Diving Into The Heart And Soul Of Brand Strategy – Exclusive Interview With Katie Smetherman
Updated: Nov 1, 2024
Meet Katie Smetherman, the driving force behind Brand Studio Creative, a true visionary in the world of branding. Armed with a Master’s in Brand Management and Communications, coupled with a BFA in Graphic Communications and Design, Katie is not just a CEO; she’s a creative star redefining brand aesthetics.
With over 9 years of award-winning expertise as a Brand Strategist, Katie has mastered the art of transforming brand visions into stunning realities. Her journey in brand marketing and strategy goes beyond the conventional, where she has been the architect of complete brand systems and the genius behind incredibly creative pieces. Katie’s mission is to create real, authentic brands and websites that not only look great but are driven by heart, purpose, and strategy has profoundly shaped her company’s success.
Katie Smetherman, Founder and CEO
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? What led you to prioritize social impact in your business?
Growing up, my mother taught me to help those who are less fortunate than myself, which is a lesson that has stuck with me over the years. Over time, I realized that it wasn’t just those who were less fortunate, but everyone around me. I believe that If you have the capability to help others, you have the power to improve their life. When I started my own business, I wanted to uphold this value and honor my mother the best way I could. I knew I wanted to help business owners who were just starting as well as those who have been in the game for many years. If I could help make their lives a little easier or provide clarity on their business challenges, I knew I would positively impact the world.
How has your company's mission or purpose affected its overall success? Can you explain the methods you use to evaluate the impact of this strategy?
My company, Brand Studio Creative, is led by heart for a very specific reason. As a designer, one of my main tasks throughout the day is listening. By prioritizing listening, I run into so many business owners who are frustrated and confused with not only their branding but also understanding all the pieces it takes to run a successful business.
One big factor is the rise of technology and the speed at which it is constantly evolving. So many clients get hung up and stuck on one piece and fail to move forward. That is where I come in. I don’t know all the answers but I love researching and learning. I love being able to provide easy-to-understand answers as well as training in areas that my client is interested in learning. This ability to listen and provide helpful feedback tangibly has helped set me apart and attract many clients all over the world.
Balancing creativity and strategy is crucial. How do you ensure that a brand's visual identity aligns strategically while capturing attention?
When it comes to balancing creativity and strategy, I find that inspiration can come from anywhere. Whether I’m at the grocery store, reading a book, or walking through the park. If creativity strikes, I record it in either the notes on my phone or a small notebook I carry with me. This helps me not lose my creative spark.
Now when it comes to strategy requires a more deliberate approach. The real magic happens when I spend time in my office focusing on strategic planning. I will then use my office time to combine that creativity spark and strategy. In my office, I can fully conduct my research and planning while developing a brand's vision, strategy, and aesthetics.
By combining these creative sparks with a well-thought-out strategy in my office, I ensure that the brand’s visual identity not only captures attention but also aligns strategically to share a cohesive and impactful message. By using this approach, I can combine the spontaneous nature of creativity with the structured elements of strategic planning, resulting in a brand identity that is visually compelling and strategically sound.
In your experience, how has the landscape of brand strategy evolved, and what role does a heart-driven approach play in staying relevant?
Over the years I think the landscape of brand strategy has had a significant change, with a noticeable shift towards a heart-driven approach. Unlike the traditional emphasis on brand loyalty, I have noticed a lot more companies focusing more on the heart, long gone are the days of customers staying loyal to a specific brand, especially with the influx of new brands coming into the market. With this surplus of businesses, both large and small, customers have more options to do their research and choose the company that aligns with their morals and values. The world as a whole has changed and because of technology, people are more aware of what is happening in the world around them.
Now more than ever, successful brands are shifting their marketing strategies to a heart-centered approach instead of just focusing on sales. Cell Phones have advanced so much that we constantly are carrying around tiny computers. Customers are more willing to interact with a brand that shares empathy and care towards its clients. At the end of the day, customers want to interact with people, not with a company, so using that knowledge to help drive your brand strategy into a more human-centered strategy is good.
What challenges do you often encounter when implementing a heart-driven brand strategy, and how do you overcome them?
Implementing a heart-driven strategy is quite a challenge, especially for well-established brands with a long history of relying on traditional sales approaches. I see this a lot of times with the more established brands that have been in business for 25+ years. There’s a learning curve for those brands when they shift their strategy into a more heart-driven strategy. For a lot of companies, this also includes more thorough research on their existing customers and why they are interacting with them. From this research, we find that a lot of times customers have already had empathetic conversations with brand employees without knowing and we focus more on capturing those conversions so we know how to effectively alter future brand strategies.
In essence, the challenge lies not only in reshaping the internal processes and mindset of the organization but also in identifying and building on the empathetic exchanges that have organically occurred. This process allows a brand to align more closely with the values and expectations of its customers, paving the way for a successful transition.
What advice would you give to businesses looking to infuse more authenticity and heart into their brand strategy?
Defining your purpose clearly, aligning it with your passion, and conducting research on a genuine societal need is crucial. Create a business model that emphasizes transparency and communicates its impact. Create a community around your purpose, invest in an aligned team, and embrace adaptability. Make decisions based on your purpose, stay dedicated, and learn from your failures. Building a purpose-driven business requires resilience, commitment, and a genuine desire for positive change.
Thank you so much for sharing about Brand Studio Creative’s brand strategy and heart is focused on. How can we further follow your work or your company online?
On my website, I have set aside a blog to share my insights on branding, website development, and other everyday queries. Additionally, on my social media accounts. I am very active on Facebook, Instagram, and TikTok! Simply search for Katie Smetherman or Brand Studio Creative and you will find tons of content dedicated to brand strategy, website strategy, and entrepreneurship.
Read more from Katie Smetherman Holmes
