640: Teri Johnson - Harlem Candle Co: A Brand Story

Nov 25, 2020

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Building a successful brand is about so much more than your product itself. It's about selling the mood your product creates; the experience, from start to finish. From the moment you enter a website and read the description of a product, to the messaging, the packaging, the vessel - it all needs to have a unified presence. This is how you captivate and inspire your client, through storytelling and connecting them to your product. When designing all aspects of your brand - product, packaging, social media, etc - it's important to pull from what inspires you. Your family history, travel, or current surroundings will help influence the vision of your brand. Storytelling through colors, design, fragrance, or sound can connect all of your inspirations and tie everything in your brand together. To help us better understand how to create a successful and unified brand - I've brought on travel and lifestyle expert, and founder of Harlem Candle Company, Teri Johnson. Teri, a native Texan, decided to make the New York City neighborhood of Harlem her permanent home and through intense research, she discovered Harlem's vibrant and rich past. She started the Harlem Candle Co. in her kitchen in 2014. Through her travels to nearly 70 countries, she discovered the power of scent and its ability to transport you through time and place. Teri now designs fragrances alongside award winning perfumers to produce beautifully scented candles that celebrate the Harlem Renaissance. Learn more about Teri's successful brand story - by downloading this episode now. "I want to constantly elevate the brand and constantly deliver the best customer service and fulfillment service possible. That's the goal." -Teri Johnson Join 17,000 subscribers looking to do "business with a soul" and sign up to receive my Self-Employed Nutshell Newsletter! Sign up here! Highlights –

Examine what's important to you and what you believe; maintain those values while being flexible in your approach to life and business.
Trust that enough people see value in what you do and want to work with you, be comfortable and confident in that.
Don't become so much of an expert that you become selfish more than selfless.
Be confident that you are giving your client what they need, even if it's not what they think they want.
Pattern matching is the essence of everything we do; when you see the patterns, you can solve problems more efficiently.
You can't connect the dots moving forward, only when you're looking back.
See how your unique ability aligns with what you love to do through stepping outside yourself.

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Resources – Have Your Website Brand Message Reviewed! Is your website and are all your marketing materials speaking the right LINGO of your ideal customers? Often it's not which is why you're not converting traffic and leads to clients and attracting your most profitable customers. Fill out the simple LINGO Review application and I'll take a look at your website. If I have suggestions for you to improve your brand message (I almost always do), we'll set up a complimentary 30-minute call to discuss. A select number of websites are also chosen for my LINGO Review Video Series. Fill out the application today and let's get your business speaking the right LINGO! Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.