Discover and Build - Build Smart Brands

Interested in starting your own entrepreneurial journey in marketing but unsure what to expect? Then read up on our interview with Kelli Binnings, Founder of Build Smart Brands, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

Build Smart Brands is a human-centric design and branding studio that specializes in building connected brands for people-minded organizations. We partner with businesses to discover and build meaningful value in their brand by bringing clarity to their business, purpose to their message, and happiness to their people. We workshop, shape, and create brands through our S.M.A.R.T. Brand Method™, which uses foundational principles of psychology to strategically build meaningful, value-driven connections within teams and drive intentional brand experiences for their customers. As for who we work with, honestly, anyone trying to answer the unique and growing question, why should customers choose them. From start-up style, small businesses to established mid-size, team-based companies, the principles and focus remain the same; to help brand leaders find meaning and purpose while building connection and value within their brands.

Tell us about yourself

Personally, I'm a brand psychology-obsessed designer, passionate music photographer, fervent reader, and lifelong learner who lives for connecting people to creative outcomes and having a blast in the process. In between sitting at my desk, you can find me on the road, traveling and exploring new cities, rocking out at a show, or simply taking in new experiences however I can. As a New Orleans native living in Los Angeles, I'm rarely without great food, awesome people, or a "good time."

Professionally, I have been a brand strategist and designer for the past 15 or so years and have had the pleasure of collaborating with a variety of business owners across multiple industries, only to find that every brand, no matter the industry, has a voice, purpose and identifiable value to share with their audience. From Food & Bev to Commodity Trading to Fitness and Lifestyle to Skincare and Beauty, all brands have the potential to create impactful experiences for their audience and build a brand culture that people simply want to be a part of.

What's your biggest accomplishment as a business owner?

Simply starting. There's always a reason to doubt yourself or delay the scary unknown, but taking my first project while all my friends were getting jobs was the best decision I ever made. Of course, it wasn't always easy, but I never doubted my ability to deliver if/when given the opportunity. I’ve also had the pleasure of partnering with brands for the long haul, sometimes joining their teams to continue their brands influence from within. I’m forever grateful for those supportive relationships, which continue to make what I do possible. Lastly, I don't necessarily think I'm unique in how I approach being a business owner; I just think I've always had the support of wonderful people and trusted that it would work out. My years of trial and error experience have helped me help other business owners work through a lot of the brand "therapy" side of owning a business, which honestly, was a major influence behind creating the S.M.A.R.T. Brand Method ™.

What's one of the hardest things that come with being a business owner?

Work/Life balance. When you're a passionate, highly-motivated person, it's hard to "turn off" your brain when it's going. As a creative professional, it can be a bit of a rollercoaster getting and staying inspired, so when it's with you, you let it sometimes flow to the detriment of your mental and physical health. Over the years, I've learned ways to manage this balance better, some of which I share in the S.M.A.R.T. Brand Method™, but I'm never short of reminders to be more present and aware of how and when I work; making being a business owner a forever work in progress.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Don't forget to spend time with yourself. Staying mindful of your habits, practices, positive self-talk, and goals will keep you grounded and "at your best" for you, your relationships, and your business.
Practice what you preach. Know what matters to you, your team, and your customers, and always deliver on your promise. Don't just say what they want to hear; give them a reason to believe in you.
Keep learning and always strive for improvement. As business owners, you are the lead everyone sees. If you stay a work in progress, you motivate everyone around you to do the same.

As business owners and brand leaders, we can sometimes forget what business we're actually in, the people business. We have the opportunity to see all sides, as we represent both the customer and the brand. No matter what we’re doing, who we’re talking to, or where we are, we can't forget to first, be human. We all have products and services to sell and initiatives to lead, but we can't do any of that without others trusting and believing in us. We need to constantly remind ourselves that even though we may have decided to go solo, we still have customers, teammates, and others that depend on us to deliver meaningful experiences. So be kind, go the extra mile and lead your business with others in mind.

Where can people find you and your business?

Website: https://buildsmartbrands.com/
Facebook: https://www.facebook.com/buildsmartbrands
Instagram: https://www.instagram.com/buildsmartbrands/
LinkedIn: https://www.linkedin.com/in/kellibinnings/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.