Navigating Marketing Challenges with Design

Interested in starting your own entrepreneurial journey in advertising services but unsure what to expect? Then read up on our interview with Ingrid Hernandez, President of INgrid Design, located in Louisville, KY, USA.

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

INgrid Design is a branding, marketing, and advertising agency focused on creative solutions and located in Louisville, Kentucky. We work with a range of clients, from Fortune 500 companies to small start-ups. Largest clients: Little Brownie Bakers (owned by Ferrero and the baker of Girl Scout Cookies nationwide), UofL Health, Darden Restaurants, American Printing House for the Blind, SVS (global provider of gift cards and other stored value services), AMAG, Remy Cointreau, Boeing Distribution Services, Macy's and Monty's Plant & Soil Products. Vast experience in B2B Marketing and Corporate Employee Communications mainly benefits open enrollment campaigns.

Tell us about yourself

I started INgrid Design 20 years ago. I am a passionate graphic designer, a graduate from the Rhode Island School of Design (RISD), who has hired amazing creative talent to serve clients nationwide. My motivation is to make our clients successful with their branding and marketing goals. The quality of our creative work has brought us recurring business, proof of our commitment and passion for what we do. There is no bigger satisfaction than a great client review and the ongoing development of our talented designers, who love nothing more than solving marketing challenges through the power of great design.

What's your biggest accomplishment as a business owner?

Exceeding clients' expectations, which has resulted in long-lasting relationships, pushing our creative work, adding capabilities, winning many design and business awards, and reaching great revenue and profits consistently for 20 years. Even during the pandemic year, we were awarded "Small Business of the Year" by the Louisville Chamber of Commerce.

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

Balancing the management of the business while also working on accounts and creative work is the hardest for me. As a business owner, it is hard to be the one responsible for the business's success — meeting financial goals, acquiring new business, ensuring customer satisfaction, employee retention, and building a unique culture.

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

Learn from others — Consult with experts in fields that are not your expertise (for example, HR, CPA, and Lawyers), and join CEO roundtables (it is amazing how much you learn from others going through similar issues).
Take risks that revolve around what you are passionate about — Follow your intuition, and work hard to accomplish all your goals. Make sure you research things well.
Promote your business all the time — Network in many different business and social circles, enter industry and business award competitions, post accomplishments and employee celebrations on social media, sponsor events, and volunteer to speak at events.

Where can people find you and your business?

Website: https://www.ingriddesign.com/
Facebook: https://www.facebook.com/INgridDesign
Instagram: https://www.instagram.com/ingriddesign/
LinkedIn: https://www.linkedin.com/company/ingrid-design/

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.

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