Emerging Brand Story
Candis Kloverstrom started Emerging Brand Story in 2006 as a brand communication company that typically works with business owners who find it difficult to differentiate themselves in the marketplace. “They may have a logo or website but do not understand their market position,” says Candis. “I show them how to avoid becoming a best kept secret. And they move from being a best kept secret to a secret weapon for their customer.”
Candis’s clients know their products and services, but need help developing the kind of messages that communicate to customers their brand experience. “For most businesses, understanding brand experience and then communicating that effectively is difficult,” Candis says. “But when it happens, it is like a fresh ray of sunshine flowing in, giving them a new business perspective. And their customers get it. That is the best part.”
Q: What do you find most fulfilling
about running your business?
CK: Seeing someone discover what makes them great. It is usually right there in front of them. But they often miss it because they are too close to their business and I bring in a fresh set of eyes and expertise. Or because they do what they do so well, they think others do it with the same proficiency. And they discount themselves. The result is marketing on product and price, which always creates lower profit margins.
Q: What motivated you to start
CK: I began with a Bachelor of Fine Arts degree. Then I got into creating marketing materials. I have a 19-year background in developing everything from marketing materials to books. As a serial entrepreneur, my background is in creating and developing marketing materials. I simply took everything I did in the background and made it a business model.
I wanted to be an entrepreneur working with people. Unlike many who go into business as a result of a pink slip I chose entrepreneurship to fulfill God’s plan for my life. I know that is not God’s path for everyone, but for me I would not be who I am today if I had not gone down this path. What I thought was going to happen turned into what I do today.
Q: What book has been most helpful
to you in your business?
CK: The Bible, especially when times are tough as in the past year and a half, God talks to me through His word and helps me hang in there giving me peace in the midst of the storm.
Q: Who has influenced you most
in your life?
CK: My grandmother on my dad’s side was an inspiration and still is even though she is gone. I was the second oldest of her 44 grandchildren, and she told me that she prayed for us every day.
Q: What has proved to be your most
successful marketing strategy?
CK: The most successful marketing strategy in this economy has been to find where my prospects hang out and then volunteering in a leadership position. People see leaders as movers and shakers and are more likely to do business with a mover and shaker than someone who sits on the sideline.
Q: What have been the greatest
challenges you have had to overcome, or are currently facing,
in your business?
CK: My expectations. I wanted my business to be further along, and if the economy hadn’t done a big dive, I would have been. But I would have never had the root system I have now with my faith. We think we are following God until the bottom falls out and then the truth is revealed in dynamic ways that I would have rather avoided. It is also humbling to have to tell your board how bad you are doing and that you need help. In the end, it is good. The trick is deciding failure is not an option.
Q: How did you benefit from participating in a Make-it-Fly® board?
CK: I have found Make-it-Flyers to be helpful and encouraging, and have formed some strong, lasting relationships with people that I know I can trust and confide in and ask for advice when I need guidance.
What would you say to other business owners who are contemplating
getting involved in a Make-it-Fly® board?
CK: Go for it. You will never regret your decision. I have found going on to the Alumni Board level has been incredibly helpful. These are people who help keep my foot to the fire and get my tasks done. Then, they provide insight I need to make my messages sharp and crisp. We all need that whether it is a coach, a board, or a brand communication specialist like me.
Candis Kloverstrom can be reached by phone at: 303-688-0649. Or visit her website at: www.EmergingBrandStory.com.
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