Award-Winning Entrepreneur Lynn Bardowski Talks VISIONISTAS IN PINK, Branding Smarts & Creating Visionista Magic

There is only one Million$ Party Girl...and it's Lynn Bardowski! You can meet Lynn, if you do not know her already (shocking!) at her site, Milliondollarpartygirl.com. Lynn is an energized person who literally shines! One of Lynn's sayings that she adores is, "A candle loses none of its light by lighting another candle" and, in Lynn's case, she is certainly the embodiment of that expression. Lynn motivates. She inspires. Lynn leads by example - with no excuses or exceptions!

Who is Lynn Bardowski? Lynn is a mother. Lynn is a friend. Lynn is an award-winning entrepreneur - and a best-selling author! Lynn is a motivational and inspirational speakers at scores of business events and networking galas. Lynn is a mentor. Lynn is one of the South Jersey Biz Magazine Top Women To Watch! Lynn is also the force behind VISIONISTAS IN PINK - a cause that speaks dearly to Lynn.

Lynn will proudly host the 2013 Visionistas In Pink event to benefit Pink Roses Teal Magnolias will celebrate life and honor regional women on Tuesday, Oct. 8, at the historic Alice Paul Institute in Mount Laurel, NJ.

Created by Lynn, Visionistas In Pink supports the Pink Roses Teal Magnolias and its dedication to breast and gynecological cancer research and clinical programs at Cooper Cancer Institute (CCI). The organization supports women in their struggles against cancer, funds innovative research that results in better treatments and helps improve patient experiences and outcomes.

Visionistas In Pink will feature a keynote by world-renowned author Sylvia LaFair, workshop leader, executive coach, leadership educator and author of award-winning book "Don't Bring It to Work and the companion "Pattern Aware Success Guide" ebook. LaFair's newest book is "GUTSY: How Women Leaders Make Change", which focuses on how women can partner with men to enhance workplace relationships and down play office politics. LaFair is a self-described "bold, audacious, woman who loves to wander onto roads less traveled" and enjoys great dialogues to find new solutions to old problems.

Susan Bass Levin, CEO of the Cooper Foundation, is also scheduled to speak at the event. SJ Biz Magazine is the 2013 media partner of Visionistas In Pink. The event will also feature a fun "Best In Shoe" contest for attendees to walk the "Pink Carpet" in support of the goals and mission of Pink Roses Teal Magnolias. The Shoe Society is scheduled to judge the parade of spectacular heels.

"Visionistas in Pink is about more than empowerment or women helping women - it is about connecting every woman to the power she already has and the "Visionista" in us all," Lynn shares. "Visionistas In Pink is proud to join the fight against breast and gynecologic cancer and support the important goals and objectives of Cooper's Pink Roses Teal Magnolias."

What else can Lynn share about Visionistas In Pink?

Lynn, you created Visionistas In Pink to support the Pink Roses Teal Magnolias and its dedication to breast and gynecological cancer research and clinical programs at Cooper Cancer Institute (CCI). Lynn, why did you feel this was the right initiative for your focus and energies?

Visionistas in Pink brings together all my passions...women coming together to celebrate their superpowers and support each others success, while making an impact on the world. I "party" with a purpose, so I knew I was going to have a charity focus. Adding some pink is just a bonus. I've volunteered for Pink Roses Teal Magnolia's for the last few years so it was the natural choice. Picking a charity that funds breast/ovarian cancer research and supports survivors in our own backyard is important to me. 

Visionistas In Pink will feature a keynote by world-renowned author Sylvia LaFair, workshop leader, executive coach, leadership educator and author of award-winning book "Don't Bring It to Work and the companion "Pattern Aware Success Guide" ebook. Her latest book is Gutsy, How Women Leaders Make Change. How excited are you that Sylvia is a big part of this year's event?

I'm very excited that Sylvia agreed to be our keynote. I call her a Gutsy Visionista. Like Susan, Sylvia is one of the women that I instantly felt a connection to. Our paths couldn't be more different. Sylvia is a PHD who's company has hosted everyone from Deepak Chopra to Elizabeth Kubler-Ross. I spent that last 23 years building a multi-million dollar direct selling biz. Yet, we both have a similar message about women overcoming limiting beliefs to step into their power. Sylvia will be sharing her insights and signing her award-winning book. 

Lynn, you have shared that Visionistas in Pink is about more than empowerment or women helping women - it is about connecting every woman to the power she already has and the "Visionista" in us all. What does it take to be a Visionista? 

Lynda Hinkle

The original Visionistas in Pink (held last October) was created to launch the paper version of my best-selling ebook, Success Secrets of a Million Dollar Party Girl. In the book I define a Visionista as, "A women who knows who she is, where she's going and guides her tribe of leading ladies to the top." My intention for the event was to bring that definition to life, teaching women how we influence each others success and the importance of embracing our strengths, rather than apologizing for them.  Men have their "boys club" but women tend to think more singular. Many of us fought for limited opportunities in the corporate sector. As a result, I've found that women helping women in business is not in our DNA. I'm on a mission to change that. One of the key sponsors for the event, Lynda Hinkle, Law Offices of Lynda Hinkle, is a great example of a Visionista. She was one of the first to step up to support the event, and volunteers her efforts for many causes that impact women and children in the community. 

Susan Bass Levin, CEO of the Cooper Foundation, is also scheduled to speak at the event. Susan is such a strong woman of distinction throughout South Jersey. How fabulous is it that Susan can share her insights, experiences and inspiration with all of the Visionistas at the event? 

Susan is a pillar of the SJ Community and I'm honored that she's attending. Most people don't know that she's an ovarian cancer survivor so this cause is near and dear to her heart. As CEO of the Cooper Foundation, Susan is a fearless fighter for women's health issues. She's broken the glass ceiling, and so much more. Her courage, leadership, and strength is an inspiration for all women. I think I surprised her last year when we packed the room with 100+ women.  As I introduced her she jokingly said, "When Lynn told me 100 women were coming, I thought sure, maybe we'll have 50." We ended up selling out 2 weeks prior with a wait list of 30+.

When people think of Visionistas In Pink, what do you hope comes to mind? 

Rather than share my hopes I asked an attendee from last year, Jackie Levine of Rapid Transportation to describe her Visionistas In Pink experience. Since Jackie owns a transportation company, she created a Visionista Mobile to shuttle guests coming from the shore area last year. Now, that's an entrepreneur! Here's how Jackie described the event, "It was the event of the year, and so much fun! Strong women came together for a great cause, inspiring each other to become greater. Every detail, from the butlered hor d'oeuvres , music, swag bags and decor, was exceptional. It was an unforgettable experience. The Visionista Mobile will be back this year!" Jackie very generously donated a pair of shoes for the Pink Roses Teal Magnolias auction.

Lynn, tell us about the "Pink Carpet" at Visionistas In Pink? 

 I grew up minutes from Atlantic City and have fond memories of the Show Us Your Shoes Contest, which is back where it belongs this year, on the boardwalk. It left a lasting impression. When I met the founder of The Shoe Society, Cristina Candullo, I knew I had to have her pink carpet at my event. I may not be "that" kind of party girl, but I do believe in making the journey fun. There's something about a love for shoes that connect women on a higher level. We literally step into our power.

Turning to your thoughts for entrepreneurs, with a focus on branding, marketing and strategy, what mistakes do you feel most people make when it comes to telling the world about their superpowers?

Ego is our kryptonite. Men are very good at telling the world about their superpowers, but make big mistakes when they use their superpowers to feed their ego. Tiger Woods and Lance Armstrong come to mind. For women, our egos work in reverse, feeding our limiting beliefs. We tend to feel pushy and see sharing our superpowers as bragging, and feel guilty about tooting our own horn. The biggest mistake women make is not letting the world know what their superpowers are. I’m on a mission to change that.

Now what do you feel are the biggest mistakes most BUSINESS make when telling the world about their superpowers?

Not delivering on what is promised. If your superpower is leaping tall buildings in a single bound, you better be able to leap really high, and look good doing it. If you don’t, say you’re sorry and work hard to make it right. As a result of social media, consumers want brands to speak directly to them in “social-speak” vs. salesy marketing lingo. Domino's Pizza is a great example of this. They built a brand on fast pizza delivery. It turns out their superpower tasted pretty bad. After listening to customer feedback Dominos basically said, “My bad. Our pizza stinks.” To fix it they created an ad campaign called Pizza Turnaround that was a huge success. Consumers love it when brands share their faults and keep it real.

What is your greatest achievement as an entrepreneur?
I’m thankful and grateful I had the courage to act on my passion, follow my dreams, and more importantly, help others build theirs. That feels really great.

What is the biggest mistake you ever made as an entrepreneur?
My biggest mistake was letting my ego get in the way. When I failed, I took it personally, and let failure define my value and self-worth. It was as if failing was something that happened to me. It took me a long time to learn failing doesn’t make you a failure. Now I embrace failing as part of the success process. You can’t have one without the other.

What are the marketing and branding tips you feel are most important for entrepreneurs today, in terms of defining who they are and what they do - and making sure potential clients realize all they have to offer?

I could write a book about this. Here’s a thumbnail version. It starts with creating and communicating your vision. Vision inspires you, and others, to act. Find your niche and start to build your tribe by launching with a live event. Not everyone will “get you” or want/need what you have to offer. That’s ok. You can’t be all things, to all people. Branding is not about getting potential customers to pick you over the competition, it’s about being perceived as the only one that can solve your clients problem. Avoid the logo-in-a-box trap (no free biz cards from vistaprint please) and hire experts that will help you get your message out. When I created the Million Dollar Party Girl brand I hired a branding expert to create my logo, a lawyer to trademark it, a web designer to create my website, a PR rep to send out a press release, an editor for my book and a professional photog for a branding photo shoot.  Within a year of that process I became a #1 best-selling author, radio host, blogger, created LynnTV and Visionista U, won 3 entrepreneurship awards and I’m a sought-after speaker. If you’re the best kept secret in your field, you’re playing too small. If you need help, class is in session at Visionista U.

What is one of your favorite quotes by someone that inspired you in some way?

Amelia Earhart is one of my role models. Did you know that in addition to being an Aviator she was a professor, author and clothing designer? Amelia Earhart said, “The only way to do it, is to do it.”

What is one of your quotes that you hope inspires others?

I have to go with the title of the first chapter of my book: “You’re not who everyone thinks you are.” I hope that inspires women to connect to their passion and purpose, and step into their power.

Contact Lynn at 856-404-4343 or lynnbardowski@gmail.com for sales/marketing consultations or to book her as an inspirational motivational speaker at your next event.

 Register for VISIONISTAS IN PINK!

Food Coach Erica Mesirov Talks Nutrition, Weight Loss, Essential Healthy Habits & Inspiring Food Tips

Are you a creative professional? Do you own a business? Are you a "mompreneur" juggling extensive work demands and raising a family? Do you ever feel sluggish? Ever think you need a food coach? Erica Mesirov could be your answer! 

Beautiful and brilliant when it comes to healthy habits to promote a thriving, nourishing relationship with food, Erica recently launched Erica Mesirov Food Coach on Facebook and @EricaMesirov on Twitter to share her education, expertise and diverse experiences in food coaching. Erica's style is perfect for anyone looking for a friendly, funny and "best friend" food coach to "tell it like it is" and present effective, body nourishing alternatives tailored to making your body, your spirit and your life flow healthier.

Erica, what motivates you to want to share your expertise with others, on how to eat healthy - for life?

I became interested in food and nutrition when my mother had cancer.  I did a lot of research to help her.  In the process, I stumbled upon information that impacted me.    It became clear that a lot of the minor medical problems I was experiencing were being caused by my diet.  For instance, after years of taking antibiotics for acne, I discovered that wheat sensitivity was the culprit.  I wondered why the medical community hadn’t offered me this information.  I realized that learning about food and nutrition could benefit not only me, but others as well!

A lot of what we know about what to put in our bodies comes from marketing executives who are just looking to sell a product.  They advertise the product as healthy, so we think it must be good for us.  That isn’t always the case.  I became passionate about talking about food to help people see how easy healthy eating can be.  Going through an illness with a family member made me see how vital it is to make health a priority before disease manifests.

What are the most common mistakes people make when they start a new eating program or attempt to make a lifestyle change, when it comes to their approach to food?

People are so often looking for a gimmick.  This is best for short term weight loss.   Unless you can see yourself committing to a way of eating for the rest of your life, you won’t keep off the weight.

In general, I also think that fat and carbohydrates get a bad rap.  They are both essential for health and can be beneficial for weight loss.  It comes down to understanding the right types of fat and carbohydrates to eat.  That information can be hard to find if you don’t know where to look.  As a side note, there is risk for extreme health consequences when severely limiting carbohydrates and fat long term.

 A lot of people also get too caught up in calorie counting.  A lot of calorie restriction diets have people eating diet pizzas, diet protein bars and diet bread.   These foods are not nutritionally dense which will eventually leave the client depleted and hungry.  I don’t even have my clients think about calories when they are starting a new food plan.  If you change the types of foods you eat, then calories reduction is likely to follow without starvation.

Is gluten...evil?

Gluten on its own isn’t bad.  The problem is that most of what we are eating is processed leading to a diet high in processed gluten.  This type of diet is a huge experiment.  In no other time in history did people go to the store, buy packaged preserved foods and have this compose the majority of their diets.

Gluten is put in almost every packaged food we buy, whether that is boxed rice, TV dinners, canned soups, potato chips, pasta sauce, salad dressing, etc.  Gluten doesn’t exist in that kind of prevalence in nature.  While only 1% of people are celiac, up to 40% of people have sensitivity to gluten and most of them don’t even know it.  For this reason, it is beneficial to cook from scratch as much as possible to avoid an abundance of gluten, especially for children.

What are the biggest misconceptions you feel people have, to a vegan approach to nourishing the body?

I think the biggest misconception is that a vegan diet equals health or that following a vegan diet will automatically lead to weight loss.  A vegan diet is very difficult to follow in a way that will be supportive to the body.  A lot of people become vegan and their diet is mostly pasta or fake meat and cheese products.  Fake meat and cheeses are usually very processed products that have been stripped of any real nutrition.   Eating these foods can lead to malnutrition, inflammation and weight gain.  Other vegans only eat vegetables leading to a very gaunt, malnourished look.

We need protein to flourish and thrive.  A vegetarian/vegan diet is very difficult to properly follow and takes constant attention.  You need to really understand the amino acid profile of the foods you are eating.  Most vegetables and grains don’t have all the amino acids meat has needed to create protein.  You have to combine vegetable proteins to make sure you are getting all the essential amino acids.  People often don’t understand what attention to detail a proper vegan diet takes.  I wouldn’t recommend it for anyone who doesn’t have the time or energy to plan every meal to be nutrient balanced.

I have been a vegetarian for years.  I never liked the taste of meat and I have the time and discipline to properly plan my meals.  It is the right option for some people, but certainly not everyone.

What are the best snacks for kids - with the best boosts for their bodies?

The food that we market to kids as snack foods are so depleted of nutrients and are so full of sugar.  The food industry takes food, strips it down and then pumps vitamins back into it to make it look nutritious to parents.  Nutrients coming for real foods are always going to offer way more then these processed, fortified foods.

What this means is that the best snack foods for kids are going to be homemade.  A great option is to let kids make their own applesauce.  They can pick whatever berries or whatever fruit they want to blend in with the apples.  Everything goes into a food processor and they can make a new creation every time.  The same goes for a smoothie.  You could also get plain, unsweetened yogurt and add lots of fruit.  These are foods that are relying on natural sweetness as opposed to lots of added sugar.

Another option is to make your own trail mix.  Buy almonds, walnuts raisins, dates, bananas, whatever you want to put in.  That will be so much more nourishing than store bought cereal or trail mix.  You can make your own baked kale chips.  There are so many possibilities.

Of course, there are times when you are in a rush and just need to grab and go.  In those situations, I would say read the label.  Look for things with lower sugar content.  It is an added plus if there is some protein.

Erica...movie or book? Which captivates you the most?

Can I say both?  It depends on the book, or the movie or whatever mood I am in.  For me, the difference is that in a movie you get to watch a character go through a journey.  In a book, because it is so much imagination, you get to put yourself into the character’s shoes and go through the journey yourself.

I’m reading the book Wild right now.  The lead character is going through things that are emotionally similar to what I’ve gone through the last couple years of my life, so I can relate.  On the other hand, I just saw Woody Allen’s new film Blue Jasmine.  That was so different than anything I’ve ever experience but it was captivating.  Sometimes I like to just turn my brain off and watch a mindless comedy which is fun too.

Tell us about Erica Mesirov Food Coach, your Facebook and Twitter platforms. What information do you plan to share and what do you hope people learn from visiting and sharing.

People will get an array of information about feeling and looking their best.  The information I am sharing represents differing opinions, with the common denominator being health.  That means I will includes stories about healthy eating, de-stressing, exercise and fun things like massage and vacation (because doing things for enjoyment is important to health!)

If you could be known for one great thing...what would it be, when it comes to your calling as a Food Coach.

I want to lead people to a positive relationship with foods.  Food has really become the enemy.  I help my clients lose weight by making them eat, not starve!  If my clients can eat, feel good, and understand the foods that should be included in the diet to support a healthy weight, I have done my job.

Today, so many people are not structured enough to manage work, kids, chores and life's demands. At the end of the day, is having a brownie really so terrible? Help us, Food Coach Erica!

I don’t label any foods as being bad.  There are just foods that should be eaten more often, and foods that should be eaten less often.  A brownie isn’t bad as a once in a while treat, but when you start having a brownie (or a cookie, or potato chips or a piece of cake) every day, then there is a problem.  The sugar and the refined carbohydrates are just not good for us.

I would approach this in two ways.  If a client said to me that the brownie at the end of the day was very important to them, I would start to look for substitutions that would be satisfying.  A first step might be going from the brownie to an organic chocolate sweetened with agave or stevia.   This would be a step up because both sweeteners are low glycemic.  Then I might alternate one day chocolate, 1 day applesauce or dates or something naturally sweet.  This is helping the client develop a taste for more wholesome foods.  When you are used to eating a sugary diet, it takes a while to appreciate more subtle sugar.  Eventually, the client might be satisfied having fruit in the evening.  Having said that, it doesn’t mean you can never ever have a brownie.

On the other hand, you can’t wait until you are starving to eat.  That becomes a problem.  A lot of times when we are craving sugar, we are actually craving protein.  So if you wait until the end of the day to eat, you are completely depleted.  That means you are likely to go for a quick sugar fix.  It seems to work for about a half hour, but then you crash and feel depleted again.  If you are starving, try eating some protein and see how you feel before grabbing something sweet.

What is your favorite breakfast?

Breakfast is such a difficult meal.  So much of what we eat in this country is composed of refined carbohydrates and sugar.  I’ve been making smoothies in the morning which works well for me.  I put in protein powder, berries, almond milk, seeds, and I even sometimes throw in veggies like kale or spinach.  It tastes good, is full of nutrients, and the protein gives me great energy for the day without a mid afternoon crash.

What is your favorite snack?

Nuts are such a great snack.  I like almonds, walnuts, pistachios and cashews.  People watching their weight often stay away from nuts since they are high fat.  The fat is what makes them filling.  After a handful of potato chips, you just crave more.  You can have a handful of nuts and that can keep you until the next meal. 

Do you drink coffee? Should we drink coffee?

I do drink coffee though I try to limit it to a few times a week.  I love coffee.  The reality though is that coffee and caffeine aggravate almost every medical disorder out there.  You have to be really careful.  Coffee is very acidic for the body which disrupts the body’s natural balance.  It also can contribute to digestive disorders, sleep disorders, arthritis and high blood pressure among other things.  Even if you are healthy, you want to make sure not to overdo it.

For someone just starting a new eating plan, I’m not going to take coffee away unless there is a pre-existing condition.  I would say try to find healthy substitutes for all the sugar and hydrogenated oil from creamer.  Also, only drink it in moderation.

Real quick...do you have a pet? And, if so, tell one thing about your little buddy?

I have a dog…a little schnoodle (poodle/schnauzer mix) named Sadie.  We adopted her after her first owner got rid of her because she had fleas!  She is the best (not that I’m prejudiced or anything).  There is nothing like coming home to her doing laps around the sofa because she is so excited to see me.  She also gives me perspective when I work with clients because she will eat anything. (garbage, weeds, bugs)  I’ve yet to work with a client whose eating habits I have to reign in as much as hers!

Erica, if a person wants to do a purge or a cleanse, do you recommend this approach? What do you advocate, when it comes to dropping excess water weight quickly, or kickstarting a diet. Is this an approach you advocate, in any way?

That is a difficult question because my approach is more of a lifestyle shift rather than a diet.  My goal is for clients to lose weight slowly so that they will keep it off.  Quick weight loss is often achieved by depleting the body.  The benefits will often be reversed once the client starts eating normally.  I realize that there are going to be times when a client feels pressure to meet a deadline because of an important life event.  I would encourage e them to make sure they are still eating, and focus more on exercise and elimination of sugars and refined foods.

Erica, everyone can use the expertise and guidance of a food coach. What is the message you want mothers and fathers, families, busy executives, teens to know about the goals and philosophy of Erica Mesirov Food Coach?

Gimmicks don’t work for most people.  Eating healthy can be satisfying and it isn’t all or nothing.  If you eat healthy 80% of the time, you can treat yourself in moderation.  Diet is a lifestyle transition.  If you slowly change your diet, bringing in more and better foods to replace the bad ones, change becomes easier.  This is because you give yourself time to adapt before you turn your diet upside down.

Final thought: Can you share a great dessert?

I can’t take credit for anything as I get most of my recipes online.  I posted a link on my Facebook page to a peanut butter cookie recipe that only had 3 ingredients: unsweetened peanut butter, banana and nutmeg.  I thought that was just great because you get something that is satisfying, and it is also pretty good for you.  I think that is just such a great example of how you can make nutritious variations of traditional comfort food.

Mompreneur & Social Media Strategist Tara Chatzakis On Mastering Social Media, Increasing Client Bases, Making First Impressions & Loving Life

Creating amazing relationships both online and off that make a difference. Tara Chatzakis, Mompreneur, Social Media Strategist & The Social Business Coach, Independent Forever Living Distributor. Tara shares that anyone can master social media to grow a business and increase client bases. With Forever Living, Tara is all about helping people who want more freedom - the quest to achieve financial freedom and more quality time to spend loving the life they live, a higher quality of life and better health. Tara's focus is on PEOPLE! And it shows, with nearly 19,000 Twitter followers! Tara is all about opportunities, inspiration and savvy business smarts for effective social media marketing and branding. Recently, this Twitter great and mother to three mermaids shared her thoughts and interests (she loves reading, listening to rock music and margaritas!) with Consumption Conversations. And we were thrilled!

Tara, your posts on Twitter are so inspirational. One tweet will be about branding, social media savvy and smart marketing. The next, you remind people to be true to themselves, to believe in dreams and focus on goals. Are these themes equally important to you. Inspiring the professional...nurturing the person?

Yes, they are. Social media has become a huge part of my life now, so much so that it became one of my businesses. I believe that it is important to remind people to stay authentic online and to make friendships a big part of what they aim to achieve. Social media is not just about selling as we all know. I also get a great deal of satisfaction in helping people. There are so many business owners out there who don't get the support that they deserve and I want to give that to them. I was in a relationship for many years that beat me down emotionally and left me feeling totally inadequate and worthless. It took friends to inspire me to push forward regardless. I aim to attract small business owners. I believe that they may not have the finances to invest in social media coaching eventhough they need it, so I try to give them tips. Well, as best I can in 140 characters! LOL! They are the ones who often feel isolated, without a strong support network that larger businesses have. I have received some messages from people who have found the courage and strength to press on thanks to my words and for these blessings I am truly grateful.

Tell us about your view on branding today, and the role social media plays in business branding - and personal branding.

Tara and her three mermaids. 

Branding is a very personal thing. Some people brand their businesses and others brand themselves. I am a firm believer in personal branding for the small business. You are promoting your strengths and expertise. However, it is true that the company no longer controls their own brand. Nowadays it is the audience who dictates the future of your company and also controls your branding. Social media has given the consumer such a powerful voice that businesses have to adapt to provide what their customers need.

Does every company really need to be on Twitter? 

YES! LOL! Oh my goodness! So many businesses don't believe that they need to be on Twitter, or they feel obliged to be so they set up a rather basic account and do nothing with it. It astounds me that people cannot see the reach that Twitter has! I absolutely love it. Twitter is fast and furious and the interaction, although short, is immense. With one little tweet a business can, quite literally, reach thousands of people. It is also one of the very best platforms for driving traffic to your website. Never underestimate the power of the bird. If you, as a business, are not on Twitter then you need to be!

What is the best advice you share when it comes to tips on identifying one's personal brand?

Many people are in business to make money, well I guess in reality we all are, but money is not enough to keep you going. Some people come to me and have no idea of what business to be in, and the truth is that it has to be something that you love. All the biggest and the best 'gurus' teach you to love your business. The easiest way to do that is to make what you love into your business. Take the one thing that you absolutely adore doing, the thing that comes naturally to you, the one thing that you would gladly do for free and actually would feel guilty about charging for and make that your business! Because it's a long day if you don't like what you are doing. Plus your customers can see if you really love your product or service and if you don't they won't come to you.

Tara, real quick...soup or salad?

Salad

Now...real quick...coffee or tea?

Coffee

What do you feel is the factor people IGNORE when it comes to building a branding campaign for a small business. What are the pitfalls the happen to start-ups, for example, when they are creating a branding platform?

People neglect to build relationships into their campaign. They create amazing graphics and tips, and sales pages but they don't make themselves accessible. They forget to tell the audience that they are human too. There are 2 small stores in the village where I live. Both sell pretty similar items, although one is slightly larger and has more choice. The larger one may also have a few cheaper items in store. I do not, however, shop at the larger of the two stores. I always choose to take my business to the small shop because I like the owner of the store. He is funny, he makes my kids laugh and we feel welcome there. Online it is the same, if not even more important. A business must build relationships with their customers both existing and potential. People will choose to work with you if they like you. It's not about what you sell it's how you sell it.

Is there a company or person you admire most...when it comes to how they leverage their brand?

Leveraging is very important in business. I actually have two examples. My first is Kristin Sweeting Morelli. This is an amazing lady who has chosen the power of leveraging to gain exposure for her business boot camps and other training products. She has a whole army of women entrepreneurs who work hard to promote Kristin. My second is Forever. It too has a fabulous system in place that rewards people for teaching others how to leverage. Both offer incentives for others to help them so increasing their leverage power.

Does every expert have to write a book? Is this the "must do" element of all personal branding initiatives?
I don't believe that they 'have to' but I do believe that they 'want to'! LOL! it seems to be the next progression. Choose a field, study/train, become an expert and then write a book! Many people do see someone who has written a book as an expert so it does give you a certain standing. On a side note, I have no intention of writing a book at present ;)

Do you tweet every day?
Every day and many times a day!

What advice would you like to share with businesses or individuals trying to assemble a checklist of "things to do" in order to better market their products, services or expertise? What would be a branding checklist for them to follow?
Be clear on what you want to achieve and who you want to attract.
Different audiences have different needs.
Put yourself in your customers' shoes.
Work out what they want and why.
Don't talk about what you 'do' that doesn't interest people.
Talk about how you can help them, what you can do for them.
For example don't tell people that you offer the highest quality weight loss products, made from all natural ingredients.
People don't care about that!
Tell them that you have a product that will help them lose up to 12lbs in 9 days!
That's what they want to hear, that's the information they are looking for.
Once you have defined your ideal client and market then do everything aimed at them
Choose your branding colours to attract them
Write your tagline with them in mind
Create a marketing message to attract them
Use images that will appeal to your ideal client
There are many aspects of branding, too many to go into here but I will say one thing. Talk your ideal clients' language!
Don't use fancy words, keep it simple. Help them to understand.

Final thought: What ONE SENTENCE sums up your view on the importance of SMART BRANDING?
You only get one chance to make a first impression, so make it count.

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Graphic Design Innovator Chris Fanelli Talks Winning Branding Designs, Creative Gifts & The Power Of Simplistic Beauty

Chris Fanelli of CFanelli Design

Chris Fanelli of CFanelli Design Graphic Design & Branding Solutions was born and raised in Philadelphia, and as far as he can recall, he was always drawing. Throughout his childhood he evolved from mimicking cartoons to full blown portraiture in pencil and charcoal. Chris shares: "I suppose you can call it destiny that I would be artistically inclined, as it was woven into my DNA. My grandparents, on my father’s side, are both artists." His grandfather working in the field of lithography as an illustrator since the 1940s, working on everything from ad campaigns to book covers for a Montgomery County company. His grandmother, a former art instructor, painted watercolor and created beautiful pastel landscapes, which she still continues to create and place in shows throughout Delaware County.

Despite his self-taught direction in illustration, and his ease at creating them, he always knew there was another direction out there that would speak clearer to him. Chris visited an uncle when he was about nine years old, and that was when a glimpse into his future would glimmer - Chris saw a brand new Apple Macintosh and discovered the world of desktop publishing and graphic design.

Heading off to study at the University of the Arts, Chris decided he would major in Illustration. Right before starting at the University of the Arts, Chris took a summer class there in Photography. Not once before had he picked up a camera, yet photography spoke to him loud and clear. Chris pursued a major in Photography instead. Over the years, Chris continued to explore his inherent photographic and creative talents, entering into a digital world with magical tools like Photoshop. Again, that technical aspect that captivated him as a boy propelled him to learn many software programs - all built to enhance the beauty and limitless creativity of his imagination. Before Chris knew it, he was waist deep in graphic design - finding a love for typography, color and the conveyance of idea and emotion through a visual medium.

Now 29 years after meeting his first Apple computer Chris owns a graphic design company, striving - and beautifully, brilliantly succeeding - to create visual appeal that people everyday see and appreciate, though nearly always in unspoken terms. 

Chris, tell us your thoughts on branding.

I have concentrated my work on the aspect of branding design. I love the idea of representing or reinterpreting a company’s identity to reach its full potential in the current time and space. Everything evolves, including a brand’s look and feel. Design is meant to change and progress, and if it becomes stagnant a brand dies the horrible death of obscurity. Logos have always been something of a fascination for me, even before grasping the power of what a brand name is. Brand recognition is first and foremost the ubiquitous association of a product with a brand, or brands. But before that association happens, the consumer must make the connection to the look of a company’s product. Only then will a consumer try the product, and if the product is valued by enough consumers, then the association is made. At the point the customer “asks for it by name”, the relationship between consumer and company becomes one of trust, and the indelible mark is made with the identity of that brand, its design, its logo. I find this relationship that people have with objects and products so interesting.

What branding mistakes are most common for businesses looking to build an identity?

My thought is that simplicity and consistency are paramount. One of the biggest issues I see with branding is overcomplicated design. Sometimes that connection with a consumer is completely lost when they’re trying to make a connection with an elaborate design, it’s too much work. The superfluous extras in design mask the message. The other problem is the lack of consistent usage of the logo. To build a brand you need cohesiveness in the representation of your brand. And one last cringe-worthy thing  I find – logos that are pixilated. Your logo should be created as vector art, meaning it should be scalable without losing detail and clarity. And when your logo is represented, make sure it’s as high a resolution as it can be where it’s being used!

Describe the branding process, from start to finish. How do you view not so much the tasks of the branding process, but the flow of creativity during a branding process. Share the thinking and sharing that make a branding process great!

Before you can create a brand logo, you and the client have to be crystal clear on the purpose and ideology of the brand. What does the brand represent? Why does the company exist? What is the purpose of the brand? Without the foundation and infrastructure for the brand, the logo doesn’t fit and falls short. Building a brand logo and identity is a true collaboration between a designer and the client, and the more communication happening the clearer the expectations become. That open dialog also welcomes critiques and discussions about what works and doesn’t. The whole process benefits greatly when it organically flows. When you know you’re almost there, you don’t want to force a finished product, but rather foster an environment where the logo and identity can become what it’s meant to be, and truly be fully realized.

You have done great projects with The asterism* Group and its branding division, Consumption Marketing. Why do you feel Consumption Marketing has a unique positioning when it comes to creativity in branding?

First let me say how enjoyable the process was in developing the identity of asterism* Group and its multifaceted parts. This branding project was one of my favorites. It was a collaboration that yielded an identity of which I’m most proud. Consumption Marketing is unique in the tremendous amount of talent behind it. Consumption’s biggest asset being the perfect balance it strikes between art and commerce. Being able to subtly inject emotion and character behind a brand is difficult task, but when you can do that, and lay down the architecture of a sound marketing plan; then you’ve got something special. Consumption has an almost superhuman ability to read and understand clients, and interpret this into a solid marketing plan. But of course none of this actually matters if you can’t implement it! Consumption Marketing expertly implements the roadmap it lays out to build a brand. Clients are lucky to be in such great company!

Chris, pick any company. Any celebrity. Any business in the world. That you would like to rebrand! What would, or who would, it be?

Wow, that’s a tough one to pin down just one. I would love to refresh a brand that’s gone a little stale and needs some love, like CVS Pharmacy or Staples. You know, something about Google’s logo looks like it’s in need of a rebranding, that would be an incredible challenge. I love where they went with Motorola’s new identity by the way. Speaking of mobile, T-Mobile has recently revamped their services across the board, and I think a new identity and fresh logo would benefit them greatly.