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Hey, what is up?
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Welcome to this episode of the Wantrepreneur to Entrepreneur podcast.
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As always, I'm your host, brian LoFermento, and just because it's a new year doesn't mean that we're going to stop bringing you incredible content with regards to your brand, with regards to creating a huge impact, and, yes, I'm going to use an even bigger word here today and talk about your legacy.
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There's so much work that we all do that we want our brands, our companies, our impact, our service to others to be timeless, and that's why we have found an incredible guest to walk us through all of those topics here in today's episode.
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Her name is Kira Krennic.
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Let me tell you a little bit about Kira.
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She's the founder of Elementsys, which is a bespoke branding agency that takes the existing elements of your brand.
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She has such a different approach this is just the tip of the iceberg the existing elements of your brand and, through a process of transformation, creates brands that have the potential to become legacies.
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Her background is in fine arts, so she brings a very creative aspect to all of this work, far more creative than what I can see from my vantage point, with a focus on glasswork starting out, but the starving artist route was not for her.
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So she went back to school for marketing and branding at 27, where the professors discussed putting in your time at an agency for a few years, working 80 hours a week until you're ready to settle down and get married, which is obviously something that all of us entrepreneurs and entrepreneurs alike want to avoid, and kira's story contains all of that.
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She was already at that point, so she figured she'd skip that step and venture into starting her own agency.
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Years later, here she is going strong.
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She has so many insights.
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As I went through her business, I thought to myself I need to ask these questions.
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I need to learn more about all these unique parts of her approach, so I'm excited about this one.
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Let's dive straight into my interview with Kira Krenick.
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All right, kira, I'm so excited that you're here with us today.
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First things first.
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Welcome to the show.
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Thank you so much.
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I'm so excited to be here.
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Heck.
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Yes, one thing I just realized.
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As our pre-roll was playing, I realized I forgot to mention you are a fellow Massachusetts native, so it's really great to have a fellow New Englander here.
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But Kira, that's a perfect transition.
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Take us beyond the bio.
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Who's Kira?
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How'd you start doing all this cool work?
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Yeah, so you already explained it a little bit.
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I have a background in fine arts, so I definitely would say I'm an artist at heart, but something that is like a core value of mine is that I really value deep connections and all my interactions in life, and when I went back to school for marketing, they covered lots of different avenues that you could take marketing.
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It could have been PR, it could have been crisis management, which I thought I wanted to do for a little while, and the thing that really stood out to me the most was branding, because it felt like that connection you were making with another business, especially when you were talking about smaller businesses, not like corporate brands.
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So when I take the time to work with a client, one of my biggest strengths here is listening without judgment, because I see my role in helping a brand develop itself as being part of helping that client feel seen and understood.
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I think branding really has the possibility to transform a business, through loyalty and trust, into a legacy.
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This is why I created the course that I'm going to talk about a little bit today the brand alchemy mastery for a smaller business to experience the same kind of strategy implementation that's usually reserved for larger businesses at a much more affordable scale yes, kira, I love that overview, and especially you and I have obviously exchanged emails before our conversation today.
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I'm excited to learn more about your course because it makes all of this stuff way more accessible for everybody else.
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I even love the name of it, so we're definitely getting into words and naming and all of that today.
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But I really want to kick things off because hearing you talk about branding, kira, I've always felt this way, and I'm sure a lot of listeners do as well that you're creative, you're an artist.
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You have this kind of unfair advantage when it comes to branding, because we all associate branding simply with visuals.
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I think that's one of the biggest misnomers out there.
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What does branding mean to you when you talk about this big topic?
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What are all the things that it encompasses?
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Yeah, so there are like a big three, I would say.
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But I would say I agree with you, most people and this is like it sounds so cliche but something that I repeat all the time is your brand is not just a logo and a tagline, it's not just a color scheme, the big things that go into a brand.
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Yes, it is the visual identity, but it has to tie strategically into your messaging strategy.
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If the voice is not correlating with that visual identity in a way that speaks to the people that you're looking for, it's not going to be a cohesive identity.
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So what branding really is dives deep into the psychology of how we understand shapes and colors and typography and language all put together in a way that really just speaks to people.
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Yeah, I love that, especially because it is a lot of things that we are all operators, we love working on our businesses.
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We don't love shapes and colors and all of these types of things, so it's really cool to hear that there's incredible people like you who are leading the way in this way.
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Which leads me to one thing that really stands out for me about your work and your agency is, of course, I mean, you hit the nail on the head right there.
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You already teased us with it is the messaging.
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Obviously, there's a million branding agencies, there's a million website design agencies, there's a million social media agencies.
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None of us are alone in a market of one.
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So it is all about that messaging.
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Your messaging talks a lot about timeless brands, kara.
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What makes a timeless brand?
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So the obvious answer would be a timeless brand is a brand that can adapt the tests of time right, but it also has to adapt through trends and evolving markets and now, especially the different forms of media, especially social media, that we're going to encounter that brand on.
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It has to offer consistency and be cohesive, but that doesn't mean that the brand never changes.
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This is my best and worst example of a timeless brand, because it's so obvious.
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But Apple Apple is a timeless legacy brand.
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Did you know that Apple's original logo was this very ornate, detailed, black and white illustration of Isaac Newton sitting under an apple tree?
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The apple was already there, so they were on their way to the sleek branding that we know today, but it was a far cry from what we know Apple to be now.
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I mean the one thing people, I mean there was the iMac, and then what people really knew Apple for, like early 2000s, was iPods, and iPods became completely obsolete with the smartphone.
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Right, but Apple's brand didn't become obsolete.
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They evolved while staying true to their core identity.
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So timeless brands have to be authentic and have a purpose in staying true to that core identity, but they are not focused on trends, and especially today, with micro trends on social media.
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They're more focused on building long term impact.
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They have an emotional connection that can span multiple generations.
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Yeah, kira, you're making my life easy and enjoyable here today because you use Apple as an example and I'm a very loyal Apple customer Everything from computers to watches, to iPads, to.
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I'm an early adopter for the Apple Vision Pro and I can't get enough of it Literally anything that they launched here.
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It is so cool.
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But I think it's important because when we think of Apple today, we do think of that very minimalistic branding.
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Their website even it's a ton of white space, it's beautiful product images and that's what we know.
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So I love that you called out the Isaac Newton sitting under a tree initial logo, because it's anything but minimalistic.
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It is so busy, so detailed.
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On that note, you really you bridge that gap by saying, yeah, brands do change over time as they evolve in those values.
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What I find fascinating about your company is that when you talk about that brand change, you call it brand revitalization.
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Talk to us about that, because I feel like a lot of us are either slow or fearful of evolving or revitalizing our brands.
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What's that look like?
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Yeah, I feel like revitalize feels a lot more collaborative than saying rebrand.
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Rebrand to me kind of insinuates that you are replacing the brand that exists there, whereas revitalizing means to breathe new life into something.
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So I mean I can tell you why you should revitalize or when it's a good time to revitalize.
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I think revitalizing is really important if you realize that your brand is no longer resonating with your target audience, or if it just generally feels outdated, like if you're someone who made your website in the year 2000 and has never touched it, you have bigger problems.
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But definitely revitalize.
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Or especially if there's been a major pivot in your values or offering that changes your audience yeah, when I think about that it's.
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It's fun for me because I feel like it's kind of a dichotomy where, like, great brands are brands that are sticky.
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We all know what Target looks like, we all know what Apple looks like, to that point Coca-Cola I'll throw them there in as well, because no matter where you go in the world, it's immediately your brain realizes oh, that's Coca-Cola, and so those are those sticky brands.
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But for us, as small businesses, of course we would like to have that same stickiness.
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But it is that balance of being sticky versus evolving, revitalizing, kira.
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How do we balance that?
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How often should we look at our brands?
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How often should we do this?
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I'm curious for those insights.
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Yeah.
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So as a midsize to small business, to solopreneur, even just like side hustle brand, I definitely think you should be doing an annual check in, just making sure that everything still aligns, and making small shifts.
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Do you need to update the quality of the images for your logos or the imagery that you're using across all of your social media bios and everything, or do you need to update the fonts that you're using?
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Big small things and annual check-ins are going to save you from having a much bigger project down the line.
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But for larger assessments like, do we need a new logo?
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Do we need to revitalize our mission statement and all of our messaging strategy Every two to three years, I think you should be asking yourself some key questions like is my brand still meeting my customers' needs and, at the same time, is it still meeting my internal goals and values that I want for my brand?
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I think it's important to know when revitalizing is too much, and you're definitely leaning towards something that I would more consider a rebrand.
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I think every brand, like we discuss in Elements, has core elements that it comes to you, as Whoever built out that brand originally has infused some of themselves into that and unless there has been a drastic change in the audience demographics that you're targeting.
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You should always retain those initial elements.
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I like to think of branding as an evolution rather than a revolution.
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Yeah, I love that perspective here, especially because you talk about elements and it's such a core part of your own brand.
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It takes me back to chemistry class in high school.
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I always think of ingredients.
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I always ask myself that question of what are the ingredients of a good business?
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And so when I walk into a store like Best Buy, for example, I don't just walk into Best Buy and go, oh wow, a lot of technology everywhere.
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I ask myself how did they lay this out?
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What were the ingredients that their team intentionally looked at?
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You obviously use that term of elements, and I love it, because elements all have chemical reactions and there's so many different transformations that come with it.
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Talk to me about your own brand and why that's the direction that you went, because, as a visual person, I think you have such strong visuals that complement the points that you make, even on your website, to put that at the center of your messaging.
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Yeah, so Alamensis.
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I came up with Alamensis before I tied it into the idea of alchemy, but alchemy really rings true as the message that is behind our brand.
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So alchemy was a word that, for like the first 25 years of my life, I had only ever heard referenced in the anime Fullmetal Alchemist.
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And then, when I was, a few years ago, looking what to name my brand, it needed to be something that was equally grounded in professionalism and branding and also felt true to my identity, of something that felt more mystical and innovative, and that's what Alchemy was at the time.
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I mean, alchemy actually goes back to ancient Egypt.
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It definitely had its heights at different points in time throughout different parts of the world, but at its height alchemy was an innovative science of progress.
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It is the catalyst for modern day chemistry and I don't know if people are familiar with the most common definition of alchemy, but the most common definition is that they were using a process of turning base elemental metals and that's how I got the idea for Elementsist into gold using the Philosopher's Stone.
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And they were also in pursuit of the Elixir of Life, which easily translates to me into legacy.
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But the secondary definition which you talked about in my bio is the one that we prefer to use at Elementsist to describe the process that we're doing, which is a seemingly magical process of transformation, creation or combination, and that combination is really important because that's where we're saying we're taking what you already have and exist and we're just tweaking it in a way that's going to make it more cohesive.
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That's exactly how I define our process.
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I never want a brand to feel like I'm taking the existing elements of their brand and turning it into something generic.
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I want brand to feel like I'm taking the existing elements of their brand and turning it into something generic.
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I want them to feel like they're being transformed into something that is gold, that is the elixir of life, of legacy, for their brand to make it timeless.
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Yeah, gosh, I love the fact that you use the word magical because I feel like it's very appropriate in both chemistry and in branding, because these are those transformations I would argue.
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The reason why it's so magical and why magic itself is a spectacle is because it sees and it makes us realize something that we couldn't fathom and believe ourselves.
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It really does the impossible in front of our very eyes.
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And I'm going to use that as a segue, because, kira, a lot of business owners I talk to entrepreneurs day in and day out and a lot of us I'm going to lump myself in a bit here as well is that we feel like we don't even have a brand because we're comparing ourselves to these huge ones Some of the ones that I've I've rattled off earlier and even hearing you talk about the elements, a lot of people might think what elements do I have?
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About the elements, a lot of people might think what elements do I have?
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Every time I go into Canva, I use a template, whatever the fonts are, whatever the colors are.
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Maybe I adjust those, but that's my brand.
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What's your?
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What does the conversations look like for business owners?
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I know you've worked with so many different businesses in different industries, different business sizes.
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What are those conversations look like when you help them to realize hey, the building blocks are here, the raw metals, so to speak, are here, and now we just need to transform them.
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Yeah.
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So the way that I work with a brand they can come to me with absolutely nothing.
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I've had definitely solopreneurs like real estate agents or mortgage brokers come to me and say, I don't know, it's just a template.
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I chose the first template and that's my website and they're like.
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But I want a brand that really represents me and the way that I'll work with them is I do typically before I created this course, in my agency, I work with one client at a time and we used to work in an intensives format where we would try to take a project that would normally last two to three months and crunch it into like eight hour days for like five to 10 business days, giving that person all of our attention for that amount of time.
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Because I think it's really important when you're trying to create something that really speaks to people to not spread yourself too thin.
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Like what if I was working with a beauty brand and an engineering firm at the same time and I was crossing those wires?
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But what I do is I will set on the owner or the founder's calendar, we will set a meeting that will usually last 90 minutes to two hours, and I have this list of questions that I've cultivated over the years.
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It's like 50 questions long and some of them feel a little redundant, but it is asking everything from where you know how did you start this business?
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Where did you get the idea for the name?
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Or what are your goals this year, three years, five years?
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What is your biggest obstacle?
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Who are your biggest competitors?
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There's so many questions that I ask and, through this process of unearthing everything that they already believe and value and understand their brand to be, I can then pull out those elements and then I deliver them what I call the brand alchemy formula, which is a very, very long document.
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People come back to me and they say I hate reading, but I loved reading this.
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It's usually like 20 pages long and it's a strategy that takes them through who their brand is, and they already know.
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You already know who your brand is.
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You just don't know how to frame it in the right perspective.
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Yet yeah, I can tell you're picking at all the pain points for us non-creatives and non-branding strategists, because I sit there and you're right.
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So often I'm just like it's in my head, but how do I bring it into reality, both visually, and how do I articulate all of those things you mentioned?
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Starting from scratch and you brought up the example of a real estate agent, kira.
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That's probably one of my earliest struggles as an entrepreneur.
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I started my first business when I was 19, right down the road from where you were, and what I always went through is what does a personal brand look like?
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Should I build up Brian Lofermento as a brand?
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Should I build some sort of company brand, which I felt a little bit like a fraud all the way back then, because I was like, if I choose a company name, no one knows that company, it has no reputation.
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How do we balance that?
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Because I remember part of my inspiration was the Tony Robbins of the world that they had those strong personal brands.
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They had books, they had online courses, they had workshops.
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They had all of those things.
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Where do you settle in the personal brand versus business brand debate, or do they work together?
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They definitely can work together, but I definitely see more success when you're, if you so, those people, those entrepreneurs.
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They are branding themselves as a personal brand.
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That is a business, but in a way they're not, because how much do you actually know about that person and their beliefs or just their approach to business?
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I have a good example of when to separate out a business brand from a personal brand.
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So I have a client now.
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She is a couture gown designer.
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Her brand is called Lullaby and it is primarily for women.
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I mean, it's very high-end gowns and has a very specific audience, a very specific voice that it uses to speak to that audience demographic and it's very tailored to resonate that way.
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But at the same time she does public speaking engagements as a Dominican woman in the corporate world, in the fashion world and in the philanthropic world, because she also has a foundation.
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That was her personal brand, lala B.
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That was her business brand.
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Lala B and Melina share similar values but they are still different.
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They have different industries and aspects to them and when you tie them together it becomes too convoluted and confusing and people start to wonder what am I looking at?
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So we decided to build her out a separate brand.
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That would you know.
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And when you build out a separate personal brand in addition to your business brand, you want it to have its own website, its own social accounts and its own strategy, its own brand strategy, its own messaging strategy, its own visual identity completely different.
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It can be adjacent, it can look like the sister company to your brand, to kind of tie everything under one conglomerate.
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But there is a purpose to separating them out, because if you're speaking even just slightly different audience demographics that you're targeting, separating those two out is going to help you more effectively target each of those audiences.
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Yeah, I love that word that you picked there adjacent.
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I think that's where that bridge of consistency comes in.
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Is that you are I mean, you just laid it there for us is that you are viewing them as two different brands, but they're sister brands, they're related.
00:19:42.884 --> 00:19:48.855
There is that bridge of consistency and I think that's where the magic lies, because I'll keep using Tony Robbins as the example.
00:19:48.855 --> 00:19:53.009
It doesn't matter whether you go to one of his in-person events or I think he's got a documentary.
00:19:53.068 --> 00:19:58.486
At this point, this man has an entire ecosystem that he's built and so many of them his courses have their own names.
00:19:58.486 --> 00:20:06.943
His books have their own names, like Unleash, the Giant Within, but you know it's a Tony Robbins thing, because there is that consistency and adjacency across the board.
00:20:06.943 --> 00:20:08.709
So I love your perspective on that.
00:20:08.709 --> 00:20:09.250
Kira.
00:20:09.250 --> 00:20:22.914
I want to put you on the spot to talk about your course, because it's one of the reasons why, when we initially reached out to you, we love how accessible you're making this, because I'm just going to call this out on the air for all of our listeners around the world is that a lot of us feel like how expensive is this going to be?
00:20:22.914 --> 00:20:27.799
How the heck am I ever going to get this level of service for my individual brand.
00:20:27.799 --> 00:20:29.307
So I love that you're scaling it.
00:20:29.307 --> 00:20:35.753
You're bringing it to the masses through Brand Alchemy Mastery, which I even love that name, because I love how much you use that word alchemy.
00:20:35.753 --> 00:20:40.271
Talk to us about that course and the inspiration for and really what your goal is in there.
00:20:45.619 --> 00:20:47.444
Yeah, about that course and the inspiration for and really what your goal is in there.
00:20:47.444 --> 00:20:48.567
Yeah, so I mean there were multiple goals for the course.
00:20:48.567 --> 00:20:49.851
I mean one of the things was I working one-on-one with people.
00:20:49.851 --> 00:21:00.366
There's a very limited number of people I can work with in a year and I would do tons of prospecting and have tons of people interested but have to pick and choose and that was really hard because you want to help so many people.
00:21:00.366 --> 00:21:07.604
The other thing was I realized I couldn't take a vacation because if I wasn't actively in the business, no project was getting done.
00:21:08.546 --> 00:21:25.826
But it was this process, this starting with this long interview that gets us the starting strategy that we make that I thought needed to be implemented on a larger scale and, honestly, without all of the accessible AI that we have now, this wouldn't have been possible.
00:21:25.826 --> 00:21:29.502
Or without my husband, because he's the engineer who helped me create it.
00:21:29.502 --> 00:21:33.451
So this course is broken into kind of two parts.
00:21:33.451 --> 00:21:36.227
And what makes this course so different?
00:21:36.227 --> 00:21:45.926
Like you have probably looked at a million branding courses and thought this looks like it could help me, and maybe you bought that course and you couldn't implement any of those strategies.
00:21:45.926 --> 00:21:49.127
They didn't apply to you, they didn't make any sense for your business.
00:21:49.127 --> 00:21:56.116
This course is never going to be like that, because everything in it is going to be customized to your exact business.
00:21:56.116 --> 00:22:01.069
So it's six modules um, really five that are content.
00:22:01.069 --> 00:22:11.258
The six module is all bonus pdf downloads on breaking down the psychology and kind of just like guides to wireframes and everything to kind of jump start your visual identity.
00:22:11.258 --> 00:22:12.881
But the sigma six modules and you start by identity.
00:22:12.881 --> 00:22:19.509
But the six modules and you start by interacting with my chatbot that I have taught.
00:22:19.509 --> 00:22:27.781
I spent a long time writing down all the processes and all of my thought processes on how I write these brand strategies.
00:22:27.781 --> 00:22:52.916
So you're going to go through this interview with this chatbot, that is, these long, intensive questions about everything that has to do with your current business, and in the end you're just going to submit that and it will generate the strategy the same way that I would have, and you'll download that strategy and it will have everything from where your business currently is to who your ideal audience should be, in a very broken down way that you could use.
00:22:52.916 --> 00:23:06.263
I mean, it's going to tell you demographics, psychographics, interests, and you know you could use this for Facebook ads, you could use this with a marketing agency or you can just use it when you're considering writing your messaging strategy.
00:23:06.263 --> 00:23:17.059
But the biggest thing about this strategy is it's going to have unique recommendations just for you on how you can implement this strategy in ways that apply only to your business.
00:23:17.059 --> 00:23:28.737
Like when I first did this for Lalavie, one of the things that we discussed was that she should be holding events and how she can reach out to those other visionaries that think the same way that the Lalavie brand thinks.
00:23:29.338 --> 00:23:41.172
So once you have this strategy, you go into the rest of the modules, which are based on common pain points that most businesses have, like how do you offer the right products and services?
00:23:41.172 --> 00:23:49.682
Are you offering two broad spectrum of things, things that you are capable of, but they're not your favorite things to do, nor are they the things that make you the most money.
00:23:49.682 --> 00:23:51.996
So why are you offering so many things?
00:23:51.996 --> 00:23:57.963
Would you be better off offering three to five core services instead of 10 different services or products?
00:23:58.845 --> 00:24:05.759
How to align on social media, how to work with SEO if you know nothing about SEO within your website?
00:24:05.759 --> 00:24:06.782
There are module.
00:24:06.782 --> 00:24:22.776
There are six different core pain point lessons in the module, and then there's all of the bonus content to help you with your visual identity at the end but really no, two people will have the same experience in this course and everybody will walk away with something completely actionable that's.
00:24:22.776 --> 00:24:26.434
The other thing about these strategies is that they don't just give you the recommendation.
00:24:26.434 --> 00:24:31.548
They also give you three to five action steps on how to implement this within your business.
00:24:32.355 --> 00:24:35.045
Yeah, kara, I love hearing that overview and it sounds cool.
00:24:35.045 --> 00:24:39.791
It almost feels silly for me to call it a course, because it's not just a course where you learn things.
00:24:39.791 --> 00:24:44.203
You actually end up with actions and results in a cohesive strategy.
00:24:44.203 --> 00:24:50.313
So I love that and the fact that you and your husband have woven AI into all of that to create that customization.
00:24:50.313 --> 00:24:59.784
You're right, because if it's just simply a PDF, sure I can answer the questions on my own, but to have all of that embed into the stuff that I go through inside of your course is incredible.
00:25:00.144 --> 00:25:19.307
I want to go a little bit deeper there, because it's so clear to me that whether someone gets to work directly with you or they go through your course, the interview, those questions, the thought that goes into the strategy and the intentionality behind all of it it seems so key to ending up with something that is truly a transform brand, something that's really special.
00:25:19.307 --> 00:25:31.488
Talk to me about those questions, because I know in our private conversations a lot of it feels like people are going through therapy and I'm sure you make people think about things that they haven't sat down and sat with.
00:25:31.488 --> 00:25:32.717
That's the term I'm going to use.
00:25:32.717 --> 00:25:38.028
They haven't sat with these things, maybe, maybe ever in their lives or in their businesses.
00:25:38.028 --> 00:25:39.813
What's so special about those?
