Creating a Brand that Your People are Dying to Buy From with Victoria of BrandWell Designs

Victoria Marcoullier’s path to founding BrandWell Designs was not a straightforward one, and much like many entrepreneurs, she started with a side hustle. Before launching BrandWell full-time, Victoria worked for a marketing agency, where she honed her skills in design and marketing. But there was something about the corporate environment that didn’t sit well with her.

“I was doing marketing and website design for physical therapy practices. At that time, I had never been to physical therapy, and our typical clients were male private practice owners. I didn’t feel a real emotional connection with the work,” Victoria shares. She longed for a more meaningful and personal connection with the people she served.

Her desire for creative freedom and a deeper connection with her clients pushed her to pursue freelancing on the side, primarily working with women and entrepreneurs who were in similar life seasons as her. Over time, this freelancing venture grew, and the birth of her first child in 2019 served as the catalyst for Victoria to go all in on her business.

“It’s now or never,” she thought, and so she took the leap, quitting her full-time job to focus on BrandWell Designs.

Balancing Business Growth and Family Life

The last few years for Victoria have been a whirlwind. Not only has she grown BrandWell Designs into a full-fledged business, but she has also navigated the challenges of motherhood. She’s now pregnant with her third child, which adds yet another layer to her busy life. Victoria reflects on how balancing a growing business with raising children has been a learning experience, especially in terms of how to manage time and prioritize effectively.

For Victoria, entrepreneurship has allowed her the flexibility to work around her family’s needs. She shares, “Having a creative outlet like my business has been a treat in the midst of motherhood. It allows me to still be me, outside of just being a mom. Life is fuller and more exciting now.”

Her journey has not been without challenges, but she’s grateful for the way she’s been able to combine her personal life with her entrepreneurial dreams. It’s clear that her passion for both design and business has been the driving force behind BrandWell’s success.

Naming BrandWell Designs: More Than Just a Name

One of the most personal decisions any entrepreneur faces is naming their business. Many solopreneurs often opt to use their own name, and Victoria initially followed this route. Her first business name was “Marcoullier Marketing,” after her married name, but she quickly realized this might limit her long-term goals. “When you’re a solopreneur, it feels natural to name your business after yourself,” Victoria explains.

But as BrandWell Designs grew and she envisioned the agency becoming larger than just herself, she began considering a name that reflected the broader vision of the company. Growing up with entrepreneurial parents, Victoria had seen two different business models: her mother, who ran an interior design company, and her father, who built a large call center business. From her father, she learned the power of creating a business that could grow independently of its founder.

She wanted BrandWell to be more than just a personal brand. “I wanted BrandWell to be a big design agency one day, with a team of creatives and a business that could function without me at the center of it all,” she says.

After going through multiple name ideas, Victoria finally landed on “BrandWell” because it resonated with her goal to focus on branding while also evoking a sense of quality and reliability. The name also had the added benefit of being memorable and searchable, a crucial aspect when building an online presence.

“It just stuck,” Victoria recalls. “I loved that it had the word ‘brand’ in it because that’s what I want to be known for. And it just felt right.” In addition to the name, Victoria recently received a registered trademark for BrandWell, a significant milestone for her business. “I’m so glad I own it now,” she said with pride.

The Importance of Branding in Today’s Market

With branding being such a buzzword over the past several years, it’s easy to get lost in the noise. With so many entrepreneurs using the term “personal brand,” the space has become saturated, making it more difficult to stand out. But for Victoria, branding is more than just a trendy term; it’s about creating a true connection between a business and its customers.

“Branding is about telling a story and creating a relationship with your audience,” Victoria explains. “It’s not just about a logo or a color palette. It’s about crafting an experience that resonates with the people you serve.”

Victoria’s philosophy on branding highlights how important it is to understand your target audience, create a clear narrative, and be consistent in how you communicate that message. It’s about building trust, standing out in a crowded market, and creating a brand that truly reflects the values and vision of the business.

As we continue this conversation, stay tuned for more insights on branding and the entrepreneurial journey from Victoria of BrandWell Designs. Her experience offers invaluable lessons for anyone looking to start or grow their own business, particularly those in creative industries.

The Importance of Sales in Building Your Brand

As we delve deeper into branding and its impact on a business, it’s essential to understand that your sales process plays a pivotal role in how your brand is perceived. One of the first things that I noticed when interacting with BrandWell was the difference in the sales process. Unlike other designers, the BrandWell team took the time to offer a thorough presentation during the inquiry call, showcasing not just the service, but the entire experience a potential client could expect when working with them.

For many businesses, the inquiry or sales call is merely a transactional moment, but for BrandWell, it’s an opportunity to build the brand in real-time. By presenting a well-structured, personalized approach, they set the tone for what the client can expect from their service—efficiency, professionalism, and a tailored experience. In essence, this sales call became another extension of their brand.

The Role of Marketing in Sales

The foundation of a successful sales call, according to the team at BrandWell, is the marketing that leads up to it. They emphasize that great marketing does half the work, making sales easier. By having a consistent, branded presence across various platforms like their podcast, Instagram, and website, BrandWell builds trust before clients even pick up the phone.

Marketing serves to position the business, showcase its values, and foster a sense of familiarity. BrandWell’s upfront approach to pricing on their website built trust. By clearly outlining their pricing structure and expectations, they attracted clients who were ready for a premium experience rather than turning them away. This is a critical branding tactic because it ensures that only those who see value in the offerings are engaging in the sales process.

Building a Tailored Client Experience

During the sales call, BrandWell goes above and beyond in personalizing the experience for the potential client. This customization can be seen in their approach to research and presentation. For instance, before an initial sales call, they take the time to look at the potential client’s website, understanding their style and needs. This personal touch demonstrates not only attention to detail but a genuine investment in the client’s success.

The practice of conducting research before a call helps in creating a tailored experience. By sharing examples of previous work in the client’s industry, they show that they understand the nuances of the client’s field and can provide solutions that cater to those specific needs. This level of preparation and the use of a branded presentation deck helps establish credibility and professionalism, key components of a strong brand.

The Power of Video Calls and Face-to-Face Interaction

One key takeaway from BrandWell’s sales strategy is the emphasis on face-to-face interactions. Video calls are a non-negotiable part of their sales process. While it may be tempting to rely on email, phone calls, or DM’s to communicate with potential clients, these methods don’t allow for the level of personal connection that video calls can offer.

Video calls allow for real-time engagement, letting the client see the person behind the brand and gauge their reactions to important details such as pricing and process. It is extremely important to see a client’s response in real time, particularly when discussing significant decisions like pricing. This interaction not only builds trust but also provides invaluable insights into the client’s readiness to move forward, making the entire process smoother and more efficient.

Creating a Brand Experience That Reflects Your Values

BrandWell’s sales process is a reflection of their brand ethos: authenticity, professionalism, and a commitment to providing high-quality, tailored services. Every touchpoint—from the first interaction to the final sale—is an opportunity to reinforce these values. By creating a seamless, personalized experience, they not only win over clients but also cultivate long-term relationships built on trust and shared values.

The sales process is much more than just selling a product; it’s about creating a brand experience that resonates with potential clients. When a brand consistently delivers on its promises and builds trust throughout the sales process, it solidifies its position as a leader in its industry. This approach is not just effective—it’s essential for building a brand that stands the test of time.

The Power of Niching Down and Building a Tailored Experience

One of the most critical factors in the growth of any business is identifying your ideal client. This means understanding not only who would benefit from your services but also who you genuinely enjoy working with. The intersection of these two aspects — who you serve and who you can form meaningful relationships with — forms the foundation of a successful brand.

How to Identify Your Ideal Client

In the early stages of your business, it’s essential to ask yourself: Who needs your services? and Are they willing to pay for it? Once you have clarity on this, you can narrow it down further. A great question to ask yourself is, Who do I enjoy working with? This alignment ensures that you’re not just offering a service but doing so with people who appreciate and value what you bring to the table.

The journey to discovering your ideal audience can also lead to understanding what industries you best resonate with. For example, the founder of BrandWell realized that although she had experience working with physical therapy practices, she didn’t particularly enjoy it. She also recognized that certain client demographics, like older men, didn’t always understand or appreciate the branding importance she specialized in, particularly on platforms like Instagram. This realization led her to focus on a niche she felt more connected to, a decision that significantly impacted the success of her business.

The Evolution of Niching Down

When BrandWell first launched, the focus was broader. The team started with services for a variety of clients using platforms like Shopify and Squarespace. Over time, they recognized that working with female entrepreneurs using Squarespace was a sweet spot. They further refined their niche by focusing on millennial women running service-based businesses, emphasizing those who recognized the importance of online branding and were ready to build their presence.

This continued niching not only brought clarity to their marketing but also helped BrandWell develop expertise in a specific group of clients. For example, by focusing on millennial women who wanted to be seen as serious professionals, BrandWell was able to create a service that resonated deeply with this target audience. This strategy didn’t limit creativity but allowed BrandWell to build a diverse portfolio by working with clients across various creative industries, from interior designers to photographers.

The Balance Between Specialization and Creative Freedom

BrandWell’s founder has always maintained that niching down doesn’t mean being locked into a single industry or demographic. It’s about creating a brand that speaks to a specific group but still allows flexibility for creativity. While the agency primarily serves five industries, the team is not restricted to just one type of service. This flexibility has allowed them to grow and stay creative, without becoming boxed into a specific niche. It’s a balance that allows for a tailored experience for clients while maintaining an enjoyable and diverse work environment for the team.

The Importance of Systems in a Seamless Client Experience

As any business grows, having well-defined systems becomes increasingly important. For BrandWell, one of the standout aspects of their client experience is the clarity and consistency in their systems. Clients always know what to expect because the systems have been honed over time to reflect what works best for their target audience.

Victoria noted how important it is to refine these systems regularly to ensure they remain aligned with their ideal client’s needs. A critical element in this process is the annual retreat where the entire design team comes together to review and refine the client experience. This practice ensures that the systems stay fresh and relevant, addressing any pain points or improvements to enhance the client journey.

A perfect example of this is BrandWell’s careful approach to communication. The team uses tools like HoneyBook to ensure their entire process — from contracts to design proofs — feels consistent and on-brand. But beyond the automated systems, BrandWell ensures that each client has a personal touchpoint. Every week, a “Monday check-in” is scheduled to ensure clients are always informed, even if there’s no immediate update. This thoughtful communication keeps clients in the loop, reduces anxiety, and fosters confidence throughout the project.

The Key to Building a Brand That Clients Want to Buy From

BrandWell’s approach to branding revolves around a central concept: creating a brand that your ideal audience wants to buy from. This goes beyond just offering a service; it’s about establishing a brand identity that resonates deeply with your clients. BrandWell’s success in building a brand that attracts clients is a direct result of this principle — they’ve built a brand that speaks to their target market’s needs, values, and aspirations.

The attention to detail in both branding and client interaction has allowed BrandWell to build a strong and sustainable business. They understand their clients’ pain points, desires, and preferences and have tailored every aspect of their service to meet those needs. This has created a client experience that is not just professional but also emotionally resonant, ensuring that clients feel valued and heard at every step of the process.

Final Thoughts: The Power of Clarity and Alignment

The journey of building a successful brand is about more than just offering a service or product; it’s about aligning your skills, values, and audience in a way that feels authentic and rewarding. For BrandWell, this journey has involved careful exploration, introspection, and refinement of both their target audience and internal systems. By narrowing their focus, they’ve been able to build a brand that truly connects with the women they serve, while maintaining the creativity and flexibility that keeps their work exciting.

The success of BrandWell is a testament to the power of niching down, refining systems, and always keeping the client at the center of the experience. By focusing on what matters most to their ideal audience and continuously adapting to their needs, BrandWell has built a brand that not only attracts clients but also inspires loyalty and long-term relationships.