StartUp Ladies™

Welcome StartUp Ladies, future entrepreneurs and business owners. I have a very special guest for this post. She is Liz Pabon, the Branding Maven, and author of The MavHERick Mind. I am so very happy and honored to have Liz answer questions for me and my readers and to give us some insight into this Branding Maven’s world. Don’t forget that Liz is making herself available from 1:00 - 3:00 PST to answer comments and questions from you. Okay, let’s get started!

Camilla: Please tell us a bit about yourself, your business and your book, The MavHERick Mind.

Liz: Thanks for asking! I’ve been an entrepreneur for five years and in 2007 decided I wanted to write a book that reflected one of the greatest challenges the women I work with face. As a brand and brand marketing strategist, I approach branding from a place of introspection. I firmly believe that as entrepreneurs, our business is a reflection of who we are. As women in particular, our business and life become one. We don’t necessarily separate one from the other. This is why getting clear on your personal brand first is so very important as it will later be a reflection of your business brand. Because my process is so introspective and is an unearthing of what drives you at your core, many women I coach and guide get stuck. And where they are stuck is usually somewhere in their mind. Limiting thoughts, beliefs, fears, apprehension all wreak havoc on their personal development and always (no exceptions) shows up in their business. My first manuscript draft was written as a business growth book with the brand as the soul of the business and later, it evolved into The MavHERick™ Mind. It’s a fitting place for my first solo book as it is also the first, and most important, step of my branding process.

Camilla: Did you prepare a business plan before you took the leap? If not, do you have one now and/or do you have an operations manual?

Liz: Yes I did prepare a business plan before I launched my business and revisit it at least twice per year. I believe in keeping your plans as fluid as possible to address those opportunities – or callings – that you don’t plan for.

As for an operations manual, I don’t have anything formal but do have processes and systems in place to keep the business running as smoothly as possible. I share these with my team on our company Intranet.

Camilla: Were you worried about the “how” of your business idea or did you let the “how” of your business idea hold you back in any way?

Liz: I’m not one to worry about the ‘how.’ I am a BIG do-er and when I get an idea, I act and act quickly. I once heard that success (and money) like speed. When a window is open (it could come in the form of an idea or other opportunity) I act on it because I’ve discovered that every window and door at some point close.

Camilla: What books/music/movies/quotes inspired you and/or still inspire you? What is your favorite and why?

Liz: I love all sorts of music. I can’t say a piece or specific genre of music inspires me although lately, there’s something about Brazilian music that gets my creative juices flowing

As for books and movies, I love both and am especially fond of and inspired by those that have a positive uplifting message. Don’t get me wrong, there’s nothing like an action movie where the girl saves the day but movies that make you reflect on the good and motivate you to get up and do more good are amongst my favorites.

I think I own virtually everything written by Maya Angelou, and John Maxwell although I have quite a library in my home because books are my addiction…next to shoes and handbags

Camilla: Can you give us an example of making an amazing connection that has propelled your business?

Liz: I subscribed to an ezine for years and decided to make the investment to attend the publishers event – this was about two years ago. Making the decision to get out of the office and fly to another state was the best move I made. From that one decision I not only gleaned new knowledge but I also made connections with a group of five outstanding entrepreneurs that I still mastermind with today. Their support is invaluable. As a solo professional, you don’t have the benefit of a board of trusted advisors but I’m blessed to have this amazing group of men and women in my corner.

Camilla: Do you think it’s better to be a specialist or a generalist?

Liz: The days of being a “Jill of all Trades” are over. Because we have so many options today in virtually every market, what makes consumers comfortable and puts them at ease about their decision to buy your product or service is having the confidence that you specialize in the area they need a solution for. When you position yourself as a generalist, you run the risk of being perceived (in the mind of your market) as knowing a little about a lot versus knowing a lot about a specific area. And people are just more comfortable paying you (and a premium at that!) when they know you are an expert in your field.

Camilla: What process led you to the name of your business and your logo?

Liz: Well, as “the branding maven” you can imagine I have a specific process. In fact, it’s a 6-step brand by design process that I not only take my clients through to gain clarity on their message, market position and market that’s best suited to their brand but the aesthetic (logo and design) as well. A lot of people are misguided in thinking they can have a one or two hour discussion about the brand and start designing the aesthetic. I teach my clients that their logo is merely packaging. It’s the great outfit you wear that’s a reflection of you but isn’t the entirety of who you are. Your brand is the soul of your business not the wrapping.

I took myself through this very process to decide on my moniker and the overall brand message and position I have in the market…thanks for asking

Camilla: What has been your biggest hurdle?

Liz: I stopped looking at my life in terms of hurdles I’ve overcome. Not because situations haven’t presented themselves as potential hurdles but because I choose to view whatever comes my way as an opportunity to grow, adjust or simply accept.

Camilla: Have you tried other business ventures before this one? Was it successful?

Liz: No. This is my first entrepreneurial ‘gig’ and I’m blessed to have made the switch from corporate Rapunzel to entrepreneur extraordinaire.

Camilla: What group or organization are you a member of that has been the most beneficial?

Liz: I choose the groups I am a member of very carefully and look for organizations that are a good fit for my brand and that reaches the market I wish to serve. I’ve parted ways with a number of organizations because the fit factor wasn’t there. However, eWomen Network is an organization I am proud to call myself a member of. I love their philosophy about giving first and the warmth and authenticity of the members is a clear indication of the leadership of this terrific organization.

Camilla: How do you incorporate doing good for the community and conducting business?

Liz: As a coach, anytime I work with a client (individually or in groups) I believe I have the opportunity to reach communities I may never meet personally. Because the work I do with my clients helps them reach their greatest potential they are then able to serve with a bigger heart and with more clarity. It’s an indirect way of serving but one I’m delighted to participate in.

More directly, I recently wrote a book, “The MavHERick™ Mind: How to Win the Battle for Success by Using What You’ve Got to Get What You Want” and decided to use it as a vehicle to reach out.

During the month of March, I am donating 100% of the net proceeds from the sale of my book (my ‘baby’) to both the eWomen Network and Women for Hire foundations. They both have a passion and commitment to empower women that resonates with me at a deep level.

We all have the opportunity to look inside our business, put on our creative hats and find ways to give back through time, money or support. The opportunities are there if we’re willing to look closely enough…

Camilla: What was the best day of your life?

Liz: I don’t look at one day as being better or worse than another. I’ve found that to do this disengages me from today. If I decide that one day is better than another then I’ll always be looking to match the success of that day or create something better. Either way, this takes away my ability to remain focused on the present. Sounds a little woo woo but I find I live more harmoniously this way.

Camilla: What strategies or thoughts do you use when you are having a bad day?

Liz: In my book I write about creating a new script for your life. You see we tend to replay events from our past or anticipate what the future might bring and that’s when we spin out of control. When this happens to me – and it does from time to time – I play back the script I’ve created for my life. Each year, I write the script (like a play or a movie) for that year and fill it with all the new people I’ve met, places I’ve been to, people I’ve affected with my teachings, everything. I then record that script in my own voice and play it in the background. We easily sing along with songs we haven’t heard in years or have a tune we can’t get out of our heads. I figure, why not have the ‘tune’ or story that’s being played in your head be one of your own making…

Camilla: What is the hardest lesson you’ve had to learn?

Liz: To be present. At one point in my life, I found myself in the carport of my condo and had no idea how I’d gotten there. I drove over 50 miles through several towns, stop lights, and made all sorts of turns and didn’t remember any of it. It was then I realized that I wanted to be more present in my life so that I could enjoy the journey.

Camilla: Which decision in your life took the most courage?

Liz: Like so many of the women I coach and mentor, any decision that takes you out of your comfort zone requires courage. Honestly, there are so many times I’ve purposefully had to stretch (and sweated bullets while doing it!) that I can’t choose just one. I will say that today, I embrace these opportunities to realize what I’ve got because everyday is a chance to discover even more about who I really am and what I’m really made of – we all have this opportunity.

Camilla: What entrepreneur do you most admire?

Liz: I work exclusively with entrepreneurs from all walks of life and can tell you I admire something in every one of them. While many of them aren’t in the papers each day they are stars in their own right I suppose what I admire about them is what I admire about any entrepreneur – no matter how visible they are – and that is the ability to follow the dream for freedom. And not just chase after it but make it come to fruition. That’s the beauty of entrepreneurs…in many ways we’re the freedom fighters of the business world.

Camilla: If you could sit down and have a drink with anyone on the planet, who would it be and why?

Liz: Good grief…just one person! Well, I’d have to say Oprah. She’s an amazing woman with an incredible vision. Plus, I bet we’d have some crazy stories to swap after a Lemon Drop or two

Camilla: Give us a mental picture of how you incorporate listening to your script into a typical day (this is an exercise from the book for the readers who have yet to read it).

Liz: It’s pretty simple really. When I’m having “one of those days”…you know, when it seems like you’re out of sync with everything in your world…I first recognize what’s happening. I then stop whatever I’m doing, sit quietly, take a few deep cleansing breaths (this helps tremendously) and then play my script (on CD) softly in the background as I work or putter. It may seem a bit odd at first to hear your own voice coming out of the speakers but you get used to it. The more I hear it I can’t help but be lured into the story and smile because it’s a world I’m delighted to live in.

Camilla: What tips or advise can you give us regarding our elevator speech or what we say when asked “What do you do”?

Liz: Focus on the outcome you achieve for your clients and deliver it in story form. Instead of “I am a Life Balance coach, and can help with A, B or C” how about something like “I restore the sense of connectedness we sometimes lose as women who are bringing home the bacon and frying it up in a pan. My last client, Jane, tells me she hasn’t felt this in touch with her true self since before college!…”

Camilla: Give us an example of how you use or have used the Power of Persistence to get where you and your business are today and in keeping that momentum.

Liz: As entrepreneurs, if you don’t persist you won’t exist. There are all sorts of situations that sneak up on you especially in the beginning of your entrepreneurial journey and the one thing that will keep you in momentum is persistence. The biggest mistake I see entrepreneurs make is they gain a little momentum, experience a set back (which happens!) and then they decide to sit it out. What they’ve done is lost the momentum they had gained and have to start over. I see this often with entrepreneurs in business for 2 or 3 years but haven’t grown their business monetarily. Usually, it’s because momentum was never maintained. It’s tough to grow a business in this way and is much easier to push through the obstacles or better yet, choose to view them as growth opportunities! After my first year as an entrepreneur I had a panic attack of sorts and went back to the corporate grind. Once I realized I was doing myself, and my dream, a disservice I high tailed it back and committed to my business. I suppose in the end it’s really a matter of commitment. The more committed you are the more able you’ll be to persist when you (and your business) need it most.

Thank you so very much Liz for this amazing opportunity. I encourage all of my readers to buy The MavHERick Mind and not just read this great book; but, to actually follow through with the exercises.

Liz Pabon, The Branding Maven

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