TL: Welcome back to Heartrepreneur Radio. This is your host, Dr. Terri, Chief Heartrepreneur Business Mentoring Strategist, and I am so excited. Not only is Heartrepreneur Radio getting tons of downloads and tons of visibility, but I must just say, thank you. I am able to have the most amazing guests on the planet who I truly enjoy chatting with and learning from, and today is no exception. Today I have on the founder of Brands for The Heart, (could I have somebody better for Heartrepreneur Radio?) and also Business Soul Architect. That just gives me goosebumps, we’re gonna have to find out all about that. Her name is Andrea Shillington, and on a 13-year world tour as an international brand strategist, she developed strategy for fortune 500’s and other famous brands, from the UAE federal government to Astra Zeneca to seven start hotels, all prior to launching Brands for the Heart. Her talents, her insight and heart, combine to create a winning combo that brings a unique perspective to the entrepreneurial audience, that’s us for sure. She’s all about making a difference while delivering a million-dollar brand position for those she serves, that gives me goosebumps too. Her work has been featured in Entrepreneur, Good, and Springwise to name a few, so let’s bring her onto the show. Welcome Andrea!
AS: Hello Terri, thank you SO much for having me here. This is like the most perfect place that I could be for sure!
TL: It’s just magical, it’s like wow! Brands for the Heart, we have to talk. So, how did you get started? What made you launch Brands for the Heart, and what was on your mind, and why that name?
AS: Great question. So, I basically started my career in like the fortune 500 big branding agency space, where we would charge a quarter of a million dollars at least to do a brand for a big massive company, up to like a million dollars. And then, I actually went through my own personal “soul quake” I call it, where I ended up coming back to Vancouver. I was living abroad in Dubai and London doing that global international work, and then I came back to Vancouver where I live now, and I started meeting all of these amazing entrepreneurs that were really heart centric and wanted to change the world and had these beautiful ideas to genuinely move humanity and our planet forward. And then they would go onto 99 Designs and buy a logo and slap in on everything, and I was like, ouch! It would like break my heart, cuz I’m like, that’s not how you brand! And these people, I believed, really are the kinds of businesses our world needs today. So, I created brands for the heart to help these entrepreneurs create brands that will literally change the world. And the reason why I call it Brands for the Heart, is because I believe that we all have this heart-centered purpose inside of us, and if we all just stand in that thing that we’re meant to do, if you’re a lemon tree, you’ve got to grow into being a lemon tree. You can’t become an apple tree. So, if we all stand in that seed of what our heart is here to create in the world, then our world will be a competently different place. And, I believe that Brand for the Heart is about doing what’s in your heart, and then doing it for the other hearts in the world. So, for me, that’s really where the name stems from.
TL: Wow. I love it, I totally resonate with that, it makes so much sense. It’s so interesting to me because people do go to these design sites and all of the sudden they have these things, and they think oh, I’m done. So, why don’t you define for the audience what a brand really is, and what it’s supposed to do. I think that would be really helpful.
AS: Ya, well you mentioned in my intro, you talked about being a Business Soul Architect so I’ll kind of touch on that here too. Because to me, your impact that you’re here to have in the world, is really in your story. So, branding is not just about figuring out what market you’re going to make the most money in, it’s really about aligning your business to your soul’s calling. And, sometimes a lot of people come to me and the feel like they’re unfocused, and they’re unclear and they’re bumbling around. And it’s usually, in my experience after doing this for 14 years, because they aren’t clear on what their life’s purpose is. They’re looking at other people and saying, you know I want to be like Marie Forleo or I want to be like Tony Robbins. But, you’re not Tony Robbins or Marie Forleo, you have your own unique thing to create in the world. So, for me, creating a brand has really evolved since what I originally sort of understood it to be. It’s really evolved into stepping into your souls calling and creating something for the people of the world that will move humanity forward in a positive direction.
TL: Wow. I love that, that is phenomenal, that actually gives me goosebumps. That is phenomenal, excellent, excellent. So, who’s an ideal client for you? If somebody’s listening to the show today and they’re resonating with you, how do they know if they’d be a really good client for you?
AS: That’s a great question. So, for me an ideal client is someone who feel like they’re an ocean pouring through a sink tap. Right?! They’ve got this huge, massive desire to serve and lead from their heart, and yet they’re like, oh my gosh. How do I actually communicate this in the world? And usually they’re people who have done a lot of personal development, and they’re the type of person who maybe has been a serial entrepreneur, has had success before, but is really ready to step into being a Heartrepreneur. Being someone who is heart led, who is stepping into the legacy that they’re meant to leave in the world. And really want to do that, not in a small way but really are ready for stepping into that purpose in a big way. Like want to create a global impact with that purpose, and are visionary thinkers.
TL: Mm, ah that’s perfect, perfect. So, when you’re looking at someone’s brand, what do you start with, what kind of a process do you use? How do you formulate these million-dollar brands?
AS: I think that in a lot of spaces, what I see is everyone all doing the same things.
TL: Me, too! Me too, I see that everywhere!
AS: You know, like life coaches all talk about “live your dreams,” and, if I go into any market I’m like, yep, I’ve seen that before. So, for me it’s really about helping people to rise above the noise, even if you’re like in a really competitive industry like health, for example. I worked with a really successful health coach, and it’s a very crowded market. So, how do you really bring your heart centric work, like how do you really bring your big legacy message to the world, and also rise above all the clutter out there? To me, that’s really about how you create a very visionary million-dollar brand proposition, it’s by not doing what everybody else is doing. It’s by talking about the common enemy, it’s about creating a movement, not just another business. Because, I truly believe that the way forward for creating change and creating really successful businesses, is in creating impact and creating a movement. Like you see Dove, and you see Pepsi, and you see all of these big global brands doing this, and I’ve been saying this for 5 to 7 years now, and your starting to see it become just like a mass-market thing. Where, businesses are aligning themselves with impact, they’re aligning themselves with a higher cause. So, I help people to tap into, what is that higher cause, what is that really differentiated message? So that they can create the impact that they’re meant to make in the world. I get really into the nitty-gritty with my clients too because a lot of entrepreneurs will have these grandiose ideas, but they’re not really like grounded, intangible, measurable results in the world, so I really try to get my clients to think about their impact specifically. How many people to you want to impact? And what specific cause, or what specific metric are you trying to change in the world?
TL: Mm, I love that. I think it’s really interesting cuz there’s so much wonderful cause marketing by larger companies, and I do think it’s time for entrepreneurs to shake it up. And I also agree with you so much Andrea, with this same-old, same-old people’s website look the same, their messages look the same. They stand up at networking meetings and they all sound the same, and they sound scripted.
TL: I think this is incredible and really what’s needed, and can make a real difference for someone. So, I’m going to ask you a real pointed question, you ready for this?
TL: Ok. So, let’s say somebody really decides, I’m gonna go into this, I really want to have branding, I really want to do some cause marketing, I really get all this. Does it really help them financially?
AS: Oh my gosh! This is, I love this question Terri! Yes, yes it does! Thank you so much for asking this question. I actually am going through my own re-brand, and so I’ve been collecting a whole bunch of my own testimonials, and I’m like, holy crap! You know I have 1 business who didn’t even change their design at all, and they went from 600,000 to 1.4 million just in their e-commerce store in 1 year.
TL: What?! Wow!
AS: I had a health coach go from basically, she rebranded 4 months ago, and already in March she was able double her income. I’ve had another client who just launched her business in September, she’s been able to already in the first 40 day, secured an investor. Now, she just recently landed a big, 6-figure sponsorship deal. So, when you’re clear about your message and your heart is in 100% in alignment with what you’re doing, there’s no stopping you. But, what happens is when people come to me, they’re kind of bumbling and they’re all over the place, and they don’t feel like they have this convicted clear path on why they’re here, and what they’re meant to do. And when they click into that, it absolutely impacts their bottom line.
TL: Wow, I hear that. I’m really glad I asked the question. And I’m asking the question because I do think that a lot of people get confused and they saying should I invest? And should I get branded, what does that even mean? So, I wanted to make sure today that we answered those questions, and also talked about the ROI cuz I really don’t think that people are understanding this.
AS: I totally agree with you Terri, and I’m so grateful you asked me that question because there are a lot of people out there that do branding. I do think that one the beautiful things about the internet is that everyone can launch a business tomorrow. And that’s also could be Achilles heal of the internet because it means everyone can say that they’re a branding expert. Everyone can say that they’re a health expert. And because everyone’s copying everyone’s message, it becomes really difficult to know, well, who is the actually expert here?
AS: So, the one thing that I would advise your listeners, if they really want to get those bottom line results, they have to go deep in the process. They have to be willing to let go of maybe products, you know branding is a painful process for many. Where, if you go through the branding process and you haven’t done anything that’s painful, then it probably isn’t gonna be a solid brand in my experience.
TL: Ohhh, great advise. That’s awesome, I love that, great advise.
AS: Ya, because you’ve got to be really convicted and very solid, and polarizing on your beliefs and what you stand for. And, where I see businesses going wrong is continuing to stay in that vanilla safe space.
TL: Yep. Yep, I agree with you. So, I mean I’m ready, I’m all excited, I’m like alright, tell us how we can connect with you? Contact you? I have to just say, I’ve not found anybody else that does branding in the way you do it. I’ve not found anybody else that’s aligned with the whole Heartrepreneur movement, you clearly are, so I would love the listeners to connect with you.
AS: Thank you so much Terri, and I love what you’re creating. When I learned about who you are, I was like oh my gosh! I have to know everything about you and what you do, cuz this is so perfect! Ya, you’re just spot-on as far as I’m concerned! So, you can reach me at brandsfortheheart.com. You can jump on a call with me, you’ll get the connection details through our website. There’s also like an amazing quiz that you can determine how affective is your marketing message right now for where you’re at in your business. So, there’s lots of resources and tools for you, lots of freebees, I really tried to design our site in a way that’s palatable and you can receive value even if you can’t afford to work with me. So, I’ve really wanted to make it accessible for those people who are genuinely trying to make our world a better place.
TL: Mm, that’s exactly our listeners. And I just really feel, having gone to folks’ websites, having people come to my live events and having them stand up in the room and share what they do. There’s too much of the some-old, same-old, it’s just too much. And we’ve got to make a shift, we’ve got to make a change, and I’m excited. I really feel like I’m introducing our listeners to somebody who couldn’t be more aligned than Andrea Shillington, so, one more time Andrea, how do they reach out?
AS: They just connect with me on my website at www.brandsfortheheart.com
TL: Brandsfortheheart.com everyone, that’s easy to remember. Andrea, thank you so much for being my guest here today on Heartrepreneur Radio
AS: Thank you SO MUCH Terri for having me.
TL: And for our listeners, makes sure that you download the iTunes app and that you make sure you’re downloading all of our podcasts. So, subscribe so you won’t miss any of our podcasts. I’ve got to tell you, in the upcoming weeks I’m having more amazing guests like Andrea Shillington on. And I really want you to be tune-in and plugged-in, we love when you share our show on social media, when you like our show, we just love you in general. So, come back, tune-in each and every week, here at Heartrepreneur Radio.