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Developing a brand identity is more than just creating an eye-catching logo. Even though your logo is the most recognizable symbol of a business, it is not the brand’s identity.
With millions of companies trying to create differentials for themselves from their competitors; this is where a strong brand identity becomes extremely important for companies looking to differentiate themselves from their competitors.
It also helps motivate customers and foster greater brand loyalty as it embodies practically everything a company is and does. Which is vital for the future of any company.
So, with the intention of bringing focus to businesses that are stuck and unclear about their brand identity, Kimmisha Michels founded En’liven Creative Agency, CO (ECA), a full-service agency that specializes in deep level brand development.
ECA’s team of creative architects help propel its client’s businesses to the next level of success through a strong brand identity foundation, targeted messaging, visuals, and content. As a creative agency, En’liven helps its clients to see how big their market size is, find their ideal client, uncover the market’s unmet needs, and how to niche within their marketplace.
Recently The Inc. Magazine had a conversation with Kimmisha to learn about her entrepreneurial journey and how she is working to build stronger and more resilient businesses.
Below are the highlights of the interview;
Please tell me your story.
I was born and raised in Denver, Colorado. When I started working in corporate America, I saw corporations hired high-dollar consultants to solve their corporate issues, but from me viewpoint, I didn’t see a lot of solving, just fluff talk. From the outside looking in, I saw problems that within their communication system. A breakdown between their corporate values, divisions, vendor contracts, accounting, employees, etc., that were overlooked. Shortly after hiring these consultants, both corporations filed for bankruptcy protection. In my mind, taking their money and not solving their problems was unacceptable. This prompted me to start a consulting company, KDR Consulting Services, that helped businesses put their infrastructure together, business management, and graphic design.
I was just starting out when my mother passed away which changed everything. From the moment I saw the program templates, I knew I didn’t want my mom’s last memory defined by some template – she deserved something that showcased who she truly was! With this new motivation, I created my own bereavement line, which offered personalized services tailored to each family’s needs.
After designing products for high-profile funerals, I saw the same conditioning being used in the business market. So, I wanted to create a multi-media company that focused on tailor-made solutions, designs, strategies, and prints that fit the needs of our clients, and that is how En’liven Creative Agency, CO, was born.
How do you diversify your organization’s offerings to appeal to the target audience?
In order to diversify my company’s offerings and find my sweet spot, I took a deeper look at the market. I saw businesses that genuinely knew who they were excelled in their marketplace unparalleled. I got a clear understanding on how I was going to change the mundane practices of the cookie-cutter approach and process to build stronger and more resilient businesses.
First, we needed new partnerships with key stakeholders like SBDC, SBA, and government agencies to create a platform to change the brand-building framework. By approaching the subject in a way that business owners can understand, relate to, and make better business decisions.
Second, create non-traditional courses on subjects like:
What type of entrepreneur do you want to be?
- Hobbyist – For the Love of the Craft
- Hustler – Limited Audience, Limited Trust
- Unintentional – No Passion, Money Focused
- Work Alcoholic – A Business that Runs You
- The Stagnant – Too Afraid To Elevate
- Prosperous – Profit Making
- Exceeder – A Fortune 500 Companies Who Makes Social Impact
- The Billionaire – Market Domination
What is Brand Identity, and Why Is It Important?
- A deep-level breakdown of creating a strong longevity brand
Brand Strategy & Innovation
- How innovation will keep you 6 steps ahead of your competitors.
The third step is to show our expertise in solving communication problems within your organization and how to effectively launch outreach communication campaigns that connect with your audiences.
What would you say has been your greatest accomplishment?
Some of our greatest accomplishments include being a self-taught graphic designer that has been recognized for over 35 awards in design, innovation, strategy, print, promotional items, and product placement in the Black American West Museum. I am most proud of being listed as one of the Top Graphic Design Companies in the United States by Upcity in 2021 and listed the Best Brand Strategy Agency 2021, Best Branding & Communication Specialist (Colorado) 2022 by Corporate Vision. Lastly, getting certified as Brand Strategist.
Being a key person in this environment is very challenging and all-consuming—are you prepared for the challenge?
Yes, you can say I’ve been preparing for these challenges for the past 22 years of my life.
The first thing you learn in brand development is to do your homework. Research helps you to better understand the industry trends, needs, customers, and how you’re going to position yourself in the marketplace. I’ve used my research skills to help create longevity for companies who want long-term solutions. I want to shake things up and be a brand disruptor. I bring a unique perspective to any table I sit at. Once upon a time I allowed others to put me in a box, but I soon learned that my distinct perspective was my power. Now encourage clients and audiences to take control of their industries and do things they said they would never do or even thought of doing.
What are the 3-5 Leadership Principles that you have discovered and executed that have contributed to your success?
The greatest secret to the sauce of being a remarkable leader is leading by example, remaining humble, empowering others, and building strong relationships. It is important to show employees and clients you are the same all the time. It keeps them from wondering if you when you are not in sight. People want someone they can trust and depend on when they call upon them. This consistent behavior has kept clients following me for years. Leadership is not only about myself, but the people I influence, impact, or inspire.
What are your biggest failures professionally? What have you learned from them, and what would you do differently?
The biggest failure was giving someone control over me that changed my mindset, behavior, self-confidence, and self-belief. The second biggest failure was not forming my brand identity properly, so I could excel in my marketplace from the get-go instead of wasting time, money, missing opportunities, and market share. I am grateful to have transcended past this point in my life and help others to avoid costly mistakes.
What does success look like for you?
Success for me is being able to help others see their businesses differently, so they will build stronger and more resilient businesses. We plan to change the mundane practice of the templated process and thinking to change the industry standard.
Brief us about your company’s future perspectives.
Our future perspective is being positioned to be hired by corporations and government agencies who want to improve how they communicate with their audiences more effectively.
What’s the best advice you’ve recently received?
My mother always used to tell me, “Don’t get too caught up in the now that you lose focus on tomorrow.” So many times, we get caught up on what’s going on, we forget to dream, and stop pursuing our calling. We succumb to our situation because we can’t see past our circumstances. We forget this season will pass; just hold on. No matter what is going on, speak life into your circumstances.
