Episode 34, the Talking South Carolina Podcast Interview with Kelsay Pattillo with Luxe Marketing Co.

Episode transcript:

Angela Barrett – “Well. Hey, lady.”

Kelsay Pattillo – “Hey, Angela. So glad to be back.”

Angela Barrett – “Yeah, well, I was expecting you. I know everybody else can’t see us, but I can see you be all in your pink again. But you didn’t today. And that’s okay, because I’m closer to a woman, so I get it. But I do call you the lady. And thank you. Like the legging risk.”

Kelsay Pattillo – “Kind of mess up today. It’s kind of a rainy, drab day. So. Kind of weary of gray and black.”

Angela Barrett – “Yeah. That’s right. So, before we get into kind of what’s happened since for the people who’ve not seen or listen to the podcast prior, tell everybody what locks marketing Company is.”

Kelsay Pattillo – “So Lux is a boutique agency, catered to creative entrepreneurs and business owners. So I myself am based in the fashion industry for about a decade now. And then grew up in creative businesses and interior design. My mom under salon for over 20 years. So kind of my passion in a collective of everything else I fell in love with, and how all the creative industries kind of tie in together.”

Kelsay Pattillo – “So I cater only to those creative industries, to fashion and to design. Hair, beauty, kind of lifestyle wellness, wellness, I would say probably med spa and more things like that on the beauty side. Or what I focus on for my niche. And then we, cater for marketing, branding, personal branding. Kind of digging deep into, questions that most people can’t answer for themselves and helping them bring their vision to life.”

Kelsay Pattillo – “So it goes way more than just the, you know, surface level, services that we offer. Not just making the social post. It goes way beyond that.”

Angela Barrett – “Right? So you are in the Charleston area, but you don’t just work with people in Charleston. I mean, you work with people all over, right?”

Kelsay Pattillo – “Right. I have clients, primarily here in Charleston. Just because I have a big connection base here. But I have clients that span from Chicago, California, all over the place. So, definitely, all around the US.”

Angela Barrett – “And we won’t drop any names today, but we’re big clients of that.”

Kelsay Pattillo – Yes.

Angela Barrett – “That. So, what has happened since the last time you and I talked? And I’m trying to remember, actually, what that date was. And I’ll have to look. So go ahead.”

Kelsay Pattillo – July.

Angela Barrett – July of 23. Right? Yeah.

Kelsay Pattillo – 24

Angela Barrett – “It was, I mean. Yeah, 24. Yeah. It was pretty hot. I you remember that? Yeah. So tell us what’s been going on with you and, where Lux is now.”

Kelsay Pattillo – “Yeah. So a lot has evolved, actually, since our last conversation. I’ve refined my services to focus more on what really connects with my clients. So branding strategy, personal branding, more deeper high touch services. Kind of realizing, the problems that clients are needing and meeting those with a solution. So one of the biggest changes that have introduced is the looks VIP day, which is a, more in-depth, hands on branding experience for business owners who need that clarity and direction.”

Kelsay Pattillo – “I’ve been focusing on continually refining my niche offerings to make sure creative entrepreneurs are getting exactly what they need, not just in terms of marketing, but in how they show up and connect with their audience. So a big part of that has been the luxe VIP day, which takes everything I do branding, marketing, messaging, strategy and distills it into a focus high impact session.”

Kelsay Pattillo – “So instead of clients feeling overwhelmed by all the moving pieces of their brand, we streamline everything into one deep dive session so they walk away with a crystal clear plan that aligns with their business.”

Angela Barrett – “And so when you you have this VIP that wins, that do you do it more than once a year or is it once a year, or how does it work?”

Kelsay Pattillo – “So right now it’s been kind of since it’s been a new service that I’ve rolled out. It’s been kind of as people come in, are interested. So I try and do it at least quarterly. So I give myself the time that it needs to put into that project. Because it is a lot of preparation. Every single thing is tailored to that client.”

Kelsay Pattillo – “So down to the questions that I’m asking. I kind of do a little bit of preliminary homework and research about their business, and then I can go into it directly tailored to their business. So then they can answer the right questions and get the right things done. So, you know, instead of, instead of trying to have all these moving parts, like I said, we’re kind of honing in on one super high focus day to where we can knock everything out.”

Kelsay Pattillo – And a lot of it is asking those hard questions that sometimes they can’t answer. But that’s my job to come in and help you dig deep and help you answer those questions and help you figure out your why and things that you never would have imagined. Wow. That is how my brand kind of connects with my audience. And that is why I got started.

Kelsay Pattillo – “And that is why I’m passionate about what I’m doing and helping them answer those questions they never would have, been able to answer on their own before. There really is an art and a science to it. So that is where my passion lies, is helping them kind of come out of their shell and being able to be their best selves in their business.”

Angela Barrett – “So let’s just go ahead. Let’s talk about branding, because that is a hot topic these days. Everywhere you look, everybody’s talking about branding, branding, voice, this, that, and the other. I don’t even know what a branding voice is. But anyway, maybe we can start there and you can tell me what that is. What is a branding voice?”

Kelsay Pattillo – “So that’s the voice that you portray your brand. So that’s for example, I’ll say in a social post, it’s going to be the scroll stopping copy that someone reads and they say, oh my goodness, this is exactly what I’ve been looking for. This resonates. This connects with me. This speaks to me. We are. It’s the brand voice that is reaching the right niche audience that they want to reach.”

Kelsay Pattillo – “So we’re speaking music to their ears. This is exactly what they’ve been wanting, no matter if it’s service or not. Service based, it’s how you connect with your audience and resonate with them. Essentially.”

Angela Barrett – “I think I understand, but so branding and again, hot topic, hot topic right now, there’s more to it than social media. There’s more to it than picking your colors for your card in your logo or shoe logo. Give us sort of a breakdown of when somebody needs, let’s just say it’s me. I come to you say I need to be branded.”

Angela Barrett – “I don’t have a client. So tell me what I know you can explain in detail, because I know it’s a lot.”

Kelsay Pattillo – That is.

Angela Barrett – “Will you give us the highlights? You know, of a checklist, maybe, that you have to go through to get a branding together? Because I don’t think people understand how in-depth it is.”

Kelsay Pattillo – “Right? Because there’s of course, the main branding aspect for the business. But then there’s also a personal branding aspect where if clients do or don’t want to be the forefront of their business, being able to operate and show the lifestyle around the business and the brand. So there are a lot of components, but as far as just not basic, but I would say more general branding for the business as a whole.”

Kelsay Pattillo – “That’s the kind of go to doing the logo, choosing the colors. And those also are going down to color psychology and how the colors relate to what you’re doing. And, you know, purple relating to royalty, for example, just off the top of my head, thinking about all of those things, that’s where the science comes into it.”

Kelsay Pattillo – “And really putting the puzzle pieces together intentionally instead of, oh, I like this color. So I want to throw this together. So, I mean, some people might think, because I love pink, that’s why I chose pink, but it’s also the color psychology and the softness and the science behind it also matches. So it was more of a perfect fit on both sides for that.”

Kelsay Pattillo – “So it’s not about just choosing pretty colors, of course. Choose colors that you love, but also choose them with intention. And then of course the branding identity. So the messaging, the strategy, how we’re going to connect with our niche audience, how we’re going to launch that in, in a marketing side of things, how we’re going to build a marketing campaign and how it all goes together.”

Kelsay Pattillo – “You know, doing the branding mood board. So then you have something or the branding guidelines. So then you have something to, refer back to later down the road. Where if wherever you’re working with, you can just send them that branding guidelines and they know you know, what to work off of. So it’s a lot of moving parts.”

Kelsay Pattillo – “And so it’s different to every client as well. It’s custom to, you know, they want an icon aside from the logo. They want this little character with their brand, or they want to be the face of the brand. It’s really about, getting all those pieces together. And then that’s the hard question I ask is, you don’t like being on camera, you don’t like being the forefront, but you are your brand.”

Kelsay Pattillo – “So it would be a waste to not have you be the face of your brand and really capitalize off of that and use your personal journey, or whatever it may be, to connect with the audience even more. So. So even more, that’s a step up from the brand voice is your personal journey and being transparent and authentic?”

Kelsay Pattillo – “Of course, in the right ways. We’re not going to share a whole life story, but where it makes sense, where it makes sense. Sometimes showing that vulnerability is, you know, one of the best ways to connect with your audience. So it’s really just about that whirlwind of emotions and all of the things, you know, putting all the pieces together to have that beautiful puzzle at the end.”

Angela Barrett – “Yeah. And do you have clients to get, I mean, in or maybe this is for this or and I don’t know that. I mean, because I understand the only is the color and the psychology of colors, but it also goes right down to what font you’re using, correct?”

Kelsay Pattillo – “Yes. Yes. Fonts as well. That speaks volumes as well. And everyone has a different, opinion and idea of what that is. Some people hate the curly font, some people love the more fancy fonts, but it’s really a it’s not about you as much in a sense, it is your brand in your baby, but it’s more about what is more readable, what is more attention grabbing, what will get my consumer the best.”

Kelsay Pattillo – “So of course, your wishes come into play. But that’s where my expertise kind of gauges you like. Hey, this this font is not really readable. We might want to go with something that you can actually see, or we use it on certain case occasions. So that’s something where I’ll work with you on. Hey, if you already come to me with ideas of fonts and colors and everything, that’s totally fine.”

Kelsay Pattillo – “It is your brand. It is your baby. But might have to make some tweaks to it. So it’s for your best in the future for your brand, right?”

Angela Barrett – “In, as I was listening to you there probably people who don’t know what a niche is. So explain that.”

Kelsay Pattillo – “So niche is the specific person or ideal customer audience consumer that you are trying to, target. So niche is just my niche is creative entrepreneur. So that’s why I call it that. So that’s only who I, cater to. So some salons only do you know the blow out, the blow dry bar? They only do that they don’t do any cuts.”

Kelsay Pattillo – So that’s their niche is they only do the blowout services.

Angela Barrett – “Right. And like, gosh, if you’ll think, I’ll give. Car repair shops, we’ll go way out here. So not to hurt anyone’s, you know, there are some that cater to your foreign cars. There are some that cater to your luxury cars. There are some, but I’ll do anything that walks in the door. And that would be another example of niche.”

Angela Barrett –

Kelsay Pattillo – “Yes. I know someone that owns a car shop and they only do German cars, so BMW, Volkswagen, that’s their niche. So they only focus on the German car brands? Yeah too.”

Angela Barrett – “But I didn’t know about that about six months ago. Because I have or had my son had not me. My son had a Volkswagen that we could not figure out for why, but what was wrong with it? Finally forgot all that’s right. But Lord, it took forever. But we needed somebody like that that knew German cars.”

Angela Barrett – “Other than I talk to the dealership and again, it won’t hurt you by stealing, but they just want more money. More money, and nothing ever gets done. Here are their. But yes. So that’s what a niche is. Now going back you looks the up day. How do people if they’re interested or you’ve got a day coming up.”

Angela Barrett – How do they know. How do they find out how to get more.

Kelsay Pattillo – “So you can, reach out, call, call or email. I want to say my email out, but of course it will.”

Angela Barrett – Be.

Kelsay Pattillo – “Intro or whatever for the podcast. Reach out and we can, you know, set up a time to discuss and really just kind of map out what we need that will meet your needs and your business. It’s really just been about as it’s new. It’s a newer service, like I said, in the past month. So, it’s something that we’re kind of just taking in stride as it comes and learning as we go as well, because it’s something that we’ve already done.”

Kelsay Pattillo – “It’s just, hey, why don’t we make a service into what we’ve already been doing and kind of hone in and focus just on that? So before it was something that kind of just came along when clients were needing it, as like an add on service. But now it’s a full, you know, mapped out service, just focusing on that.”

Kelsay Pattillo – “So, work in it’s tailored to every client. So that’s why we like to have a, you know, a little one on one and get some information. And then that’s where we take it and build out, you know, the questionnaires, the surveys, all the workshops that we do with you.”

Angela Barrett – It and also you have a Facebook and Instagram presence as well.

Kelsay Pattillo – And then it’s more marketing co. Yes.

Angela Barrett – “All right. And for those who are listening that’s l u x e just l ux which you see a lot of times shorter, but, All right, so let me ask you some fun questions. What is the favorite part about what you do?”

Kelsay Pattillo – “I think my favorite part about what I do is helping creative brands really come to life, and really seeing people come out of their shell personally and professionally. I mean, even seeing their home life better because they finally get to the kinks in their business, and now they can finally breathe and do what they do best while I take that and delegate it off their plate.”

Kelsay Pattillo – “That’s where my passion lies. Where it’s like, wow, I didn’t even know why I was doing this until now. And now I can really step into my passion and do it best. So really digging deep and helping them find out their why not just creating content, but making sure their brand feels right for them and for their audience?”

Kelsay Pattillo – “Sometimes that’s coming in as a new brand, sometimes that’s coming in and revamping and rebranding. But every time it’s the same gratifying of seeing them come out of their shell and just that glow that they have. I just I can’t put it into words. It’s just it’s like someone going through a transformation like a butterfly. It’s the best way I can describe it.”

Kelsay Pattillo – Just coming from one side to the other. Having that clarity to go forward is probably it’s very gratifying.

Angela Barrett – “I know that look that you’re talking about in the real estate world when you’re showing people homes and they walk into one and there’s that same glow that like, ding, ding, we’re here, you know, without them saying a word, it just clicked right. It is a nice feeling. It is. It is. Now you’re talking about some of the hard questions.”

Angela Barrett – “So give me an example of one of the hard questions. I know you mentioned why some people, like you said, probably don’t don’t know why. It just sort of fell in or they fell into this hole or whatever it is. But what are some of the hard questions that you have to ask?”

Kelsay Pattillo – “I think one of them comes to mind is, why are you doing this? Why are you doing what you’re doing? And even though they are passionate about it and they are doing it, sometimes it’s easy to get stuck and burnt out in that day to day where it’s like I’m just trying to go through the motions. And so they’re like, I don’t get you.”

Kelsay Pattillo – “All right, so it’s one of those I don’t know anymore, but I’m here to help you rediscover that. Like, wow, let me get back to my roots on where I came from, why I started this. So I think that’s one of the biggest things people cannot answer right off the top of their head. And I have to tell them ahead of time.”

Kelsay Pattillo – “Hey, some of these questions are going to feel heavier, make it feel like I’m putting you on the spot. But this is just for your greater good to kind of dig deep, and answer those hard questions that you can’t answer on your own. So I kind of guide through that. And, sometimes we have to circle back to some of those hard questions, but, of course, do it as your comfort level allows.”

Kelsay Pattillo – But I think that’s one of the top questions I would say.

Angela Barrett – Have you ever had any by just your flat? Couldn’t figure out the wife?

Kelsay Pattillo – “No, I think I think sometimes if they don’t understand how I’m asking the question, if it’s more technical coming from my side per se, and I’ve have to pivot and break it down and say, okay, well, think about it from this perspective. And that’s where that’s where the digging deep comes from. And sometimes it is just conversation back and forth of throwing the ping pong back and forth.”

Kelsay Pattillo – “And then they’re like, okay, now that makes sense. Now that you’ve explained that differently now I understand where you’re coming from. I didn’t understand it on the level you were asking before. So that’s where I have a basis of questions I ask, but I pivot and change it and tweak it however, in the moment to help them get over that hump, if that makes sense.”

Angela Barrett – “So what do you think one of the biggest mistakes that business owners, especially in the entrepreneur or where we don’t have we can’t what can’t we don’t have?”

Angela Barrett – “A marketing department like some of these huge industries. I mean, here you are. You’re so low. What do you think some of the biggest mistakes those people make when it comes to branding, slash marketing, all of the above.”

Kelsay Pattillo – “Well, first, I understand it is overwhelming because I do have some people come to me where they’re like, I don’t know anything. I just know that I need help and I need you to delegate this off of my plate. So that’s the first step is asking for. Right. But I think not having that clear brand identity or any kind of brand or marketing direction, not even having it top of mind.”

Kelsay Pattillo – “In today’s world, it’s almost impossible to not have an online presence. So many people focus on visuals without defining their brand values. So, for example, you’ll see a brand that rebrands and they get a new logo and new colors, and you’ve warmed up that audience to that new vision, and then they have someone else doing graphics for them that’s unrelated.”

Kelsay Pattillo – “They’re using whatever colors they want, so whatever channel they’re going out is something completely different. It looks like a different brand each time. It’s so important to be cohesive across all channels. So then it’s like that brand identity. Just like with Coca-Cola and all the logos that you can look at without it saying the word, it’s brand identity.”

Kelsay Pattillo – “You are identifying it based on the colors and it’s a brain thing. So trying to be everything to everyone instead of honing in on a niche, that’s also a big thing. That’s why I like the I am niche down, so then I can explain and mirror to them. It’s okay to be able to cater to everyone, but you can do your work best if you hone in on what you do best, right?”

Kelsay Pattillo – “So honing in on a niche and having that strong brand personality to where they can stand to be confident and say, I do this, and I know I do. This might not be the best, but we can say, hey, I do this best, you know what I mean? And so not being consistent across platforms is probably one of, the biggest things.”

Kelsay Pattillo – “Like I was saying, a strong brand should have a clear voice and presence everywhere, whether that’s socials, your newsletter, you know, podcast, whatever channels that you’re on. Even down to how you’re speaking with your clients on the phone, you don’t have to have a script, but you can kind of learn some of that brand language and kind of throw it into then everything is cohesive.”

Kelsay Pattillo – “And even down to I have my clients, I do styling as well if they need like the personal branding and hey, I need to look the part. I’ll have them reaching for the right colors and being cohesive with the brand without trying or without being to, you know, over the top. So it’s something that I kind of integrate these little things where they learn on their own.”

Kelsay Pattillo – “Finally, I can operate and talk about my brand and know what’s going on and mirror what’s also being said online and on other channels. So it’s really important to be cohesive.”

Angela Barrett – “So, you know, if we talked about colors and we talked about font just listening to so. What you’re saying is websites, social media, any kind of premium materials cards, those kind of stick should all have the same fonts in the same colors around throughout. Right. Yeah, I got you.”

Kelsay Pattillo – “Can there’s ways you can, you know, that’s why you have the brain kit and the branding guidelines where you have a few select fonts, a few select colors. So if you want to change up within those colors and fonts, that’s completely fine. It’s a case use on what works best, what looks best. But you’re still being cohesive where it’s like, oh, it’s still there colors, but it’s in a different light.”

Kelsay Pattillo – So I still recognize that type thing.

Angela Barrett – “Right? Right, right, right. And it is important to people know across the board. And like you said, if you like for me real estate and then I do call it real estate by day, podcast by night. But, you know, really those two should look more like. Right. Yeah, I say, and they said do not. But anyway, it’s all talk.”

Angela Barrett – “So I, I see what you’re saying now as far as, How creative you view it in this is it, you have some people like, like the full range or or most people have some idea or think they have an idea or rephrase it that way. So when it comes to the creative side of this.”

Kelsay Pattillo – “I love this question. So I always tell clients, I want you to be as involved as you’d like to be. If this is something where you don’t want to be involved, you want to take this off your plate. This is stressful. I will take it. If it’s something where we want to hold hands and do this together, then we’re going to hold hands and do this together.”

Kelsay Pattillo – “So it’s basically the client’s wishes. On if they don’t have any ideas we’ll we’ll brainstorm together if they don’t want to be involved, whatever. But if they do, then we brainstorm. We do it all the way from step one to finish line. It’s a collaborating working relationship, right?”

Angela Barrett – “Right, right, right. It is a very, I’m going to say intimate because it can be.”

Kelsay Pattillo – Dense.

Angela Barrett – “Because you’re getting down to what people are going to see, and there’s going to be things discussed with you that they may not want other people to know. But to get an idea of where they are and where they’re coming from and what they want. Trey, you made that information.”

Kelsay Pattillo – Right?

Angela Barrett – “Yeah, because it is I mean, it goes down to this is isn’t I just your face, but this is who you are if you want your business to be successful. Right, I like it. I like it.”

Kelsay Pattillo – “It’s definitely a very intimate experience. And I’m like, I know your brand is your baby, so that’s your decision. If you want to hand over that baby and let me take the reins or let’s hold the baby together.”

Angela Barrett – So yes.

Kelsay Pattillo – “That’s the best. Yeah, I can give. But yes, I love. However, the client’s comfort level is how that works out. Basically.”

Angela Barrett – “So what do you think? Without saying, I guess we don’t give names because I don’t want that known. But what do you think has been the biggest success or the biggest? I’m going to call it heart filling success story for you in the end was, you know, whether it be a client who cares, it got no idea or whether it was somebody who had it was pull into, you know, give me what was the biggest success that you think?”

Angela Barrett – Do you personally.

Kelsay Pattillo – “So without naming names, right. And being too specific.”

Angela Barrett –

Kelsay Pattillo – “I do have to give some details. So it was an interior designer. She was under a corporation. She moved here to Charleston and, kind of showed her the ropes of Charleston in general. But from point A to the end of that branding project, I showed her her work in the work that she’s doing and her passion to where she left the corporation and started her own interior design firm just because of that branding project.”

Angela Barrett – “Wow. And because how long does it take for you to do them? That’s a good question I hadn’t thought about. I mean, it’s not like you talk on the phone one day.”

Kelsay Pattillo – “No, this was a months and months process. And we were, you know, already working together. So it was kind of intertwined in all of that work. But of course I did the one off projects where it’s like, hey, I just need a quick refresh. But this was a definitely a very in-depth, intimate process. You know, down to how she dressed, how she interacted with her family, like I said, coming out of their shells personally in her family home life got so much better just because she finally got clarity in an area that was such a, you know, a sore spot, and became more successful because of all of it.”

Kelsay Pattillo – “So, to be able to say, hey, you’re worth so much more than this. We cannot we can’t have this bang up job that we’ve just done. And you go back and, you know, give that corporation credit. So we, we did a rebrand for her own new brand as well.”

Angela Barrett – “I know, I do. You know what’s wrong?”

Kelsay Pattillo – “Oh, I don’t hear ringing.”

Angela Barrett – Okay. Must have been on my end. Okay. Go ahead. I’m sorry.

Kelsay Pattillo – “That’s okay. No, so, you know, down to, like I said, the home life and coming out of her shell personally and moving to a new place and just rediscovering herself, not only in her business, but. Wow, I can really do this. I can do the dang thing. So that that was one of the most inspiring and gratifying projects I think I’ve done as far as branding her, being able to come to Charleston and dominate into her design here on her own and get away from that corporation, it was amazing.”

Angela Barrett – “Yeah, that that is a good success story. That’s that’s phenomenal. Well, Cassie, I thank you so much for being with me today. And I want to make sure before we we get off, that we have covered kind of everything that’s happened because you have launched this new, VIP day. And wanted to make sure there wasn’t anything else that.”

Angela Barrett – “Yes, because I got kind of wrapped up in the whole branding thing, but.”

Kelsay Pattillo – “No, I think I think we covered everything and got to cover some other things that, were great questions I love to answer as well. And that last one that was. That’s awesome. It’s one of my favorite stories to tell. Because it’s not easy to do those and make those big steps. But she trusted me enough to where she stepped out and trusted me with her brand, and then also made those huge, you know, life decisions based on everything and now is more successful because of it.”

Kelsay Pattillo – “So and that’s, that’s when I knew what I do.”

Angela Barrett – “Yeah. And yeah, I do want to mention again, because a lot of people we’ve talked about branding and what we didn’t talk about though, was you help people, find a photographer for their photos. And, and those are some of the in some of your packages that you can help people with. So that again, sort of an all in one.”

Kelsay Pattillo – “Right. That’s why it is kind of an all in one for creatives. So if you have a photo shoot, if you have, let’s say a boutique, and you have items that in merchandise that you need shot, I’ll bring in photographers, videographers, I have a running list of people. And then if you need to bring in models, so that’s where, you know, my fashion industry expertise comes in and my connections here in Charleston.”

Kelsay Pattillo – “But even if you’re not here, I still can, you know, coordinate that wherever you are. It’s part of my project management kind of packages. If you’re doing, you know, launching an event, if you’re doing a ribbon cutting, if you’re doing any kind of event or pop up anything. I have experience with that, you know, stuff like that.”

Angela Barrett – “Very nice, very nice. Well, thank you again for being on and checking in with us. We’re I love that Carl Wilkes came up with that name, and I have just run with it. And, I certainly appreciate you being here. And we’ll do it again. We’ll find out maybe in another, you know, maybe not quite as long as we went this time, but we’ll we’ll get back together and see what else has happened.”

Kelsay Pattillo – “Well, thanks so much for having me. I really appreciate the opportunity. It’s always a pleasure to speak with you.”

Angela Barrett – You too.