This week Karen is joined by Fiona Humberstone, also known as ‘The Brand Stylist’. Fiona has worked with clients ranging from tiny artisan brands to large country estates, as well as being a published author and course facilitator. With a lifetime of experience, it’s safe to say that what Fiona doesn’t know about branding isn’t worth knowing. In this interview with Karen, Fiona gives an insightful crash course on everything from what to consider when creating your branding to how to separate your personal tastes from the needs of your brand.  KEY TAKEAWAYS When creating a branding how do you merge the marketing and the authentic self? Fiona discusses the importance of being true to your values so that your product or company does not just become a soulless product of marketing.  Most people think branding is picking a colour scheme and nice font, but this couldn’t be further from reality. From mood boards to understating your why, Fiona breaks down what really goes into creating a brand.  What are the key considerations you must account for whilst creating branding specifically for a perfume business? Using the example of a recent client, Fiona talks you through them step by step. The perfume industry has seen a huge shift post Covid with the phenomenal rise in the number of indie and artisan brands. However, these brands often don’t have the money to spend on fancy branding and marketing campaigns. Karen and Fiona discuss how to make the most of your budget, but also why you need to be realistic. BEST MOMENTS  “Understanding what you do that is unique is really going to help you to create branding that holds your space.” “It’s your business, but you are not your brand. So don’t think about choosing a brand you like, think about choosing a brand that works.” “Do it once, do it properly and it will last you for a decade.”  VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   EPISODE LINKS Free Branding course Free Branding Tools Branding Agency The Brand Stylist Instagram Branding Agency Instagram ABOUT THE HOST Fragrance expert, author, teacher and speaker; Karen Gilbert runs courses in the UK and online which demystify the secretive world of perfumery in a fun and interactive way.  Karen has inspired thousands of students to explore their olfactory sense and create their own personalised fragrances. With extensive product development experience in both the commercial perfumery and the organic skincare industry, Karen is able to offer a unique insight into creating natural and mixed media fragrances for fine fragrance, room scents and skincare/bodycare products using commercial perfumery techniques. Karen is also a certified meditation teacher and has a passion for helping people to create daily rituals that integrate scent with other modalities to shift state and increase your sense of wellbeing. CONTACT DETAILS Website Instagram Facebook YouTube Email This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/