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/

When Karen started this podcast, she expected to do no more than 20 episodes that would address the most common questions she receives. However, things took a turn and here we are at episode 100. To celebrate this landmark, Karen isn’t going to do the usual and look back at the show’s highlights, instead she is beginning a brand new mini-series based on things that still hold true after 100 shows.

KEY TAKEAWAYS

• With so many tutorials, tiktok accounts and influencers out there, “How do I know if I’m doing this right?” is still a question that Karen gets weekly. Karen explains how to silence all the noise and follow your own path.
• Many people try to get to the end right at the start. But, developing your style is a process, sometimes that can take years. Karen details how to enjoy this journey and gives some tips on how to get the most out of it.
• Something Karen still sees a lot of is people investing in materials, signing up to all the courses, making business plans and getting excited and then…nothing. So how do you get over that ‘all or nothing’ mindset to a place of consistency? Karen reveals all.
• What all of the above points share is permission. The ability to give yourself permission to work the way you want and create the fragrances you want will be crucial to your success. Karen explains how you can do this.

BEST MOMENTS

“If your method gets you making perfume, it’s working.”

“Your signature style is going to reveal itself when you stop trying to invent it.”

“There is no one right rhythm. Just the one that keeps you connected to yourself and your work.”

VALUABLE RESOURCES

Getting Started Guide

Artisan Perfumery Mastermind

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/

This week Karen is addressing a question she is asked all the time on social media and through email - “I’m obsessed with perfume and I want to start my own brand, but I don't have the money to invest…can you help me for free?” Well, the answer is yes and no. In this episode, Karen breaks down the hard truths of starting a perfume brand, and whilst you can’t do it for free, it doesn't have to cost the world. Covering what you can start with, what you can do for free and where you need to be realistic Karen is here to share all her years of experience so you can get started on your dream project without breaking the bank.

KEY TAKEAWAYS

• Whilst you can learn for free, it does cost money to start a perfume brand, however, it might not be the amount you are thinking of. Karen discusses the importance of creating a budget and what are the non-negotiables.
• Starting a new venture can be very exciting and most people have a tendency to do the fun parts first, but this can make you overlook the important parts. Karen explains the importance of setting out your process from the start and doing things in the right order.
• With so many products available to create in the fragrance category, why would you choose perfume first? Despite its cost, and the learning curve involved, as Karen explains, it is the ideal first product to create.
• You’ve got the fragrance, but now you need to sell it? From bottle sizes to packing designs, Karen gives her top tips on what that product launch should look like.

BEST MOMENTS

“If you’re selling to the public, your product has to be safe, stable, legal and professional.”

“Don’t confuse activity with progress.”

“Guessing can get very expensive, very quickly.”

VALUABLE RESOURCES

Getting Started Guide

Artisan Perfumery Mastermind

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/