Category Archives: Business & Marketing

2 Game Changers I Learned in Entrepreneurship Class

Game Changers

Last week, I completed a two-part entrepreneurship workshop, So You’re The Owner of a Million Dollar Company and You Don’t Even Know It! While the whole class was jaw-droppingly good from beginning to end (really, it takes a lot to keep business chit-chat interesting and Stephanie Lynn sure delivered), I thought I’d share my top two takeaways. While it’s never a walk in the park running a small business, these two points were huge eye openers for me:


1. To overcome your fears, put them on a shelf. Literally.

Hear me out: we all have fears when it comes to running a business / blog / etc. and I have a lot of them. If you’ve met me, you’ll know that I’m confident, a hard worker and I’m never afraid to seize new opportunities but at the same time, I also value stability. There’s a really fine line between craving a stable life and playing it too safe.

In class, we were asked to write a list of everything we were afraid of. I quickly scribbled down half a page of notes without a second thought. Easy enough, I figured. Fear flows out freely if you let it and glancing down at that paper, I was holding onto much more of it than I realized.

Next, we were each handed a Ziploc bag and told to place that list inside, zip it closed, take it home and place it on a very high shelf. It was time to put away those fears, once and for all.

I know this exercise sounds simple but sometimes the act of physically doing something is such a powerful thing. Just writing that list wasn’t enough — how many times have we each written those same lists when we’re scared? But the symbolism of physically putting those fears on a shelf really inspired me to finally let go and move on.


2. For your business to flourish, you MUST understand the difference between price and value.

No matter how fabulous your business is, there will always be people who come along and ask for a discount. There will always be people who want something for nothing. But if you’re not benefitting, don’t be afraid to say no. It’s hard but most of the time, these are not your ideal customers anyway.

Your ideal customers do value your offerings enough to pay you what you’re worth. They respect your talent and your experience. These customers aren’t the easiest to find at first but I promise you that they’re out there.

One of the keys to convincing your ideal customers that your product or service is worth the price you’ve set is to back that value up with a story. For instance, Stephanie used the example of her business, Sweet Spot Skirts — her story is that all of her products are manufactured in the U.S. and she provides jobs for unemployed women. She clearly outlines her commitments here.

Any time someone balks at your prices, reaffirm the value they are receiving from doing business with you. Do not lower your pricing unless you have very specific reasoning for doing so (such as a holiday sale, anniversary and so on).

If you have sales all the time and offer up a discount to anyone who comes along, you’re diluting your offerings and once you’ve gone down, it’s a tough climb back up.


Thinking back, I had come across these two concepts at earlier points in my life but sometimes it takes a certain teacher outlining specific experiences to bring them to life. And when they finally click, they’re lessons you’ll never forget.

Brushing Up On The Basics: The Ultimate Small Business Guide

The Ultimate Small Business Guide

As any small business owner knows, running a company isn’t always pretty. Yet blogs and social media tend to gloss over a lot of the most unflattering aspects.

Back in December, I picked up The Ultimate Small Business Guide, hellbent on brushing up on the basics before the new year hit. I had good intentions but as projects began to pile up, I pushed it off to the side…until this week.

In truth, this was partly because I tend to gravitate towards more light-hearted, philosophical quick reads when it comes to business and productivity (my favorites are Whatever You Think, Think the Opposite and It’s Not How Good You Are, Its How Good You Want to Be, both by Paul Arden). But I kicked myself into gear because I realized that I was lacking a solid book of business basics in my personal library. I wanted a source I could depend on outside of endless googling (and questionable results).

I’m not gonna lie, this book is a heavy read; it’s solidly informational and not something you can just fly right through. But if you’re wondering if you have what it really takes to run a business, if you already have a business but need to create brand awareness, if you are curious about the basics when it comes to staff planning and employment law and if you’re interested in brushing up on trademarks and intellectual property, this is just the tip of the iceberg of what’s covered in fine detail in this book.

Too often, we get excited and jump too quickly into a new business without really stepping back and doing the proper research so I particularly loved that this book starts out with a chapter quizzing you on if you really have the drive to be an entrepreneur. Instead of building you up, The Ultimate Small Business Guide makes sure you’re faced with the cold, hard truth and then takes you through the process of understanding everything you’ll be responsible for. It’s all this un-fun stuff that often gets overlooked in the pursuit of the perceived glamour of being your own boss.

At the end of each section, there’s a column dedicated to what to avoid. Once again, it digs into the sticky situations we can find ourselves in if we’re uninformed. It’s important to keep it real, even when the real can be scary.

The book ends with something we’d rather not think about: how to properly wind down a business and put it to bed. Once again, this is a topic that’s not on a lot of small business owners’ minds when they’re full of passion in the beginning.

The Ultimate Small Business Guide won’t be for everyone but it is an enlightening look into what it takes to be a responsible business owner. I’m so glad this book covers the good, the bad and the ugly because it’s good to know what you’re in for and how to handle those really difficult decisions. The more informed you are moving forward, the easier the whole process will feel.


I’m on the hunt for some more solidly informative business books. Any favorites you’d recommend?

Rock n Roll Bride: A Brand New Website & The Big Picture

Rock n Roll Bride Website

I am so happy for my good friend Kat Williams because after many long months of hard work, the brand new design of her wedding blog Rock n Roll Bride has launched!

This has been a huge labor of love and part of a string of projects we’ve been working on for two years now. Kat and I met through a mutual friend in 2010 and perhaps the most ironic part of our design relationship when we began working together is that I was completely clueless about weddings. COMPLETELY. At the time, I’d never bought a wedding magazine or read a wedding blog. Looking back, in a way being an outsider turned out to be a benefit because I wasn’t weighed down with expectations of how her brand should look.


Creating A Brand You Believe In Doesn’t Happen Overnight

When Kat approached me needing a rebrand for her business in 2010, the typical wedding finery didn’t particularly link up with what I had in mind for her. I thought she was much too badass with her pink hair, attitude and all to go down that road — and with a name like Rock n Roll Bride, I was way more inspired by one of the original sources for rock and roll news, Rolling Stone. My gut was to embody the the timeless, rock and roll vibe that they had but with a purposely feminine twist.

Rock n Roll Bride Website

Differentiation is Key

When creating a brand, while it’s important to do market research and see what’s out there, don’t be afraid to add that unique twist and think outside of the box. Instead of thinking about what makes you the same as your competition, ask yourself what makes you different. Early on, it might seem safe to do what your competition is doing when it comes to your branding in the hopes that you can ride on their coattails and get some of that recognition too but then you’ll just be second best. Remember that if a bunch of brands are put into a lineup, the one people will usually remember is the one that’s different from the rest. With Kat, the differentiation we created with her identity by doing less wedding and more rock and roll is what makes her stand out.

After the identity, we did new headers for her blog, a media kit for advertisers and then, we went a step further designing a 40 page print magazine for her to take to a wedding fair (1,000 copies flew out the door). All that was a great platform for where she saw her brand going but looking back, I didn’t think it was polished enough yet. After all, the wedding industry has high standards and deep pockets — there’s no denying that a tight, polished image plays a huge role in staying competitive.


Rock n Roll Bride Website

Rock n Roll Bride Website

Rock n Roll Bride Website


Rock n Roll Bride Magazine Issue #2, 2012


Momentum really built in early 2012 — I met Kat for the first time in February with a proof for her fully redesigned 80 page magazine inspired by Elle, W, O and Martha Stewart Weddings. I’d dug deep into my favorite fashion magazines (and finally a few wedding ones too!) and this was the turning point for her having a more refined image. Remember, her blog had been going strong for many years by this point. This branding evolution takes time!


Rock n Roll Bride Website

Rock n Roll Bride Website

Rock n Roll Bride Website


Digital Media Kit #2, 2012


Kat is relentless and I admire that about her. Once her print magazine was done and the site comps were delivered, she wanted me to redo her media kit to match the more grown-up, editorial feel of the mag. We finished that in the Fall. Finally, things had come full circle.


The Final Piece of the Puzzle: The Site Redesign

Rock n Roll Bride Website


Rocknrollbride.com, 2013


Kat’s website launch is the final piece of her brand revamp we’d been slowly chipping away at. We finally finished the site comps over the summer and in the the next few months, the deceptively simple looking design came to life. Kat’s husband Gareth does all the development (he’s my hero) and I know how hard he worked to make many of these features come to life. Even when I was building the layouts, there were many times where I said, “Are you SURE you want me to do this? I’ve never seen it done before!”

Rock n Roll Bride Website

One of the features I’m most excited about is the header area. When you visit Kat’s site, it’s all white with just her logo (see above). But, if you click into a wedding feature, the logo shifts upwards and the space reloads with an image of the bride. In this way, every featured bride becomes a cover girl! I also like the use of the drop caps (something we used throughout the print magazine).


Rock n Roll Bride Website

At the end of each wedding post is the Supporting Cast, also styled very similar to the magazine. I like that all of the resources are consistently called out in one spot. I’m sure this is a huge time saver for brides-to-be.


Rock n Roll Bride Website

Another interesting point is that Kat skipped over the usual sidebar fare. In an effort to make the site less about her and more focused on the weddings, she’s saved much of her personal content for an extended footer at the bottom, freeing up much of the sidebar for valuable advertising space. It’s an uncommon move but because her brand is so recognizable in the wedding blog niche, she’s able to take some chances.


In Closing

I’ve shared much of this in an effort to remind you that brands take time to build; nothing will be perfect overnight. Take time to let yourself evolve and invest in pieces of your collateral when you can. And, while it’s good to plan, that one project that comes out of left field may actually shape the way things go. At the time, we didn’t know that Kat’s print magazine would end up driving the way her blog and media kit looked. She was already established online but it took that fresh look at the offline to realize this was the way to go.

Kat has a successful brand now but it took years to build, piece by piece. This is often the reality. And that’s okay. Don’t wait for the perfect everything, perfection is a myth when it comes to branding. Instead, think of it as an ecosystem of interconnected pieces. It should shift, change and grow with you.

Getting Serious With Facebook!

Nubby Twiglet Facebook


Come join me on Facebook!


I stayed away from setting up a business page on Facebook until now because I already had a personal Facebook page anyone could add me on and the thought of keeping up on yet another social media profile made my stomach turn. I’m sure you can relate…

When I start something, I like to follow through and I wondered how in the world I’d keep up with Twitter, Pinterest, Instagram, my personal Facebook, The Blogcademy Facebook, my blog and a Facebook business page. But the more I thought about it, the more I realized that I needed to stop making excuses and just pull the trigger and get on with life!* Though I’m more of a Twitter girl myself, there are plenty of people out there who prefer Facebook and plus it’s a great place to create a community feel and share more work in progress photos. It’s a chance to have a different kind of conversation than I do on Twitter.

So, enough blabbering — I FINALLY have a Facebook page for my business. Come “like” me and introduce yourselves! And if you want to follow along on my personal account as well, I’m still there…though sometimes the dialog with my family can get a bit embarrassing. Haha.

*Note to self: Sometimes, you can make all the excuses in the world about why you shouldn’t do something but then realize you should do it anyway. Don’t be so stubborn.

The Brand Audit Part 02

the brand audit


Photo by Lisa Devlin


In its most basic terms, a brand audit is an assessment of a brand’s strengths and weaknesses. When thinking about your own brand, it’s a two-way street. Ask yourself the following:

1. What’s the view from the inside out?

Are you actually coming across as who you say you are? How do YOU feel about your brand? Are you reaching the audience you’re hoping for? Is what you’re offering differentiated enough?

2. What’s the view from the outside in?

Who do your readers / customers think you are? What kind of feedback are you getting? Is there any sense of passion? Any sense of loyalty?

Here’s a challenge: gather up a solid mix of what you’ve sent out into the world over the last year. Take screen shots of your social media profiles. Of your bio page. Of your logo. A handful of blog posts. E-newsletters. Presentations. Gather up your collateral; business cards, stamps, stickers, products and so on. What does all this stuff convey about you and your branding? Is it consistent? Does is say what you want it to say?

What do you want your brand to stand for? This is your chance to move into action.


When it comes to my own brand, I had one key inconsistency between the online and off. While my name is Shauna, I often used a nickname online, Nubby. It was a holdover from when I was in high school — when I first made my way onto the internet in 1997, everyone I knew had a persona. Part of that was due to the fact that at that point, the world wide web was still a very big unknown. A lot of that mystery evaporated in the decade that followed but most noticeably, at least to me, with Facebook, where everyone is who they say they are (or at least we hope!) Now, with a constant internet connection on us all times, the online and offline have merged into the same reality. While I always valued having a distinct divide between the online and off, I’ve since realized that it’s all mashed together now and above all, I value consistency when it comes to myself, my brand and my business.

At the same time, over the last few months I’ve been doing a lot of growing beyond just Nubby Twiglet, my blog and studio. While this blog will continue on as it always has, I’m also thinking ahead to what the future holds: The Blogcademy continues to grow and I am working towards launching another business in mid-2013.

The one common thread between all of these projects I’m working on is myself. As you’ve probably noticed over the last few months, I’ve transitioned all of my social media accounts over from just being under Nubby Twiglet to being under my name, Shauna Haider so that as I grow as an entrepreneur, they will grow with me.

During my online brand audit, these are some things I took into consideration:

1. Naming.
Do all of your handles across your social media accounts follow the same naming conventions? I generally use this as my thought process: Nubby Twiglet is more well-known but I am the founder of my business and the voice behind the accounts. So for example on twitter, my handle is @nubbytwiglet but right next to it is my name, Shauna Haider.

2. Introductions.
Do all of your social media intros match? Think of this as your 10 second elevator pitch. How can you say as much in as few words as possible? Mine looks like this (and yes, I hate the cluttered background of the new Twitter headers so for now, black it is!):

the brand audit

In short:

a. Who are you?
What’s your name? What’s your company’s name?

b. What do you do?
What defines you? Is it a business? Is it a hobby? Being a parent? Something else? Tell us!

c. How can we contact you?
Include your email.

d. EXTRA CREDIT.
What’s something random you can tell us about yourself? What are you passionate about? What makes you excited? This makes you relatable.

3. Profile Photos.

This is a huge one. Do your images match across your profiles? A lot of people are very visual and though they might not remember your handle, they just might recognize you. For all of my accounts, I use the same photo of myself but if you’re a company with multiple employees, consider using your logo instead.

4. A Short & Long Bio.

When people visit your site, chances are that they’re curious as to who you are (I sure am — I always click on the About section!) When it comes to bios, I like to first get to the point. People are busy and chances are, they don’t want to read a novel about you so that’s where the few-sentence intro comes in handy. And then, if you want to read more, you can continue on.

5. A Consistent Voice.

I never, ever want to feel like I’m talking to a robot. While it’s important to be professional online, especially if you’re running a business, it’s equally as important to be relatable. How can you inform, help and entertain people in a style that’s true to you? The tip I’ve always remembered is that you should write blog posts (and social media updates for that matter) as if you’re talking to your best friend. Be natural.

6. A Consistent Image.

This is going to sound basic but I come across it often so here it goes: Does your website match your blog match your social media backgrounds? Does everything you do feel like it’s part of a bigger picture? If all your online brand components aren’t consistent, it can create a lot of confusion. If you can’t get on the same page with your brand, how can you expect others to? Think about the colors you’re using. The fonts. The logo. The backgrounds. The photos on all of your social media accounts. Everything. It should all tie back together. Whenever I complete an identity for a client, they receive a PDF guide with all of their lockups, fonts and swatches in one place. I’ve seen corporate identity guides close to 100 pages on length but for us small businesses and individuals, there’s no need to feel overwhelmed. Just focus on the basics.

7. Define who you are and what you stand for.

Ask yourself why what you do matters through the following:

What value are you providing to your readers and customers? What makes your content unique? What’s your secret recipe? If you’re a blogger, think about your formula for developing original content — this is what differentiates you from everyone else.

I also like the idea of creating a slogan. My slogan on this blog is Design, Marketing and Style Magnified.™ I’m telling you upfront what this blog is about — not only design but also business-related content and “style” (lifestyle / personal style). To be fair, this is about four years old and probably could use some retooling to be even more specific but that perfect string of words hasn’t come to me yet!

So there you go. Brand audits are meant to test if you’re coming across as who you say you are, if you’re actually saying what you think you’re saying and if people are hearing what you want them to hear. It’s about creating a consistent message.


Readers: Is there something you’ve noticed about your brand that feels less consistent than you’d like? Have you ever overhauled one of your brands or shut one down? What did you learn from the experience?

Media Kit Insights: The Who, What & Why!

The Blogcademy Media Kit

I just wrapped up a digital media kit for The Blogcademy (we’ve been super busy this month between putting this together and launching our updated website!) and I’d like to shed a bit more light on media kits overall.

One of my most popular articles ever on this blog was a press kit how-to. It’s very out of date at this point but that’s okay because since that article was written, we’ve become increasingly more digitally savvy and these days, for the most part I wouldn’t recommend a press kit for most people to use. Over the last three years, I’ve switched over to digital media kits and my clients have found huge success using them. With sharp editorial-style layouts and clickable links all in a PDF format that’s email-friendly, it’s easy to get the word out in a quick, professional manner whether you’re a blogger or small business.


The Blogcademy Media Kit

The Blogcademy Media Kit


Historically, digital media kits have been most commonly used by large magazines to provide information including circulation rates and stats of their target audience for advertisers. Often, they also include a brief bio, testimonials and contact information.

The Blogcademy Media Kit


After designing my first media kit for a print magazine in 2008, I had the realization that they would be ideal for bloggers too. Sometimes a one-sheet just isn’t enough information if you’re trying to land bigger gigs and advertisers. I’ve designed a lot of media kits over the last few years — my two personal favorites are for Rock N Roll Bride (this is her older version — we just wrapped a 2013 refresh that more closely matches her magazine) and Veronica Varlow.

At The Blogcademy, we’ve had a one sheet since the beginning to send out to sponsors but realized that while that was perfect for filling goodie bags, we needed something more robust for larger corporate partnerships that may pop up. It’s important to always be prepared for those potentially huge moments! 14 pages later, we’re feeling much more prepared for what 2013 holds.

The Blogcademy Media Kit


In the media kits I put together, especially for bloggers, I usually start by suggesting the following:

• Front and back covers with a visible URL and logo
• An introduction with key accomplishments
• Testimonials from readers and clients
• Stats including traffic and social media numbers
• Rates / packages / availability
• Suggestions for how to make the most out of your partnership (recommendations for achieving the best results)
• Professional images of your brand / blog / yourself throughout
• Contact page with clickable links

From this list, we add and subtract content until the balance feels right. Each media kit should be very specific to that brand. There are some crossover design elements I’ve used but for the most part, every media kit is a clean slate.


The Blogcademy Media Kit


If you’re attending The Blogcademy London, I do a much more in-depth media kit overview during my branding segment. I hope this glimpse inside media kits makes them feel less mysterious!

*All photos in the media kit are by Devlin Photos and Made U Look Photography.

The Blogcademy 01: New York City Recap

the blogcademy 01 new york city

Over the weekend of October 20th, Gala, Kat and I joined forces to teach the first edition of our workshop, The Blogcademy in New York. To say that it was a life-changing experience is a huge understatement…we’re still buzzing about it!

the blogcademy 01 new york city



“The Blogcademy was so much more than a blogging workshop. All weekend I was surrounded by my 30 classmates who all proved to me that no matter where you are headed in life with ambition, drive and a kick ass attitude you will end up where you want to be. As soon as I got off the elevator on the first day, I could just feel the positive energy radiating from the classroom.” —Liz Davis


the blogcademy 01 new york city

The nervous excitement we felt as we opened the door on the first day is something I’ll never forget.


The Backstory

Individually, Kat, Gala and I had each wanted to do workshops for the last few years. After meeting in Vegas back in February, we realized that we’d be stronger as a trio and in the months that followed, we got to work on building out our ideal blogging workshop. We’d each been to many blogging events but always left feeling like they could be more specialized and hands-on. We wanted The Blogcademy to feature solid strategy and insight focused on building compelling content while demonstrating what it really takes to create a successful blog from the ground up.

the blogcademy 01 new york city

Building out a workshop in a few short months wasn’t an easy task but it was worth every second of effort. You prepare for a new venture the very best you can but there are always those moments when life just happens. Behind the scenes, the goodie bags were bigger and heavier than we expected (thank god our cab driver helped us load and haul them in his trunk), the projector cord was missing an hour before show time and the couch quite suddenly collapsed…we sure got a good laugh afterwards! When that launch day arrives, you just have to go for it and realize that though things will never be perfect, what matters is that you give it your all.

the blogcademy 01 new york city

the blogcademy 01 new york city

My main focus at The Blogcademy was in branding: I shared two personal case studies as well as examples of documents I think every blogger and small business owner should consider. Thinking back to when I began blogging in 2001, I remember how long it took me to piece all this information together. I wanted the attendees to pick up all these insights that took me a decade to learn in a few short hours — I always say that knowledge is power and was important for me to take the secrecy out of what goes into building a successful blog.

the blogcademy 01 new york city

We invited along special guest Veronica Varlow for the fun. She is such an amazing, inspiring woman as well as a wonderful friend and client (her media kit is still a personal favorite of mine. Ooh la la!)

the blogcademy 01 new york city

Out of pure excitement, Gala and I couldn’t seem to keep our composure. Award-winning wedding photographer Lisa Devlin was along for the ride, snapping every moment.


Decor Sponsors

the blogcademy 01 new york city

• A huge thank you to Everly Lane for the turquoise tassels and Peach Blossom for the balloons, striped straws, fans and pom-poms. All these color-coordinated details really made the space come alive.


Goodie Bag Sponsors

the blogcademy 01 new york city

• The amazing letterpress graduation certificates were printed for us by A Fine Press!

• We couldn’t get enough of the wonderful Alphabet Bags who supplied tote bags to stash the goodies in.

• Crown & Glory provided sparkly hair bows which were a huge hit (and they gifted me with those amazing glitter bunny ears)!

• Lisa Devlin was not only a guest speaker but also gave away her awesome Devlin Photos CD of Photoshop actions.

• Finest Imaginary kindly sent along custom Moleskine notebooks & heart rings. So cute!

• Garden Apothecary shared awesome vanilla body scrubs. Love!

• Miss Anastasia provided amazing smelling perfume — I actually designed the logo and packaging which I will be sharing at a later date!

• Our dear friend Molly Crabapple provided super fun activity books — perfect for the plane ride home!

• Sugarpill sent along their trademark bright, highly-pigmented eye-shadows.

• Twinkie Chan totally outdid herself with the handmade Blogcademy coffee cozies!


Food & Drink Sponsors

the blogcademy 01 new york city

Thank you to Paige Wilcox of Blogads for providing valuable insights into what it’s like working with an ad network AND for providing the spread of food. With the busy days, it was nice to have snacks right at our fingertips.

And on day two, Jessica of Storyboard Wedding arrived with 10 bottles of bubbly for our after-party. Thank you, Jessica!


Attendee Reviews of The Blogcademy

1. The Fete Blog 2. Me and My Ego 3. Me and My Ego (part two!) 4. The Alchemy of Hustle 5. Condiments on a City Life 6. Little Bear in a Big World 7. Eldy’s Pocket 8. Burnett’s Boards 9. Danger Dame 10. Andrea Jaggs 10. Get Your Green On 11. Intertitles 12. Work Life Passion 13. Rubies & Ribbon 14. City Girls Knows 15. Reverie Time 16. 128 John St 17. The Girl Who Knows 18. Bitchless Bride.

the blogcademy 01 new york city

Gala got into the spirit of handing out pins and the fab letterpress certificates at the end of class.



“I learnt SO much. I can’t even begin to talk about it, because it’s all still churning round my mind, refusing to settle so I can decide where to begin applying those lessons. But even better than that, I had the most amazing time. Being surrounded by an international community of unbridled talent is where I want to be all.the.time.” —Hayley Judd


the blogcademy 01 new york city


In Closing

I want to extend a huge, heartfelt thank you to our 30 students who believed in us on this maiden voyage, our sponsors for delivering the best goodie bags I’ve ever seen and to Kat & Gala for joining me on this wild ride. I believe in the power of building a community and working as a team more than ever. It is possible to pull off those crazy ideas. The difference between dreams and reality comes down to setting goals and putting plans into motion with firm deadlines. If we can do it, so can you. If you’re interested in attending a future session of The Blogcademy, more dates will be announced on November 14th. And thanks again for following along with us on this crazy, magical adventure!

*All photos are by Devlin Photos. Thanks, Lisa!