IAM603- Brand Strategist Helps Women Monetize Their Expertise

Keshia White is the founder of Keshia M. White Designs. Her agency provides strategic, yet beautiful brand strategy, brand identity, and website design for coaches and consultants.

After nearly a decade in corporate America, working in business-to-business sales, Keshia took her business full-time in 2018. Keshia’s design work has been recognized by Adobe.

• CEO Hack: Having a unique standard process to help deliver services
• CEO Nugget: Don't be afraid to create a big vision for your business
• CEO Defined: Taking responsibility for everything and being self-aware

Website: https://www.keshiamwhite.com/

Instagram: https://www.instagram.com/keshiamwhite/
LinkedIn: https://www.linkedin.com/in/keshiamwhite
Facebook: https://web.facebook.com/keshiamwhite/?_rdc=1&_rdr
Twitter: https://twitter.com/keshiamwhite?lang=en

Check out one of our favorite CEO Hack’s Audible. Get your free audiobook and check out more of our favorite CEO Hacks HERE

Transcription

The full transcription is only available to CBNation Library Members. Sign up today!

Intro 0:02

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview?

If so, you've come to the right place. Gresham Harkless values your time and is ready to share with you precisely the information you're in search of.

This is the I AM CEO Podcast.

Gresham Harkless 0:29

Hello. Hello. Hello. This is Gresh from the I AM CEO podcast. I have a very special guest on the show today. I have Keshia White of Keshia M. White Designs.

Keshia. It's awesome to have you on the show.

Keshia White 0:40

Yes, thank you for having me.

Gresham Harkless 0:41

No problem. Super excited to have you on and what I want to do is just read a little bit more about Keshia so you can hear about all the awesome things that she's doing.

Keshia is the founder of Keshia M. White Designs her agency provides a strategic yet beautiful brand, strategy, brand identity, and website designed for coaches and consultants. After nearly a decade in corporate America working in business-to-business sales. Keshia took her business full-time in 2018, Keshia M. White Designs' work has been recognized by Adobe.

Keshia, are you ready to speak to the I AM CEO community?

[restrict paid=”true”]

Keshia White 1:13

Yep, we're ready.

Gresham Harkless 1:15

Awesome. Let's do it. So to kick everything off, I just wanted to hear a little bit more about what I call your CEO story. What lets you get started with your business?

Keshia White 1:25

Yeah, so how do I get started? So I got started kind of randomly, I'm sure as a lot of entrepreneurs do, but I was just working in my nine-to-five, in a sales job, I never really wanted to be in sales, I just couldn't find any other types of positions. My degree was in marketing and couldn't find a marketing job. So sales was like, Okay, you're gonna pay me, I'll just show up. So during my free time, I was just always looking for other career options, I guess, and exploring different hobbies and stuff. And eventually, for one of the jobs, I started a blog, like a lifestyle blog, it was just a hobby at the time, because this was like 2013-2014, even before blogging, kind of blew up, too.

So I was like, Oh, this seems like a cool way to share my creativity. I started doing my own website for the blog since it was just a hobby, I was like, let me just start some kind of website up here. Then I started enjoying the design aspect of it a lot. And I started discovering, like online business books, like, I think Marie Forleo was the first one I had kind of come across back in those days who had an online business. And I just loved the idea of something flexible with my time where I could work from wherever. And then I liked the creativity of design.

So I kind of was putting two and two together. And like, this might be a cool future business idea that could allow me to work from anywhere, and then to do some work that I'm a little more interested in than I was with sales. So yeah, that's pretty much how I discovered that I even liked design and stuff, and then took evening classes and started doing freelancing on the side a little bit, I was kind of doing most stuff for free back then, because it was still hobby mode and got my experience together a little bit and then eventually took it full time and at the end of 2018 went full time.

Gresham Harkless 3:09

Nice. No, I definitely appreciate that. It's funny how a lot of times we don't expect things to kind of blossom into what they do. But as long as you kind of just follow things you're interested in and you start to find like little passions and interests and things that we're good at. And you kind of have to just like walk and run into that.

Keshia White 3:26

Exactly. So you just have to always tell people when they don't know what to do, you just have to start trying things like what have you tried, just try it and see what happens.

Gresham Harkless 3:35

Exactly, I can definitely say the same thing myself that I think the biggest advantage that I've had, and kind of sounds like you've been able to do the same thing is just kind of be action-oriented and try different things. You know, it's kind of like you're putting on a pair of shoes, you see if the shoes fit. If they fit, then you walk around with them. If they don't, then you find some other shoes that work better.

Keshia White 3:52

Yeah, exactly.

Gresham Harkless 3:54

Nice. So I know you touched on it a little bit, I did when I read your bio, I want to hear a little bit more about what exactly you do for clients. So if you could take us through some of the services you provide, and exactly how kind of like the experience working with you is.

Keshia White 4:08

Yeah, so I have two main offers. And then the one I've been doing really the longest like all of last year, my first year full time it's done for you. brand strategy, brand identity design, and web design. So that was primarily for like a service-based businesswoman who has some experience but maybe she just has that starter like a DIY website just to get her business off the ground. Or maybe she got a cheaper website done just to get the business off the ground without spending much money. But now she's ready to like scale to become more visible to like pursue more speaking gigs, all of that stuff that goes into growth and creating an elevated public image.

So then for me, I create pretty much a website transformation we ran that's done strategically, to like kind of highlight their personality, what unique who are the clients they want to appeal to? So that's why I do this strategy. First to uncover that, and then I'll go into brand identity design and then a website design that executes your strategy. So they can be set up for their next stage of business. So yep, that's the main thing that I offer. It's like an eight-week process. And then the second thing I offer, so this is newer, I just bought my first few clients through that at the end of 2019. But it's a group writing program, comprehensive profit. So this is for like those newer people who were kind of just starting out in a service-based business or coaching or consulting.

And they still need a little help figuring out what they want to sell. And they will need to figure out how to communicate about it, how to put up a starter website that actually converts because I know a lot of times when people DIY they don't know what to even put on the site to make it high converting and they just follow this generic template, and then it doesn't really help them out. So they get all my framework for what to put on a converting page, and how to communicate your brand messages. And yeah, so that's like a five-week program that newer people can go through to build that strong foundation for a profitable business, from the start.

So that one's been fun to kind of help people as they're getting started, in a way that's more useful than just doing a website for them when they don't even know what to say, yeah. Because I had a few people like that. That's what influenced me to make the program where they reached out immediately for a website when they just came up with this idea. And it's like, well, what are your packages? And they're like, what are my packages? Like, what's your price? And they're like, I don't know what the pricing is going to be. Or I've been doing this for free? And I'm like, you don't need a website, and you need this strategy first. So yeah, that program is perfect to kind of serve people to get them off the ground.

Gresham Harkless 6:41

Nice. I definitely appreciate that. It's funny you say that. Yeah, I've talked to so many people. And I like how you broke down the east side. The strategy first! No, you said the strategy been the branding. And then the actual sites are done where most people jump right into the website, and then they try to figure out the branding and strategy after that. So I like that you have that process. Because I think as you said, a lot of times people haven't done that kind of inner work before they start to worry about, you know, what it looks like or what they're trying to say what their messaging and that's something that should evolve, and then you kind of create everything as a result of that.

Keshia White 7:15

Exactly, it helps way better.

Gresham Harkless 7:19

Yeah, because a lot of times, if you don't do that, then if you're really unsure about what you want, then you have to keep changing and changing and changing. And then you start having different messaging and you're not kind of consistent with who you are and what it is that you stand for.

Keshia White 7:30

Yeah, and makes you look less credible online. And people are like, you firing me in like, bulk your credibility of it.

Gresham Harkless 7:39

Exactly. Now, I definitely appreciate that. Now I wanted to ask you for what I call your secret sauce. And it can be for you personally or your business. But what do you feel kind of sets you apart and makes you unique?

Keshia White 7:51

So I feel I feel like, at times I kind of thought of it as almost imposter-ish because like last year, I got invited to design this project with Adobe. But then a lot of the people around there had gone to this art school like fancy, expensive art schools and stuff. And I'm up here like yeah, I got a degree in a web design certificate. So that's it. But, um, so I feel like now I'm looking at it as more of an advantage like having a business background that I bring to design. So when I'm talking to clients, I'm not just talking about oh, this color palette is just pretty like I'm not like, I like a pretty color palette, but it's like, well, what does what's the psychology behind the color like?

What do you want your brand to be perceived for you the premium option? Are you the budget option because there are design decisions that go into the customer perception of your business? So with me kind of having that business mind, I feel like I make design more practical and just aligned with the client's goals a bit more than maybe someone with just the art background might have because maybe they can learn that but they didn't really work in business and maybe even working in sales helps me with that too. So I feel like merging all that business and sales with design is kind of like my little secret thing here.

Gresham Harkless 9:03

Yeah, no, that makes so much sense and even what you when you were talking about your different packages and even why you created those packages it makes so much sense because I think a lot of times People can get wrapped up in you know the colors or having looks and as you said that's definitely you know, important but I think people sometimes forget like we're in business so that we can hopefully drive some services and drive some customers to our services in our products so that we can drive some revenue but if you kind of lose sight of that you get caught in a kind of like the shade of the yellow that you're using. Sometimes you can lose sight of exactly the copy and things that are actually converting.

Keshia White 9:43

Exactly. Yeah, because I've even had some people who are like in my favorite colors, reds, I want to read a website and that's not a reason why you're not decorating your room you're decorating business. People are clear on those things which helps them align in being able to explain my design choices. And then better as somebody that's not a designer helps them feel comfortable to some, yeah.

Gresham Harkless 10:06

Yeah, absolutely. Yeah. When you can put that other hat on, so to speak, well, really both hats at the same time. I think that's really you know, the perfect example of a secret sauce just because it allows you to kind of balance between the both of those really synergize between both of them, because not like they're separate. It's just that they're all kind of intertwined and engaged.

Keshia White 10:20

Yeah, exactly.

Gresham Harkless 10:22

Nice. So I wanted to switch gears a little bit and ask you for what I call a CEO hack. So that could be like an app or book or a habit that you have. But what's something that makes you more effective and efficient?

Keshia White 10:32

So I would definitely say I don't, I feel like everybody should have it it should be standard, but having a standard process and knowing what tools you need to deliver your service just makes me the most effective.

Gresham Harkless 10:47

Nice, no, I definitely appreciate that. So I wanted to ask you now for what I call a CEO nugget. That could be a word of wisdom or a piece of advice. It could be around marketing, branding, or web design. Or it might even just be something you might tell a newer client or a younger business self.

Keshia White 11:03

So a nugget, I would say don't be afraid to create a big vision for your business. A lot of times I see because I've talked to a lot of women, especially black women. And I feel like people's visions are so small sometimes. And I'm like, why are you thinking so small, like you are talented, you have gifts and skills, people would happily pay you 1000-2000-5,000$ for it. But for some reason, they're like so timid in their vision, and just really being honest about what they want for their dream life. Because to be when you cast that vision in mind, for business, that's your motivation to kind of keep working, because it's a lot of work and really time-consuming.

If you don't really have that big vision for yourself, it's a little harder to stay motivated and make real progress. So yes, I wouldn't say don't be afraid to have a big vision and to be competent about your vision. And even if it's not coming right away, just hold on to it and focus on the action you can do today. Don't think too far into the future about all the what-ifs just focus on the present moment. And then know that the vision you really want is gonna come if you just keep working.

Gresham Harkless 12:04

No, I love that you kind of have to definitely, you know, trust, that things will work out. Because I think a lot of times, you know, I hear it over and over again, like you have that big vision, you're like, how the heck am I gonna get all the way over there? But you don't worry about that you worry about you know, you put the vision in place, and then you worry about the day-to-day, the hour-by-hour, or whatever activities you do to get there. And then a lot of times, you know, things just happen that allow you to meet somebody that you didn't think you would have met that opens your entire next level to get to where you need to be.

Keshia White 12:30

Hmm, exactly, yes.

Gresham Harkless 12:32

Nice. Now I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO. We're hoping to have different quote and quote, CEOs on the show. So Keshia, what does being a CEO mean to you?

Keshia White 12:44

What does it mean? So I guess, I feel like it means taking responsibility for yourself and your life and business and everything. Because with the CEO, you're the decision maker on everything, and you have to be honest about your results and your progress. And it's not like it's necessarily a bad result, you won't you just have to look at it as like, I gather some information here. And this is working well, this is not working well. So how can I change?

So you just have to be really, really self-aware, I feel like as a CEO, just being a self-aware person, and then be fast about your actions and your decisions. Because you can't just sit on the sidelines afraid to make that change. Because if you're not your business is gonna get stuck. That's more like an employee mindset if you're scared to make changes and take new actions to try new things. So as a CEO, you have to be the driver of new strategies and new products or discontinue this service, just all that kind of stuff. So, yeah, we'll see that.

Gresham Harkless 13:38

Nice. I definitely, you know, love that definition. I appreciate it too, because I can't even hear it, you know, and that the, the earlier part, when we talked about, you know, you making the process a lot more kind of back and forth with clients, where if you see that something's not going well, a lot of times, you know, just sit back on the sideline and say, oh, you know, as them as you know, they need to do better they need to do this, that.

And third, but you actually tweak the things that you're doing. And I think, as you said, like, not only seeing things that need to be improved, but also taking the action to do that definitely, you know, makes, you know, being a CEO so much better, because you get that gratification and you feel like you aren't kind of ad hoc, so whatever happens, you can actually make that change and start to produce those results that you want.

Keshia White 14:18

Exactly, and they're gonna take the action because yeah, if you call up the same place this time next year.

Gresham Harkless 14:23

Exactly. Exactly. I truly appreciate that. So I appreciate that and your time even more, what I wanted to do is pass you the mic, so to speak, just to see if there's anything additional, you want to let our readers and listeners know. And of course, how best they can get a whole view and find out about all the awesome things we're working on.

Keshia White 14:41

So yeah, so I would say I guess anything else just stay persistent. And look at that. Keep that vision in your head too. Because it is a lot of work having a business especially when it's new. We can't hire people yet. So it's like you don't wanna hire too soon repaid. But you got to do what you have to do to get it off the ground. And then You just finished this book, everything is figured out well by Marie Forleo. I'm bringing her up again. But it was just a good book is really the motto, like the attitude you need to have in business, it's just that you can figure it out and just have confidence in yourself, and your ability to just figure it out and persist until you get to where you want to be.

Because I feel like a lot of times people give up too quickly just because of obstacles that are normal. So yeah, just know you can figure it out, keep it moving, and you will be there wherever you want to be. And then for whatever to me, so I'm everywhere, Keshia and white everywhere to make it super easy. So it's keshiaandwhite.com is the website Keshia white on Instagram, Facebook, and LinkedIn, those are my main three platforms.

Gresham Harkless 15:49

Awesome. Well, thank you so much, Keshia, we will definitely have the links and information below so that people can follow up with you. I definitely appreciate that last reminder as well, too, as everything is figured out. Well, as Marie Forleo says, and I think when you have that mindset and that mentality, you can't be stopped because you're always like, Okay, well, I'm gonna find a way to make this work. And a lot of times you become your best self and things start to appear when you have that kind of mindset and mentality.

Keshia White 16:13

Mm, exactly. You just have to be persistent.

Gresham Harkless 16:16

Be persistent definitely. Well, I truly appreciate you again and I hope you have a phenomenal rest today.

Outro 16:21

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community.

Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless.

Thank you for listening.

[/restrict]