Hilary Laffer and Amy Swift Crosby have worked together as brand strategists since 2005. Together (and separately) they have helped hundreds (thousands?) of businesses and founders distill and articulate their mission, vision and positioning, in industries ranging from consumer products, hospitality, restaurant, retail, beauty, wellness, education and real estate – as well as product and service companies who are solely B to B. Hilary is the principal of Part & Parcel, a full-service creative agency based in Los Angeles. Amy is a copy writer and strategist who divides her time between Los Angeles and an undisclosed seaside village in Massachusetts. Here's what you'll learn: What Branding Actually Is (And Isn't) Why branding is not just logos, colors, or taglines. The concept of "it's giving…" - your brand is the feeling people get from every interaction. How small details (website, phone calls, environment, communication) shape perception. The "Net Effect" of Your Brand How customers make decisions based on a cumulative gut feeling, not one single factor. Why inconsistent messaging creates doubt—even if your service is excellent. Real-world examples of brands losing trust due to chaotic or misaligned experiences. Common Branding Mistakes Business Owners Make Thinking branding is only visual design instead of full experience. Copying marketing tactics (social media, newsletters, ads) without strategy. Trying to appeal to "everyone" instead of defining a clear audience. Why Most Businesses Don't Know Their Ideal Client The danger of not being able to clearly explain who you serve and what problems you solve. How lack of clarity kills referrals, networking opportunities, and conversions. Why "everyone is my client" = no one is your client. How to Improve Your Brand Without a Big Budget Simple ways to audit your brand: website, client touchpoints, communication, environment. How small changes (and what those changes are) can dramatically improve perception. Why alignment across all touchpoints matters more than perfection. Brand Strategy as a Business Growth Tool How a strong brand acts as a magnet, not a megaphone. The hidden cost of a weak or unclear brand (missed partnerships, lost opportunities). Using your brand as a filter for decisions: marketing, partnerships, messaging. Final Takeaways for Business Owners Branding is happening whether you control it or not. Clarity beats complexity... know who you serve and what you stand for. You don't need to do everything, you need to do the right things consistently. Connect With Hilary & Amy Website | Instagram
