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Renee Bowen | reneebowen.com: Hey, Kristen, welcome to Tried and True with a Dash of Woo. I'm excited to dig into this conversation all about branding with you.

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Kristin Lawton @DistrictBrandBar: Yeah. Thanks. I'm really excited to be here.

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Renee Bowen | reneebowen.com: So, I want to kind of just dig in first. Like, you've been doing this a long time, right? Like, I've been doing what I'm doing for a long time, but people who spend that much time.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yep.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Renee Bowen | reneebowen.com: uh, helping other people feel seen and, like, dig into their zone of genius and all of that stuff, um, usually also know something about not being seen themselves. Is that true for you?

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Yeah, I mean, certainly I would say, you know, I've been doing brand and marketing communications for, you know, 25 years. In my business, I've been in business for, well, my business is a COVID baby, so six years, and actually six years and a few days. And the first few years.

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Kristin Lawton @DistrictBrandBar: I was still finding my footing and I was working in my zone of excellence and doing marketing and branding and sort of trying to like figure that out. And so what it meant was I was going fairly generic. I was just providing lots of value. And while, you know, I have a very fun sort of like brand theme, I call myself a brand mixologist. I have a cocktail theme.

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Kristin Lawton @DistrictBrandBar: And so, like, that helped me stand out a little bit, but, like, no one still knew what I did. I was just sort of, like, the cocktail girl that does marketing, right? And so, it wasn't until I was like, okay, what am I… like, what is my special sauce that's, like, I am really good at, and what I can do? And then…

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Kristin Lawton @DistrictBrandBar: I've like, and that's been in the past year that I've like, okay, like I have come into my own, like I know what I'm here to do and it is to help you craft your signature brand. And yeah, I would say that like, it wasn't that I was invisible, but I don't think people knew where to put me.

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Kristin Lawton @DistrictBrandBar: And so I was in this broad bucket that is just not helpful when you're trying to stand out.

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Renee Bowen | reneebowen.com: Yeah, no, I mean, I see it all the time. I've definitely.

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Renee Bowen | reneebowen.com: been there myself. I mean, this is… this is something I feel like I hear from so many creatives, especially because we have, like.

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Kristin Lawton @DistrictBrandBar: Mhmm. Totally. And we're so good at so many things. Because to be an entrepreneur, you have to be so good at so many things. And yeah, 100%.

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Renee Bowen | reneebowen.com: So many ideas, right?

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Renee Bowen | reneebowen.com: Yes.

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Renee Bowen | reneebowen.com: And like, how do you like, it's, that's the biggest pain point I think for a lot of us is like, whoa, I don't wanna limit myself and I don't wanna not talk about this. And, and it gets really squirrely, right? Like you're like, I don't know how to distill that. And that's like something that you've been refining, like you said.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Yes.

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Renee Bowen | reneebowen.com: Over these last few years of like figuring out and you've got and we'll get into like some of the tools that you use for that in a minute because that's brilliant. But I feel like I want to kind of just stay here for a second because I know that this is something.

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Kristin Lawton @DistrictBrandBar: Mmhm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: that a lot of my listeners struggle with. Like, a lot. Like, how do I… this whole niche, or not to niche, or whatever, and like… but am I dulling my personality? But…

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yes.

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Kristin Lawton @DistrictBrandBar: No.

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Renee Bowen | reneebowen.com: Let's just talk about like why.

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Renee Bowen | reneebowen.com: why it's so important to, like, hone in on what makes you you, your signature, you know, unmistakable brand? Because.

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Kristin Lawton @DistrictBrandBar: Yep.

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Renee Bowen | reneebowen.com: Like you've seen the difference even just not with your, just your clients, but with yourself. So like what happens when you finally get in that pocket?

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Kristin Lawton @DistrictBrandBar: 100%.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Yeah, I mean, listen, we get how many messages do we get bombarded with every day, right? Thousands, if not.

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: hundreds of thousands and millions. I mean, it is non-stop, and especially with my ADHD brain, it is like, you know, even more, because I cannot last 30 seconds, like, on one reel. Uh, and so we're getting hit with a lot of messages, right? And we know.

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Renee Bowen | reneebowen.com: Uh-huh.

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Kristin Lawton @DistrictBrandBar: You know, it used to be, and I don't know, I know it's changed, I don't know what it is, but it used to be someone had to hear your message seven times for it to stick, right? And I am quite sure it is a lot more than that for it to stick, right? And if you are, every time they see you.

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: um, talking generically in broad strokes, right? It doesn't necessarily… not generic in that, like.

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Kristin Lawton @DistrictBrandBar: you're not showing your personality or whatever, but if you are going so broad that people aren't really sure what bucket you're in, or there's so many people to choose from within, sort of, your realm, and… and they're like, okay, well, you know, when I was doing… I was doing brand and marketing, and I was doing the full gamut, and I enjoyed it.

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Kristin Lawton @DistrictBrandBar: But, you know, people would be like, well, what I really want is just like Instagram help. So then they're going to go to the Instagram person, right? Or like, what I really want is like a new logo. So they're going to go to the graphic design person because I'm not a graphic designer. I do brand strategy. And, you know, so like they're going to, they're looking to niche down. They're not looking necessarily because I'm like, I'm going to be your one stop shop. It's going to be great. You don't have to, you know.

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Kristin Lawton @DistrictBrandBar: It's going to be cheaper to work for me. You're going to get someone that knows everything about you. But that's not what people are really looking for.

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Kristin Lawton @DistrictBrandBar: When you're not… when they're getting all these messages, and they're not hearing what you do, and why you do it, and why you're the one to do it, repeated, it's never gonna stick.

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Renee Bowen | reneebowen.com: Yeah. Okay.

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Kristin Lawton @DistrictBrandBar: they're gonna pass right by it. They may think, and we'll get into this, but sort of, I have, like, 3 pillars of, like, what makes a signature brand, and if you sort of lean too much into one aspect, like just showing off your personality, which makes… which, yes, will make you stand out, will make it unique, but that just makes people like you. It doesn't make people buy from you.

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Renee Bowen | reneebowen.com: Yes.

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Kristin Lawton @DistrictBrandBar: Right? So you have to, like, also show the credibility aspect. And so there's this balance, and you kind of can't get that balance if you're going so broad. And, you know, it's… I… everyone is scared to niche down, right? Because, like.

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Renee Bowen | reneebowen.com: Mmhm.

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Kristin Lawton @DistrictBrandBar: we're trying to make money, and we don't want to eliminate sort of big groups of people. But I'm here to tell you, like, you know.

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: all of my content, I will say, 75% of my content is very cocktail heavy, and half of my audience does not drink, right? But it's like, they like the metaphor, they get it. I'm not actually, I'm not coming in here and turning, you know, perhaps someone that's, like, really struggling with alcohol, like.

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Kristin Lawton @DistrictBrandBar: maybe I'm not the one for you, right? But the people that just sort of, like, they like the mocktail, or, like, they have their tea, like, they get the metaphors, they get that it's fun, they, you know, so, like, if I'm not turning, like, a whole group of people off from just, like, a cocktail-themed brand.

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Renee Bowen | reneebowen.com: Right.

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Kristin Lawton @DistrictBrandBar: Like, you can feel confident that you could, like, niche down more. And when you do, and you say, this is who I am, the people who are Googling, okay, I really need someone who's gonna understand exactly what I do, they're gonna find you. Then they're gonna tell their friends who maybe are past, you know, in that next level of, like, the outer shell of what you do.

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Kristin Lawton @DistrictBrandBar: And they're gonna be like, yeah, but I got so, you know, she helped me so much. So you're gonna get those people. You're not turning people away when you really like hone in your brand and your foundation of what you do and why you do it and who you do it for. And I get it. We're all scared of it because we're just trying to, we're just out here trying to survive and make money.

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Renee Bowen | reneebowen.com: Right.

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: And it feels counterintuitive, but it's the opposite.

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Renee Bowen | reneebowen.com: Totally. And also there's a, that piece of it I see a lot and I, I've definitely experienced it myself, you know, like that psychological aspect of it too, you know, that whole like visibility and being seen. And I really think it all comes back to like, yeah.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: you know, you know I work a lot with the unconscious, and, like, there's, you know, bringing the unconscious to the conscious level, so that it does… takes a charge out of it, and you can, like, move on with your life. Okay.

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Renee Bowen | reneebowen.com: In that process, it's just really interesting to me because so many women come into my coaching and that is a really big roadblock for them showing up, showing up like the face of the business, right?

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Kristin Lawton @DistrictBrandBar: Yeah, yeah.

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Kristin Lawton @DistrictBrandBar: Yeah, yeah. Mm-hmm.

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Renee Bowen | reneebowen.com: Okay. And they're like, no. And also, like, if you've been in business for a while too, like, let's say 10 years or more, it's a very, like, it's a different landscape like you just outlined, right? It's a whole different world. Like, yes, since Covid, but like even in the last two years.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Oh, November all. Yeah. Yeah.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: Um, we are so oversaturated, overwhelmed with all this content, so it isn't branding. Like, I've been shooting branding.

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Renee Bowen | reneebowen.com: photos as a photographer for like 20 years and it wasn't even called that in the beginning. It was like oh I need a little bit more than headshots.

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Renee Bowen | reneebowen.com: Okay, lifestyle or, you know, environmental or whatever. And then it sort of evolved, right? And then it started evolving quickly into this whole personal branding thing. So I see a lot of photographers really struggle with this because a lot of them have been in business for a while and they're like, well, no, we were always taught to keep that.

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Kristin Lawton @DistrictBrandBar: Right, right.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: Professional thing separate, right? And now we're like, no, that's actually not what's going to get you because people buy from people. And so there's this, it's very difficult. And I think a lot of it I see anyway, and I want to see, ask you if you see this too with your clients.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Mmhm.

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Renee Bowen | reneebowen.com: is… it kind of goes back to, like… I mean, think about it, like, back in caveman days, early man, let's talk, like, going all the way back, you were not accepted by the group. You literally died. Like, you…

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Kristin Lawton @DistrictBrandBar: Yeah!

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Kristin Lawton @DistrictBrandBar: That is true!

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Renee Bowen | reneebowen.com: You were not fed, and you would die. And so, it's very much like, I think a lot of it is tied to, yeah, there's probably something in your past as a child that, you know, whatever, that.

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Kristin Lawton @DistrictBrandBar: Right.

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Kristin Lawton @DistrictBrandBar: Getting picked on the playground, you know.

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Renee Bowen | reneebowen.com: Exactly. Or maybe you were just told to not be so much, or whatever. You know, we all have our own, like, kind of stories about that, but I do think that part of it is a little bit biological, because our unconscious mind, the only job it has is to, like, literally keep you alive. And so…

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Kristin Lawton @DistrictBrandBar: Mm-hmm. Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: When you go to put yourself out there, it's like, absolutely not. You will be made fun of, whatever, you'll be, you know, not accepted by the group, and you'll die. Like, literally, it feels like it's so much bigger and scarier.

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Kristin Lawton @DistrictBrandBar: Mm-hmm. Yeah.

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Renee Bowen | reneebowen.com: than to our nervous system really is. Do you see that a little too?

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Kristin Lawton @DistrictBrandBar: Yes.

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Kristin Lawton @DistrictBrandBar: Yes.

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Kristin Lawton @DistrictBrandBar: Yeah, yeah, that's interesting. I 100%. I mean, I think people feel, you know, that they need to show up stuffy or, you know, buttoned up and a little bit more professional. You know, like, I have had a fear that I'm finally getting over.

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Kristin Lawton @DistrictBrandBar: of showing up as my real self on LinkedIn because it is like a lot of my old world, which was more corporate, nonprofit, like your headshots are in a suit, right? Like, and my headshot now is me sitting cross-legged on top of a bar holding drinks, right? Like, I'm just like, this is me. This is what you got. And like, and it's, for me, it's like, it's so much easier to show up.

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Renee Bowen | reneebowen.com: Mm-hmm.

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: as myself on Instagram, and even though everything is public, and, like, you can see me on Instagram, but the minute it's, like, LinkedIn, I just… I immediately feel like this, you know, oh no, my old world's gonna see me, like, what does that say about it? And then I have to remember, like.

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Renee Bowen | reneebowen.com: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: that says that I'm badass, and they're still stuck in their, like, you know, like, 9-to-5 stuffy job. Like, I have to sort of, like, trick my brain, right, to, like, make it. And so, yeah, I mean, I think…

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Renee Bowen | reneebowen.com: Yeah!

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Kristin Lawton @DistrictBrandBar: What we do as solopreneurs and put ourselves out there, it is scary. But you know, we, you know, I primarily work with solopreneurs, people who are the primary person behind their brand, right? Like maybe you have a team, but like you are the face of your brand.

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Renee Bowen | reneebowen.com: Right.

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Kristin Lawton @DistrictBrandBar: Whether you like it or not, if someone is working with you, they're working with you, right? And so they need to know, am I safe with this person? Do I trust this person? Am I going to enjoy my time with this person? And that says a lot more than just, like, you can have all the chops in the world and know your **** and sort of have all that expertise.

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Renee Bowen | reneebowen.com: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: but if they're not going to enjoy spending time with you, like, they're not booking you, right? And so you have to show that, and that is survival, right? Like, you can't do one or the other and really succeed either. I mean, I…

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Renee Bowen | reneebowen.com: Yeah.

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Kristin Lawton @DistrictBrandBar: I'm not, you know, the whole faceless accounts, like, whatever, like, I suppose there are ways that you can do it, but it's not the way that I would recommend.

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Renee Bowen | reneebowen.com: Yeah?

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Renee Bowen | reneebowen.com: No, I, yeah, no, I agree. And I think that, I mean, I get it, you know, I'm, I'm an introvert and a lot of people are like kind of surprised by that just because I am like online a lot and I, it looks like from the outside looking in, it might look like I'm super comfortable being online and all of that, but like.

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Kristin Lawton @DistrictBrandBar: Hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: Yeah, but on my terms, you know what I mean? And yeah, I can do it, but like, I'm usually sort of batching stuff and, you know, like I've kind of desensitized myself, but like, I remember the first time I went live in my Facebook group back in like 2018 or 2019, because I.

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Kristin Lawton @DistrictBrandBar: Regular, correct, yeah.

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Kristin Lawton @DistrictBrandBar: that…

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Renee Bowen | reneebowen.com: I really started taking my coaching seriously around then. I had been mentoring for a while, and then I was like, no, I'm gonna take it seriously, and then kind of, like, go through certifications and all this, and I wanted to die, like, clicking that live button. I was like.

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Kristin Lawton @DistrictBrandBar: Mm-hmm, mm-hmm.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Renee Bowen | reneebowen.com: Oh, my God! Like I! This is not for me, and it's so easy to like fall. It's it's really easy to like shrink right? But from what I like my own personal experience, and then working with so many people over the years, and I'm sure you, too.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Renee Bowen | reneebowen.com: It's the reps. It's like showing up in small amounts, desensitizing yourself. Now I'm like, oh, we could click live right now, and I'd figure it out.

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Kristin Lawton @DistrictBrandBar: It is, yes.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

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Kristin Lawton @DistrictBrandBar: Right.

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Kristin Lawton @DistrictBrandBar: Totally. No, I know. And you know, like the first time I was really getting comfortable going on stories, you know, my parents are watching and my dad calls me or texts me and he's like, you're saying um a lot and you're, you're not, your eyes are shifting and it's like distracting and like.

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Renee Bowen | reneebowen.com: You know?

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Kristin Lawton @DistrictBrandBar: then that was in my head forever. And so for a while I like blocked them right? Just because I'm like, I have to be comfortable showing up, and the only way I can do that is by showing up. And you know. And then I just launched a Youtube channel. And he's like, he's like, it's really good. I can see your editing's better. And I'm like, well, it's the same batch of videos. So like, don't get too excited, and I can see the lights in your glasses, and it's really distracting. And I was like, well.

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Renee Bowen | reneebowen.com: Yeah, yeah.

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Renee Bowen | reneebowen.com: Yes.

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Kristin Lawton @DistrictBrandBar: I… when I turned 40, I needed glasses. I don't know what to tell you, except you made me, so, like, this is your fault. Like, Scott.

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Renee Bowen | reneebowen.com: Yeah.

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Renee Bowen | reneebowen.com: Yeah.

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Renee Bowen | reneebowen.com: Also, you're not buying from me. You're not my you're not my client.

00:27:57.000 --> 00:28:10.000
Kristin Lawton @DistrictBrandBar: Right, it's also that… but, like, I get, like, there are things that are just gonna trigger you, and you have to just sort of, like… but you… it is… it's the reps, it's the… it's the showing up, and honestly, like.

00:28:01.000 --> 00:28:02.000
Renee Bowen | reneebowen.com: Yeah.

00:28:05.000 --> 00:28:07.000
Renee Bowen | reneebowen.com: Yeah?

00:28:11.000 --> 00:28:26.000
Kristin Lawton @DistrictBrandBar: Your best and your medium is like better than so many people out there because like if you're in your zone of genius, if you know what you're talking about, if you're hitting, you know, if you're really care, I mean, one of the things that I think is really important is that.

00:28:16.000 --> 00:28:17.000
Renee Bowen | reneebowen.com: Yes.

00:28:26.000 --> 00:28:42.000
Kristin Lawton @DistrictBrandBar: you have to show that you love your work, right? And when you show up that you love your work, it does… the rest doesn't matter. Wear makeup, don't wear makeup. Have a lot of, um… don't have a lot of, um… shifty eyes, wear, you know, lights and glasses that can be distracting. I don't think it matters.

00:28:34.000 --> 00:28:36.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:28:41.000 --> 00:28:56.000
Renee Bowen | reneebowen.com: Yeah, exactly, like, the message is the message, and showing up, just showing up, just showing up, just showing up, because 100% what you just said earlier is so true, like, so many people just don't at all. So, like, if you do it even just a little bit, you're so much…

00:28:43.000 --> 00:28:45.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:28:46.000 --> 00:28:48.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:28:52.000 --> 00:28:54.000
Kristin Lawton @DistrictBrandBar: Right.

00:28:56.000 --> 00:29:11.000
Renee Bowen | reneebowen.com: Further ahead than you even think. And so you got to like kind of just kind of push through that. But I want to dig in a little bit because you brought it up a little bit before, but these three essential lines. Okay, so this is part of your process that you do.

00:28:58.000 --> 00:28:59.000
Kristin Lawton @DistrictBrandBar: Mmhm.

00:29:02.000 --> 00:29:03.000
Kristin Lawton @DistrictBrandBar: Mmhm.

00:29:03.000 --> 00:29:04.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:29:07.000 --> 00:29:08.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:29:09.000 --> 00:29:11.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:29:11.000 --> 00:29:20.000
Renee Bowen | reneebowen.com: with your, you know, helping people with their, with their strategy of their brand. Tell me what these lines are and what they, what they mean, what they represent.

00:29:12.000 --> 00:29:13.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:29:13.000 --> 00:29:15.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:29:19.000 --> 00:29:43.000
Kristin Lawton @DistrictBrandBar: Yeah, so the lines are based on my three pillars of a signature brand, which is credibility, personality, and expression. So credibility is how people trust you. Personality is why they're going to buy from you and like you. And expression is why they're going to keep coming back. And it's the thing that it's sort of their full experience and that it feels consistent and cohesive and personalized.

00:29:43.000 --> 00:29:45.000
Kristin Lawton @DistrictBrandBar: Um, and you need all those three to balance.

00:29:45.000 --> 00:30:03.000
Kristin Lawton @DistrictBrandBar: And, you know, I've done a lot of brand work over the years, and I've done a lot of marketing work, and I know that your marketing is easier when you have a strong brand, but you still need tools, and just like, sort of, you know, any bartender needs their tools, you can't just sort of, like, if you're just pouring, you know, drinks into.

00:30:03.000 --> 00:30:20.000
Kristin Lawton @DistrictBrandBar: a glass and calling it a day, like, that's a dive bar, that's not, you know, a nice crafted cocktail that you want for your customers, and so we need tools, and so I've developed these lines that are sort of 3 small tools that help you with these 3 pillars, and.

00:30:20.000 --> 00:30:35.000
Kristin Lawton @DistrictBrandBar: and you'll sort of understand what I mean by a tool right as as you think about your, and you'll make you think about your brand differently. So the 1st one is your credibility line. And this is really talking about.

00:30:35.000 --> 00:30:52.000
Kristin Lawton @DistrictBrandBar: You know, it's the reason why you do the work, right? It's the why behind sort of your motivation and why you do it. So all of these things can be used publicly. And this one I think is a good one to use publicly and sort of get across.

00:30:40.000 --> 00:30:41.000
Renee Bowen | reneebowen.com: Yep.

00:30:52.000 --> 00:31:09.000
Kristin Lawton @DistrictBrandBar: But it's something that every time you're putting a message out there, you want to sort of remember your why, and if you say it, that's even better. So, for instance, my why is, or my credibility line is, I have 25 years of writing marketing experience across media, nonprofits, corporations, and small businesses.

00:31:09.000 --> 00:31:26.000
Kristin Lawton @DistrictBrandBar: I've seen how hard businesses work to market themselves when they don't have the brand foundation set. I'm here to change that. So, you sort of have, you know, the why you do, you know, your expertise, your credibility, and your why sort of wrapped in. And I think when you have something, it's like.

00:31:23.000 --> 00:31:24.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:31:26.000 --> 00:31:46.000
Kristin Lawton @DistrictBrandBar: this anger for you, right? So as I'm showing up and as I'm thinking about new offers, as I'm thinking about the way that, you know, I'm talking on my YouTube channel, I'm going back to my credibility line. It's like, is this, is the person who has this line showing up this way? Is this the right offer for someone who has this line, you know?

00:31:46.000 --> 00:32:02.000
Kristin Lawton @DistrictBrandBar: I'm here to change, helping you make your marketing easier by making sure you have your brand foundation set so that you can be, you know, unmistakable, remembered in the obvious choice in the room, and I have the experience to do that. Everything that I do goes back to.

00:32:02.000 --> 00:32:03.000
Kristin Lawton @DistrictBrandBar: My wife.

00:32:03.000 --> 00:32:10.000
Kristin Lawton @DistrictBrandBar: And so you can always make sure that you're sort of showing up that way. So that's the credibility line.

00:32:04.000 --> 00:32:05.000
Renee Bowen | reneebowen.com: Yes.

00:32:09.000 --> 00:32:24.000
Renee Bowen | reneebowen.com: Mm-hmm. Love that. And I, I kind of teach that similarly. I harp a lot on the why and the purpose. And I get like, we go really, really deep because that's just kind of like how my brain works.

00:32:17.000 --> 00:32:19.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:32:22.000 --> 00:32:25.000
Kristin Lawton @DistrictBrandBar: Yeah, sure.

00:32:24.000 --> 00:32:32.000
Renee Bowen | reneebowen.com: Um, but I think it makes such a huge difference. So, you know, and I know it does, I know it does for me, you know, I always sort of like.

00:32:30.000 --> 00:32:31.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:32:32.000 --> 00:32:35.000
Renee Bowen | reneebowen.com: When I'm explaining that to…

00:32:35.000 --> 00:32:51.000
Renee Bowen | reneebowen.com: Coaching students, you know, people that I'm walking that through this process, um, you know, I'll give them that example too. Like, you know, my, I always say like, it's not like you're, you're why I love how you wrap it with, with what you do and like the credibility piece of it, right? Because like.

00:32:38.000 --> 00:32:39.000
Kristin Lawton @DistrictBrandBar: Got it.

00:32:50.000 --> 00:32:51.000
Kristin Lawton @DistrictBrandBar: Mmhm.

00:32:51.000 --> 00:33:07.000
Renee Bowen | reneebowen.com: For me, it's like, okay, your, your actual purpose here on this earth as a human being that is tied to like what you do, right? Like it, it, but you express it in what you do. And so really honing in on that is super important. Cause like my why is really about like.

00:32:56.000 --> 00:32:57.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:33:00.000 --> 00:33:02.000
Kristin Lawton @DistrictBrandBar: Yes. Yes.

00:33:07.000 --> 00:33:24.000
Renee Bowen | reneebowen.com: I just want people to be the most them that they possibly can be unapologetically, like be the most you that you can be. I don't care what it is, what you do, like just live in the fullest expression of you and challenge the status quo and live your **** life, right? And so like.

00:33:11.000 --> 00:33:13.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:33:18.000 --> 00:33:20.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:33:24.000 --> 00:33:38.000
Renee Bowen | reneebowen.com: as a photographer, I definitely express that with my clients. I want them, their personality, to really come through these images, because anyone can take a photo, like, these days especially. But not everybody can get.

00:33:27.000 --> 00:33:29.000
Kristin Lawton @DistrictBrandBar: Mm-hmm. Right.

00:33:30.000 --> 00:33:31.000
Kristin Lawton @DistrictBrandBar: Yes.

00:33:35.000 --> 00:33:37.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:33:38.000 --> 00:33:53.000
Renee Bowen | reneebowen.com: that piece of it, and that is, like, a really special thing, I think, as a photographer. And then, as a coach, same thing, right? Like, I want my clients to just, like, live in their light. And, like, so, I just love how you sort of, like, okay, we start there, and then…

00:33:38.000 --> 00:33:40.000
Kristin Lawton @DistrictBrandBar: Right.

00:33:41.000 --> 00:33:43.000
Kristin Lawton @DistrictBrandBar: Hmm. Yeah.

00:33:45.000 --> 00:33:47.000
Kristin Lawton @DistrictBrandBar: Right, right.

00:33:53.000 --> 00:33:54.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:33:53.000 --> 00:33:58.000
Renee Bowen | reneebowen.com: Moves through these other two. Is that like, did you go in on a sequence? Is that?

00:33:56.000 --> 00:33:57.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:33:57.000 --> 00:34:14.000
Kristin Lawton @DistrictBrandBar: Um, no, not necessarily, because they're the three pillars, and they're all balanced, right? And so, you don't want one, like, right? So, I'm sure we can name people that sort of lead heavily with their credibility, right? And not with necessarily their why, it tied into it, but…

00:34:01.000 --> 00:34:02.000
Renee Bowen | reneebowen.com: I got you, okay.

00:34:09.000 --> 00:34:10.000
Renee Bowen | reneebowen.com: Right.

00:34:14.000 --> 00:34:29.000
Kristin Lawton @DistrictBrandBar: I've made six figures, seven figures, that's it, right? And that's like, right? I have this many followers on Instagram and that's it, right? So like, and so if you lead too much with the credibility.

00:34:18.000 --> 00:34:19.000
Renee Bowen | reneebowen.com: Yeah.

00:34:19.000 --> 00:34:22.000
Renee Bowen | reneebowen.com: Yeah.

00:34:23.000 --> 00:34:24.000
Renee Bowen | reneebowen.com: Yeah.

00:34:29.000 --> 00:34:33.000
Kristin Lawton @DistrictBrandBar: That's not gonna sort of work. So like, I do, if I'm…

00:34:30.000 --> 00:34:32.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:34:33.000 --> 00:34:40.000
Kristin Lawton @DistrictBrandBar: in cocktail terms, I do think the credibility sort of comes first, because it's sort of the base spirit, and you need the foundation, right? If…

00:34:40.000 --> 00:34:58.000
Kristin Lawton @DistrictBrandBar: There are a lot of people that… and I believe that you can be your own expertise and experience, right? You could have done the work, and now you can teach the people. But if you're just sort of show up one day, I want to start a business, let me take this course, and then I'm going to start teaching this thing.

00:34:54.000 --> 00:34:56.000
Renee Bowen | reneebowen.com: Yeah.

00:34:58.000 --> 00:35:01.000
Kristin Lawton @DistrictBrandBar: Maybe you're not at a signature brand yet.

00:35:01.000 --> 00:35:03.000
Renee Bowen | reneebowen.com: Mm-hmm, mm-hmm, yeah, yeah.

00:35:01.000 --> 00:35:24.000
Kristin Lawton @DistrictBrandBar: right? And we have some work to do. But so I think you want to talk about sort of like your credibility. But I think the why here is important with that. But yes, I say, that's the base spirit. So that's why I talk about it first.st So the next one's the flavor right? This is the personality descriptor, and this one is my favorite sort of tool, because this is a straight up tool. It is not.

00:35:25.000 --> 00:35:40.000
Kristin Lawton @DistrictBrandBar: necessary. I share mine, obviously, because I teach it, but it can be something that you don't share at all. So this is sort of like the thing that you reference all of your content to and the way that you're sort of putting your message out there.

00:35:40.000 --> 00:35:55.000
Kristin Lawton @DistrictBrandBar: And you're coming back to this and saying, like, can anyone else have made this? And so you want a line that you always go back to. And so my personality descriptor and and the thing that I fight with, like, Claude or ChatGPT on, I'm like, is this the person?

00:35:44.000 --> 00:35:45.000
Renee Bowen | reneebowen.com: Uh-huh.

00:35:55.000 --> 00:36:05.000
Kristin Lawton @DistrictBrandBar: That speaks to her audience like she's at an unlimited mimosa brunch with friends, because that is my line, unlimited mimosa brunch with friends.

00:36:05.000 --> 00:36:06.000
Renee Bowen | reneebowen.com: That's awesome.

00:36:05.000 --> 00:36:21.000
Kristin Lawton @DistrictBrandBar: So, you know, so when I go back to think about that, like, we're spilling the tea, we're getting real, we're a little sassy, we're maybe two cocktails in, uh, so we're somewhat unfiltered, and you're gonna have a good time, right? And so, everything that I do.

00:36:18.000 --> 00:36:19.000
Renee Bowen | reneebowen.com: Yeah.

00:36:21.000 --> 00:36:34.000
Kristin Lawton @DistrictBrandBar: comes back to that line, and so I can look, and you know, some things are a little different. The tone may shift, right? Sometimes you're at a fancy brunch, and there's still, and sometimes you're, you know, at a drag brunch, and so you can sort of, like.

00:36:33.000 --> 00:36:34.000
Renee Bowen | reneebowen.com: Mmhm.

00:36:34.000 --> 00:36:41.000
Kristin Lawton @DistrictBrandBar: Tone can change, but when you think about it as a tool, and so I'll give a couple other examples of people.

00:36:41.000 --> 00:36:55.000
Kristin Lawton @DistrictBrandBar: one, um, I think about, like, a SEO expert, but sort of like a, you know, on-the-go city girl, and so her line is the friend everyone texts for restaurant recommendations.

00:36:54.000 --> 00:36:55.000
Renee Bowen | reneebowen.com: Yeah.

00:36:55.000 --> 00:37:10.000
Kristin Lawton @DistrictBrandBar: Right? Because she's like, she's the one in the know, she sort of, like, lives in the zeitgeist, like, um, but she's not gatekeeping anything, right? She's gonna tell you, like, don't go here, go here, and that's sort of how, like, an SEO expert is, right? We're gonna get to the point, we.

00:37:10.000 --> 00:37:26.000
Kristin Lawton @DistrictBrandBar: But she's still that friend that you want to know, right? Because she knows, she knows the things. She's going to get you into the hot club. Another one is like, if I think like a perimenopause coach or something, and her descriptor is a long exhale in a room where everything's going to be OK.

00:37:14.000 --> 00:37:16.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:37:27.000 --> 00:37:38.000
Kristin Lawton @DistrictBrandBar: So, right, it doesn't have to be a place, it doesn't have to be, you know, it can just be that feeling, right? And you want, when people read your stuff, to just have that, like, that, like, exhale, like, okay, we're good, right?

00:37:27.000 --> 00:37:28.000
Renee Bowen | reneebowen.com: Yeah?

00:37:37.000 --> 00:37:39.000
Renee Bowen | reneebowen.com: Yeah.

00:37:38.000 --> 00:37:45.000
Kristin Lawton @DistrictBrandBar: Another one, which I sort of put into my human design coach, is journaling in a hammock on a beach.

00:37:39.000 --> 00:37:40.000
Renee Bowen | reneebowen.com: Yeah.

00:37:45.000 --> 00:37:47.000
Renee Bowen | reneebowen.com: I love that.

00:37:45.000 --> 00:38:01.000
Kristin Lawton @DistrictBrandBar: And so, right, you can get the vibe of, like, we're really going to deep insights, and it's going to be calm and relaxing and whatever. So, so there's many different ways to go about a personality descriptor, but when anytime you're, you know, we put out so much content as.

00:37:52.000 --> 00:37:54.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:38:00.000 --> 00:38:02.000
Renee Bowen | reneebowen.com: Yeah.

00:38:01.000 --> 00:38:15.000
Kristin Lawton @DistrictBrandBar: entrepreneurs, and you want it to have the same feeling. And it's not enough just to be like, here's some words I use, right? Here's my emojis. You want the feeling to come across, and so this is where the personality scripture gets to that.

00:38:16.000 --> 00:38:31.000
Renee Bowen | reneebowen.com: Love that. Yes. Okay. I have, I have many thoughts, but we're gonna come back to that mood because you mentioned human design and you use human design and astrology. We're gonna talk about how you use them to help your clients really hone in on all this. So we're gonna come back.

00:38:24.000 --> 00:38:26.000
Kristin Lawton @DistrictBrandBar: I do.

00:38:26.000 --> 00:38:27.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:38:30.000 --> 00:38:32.000
Kristin Lawton @DistrictBrandBar: Yes.

00:38:31.000 --> 00:38:39.000
Renee Bowen | reneebowen.com: to that in a second, which I'm super excited about. Let's talk about the signature. Is that what you're talking about? The third one?

00:38:32.000 --> 00:38:35.000
Kristin Lawton @DistrictBrandBar: Yeah, me too.

00:38:38.000 --> 00:38:47.000
Kristin Lawton @DistrictBrandBar: Yeah, I just say, okay, okay, sorry. New dog barking. You're okay. I need to use my little spray. Okay.

00:38:42.000 --> 00:38:44.000
Renee Bowen | reneebowen.com: It's all good, I can't hear him.

00:38:48.000 --> 00:38:59.000
Kristin Lawton @DistrictBrandBar: So the next one is a signature title, and I think everyone should drop any title that says CEO and founder, and that's it. Owner, drop.

00:38:58.000 --> 00:38:59.000
Renee Bowen | reneebowen.com: Yeah.

00:38:59.000 --> 00:39:18.000
Kristin Lawton @DistrictBrandBar: if you want to put it on your LinkedIn, because you want to be more professional there, that's fine, but when you're introducing yourself, you know, I am a chief brand mixologist, and so for me, so this falls under the expression pillar, and you want to sort of show how you do the work, how people experience your world.

00:39:07.000 --> 00:39:08.000
Renee Bowen | reneebowen.com: Yes.

00:39:18.000 --> 00:39:40.000
Kristin Lawton @DistrictBrandBar: And so for me, you know, because I have sort of like the mixology thing. It's more fun, right? So I want to make sure I leave with chief because like I know my ***** I have the authority, right? So like chief is the authority, brand is the territory that I've been, and mixologist is sort of like the teaching mechanism. And in your title, every word should you have a place.

00:39:37.000 --> 00:39:38.000
Renee Bowen | reneebowen.com: Yep.

00:39:40.000 --> 00:39:57.000
Kristin Lawton @DistrictBrandBar: And… and this… and it goes back to being a tool to where, like, you know, if you come onto my website, are you getting the Chief Brand Mixology feel, right? Or, you know, if I put out a reel, is this coming from a Chief Brand Mixologist? And so… and it… and it… being an owner of a business.

00:39:57.000 --> 00:40:02.000
Kristin Lawton @DistrictBrandBar: isn't a tool, that's just a title, but in this way, right? So, like, the…

00:40:02.000 --> 00:40:12.000
Kristin Lawton @DistrictBrandBar: so, for examples, um, for my SEO person, the one who's, you know, the restaurant recommendation, her title is Your Search Stylist.

00:40:08.000 --> 00:40:09.000
Renee Bowen | reneebowen.com: Yeah.

00:40:11.000 --> 00:40:13.000
Renee Bowen | reneebowen.com: Hmm.

00:40:12.000 --> 00:40:31.000
Kristin Lawton @DistrictBrandBar: Um, the perimenopause person, because she doesn't have a, uh, you know, health background necessarily, she's more of a formal one of a certified perimenopause advocate. So the advocate, you sort of know how they're helping you, right? But, like, we have the cred… the authority is, like, she's been certified.

00:40:31.000 --> 00:40:47.000
Kristin Lawton @DistrictBrandBar: Um, the human design one is the reflector's guide to business decisions, so that you know that their territory is sort of, you know, in business, they're a guide, uh, and the reflector pulls in the human design aspect without really having to mention it.

00:40:47.000 --> 00:40:48.000
Renee Bowen | reneebowen.com: Right.

00:40:47.000 --> 00:40:58.000
Kristin Lawton @DistrictBrandBar: So there's many ways of doing this, but it's another way of making sure that when you come back to your thing is, like, does this… does what I'm putting out live up to how I do what I do?

00:40:57.000 --> 00:41:03.000
Renee Bowen | reneebowen.com: Yeah, this is the part that I think I always struggle with.

00:41:03.000 --> 00:41:08.000
Renee Bowen | reneebowen.com: Because, again, it's probably just the way my brain just…

00:41:08.000 --> 00:41:14.000
Kristin Lawton @DistrictBrandBar: Yeah, we have a couple different worlds that you live in, too, with photography and the, yes, and the coaching.

00:41:08.000 --> 00:41:10.000
Renee Bowen | reneebowen.com: You know, and it's…

00:41:11.000 --> 00:41:12.000
Renee Bowen | reneebowen.com: Yes.

00:41:13.000 --> 00:41:29.000
Renee Bowen | reneebowen.com: Yes. And I do like, there's a lot of other things, right? Like, I mean, I, the ADHD angle and talking about, cause like, not only do I have that kind of brain, I raised three humans with that. I'm married. Like everyone in my family has some level of neurodiversity and.

00:41:19.000 --> 00:41:20.000
Kristin Lawton @DistrictBrandBar: Okay.

00:41:26.000 --> 00:41:28.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:41:28.000 --> 00:41:30.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:41:29.000 --> 00:41:46.000
Renee Bowen | reneebowen.com: Like it was a lot for a long time because we didn't really know all of us were had that going on. We only thought my son had autism. And then one by one, everybody started getting diagnosed with something. And I look back at their childhood and I'm like, Oh my God, that was just straight up chaos. Like most of the time.

00:41:34.000 --> 00:41:36.000
Kristin Lawton @DistrictBrandBar: Hmmm.

00:41:36.000 --> 00:41:38.000
Kristin Lawton @DistrictBrandBar: Wow.

00:41:38.000 --> 00:41:40.000
Kristin Lawton @DistrictBrandBar: Yep.

00:41:44.000 --> 00:41:46.000
Kristin Lawton @DistrictBrandBar: Yes.

00:41:46.000 --> 00:41:47.000
Kristin Lawton @DistrictBrandBar: Right.

00:41:46.000 --> 00:41:57.000
Renee Bowen | reneebowen.com: how did you do that? And then, you know, like, that sort of piece of it, and then the, like, the menopause… I went through menopause really early, I have Hashimoto's, like, that's all tied into that piece of it too, right? Like, this…

00:41:47.000 --> 00:41:48.000
Kristin Lawton @DistrictBrandBar: Thank you.

00:41:52.000 --> 00:41:54.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:41:54.000 --> 00:41:57.000
Kristin Lawton @DistrictBrandBar: Hmm. Oh, God. Yeah. Yeah.

00:41:57.000 --> 00:42:10.000
Renee Bowen | reneebowen.com: This piece of it, because that is a really, like, when you're a solopreneur, like, you're running your own business, like, that is a very big piece of that story for me. It's like, I did all of that.

00:42:07.000 --> 00:42:09.000
Kristin Lawton @DistrictBrandBar: Absolutely.

00:42:10.000 --> 00:42:25.000
Renee Bowen | reneebowen.com: with all of this ***** right? Like, with all of the health stuff I was dealing with, same time. And so a lot of the women in my world, like, they can definitely identify with that piece, too. And then, of course, like, there's the photography piece of it. And working with.

00:42:11.000 --> 00:42:12.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:42:13.000 --> 00:42:15.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:42:21.000 --> 00:42:23.000
Kristin Lawton @DistrictBrandBar: Mm-hmm. Mm-hmm.

00:42:25.000 --> 00:42:31.000
Renee Bowen | reneebowen.com: teenagers for the last 20 years. Like, I am, like, a teenage expert at this point.

00:42:30.000 --> 00:42:32.000
Kristin Lawton @DistrictBrandBar: Thank you.

00:42:31.000 --> 00:42:36.000
Renee Bowen | reneebowen.com: I mean, like, so, like, there's all of these little different pieces, and I'm like.

00:42:33.000 --> 00:42:35.000
Kristin Lawton @DistrictBrandBar: God.

00:42:36.000 --> 00:42:48.000
Renee Bowen | reneebowen.com: how… like, that's where my brain, and even with AI, like, I've definitely gotten closer, um, you know, and feel better about that, but I really feel like this is where it takes a person. This is where it takes a strategist.

00:42:41.000 --> 00:42:42.000
Kristin Lawton @DistrictBrandBar: Mmhm.

00:42:47.000 --> 00:42:50.000
Kristin Lawton @DistrictBrandBar: Yeah, yeah, right.

00:42:49.000 --> 00:42:56.000
Renee Bowen | reneebowen.com: It's because AI is you. It's just a reflection of you and it's useful for a lot of things and we'll get to how you use it in a second.

00:42:52.000 --> 00:42:53.000
Kristin Lawton @DistrictBrandBar: 100%.

00:42:55.000 --> 00:42:56.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:42:56.000 --> 00:42:57.000
Renee Bowen | reneebowen.com: But.

00:42:57.000 --> 00:43:01.000
Renee Bowen | reneebowen.com: I mean, this is where a human being is really.

00:43:00.000 --> 00:43:18.000
Kristin Lawton @DistrictBrandBar: Yeah, because we can see things that you can't, we can pull back a bigger picture. We can also go deep. But we get stuck, right? Because I would say a lot of those are more your why than sort of like your title, right? And for sure, there's, and you know.

00:43:05.000 --> 00:43:06.000
Renee Bowen | reneebowen.com: Yeah.

00:43:12.000 --> 00:43:13.000
Renee Bowen | reneebowen.com: Yeah.

00:43:19.000 --> 00:43:34.000
Kristin Lawton @DistrictBrandBar: I always find it somewhat funny when people are like, oh, I'm multifaceted. We all are multifaceted, right? Tell me someone who isn't, like, but that doesn't mean you can't get your brand across in a way that is sort of a little bit more, um…

00:43:24.000 --> 00:43:25.000
Renee Bowen | reneebowen.com: Yes.

00:43:26.000 --> 00:43:27.000
Renee Bowen | reneebowen.com: Yes.

00:43:29.000 --> 00:43:30.000
Renee Bowen | reneebowen.com: I know!

00:43:34.000 --> 00:43:45.000
Kristin Lawton @DistrictBrandBar: succinct, right? And sort of, like, what you… not necessarily narrowed, but, like, have a nice little bow on, sort of, like, where people can really understand what it is.

00:43:36.000 --> 00:43:38.000
Renee Bowen | reneebowen.com: Right.

00:43:41.000 --> 00:43:44.000
Renee Bowen | reneebowen.com: Yes, and I think that.

00:43:44.000 --> 00:44:02.000
Renee Bowen | reneebowen.com: So many people want that. So, like, I think that that's really good for, like, I hope you guys really heard that, like, it is, that, that's the whole point, and it's not only just possible, like, hello, like, this is what Kristen does. And so, like, it's normal, I think, for a lot of us to feel this way, right? To, like you said, you do.

00:43:46.000 --> 00:43:48.000
Kristin Lawton @DistrictBrandBar: No.

00:43:54.000 --> 00:43:56.000
Kristin Lawton @DistrictBrandBar: Yes.

00:44:01.000 --> 00:44:03.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:44:02.000 --> 00:44:17.000
Renee Bowen | reneebowen.com: You're too close to it. It starts to like bleed into other stuff. You need someone to like kind of get that 30,000 foot view and be like, okay, hang on. Let's get really strategic about it. So that's why people like you exist. But I want to talk about.

00:44:04.000 --> 00:44:05.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:44:17.000 --> 00:44:25.000
Renee Bowen | reneebowen.com: How you've created a couple of different things that really help people do this, um, without, like…

00:44:19.000 --> 00:44:21.000
Kristin Lawton @DistrictBrandBar: And…

00:44:25.000 --> 00:44:32.000
Renee Bowen | reneebowen.com: I feel like without a lot of, this is gonna sound bad, a lot of work, you know what I mean?

00:44:30.000 --> 00:44:32.000
Kristin Lawton @DistrictBrandBar: Yeah. Yeah.

00:44:32.000 --> 00:44:37.000
Renee Bowen | reneebowen.com: But to be fair, yeah, you've taken a lot of the pain out of it.

00:44:36.000 --> 00:44:38.000
Kristin Lawton @DistrictBrandBar: Yeah. Mm-hmm.

00:44:37.000 --> 00:44:45.000
Renee Bowen | reneebowen.com: but tell me about these two things, right? You've got two different, sort of, um… and you've got a whole ecosystem, but, like, I know that.

00:44:41.000 --> 00:44:42.000
Kristin Lawton @DistrictBrandBar: Yes.

00:44:44.000 --> 00:44:45.000
Kristin Lawton @DistrictBrandBar: Right.

00:44:45.000 --> 00:44:48.000
Renee Bowen | reneebowen.com: There's a difference between the two, so walk us through…

00:44:47.000 --> 00:45:07.000
Kristin Lawton @DistrictBrandBar: Yeah, so we'll talk about my signature brand dossier and the brand bar. And so the dossier is, I think, what your audience is going to love. But I, so the way that I've worked with AI, and I'm a huge AI advocate, I love it. I yell at Claude every single day.

00:44:52.000 --> 00:44:53.000
Renee Bowen | reneebowen.com: Yeah.

00:45:07.000 --> 00:45:23.000
Kristin Lawton @DistrictBrandBar: Uh, and just to hear, you know, like, I… I have been in AI summits for 4 years, like, you can say I've been sort of at the forefront of a lot of this, and, like, I still cannot get Claude to talk the way and write the way that I want, you know? So, like…

00:45:22.000 --> 00:45:23.000
Renee Bowen | reneebowen.com: Yeah.

00:45:23.000 --> 00:45:31.000
Kristin Lawton @DistrictBrandBar: know that like that. And so, you know, I start I started thinking about, okay, well.

00:45:31.000 --> 00:45:50.000
Kristin Lawton @DistrictBrandBar: for a while, we were just sort of, like, to get to figure out our brand voice, it was, like, give ChatGPT samples of how you write, and it will tell you what your brand voice is. But, like, that's just sort of a reflection of what you've already been doing, right? It's not sort of, like, figuring out what your brand voice is. And so then I sort of was, like.

00:45:50.000 --> 00:46:13.000
Kristin Lawton @DistrictBrandBar: continuing to like take steps back to be like, okay, how can we get AI to help us figure out our brand voice? And then that led to just figuring out what makes you unique and unmistakable and stand out and that leads to your brand voice. And so yeah, I came up with this process and it's now in sort of mostly an automated document.

00:46:13.000 --> 00:46:20.000
Kristin Lawton @DistrictBrandBar: called the dossier, which is a 10-page reflection back of who you are. And I think that's what's the biggest.

00:46:20.000 --> 00:46:38.000
Kristin Lawton @DistrictBrandBar: thing, which people get so many ahas from it, but it's purely a reflection back of who you are. You fill out a form, and you give me your birthday, so I can pull your human design, and uh… and then any personality test, and astrology, and any other sort of assessments.

00:46:38.000 --> 00:46:55.000
Kristin Lawton @DistrictBrandBar: Uh, that you have taken, and then you answer some questions about, you know, what you do, who you do it for, what lights you up, what drains you, uh, and it pulls together this document that really shows you, um, and reflects back to you, like, what makes you special.

00:46:55.000 --> 00:47:12.000
Kristin Lawton @DistrictBrandBar: and why you are built to do the thing that you're built to do. And from there, then we can really dig in and say, okay, like, this is why you're doing it. This is… you were made for this, right? And, like, when I pull my stuff, it is… it is always astonishing to me, like.

00:47:12.000 --> 00:47:14.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:47:12.000 --> 00:47:25.000
Kristin Lawton @DistrictBrandBar: Like, even just, you know, like, this is exactly what I am meant to do. And, um, from there, we're like, we can really dive in and figure out what your zone of genius is.

00:47:25.000 --> 00:47:36.000
Kristin Lawton @DistrictBrandBar: and pull out the things that sort of… what, you know, the things that sort of make you you, we can bring that into your… your brand, and… and use messaging around that. Um…

00:47:36.000 --> 00:47:48.000
Kristin Lawton @DistrictBrandBar: Yeah, and it's very fun, and people get so many ahas, and honestly, I think it's just… it's more of a confidence boost, and it sort of takes away sort of any imposter syndrome that you might have.

00:47:46.000 --> 00:47:48.000
Renee Bowen | reneebowen.com: Yeah.

00:47:48.000 --> 00:47:53.000
Kristin Lawton @DistrictBrandBar: Uh, when you really recognize, like, that this isn't…

00:47:53.000 --> 00:47:58.000
Kristin Lawton @DistrictBrandBar: just something that, like, you fell into, you know? Like, you started this business for a reason.

00:47:57.000 --> 00:48:12.000
Renee Bowen | reneebowen.com: Yeah. Yeah. And I love that you're pulling all those things in because like, that's, I mean, you know, you know, I love that. And I've, I've woven all of that into like some of my own things as well. So I get, I know how powerful that is. So.

00:48:03.000 --> 00:48:04.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:48:09.000 --> 00:48:10.000
Kristin Lawton @DistrictBrandBar: Got it.

00:48:11.000 --> 00:48:27.000
Kristin Lawton @DistrictBrandBar: Yeah, and the beauty of using AI is that it can read your human design, your astrology, your CliftonStrengths, your Myers-Briggs, your whatever disc, you know, name them, and it can synthesize it and pull it all together into one profile.

00:48:13.000 --> 00:48:15.000
Renee Bowen | reneebowen.com: Mm-hmm.

00:48:17.000 --> 00:48:18.000
Renee Bowen | reneebowen.com: Yep.

00:48:27.000 --> 00:48:35.000
Kristin Lawton @DistrictBrandBar: that is really impossible for a human to do. That's, like, too much data for us to really comprehend and pull together.

00:48:30.000 --> 00:48:32.000
Renee Bowen | reneebowen.com: Right.

00:48:33.000 --> 00:48:34.000
Renee Bowen | reneebowen.com: Yeah.

00:48:34.000 --> 00:48:55.000
Renee Bowen | reneebowen.com: Yeah, it's such a good use of AI. I mean, like, honestly, I have, that was one of the first things I think I did with AI. Cause I, I started using ChatGPT the day, like the day it came out. I was like, oh, I need to know what this is. Um, that's just like my personality. I want to like figure it out. And I think it's like one of the first things I did. I was like, Hey, I'm going to feed you a whole bunch of *****

00:48:36.000 --> 00:48:37.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:48:43.000 --> 00:48:44.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:48:45.000 --> 00:48:46.000
Kristin Lawton @DistrictBrandBar: Right.

00:48:53.000 --> 00:48:54.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:48:55.000 --> 00:49:10.000
Renee Bowen | reneebowen.com: And like, see what, you know what I mean? And I gave all the things, because of course I have like a folder for that ready to go. Um, and it was amazing. I was like, oh, this is really cool. So yeah, I love that that is a piece of it. And this is a very accessible.

00:48:57.000 --> 00:48:58.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:49:00.000 --> 00:49:02.000
Kristin Lawton @DistrictBrandBar: Right. Yes.

00:49:10.000 --> 00:49:15.000
Renee Bowen | reneebowen.com: product for people. It's, it's like, what is it? 97 bucks?

00:49:11.000 --> 00:49:13.000
Kristin Lawton @DistrictBrandBar: Yes, yes.

00:49:14.000 --> 00:49:21.000
Kristin Lawton @DistrictBrandBar: $97 if you buy it in a funnel you might get it for $77 but 100% it's yeah.

00:49:18.000 --> 00:49:19.000
Renee Bowen | reneebowen.com: Right.

00:49:19.000 --> 00:49:25.000
Renee Bowen | reneebowen.com: Yeah, so we're gonna link that for people, but then talk to us about…

00:49:25.000 --> 00:49:32.000
Renee Bowen | reneebowen.com: Your other, you're relaunching this soon. It'll be out by the time this podcast.

00:49:25.000 --> 00:49:26.000
Kristin Lawton @DistrictBrandBar: Okay.

00:49:26.000 --> 00:49:28.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:49:29.000 --> 00:49:30.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:49:31.000 --> 00:49:47.000
Kristin Lawton @DistrictBrandBar: It will be. Yeah, so the brand bar so So everything, as you can tell, I'm looking at tools, right? How can I help you stay signature, become signature, maintain it? There's a big aspect of our brand that I think gets on the back burner a lot.

00:49:47.000 --> 00:50:02.000
Kristin Lawton @DistrictBrandBar: Where you just focus on the day-to-day of, like, okay, I'm in this bundle, I'm in the summit, I'm on this podcast, like, I have this offer I need to get out, I'm in pre-launch mode, like, and you're just sort of, like, in the day-to-day grind, or, you know, and I have the.

00:50:00.000 --> 00:50:01.000
Renee Bowen | reneebowen.com: Yeah.

00:50:02.000 --> 00:50:12.000
Kristin Lawton @DistrictBrandBar: I have to set up my onboarding, and I mean, there's just a million things to do, right? And our brand and our, sort of, main foundations can get put on the back burner.

00:50:12.000 --> 00:50:27.000
Kristin Lawton @DistrictBrandBar: And I want to make sure that doesn't happen, because what happens is that you start diluting your content, where, you know, as you sort of are working, you're rushing, and so you're… someone said this, that sounds good, are you doing that?

00:50:27.000 --> 00:50:48.000
Kristin Lawton @DistrictBrandBar: you put it into Claude, and Claude's giving you something that's like a little more AI slop. And so over time your message gets weak, or you become have a Frankenstein brand where you, you know, have this new offer. And so you update this page, but you don't do this page, and you forgot that you even, you know, post on Facebook on occasion, because you.

00:50:40.000 --> 00:50:41.000
Renee Bowen | reneebowen.com: Okay.

00:50:48.000 --> 00:51:04.000
Kristin Lawton @DistrictBrandBar: have to have that Facebook account so you can have the Instagram and, you know, all of the different things. And so everything feels, like, very piecemealed. And so what the Brand Bar does is you can get a health account on the Brand Bar, and yeah, I'm relaunching it now that… which is crazy. I launched it in January, and.

00:51:04.000 --> 00:51:20.000
Kristin Lawton @DistrictBrandBar: AI has evolved so much that I can do so much more. So I rebuilt it from the ground up. It's only $4.97 a year. And what it does, it looks at the messages that you've sent out each month. So it pulls your emails.

00:51:07.000 --> 00:51:08.000
Renee Bowen | reneebowen.com: Yeah.

00:51:08.000 --> 00:51:10.000
Renee Bowen | reneebowen.com: Yeah.

00:51:11.000 --> 00:51:12.000
Renee Bowen | reneebowen.com: Wow.

00:51:20.000 --> 00:51:39.000
Kristin Lawton @DistrictBrandBar: it looks at your website, and it pulls every single social media post that you've done that month. So we're scraping your Instagram, your Threads, your TikTok, your Substack, your YouTube, your LinkedIn, your Facebook, and you have subscribed my email address to your email so that I'm pulling all of your emails as well.

00:51:39.000 --> 00:51:54.000
Kristin Lawton @DistrictBrandBar: And we're giving this full picture and saying, okay, of all these messages you sent out, how many of them are carrying your signature idea? The thing that, you know, is really gonna, like, move the needle for you. How many times did you talk about your offer?

00:51:54.000 --> 00:52:13.000
Kristin Lawton @DistrictBrandBar: what… how many posts sounded like it could only come for you, or it leans more generic? And so you're learning along the way, because we're showing receipts. It's not just, here's a number, it's, here's everything you sent out, and whether it was foolproof, or if it was really weak and diluted. And, you know, and then it also gives you, sort of, like, we have a theme each month.

00:52:13.000 --> 00:52:29.000
Kristin Lawton @DistrictBrandBar: of a job that your brand needs to do. So, August's job is around brand fun, and it's like, you need to show that you enjoy your brand, that people can see that you like it, and you have fun with it. Sometimes we lean more into the credibility aspect, and authority, and whatnot.

00:52:22.000 --> 00:52:24.000
Renee Bowen | reneebowen.com: Hmm.

00:52:29.000 --> 00:52:44.000
Kristin Lawton @DistrictBrandBar: And so, we give you one, yeah, three moves that you can do solely based on your brand. Everything is absolutely personalized. And so, you can sort of see over time also, like, how your brand is doing.

00:52:44.000 --> 00:53:00.000
Kristin Lawton @DistrictBrandBar: how you've sort of been moving the needle of sort of making sure that all of your messages are carrying, you know, this bigger idea of what you do. And I think of your content, about two-thirds should carry your big message. There are certain things, right?

00:53:00.000 --> 00:53:19.000
Kristin Lawton @DistrictBrandBar: I just got a new dog. I'm gonna show it. That's gonna give me a lot of engagement right? But that doesn't move the needle for my brand, you know. So like, there might be a sugar high of like, oh, like, look out how many likes that is like, that's not doing things like that wouldn't count. But like, that's important to nurture my audience right? And like to get them to like me. So there's like.

00:53:04.000 --> 00:53:05.000
Renee Bowen | reneebowen.com: Yeah.

00:53:07.000 --> 00:53:09.000
Renee Bowen | reneebowen.com: Right.

00:53:17.000 --> 00:53:19.000
Renee Bowen | reneebowen.com: Yeah.

00:53:19.000 --> 00:53:40.000
Kristin Lawton @DistrictBrandBar: we give wiggle room for that. But it's another tool that I think every brand should have in their toolbox. So that at least each month, you are like pulling back the bigger picture. I mean, like, okay, what did I actually send out this past month? And what's on ahead for the next month? And what were some moves that I can make that are, you know, small ones?

00:53:40.000 --> 00:53:43.000
Renee Bowen | reneebowen.com: Really cool. And I feel like…

00:53:43.000 --> 00:54:01.000
Renee Bowen | reneebowen.com: that is also gonna help people stay accountable, right? Like, you know, that's the whole piece, too. Like, there's so much of that that happens, I see. It's like, yeah, you get, like, a jump, and you're excited about it, and you, like, do a push, and maybe you're… you're consistent and, like, on track with your brand for, like, 2 or 3 months, and then you're, like, life-lif.

00:53:46.000 --> 00:53:48.000
Kristin Lawton @DistrictBrandBar: Correct, yes.

00:53:48.000 --> 00:53:50.000
Kristin Lawton @DistrictBrandBar: Yes.

00:53:57.000 --> 00:53:58.000
Kristin Lawton @DistrictBrandBar: Yep.

00:54:01.000 --> 00:54:09.000
Renee Bowen | reneebowen.com: **** happens, and then you're like, oh my god, I don't know what happened. So, this kind of solved that problem, too, as well.

00:54:04.000 --> 00:54:05.000
Kristin Lawton @DistrictBrandBar: Right.

00:54:06.000 --> 00:54:07.000
Kristin Lawton @DistrictBrandBar: Yeah!

00:54:07.000 --> 00:54:23.000
Kristin Lawton @DistrictBrandBar: It will. And I think, you know, we track so many things and there's people who could be obsessed with trackers. I'm one of them, right? But like, we know, you know, our open rates, we know our click rates, like, you know, how many people come to our website, how many, our follower count. And this is sort of like.

00:54:12.000 --> 00:54:14.000
Renee Bowen | reneebowen.com: Yeah.

00:54:23.000 --> 00:54:38.000
Kristin Lawton @DistrictBrandBar: a thing that's actually going to show you, you know, like, what's your message doing? And is it doing what you need it to do? Because, like, revenue is great, but, like, what drove the revenue? And, like, you know, and so, I mean, there's so many different ways, but I think.

00:54:25.000 --> 00:54:26.000
Renee Bowen | reneebowen.com: Yeah.

00:54:28.000 --> 00:54:30.000
Renee Bowen | reneebowen.com: Yeah.

00:54:38.000 --> 00:54:51.000
Kristin Lawton @DistrictBrandBar: understanding the message that you're sending out there, and what it needs to do, and I help you figure out what that initial message is, that sort of main idea, and then you get this dashboard every month, which is really fun.

00:54:51.000 --> 00:55:05.000
Renee Bowen | reneebowen.com: Oh, that's, yeah, that's really awesome. Okay, we'll definitely link those both in the show notes for people to go check them out. And then where do you like to hang out most online? Where can people find you?

00:54:56.000 --> 00:54:57.000
Kristin Lawton @DistrictBrandBar: Yes.

00:55:03.000 --> 00:55:21.000
Kristin Lawton @DistrictBrandBar: Um, so I, um, if you want to sort of hang out and engage, definitely Instagram, I'm at District Brand Bar. If you want to sort of enjoy the learning and the cocktail aspect, I just launched a YouTube channel where I am behind my bar, making cocktails while talking about all of this, so it's a really fun thing to watch.

00:55:17.000 --> 00:55:19.000
Renee Bowen | reneebowen.com: Nice.

00:55:21.000 --> 00:55:29.000
Kristin Lawton @DistrictBrandBar: And they're short, indigestible. Uh, so I'll… you can go find that on YouTube, but all of my handles are at District Brand Bar.

00:55:29.000 --> 00:55:44.000
Renee Bowen | reneebowen.com: I love that branding, the mixology angle of it. As soon as I saw that, I was like, oh, I'm in. I'm totally that person. You know what I mean? So yeah, I don't drink a lot anymore.

00:55:34.000 --> 00:55:35.000
Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:55:37.000 --> 00:55:39.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:55:43.000 --> 00:55:55.000
Kristin Lawton @DistrictBrandBar: Right. Well, like, you know, I pulled my fun purple glass to drink my water out of, right? Like, I'm not drinking all of the time, but, like, I can still have some elements for it.

00:55:44.000 --> 00:55:48.000
Renee Bowen | reneebowen.com: It's like that is my vibe. That's my vibe.

00:55:49.000 --> 00:55:51.000
Renee Bowen | reneebowen.com: Yeah?

00:55:52.000 --> 00:55:53.000
Renee Bowen | reneebowen.com: Yeah.

00:55:54.000 --> 00:56:11.000
Renee Bowen | reneebowen.com: Yeah, but it tells me, it tells me that you're fun, like, oh, she gets it, like, you know what I mean? Like, and I love that, that, like, feeling, or visual, or whatever, of like, yeah, we're just hanging out, you know, having a cocktail. Like, that, that speaks to me, because, like, that's a big part of, like.

00:56:00.000 --> 00:56:01.000
Kristin Lawton @DistrictBrandBar: Dad.

00:56:06.000 --> 00:56:08.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:56:08.000 --> 00:56:09.000
Kristin Lawton @DistrictBrandBar: Mmhm.

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Renee Bowen | reneebowen.com: Who I am and like what I strive to do, you know, just in my life and, uh, be that kind of person, like to be able to listen, have a good conversation. So I, I, I love, it's a very distinct, it's very you and I love that it just kind of follows you everywhere. So thank you so much for sharing all of this with us.

00:56:15.000 --> 00:56:17.000
Kristin Lawton @DistrictBrandBar: Yes.

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Kristin Lawton @DistrictBrandBar: Mmm.

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Kristin Lawton @DistrictBrandBar: Yeah, thank you. Oh, yeah, this is a fun conversation.

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Renee Bowen | reneebowen.com: Oh, so fun, so fun. So, yeah, like I said, I'm gonna link that stuff. You guys go find Kristen, get in her universe, she's super fun to follow, such great content, and especially now on YouTube, I didn't realize that you had sort of, like, launched that, so I'm on YouTube.

00:56:38.000 --> 00:56:39.000
Kristin Lawton @DistrictBrandBar: Yes.

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Kristin Lawton @DistrictBrandBar: Mm-hmm.

00:56:46.000 --> 00:56:47.000
Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Oh, good.

00:56:47.000 --> 00:56:54.000
Renee Bowen | reneebowen.com: this will be on YouTube, so I'll invite you as a collaborator, and uh… yeah, it'll be fun. Thank you so much!

00:56:49.000 --> 00:56:50.000
Kristin Lawton @DistrictBrandBar: Perfect.

00:56:50.000 --> 00:56:52.000
Kristin Lawton @DistrictBrandBar: Oh, yeah.

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Kristin Lawton @DistrictBrandBar: Great. Thank you.

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Renee Bowen | reneebowen.com: Perfect! Awesome! Yeah! Yeah, yeah, yeah, no, it's really good. That was awesome, I think that, yeah, my audience will love that, um…

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Kristin Lawton @DistrictBrandBar: Fun. Yeah, that was great. Thank you for having me.

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Renee Bowen | reneebowen.com: I'll link both of those things. I'll give you a heads up, though, like, that you're launching on Monday, so, like, it'.

00:57:10.000 --> 00:57:11.000
Kristin Lawton @DistrictBrandBar: Yeah.

00:57:11.000 --> 00:57:15.000
Kristin Lawton @DistrictBrandBar: And you said you have the affiliates.

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Renee Bowen | reneebowen.com: I do. I'll double check and make sure they're still accurate, you know what I mean? Because, like.

00:57:16.000 --> 00:57:18.000
Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: The brand buyer price is, like, shifting, so the affiliate, like, commission is shifting, but it's… the links will still work.

00:57:20.000 --> 00:57:21.000
Renee Bowen | reneebowen.com: Sure.

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Kristin Lawton @DistrictBrandBar: Yeah.

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Kristin Lawton @DistrictBrandBar: Good.