Building a Brand: Interview with Janet Cooke of Skyhouse Creative
As part of our interview series with professionals who we feel are experts, we spoke to Janet Cooke, Founder of Skyhouse Creative in Portsmouth, New Hampshire to get tips for small business owners and solopreneurs who are looking to create a brand and web presence, including:
The typical costs for small business branding and web design
Must haves for web and digital
Small business tips for the holidays
Guidance for photoshoots and capturing stock photography
And more!
Check out the video and the transcript below.
Video with Janet Cooke, Founder of Skyhouse Creative
To see the brand that Janet created for us visit our website www.primaryfinancialadvisors.com or read our blog to learn about the process we followed to create an online and offline presence.
If you'd like a sounding board as you start your own brand journey, reach out to us. Or if you need financial advice as you work to build or grow your business, click here to schedule a call with our Founder and CFP® Practitioner Brian Sullivan.
Transcript of the Conversation with Janet Cooke of Skyhouse Creative
Janet Cooke:
Good to see you. Heidi, thank you. Thank you for having me.
Heidi Erdmann-Sullivan:
I'm excited to dig into all things branding, all things website design and all that you do. So to start, for those of you who might, for those who may not know you. Could you tell us a little bit more about sky house creative?
Janet Cooke:
Sure, sure. So my name is Janet Cooke. I'm the founder and creative director of Skyhouse Creative. We are a brand and web design agency, so we work with a lot of businesses on really helping their brand visuals through logo design, packaging, marketing, collateral, et cetera, and then also web design. So we really take a deep dive into brand visuals and really try to create a cohesive, beautiful brand from start to finish.
Heidi Erdmann-Sullivan:
And really, that's what you did for us. We came to you with, I don't even think we had the brand name established, and you helped us with that, and then just really hone in on who we wanted to be. And you brought that to life for us, and now we're working together past the website and everything to build marketing campaigns and bring things out into the world. So it's great.
So as a professional, why do you love what you do?
Janet Cooke:
I just, it just makes me so happy. I've had a, you know, long career, corporate career in marketing prior to this, and it's really just about kind of helping small businesses along with their journey, they kind of come up with the idea of, you know, working with this product or service that they offer and just really helping to bring that vision to life for them. Brings me so much joy. People following their dreams, not being afraid to take the leap, and kind of just helping them throughout that, throughout that journey. It's just so rewarding.
Heidi Erdmann-Sullivan:
It's so neat. Can you think of one client where you feel like you made a real, real difference in their brand and in their business.
Janet Cooke:
Well, I would like, I hope, to think you guys
Heidi Erdmann-Sullivan:
Somebody other than us, but you could speak to us too.
Janet Cooke:
Yeah, I just think that you know, with, with you and Brian, you know you were just, you're just so passionate, and you had this drive behind you, and you had such wonderful client loyalty to begin with. Brian, you know, had that loyalty, and it was just, it was just so wonderful working with you guys. It was such a collaborative experience, and we were able to kind of really work as a team to kind of bring the vision to life. And as you mentioned, just kind of our relationship is kind of continuing, so it's, it's so exciting to see
Heidi Erdmann-Sullivan:
We've got some neat things coming down the pipe too. And you were the brainchild behind the logo too, that you see behind us. And I think one of the things that I was so excited about was your idea to bring the logo actually into the office in 3D, on one of our back walls and also on the door, so that when people come in, they see it in both places.
Janet Cooke:
Yeah, yeah. So that brand recognition is so, so important, whether it be, you know, out of brick and mortar in your office or digitally throughout your marketing efforts, just really visually creating that that recognition, to build trust, to build loyalty, to kind of educate the potential client, is so huge. So it looks beautiful. The sign came out great.
Heidi Erdmann-Sullivan:
It’s a great logo. We love it. So now, if somebody is looking to work with you as a brand designer or a web designer, what's unexpected that you do that people might not realize?
Janet Cooke:
I think, I think the most unexpected thing is how high touch of an agency we are. We are really, really focused. We work, you know, together with the client, very intimate, talking through every single aspect of the client journey. Whereas sometimes in larger agencies, you kind of have, you know, just a project manager who's kind of just helping you, you know, the liaison between the designers and the client. Whereas we're really, really working one on one with you, and kind of going through every step of the journal journey, answering all the questions so and I love that about us. I love that we kind of have that high touch approach.
Heidi Erdmann-Sullivan:
And that made me think of our brand discovery session, the workshop that you led with us at the very beginning. What are some of the questions that you ask in that workshop that might be good questions for business people to think about as they're building their own brand.
Janet Cooke:
Yeah, I love that workshop. It really helps me get an understanding of where your head is at with the business, and it helps us to both get ideas down on paper. Sure, so some of the questions we ask. It's a really in depth workshop. It's about 90 minutes, but we ask about the client mission. You know why you're really what is driving you to do this? We talk about competitors in the marketplace and kind of how we can set ourselves apart from them. We identify our ideal client. And then we and then we get into, you know, the more creative aspects, the colors that you're drawn to, the fonts and so forth. And we really kind of talk about all aspects, about what we can do to bring the vision to life, and what's going to set us apart and market.
Heidi Erdmann-Sullivan:
And I think one of the most interesting questions that you asked us is, what brand would you do you really respect or admire, or might you like to emulate? And I think the first thing Brian said was Stonewall kitchen, which is really a brand that was based in New England, I believe, in Maine, just north of where we are. And we just always loved the classic look of it, the colors. And so I think you brought that out a bit in our brand with the green and the gold, but also took it in our own direction, to give us our own unique identity too, just using that as a springboard. But I thought that's something that is important for business owners to think of as they're exploring this branding, especially if they've never done it before. Is What brands do you admire? And I think it could be as random as a shoe company or a consumer products company or even a software company, because whatever gives you inspiration
Janet Cooke:
Exactly, exactly, that's one of my favorite questions in the workshop, is, you know, outside of the field that you're working in, tell me what brands you're drawn to and why. And to your point, it could be anything from like a local restaurant that you frequent, and what you love about them, what you remember about them, what builds trust. Why do you keep going back to this restaurant? And really, we take that exercise and kind of apply it to the brand identity and the vision and what we're trying to create. And
Heidi Erdmann-Sullivan:
It was really helpful for us, and we were really working to get going pretty quickly, and I think you really helped us put a lot of those ideas on paper and solidify things. So if someone's looking to work with you, why is what you do so important now?
Janet Cooke:
Yeah, I think, I think branding is just so and web presence. It's just the markets are saturated in pretty much every field, and it's coming at you from all directions. So it's really, you know, if you have this passion, it's really about, okay, what can set me apart? How can I succeed with this dream of mine, and, you know, having a cohesive, consistent, beautiful, visually, beautiful brand and web presence is really going to set you apart, and it allows you time to focus on the ops and kind of the other things that you're passionate about. But partnering with a designer, it really helps to kind of build that trust and that loyalty with the potential clients, and set you apart in such a saturated market, you know, it's, it's, you know, the markets are saturated everywhere. 8:02
Heidi Erdmann-Sullivan:
It's really true. Now, are there any mistakes that you see people make that you think they should avoid?
Janet Cooke:
Yeah, I think, I think the biggest mistake that I see people making are inconsistencies visually. So for example, let's take Instagram posts, for example. Sometimes, oftentimes, I see businesses will post something with a different color palette and a different font, different messaging, one day, and then something a completely new direction the next day. And not only visually, does that create confusion, but it just it doesn't help with brand recognition. Doesn't help with customer. It comes across very confusion, confusing to a potential client, you know, they really want to know who you are, who you serve, and visually, along with the messaging, having consistent visuals helps, helps to get that message across. So. So to combat that, I would say consistent posting, consistent visuals, meaning using the same color palette, the same font system, the same messaging, complimentary imaging for every single post to you know, build that repetition and really create that, that customer loyalty.
Heidi Erdmann-Sullivan:
I think one of the things that you did for us that was so helpful is you gave us a style guide, and then you also gave us a color palette, which is really a big, beautiful color wheel with all these gradients. And in addition to having our core palette and then fonts and when to use them. If someone's working with a brand and graphic designer, I know from my marketing background, not all of them are created equal, and every company is going to offer their clients something different.
What do you think are the must haves for a small business so that they can. Step forward and create that brand identity after they stop working with the agency or the consultant. What do they need to have to refer back to?
Janet Cooke:
Yeah, I if, even if the brand guidelines is something that we give our clients as not only for them to reference, but also if they're working with other third party vendors, like, for instance, your sign company or business cards or what have you. It's a great reference point, but it doesn't have to be so in depth as the one that I gave you. It could be something very simple, but I would say, have your logos in all different file types so that you can give them to said designer or a vendor or use them throughout your marketing efforts consistently, I'd say a consistent font system and then a color palette. I think those are the three big things that you need visually to kind of stay stay on brand.
Heidi Erdmann-Sullivan:
So that actually makes me think of one of the things that you helped us with, which I actually didn't expect going into it, but it ended up being super helpful, which is we wanted to capture our own photography, and you partnered with us to help us locate the photographer, help us get someone for makeup. And then you actually worked closely with all those partners, including people that we had to help us actually style the photo shoot. So can you talk a little bit about how you think brands should approach photography these days, whether they go and conduct their own photo sheet to capture their own photography, or whether they use stock photography? What are some of the trends you're seeing? What do you think some of the are some of the best practices?
Janet Cooke:
Yeah, I think that there's a lot of great stock photography out there, a lot of great resources that that businesses can use if you decide to go that route. I think that's definitely something to consider. But if budget allows a brand shoot with a photographer, is is ideal if budget, if it budget does allow. And what we did, yeah, with your shoot in particular, I helped with the creative direction. And really what we want to do is, again, create that consistency and cohesion, to throw out the visuals that we are creating. So that meant that we wove in the color palette into your wardrobe, into the backdrop, really just kind of creating that sense of cohesion. So, you know, some of the things that we tried to avoid for a brand shoot was, like a loud pattern shirt or, you know, something that, something that just didn't fit the color palette that we, we were working within, and so I think it really did help to it does really help to create those visuals for the website, for sure, and use throughout social media. We're currently using them with your marketing collateral. So they really, really kind of go a long way.
Heidi Erdmann-Sullivan:
Yeah, yeah. And when you work with clients on photo shoots, what do you give them on paper? Can you speak a little bit to what you did for us in terms of the guide that you created beforehand? Because, again, that was so helpful for us to be able to share with personal stylists, and obviously, get the photographer on the same page. So when you do conduct a when you do style of photo shoot for clients, how do you put the thinking on paper before you actually go and take the photos? Yeah,
Janet Cooke:
I do a lot of research and image sourcing, and really kind of just get the idea of, okay, this is the. The, this is the imagery we're looking for, whether it be headshots or an office scene. You know, I really work on it's really important to kind of go into a shoot with a plan, so we're not just kind of winging it. We really want to make sure that we have a comprehensive timeline. Shots must have, shots that we get and, you know, we want to make sure that we're just being as productive as possible with our time. So I grab a lot of inspo imagery. I share that with the makeup artist, hair stylist, photographer, stylist, and anybody who's involved in the shoot, just so everyone is on the same page and everybody understands the game plan before we get on set that day, and I think it really, really helps make the best use of our time, and then we have more than enough images to work with at the end.
Heidi Erdmann-Sullivan:
It worked well for us, for sure. When you're working creatively and you hit a dry spell, maybe hit a roadblock. What do you do personally, to get those creative juices going again and get inspiration for the projects that you're working on?
Janet Cooke:
So I think the day to day, if I'm if I have a mental block, is just to walk away from the project, even if a timeline is is there, I have to walk away and just kind of regroup. Sometimes creative juices don't come as quickly as you want them to. So it helps to kind of just walk out. Sometimes I go for a walk or or, you know, workout, or just do something to kind of get my mind off it. And then when I come back with a fresh set of eyes, reset and I'm able to kind of go on with the project, but larger scale for inspiration, it's definitely reading, travel, movement. I feel all of those things really kind of help nurture creative juices. If you're kind of just stuck behind your screen all day, every day, it's very difficult to get that inspiration that you're looking for and kind of get those creative juices going.
Heidi Erdmann-Sullivan:
You do a great job with photography too, and Instagram. I feel like, is that a passion?
Janet Cooke:
Yes, yes, for sure. Yeah. I think it's really fun. Yeah, I love that.
Heidi Erdmann-Sullivan:
So if a business is looking to invest in brand and web, what should they budget?
Janet Cooke:
I'd say anywhere from 7500 to 10,000 and the process takes about eight to 10 weeks from start to finish. Again, we're high touch agency. It's very in depth, but I think eight to 10 week timeline is a good timeline to go with.
Heidi Erdmann-Sullivan:
The other thing I think companies should be prepared for is it's, you have your own timeline, but then, as a business, you also get busy. And I know with us, it's it also depends on, as a client, what's going to be your timeline to be able to give approvals and feedback and review things with everything else you have going on. So I would say, in addition to the eight to 10 week timeline, that's like the bare minimum, but it may stretch beyond that. So you really want to give yourself enough time, I think, to really build the brand. I mean, it took us, this is with everything, and it goes far beyond just the brand and the website. But I mean, we really needed about six months to really get where we want it to be, and that's office decor, that's web and brand and everything. But it's good to give people a sense of timeline so that they know what to expect when they're getting going.
If you were a brand, any brand, what brand would you be and why?
Janet Cooke:
Oh, man, do I say Starbucks?
Heidi Erdmann-Sullivan:
Whatever you want. It's your brand.
Janet Cooke:
Oh, man, I don't want to say Starbucks.
Heidi Erdmann-Sullivan:
Well, let’s talk more about that. Why?
Janet Cooke:
Because I'm in favor of the little guys I want. I want the little guys to succeed the local coffee shop that brings people back again and again, that has that sense of community, you know, that really, it just resonates with local flavor. You know,
Heidi Erdmann-Sullivan:
Is there something you like about the Starbucks brand in particular, how they do their branding?
Janet Cooke:
I mean, I just think, yeah, the branding is brilliant. It's just very recognizable. The product is superior, but, but, yeah, no, I don't, I don't think it would be Starbucks. It wouldn't. It'd be the local coffee shop that that there's a line out the door every day, and they have fresh baked goods every day. And it just people start their morning like excited to go there and see their friends and wave hello and have a good day, and, you know, and just that just kind of is like the hub of a community.
Heidi Erdmann-Sullivan:
You, and I had talked about Starbucks as a brand and how you really like what they do for design, I think one of the things that Starbucks does it's so interesting, is they have these holiday cups and holiday campaigns and the different types of coffee. So as small businesses start to think about the holidays, what can they do to really stand out? You have any things maybe that you've done for clients in the past, or that you've seen other brands do that you think are interesting for getting that excitement and engagement up around the holiday season?
Janet Cooke:
Yeah, I think that oftentimes a subtle gift. Thing is nice as a nice thank you to clients that have shown their support for you. If you're in a service based industry, you know, just, it doesn't have to be anything elaborate, but just a little something that says thank you. It could be even a handwritten note that's branded, just something that tells them that you had, you were thinking of them, and that you helped make their year wonderful. In terms of marketing efforts, I would definitely say any sort of email marketing that you can do leading up to the holidays about upcoming events or sales or gift cards, anything along those lines to kind of gain momentum. From the marketing standpoint, I think would be, would be, you know, a good idea for sure. Now,
Heidi Erdmann-Sullivan:
If you had to recommend three top things that you think a small business brand should be doing to have a web presence, what might those things be? What are the absolute must haves these days?
Janet Cooke:
Yeah, I think for web imagery, high quality imagery is number one. Again, that can be stock, but all too often I see, you know, images taken from an iPhone that aren't high quality and pixelated. Again, that's very disruptive of the user experience. I think, I think a simplistic user experience would be great, meaning a very easy to navigate web presence with lots of calls to action, where somebody can either call, fill out a form, easily contact you, and then I think, I think an email opt In is fantastic. Email marketing is not dead. I think it's a wonderful way for a company to gain loyal followers. If somebody is willing to give you their email address in exchange to receive an email from you, that means that they want to hear from you. They want to know about you and your business. And so to me, it's a no brainer to have an email marketing sign up form on your website for sure.
Heidi Erdmann-Sullivan:
Now, how often do you refresh your own personal brand?
Janet Cooke:
Oh, I actually, I make little tweaks here and there, but I don't, I don't really. I'm pretty happy with the way that it looks visually. I do brand photo shoots annually. I'm actually due for another one soon, so that'll be a fun project, but I always try to make sure that the content is accurate. Truth be told, I probably do need to update my portfolio page with my new projects. That's probably one of the things. But my brand specifically, I kind of I keep that pretty, pretty steady.
Heidi Erdmann-Sullivan:
I think that's good advice for businesses too. Well, this was a great conversation. Thank you so so much for taking the time today. I learned a lot about you and your business and I and I think the people that we share this with will too.
Janet Cooke:
Yes. Thank you, Heidi, so much for having me. It's such a pleasure working with you and Brian.
Heidi Erdmann-Sullivan:
Same here. We feel the same 100%
Any opinions are those of Primary Financial Advisors and not necessarily those of Raymond James. The information has been obtained from sources considered to be reliable, but we do not guarantee that the foregoing material is accurate or complete. Raymond James is not affiliated with and does not endorse the opinions or services of any of the outside organizations mentioned. Raymond James and Primary Financial Advisors are not affiliated with and do not endorse the opinions or services of Skyhouse Creative. Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP® and CERTIFIED FINANCIAL PLANNER® in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
