216. Can your brand direction change your business? (f. Lupe Monroy)
Feeling stuck at a business plateau and curious about the power of personal branding? 🌟 Join us as we uncover the transformative impact of personal brands on professional endeavors with Lupe Monroy, a renowned landscape designer and a testament to personal branding excellence. Today, Lupe shares her journey of aligning her brand direction with her business goals, turning her expertise into a flourishing design business. Let's delve into the art and science behind personal branding in the world of professional growth.
Episode transcription
phil
Has your business hit a plateau and you're wondering how to revitalize it?
lauren
Curious about how a personal brand can transform your professional image?
phil
If you ask me, our guest, a friend and a past client, landscape designer Lupe Monroy is the embodiment of personal branding done right.
lauren
Today, Lupe shares how she turned her expertise into a thriving design business by aligning her brand direction with her business goals.
phil
Oh, this is going to be good. Let's get right to it right now. Something funny that I've noticed since talking to you last time, Lupe, is that when I went to edit the reel that we recorded together that was promoting Adobe Express, a platform that I love. I said your name probably 10 times when having a conversation with you because it's just fun to say Lupe, like it's just the syllables hit right, you know what I mean?
I was like Lupe, this, Lupe, this. I had to edit them out because I said it literally 10 times in a minute. How many podcast episodes of ours do you think that you've listened to?
lupe
At least 80%.
phil
Wow.
lauren
So you've listened to at least 150 episodes of Brand Therapy?
lupe
Oh yes.
phil
Wow. You didn't need therapy after listening to Brand Therapy that many times.
Lupe
Not only did I listen to that many, I starred a couple and I re listened to a few of them that really, really hit hard. Yeah.
lauren
Which ones were those?
lupe
I will send you a screenshot. Yeah.
lauren
Am I allowed to have a favorite episode?
phil
Yeah, of course. This is a free world.
lauren
Okay. And just to be clear, Like clarify. I love all of our guests.
Every episode is interesting in its own way. Blah blah blah. Disclaimer. Disclaimer. But my favorite is the PR episode with Claire Shields. That's my favorite. It is practical. It is empowering. It is fascinating. And that is one of the few Brand Therapy episodes that I've listened to more than once because I think it's so, so good.
phil
I don't have a favorite, but I will say every time that I go to listen to it, it used to be that I wouldn't listen to the episodes with the weeks we would publish it. Now, because we're trying to really produce content around the episode, I am listening to it. Either. Right before it publishes or in most cases after it already publishes.
Cause God, a week goes by so fast. I'm like, we already have a new episode. But I listen to it and I go, this is even better than I thought it was. I listened back to it and I go, this is actually really good. Is, I don't know if that's weird to say about the podcast we make ourselves.
LUpe
So I don't remember which one was my favorite, the name of it, but it was, and I think I sent you an audio message. You were one of the first persons I sent an audio message on Instagram. And it was a podcast where it said, and it gave me permission to be a brand. I'm like, what? I can be the brand. And you went through why a certain person is a brand. So it not only gave me permission, but it showed facts that I can check with my brand.
I'm like, Oh God, I am the brand. That's so cool. That is so cool.
lauren
That brings me to one of my first questions for you. And listener, for background, and I guess you'll be hearing this after we record the intro for this episode, but Lupe is a client who found us through Brand Therapy. And Lupe originally came to us as a landscape designer under the company name Gozo Spaces.
We kind of convinced Lupe to still keep Gozo Spaces as the name of your company, but to embrace a personal brand. And I want to know, Lupe, how has that gone for you?
lupe
It's been good for me first, I had just committed to Gozo and I was like, what, what? But you guys were very good showing me why. It's been accepted really well.
So I've been sharing with people how I learned about it and it, and it makes sense to everybody. I kind of sat back and I'm like, okay, let me see how they're taking it. And it's been accepted really well.
lauren
Has it helped you on the client front when you're explaining your business and pitching people for services? I'm just curious to know if you felt a difference?
lupe
I think at Hound, I think I'm easier to find. Gozo is still a part of it and I want it to be a part of it. And, and it's part of the story. It's not the full story and it's the part of the story. And it's easier for me to explain to a client what I'm offering.
phil
That's the power of it. Yeah, it's also the thing that you invest in that you have forever. Like you have it forever.
lupe
Yeah, so I do remember how I came across to you guys. So I use Adobe. So then I was trying to figure out how to use certain stuff. So then I used YouTube. So then that's how I found Phil. And then I found your Instagram.
And then I found the podcast. And then I listened to all the podcasts. And then I'm like, okay, I'm ready to be a client.
phil
One of these days, when I get to San Francisco again, I swear I'm going to bring you into the studio. We're going to do an Instagram, or uh, we're going to do an Adobe Live together about your brand and I want to tell that story. Thank you, Adobe. Which is what you said on the end of our reel. I, for context listener, I made a reel recently about Lupe's brand, because Lupe, I think you were using Adobe Express around the time that I started using Adobe Express, which is so cool. And that you discovered us and we got to work together and you even hiring us, this was a big deal.
It was something you had decided, you like put it on your vision board and then it happened. Like that's also cool.
lupe
Yeah. So I had it in my vision board. I just didn't know how fast it was going to happen and the timing was perfect. So when I have a vision board, I usually say, okay, when this and this happens, that's when we're going to do that.
And it just, and it happened perfectly. Yeah. Perfectly. And it felt right. Yeah. And Lauren, you need to come next time we visit because as you saw, I'm excellent at picking brunch places, so.
lauren
Yeah. And brunch drinks as well, might I add. I'm going to remember for the rest of my life that you ordered an espresso martini at like 8 am. It's so funny.
Lupe
We got to the restaurant before they opened it. Phil and I are like, are they open?
lauren
So let's talk about the branding process for you as someone who heard about it on the outside through our podcast and then actually experienced it yourself. Were there any parts of the branding journey that surprised you that you didn't anticipate?
lupe
It was very interesting because as a designer, I was on the other seat. So there was times where it was kind of chaotic and I'm like, okay, this is part of the process. This is part of the magic. Part of figuring out what you want is seeing what you don't. I was very impressed with your guys presentation and all of the data that you showed.
I love data. So that was very helpful for me to understand the picture as we were going through it. I was also impressed with how much detail you had for each phase. It made me feel very comfortable with where we were doing and the decisions that we were making.
lauren
How has having a brand impacted your confidence as a business owner?
lupe
I knew the way that I was telling my story was not a true reflection of what I was offering. And it was kind of like I was showing up to rooms like body language wise, kind of like, you know, this is me, this is me. But now that we have this amazing brand, that's a true reflection of the hard work I've put in, um, I just feel more confident.
I have noticed that, um, more doors are opening because you know, the first impression does matter. So like, Oh, okay. I've gotten a lot of compliments on the website, on the logo, just, and from clients and other designers. I can connect with other designers in my industry. For me, it's really important to have that community.
So to have that positive feedback from other creatives, architects, and designers, interior designers, it's amazing.
lauren
Yeah. I'm so glad you've experienced that. I feel like if you want to be taken seriously by other people, you need to take yourself seriously as well. You know? And I feel like all of us suffer from imposter syndrome, of course, you wouldn't be a human being if you didn't have imposter syndrome.
But I think that taking the time to. Invest in the way you show up online and really owning your first impression to me is invaluable. It, it levels the playing field before the sales process even happens, I think.
lupe
Yeah. So being a woman in the architecture industry, it's very hard sometimes. I think you've given me a lot of my super woman outfit to show up in these rooms without even having to say anything and show people I'm here and I deserve to be here and I've done the work.
phil
Also, yes, delivered with that sass. Also, I like that little detail right there. You also are quickly building your thought leadership by teaching as well. You've had guest lecture opportunities. Can you talk about that? Cause that's so cool.
lupe
Yeah, I have so So recently I was a guest lecturer for Cal Poly San Luis Obispo. Hi guys. I know you're listening. And they were going through the process of portfolio presentation. So I did a Zoom class and we talked about how to work on their portfolio. And I was surprised that they were using something else that starts with a C. I don't know if I should say it. Oh, the C word. Yeah.
Yeah. So I was like, what, what are you guys doing? You guys are better than this. So during the two hours Zoom class, I had everybody download Adobe Express and gave them like 20 minutes, gave them an assignment and they came back and they were able to showcase their beautiful logos and brands with Adobe Express.
And then like a week later, I was invited back to go on campus, which was amazing to be back to this Cal Poly, uh, my school. Nothing has changed, just the prices of food. Um, so in fact, back there to see their amazing projects was just amazing and rewarding, and I've made connections with these students that I will never forget.
phil
That's the coolest thing. A mention on why we like Adobe express for that particular audience is these Photoshop and Illustrator. Why not, you know, keep it in the family and actually leverage all the assets you've already built in all the flight ship, Adobe apps, you can literally access them as a linked asset in Express.
lupe
I think that's why it was really easy for them to jump into Express because they were already using Illustrator and Photoshop, so they were familiar with the platform.
phil
I just love that it's, yes, it's giving you confidence. Which is attracting the right type of clients that you want to work with. But these are the secondary and tertiary opportunities that present themselves by showing up as the expert you are online and off, you know, you're getting opportunities to stand in front of an audience and, or stand in front of students and teach them, and that's so powerful.
lupe
Yeah. I'm like, huh, this 40 year old can still teach kids. This is awesome.
lauren
Lupe, what advice do you have for people who are too scared to get a brand done, like by an external party?
lupe
I think for me, it was telling myself, you are worth it. You are worth of celebrating how much work you've done. Give yourself permission. And there's different levels, you know, you don't have to do everything right away. And that's something that I learned through listening to your podcast. There's a lot of free stuff you can ask yourself or start working on without paying for it, but give yourself permission.
You know, we're all telling a story in this world and probably the most important story is your story.
phil
Again, it lives with you forever. Yeah. You know, it's kind of like investing in yourself, but I guess also too, there's even a question there, not just hiring an external party to do it, but maybe even taking the leap to create a personal brand if you've got a company brand or you're thinking you need a company brand.
lupe
Well, I think we, something I learned from listening to your podcast, we are a brand, you know, we just have to own the story without putting, saying, Oh, I don't have a brand. Yes, you are. The way you talk to people, the way you treat people, the experience people have with you, that is a brand.
That's how they remember you.
phil
Amen. I'm over here going. Yep. What she said.
lauren
You are a pro. You, as a woman, have entered into this already super competitive industry where, frankly, like women are underrepresented and at, I would say, honestly, a societal disadvantage in the industry that you work in, um, not taken as seriously and a lot more competition.
And you have developed this incredible client base in a pretty, like, expensive area. When people invest in landscaping, it can sometimes be a six figure investment, like, it's huge. So what is your advice on finding clients, keeping clients happy? Building your business.
lupe
So I work with a lot of contractors, I've been referred to clients from contractors, pool guys, then guys, the professionals out there, I've also had. Out of repeating clients, I've had clients that had a really good experience and referred me to other clients. Hey, I love your outdoor space. Who did you work with? Did you love them? What was your experience?
So my advice for keeping and getting clients is treat everybody with respect. We are not doing this by ourselves. I wouldn't be here without the amazing contractors that I work with. The amazing material providers that I work with. I think we all work as a team and it's good to treat your clients and your team.
Well, so repeating clients, take care of your clients, make sure that their experience is awesome, continue to grow in your networking. I love connecting with other architects, landscape architects. We're not competing anymore with each other. We are a team. So just this whole, uh, community outlook and taking care of your clients experience from the first time they talk to you to when they put the last stone and then they invite you back for the barbeque.
lauren
Are there any specific things that you do to make clients feel special? Like any little tricks of the trade you could share?
lupe
So when we move into construction, I give them a bottle of tequila. Why? Because we're celebrating that we're building it finally. Also construction can be a little bit stressful.
So I say, hey, there's some reason something gets on holds for a couple of days, take a shot. And it just prepares them to say, hey, it's normal. We're it's not going to be super easy, but we're going to do our best to keep it flowing and going.
phil
That is so cute and genius and on brand for you. That's the most Lupe thing on the planet.
And it's such a natural extension of your brand. Like, things can be stressful, but let's find the positives in it right now and laugh. You know, the idea of like taking a shot is like, this is stressful for both of us. It's really actually a form of communication in some respect.
lupe
And they've built at this point a confidence in me to know, like, Hey, you're going to fix it. I know you're going to get, you know, like, I know it's not going to be perfect, but I already know that you have a plan B, C, D, D and E. And we've put a lot of time to create a system. So this gets built. So we're in good hands, but we know that it's not always perfect.
lauren
That's so good.
phil
This is a moment that should prompt our listener to think about their own business.
And, you know, how can you create one single human touch point? You know, all the buzz about AI, and we're talking a lot about AI, but this right here, I have not heard a better example than this, than that story that Lupe just told, of how important the human touch is in business. So, Lupe, yours is even better than mine.
I send a handwritten postcard to someone who books a brand audit. We ask their address literally, for the sole purpose of me getting the address and handwriting it on a postcard that I write them as a thank you. And people love this. And it cost me 25 cents plus 50 cents of a stamp to send it in the mail.
lupe
I still get pictures from clients enjoying their mascot in their new big backyard. And they're like, thank you. This is amazing. I had a bad day. And now I'm here in my personal little vacation area, recharging, so.
phil
It is the perfect example of how Mezcal's not cheap, also. So, it's a perfect example of 40, 50, 60 investment. It is priceless in that relationship building.
lupe
I just had a client that was, uh, we finished her project about 11 years ago, and she just sent me a picture of her backyard. I love that.
phil
I didn't know you were going to share that story, and I'm so happy you did, because I think every listener, like, we can all pause and reflect and go, how can we just add a little bit more human into our client process, beginning, middle, end, I don't even care where it is.
How can we add something that feels human and the tequila is a perfect example. Also because you know, it's, it's unique to your story as well. Right. You know, speaking Spanish, Mexican descent, like it's, I love it. It's just perfect.
lupe
It's one of the things that you take when you celebrate and you're a little sad to get happy again.
lauren
Okay. I have a two parter question for you now. Hope you're ready. You can take a few seconds if you need it. Part one is. What lesson have you learned from your rockiest projects? And part two is what lesson have you learned from your best project?
lupe
So I think one of my rockiest projects sometimes is when a client is really stressed and it kind of freaks me out because I want them to be happy. And I've learned just to give them space to let it all out. And, um, there's always a solution. I've built a great team and I have a hundred percent confidence in us being able to get to the finish line happy. So that's part one. That's our best client, our project.
Uh, what was the second question?
lauren
What lesson have you learned from your best or your most successful and smooth project?
lupe
Yeah, so this was probably one of the biggest projects I've done. When we finished, the client said thank you that they got more than what they had ever envisioned. And they also told me you should charge more.
You're worth a lot more. And you're amazing. Our entire experience was great and you deserve it. So it just validated the work that I was doing. It gave me like that extra ump, you know, this company is going to grow, we're doing great things. So that was one story. And then something that I don't know if you guys want to add.
I have this client, every time she wakes up and she goes to her backyard, she has to pinch herself. She's like, am I on vacation? Are the kids here? Wait a minute. What's going on? So she feels that, you know, now she has this oasis in her part of her home that she can go out and enjoy and recharge with either by herself when she needs a break with the kids or with the family to celebrate these amazing moments, milestones in life.
lauren
Incredible. Incredible. Incredible.
lupe
With tequila, of course. Just kidding. With tequila.
lauren
Yeah. That you've given, you've given her. You know, the first example you brought up is so interesting, and it makes me think about how us as business owners and brands rarely ask our clients if we were worth the investment.
And if they think that we should charge more or even less, and usually I don't know about both of you, but I try to make sure that they feel like they got more than what they invested. But I'm making assumptions about the perception of value with that. I don't think I've ever asked them, like, do you think our pricing is fair?
Ever. It's very interesting to me.
phil
It's a scary question to ask. I'm nervous for the answer because I know people have spent a lot of money on us and I want to make sure that they're happy, but also it's a business. Like yeah, that question for me, like makes me uncomfortable. I'm like nervous to hear the answer.
But we should be asking it.
lupe
Yeah, it makes me feel a little uncomfortable too. I don't know how I would go about it. So I'm very grateful that they shared that with me. Cause I don't know if I would have asked.
lauren
That's a gift. Honestly, did you raise your prices after?
lupe
A little bit, but I think I need to go more.
phil
Well, you've got a beautiful brand that looks and feels expensive, accessible, but expensive. So yeah, you should. And also, yeah, I know it's funny, isn't it? I mean, we have these conversations all the time with businesses and all different industries, but Raising your prices, I mean, it's not just about making more money, we think about that, that's the immediate, but it's actually about attracting the right type of clientele.
When we've raised our prices via restructuring our services, it really has never been a flat out, we charge more now, for us, it actually goes back to this conversation of, what's the value that we're delivering? How can we make this valuable? It's not just about making more money, sometimes it's about attracting the right type of client.
And by going higher, it weeds out some of the clients that actually take a lot more energy for less money.
lupe
And like all creatives, um, we always spend more than what we charge for. And it's always going to be that way. We just have to not make it to those hours too heavy. But, yeah. Yeah, we can't be in the red.
lauren
I guess on a final note, Lupe, I think that you're an amazing example of someone who really prioritizes health and well being to show up as the best person of yourself for your clients and for your family.
phil
I find that super inspiring, specific to Lupe. Every time I see a picture of Lupe at the gym or I see the little espresso mug in the morning, you've gotten your day started at around the same time as me, even though you're three hours before me. I find it super inspiring.
lauren
Yeah. So I would just love to hear. Your thoughts on why it's important and also maybe some like words of wisdom that you have for entrepreneurs who are sacrificing their health or well being for their work.
lupe
Yeah, I have found that when I take care of myself, I show up as the best version of me and my clients deserve that. When you have a clear mind, healthy body, you're ready to take and, uh, take all these problems, maybe come up with the best solution. I've also found that I've created a very amazing community in the health and fitness.
So it's, it's awesome to connect with people that prioritize their health and fitness. They've been amazing in my journey. I've created a very strong community with them. So it's just a quiet moment in the morning where I take care of myself and it helps me show up as the best version of myself. I am a strong believer that we create what we carry inside.
So when you take care of yourself, then you create amazing things. Amazing spaces. Amazing landscape architecture.
lauren
Beautiful.
phil
Amazing. Perfect note to end on. Although, where can we send people to get more of you? We want them to check out your website and we want them to follow you on socials.
lupe
You can find me at lupemonroy.com and on Instagram, G O Z O spaces.
phil
Thank you for not only listening to the number of episodes of Brand Therapy that you have, certainly when I think of like a fan of the podcast, you're the first person I think of. I know we have more than one.
lauren
But you're probably number one.
phil
You are number one, yeah, yeah. But now you get to be on it and it's been so fun to have you.
lupe
Yeah, this is this when you asked me I was like what?? Thank you guys for creating this space is amazing It's helped me through some dark moments. You guys are funny and so all of the nuggets of gold and and it's something that I do feel you guys are also creating a community and I know and I feel that you guys care. And I appreciate you.
phil
I normally do the outro after everyone has hung up and I sit here alone and do it, but I'm not doing that today. I'm gonna do it right now because Lupe's gonna do it with me.
Listener, I hope you enjoyed this episode with Lupe and with Lauren and with Phil. You know what? If you enjoyed this, there's one way you can show us that you loved it.
You can take a few seconds right now and leave us a
Lupe
Five star, five star, five star.
phil
Bingo. Leave us a five star, five star. Five star. Thank you for hanging out with us on Brand Therapy.
lupe
Catch you next time.
