Alright – so today we’ve got the honor of introducing you to Caroline Jennings. We think you’ll enjoy our conversation, we’ve shared it below.

Caroline, thanks for taking the time to share your stories with us today Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The original name of our web design studio was Word of Web, but after a few years, we outgrew this name/brand and knew it was time for a rebrand. I deliberated on new names for months, but just couldn’t seem to come up with the right name. I knew I wanted something that conferred a similar meaning to “essence” or “core,” since that is a big part of what we help founders do: discover and bring to life what makes their business unique and special. But none of the words I came up with quite had the right ring.

Then one day, when I was traveling in Portugal, I came across a little restaurant called Miolo. The exterior was bright pink, so it was hard to miss. I decided to grab a quick lunch there, and when I saw the menu, I noticed there was a definition of “Miolo” at the bottom of the page:

1. The inside part of bread
2. The most important part
3. The essence of a thing

It was perfect. I decided to change the name of the business to Miolo right then and there.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Miolo is a web design studio specializing in Webflow, Shopify, and WordPress websites for innovative companies. As a full-service website partner, Miolo supports clients at every stage of their growth: from concept and strategy, to design and development, to ongoing analytics and support. Unlike many agencies, Miolo is committed to a lean, agile approach that meets clients where they are with their budgets and goals. Through close client collaboration and diligent project management, Miolo always delivers a top-notch client experience and final product.

What’s been the most effective strategy for growing your clientele?

We’ve invested a lot in various marketing efforts over the years, but the majority of our clients have always come from our relationships with past clients and agency partners. We work hard to maintain close relationships with everyone in our orbit, and I think it shows. I believe that doing good work for people, earning their trust, and fostering ongoing collaboration is the best marketing strategy there is.

What’s a lesson you had to unlearn and what’s the backstory?

During the first few years of business, I tried to stay broad in our services and clients to mitigate risk. I was scared to niche down too much in our marketing and business development efforts, because I was fearful of missing out on opportunities. Ultimately, I think this did our business a disservice, because it didn’t make our brand particularly memorable to anyone. (There’s an old design adage that comes to mind here: “Design for everyone is design for no one.”)

Over the past year, we’ve worked hard to hone in on our ideal types of clients and projects, market to those groups, and say “no” to projects that don’t meet those standards.

Contact Info:

• Website: www.miolo.io
• Instagram: https://www.instagram.com/miolo.io/
• Facebook: https://www.facebook.com/miolo.io
• Linkedin: https://www.linkedin.com/company/studiomiolo/