We’re excited to introduce you to the always interesting and insightful Jocelyn Espejo. We hope you’ll enjoy our conversation with Jocelyn below.
Jocelyn, thanks for joining us, excited to have you contributing your stories and insights. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
Yes! My business is significantly larger today than when I first started. It felt like it has been a long haul, and I used to think I was doing “all of the things” and just wasn’t seeing any real success. Looking back I realize I made so many mistakes and wasted so much time on things that didn’t really matter. And I stood in my own way of success because I wanted things to be “perfect” before moving on even more to the root of the problem I was afraid.
My business started out as a side hustle. My initial vision was to give myself a way to get out of corporate America and give me a way to be more present with my son.
What were the major strategies you employed to grow and scale your business? This might include expansion into new markets, diversification of products/services, investment in technology, etc.
– Going full-time with my business. This was scary – but when I worked for someone else that job was the priority and it showed.
Consistent Marketing:
– SEO Focus – focused on improving my SEO and moving my site to Page 1 of Google from page 12….
-Consistent Social Media posting
-Strategic Networking – started getting out and meeting people. Forming strategic partnerships. Increasing referrals.
Investment in Business Coaching – decided to get help and stop trying to reinvent the wheel.
Surrounding myself with people who were at the level of where I wanted to go.
Personal Branding – I decided to take advice from a mentor and I started showing up in my business. Investing in my first professional brand photo shoot
Tactical Moves: What specific tactics did you use to implement these strategies? For example, did you use digital marketing, partnerships, or a change in your sales approach?
– For SEO I learned from an expert what I needed to do and then implemented it.
– For Social Media I started with using software like Plann to help me batch create & schedule content then when that still wasn’t working consistently I outsourced to an expert in Social Media Mgmt.
Sales process – changed from just emailing to discovery calls.
Meaningful Moments: Were there any defining moments or significant achievements that felt like turning points for your business? OH THERE HAVE BEEN SO MANY!!
When I was challenged, and told I was standing in my own way of my financial success. That my mindset was what was truly keeping me back. Ok Ok I know this sounds wuwu but really. I had to change my mindset. It started by faking it to myself. Even if I laughed at first “$10K months are easy” in my mind that was quickly followed by a chuckle, eye roll and sarcastic ok right. Until I made my first $10K month easily… and then I was like Wait What?! I started changing the narrative in my head and before I knew it I had my first $10K month. Then I had a $17K then a $27K… My best year to that point had been $25K…
Mantras Faith over Fear. Done is better than perfect. Doing it scared.
Leaning into that every “no” wasn’t a reflection on me or that I wasn’t good enough – it was that they weren’t a good fit and just making room for the right “yes.”
Challenges and Obstacles: What were some of the biggest challenges or obstacles you faced while scaling up? How did you address and overcome them?
– Time Management – it is challenging being a solo prenuer and doing all of the things. Learning that sometimes investing in outsourcing what you’re not good at or don’t enjoy has a much higher ROI than the money spent.
Twists and Turns: Did your business take any unexpected directions or did you have to pivot your strategy at any point? What prompted these changes?
– I explored various genres of photography trying to find a balance of what I was good at and what hours I wanted to work and when I wanted to be available for my family. Then I decided to listen to some experts and Niche down and I chose to niche to Branding. This allows me to marry my business experience and education with my creative side. This was SCARY. I walked away from a large revenue stream in my business to focus on just one Niche. But it was WORTH IT!
Mistakes and Learnings: Can you share any mistakes or missteps you made along the way? What lessons did you learn from these experiences?
The mistake list is longer than I care to admit – but every failure is a learning opportunity. Some were more expensive than others.
-Saying yes to the project or client that in your gut is not a good fit because you want the $. It’s not worth it.
-Being too diversified. Keeping it simple and streamlined is sometimes better.
-Sticking with a plan that wasn’t working because that was the plan I had made. When you own your own business you can decide the direction you want to go in. You’re not married to it, you didn’t get a tattoo. Nothing is permanent. You can choose to shift when you want or need to.
-Trying to go cheap – it’s always more expensive in the long run whether it’s equipment or training. Now I’m not saying you have to always pick the most expensive thing – but sometimes its better to hold off just a bit longer or just to make the investment that is slightly larger. I have wasted so much money buying the knock off version of equipment for instance – just to find myself investing in the higher quality item down the road anyway…
-Waiting to outsource.
-Not knowing my own value. .
– Not establishing systems and Standard Operating Procedures – so that when I did bring on team members it was already available to share.
Current Status: Where is your business now in its scaling journey? Have you reached the goals you initially set, or have they evolved over time?
– Yes I reached my first major revenue milestone last year. And now I want to scale again. I have to say though – it is really easy to get caught up in the next step. I have to remind myself to stop and reflect and celebrate the milestones I have achieved along the way.
– One day I realized I may not have made the revenue goal I had set for myself just yet – but I was living the life I had only dreamed about prior. I was full-time in my business. taking my kids to school, being home when they got home, taking time off because I wanted to…
– There was once a time I dreamed about being full-time in my business. There was once a time I dreamed about making $10K months. I dreamed about bringing a friend onto my team.
Advice for Others: What actionable advice would you give to other entrepreneurs who are in the process of scaling their business?
– Be intentional with your time. Work from a CEO mindset not a Worker mindset.
– Have a clear and defined personal brand so that it can do the heavy lifting for you.
– Niche down
– Find a Business Bestie or 2 to ride this journey with you.
Future Outlook: What are your plans or aspirations for the future of your business?
– Continuing to scale. Empowering others to discover their confidence and build their dream businesses.
– Offering more comprehensive brand services: i.e. videography, relationship email marketing.
– Launching an online course and Group Coaching on Personal Branding.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
About You and Your Journey into the Industry: I grew up thinking success would be achieved by going to college, getting a good job & then working my way up the corporate ladder.After years working full-time in the corporate grind I found myself stressed. Feeling like I wasn’t present (struggling with what I was missing at home when at work, thinking about work when at home), all while helping others build their enterprises. I wasn’t happy, I wasn’t building the life I wanted and worse someone above me was determining how successful I could be…Now I’m building a thriving business doing what I love on my terms. Through my journey I learned that fear and lack of confidence are what stood in my way of pursuing my goals, building my business and creating my dream life earlier.This fuels my passion to empower women to discover their confidence on camera. So they can tell their brand story, inspire connection with their dream clients, community and even themselves as they build their dream business.
Products/Services/Creative Works You Provide:
I help business owners discover their confidence on camera and elevate their brand visuals. We offer brand photography, videography, relationship email marketing, brand strategy etc…. I am in the process of launching an online course on personal branding and group coaching.
Problems You Solve for Your Clients:
I help my clients elevate their brand visuals so they can attract and connect with their ideal clients. We take a deep dive into their business and create brand visuals they can use.
What Sets You Apart:
I know what it’s like to be nervous in front of the camera. I also know the power of personal branding and the positive impact it can have on your business as I’ve experienced it. I also like to help my clients with the entire process so I include hair and makeup and a professional stylist with my sessions eliminating major pain points.
Are there particular philosophies, techniques, or approaches you use that are unique to your brand? I am all about capturing authenticity. I specialize in capturing emotion and authenticity. I like to help my clients create a library of images they can confidently use to show up in their business.
Your Proudest Achievements:
What accomplishments in your career or business are you most proud of?
Getting a Masters in Business. My career in corporate in Operations and now Building a successful business, having the courage to not only go full-time but to pivot so I can stay aligned with my priorities.
Are there any milestones or significant projects that have been particularly meaningful to you?
Leaving corporate to take the side hustle full-time. Reaching my first $100K year… Working with my subscription clients and becoming their cheerleader!
Message to Potential Clients/Followers/Fans:
What key message or core values do you want to communicate to your audience?
At Branding by Jo, our foundation is deeply rooted in Christian values, guiding us to conduct our business with unwavering integrity. We believe in empowering each individual, recognizing the unique talents and perspectives they bring. Our commitment to collaboration over competition is not just a practice but a testament to our faith-inspired principles. We strive to create an environment where mutual respect and collective success are paramount.
Is there something about your work or brand you wish more people knew or understood?
I deeply wish more entrepreneurs and businesses recognized early on the transformative power of elevated brand visuals. High-quality, thoughtfully crafted visual branding is a strategic business decision. It plays a crucial role in how a brand is perceived, connecting with clients and customers on a deeper, more emotional level.
Investing in professional branding visuals earlier in the business journey can set a strong foundation for growth and success. Many, including myself, have experienced the hesitation to invest in professional branding at the start. Looking back, I wish I would’ve done it sooner and realize I, like many, underestimate the impact of compelling visual storytelling on brand identity and market presence.
What sets our work apart is our understanding that exceptional brand visuals are more than just images or designs; they’re a powerful language that speaks directly to your audience.
Your Brand and Its Future:
How do you envision the future of your brand or work?
Expanding on the personal brand journey with more full service options.
Are there upcoming projects, goals, or visions you are excited about and would like to share? YES! Launching ‘Unlock Your Brand’ and personal branding online course and coaching.
Can you talk to us about how your side-hustle turned into something more.
My side hustle started when a friend from college asked if I could capture photos for her brother’s wedding. The pictures from that turned into the opportunity for more weddings and then I realized there was something there. I spent years staying in corporate picking up the camera on the side, burning out, putting the camera down just to feel the calling to pick it back up again. 10 years later after years working full-time in the corporate grind I found myself stressed. Feeling like I wasn’t present (struggling with what I was missing at home when at work, thinking about work when at home), all while helping others build their enterprises. I wasn’t happy, I wasn’t building the life I wanted and worse someone above me was determining how successful I could be… Then one night during a frantic hustle to get in and out of the house in less than 5 minutes to get my son to practice – he stopped and said mommy “I just wish we could have 5 more minutes” (I can still feel the sting to this day) I knew something had to change. Less than 2 weeks later – I felt the calming decision to resign – called my hubby real quick and got the response “it’s about time!”.
It’s taken a lot of hustle, faith over fear, failing forward and the courage to just keep moving forward. Prioritizing staying aligned with my goals and this phase of my life. Truly wanting to help others succeed and leaning into a tribe of women who support me as much as I support them.
How’d you build such a strong reputation within your market?
Professional Integrity and Ethical Practices- trust is a cornerstone of reputation. I am known for being Authentic, relatable and easy to communicate with. My true belief and adherence to the concept and execution of collaboration over competition. Strong Networking and Relationships, Adaptability to Market Changes, Clear and Consistent Brand Messaging and Positive Client Testimonials and Reviews.
Contact Info:
- Website: www.brandingbyjo.com
- Instagram: http://www.instagram.com/brandingbyjo
- Facebook: www.facebook.com/brandingbyjo
- Linkedin: https://www.linkedin.com/company/brandingbyjo/
- Other: Unlock Your Brand – Online Personal Branding Course https://brandingbyjo.com/unlock-your-brand
Image Credits
Headshot of Jo Kaley Lopez All others Jocelyn Espejo