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

Kenty, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

In the marketing industry, several standards are considered important to ensure effective and ethical practices. These standards help guide marketers and creative minds in their strategies and interactions with consumers. Here are some key industry standards:

Code of Ethics: A code of ethics outlines the principles and guidelines that marketers should follow. It typically covers areas such as honesty, transparency, privacy, fair competition, and respect for consumers’ rights. Adhering to a code of ethics helps build trust with consumers and promotes responsible marketing practices.

Consumer Privacy: With the increasing focus on data protection and privacy, marketers must adhere to industry standards for collecting, storing, and using consumer data. Compliance with privacy laws, such as the General Data Protection Regulation (GDPR) in the European Union, is crucial. Marketers should obtain explicit consent from individuals before collecting their personal information and provide options for opting out of data sharing.

Truthful Advertising: Marketers should ensure that their advertising claims are truthful, accurate, and not misleading. Claims should be substantiated by evidence or data. It is important to avoid false or exaggerated statements that could deceive consumers and harm the reputation of the brand or industry.

Clear Disclosure: Marketers should disclose any material connections, sponsorships, or endorsements in their promotional content. Influencer marketing, for example, requires clear disclosure of the relationship between the influencer and the brand. Transparency helps consumers make informed decisions and maintains the integrity of marketing practices.

Accessibility: Marketers should strive to make their content and communications accessible to individuals with disabilities. This includes ensuring that websites, digital content, and advertising materials comply with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG). Making marketing materials accessible demonstrates inclusivity and widens the reach of the brand.

Social Responsibility: Marketers are increasingly expected to consider the social and environmental impact of their activities. Engaging in socially responsible marketing involves supporting ethical sourcing, sustainable practices, diversity and inclusion, and community engagement. Brands that align with consumers’ values and contribute positively to society often enjoy stronger relationships with their target audience.

These industry standards aim to create a fair and responsible marketing ecosystem, protect consumers’ rights, and uphold ethical practices. Adhering to these standards helps build trust, maintain brand reputation, and foster long-term relationships with consumers.

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.

Building a branding consultancy based on your strong communication skills can be a smart and rewarding entrepreneurial venture. Here are some reasons why your skills make you well-suited for a branding consultancy. I thought why not give it a try and put into place a system where i can help others build their brand and understand their mission.

I always evaluated my strengths. When a few of them came forth, I was confident that I could share my story and learning moment with others. Effective Communication: Strong communication skills are crucial in the branding industry. As a branding consultant, you’ll be responsible for conveying your clients’ brand messages, values, and identity to their target audience. Your ability to articulate ideas clearly, create compelling content, and develop effective communication strategies will help clients build a strong and consistent brand image.

Strategic Branding: Branding is not just about visual elements like logos and color schemes; it involves creating a cohesive brand strategy. Your communication skills can help you understand your clients’ goals, target audience, and competitive landscape, allowing you to develop comprehensive branding strategies that align with their objectives.

Storytelling: Successful branding relies on storytelling to connect with consumers on an emotional level. With my communication skills, I would be able to craft compelling brand narratives that resonate with the target audience. I would be able to help clients identify their unique story, develop brand personas, and create engaging content that captures attention and builds brand loyalty.

Client Relationships: Effective communication is essential for building strong relationships with clients. My ability to listen actively, understand their needs, and communicate my ideas has helped you establish trust and foster long-term partnerships. By providing valuable insights and guidance, I have become a trusted advisor to my clients, helping them navigate the complex branding landscape.

Differentiation: The branding industry is competitive, and my strong communication skills can set you apart from other consultants. Your ability to articulate your value proposition, demonstrate your expertise, and effectively convey the benefits of your services can attract clients who appreciate your unique approach to branding; that is one of the advantages that I have learned to include in my business model.

Adaptability: Effective communication skills also allow you to adapt to different clients, industries, and challenges. Your ability to understand diverse audiences, tailor your messaging, and communicate effectively across various channels will help you address the specific needs of each client and deliver impactful branding solutions. This is also in part to have been raised as a multilingual individual and exposed to many cultural scenarios on our beautiful island of St.Maarten but also while I lived in The Netherlands.

Remember that building a branding consultancy involves more than just communication skills. It’s important to develop a strong understanding of branding principles, market research, and industry trends. Additionally, continuously honing your skills, staying updated with emerging technologies and marketing strategies, and building a strong network within the industry will contribute to your success as a branding consultant.

What I offer my clients is a variety of tailored services in the fashion industry (Certified Personal Stylist), Branding, Marketing, Personal Effectiveness and building their digital platforms and foot print through social media strategies (mostly organic). It is important for them to understand their brand and embrace it, believe in it so that they can connect with the right paying audience.

Have you ever had to pivot?

In 2018 i officially registered my business in our chamber of commerce. This was a few months after the biggest hurricane in history had hit St.Maarten (it was beyond a category 5, yes I live in a paradise that also aligns with the hurricane’s belt).

I had just gotten laid off and was also pregnant with my second son, so this was a challenging time as a new entrepreneur. This was a crucial time for me to really push myself and build the business and it also showed how resilient I really was. Up to date, 2018 was my best financial and turnover year.

Pivoting in business refers to making a strategic change in direction or approach to adapt to challenging times or changing market conditions and that is exactly what kept my business afloat. The result of a natural disaster and lay offs, opened the doors for new businesses and start ups that needed guidance, business coaching, social media support etc. and I was there for it all!

How did you build your audience on social media?

In 2016 i started a blog with not much experience in the industry, but i had a clear roadmap of where i wanted to go: I wanted to build a global space where i could connect with women of all corners of the world, share education, entertainment, fashion, business ideas / tips and a space where size and beauty were not a label (we have enough of those already). I became the first Internationally Awarded Plus Size Blogger on St.Maarten.

I started creating content from scratch, and daily. Consistency is the key to building your audience. I did this relentlessly for 3 years. My first official gig was from L’oreal Caribbean. Influence Marketing was becoming a trend in the Caribbean and they were looking for a blogger. How did they find me? My digital footprint was consistent, edgy, relevant, and with a clear strategy behind it. I did not look at the followers, but i looked at the impact. The impact of going somewhere and persons sharing with you how thankful they are for your inspiring stories and to keep pushing!

Build your audience and connect with them, have a clear niche and a consistent message. The people and brands that want to work with you, will find you. Also do not be afraid to reach out first, rejection is also part of a growing process for any business or individual

Contact Info:

• Website: https://keraikreativestyle.com/
• Instagram: https://www.instagram.com/keraikreativestyle2016/
• Facebook: https://www.facebook.com/keraikreativestyle
• Linkedin: Kenty Lichtenberg
• Youtube: https://www.youtube.com/@keraikreativestyle4256

Image Credits
Alvin Prescod Photography