We recently connected with Lauren Ficklin and have shared our conversation below.

Alright, Lauren thanks for taking the time to share your stories and insights with us today. Learning the craft is often a unique journey from every creative – we’d love to hear about your journey and if knowing what you know now, you would have done anything differently to speed up the learning process.

I am a storyteller and brand builder—though I didn’t always know it. I knew I loved writing and was deeply intrigued by how people and organizations presented themselves to the world. After finishing law school and navigating the end of my marriage, I began blogging as a way to process my experiences. I took it seriously, treating my blog like a platform for real connection. I researched blogging best practices—titles, structure, SEO, imagery—and applied them. Over time, my content resonated with women in similar situations, and the growing community around my blog was both humbling and inspiring.

To expand my reach, I promoted my blog through an e-newsletter, an Instagram page, a Facebook group, a full website, and eventually a podcast. That’s how I first taught myself the essentials of content creation, production, publishing, and promotion. Later, I honed these skills professionally in my roles as Director of Admissions and Advancement at private schools. In these positions, I produced content—websites, newsletters, and social media campaigns—to tell the story of each school in ways that attracted students or generated funds. It was here that I truly understood the power of storytelling to drive results. It was a perfect blend of my creativity and my analytical tendencies—a marriage of my left and right brain.

If I could have sped up the learning process, I would have pursued marketing or communications roles earlier, right out of law school. At the time, I didn’t realize that my love for storytelling could be the foundation of a full-time career. Instead, I treated it as a side passion or a tool within other roles. By making it my primary focus earlier, I could have built deeper expertise, developed a strong network, and niched down more quickly.

The most essential skills for storytelling are observation, writing, data analysis, and creativity. Observation is key—you have first to understand the story you’re telling. Writing brings that story to life, infusing it with emotion and achieving specific goals. Data analysis ensures that your story is resonating and allows for course correction if it’s not. Finally, creativity is what makes a storyteller unique—their ability to bring fresh perspectives and personal flair to the work.

The biggest obstacle to learning more was simply ignorance. When I was in undergrad, platforms like Instagram and Facebook were just emerging. Social media and content marketing weren’t mainstream concepts, so I had no framework to see storytelling as a viable career. By the time these tools became central to communication, I felt overwhelmed. I didn’t know where or how to start or how to translate my skills and passions into a career. I had to learn as I went. It’s been a journey of hard work, introspection, and building confidence—but it’s one I’m proud of.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a proud girl mom, coach’s wife, writer, and brand builder with a passion for storytelling and creating meaningful connections. My journey began in 2017 when I started a blog called Grab Your Light to process and share my experiences healing from divorce, navigating motherhood, and rediscovering myself. What started as a personal outlet quickly grew into something bigger—a space for connection, inspiration, and empowerment. By 2024, I had written Shine Through, a book chronicling my journey through divorce and co-parenting, and launched a podcast of the same name to help others on similar paths.

Through this process, I discovered my love for branding and storytelling. Today, I’m the founder and strategist behind a boutique branding agency where I specialize in helping athletic, fitness, and wellness coaches define and elevate their brands. From designing websites to creating content strategies, I help my clients tell their stories in a way that inspires trust, builds connections, and drives results.

What sets me apart is my approach—rooted in authenticity, intentionality, and a deep understanding of the transformative power of storytelling. My work is holistic and people-centered, combining creativity with strategy to craft brands that feel both personal and impactful. Whether I’m designing a color palette, writing a blog post, or strategizing a marketing campaign, my goal is always the same: to create meaningful work that makes a difference.

I’m most proud of how I’ve turned my personal experiences into a source of strength and inspiration for others. From supporting women as they navigate life’s challenges to helping coaches build their dreams, my work is about creating spaces for growth and connection.

For potential clients, followers, or fans, I want you to know that everything I do is grounded in passion, purpose, and the belief that we all have a story worth sharing. Whether you’re here for branding guidance, personal insights, or just to connect with someone who gets it, my goal is to empower you to shine through whatever comes your way.

Where do you think you get most of your clients from?

The best source of new clients for me has been a combination of word-of-mouth referrals and a strong portfolio. When I first started, it was primarily website design. My blog’s website was so robust and polished that people assumed I was a web designer who happened to blog, rather than a blogger with a knack for web design.

It all began when a friend, who was starting her blog, asked me to create her website. As I worked on it, I couldn’t help but refine her branding as well. She was so thrilled with the results that she consistently shared my work on her social media. Soon after, her friends—and even our mutual friends—began reaching out, requesting help with their branding and website design.

A similar thing happened when my husband wanted to enhance his portfolio as he pursued new opportunities in football coaching. Instead of simply touching up his PDF portfolio, I created a complete portfolio website for him. He, too, posted about it on social media, and once again, word spread. His network and mutual friends started reaching out with requests for their own branding or web design projects.

Word of mouth has been invaluable to me. It’s a testament to the trust and satisfaction of my clients. Pairing that with a strong portfolio that confirms what they’ve heard—showcasing the quality and intentionality of my work—has been the key to growing my business.

We’d love to hear about how you keep in touch with clients.

I stay connected with clients and foster brand loyalty by maintaining a consistent and authentic presence. I post regularly on social media, sharing daily updates through Stories and weekly posts on my feed. My content includes glimpses into my life, insights into my work, and helpful tips and tricks. By sharing my own story, I’m able to build trust and demonstrate my ability to help others tell theirs.

I also send out a monthly e-newsletter that provides a well-rounded snapshot of what’s happening in my professional world. It includes highlights, promotions, and educational content designed to keep my audience informed, inspired, and engaged.

This combination of transparency, value-driven content, and regular communication helps me nurture relationships and build lasting trust with my clients and community.

Contact Info:

• Website: https://www.itslaurenmarie.com/
• Instagram: https://www.instagram.com/imlaurenmarie/
• Linkedin: https://www.linkedin.com/in/laurenmhopkins/
• Twitter: https://twitter.com/imlaurenmarie_