We were lucky to catch up with Willow Weber recently and have shared our conversation below.

Hi Willow , thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I think a big misconception in branding is that it’s merely a visual thing— the cover of the book people (admittedly or not) judge first. When in actuality, if done correctly, branding should reflect more than the visual surface— the deep values & missions of businesses and tell a story for consumers.

However, large corporate branding agencies who have millions of clients at a time can lose sight of the storytelling part quickly. Picture this: you’re a business owner. You go to a large corporate branding firm because they’ve done some art you think looks super cool. You likely will speak with one person from the company throughout the journey of your brand design being done — your Account Manager, who likely has a background in sales. While your Account Manager might be a wonderful, active listener, their ultimate job is to convey your brand messaging (visions, missions, values, stories) to the art team (graphic designers, photographers, videographers, etc); in the most concise, to-the-point way possible. Reason being: their large company trying to save time and make money quicker. This process, while efficient, can lead to missing some key brand messaging points due to the game of telephone.

My favorite part about working in branding on a small scale is my ability to immerse myself in my clients’ businesses and to feel their brand visions, missions, and stories for myself. Throughout the brand design process, I like to experience as much of the brand as I can. Then, when it’s design time, I am able to strategically choose color selections, typography, symbols and language that fit said experience best. Listening and learning are key here — because ultimately brand design is conveying emotions and experiences visually.

Willow , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Willow Weber, I am from Eastern Iowa and I work in branding and marketing. I provide full scope branding services— brand design, logo design, copywriting, and website design.

My career in branding meshes my love for words, art, storytelling and reputation management. Working out a niche in small business branding has saved me from a cubicle nightmare and has given me freedom to help innovate and create with brands that are dedicated to creating identities that stay relevant for the long haul.

I like to describe myself as being industry agnostic. Intentionally so. Working with different types of companies forces an aspect of learning on me, and I thrive in probem-solving situations. I love going to a client, being in their space, learning how they operate and creating completely custom branding items and strategies from there. I’m most proud to create alongside brands who are trailblazers in their industries, who inspire me daily.

Are there any resources you wish you knew about earlier in your creative journey?

I’m a huuuge fan of tools. Notion, Trello, Slack, HubSpot, Adobe Express to name a few. I organize everything through a system like those— I used to be really great at keeping everything stored in my brain but I think I ran out of storage space for that somewhere around my 3rd client ever haha. Also, don’t knock a good Facebook group!! I’ve joined a couple related to my work field and I am consistently inspired by others in my work community.

What’s worked well for you in terms of a source for new clients?

I will die on this hill— the best and most important source for new clients is word of mouth referral. Being located in Iowa especially, everybody knows everybody in some roundabout way. The best jobs I’ve ever gotten (my “dream clients”) have all came to me as a referral from somebody I know (family/friend) or someone I’ve previously worked for.

A few things about this:
1. Have no shame in your “asking for reviews” game; and once you have them, show them off.
2. Never shy away from the “So how’s work?” question in social gatherings. Even if times are tough in your work-life, use that question/conversation as a way to shamelessly plug yourself!

Another thing to note from number 2 — I refer myself a ton. This has gotten me tons of clients as well. If I’m at a restaurant and their food and atmosphere is incredible but their menu has a couple of typos and some opportunity for growth in layout/design, I will leave a business card and mention myself as the solution to the problem I spotted! I send lots of Instagram DMs, too!

Contact Info:

• Website: https://willowweber.com
• Instagram: https://www.instagram.com/willowwweber/
• Linkedin: https://www.linkedin.com/in/willowwweber/

Image Credits

Emma Davenport – Ingrained Photo
Jamere Eggelton – Sweet Sol Photo Company