The Most Impactful Leaders in Brand Christie Lawler

Offering Transparent Marketing Support

Having a clear understanding of the market to build relationships and partnerships to help you from ideation to development, Christie Lawler heads from the forefront as the Founder of CJL CONSULTiNG

Christie brings award-winning design, photography, mixology, and ideation to the table without the high costs usually incurred by outsourcing to a third party. We caught up with Christie and talked about her professional journey.

Below are the highlights of the interview:

Can you tell us about a project or campaign that you led that significantly impacted a client's brand?

We aim to change the conversation with every new brand or program launch we produce for our clients. Our commitment is a 10% increase in category YOY sales, as that has been a consistent minimum increase for all our clients when they sign with us and complete their programs.

Outside of that, when I see my work out in the world, I have always experienced such pride in seeing my work in fruition. I imagine it's a similar feeling for an engineer looking at the structural blueprints for their vision of a structure or a photographer when they realize that they just captured "the perfect shot' and they know they can mentally relax for a minute while they bask in the glory of their art, their message, and identity. It's all about what you want to put out into the world in a raw and vulnerable way.

One of my favorite memories of a few of my "formal introductions" into my career was walking into a massive national chain with my husband decades ago – after work (and well before we had kids) – and seeing the menu I had worked on for months sitting on our table as we sat down. It was an unforgettable rush, and I knew then that I wanted to do what I loved and share what I loved with others if they would listen.

Another experience was seeing a brand/label I had created sitting on an airport kiosk shelf 12 years after I had created the name, formatted the branding, and trademarked the IP. I have seen this work too many times to count over the years, but I was traveling with my family on this particular trip and my kids saw my work. We went to grab a coffee while waiting for our flight, and I saw "my brand." I told my oldest son I had produced that concept and lightly explained what that meant. What made me get all the feels was his response. "Wow, Mom! That's so cool. Does that mean we get it for free?" I laughed and explained it further, but having the ability to show my children my work from before they existed was a whole moment for me. And I am grateful for it!

How do you stay current and updated with emerging trends in branding and marketing?

Aside from attending industry conferences and events to continue growth and education – I think I subscribe to every niche publication available for our industry. But that isn't where I glean most of my knowledge. I learn from those around me every day, often in unexpected ways. And by that, I am referring to hidden genius, unique talents, brilliance, and stunning creativity. I have the significant fortune of existing in the realms of other people's brilliance. Therefore, I can access information that benefits our clients in ways they wouldn't otherwise find accessible.

How do you work with clients to identify their unique brand identity and develop a strategy to promote it effectively?

Our clients are unique; therefore, each approach to serving their needs is new and customized. We take their data and extrapolate it to speak to the terms their partners need to better understand their brand – and where their brand truly lives in their zone of genius. And then – put, but not simply executed – we activate their combined brands as precisely and strategically aligned cohabitants to create the experience they want to develop or an environment where everyone wants to go.

The more our clients allow us to integrate into their teams, the better their results – and we're talking about millions in sales differentials when we know what is happening. We are helping them in their process.

How do you measure the success of a branding campaign, and what metrics do you use?

Since we handle the reporting when given access, we know the results. We aim for a 10% increase when implementing a new program in YOY impact. But that is a minimum. We have seen a 20% to 30% YOY increase in profits and sales from our clients after implementing a strong core program with us for their systems.

How do you manage and motivate a team to deliver exceptional client results?

The "Golden Rule" is our operating standard. That's it. Simple and easily defined. We share a common goal… get it done and get it right. We put our personal lives first, knowing that the work must get done on time no matter what.

We communicate. We allow for daytime facials and hair appointments. As a company – we promote doing the "weekend" stuff and tasks during the workday so that weekends can be spent doing anything other than mundane errands. What a concept!

The conventional work model in the U.S. was not built with the female in mind – much less the working mother – of which population, I am a member. Want to have lunch with a friend that lasts three hours on a Monday? Do it! I need a checkup, but I could also use a root touch-up. Yep – go for it.

We are 80% female, meaning nail and hair appointments, massages and facials, groceries, housekeeping, and childcare drop-offs/pickups… there is nothing we don't handle. But as long as we give each other the grace to manage it all – no one loses, and we all get the work done because we have an open policy and pick up for each other.

I have yet to find a male CEO with this mindset – but it's their loss and my gain as I see it.

How do you ensure your clients' brand messaging is consistent across all channels and touchpoints?

We make a point of integrating ourselves fully with every client's brand practices. We spend time in their establishments and dive into their reporting and data. We ensure that our entire team knows our customers' brands as well as we can, and then we activate for them as though we are speaking as their core demographic. This is not always easy – some companies are hyper-protective of their data and brand information. And that makes total sense. But they're only hurting themselves.

Why bring on a partner to serve as an outside advocate for your business and give them little to no access to your needs and information? That's fine – but from experience –we see a lot warmer response and much larger growth from our clients that pull back the curtain and work with us as a collective partnership. We lead the horse to water, encourage it to drink, and show it where the spring is – but the horse makes its own decision at the end of the day.

How do you tailor your approach to branding and consulting to meet each client's unique needs and goals?

Similar to the previous question, our approach is unique and tailored to each client. So, while a few things may remain similar, everything at its core is different. Our clients have no standard playbook, as we are as unique in our approach as they are in their identity. We dive in with our initial process gathering all the data and the analysis for a few months to draw comparisons. Sometimes it takes weeks… sometimes, it takes months. It depends on the client's infrastructure and how much reporting data we can access in our process.

Where do you envision yourself to be in the long run, and what are your future goals for your company?

I suffer the outrageous notions of working until my dying breath. I love what I do. I am blessed to have managed to create lasting impacts and lasting, true friendships. I will run this company and the causes I care about until I am physically unable.

And as essential as that is – or as crazy as it sounds – I fully subscribe to the mantra that if you love what you do and the people you're with, you will never work a day in your life. My work life is a dream. And it's a dream I want to share and spread with everyone in my life. So, I'll keep working on that goal…

What would be your advice to budding entrepreneurs who aspire to venture into the dynamic and everevolving business arena?

Always follow and trust your gut. Don't let anyone tell you what you can do isn't possible. You are unique, and your skills are your intrinsic value. People who say you can never do it, say that because they know they can’t and it’s a self-defense mechanism. Ignore the noise and follow your instincts!