How to Start a Small Business: Marketing and Branding

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Taught by Laena McCarthy

Laena is Founder and CEO of Anarchy in a Jar, a jam and mustard company based in Brooklyn. She's an Entrepreneur, Educator, Wellness Maven, Birth Coach, Ideation Consultant, and Side Hustle Coach. Living and working the ethos of resilience and food as medicine, she helps empower people through work, life, childbirth, and transformation. In her private practice, she coaches women who crave financial freedom and an integrated work/life/cycle balance.

Laena launched her startup, Anarchy in a Jar, in 2009. It has been featured in The New York Times, The New York Times T Style Magazine, The Martha Stewart Show, New York Magazine, Bust, Elle Japan, Tasting Table, Food & Wine, and Saveur. Laena's cookbook, Jam On: The Craft of Canning Fruit, was published with Penguin Random House in 2012. A student of her own hustle advice, she launched her newest venture, a self-care line, in 2016, using edible organic herbs and oils to feel good and nourish the skin.

Laena graduated magna cum laude from Mount Holyoke College, received an MS in Information Science from Pratt Institute, has trained as a birth coach, food scientist, and herbalist, and was awarded the United States Antarctica Service Medal by the Department of Defense for her work with the National Science Foundation.

When she’s not making it rain with mustard, wellness rituals, and startup nitty-gritty, you can find her dreaming about her next adventure, while practicing self-care, and chasing after her toddler.

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Thinking of starting a creative and/or holistic business? This workshop is for anyone considering starting or growing a service or product based business: craftspeople, food or gadget inventors, health and wellness practitioners, nutritionists, multi-faceted go-getters, and that everyperson with a brilliant idea. You absolutely can do what you love and make a living, but it takes some groundwork and planning to start a successful small business.

In this fifth part of my entrepreneur workshop series, you'll learn about the key branding and marketing components of creating a strong, dynamic, and resilient business. Developing a brand strategy can be one of the most difficult steps in starting a business, especially if you don’t have a design background. I'll teach you how to affordably create branding, design marketing materials, and organize a strategic marketing campaign, smartly utilizing social media to reach your specific customer base. My good friend, a professional graphic and branding designer who specifically works with small, creative, and holistic businesses, will join us to share her expertise. This is a hands-on class, and you will walk away with the tools to design your own branding and marketing.

In this workshop, you'll learn:

  • How to design and create affordable branding
  • How to create seamless marketing materials
  • How to initiate a successful, targeted social media campaign

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