Everyone says they care about client experience. But your brand isn’t what you say—it’s what your clients feel in the tiny moments you don’t think about.
Hilary Laffer and Amy Swift Crosby show where most businesses quietly get it wrong, and how to actually get it right.
Listen to this here!
Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President, and various professionals, one or more of which are or have been Krane Financial Solutions clients. However, nothing stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.
Hilary Laffer and Amy Swift Crosby have worked together as brand strategists since 2005. Together (and separately) they have helped hundreds (thousands?) of businesses and founders distill and articulate their mission, vision and positioning, in industries ranging from consumer products, hospitality, restaurant, retail, beauty, wellness, education and real estate – as well as product and service companies who are solely B to B. Hilary is the principal of Part & Parcel, a full-service creative agency based in Los Angeles. Amy is a copy writer and strategist who divides her time between Los Angeles and an undisclosed seaside village in Massachusetts.
Here’s what you’ll learn:
What Branding Actually Is (And Isn’t)
- Why branding is not just logos, colors, or taglines.
- The concept of “it’s giving…” – your brand is the feeling people get from every interaction.
- How small details (website, phone calls, environment, communication) shape perception.
The “Net Effect” of Your Brand
- How customers make decisions based on a cumulative gut feeling, not one single factor.
- Why inconsistent messaging creates doubt—even if your service is excellent.
- Real-world examples of brands losing trust due to chaotic or misaligned experiences.
Common Branding Mistakes Business Owners Make
- Thinking branding is only visual design instead of full experience.
- Copying marketing tactics (social media, newsletters, ads) without strategy.
- Trying to appeal to “everyone” instead of defining a clear audience.
Why Most Businesses Don’t Know Their Ideal Client
- The danger of not being able to clearly explain who you serve and what problems you solve.
- How lack of clarity kills referrals, networking opportunities, and conversions.
- Why “everyone is my client” = no one is your client.
How to Improve Your Brand Without a Big Budget
- Simple ways to audit your brand: website, client touchpoints, communication, environment.
- How small changes (and what those changes are) can dramatically improve perception.
- Why alignment across all touchpoints matters more than perfection.
Brand Strategy as a Business Growth Tool
- How a strong brand acts as a magnet, not a megaphone.
- The hidden cost of a weak or unclear brand (missed partnerships, lost opportunities).
- Using your brand as a filter for decisions: marketing, partnerships, messaging.
Final Takeaways for Business Owners
- Branding is happening whether you control it or not.
- Clarity beats complexity… know who you serve and what you stand for.
- You don’t need to do everything, you need to do the right things consistently.
Connect With Hilary & Amy
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