Katie Smetherman Holmes of Brand Studio Creative On Five Things You Need To Be A Highly Effective Leader During Uncertain & Turbulent Times
Communication is key. It is better to over-communicate than under-communicate. This doesn’t mean overwhelming your clients or employees, but it’s better to keep everyone in the loop on key things, both in business and external factors in your workplace. Keeping an open line of communication not only builds trust but also boosts morale, keeping everyone on the same page.
As a part of our series about the “Five Things You Need To Be A Highly Effective Leader During Turbulent Times”, we had the pleasure of interviewing Katie Smetherman Holmes.
Meet Katie Smetherman Holmes, the dynamic force propelling Brand Studio Creative into the forefront of the Branding universe. Katie isn’t just your common CEO; she’s a creative master reshaping the essence of brand aesthetics. With a master’s in Brand Management and Communications, complemented by a BFA in Graphic Communications and Design, Katie’s credentials are legendary. With over 10 years of award-winning expertise as a Brand Strategist, she’s not only bringing to life brand visions — she’s turning them into jaw-dropping entities.
Katie’s journey in brand marketing and strategy is one to be followed, she’s not just the architect of brand systems, she’s the visionary behind impactful creations. Her mission is to craft authentic brands and websites that look fantastic and pulsate with heart, purpose, and strategy. Katie’s commitment to this vision has been the driving force behind her company’s success.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Thank you so much for having me share more of my story with you. My name is Katie Smetherman Holmes and I am obsessed with art and design. I am the founder and CEO of the Brand Studio Creative design agency, and I love working with clients who are ready to stop struggling with their brand and start thriving. For over 10 years, I have been able to help clients scale their business with effective brand strategy and website design. I bring expertise in brand identity systems, brand strategy, and website design and development. I have helped clients in over 25 different industries providing fresh branding perspectives and targeting their unique business goals to help clients get out of stress and into growth.
In my free time, I am an avid reader, but in my business time, I am an avid researcher. I love learning about my clients’ niches and will research their industries and best practices to help them grow and succeed. Learning new, exciting ways in design and business development is one of the many skills I bring to the table when I work with clients.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Not every connection is going to be a perfect fit. You may not even realize it until you have collaborated for a while, but that doesn’t mean you need to stay with the relationship just because of time accrued together. You have permission to walk away from a relationship, personal or business if it doesn’t align with your morals and values. For me, that was a hard lesson to learn, especially since growing up I love being able to be of service and help those around me. Humans are complex creatures with different views and goals. Learning how to be authentic and transparent with your network, helps you navigate how to find people who connect with you.
Since learning how to be more in tune with my gut and allowing myself to leave a connection if I don’t see it fitting, I now fully lead with authenticity and transparency with all my network connections. People are built differently and with that, people connect with people in various ways. I use this to not only find people who I share similar values with but encourage me to grow as well. Now whenever I have my client intake calls, I make sure there is open dialogue not only about the project, but also the goals, struggles, and challenges they wish to overcome. If I don’t feel like I am a right fit, I am open with them or refer them to one of my network of people.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I wouldn’t be where I am today without the inspiration and support from a previous employer, Brightspot Creative. This amazing marketing agency played a monumental role in shaping my journey as a business owner driven by a passion for helping and serving people. When I worked there, it was run by two incredible women who led their business with fun, authenticity, and strategy. For five years, I had the opportunity to work alongside these female founders, watching how they ran their business, engaged with clients, and showcased their talents in both effective and heartfelt ways. When I was ready to extend my education by traveling to Italy for a Master’s in Brand Management and Communication, they were incredibly supportive, which is such a blessing. When I returned to Texas after completing my master’s program, we reconnected as if no time had passed. To this day, we remain good colleagues and friends, supporting each other’s business and client goals.
I am so grateful for the training and support that Brightspot Creative gave me early in my career. I wouldn’t be where I am today without them.
Extensive research suggests that “purpose-driven businesses” are more successful in many areas. When your organization started, what was its vision, what was its purpose?
I believe in businesses driven by purpose, specifically heart. Since the start of Brand Studio Creative, my brand’s mission has been: “We are committed to fostering consistent growth and achieving lasting success for your business with heart, purpose, and strategic focus.”
With every client, every network connection, and every new face that enters my life, I always lead with heart. To many, this is surprising, especially in business, where people are often conditioned to keep their emotions in check and be serious during business hours. However, the more I interact and learn about people, the more I realize that you can not take the heart out of the business when your business revolves around people.
Life is messy. And running a business only adds to the mess. But one constant remains: people. People want to buy from real, authentic people. As humans, we are wired to want to find a connection with those around us. So why not bring that into your business? Why not bring more of your heart, your passions, and your dreams into what you do? I have found that the more I authentically connect with my clients, the more my clients trust me, and the more they return.
Thank you for all that. Let’s now turn to the main focus of our discussion. Can you share with our readers a story from your own experience about how you lead your team during uncertain or difficult times?
Empathetic listening is such a powerful tool that not all business owners recognize in the workplace. So many business leaders detach themselves from the hearts of their employees, causing them to lose sight of what makes their employees happy, sad, angry, frustrated, or stressed.
This is why I have built my business on leading with heart as its core. I lead with authenticity and transparency and encourage my team to do the same. When I am struggling or stressed, I share that with my team so they can understand if some of my actions seem abrupt or short. When I am suffering from a migraine or illness, I lean on my team for support and encourage them to be open and honest as well.
Now, this doesn’t mean I share private or personal things or expect them to share anything that would make them uncomfortable. This simply means that we keep open lines of communication, so when someone in the team needs help, they aren’t afraid to ask for it. Keeping this communication flowing has not only strengthened the bond between the team members but has also contributed to the growth of my business.
Did you ever consider giving up? Where did you get the motivation to continue through your challenges? What sustains your drive?
Of course. I think we have all thought about giving up or throwing in the towel at some point. Life is messy and hard, but we find ways to go on. When times of stress come on, I do a few things to help get me back on track and reconnect with my passion.
First, I always take a step back. This typically involves physically stepping away from my office or business to gain perspective on the complexities of life. At this stage, I enjoy getting cozy on the couch and reading a fantasy book, playing a video game that challenges me with a different kind of puzzle, or going outside on a long walk with my husband and dog. The act of physically stepping away often gives my brain the ‘bigger’ break it needs from my business, allowing me to come back with more inspiration and clarity.
If that doesn’t work, I then focus on things in life that inspire me. This usually involves doing something active with my hands or researching. I enjoy creative outlets such as drawing, painting, crocheting, puzzles, or playing with clay to name a few. Or if I am not in the mood to do something hands-on, I shift to research or look at things that inspire me. This could be researching fellow designers in my industry, discovering other artists around the world, or reading inspirational books.
These practices frequently help drive me back to my passion and the amazing clients that I work with.
I’m an author and I believe that books have the power to change lives. Do you have a book in your life that impacted you and inspired you to be an effective leader? Can you share a story?
I LOVE BOOKS! Some of my most inspirational and favorite books don’t always revolve around business.
One of my all-time favorite books that made me laugh out loud as I was reading it is Let’s Pretend This Never Happened, A Mostly True Memoir by Jenny Lawson. This book is such a fantastic read, it makes you feel like you are sitting across the author as they share fun and memorable life stories. I have read and recommended this book so many times, and it always brings me joy and laughter.
Two design books that I adore for inspiration are Made by James: The Honest Guide to Creativity and Logo Design by James Martin and Draplin Design Co.: Pretty Much Everything by Aaron Draplin. These books never fail to inspire me in the world of design. I have personally met both of these designers and even participated in workshops with them. Their passion and appreciation for humanity are so inspiring as a business leader that I frequently think about them when running my own business.
Two business-related books that I adore are Building a Story Brand by Donald Miller and Mind Your Business by Ilana Griffo. These books offer a fantastic insight into developing your business with proven, effective strategies that you can implement immediately. I had the opportunity to do a workshop with Ilana Griffo and her partner, Katie Johnson, of Good Type, and their approach to business strategy in an artistic world was so useful as a designer. Ilana Griffo’s workbook made the nuances of starting your own business feel less intimidating and more achievable.
My current reads are Onyx Storm by Rebecca Yarros, One Dark Window by Rachel Gillig, and The Apothecary Diaries, Light Novel Vol. 11 by Natsu Hyūga. I also just finished reading the Scythe Trilogy by Neal Shusterman, which I enjoyed very much.
As you can tell, I absolutely enjoy reading!
What would you say is the most critical role of a leader during challenging times?
I would say that a leader’s most important role is to bring clarity and calm to their team. During tough times, people look to leaders for guidance and reassurance. For me, it’s about being honest about the challenges that we are having to navigate through while providing a clear path forward. Showing empathy to the team and staying positive helps build trust while keeping your team united and focused on shared goals.
When the future seems so uncertain, what is the best way to boost morale? What can a leader do to inspire, motivate and engage their team?
I believe the best way to boost morale is to show your team they’re valued. Making sure small wins are celebrated or simply thanking someone can make a big difference. Communicating openly, sharing updates, listening to your team’s concerns, and involving them in decisions is crucial. Help them see the bigger picture and remind them why their work matters. Being appreciated and included can help people stay motivated and engaged, even during tough times.
What is the best way to communicate difficult news to one’s team and customers?
While it’s not easy to deliver tough news, being honest and compassionate can make a huge difference. Begin by providing a clear explanation of the situation; don’t sugarcoat it, but concentrate on solutions and next steps. Make sure your team or customers are aware of the actions being taken to address the issue and its impact on them. Always leave room for questions and feedback, and stay accessible and supportive throughout the process, showing that you’re committed to navigating the challenges together.
How can a leader make plans when the future is so unpredictable?
Through uncertain times, flexibility becomes your best friend. Don’t limit yourself to rigid plans, set short-term goals that allow you to adapt as things change. It’s useful to plan for different scenarios, from best to worst, and everything in between, so you’re never caught off guard. Having your team involved in the process can reveal angles you may not have considered yet. Being adaptable and open to change is the key to being able to adjust your path as new challenges or opportunities arise. Being prepared while also being flexible is what it all boils down to.
Is there a “number one principle” that can help guide a company through the ups and downs of turbulent times?
For me, adaptability is the key to weathering any storm. The companies that thrive during uncertain times are those that remain flexible while staying true to their mission. The goal is not to abandon your core values but rather to find fresh and innovative ways to satisfy your team and customers’ needs and keep moving forward. I’ve seen firsthand how focusing on solutions and being open to change can turn even the most difficult challenges into opportunities for growth. Adaptability is not just a smart thing to do, it’s vital for long-term success.
Can you share 3 or 4 of the most common mistakes you have seen other businesses make during difficult times? What should one keep in mind to avoid that?
Of course! I have noticed a few recurring missteps that can really hurt businesses when times get tough:
- Staying Silent: I think a lack of communication is truly one of the biggest mistakes. When businesses fail to keep their teams and customers informed, it can lead to confusion, frustration, and a lack of trust. To avoid this, be transparent, even if the news is difficult to share. People appreciate honesty and knowing what to expect.
- Resisting Change: Holding to “the way we’ve always done it” can truly be a downfall. The businesses that struggle the most are often those that resist considering new ideas or strategies. Adaptation is critical during challenging times, whether it’s adopting new technology, rethinking your products, or shifting your approach to customer engagement.
- Cutting Key Investments: While it is sure tempting to reduce budgets, cutting back on essential areas like marketing, innovation, or team training can hurt your long-term growth. Instead of drastic cuts, focus on optimizing costs while continuing to invest in what drives your business forward.
- Neglecting Team Morale: If businesses overlook the emotional well-being of their team, it leads to burnout, disengagement, and even high turnover. Make sure to regularly check in with your team, acknowledge their efforts, and show genuine appreciation. A motivated and supported team is more resilient during tough times.
Based on your experience and success, what are the five most important things a business leader should do to lead effectively during uncertain and turbulent times?
- Communicate Openly
Communication is key. It is better to over-communicate than under-communicate. This doesn’t mean overwhelming your clients or employees, but it’s better to keep everyone in the loop on key things, both in business and external factors in your workplace. Keeping an open line of communication not only builds trust but also boosts morale, keeping everyone on the same page. - Stay Flexible
Be like the ocean, there is always a certain ebb and flow to business, especially in today’s ever-changing world. Staying open to flexibility in your business tasks, as well as your employees’ lives, helps your business remain above the waves calmly rather than getting caught in the undertow of business stresses. - Prioritize Innovation
I love doing research. I love learning new, innovative approaches to design and business, something I constantly encourage in my team. Keeping open lines of communication allows us to research new innovative ways to do tasks and business. Innovation is key to staying flexible as business landscapes continue to evolve. - Focus on Relationships
With every team member, client, and interaction, I focus on how I can bring my core value of heart into building meaningful relationships. One way I do this is by embracing a value instilled in me by my late mother, serving others not for personal gain but to help improve their lives. I love empowering others so they feel seen, heard, and valued, whether in their business journey or personal endeavors. - Lead with Empathy
Empathy and compassion are the driving forces behind my business. By effectively listening with empathy, I strengthen client relationships built on mutual trust and understanding. Many of my clients thank me not just for my design work, but for taking the time to truly listen to their pains, struggles, and challenges. This, in turn, gives them confidence and relief, knowing that they are supported. Seeing that impact fills me with joy and lets me know I am doing the right thing in my business.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“You can do anything you set your mind to, even if you need a little help”. This is something my mother used to say to me growing up. She always had big dreams and aspirations for my life, but she was also a realist. She understood that life is messy and hard, and no one can do everything on their own.
It’s ok to ask for help when you need it, but don’t only ask for help when you are not willing to also offer it to others. Every day, I enjoy helping my clients achieve their goals while also recognizing when I need to reach out for support. By embracing this mentality, I have reached out to my network and friends for guidance and advice when I know I can’t do it alone.
Following this mindset has not only strengthened my relationships but also boosted my confidence in both life and business.
How can our readers further follow your work?
On my website https://www.brandstudiocreative.com/, I have set aside a section to share my insights on branding, website development, and other everyday queries. Additionally, on my Instagram account https://www.instagram.com/brandstudiocreative/, and Facebook account, https://www.facebook.com/brandstudiocreative, I have dedicated a space to provide useful tips and tricks on branding and web design. I have even created a series called “Branding for Dummies,” where I answer various questions that people outside the industry might find helpful. I encourage your readers to take a look!
Thank you so much for sharing these important insights. We wish you continued success and good health!
Katie Smetherman Holmes of Brand Studio Creative On Five Things You Need To Be A Highly Effective… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.