Answering the Call with Chloe from Chloe's Countertop
One thing we love about the Chloe's Countertop brand is how real it is, like check your ego at the door and invite our fears in for a cup of coffee. It's a personal brand that seems so confident and yet so inviting, so we wanted to know the secret to how Chloe created such a seamless and refreshing brand in a world of insta-perfection.
As a holistic nutritionist, you've created a brand for yourself that seems a bit more 'lifestyle'. Did you have to sit down and think about how you wanted to present yourself to the world and everything that you wanted to include? Or was it more of a natural evolution?
Chloe's Countertop truly has been a natural evolution in terms of what the brand and business is now and what it started as. I would love to say that I planned it all out and knew what each stage would look like, but that's just not the way it goes with business, is it? Especially when your business is an extension of who you are; a personal brand. Chloe's Countertop really started as a vegan food and recipe platform. It was all about recipes, story, and photography. Those elements are still in the brand and a part of what it represents- but as you say, it is certainly more in alignment with a lifestyle brand. I never intended on Chloe's Countertop becoming a business. I just started it as a way to express myself, share my story (and what was coming up for me) and to share all of the amazing new recipes that I was becoming acquainted with and excited about.
Podcasting is something you do that not many other nutritionists or brands do, can you tell us how you started doing it and how it supports the goals of your brand?
Again, the podcast wasn't planned. When I was in Dubai I was a guest on a radio show that included conversations on health and holistic wellness. I remember being so nervous before the show (live show with live calls and messages to answer), and feeling so excited and tapped in afterwards. People would say "Chloe you are made for radio!" and "You have a radio voice!" I suppose the seed was planted. From there, I was a guest on various different podcast shows and really enjoyed the medium of podcasting and having recorded conversations to share with a community. Conversations about topics that I was passionate about and could speak for hours on. The show really shifted things for me was Madelyn Moon's Mind Body Musings. After my episode on her show, I received a lot of emails and messages from her community, relating to my story, and asking to work with me.
Things really happened when I moved back to Vancouver from Dubai and decided one day to start a podcast. I quite literally asked my brother what he thought, took it as a "yes" and set it all up in 1 day. That's my kind of work style-when I get excited about something and feel called to do it, it's basically happening.
What has been the most effective strategy or medium for you to promote your business, support your mission, and reach new people?
I would say that it is a balance of my podcast, community events, and teaching It's always so powerful when you can create a personal connection and be seen as a "human". When others can relate to your story and connect to your work on a personal level- change happens.
What's the most surprising thing you've learned since becoming an entrepreneur?
I would say that there are a LOT of surprises in this space. One of the biggest though is how quickly you can shift from being an amateur to an expert in something. When something new comes to my space, it feels foreign and scary. And then a huge shift takes place when I make the decision to go for it and try it out (at the risk of not doing a good job or "failing") and it always ends up working out and I find myself on the other side- confident and comfortable. So if there is something that you feel drawn to doing, but you are scared to do it because you don't know how to or if you can do it successfully- try it out! When I first started doing Conscious Conversation Podcast- I had NO idea what I was doing. But I just went for it, did some research and jumped. And now I feel comfortable and confident what the show is and where it is going.
What can we expect next from Chloe's Countertop?
So far 2017 has been a really exciting and fun year for Chloe's Countertop. This really is a big year of growth and expansion. Taking risks, pushing the limits and really creating a name and connection for the brand on a more global (and local) scale. So, more events, more retreats, maybe some products, and lots of amazing podcast fun. And certainly lots of travel!
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