Today we’d like to introduce you to Jenna Johnson.
Jenna, can you briefly walk us through your story – how you started and how you got to where you are today.
I started White and Salt in 2015 not knowing a thing about running a business or how to get clients (apart from what I learned in my business classes at PLNU). All I knew was that the type of career I wanted was available for the taking- I just had to create it. I remember that first day working on my own and how the freedom almost felt awkward but I loved it from day 1. I was lucky that I booked my first couple of clients pretty easily – they were both peers from my school days looking to start something too. I loved those first two clients since we were all just starting out, it felt like we were in this journey together and I loved being a part of their story.
After that, I started booking clients pretty consistently and my business grew organically. Most of my clients came from Instagram and referrals. I got in a good rhythm and knew how to deliver what people came to me for.
A few years into my business, I started to feel antsy. I felt like I wanted to grow but felt stagnant. That is when I decided to start applying for design agency jobs. I landed one quickly but it was unfortunately not a good fit. Feeling embarrassed that I couldn’t stick it out, I planned to put my two weeks in after only working there a couple of months.
That is when I came into contact with another creative director in San Diego. He was hired for his small agency and it felt too good to be true. Working for Togetherness Agency was my dream job. The schedule was flexible, I got along with everyone I worked with, the clients were rad, and I grew leaps and bounds both personally and professionally. It was exactly what I was needing and exactly what I was looking for. After being there for a little while, my husband and I decided to start our family. We had our son in May of 2018 and after 3-month maternity leave, I went back to work full time. Going back, I felt so split. I loved when I was working but missed my baby so much. After trying it out for six months, we made the decision that I would go back working for myself again at White and Salt.
And now, you’re caught up. Today was my first official day back at White and Salt and it was perfect. It felt SO right. I know it is right where I am supposed to be. I am incredibly thankful for this crazy career journey I have had and am thankful to be back taking on my own clients with this new found perspective and experience that I was able to pick up from working at Togetherness.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There are always struggles. Some months are slower and other months are way too busy. This is normal.
My advice… don’t compare yourself to others on social media. My bad days are directly correlated to when I do this. Just remember that you don’t know their full story – for all you know, they are struggling to book just like you are (even if it doesn’t appear so!).
The second social media stops being inspiring and I start feeling the weight of comparison- I get off of it.
Also, (I am working on this one myself) but it’s okay to not get everything done at once. You don’t need the email newsletter, all the social media channels, the referral program, the website, the perfect IG feed, and all the other marketing strategies out there to get started– allow yourself time to implement that over time and just carve away at that list a little each day. See what sticks and what works for your business then focus more energy there. I guess what I am really trying to say- you don’t need to do it all to be successful and you certainly don’t need to have it all in place at the start.
Please tell us more about your work, what you are currently focused on and most proud of.
I am a graphic designer specializing in brand strategy, brand design and website design. I am most known for my minimalistic and timeless style that won’t leave my clients feeling like they need to rebrand again in the next five years after the trends have changed. I am most proud of my background and skill set – I love design but design is nothing without strategy and thoughtfulness. Every design decision I make has a purpose and is geared towards making the business successful (standing out against competitors and appealing to the ideal customer). There is power in marketing and power in design- it has the ability to sway buying decisions and it’s my job to make sure that the design is working in favor of my client. This is my favorite part of my job.
What sets me apart from others is me. It sounds silly but I work with small businesses and the way I run my business, communicate with my clients, hear their vision and interpret what they say into a functioning design is what makes me stand out from my competitors. No one else can do exactly what I do in the way that I do it and I let that be my biggest asset because it is impossible for it to be duplicated exactly.
For good reason, society often focuses more on the problems rather than the opportunities that exist, because the problems need to be solved. However, we’d probably also benefit from looking for and recognizing the opportunities that women are better positioned to capitalize on. Have you discovered such opportunities?
There is so much opportunity for women in business. Social media and the internet have opened up the marketplace in a way that wasn’t possible before. Literally, it has never been easier to start a business and be successful at it. And I think one of the main ways women are more successful online is their ability to connect with people in a way that goes beyond business – I think that is pretty dang powerful!
Also, as a new mom, I can see firsthand how hard it is to stay in the workforce while raising a little one. Before the internet, I can honestly say that I probably wouldn’t be doing it. BUT we live in different times now- with technology, it is now possible to connect directly with your target market online, post about what you’re selling in minutes, do business at home while raising your family. Being able to do both gives me SO MUCH purpose and I love that as women, we have that opportunity!
Contact Info:
- Website: whiteandsalt.com
- Email: hello@whiteandsalt.com
- Instagram: https://www.instagram.com/whiteandsalt/
- Facebook: https://www.facebook.com/whiteandsalt/
Image Credit:
Renata Amazonas, Togetherness Agency
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