Ep. 309 - In this episode of Trailblazers Impact, Nan McKay sits down with Ericka Saurit, the founder of Saurit Creative, a boutique brand marketing agency. Ericka shares her insights on brand building, the importance of storytelling, and her unique concept of being a "creative renegade." Discover strategies to transform your business into an unforgettable brand and learn about the emotional drivers that influence consumer behavior in the home industry.
As a global brand marketing leader, she has overseen digital product development and brand strategy at Airbnb in San Francisco, created immersive physical and virtual brand experiences for Tag Heuer,
Estee Lauder, and Procter & Gamble as well as top home and lifestyle
brands around the world to develop award-winning brand messaging and
engagement campaigns.
Her background in interior design and marketing has made her passionate
about helping businesses transform into unforgettable brands.
Takeaways
- Emotional Connection is Key: Ericka emphasizes creating an emotional connection with your audience. She identifies five core emotional drivers—Belonging, Being Seen, Purpose, Hope, and Wonder—that influence consumer behavior in the home industry.
- Consistency in Brand Messaging: A consistent and clear brand message across all platforms is crucial. Ericka advises starting with a strong brand foundation to ensure that every touchpoint, from social media to word-of-mouth referrals, aligns with your core values and message.
- Invest in Industry-Specific Expertise: Hiring a marketing partner with expertise in your specific industry can make a significant difference. Ericka highlights that specialized knowledge helps craft effective and resonant marketing strategies tailored to your business's unique needs.
"Becoming a creative renegade is really about just believing in the power of your brand to help you excel in your marketing." - Ericka Saurit
KEY MOMENTS
01:42 Defining a Creative Renegade
05:25 The Power of a Brand Story
05:37 Storytelling Framework for Brands
10:06 Emotional Drivers in the Home Industry
21:36 Common Mistakes in Brand Building
25:00 Financial Considerations for Branding
27:06 Importance of Industry-Specific Expertise
29:10 Services Offered by Saurit Creative
CAREER
In 2020, after a 20-year global career in interior design and marketing, Ericka
Saurit founded Saurit Creative with a mission to support and elevate brands
across the entire home industry. Ericka believes that the more clients and
customers who understand the value of working with a designer, the better
world we’ll create for everyone.
Ericka began her career as an interior designer, working with ESI (now NBBJ)
in New York and Ralph Appelbaum Associates in Beijing for numerous cultural
and hospitality clients throughout Asia, the United States, and Europe, and
transitioned to a career in marketing for home brands in 2012.
As a global brand marketing leader, she has overseen digital product development
and brand strategy at Airbnb in San Francisco created immersive physical and
virtual brand experiences for Tag Heuer, Estee Lauder, and Procter & Gamble in
addition to working with top home and lifestyle brands around the world.
Ericka is an inspiring and motivating public speaker—frequently invited to
lead industry discussions on marketing, brand strategy, and storytelling at
conferences in the US and abroad. A southerner at heart and traveler by trade,
she maintains residence in North Carolina and the south of France.