You’re Not Lost, You’re Becoming Her: How Katie Left Corporate and Built a Brand With Soul | Dream Big with Amy

In this inspiring episode of Dream Big with Amy, host Amy sits down with Katie Smetherman Holmes, founder and CEO of Brand Studio Creative, to explore how she left the corporate world, travelled to Milan to refine her craft, and returned to build a brand that’s authentic, strategic, and soulful. Katie shared her journey of personal growth, navigating grief, and stepping into her power as an entrepreneur while helping other women to do the same.

Here are three key takeaways from their conversation:

LEAD WITH HEART, NOT JUST VISUALS

Katie emphasizes that successful branding goes far beyond logos and color palettes. A brand’s foundation, mission, values, market research, and target audience are what give it depth and meaning. She encourages entrepreneurs to start by clarifying these elements before worrying about the visual components. This approach ensures that every design choice is internal and aligned with the business’s purpose.

“Whenever someone says, ‘I’m creating a brand,’ the first response is always, ‘Oh, do you have a logo?’ But branding goes so much deeper than that.”

– Katie Smetherman Holmes

Katie points out that logos alone don’t communicate the essence of a business. True branding begins with understanding your mission and values, allowing your visuals to reflect your purpose naturally. It’s about creating a brand with layers, messaging, strategy, and design that work together to connect authentically with your audience.

“Think about scrolling through social media: when someone shares a vulnerable moment that resonates with you… It creates a real connection.”

– Katie Smetherman Holmes

Katie highlights that people crave genuine human experiences. By embracing authenticity, entrepreneurs can build relationships based on empathy and relatability rather than algorithms or superficial trends. True engagement comes from showing up as a human, not just a brand.

START, PIVOT, AND GROW

Fear often holds entrepreneurs back, but Katie reminds listeners that progress happens in small, intentional steps. Starting your brand, even imperfectly, creates momentum. As circumstances change, pivoting your strategy is not a failure; it’s part of growth. She also highlights the importance of giving yourself grace during challenging times, whether due to personal loss, health struggles, or unexpected business difficulties.

“ Even early in the process, or even if you’ve been in business 25 years, things change… Recognizing when you need to pivot and taking those steps isn’t a failure; it’s simply a different path that allows you to keep moving forward.”

– Katie Smetherman Holmes

Katie encourages entrepreneurs to embrace flexibility. The journey of building a brand isn’t linear; adjusting your path, learning from setbacks, and celebrating small wins are all essential parts of building a sustainable, authentic business.

Katie Smetherman Holmes demonstrates that building a brand with soul is about strategy, authenticity, and human connection. Entrepreneurs who embrace these principles can create businesses that are both visually compelling and deeply meaningful. To hear the full conversation and get even more insights, listen to the full episode of Dream Big with Amy on Spotify or Apple Podcasts, and discover how to step into your power while building a brand that truly reflects who you are.

XOXO, Katie