Ashlee Kleinschmidt is the founder and owner of two successful beauty and lifestyle brands—Muah Makeup and Lash Bar, and LuxeXII Lifestyle. Like many people, she began with a dream, and she is able to leverage her vision, talent, and drive to deliver exceptional client experiences every day.
For anyone thinking about launching their own business, Kleinschmidt offers insightful advice for building and growing your brand.
- Do what you love—but remember your audience
When you are first considering what type of business you want to create, it is best to begin with what you love.
“What can you do with your eyes closed?” Kleinschmidt says. “Is it baking, creating home goods, are you into health and wellness, good with beauty, or do you love to style? What can you do or create, morning, day, and night, because you love to do it?”
Often, this answer will come immediately. Perhaps it is the idea that you have been thinking about for years, the concept that you daydream about. Once you discover (or articulate) what you love, it’s time for the important next step: finding a market.
“Do you see who your audience or market would be?” Kleinschmidt says. “If the answer is yes, it’s time to start brainstorming ideas.”
- Create a plan
Having the right idea is a great start, but if you don’t write down your thoughts and truly map out your vision, it will live (and die) in your head.
“When I opened my first business, Muah Makeup and Lash Bar, I had so many notebooks full of ideas,” Kleinschmidt says. “I would sketch out my vision, write down my marketing ideas, and eventually I turned that into a business plan.”
When she was opening her new business, LuxeXII Lifestyle, she remembered awakening at 2am, restless. Instead of fighting insomnia, she used the time to draw out her floor plan on her laptop.
“There is no ‘work schedule’ when you’re an entrepreneur,” Kleinschmidt says. “Allow your ideas to flow, record everything. You never know what golden idea you may be sitting on.”
- Let go of fear
Of all the steps to being an entrepreneur, Kleinschmidt considers this to be the most difficult.
“Being afraid of failure or judgment is the number one reason people don’t carry out their dreams,” Kleinschmidt says.
Instead of dwelling on what other people might think about the business, Kleinschmidt encourages people to focus on the business itself.
“Is it on your mind all day, and do you go to sleep thinking about this vision?” Kleinschmidt says. “If the answer is yes, then you owe it to yourself to try. You can’t live your life with regret, just because you care about what other people might think.”
- Don’t overshare your dream
Although Kleinschmidt says that people launching new businesses should not fear what other people think, she also cautions against sharing all the details with everyone—especially before the business is ready.
“In the beginning of my career, I used to tell everyone I knew what was next,” Kleinschmidt says. “But I’ve learned that not everyone will be as excited for you and your project. People can send bad vibes even if they don’t realize they’re doing it.”
Especially in the early development stages, it is important to maintain your excitement and enthusiasm, and to preserve the clarity of your vision. Instead of announcing your plans to everyone, Kleinschmidt recommends telling three trusted allies who will support you through the process.
“And when the time is ready, you can celebrate with anyone who will listen!” Kleinschmidt says.
- Be yourself
Your business is a direct reflection of who you are, of your dreams and values. Do not compromise those values when you launch your new brand.
“You need to be honest with yourself, don’t be someone you’re not,” Kleinschmidt says. “There are a ton of people who copy what they see online, but nothing lasts when it’s someone else’s idea.”
You began your entrepreneurial journey with a specific vision. What will lead to success if your commitment to that journey.
“Be you, and do you,” Kleinschmidt says. “Because there is only one of you.”
To learn more about Ashlee Kleinschmidt and her successful brands, visit Muah Makeup and Lash Bar and LuxeXII Lifestyle.
