By Lauren Bayne
True branding can’t be contained in a template or distilled into a formula. It’s an art of uncovering and creatively expressing the unique stories that lie at the heart of every individual and business. This has been my gift – and my passion – throughout my life, from crafting award-winning ad campaigns to helping entrepreneurs find their voice.
Along the way, I’ve discovered that the most unexpected life experiences – from motherhood to caregiving – have honed my ability to see, understand, and articulate the authentic core of a brand. This is my story of how a little girl with big dreams grew into a woman who helps others shine their light on the world.
Imagine a determined little girl, her small hand gripping a briefcase instead of a backpack, marching down elementary school hallways with a vision far beyond her years. That was me, already dreaming of a world where I could help people shine. Little did I know, this childhood aspiration was the first thread in a tapestry that would become my life’s work.
Fast forward through years of hard work and determination, and there I was, crafting award-winning campaigns for giants like Southwest Airlines and AT&T. I had “made it” by conventional standards, but something stirred in my heart. The glossy ads and catchy jingles, while effective, couldn’t fully satisfy the depth of impact I longed to make.
This restlessness led me to take my first leap into entrepreneurship. I founded an Outdoor Adventures company for kids, driven by a desire to create opportunities for children to be kids again, to explore nature’s playground and all the outdoor activities that surrounded them. It was about crafting experiences that could shape young lives and create lasting memories.
This venture allowed me to make a different kind of impact, one that felt incredibly personal and tangible. I was on fire with enthusiasm, eager to do my own thing and channel my creative energy in this new direction. It was exhilarating and terrifying in equal measure, but it gave me a taste of the profound connection I could foster when I engaged with people on a more personal level, helping them interact with the world around them in meaningful ways.
Life, in its infinite wisdom, decided to expand my perspective even further. I found myself in Santa Monica, California, cradling a newborn, my world simultaneously smaller and infinitely larger than it had ever been. In those quiet moments of 3 AM feedings, rocking my baby and watching the moon hang low over the Pacific, I felt my identity shift. Who was I now? A mom? An entrepreneur? Both? Neither?
It was during this time of profound change that I began to see the true power of personal stories. The way a mother’s eyes light up when she talks about her child’s first steps. The pride in a father’s voice as he describes teaching his daughter to ride a bike. These weren’t just anecdotes; they were brands in their purest form – authentic, emotional, deeply human.
As I juggled client calls and diaper changes, I started to see my “mom skills” in a new light. The empathy I developed trying to understand my toddler’s tantrums translated directly into understanding consumer behavior. The ability to find creative solutions on no sleep became my superpower in brainstorming sessions. Motherhood wasn’t detracting from my professional life; it was enhancing it in ways I never expected.
This realization led to another pivotal moment in my journey. After moving back to Austin with two kids in tow, I founded “Offspring,” an ad agency focused on family-oriented brands. It was the perfect blend of my professional expertise and personal experiences. I was creating campaigns that resonated with real families because I was living that life every day. The late-night strategy sessions fueled by Diet Dr. Pepper and the creative breakthroughs that happened during school pickups – it all fed into the work, making it richer and more authentic.
The success of Offspring opened new doors. I found myself transferring the skills I’d honed running my own agency back into the corporate world, this time with a richer perspective. I took on an in-house agency role for a bit, and then eventually became Chief Brand Officer for a thriving company. I was at the top of my game, blending my corporate expertise with the authentic, family-focused approach I’d developed. Life seemed to be falling perfectly into place.
But it had more lessons in store for me. When both my parents were diagnosed with kidney cancer, and my mom battled dementia simultaneously, I found myself navigating a labyrinth of hospital visits, school runs, and work commitments. In those moments of near-breaking, I discovered a well of strength I never knew I possessed.
Each of these experiences – from the highs of creative success to the lows of personal struggle – was shaping me, preparing me for a calling I couldn’t yet see. I was learning that the most powerful stories, the ones that truly resonate, come from a place of vulnerability and truth.
When I returned to branding after this whirlwind period, I had a new perspective. I began to see that the principles I’d used to build product and service brands could be even more powerful when applied to people. The authenticity I craved in my campaigns could be fully realized when working with individuals to tell their unique stories.
Take Scott, a communications expert who approached me with a solid strategy and business model, but struggled to express it to the world. Behind his successful career guiding Fortune 500 companies was a man who had battled crippling anxiety outside of the spotlight. As he shared his vision for The Ramey Method, I saw that same spark I once felt as a little girl with big dreams. That’s when everything clicked. I realized my role was to translate his powerful story and methodology into a brand that would resonate.
Together, we developed a comprehensive suite of assets – from visual identity to messaging – that authentically captured his journey from masked confidence to genuine empowerment. Witnessing Scott’s brand come to life, now effectively sharing his hard-won wisdom with others who struggle to find their voice, reaffirmed why I do what I do.
At that moment, everything clicked. Every step of my journey – from that little girl with big dreams, through the highs and lows of corporate success, the transformative power of motherhood, and the deep empathy born from caregiving – had led me here. To this beautiful intersection of personal story and professional impact.
I realized that my true calling wasn’t just in creating clever campaigns or catchy slogans. It was in helping amazing people share their gifts and mission with the world. It was about using the skills I’d honed in the corporate world to amplify the voices of individuals who had something valuable to offer.
To my fellow working women, and to anyone who feels like their personal and professional lives are at odds, I say this: Your experiences – all of them – are not distractions from your path. They are the path. They’re shaping you, preparing you for a calling that might not yet be clear.
The future of branding, I believe, lies in this beautiful synthesis of professional expertise and personal experience. It’s about creating brands – whether for products, services, or individuals – that reflect the depth and complexity of real life. Brands that don’t just sell, but connect. Brands that make people feel seen, understood, and inspired.
As I continue this journey, I’m filled with the same excitement I felt as that little girl with her oversized briefcase. But now, I’m not just dreaming about making a difference – I’m doing it, one personal brand at a time. Our journeys, however winding, prepare us for something beautiful. So embrace your story, with all its twists and turns. Because that story – your story – is the heart of your brand. And it’s more powerful than you know.
Lauren Bayne is the Founder and CEO of The Creative Brand Refinery. In her collaborative community, founders, at any stage of their growth, gain confidence in their brand, to build it and share it with the world. They receive support and encouragement to enrich themselves and their business from Lauren and other members of the group. Over the course of her 25-year personal and professional history, Lauren came to understand the paramount importance of authentic expression. Her background in advertising began with esteemed Fortune 500 brands such as AT&T, Pennzoil, Southwest Airlines and Chili’s. Seeking more for her own self-expression, Lauren embarked on her entrepreneurial path. She delved into assisting fellow founders, working with brands SmartyPants Vitamins, Deep Eddy Vodka, Nui Organics, Lodgewell, Safe Kids and Betty Sport. Lauren is passionate about helping females find ways to strengthen their creative minds and define their brands.
