One morning, years ago, I walked into a coffee shop, in the town just North of us, to grab a tea. While I was waiting for it I glanced at the wall and saw a beautiful display of eye catching images. I was immediately drawn to the display and recognized the name Fern & Fog, as being Julianne Eagle’s blog. I recently came across Juli’s beautiful business card, as it was sitting in plain sight, in front of the hair chair at my friend’s salon.

Having come across Juli’s work, in various locations, and gone to one of her wreath making events I wanted to learn more about her work and hear her share her entrepreneurial journey. We sat down one morning and I listened as Juli generously poured out her story and branding advice.

Fern & Fog, Juli’s blog, was started years ago and was what she called her “most fulfilling work”. Having found something that brought her such true fulfillment, Juli's desires to continuously find fulfillment while also creating an income for her family continued to grow.

As Juli’s career in marketing and branding, in the healthcare industry shifted into the food industry she learned about products, wholesale, how to keep a brick and mortar afloat, and keep customers coming in. Through that work Juli started getting invitations to do new and exciting projects, leading her to great fulfillment through consultant work.

Eventually Juli had a clientele base that allowed her to leave her full-time job and still do her due diligence to her family. Her love of food, beverage, tourism, and a calling of the heart to elevate her community lead Juli to start her creative firm, NORTH. Through NORTH she helps clients with websites, logos, and business guidance. She’s also started a curated dining experience called Table Collective.

Table Collective, also referred to as Supper Club, allows Juli to engage the community in a elevated way, bringing chefs or brands to the people. Table Collective combines space, chef, artistry, theme, food, and storytelling, bringing together the best creatives in the area to offer a one-of-a-kind experience.

I invite you read snippets from our conversation and drink from her creative cup of knowledge below:

Entrepreneurship can be a roller coaster of great highs and sometimes lows, requiring a strong commitment. What keeps you going when you have second thoughts?
I really enjoy it. The support of my family means a lot. When I struggle and wonder how I ever left a comfortable full-time position for some extremely challenging endeavors , I do look to my family and check in on what they perceive. From my family, to core supporters, I do an emotional check in to see if the challenges are worth it. And, for now, they ultimately are.

There is a sense of stability, a safety-net of sorts, when working for someone else that has to be intentionally curated when you work for yourself. How have you found it’s affected your family shifting from a standard job of working for someone else to working for yourself?
My oldest son is 9 and in school and my youngest son is 5 and in daycare. Real money issues come up when half of your income goes to childcare. And, we’ve had a few moments when I am between clients and I’m thinking, "should I bring my son back home so we can save some money?" There is a sense of fear in not doing enough, or not earning enough.

But what I have learned with help from my husband and partner, is that being happier also means being more present and more of an equal contributor to the partnership. There really isn't enough money in the world to replace the feeling of being truly present.

Many jobs allow you to walk out the door at 5:00pm, leaving the day and the obligations behind, until 8:00am the next day. Work hours can vary when you work for yourself. Have you always set standard work hours?
In the beginning I worked my day job and then at night I worked on my business and projects. I was constantly working much longer than 5:00 pm attempting to cover all my responsibilities. Now, I work less hours and they are organized around my business and client needs. By working for myself I have ended up saving more hours for myself and my family.

How do you figure out your time?
I try to be wrapped up by the time I pick up my 5-year-old. But if the weather is good and his neighborhood buddies come over and want to go to the park then I follow them with my laptop or phone, trailing behind in the digital world. I like my evenings to relax too, so it's really rewarding to switch from work to dinner to wine and bed! Wine-and-bed is a big motivation for me.

People often have a craft they excel at honing or a business idea but don’t know where to find the help or inspiration they need to press go. What were the resources you that you leveraged to get your businesses started?
It was important to me to not transition from my full-time day job to my own business until my business income could cover the important bills my day job covered. That took a lot of time, and then a lot of trust. Before I was even at that place I learned organization is key. I rely on programs to help with invoicing and payment tracking, time tracking, and Google Drive (for all things). I created a website, logo, and had a business plan going before I dove in. I read a lot of books, listen to podcasts, and TedTalks. (Juli referenced the book Designing Your Life: How to Build a Well-Lived, Joyful Life)

There are billions of people in the world and we can’t be all things to all people or serve everyone. How did you determine who your target market was going to be?
Maybe I am like a lot of creatives. But, I can have a hard time focusing my passion, I see pretty things and say “I want to do that.” Which has turned into, "I like that. I can do that." It takes daily prioritizing on my part to make sure I am working on projects that meet my core values and passions. I know now that I love storytelling, food, events, and creative problem solving marketing goals.

Juli has some tips for entrepreneurs who excel at their trade but don’t know where to start with branding themselves, their product, or business to set themselves apart from others in the same industry.

You created your own branding. How did you go about determining what your brand was going to be?
I practice digital mood boarding. I try to see the connection between what I’m saving between Pinterest and Instagram categories. There’s always a theme. I’m always trying to find the common story, whether it be color, tone of voice, or photography being taken. Draw from the connection and create a mood board.

What do you think is the most effective marketing and advertising?
The best way to market yourself is to be yourself completely in your content and writing. Creating content that reflects your own personal brand. Creating blog posts that are always true to your voice and story. Be active and consistent on Instagram or Facebook and put out real messages into the world. Boost your social media posts that you’ve put effort into.

Make sure, if you have an actual product, your packaging is designed well. When your product is on the shelf at the super market your first impression is the only way to land a grocery basket. Invest in a good designer to help you with your product and brand. They’ll take from your voice, style, story, product, and elevate your brand to compete at a high level. Worth every penny!

Is there such thing as being too real?
I think now, in 2018 the more real and honest you can be the better it is for you and everyone else, especially your audience. You don’t ever want to portray yourself as someone you’re not because then you’ll attract the wrong audience that may not support you if one day you actually were yourself. The more you can put yourself out there the better.

Don’t try to be who you want to be in your mind. It’s always good to surround yourself with those that inspire you to keep reaching for your goals but always be true to your voice and be consistent.

What suggestion do you have for someone that is just starting out in branding themselves in whatever market they are wanting to go into?
Try to be yourself and be unique. By being yourself, you’ll be unique. Look for inspiration, yes. But, also put on the blinders to your direction comparisons and do what you feel in your gut and in your business sense is the right route to pursue.

Is there anything you wish you had known before starting out?
I don’t know if anyone could have stopped me from doing what I have done because I’m more stubborn than I realized. I had this feeling that as soon as I started working for myself I’d be happy. But it’s also not that simple. You struggle with guilt on the quiet days and feel like “I should be working 8 hours a day” and in those moments I have to work on things that make me feel good: mood boards, brainstorm new projects, go for a walk, practice yoga, or do some simple tasks that will boost my self confidence.

What you think women need to hear?
Your happy self is your best self. You can be a better mother, partner, employee, CEO if you are happy. Just invest in your happiness so you can be your best self for you and everyone else.

That was a practice Juli implemented after listening to an interview Kristen Bell did with her husband. The focus was on choosing Happiness Over Suffering. Juli recites “Happiness Over Suffering” to herself when she feels the pressure in moments of crisis and the choice becomes simple.

For now, Juli says “I’m just exploring something that I enjoy and feels good, whether or not I get paid to do it, it feels right and I want to keep exploring it as long as I can.”