Building Brands Before The Blueprint: Evolution of Influencer and Brand Marketing

Episode 15: Building Brands Before The BlueprintEvolution of Influencer and Brand Marketing with Kristin McClement and Kirby SmithEpisode Overview In this inspiring episode of Founders & Fortitude, host Audrie Dollins sits down with Kristin McClement, President of Arden St. Clair, and Kirby Smith, branding and marketing strategist, to reflect on the early days of influencer and brand marketing.At a time when there was no clear blueprint, these trailblazers worked within public relations, influencer management, customer service, and marketing growth to curate an ecosystem that shaped today’s creator economy. Together, they share stories of navigating brand negotiations, learning from both successes and setbacks, and building companies that helped define how brands and influencers collaborate today.Listeners will gain insight into how an undefined industry grew into a thriving marketing channel that continues to evolve, along with the lessons learned from those who were there at the very beginning.Key TakeawaysBuilding Without a Blueprint: How influencer and brand marketing emerged before clear processes existed.The Power of Collaboration: Why aligning PR, influencer voices, social media, and customer service created long-term growth.Lessons from Negotiation: The reality of structuring partnerships between brands and creators in the early stages.Growing with the Industry: How setbacks, adjustments, and persistence led to sustainable campaigns and thriving companies.Influencing the Future: The role professionals like Kristin and Kirby played in shaping today’s creator economy.Notable Quotes “Influencer marketing wasn’t written down in a handbook when we started. We built it as we went.” – Kristin McClement“The best campaigns weren’t just about sales. They were about connection, story, and growth for both brand and creator.” – Kirby Smith“Every misstep became a roadmap for the future. Success comes from learning, adjusting, and trying again.” – Audrie DollinsLinks & ResourcesConnect with Kristin McClementEmail: [email protected]: @kristin_mcclementLinkedIn: Kristin McClementKristin’s RecommendationsHow to Win Friends and Influence People by Dale CarnegiePodcasts: Aspire with Emma Grede, Building Brand AdvocacyNewsletters: Marketing Brew, Girlboss DailyConnect with Kirby SmithEmail: [email protected]: Kirby SmithKirby’s Recommendations#Girlboss by Sophia AmorusoNormal Gets You Nowhere by Kelly CutroneLeave Your Mark by Aliza LichtGuestsKristin McClement – President, Arden St. ClairKirby Smith – Branding and Marketing StrategistHostAudrie Dollins – Founder & CEO of AD Media Group, Marketing StrategistFinal Note This episode is a masterclass in building before a blueprint existed. Whether you’re an influencer, brand founder, or marketer, Kristin and Kirby’s stories will inspire you to approach challenges with creativity, persistence, and vision. Their experiences remind us that the creator economy wasn’t given to us, it was built, and it continues to evolve with those willing to lead the way.