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April J. Baynes
The Jewel Marketing Company
Your Brand Must Be Authentic
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Professional marketing visionary, digital marketing entrepreneur, personal brand strategist & consultant with 9+ years of experience in marketing strategy, project management, digital marketing and analytics, and brand awareness in various industries. Queenpreneur April J. Baynes. ​ The Jewel M Co. has been making inroads in the digital marketing arena virtually and internationally since May 2010. Founded and directed by April J. Baynes. Parent company, The Jewel M Company LLC., forms an innovative team of digital, social media marketing, brand strategy and project management professionals with experience managing the needs of a variety of clients in a great range of industries including, but not limited to Special Events & Promotions, Healthcare, Financial Services, Transportation, Hospitality, Non-Profit Organizations, Tourism, Retail, Music, Artistry & Entertainment For the past 10 years, we have helped businesses create their brand presence and achieve their goals. Our process is designed to empower your brand and outfit your business with the marketing tools needed to succeed.

In this episode

April J. Baynes of The Jewel Marketing Company states it's essential your brand be authentic and in alignment with the principals of the company, particularly for start-ups and small businesses. Your employees make up the majority of your brand ambassadors and they aren't going to represent your brand well if it is not authentic. April suggests 4 questions you must answer in order to build your brand: 1. Who am I; 2: How do I want to do this (i.e. provide your service); 3. What purpose do I want to serve; and 4. What problem do I want to solve. April advises that building your brand starts with you taking time to understand who you are. She provides the wise advise not to chase the money but to start with who you are and your passion and you can count on the money following.

Your Brand Must Be AuthenticApril J. Baynes
00:00 / 30:50

A glimpse of what you'll hear

01:32 Start with your brand.

04:24 Don't disconnect your brand from your authenticity.

08:00 The strategy behind developing your authentic brand.

09:52 Having an authentic brand pays off.

16:40 Five steps to take to create an authentic brand.

20:43 Learn about April. Email April at

Episode Transcript
(Note: this was transcribed using transcription software and may not reflect the exact words used in the podcast.)

Centricity Introduction 0:04

Welcome to the Best Kept Secret videocast and podcast from Centricity. If you're a B2B service professional, use our five step process to go from the grind of chasing every sale. to keeping your pipeline full with prospects knocking on your door to buy from you. We give you the freedom of time and a life outside of your business. Each episode features an executive from a B2B services company sharing their provocative perspective on an opportunity that many of their clients are missing out on. It's how we teach our clients to get executive decision makers to buy without being salesy or spammy. Here's our host, the co founder and CEO of Centricity, Jay Kingley.

Jay Kingley 0:43

I'm Jay Kingley, co founder and CEO of Centricity. Welcome to another episode of our Best Kept Secret show where I'm happy to welcome April Baynes, founder of The Jewel Marketing Company, April helps businesses create their brand presence, using a process designed to empower their brand. April and I know what you get jealous of this is based in St. Thomas, in the US Virgin Islands. Welcome to the show,


April J Baynes 1:15

Thanks so much for having me, Jase. So such a pleasure to be here.

Jay Kingley 1:18

I have had in my career, the opportunity to work with lots of startups, lots of young businesses looking to grow rapidly. And one of the issues that I constantly see them wrestling with is how to represent themselves to the marketplace. And so often what they struggle with is, what persona do they want to put out there? How do they want people to see them? What is it that they need to create, in they agonize over this image that they feel the marketplace wants to see, which may have absolutely no relevance to themselves. And my question to you is, is this the right way for a new company or a company that's really looking to establish themselves to be thinking about their brand? Which is, what is it that we want to be to the world, independent of the truth? What do you think?

April J Baynes 2:30

Brand is where it all starts. Like if you don't have a brand, if you don't have a persona? Who are you? You know, how do you stand out from everyone else's doing the same thing? So I mean, of course, entrepreneurs, small businesses, large companies, organizations, everyone needs to be absolutely focused on what their brand is, what their brand voice is, who they stand for what they're all about, of course, that's the heart of why you're doing what you're doing.

Jay Kingley 3:01

So how is it though, that you decide the answer to that? I mean, it could be anything. You I mean, how do you figure out the answer?

April J Baynes 3:09

My, my passion really is working with the entrepreneurs, like the people that have started the things from the ground up. So, you know, how do you figure it out? Or like, what is it like, first of all, you have to figure out who you are, as an individual, why you're doing all of this in the first place, like no one just jumps up in in the day and say, I want to start a business, you know, when you're starting a business, or you're starting a brand new starting a service is something you're obviously doing it to solve someone else's problem. That's number one. So figuring out why you want to solve that problem is definitely going to help you with the entire process altogether. So you know, just you just got to do some internalizing at some point in time in that beginning stage before you like really hit the ground running, and say, Hey, listen, who am I? Why do I want to do this? And what purpose do I want to serve? And what problem do I want to solve? Huge question.

Jay Kingley 4:08

April, one of the things that I think I'm trying to get out here is, I see a lot of businesses, a lot of startups, they put this image out there, and then you meet them with this expectation that you think you know who they are, and so often, who they really are, has nothing to do with what they put out there as their brand. And I guess what I'm asking you is, do you give that approach a thumbs up? Do you have that approach a thumbs down?

April J Baynes 4:41

I'm sorry, huge thumbs down for that, for that approach. You want to know why because if you're not coming authentically, you know from from a genuine place within a sin, who you are what you want to be represented as, as your your presentation to the world. It gets very tedious to keep up with what you're trying to be. So let me let me dive into it a little bit more. When you're interviewing for a job, for example, and you want this prospective employer to say, oh, you know, such and such is such a great person, they are so gifted and talented in this field. And they're not genuinely gifted and talented in that field, like, you have to remember what you think this person wants to hear and see out of you. So it, it comes off as though it's inconsistent at some point in time, because it's not really true to who you are and what you're about. So your target audience and your prospective clients and customers and everyone that's following you, they're eventually going to see it, because you're not showing up as your true self. And that purpose, and that mission, like every company, every successful company, has a purpose and mission, that mission is just not going to shine through and it's going to get lost in the cracks and to come see your branding, and you're gonna have some, some revenue issues around this too.

Jay Kingley 6:04

I mean, I would think in addition to that, which I agree with, there are two other big challenges when you're inauthentic, which is, as a founder or a member of the founding team and executive in a company, you're expected to represent that company out, you know, externally to all your stakeholders. And if every time you have to act, because you're not authentic, I mean, let's be real, we all have skills, there is a very tiny percentage of us who have a skill in acting, most of us aren't that good at it, and you are going to get out there trying to be someone you're not, you're probably not going to be able to pull it off. And that disconnect in the marketplace is really going to bite you. And I think the second big issue that you have when you're in authentic, and it's something that you touched on, which is your employees, your employees are your brand ambassadors to the world, even somebody who works in the back office, let's say someone who's just does the bookkeeping. They're out, they meet people, they're at a party, they're with friends, they're going to get asked, Where do you work? Oh, I maybe have heard of them. Maybe I haven't heard him? What's it like? Okay, even that person is representing your brand to the external world. And if they know you, and they know as they would they authentic you. And then the see that this image is totally fake and false, that you're putting out to the marketplace what are you asking them to do? And and I can tell you, they're probably not going to lie for you. They're probably right one tell you with the truth isn't to make the observation. Yeah, I know. That's where what he or she says that man, that is not who they are. And I don't see how that benefits the business at all. So if we're agreed that authenticity is critical, and I think that's what I'm hearing you say, and yet so many companies don't seem to be going down that path. What is it that they need to do in order to create an authentic brand?

April J Baynes 8:38

Well, Jay, I touched on this just a little while just a tad bit, you got to do some internalizing. You know, at some point in time, as a leader or stakeholder in your company, or the founder, you are the one that really takes that on. So if you don't really take that time out to do some internalizing as to you know, what kind of person you are, what are you genuinely interested in, what kind of problems you want to solve and how you want to help other people because yeah, we all want to make some money in business, but at the same time, we're here to serve. So like as a business owner, your job is to solve someone else's problem. And if you don't, if you don't know why you want to do it, you can't You're lost yourself. So you need to do some internalizing take some sabbatical Take, take some time to yourself, at least some time in each day to recenter, refocus, regroup, see what you're all about, and then say, Hey, listen, this is what I'm passionate about. And this is how I'm going to get going. That's your first step. You have to answer those questions for yourself and no one else, but the founder, but the leader, the whomever in that startup role for the company is able to answer that question for you.

Jay Kingley 9:52

So once you have a sense of who you really are, and why you're really doing that. Now, what do you do to build the rest of the brand?

April J Baynes 10:01

Once you have a sense of who you are, then you obviously know what your purpose is. And once you know what your purpose is, then you can definitely say, Hey, listen, my purpose is to serve aswer questions solve problems for my customers and clients. And that's how you develop the service of your business and want you to develop the service of your business, thank you gotta have a business solid, I think. So that's how you get it going. And you just keep it going. But you have to constantly stay connected with, you know, your heart and soul in why you're doing it. And then that will shine through to the rest of your team members as well. So they know how to adequately represent your brand or your business to the world. You know, everyone is an ambassador for the company, as you said earlier.

Jay Kingley 10:48

And I would think also that once you have that down, now you're able to create your messaging that is authentic, that you can put it through the different marketing channels that you have figured out you need. So you've really now begin to have your marketing plan. If you have a sales force, and it depends some businesses, you know, sell online through call centers, others, it's more of a one to one more personal, where you where you have salespeople, the salespeople also understand what the company stands for. And as you say, their passion and how that relates to the services. And the salespeople can create their messages, obviously tethered to marketing, you know, albeit slightly different purpose, and use that as they engage prospects, and try to get those prospects to convert into paying clients to power the company's growth. So it really at the core, what I'm hearing you say, it has to start with that authenticity. And he can't fake the truth. Right, he really got to take that time to reflect now, let's say a business makes this transition from creating a, a fake brand, which is not who they really are, but misguided attempt to be someone that they think the marketplace really values. So they recognize that mistake, as you pointed out, they move into being authentic, create the authentic brand, and then get it out through their marketing and sales. If I'm that startup founder, let's talk about the benefits of making this transition. So let's start with that founder. What in your experience? Have you seen the emotional side of embracing this change?

April J Baynes 12:51

Oh, okay, well, so I'll talk about where I am from where I've grown up. I'm in the Carribean Okay. So we have beautiful blue seas, turquoise waters, and everyone wants to have a book, and everyone wants to be in the ocean and doing the same thing. And, you know, whether you're out there for pleasure or for business, you know, it's it's a beautiful environment, so why not capitalize on the natural resources of our amazing country. But, um, so everyone wants to have like a tournament, everyone wants to have a young company or gap chore company. So you think, you know, I know, this one company that this one business started out around COVID time actually, because COVID You know, really put everyone in a position to have to think outside the box as to what they're, they're supposed to be doing. So they started this business, somebody said, Hey, listen, I can get a boat, and I can let me charters and everyone else is doing it. So why can't I do it as well, you know, so you're entering the market, where it's so saturated as it is everyone's doing the same thing. So you're trying to stand out as a new company, and how do you really stand out as a new company if you just jumping in there just to try to make some money but no one knows who you are, as opposed to who the other long standing businesses are. So you know, they got out there they meet somebody yet and then they said, Hey, listen, you know, we're pretty unique. We're young, you know, we like this like that. So let's just add a different flavor based on who we are, you know, being young not not too you know, typical older older guy. And then he decided hey, look, I'm gonna add a younger aspects of my business to the game and their business shot up. I mean, their clients or customers people spoke about them because they were now in this market, but being themselves and offering a different type of entertainment and different type of vibe on you know, other charters and works for them, you know, their their revenues, shut up, track record Shut up, like everyone's just talking about them. And it's just really great to actually witness that growth. Because they had to say, Hey, listen, this isn't really working, because we're trying to be someone, people that we're not. And they decided to just get comfortable in their skin present themselves as they were young people and add some different flavor and work for the for the revenues, I think, based on what I saw. So I would say, you know, just to wrap it up, really, when you take some time to say, Hey, listen, this is me that you, you're great at what you do, but this is me and comfortable with who I am. But I want to present myself as to, you know, who I genuinely am, there are people that are going to see that they're going to appreciate it, they're going to rock with you, they're going to support you, and then the business is just going to keep on going. So that's why people say like, you know, do what you love, and then the money will come after don't chase the money first. Because the support, the revenues, sales, longevity, and your branding goes a long way when you come from a genuine place.

Jay Kingley 16:09

And I would think in addition that the stress to the people representing the company, when you are having to create this fake persona, and always every interaction, having to say, Okay, who am I today, and the one thing I know is I'm not me. And inevitably, you'll screw up, which causes a lot of angst and frustration and anger, and sort of blaming yourself, compared to when you're authentic, you can just relax, you can be yourself, and you can act with a lot more confidence. And I think confidence often is underrated as a key success factor in making a business successful. So in addition to, you know, the the significant growth in revenues and the enhancement of your brand, and building word of mouth, just for the individuals themselves, it's just this huge burden off their shoulders. That makes things you know, just a lot easier because business hard enough as it is, let alone when you've got to act all the time. Right? So yeah, April, you know, I think the case to be real and authentic, and not the fake in something you're not is very, very strong, if not overwhelming. So my next question to you is, alright, so I'm convinced I am that business owner, I am that entrepreneur, trying to build my business someone do it and authentic way, but how do I actually implement it? You know, what are the implementation steps that I need to do in order to be successful?

April J Baynes 17:55

Well, first off, you know, starts with you, as the leader, as a founder, as a brand owner, you are this business, but it starts with you, I got myself in your mindset, so No, put your put your head in the game, like literally put your head in the game. Show up as your best self, tell yourself, listen, I'm great, I'm amazing, someone is one appreciate me. And if one person appreciates me, do my job. And then that one person is going to feel that energy and that energy is going to go. So step one is change your mindset and an understanding that you can totally achieve your purpose. And you mentioned a key word earlier with competence. You got to be competent yourself. You got to be your biggest fan at first, just the way it is. Second step is understand that people absolutely will support you when you come up when you show up as your real self. People love it. Okay, we're all imperfect. No one wants to say hey, listen, let me support the super perfect person who's, you know, already rich and famous and, you know, doing amazing things and I can't relate on people want to relate to you, that's a huge deal. So with our emotional factor, people support what they love genuinely. And then your my number three step is make your your messaging your purpose, like attach what you put out there as your messaging for your brand, or your business or your entrepreneurial journey. Make that like definitely indicative of your purpose and your pressure from within. So that's why that first step of, you know, internalizing and finding yourself is super important. And then fourth step is allow that purpose to guide you. That energy will never ever fail you it will never ever fail you. And then of course since we're in business, we have to pay attention to why we're in business which is solving someone's problem providing a service for someone making life easier for some others. person on any level easier. So you have to pay attention to your audience. Pay attention to who you're trying to cater to listen to their needs, listen to what they're asking you for. So that you can formulate a plan to be able to achieve success for them, get them the results that they need as a business, that's your goal. And still tie it in with your, your genuine purpose from within. So those types are super important. Um, I've done it for myself, I mean, it just works, it works really well. And it's easy when it comes from a genuine place.

Jay Kingley 20:38

April, you have both given us permission to be authentic. And you've pointed the way so that we can empower ourselves to be authentic. Now we're going to take a quick break. And when we come back, we're gonna learn a bit about April.

Centricity Introduction 20:57

Wondering how much longer you have to grind and chase after every lead conversation and client, would you like clients to knock on your door so you no longer have to pitch follow up and spam decision makers. Well Centricity's The Tipping Point program uses a proven five step process that will help you get in front of the decision makers you need by spending less time on doing all of the things you hate. It's not cold, calling cold email, cold outreach on LinkedIn or any other social media platform, or spending money on ads. But it has a 35 times higher ROI than any of those things, leveraging your expertise and insights that your prospects and network value. The best part even though you'll see results in 90 days, you get to work with the Centricity team for an entire year to make sure you have all the pieces in place and working. So you can start having freedom of time and a life outside of your business. So email to schedule an 18 minute call to learn more.

Jay Kingley 21:56

Welcome back. We're talking to April Baynes of The Jewel Marketing Company. Well, let's find out April, a little bit more about you. And I want to start with asking you what are the pain points that you solve for your clients? And why do they need you to get rid of the pain?

April J Baynes 22:14

Well, we all talk about being our own boss, and having that flexible life and doing things on your time. People like me, I don't like entrepreneurial, pretty much when I hear of someone who wants to be their own boss, they want to start a company or they want to help the world or they want to help a certain community with whatever the problem is, or whatever the issue is. I help them to determine what their purposes. So I was I was in a conversation one time with my sister and my nieces. And they asked what is what's on April, do you know? And my sister asked this question. I've never thought about this before. But it's amazing to kind of hear someone else say say it about me. And she said Auntie April helps people discover their voice. You know, I that hit me so hard. Because I didn't say that about myself. I write that anywhere. But I've adapted it, it empowered me honestly, because I I'm like I'm doing my job like someone else understands, like my job. So my job is to help someone find their voice. That's number one, finding your voice, finding your passion, finding your purpose, and then taking that purpose, guiding you through the process of actually starting your entrepreneurial journey. Or starting that business. So sorry, that nonprofit organization or that that company that that company that eventually grows from a small business within a company. Um, so that's my passion. And I like it, like I just I genuinely like it this why, do it. I just help people grow their businesses, build their businesses, and when they're successful, and they're bringing in the funds, or they're bringing in the following that I feel great because I feel like I've done my job for someone else, to empower them to be able to buy the opportunity for themselves, as well as providing opportunities for their team. So it's just, it's just something I love to do.

Jay Kingley 24:12

April as you well know, when a client is looking to work with someone like yourself, to help them find their true authentic voice. They're not really looking for what you do. They really want to understand why you're great at doing it. So let me share with our audience what makes you great doing what you do?

April J Baynes 24:36

I'm great at it because it's it I jumped into this because I want to make money. Honestly, I jumped into it because I thought that I was good at it. I'm a people person to like a certain degree because I do have a little bit of introverted Ness in in my soul summary gown. Um, but I started just doing marketing because my personality took me there in being able to sell something to people, you know, to talk about something that I really love and get them excited. So my energy is, I've been told that my energy is magnetic, you know. And I think that's it starts there, my energy takes me from being a typical female, or mom or businesswoman to someone that I'd like to work with her because she's, she's good people, you know, I'm, so I'm great at it, because genuinely, my energy is there. That is what I'm all about. That is a life that I want to live in the first place when it comes to entrepreneurship. And I love my life in that regard. because it enables me to be flexible to be a great mom to my kids, you know, that's my purpose. And so because I had that genuine interest and passion and mission in my spirit and my soul, that's what shines through with other people, they see that they see that I'm genuinely that person. I live it. And I'm definitely all about showing someone else how to do it as well, because it empowers me. So when I can empower someone else, I think I'm doing great things in the world honestly.

Jay Kingley 26:25

I encourage our audience to go to LinkedIn. Look up April. And we'll by the way, we'll give everyone her LinkedIn address. And when you do, you'll see April's education, you'll see all the great things she has done professionally. But April, I've got a slightly different question for you. I would like to know what happened in your life, personal or professional, that would most explain why you're doing what you're doing.

April J Baynes 26:54

Great question. So I grew up not really caring about entrepreneurship and being my own boss, honestly, I grew up to saying, Hey, listen, I want to go someone's job. I want to clock in and I want to leave at five, I don't want to stress, I had no parents out. This is on a parent's so I saw them like walk around with that stress of the business doing well. I don't want any part of it. Well, I grew up. And I discovered who I was. And I know that I realized that I like my flexibility. I like my life, I like my time. I like to do what I want when I want to do it. I'm just not a great follower of rules. And that's okay. You know, that's me, then I'm going to show up as that person anyway. Um, and so that led me to saying, Hey, listen, I don't want to go to medical school, I was pre med in college, I don't want to go to medical school, I don't want to be a lawyer, I want to be an entrepreneur, I want to be a business person. Because I want to set my own hours. And this is way before kids. But when the kids came, you know, then I was I was able to then go to ballet and Mondays to karate. On Tuesdays, I was able to go to soccer and Wednesdays, swimming on Thursdays and all these things I was able to and I am able to do as a mom and be flexible and still operate my business. Not only am I like, like making money, but I'm doing what I love. So I get up every morning excited about what I'm doing with my life, because it's genuinely my purpose. And then the best, the best thing about it is that I don't have to ask for anyone's permission for time off to go and do something with my kids. So, you know, my my personal desire for flexibility and flexible life and empowerment as a female, as a mother. That drives me to, you know, wanting to pursue a life of entrepreneurs just from flexibility. Empowerment and financial flexibility for me personally, huge deal breakers, you know, I don't want to have to ask anyone's permission for money to do anything with my life, my time. So that's my purpose. And that is why I get up every day excited. And that is my go to sleep every night excited because I'm working like long hours because I want to not because anyone's forcing me to. So that's why I am I didn't raise it. I I quit my job at like 25 and said, I don't want to do that anymore. I don't want to do the government job anymore. And I got rid of all the government benefits and all those things. And I felt so much entrepreneurship and I have not regretted yet. You know, I think it's the best decision I've ever made.

Jay Kingley 29:47

April you clearly are an authentic person. And I love how you can help others find their authentic voice. So if we have people in The audience that want to continue the discussion with you, what's the best way for them to reach out,

April J Baynes 30:05

I am April J Baynes so I have a .com You can reach me there I have all my links there, and then I'm very accessible on Instagram, I'm on there multiple times a day I was posting reels so I'm apriljbaynes at Instagram as well. And of course, LinkedIn is a professional side, and very accessible there as well. Got two phones there right in front of me. So go ahead, click the link and get connected with me love to connect with you.

Jay Kingley 30:37

Alright, I will put all this in the show notes in an insert into the video, so that it makes it easy for everyone to reach out for you now, April, I really enjoyed our conversation today. I am sure our audience feels much more comfortable and embracing authenticity. And I love how he gave us those five steps as to what we need to do to make all that happen. And for just about every other show out there, they would be so happy, such deep gratitude towards you. And they would say you exceeded our expectations. But as you know, The Best Kept Secret show is not like everybody else, we have a higher bar. And as great as you have been, I am going to challenge you to do just a little bit more for our audience. I want you to offer a gift to all the wonderful people who are listening in. What can you do for them April?

April J Baynes 31:35

Well, who doesn't love gifts Jay? So it's the season. I mean, everyone loves something free. So because I love what I do so much. I love empowering other people through the entrepreneurial journeys and starting their businesses I'm offering now, if you contact me only to contact me and let me know that you heard this interview. You heard this podcast, you got to tell me the name of it. Okay, you can't just say we're talking about this. No, you got to tell me details about where you heard this message. How'd you hear about me the name of the podcast everything. But I'm giving away free pre consults, brand discoveries for individuals that are interested in starting their own businesses or starting you know, or becoming an entrepreneur or just starting that journey. So my lesson time is money is time but I'm definitely gifting my time away for some really passionate individuals that want to speak with me to get this amazing life started in entrepreneurship and business ownership.

Jay Kingley 32:37

Reach out to April telling you heard her on the Best Kept Secret show and cash in this valuable gift. You will not regret it. April, thank you. Thank you for being such a terrific guest to our audience. Let's continue to crush it. Until next time.

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