Meet Caitlin Lang

Alright – so today we’ve got the honor of introducing you to Caitlin Lang. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Caitlin, appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?

I’ve been thinking about the relationship between stubbornness, grit, and resilience. My mom would say I was born stubborn—it was one of my defining traits as a kid. I’ve also always been determined, but that came from a fear of failure and perfectionism. Resilience is different.

The biggest difference between my stubborn child self and my resilient adult self is a willingness to take risks, learn from setbacks, and keep moving forward. I’m still stubborn and determined, but after leaving my marriage five years ago, I rarely make decisions from a place of fear.

My divorce was a major turning point. It was terrifying, but it changed everything. When I decided to leave, my son was still in elementary school and my graphic design business had been on ice for years. I’d only made $2,000 the year before. I had no idea if I could support myself.

I set a big, seemingly impossible financial goal for myself and really hustled. Six months later, I’d made enough to feel confident asking for a divorce. My business grew from there, with a couple of long-term retainers getting me through the divorce and quarantine.

Last spring, I hit another rough patch when I lost a big retainer client. After a few slow months, I took another leap and invested in a coaching program to revamp my branding agency. I threw out everything I thought I knew about running a design business and adopted the program’s business model, which was unlike anything I’d seen before in the branding world. It was scary and it hasn’t been easy to completely overhaul my business, but the risk has absolutely paid off. I narrowed my focus to women-owned service businesses, and now I’m more in-demand than ever.

The ups and downs of the last few years have taught me that I can do hard things, and there’s usually a big reward on the other side. I know I can bounce back from anything. Taking risks is still scary, but now I’m confident I can learn from any challenge and keep moving forward. I’m proud of that resilience.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I design scroll-stopping brands and websites for ambitious female entrepreneurs in 2-day design intensives.

So many women come to me because they have websites they’re embarrassed to share. I love turning that around for them—helping them put their best foot forward with a gorgeous new brand that accurately represents them, both aesthetically and in terms of messaging. It’s such a joy to provide that confidence boost.

And I know women are busy and don’t have time for a ton of back and forth with a designer, so I’ve honed a streamlined process that allows me to design an entire brand and website using just two days of a client’s time. That gives my clients more time to focus on what they do best.

All my design packages also include copywriting because a pretty brand won’t accomplish my clients’ goals if the words aren’t right. I always start with the words.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

The three keys to my success so far? First, a supportive community of fellow female entrepreneurs. Second, knowing when to ask for help. And third, setting adjective goals instead of only focusing on financial goals.

Adjective goals were a game-changer for me. A few years back, I went to a business coach with my financial targets. She challenged me to set adjective goals instead. She encouraged me to look at how I wanted my life to look holistically—personally and professionally.

The beauty of adjective goals is their flexibility. There’s usually more than one way to achieve them, and your path can shift based on your current priorities. The three adjective goals I set in 2020 have been my north star for every big decision since.

Being an entrepreneur can be hard and even grueling, so having a strong community is crucial. You need cheerleaders, truth-tellers, idea-bouncers, and sometimes just a shoulder to cry on.

Community, asking for help, and adjective goals have all helped me navigate the ups and downs of entrepreneurship and come out stronger on the other side.

How would you describe your ideal client?

I’m a graphic designer, but at heart, I’m a hypewoman for other female entrepreneurs. There’s nothing I love more than giving women the confidence to crush it in their own businesses.

My ideal client is any woman who’s serious about leveling up her business. Sometimes I get calls from women who’ve just been laid off and are toying with starting a business. They’re still calling themselves “unemployed.” I always challenge them: “Are you unemployed, or are you committing to being a business owner?” You can’t have it both ways.

Entrepreneurship is not for the faint of heart. You’ve got to be all in. I love working with women in the early stages of building their business, but I need to know they’re committed. A killer brand won’t do anything without commitment and hustle.

I choose to work exclusively with women because I get their struggles. I understand their goals. We’re all in this together, and there’s nothing more satisfying than watching another woman blow past her goals.

Contact Info:

• Website: https://www.liquidformdesign.com/
• Instagram: @cmtlang
• Linkedin: https://www.linkedin.com/in/caitlin-lang-designer/