Five Questions with Jaime Butler
Saratoga Springs native Jaime Butler has made a name for herself in the brand marketing and advertising industry, carving her success over two decades as a dynamic leader with an innovative and creative edge.
Her powerhouse thinking has led her to help build some of today’s most recognizable brands, including American Express, Ann Taylor, BMW, Loreal and Lancome, in addition to regional brands, Emma Willard School, Ed Levin Jewelry and Excelsior College.
After the success of her first agency, B-Squared Integrated Marketing, Butler founded Fingerpaint Marketing in downtown Saratoga Springs. As its visionary creative lead, she, along with a talented team, grew the company to become a nationally ranked marketing and advertising agency and one of the fastest-growing companies in the region.
Now, Butler is offering her expertise to others with a “21 THINKS” Webinar Series. The series, which runs through November, brings together thought leaders to share reallife experiences provoking collaborative discussions.
1 You started your career in New York City, gaining brand and marketing experience at agency giants across a breadth of market industries.
How do you feel to be where you are now?
“I have had the privilege to work with incredibly talented people and companies of all sizes throughout my career. I started my career on Madison Avenue and learned from some of the industry’s best giving me invaluable experience. A foundation that instilled my passion and drive to build strong brands for clients.
“To return to my hometown and take that experience and expertise to continue to help companies grow and expand market share is an opportunity I’m grateful to have. It makes coming back that much sweeter.”
2 How much can branding make a difference for a business?
“Creating a strong brand for a company can determine whether they are ahead or behind the competition. Think of it as building a house. It starts with developing a plan to carry out a vision—a brand strategy. A Brand Strategy creates a unifying framework around which a company’s values, features, character, and communications are aligned—laying the foundation to position your brand as that market leader.
“A brand strategy tells your story beyond a logo, website, or social media platforms. Without a brand strategy, or as we call it, Think Before You Build™, there is no north star to guide a company’s branding and marketing efforts that will ultimately avoid costly pitfalls and going down unnecessary pathways.”
3 Why is leadership development so important in professional success?
“Leadership is the linchpin that makes or breaks the executive, team dynamic, and corporate culture, ultimately an organization’s success. Myself personally and Brand 21 are passionate about working with women executives and business owners through an Authentic Leadership process. Authentic leadership is what it says; owning what you stand for — the decisions you make and the position you take laying the foundation to stay focused on your strengths and stay committed to your team to drive the business forward.
“Once you reach that desired title, your leadership development is just getting started. The development and coaching become a key asset to reach your full potential and that of the company.”
4 When not helping clients build their brands and leadership skills, what do you do for enjoyment?
“I love Saratoga. I love the Adirondacks. I love to be active. That said, when I have time to step away from the computer – I’m either making short and big turns down the ski slopes; sailing, boating or lounging on Lake George; hiking in the Adirondacks, or working to lower my handicap in a round of golf with friends or colleagues.
“I am an avid believer in rejuvenation from traveling and getting outdoors – it is what keeps me going through life and gives me that refreshed perspective before I’m back in the office come Monday or any day.”
5 What is one fun fact no one knows about you? “I’ve hit a top speed of 63 mph in an alpine downhill ski race.”