Creating Brand Stories: Reflections from a Founder in Multicultural Marketing

Join Molly Baker, founder of Indie Consulting, and Hani Anis, founder of Khani Digital, as they discuss creating marketing campaigns for multicultural brands. They explore the importance of building connections, helping brands uncover their unique stories, and the loneliness that comes with being a founder.  She also reveals the most valuable lesson she's learned over the past five years! Don't miss this authentic conversation about the "pinch-me moments" and the challenges that come with being a founder.

Molly Baker: (MB): So, without telling us who you are, what’s top of mind professionally today?

Hani Anis (HA): Right now, I’m really focused on working on some cool multicultural brand campaigns. That’s what’s been occupying my thoughts all week. It’s been an exciting time for me and the team, digging into some amazing stories from founders that I’m working with.

MB: That sounds amazing. Brag about yourself- what are you really good at?

HA: I’d say I’m really good at creating relationships. Whether it’s personal or professional, connecting people is something I thrive at. I’ve been able to leverage those connections to grow my business and help others along the way. I focus on maintaining these relationships because they truly play a big part in everything I do.

MB: What’s been the most pivotal moment in your career?

HA: There have been a few "pinch-me" moments along the way. One standout moment was when I was featured in Teen Vogue after just two years in business. It was unexpected and surreal. Another big moment for me was when I got to meet people I had long admired in my career, from TV personalities to big names in the industry. That’s always a reminder of how far I’ve come.

One very specific moment that stands out for me is when I transitioned from finance to the world of digital marketing. I had always wanted to work in finance in New York, but now I find myself working in a space that excites me. It’s a full-circle feeling, especially when the office I work out of overlooks a building I had once applied to.

MB: That’s incredible! Now, when creating digital marketing or brand marketing plans for multicultural brands, what are some of the foundational pieces you consider?

HA: The foundation for us always starts with finding the right balance between staying true to the brand’s values while also reaching new, diverse audiences with their authentic story. The challenge lies in uncovering the essence of the brand—whether it's a candle or skincare product—and telling a story that resonates with consumers. We focus on those small nuances that can make a huge difference when shared across social, PR, and influencer channels.

MB: What are some common mistakes brands make when marketing to a multicultural audience?

HA: One major mistake is rushing into the campaign without taking enough time to dig into the brand’s story. We spend a lot of time on strategy to figure out the why behind the brand, and then refine that story so it resonates with the right audience. Often, smaller brands feel pressured to get things done fast, but doing it right requires time. Balancing the founder’s eagerness with the necessary planning is often the biggest challenge.

MB: What professional relationships have been most impactful for you?

HA: Honestly, the people I’ve met in the agency space have been the most valuable to me. As a founder, it can get lonely, especially when your team doesn’t have the same roles or structure you’re familiar with. Meeting others who understand the challenges, and having mentors to lean on, has been incredibly important for my journey.

MB: Tell us a bit about your background and what you do now.

HA: I’m Hani Anis and I am the founder of Kahani Digital, where we specialize in multicultural brand campaigns. Our focus is on telling authentic stories for multicultural brands through digital marketing, PR, and various other channels. We work with brands to ensure their narratives are heard by the right people in the right way.

MB: How did you decide to start your business?

HA: The story is actually quite unintentional! I was working in corporate finance and later transitioned to venture capital and PR. When COVID hit, I started freelancing, supporting businesses in the multicultural space with their digital marketing needs. What started as a side hustle turned into a full-blown agency when I unexpectedly signed 30 clients after cold-pitching 300 brands. I ended up leaving my corporate job and hiring my first full-time employee. It all happened very quickly!

MB: What does an average day look like for you?

HA:: No two days are the same! Right now, I’m traveling a lot, meeting clients in person, which often ends up taking longer than virtual meetings. But it's fun. I’ve always liked variety, so I enjoy the changing nature of my day—whether it’s strategy, design, events, or something else. But balancing my schedule can get tricky.

MB: How do you manage the chaos of your busy schedule?

HA: My biggest tip is delegation. As the business has grown, my calendar has gotten busier, so I’ve learned to delegate as much as possible. I try to stay organized by reviewing my calendar daily, especially when traveling, and weekly when I’m in the office. I make sure to schedule personal time, too, and stick to a 9-to-5 work schedule to maintain balance.

MB: Since your agency focuses on multicultural audiences, how does that influence your business development?

HA: It’s all about building relationships. Most of our clients come through word-of-mouth and referrals. While we’ve recently rebranded, we’ve always relied on personal connections and really getting the word out about what we do. We focus on what makes us unique and ensuring our clients’ stories are told in a way that resonates.

MB: Do you ever turn down work that doesn’t fit with your agency’s focus?

HA: We evaluate every opportunity. If a project aligns with our expertise and target audience, we take it on. But if it’s not a good fit, we pass it along to trusted partners. It’s important to stay true to our mission, but we also want to be helpful where we can.

MB: What’s the biggest lesson you’ve learned in the past five years?

HA: The importance of kindness and compassion in all interactions. Whether it’s with clients, partners, or even competitors, being kind and genuine goes a long way. I try to make sure that, despite the busyness of running a business, I respond thoughtfully and with respect to everyone I interact with. It’s something that has definitely helped me build lasting relationships.

MB: What would you say is the biggest mistake you’ve made?

HA: Not reacting quickly enough to changes. In a fast-paced startup environment, delays can result in lost opportunities. I’ve learned the importance of staying nimble and adjusting quickly to keep things moving forward.

MB: Finally, where do you see the digital marketing landscape going in the next few years?

HA: The digital marketing space is evolving rapidly, with creativity taking center stage. With advancements in technology, it’s easier than ever to create compelling and dynamic content. I see the industry becoming even more innovative, with tools and platforms enhancing both creative processes and internal workflows. The challenge will be keeping up, but it’s exciting to see how much is possible now compared to even just a few years ago.

MB: Do you have any advice for someone starting their own marketing services business?

HA: First, really understand the industry and find your unique perspective. The marketing space is crowded, but if you can carve out a niche and deliver on it consistently, that’s key. Also, take time to balance the creative side with the business side—don’t lose sight of what inspired you in the first place.

MB: Thank you so much, Hani! This has been a truly insightful conversation!

HA: Thank you! It was a pleasure sharing my story.

Find Hani & Kahani Digital on Instagram!

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