Building Your Brand with Heart: Haley Herbst Shares Sassy's Media Secrets

There’s nothing quite like the energy of a Women of Hong Kong Community Call when we have a true industry expert in the (virtual) room, Sassy’s very own Managing Director, Haley Herbst.

With over 30 members joining live, the questions came fast and the insights were even faster. If you missed it, don't worry - I've got you covered with all the key insights that got everyone typing "YES!" in the chat.

Kicking off with a big one: "How do we grow an audience without a large budget?"

I loved how Haley kept it real about this. She gets that not everyone has huge budgets, and that's okay.

"What many people don't realize," Haley shared, "is that your most powerful tools are free. Your authentic social media presence and the genuine connections you build - that's your foundation."

Her practical advice:

• Master your social media: Consistency and authenticity are key. This is how brands like Sassy actually discover new favorites.

  
  

• Build your champion squad: Networking is about finding people who genuinely believe in what you're building.

  
  

• Spend smart, not big: When you can invest, choose platforms you trust. "A little can go a long way if you allocate it wisely."

On a struggle we all face: "How can we keep our content authentic vs. feeling like an ad?"

Haley was refreshingly honest about this challenge that all media companies face. "The best partnerships happen when brands trust us to speak to our audience in our authentic voice. When we can say 'Hey, I tried this and here's what I really think' - that's when content truly resonates."

The lesson? Look for collaborative partnerships where your brand's true personality can shine through.

On creating engaging content: "How do we know what to post, especially if the content feels boring?"

Haley's answer was reassuring: it's a process of trial and error. "You have to really understand your audience," she said. "Meet them where they are. Consume what they consume." It's about curating for your specific demographic, not just posting for the sake of it.

On a feeling many of us have had: "I'm burnt out on social media and not seeing conversions in my health and wellness business."

This one hit home. Haley had comforting news: for some industries, social media shouldn't be your main focus.

"For health, wellness, or any trust-based business," Haley advised, "people are searching for authoritative content. They need to trust you, and that often happens through in-depth articles on established platforms, not just a social post."

On a hot topic: "What's your take on using AI for creative content?"

Haley's stance was optimistic but cautious. "AI is a fantastic tool for support," she said, like drafting descriptions or brainstorming. "But for your core content—images, testimonials, your brand voice—authenticity is non-negotiable. We can spot AI, and so can your audience."

On the value of traditional media: "Why isn't print media taken as seriously today?"

Haley's response highlighted a significant truth: consumption habits have changed. "We have to meet our audience where they are," she said, noting that attention spans are shorter and people consume information quickly on their phones. It's about adapting the depth of print to the pace of digital.

On attracting attention: "As a small online business, how can I attract media and agencies to approach me?"

"This is the hard part," Haley admitted. "But it comes down to having a killer brand identity." She noted that when you live and breathe your brand with passion and a clear story, that itself becomes the attraction. "Do the outreach, tell your story, and you'll find your place."

Ending with a brilliant question: "Beyond follower count, what metrics actually matter?"

This was a mic-drop moment. Haley was certain: "Follower count means nothing, if you are not getting the engagement to reflect it." Instead, she said, focus on what shows real connection:

• Meaningful engagement: Are people commenting and sharing?

  
  

• Click-through rates: This shows genuine interest—are people taking action?

  
  

• Impressions: How many eyes are actually on your content?

The Big Takeaway: Your Story is Your Strength

What stood out to me most was how Haley kept coming back to one thing: authenticity. Whether you're just starting out or looking to scale, the most powerful tool you have is your genuine story and voice.

As she reminded us, "The brands that succeed are the ones that stay true to who they are while meeting their audience where they are."

What's Next for Your Brand?

Feeling inspired? I know I am! If you want to continue the conversation with Haley and her team at Sassy, you can connect with them on their website here.

Loved this conversation? We host Community Calls regularly because we believe in the power of women supporting women. Want to join our next one? Click here to see our upcoming calls.