In this exclusive CanadianSME Small Business Magazine interview, the Anik Beauchemin, Marketing Director at PlanAxion Solutions & Founder of LumiereHub, shares how a love of technology, a career spent translating complex ideas into clear language, and hands‑on experience with AI tools shaped a human‑first approach to modern marketing. From building LumiereHub, an AI copywriting app for marketers, to leading brand and growth at Montréal‑based IT consulting firm PlanAxion, she explain how small businesses can use AI, strong personal brands, and simple, credible storytelling to stand out, stay authentic, and build influence in an increasingly noisy digital world.
I didn’t “find my path” in a classroom. I found it the day I showed up to work at a CPA firm in Florida, fresh out of school, and realized my biggest challenge wasn’t the job. It was the language. Today, I’m Marketing Director at PlanAxion, a wonderful IT consulting firm in Montréal, where I blend tech depth with brand strategy, creative direction, and networking to help the firm grow.
From your seat at PlanAxion and LumiereHub, how is tech changing what effective marketing looks like for small and medium-sized businesses today?
Tech changed SMB marketing in a blunt way: it made content cheap, so it made trust expensive. AI lets small teams move fast, but it also floods the internet with average, same-sounding content, so “real” now stands out.
That’s why the best marketing today does two things. First, it names the “quiet burden” customers learned to live with and makes it visible, because people stick with the status quo even when it hurts. Second, it shows proof in a human way, with a clear point of view and a real example, not vague claims.
And here’s the creative shift: the ads that often win aren’t the glossy, big-budget ones. Simple, feed-native, human-looking creatives like UGC, selfie videos, and even handwritten-style visuals can outperform polished assets because they feel more believable.
It’s like travel: at first, the fancy stuff looks cool, but after a while you want your own bed and a homemade lasagna with your family over anything. That’s our reality now.
Many smart founders hesitate to post or water down their message. What are the first two or three actions you recommend to start showing up online with more confidence and consistency?
Most smart founders water down their message because they haven’t set their own context yet. The fastest way to show up with confidence is to get clear on your unique edge, lock a consistent voice, and do the homework to earn the “expert” label.
First, know yourself in a practical way: identify the three reasons people already come to you for help. Those patterns become your lane, and content gets easier because you stop trying to be relevant to everyone. Then you will be able to tell how you want to sound specifically and build your personal branding around that.
Second, learn your sector like the back of your hand. Know the key names, the real debates, and what’s changing right now, because strong opinions need strong receipts.
Third, commit to a simple rhythm and stick to it. Pick one platform, study what works there, save examples, then publish consistently in your own tone. Confidence is usually just competence plus repetition.
Don’t follow the feed. Be the feed.
LumiereHub aims to “make marketing human again” with AI-powered copywriting. How can small businesses use AI tools without losing their authentic brand voice?
Small businesses can use AI without losing their voice if they treat it like a junior writer, not a ghostwriter. Give AI clear voice rules and real examples, then have a human approve the final.
First, build a one-page “voice sheet.” List 3 tone words, what you do and don’t say, and paste 3 real samples of your best copy. Paste that voice sheet into every prompt so AI follows rules instead of defaulting to generic marketing language.
Second, reverse-engineer posts that already sound human. When you see a post you love, paste it into AI and ask: “What are the patterns here (hook, sentence length, words, structure, rhythm)?” Then ask it to write a simple checklist you can reuse. This “analyze a signature piece, then turn it into a style guide” approach helps you recreate the feel without copying the words.
Third, add one human pass before you publish. Ask: “Would I say this out loud?”, “Did I add one real detail?”, and “Does it sound like my customer?” That human-in-the-loop step keeps the content real, even when AI writes the first draft.
PlanAxion works in complex areas like ERP and digital transformation. What is your go-to approach for turning very technical services into simple, compelling stories for decision-makers?
ERP isn’t exciting for most people, so I don’t sell “ERP.” I sell clarity in a context they already care about.
My personal routine is simple: every morning, I have an AI agent on Perplexity that scans the sector for the top 3 news stories and worldwide buzz. Then, it drafts 3 post ideas that link those big, familiar topics back to what we do. This way, I’m not explaining “digital transformation” from scratch; I’m joining a conversation they’re already having.
For the format, I stick to bite-sized content, especially carousels. In a world submerged in information, you lose attention the second you get complicated. My rule is: keep it simple, clear, and to the point. If a decision-maker can’t understand the value in 3 seconds, you’ve already lost them.
You describe your lane as confidence inside, brand outside, and influence as the bridge. What final message would you share with Canadian SMBs who want a brand that feels honest, visible, and resilient in a noisy market?
Always stay humble, stay available, and keep the drama offline. Put a real face on your brand, because people trust people, not logos, and video builds that familiarity fast.
And remember: the first videos will be bad. That’s the tax you pay for being new. Keep going anyway. You’ll get better every time, and nobody remembers the early ones like you do. They only remember that you showed up.
Don’t obsess over the competition. Find the whitespace in your field, find the solution you would love for yourself, and own it. Pick a customer group that cares a lot, pick the problem you solve best, and become the obvious choice in that corner.
Finally, grow a thick skin online. People will talk. Don’t react on emotion. Learn to separate haters from useful feedback. Real criticism comes with specifics you can improve, while trolling stays vague and personal. One messy public reaction can damage your reputation fast, so respond calmly or don’t respond at all.
Disclaimer: CanadianSME Small Business Magazine publishes this interview. The views and opinions expressed are those of the interviewee and do not necessarily reflect the official position of CanadianSME. This interview is intended for informational purposes only and does not constitute legal, financial, or business advice.
