loader from loading.io

The Surprising Truth About Building a Brand You Love with Andreas Tzortzis

Building your Brand

Release Date: 07/02/2025

Jason Tamou: Why Influencer Marketing is Crucial for Your Brand show art Jason Tamou: Why Influencer Marketing is Crucial for Your Brand

Building your Brand

Have you ever thought about becoming an influencer, or perhaps working with creators to grow your brand? This week, I chat to Jason Tamou, formerly a Social Media Manager at Adobe, who has an incredible wealth of knowledge on the creator economy and influencer marketing. Jason shares his journey from being a videographer and photographer to growing a viral food TikTok brand to working with massive brands like Adobe. He explains why big brands invest heavily in creators and how small businesses can utilise influencer marketing, even without a huge budget. Plus, Jason offers brilliant advice on...

info_outline Starting the conversation: My identity crisis show art Starting the conversation: My identity crisis

Building your Brand

In today's solo episode I start the conversation around our identities within our businesses and how our job titles and professional labels shape our sense of identity. I get personal and reflect on navigating multiple roles, the pressure to define myself by a single career, and the freedom to choose my own narrative.  I'd really love to know what you think about the labels and titles we give ourselves and whether or not you can resonate with my slight identity crisis! Come let me know your thoughts over on instagram where I'm or I really hope you enjoy this episode   Key Takeaways...

info_outline The Holy Grail of Copywriting is Getting Paid to be You with Laura Belgray show art The Holy Grail of Copywriting is Getting Paid to be You with Laura Belgray

Building your Brand

I was so inspired when I heard Laura Belgray speak earlier this year at the conference in Newcastle, I just had to have her on the podcast! Laura is the founder of Talking Shrimp, and her mission is to help entrepreneurs and small businesses find the words and the chutzpah to make their business a perfect expression of their personality—what she calls the "holy grail of work". In this episode, we dive into all things email marketing, a practice which has been hugely beneficial for my business, but can sometimes feel challenging. Laura is an expert at making complex things simple, and she...

info_outline Lessons from 200 episodes show art Lessons from 200 episodes

Building your Brand

Celebrating the milestone of 200 episodes of the Building your Brand podcast! 🥳 It’s really hard to quantify the direct impact having a podcast has had on me and my business but I hope in sharing some of the lessons I’ve learned along the way you can get a really good idea of why it’s a valuable part of my business and maybe you’ll feel inspired to start your own? I’d love to know your thoughts about podcasting and if it’s something you’re considering for your brand and business, or if you already have a podcast please share with me some of your most valuable lessons! Come...

info_outline Amy Warren: Turning Your Expertise into a Book show art Amy Warren: Turning Your Expertise into a Book

Building your Brand

If you've ever considered writing a book but felt overwhelmed by the thought of it, this is the episode for you! Perhaps you're sitting on a bunch of content and don't realise it could form an amazing book or worry self publishing is costly and stressful? Writing a book is a (secret) goal of mine which is why I wanted to interview Amy Warren, an author, ghostwriter, and book coach about how she helps entrepreneurs, coaches, and consultants transform their ideas into books. Amy shares how self-publishing is changing, why a book is an invaluable asset for your business, and practical steps to...

info_outline My honest thoughts about Adobe MAX show art My honest thoughts about Adobe MAX

Building your Brand

For this week's solo episode of the Building your Brand podcast I've recorded a little mid-event review at Adobe MAX 2025 in LA. I talk about the features revealed in the Opening Keynote, my favourite bits of the conference as well as some things that might not be what you'd expect. Join me for a chat about the thoughts in my head and a little bit of a behind the scenes at Adobe MAX LA. I hope you enjoy this episode, let me know what you think! Come find me on instagram where I am or to let me know and I hope you enjoy the episode!   Episode Highlights 0:34 My first time at Adobe MAX 4...

info_outline Beyond Beyond "Niching Down": The Power of Strategic Messaging with Kierian Cameron

Building your Brand

I am really trying to cover all different aspects of branding and marketing with this podcast so today I'm diving into something I haven't covered much: how to attract your dream clients through your brand messaging. I chatted with Kierian Cameron, a graphic designer, brand consultant, and the founder of the UK's first premium print-only business newspaper for brand-obsessed founders and entrepreneurs, Kierian shares her incredible 'squiggly' career journey—from psychiatric nurse to winning the lottery and starting an education company, which eventually led her to graphic design and...

info_outline Is AI damaging your brand? show art Is AI damaging your brand?

Building your Brand

The topic of AI can be confusing and contenious for small businesses. I wanted to have a chat through the ways in which we need to be aware of how using Generative AI can affect our small business and brand. I look at ways it can harm our brand and ways we can use it that keep us true to our brand. I'd love to know if you've thought about making a statement around your AI usage in your business? If you have already or have a totally different position to me on it I'd love to hear your thoughts. Come find me on instagram where I am or to let me know and I hope you enjoy the episode!  ...

info_outline The Art of YouTube: Building a Channel That Lasts with Jade Beason show art The Art of YouTube: Building a Channel That Lasts with Jade Beason

Building your Brand

If you've been following me for a while, you'll know that YouTube is something I've been trying to do more regularly and that's why I was so excited to chat with the brilliant Jade Beason for this week's episode. In our conversation, Jade shares so many practical tips on how to grow your YouTube channel, and she also speaks with such honesty about her own experience—how she got started with no editing skills, what she learned along the way, and the mindset shifts that led to her success. I honestly had a million more questions I wanted to ask her! Whether you're just thinking about starting...

info_outline A pep talk for small business owners show art A pep talk for small business owners

Building your Brand

2025 seems to have been a tough year for small business owners so today on the podcast I am giving us all a little pep-talk and a reminder about why it is absolutely brilliant to keep showing up as best we can in and for our businesses.  I'd love to know how things are going for you and if any of this has been helpful and encouraging. Come find me on instagram where I am  or to let me know and I hope you enjoy the episode!   Key Takeways As small business owners and creatives it’s often when we are under pressure and things feel difficult that creativity grows. Pressure...

info_outline
 
More Episodes

Today on the podcast, I am joined by Andreas Tzortzis, a former journalist who has written for the likes of Newsweek, Monocle, and The New York Times. For the last 15 years, he's worked in brand strategy and storytelling at places like Red Bull and Apple, and for clients through his consultancy, Hella. He recently co-authored the book, Not a Playbook: The Art of Building a Brand, with Damien Bradfield, the co-founder of WeTransfer.

In this episode, we chat all about how brands can grow without sacrificing their integrity, prioritising creativity and trust to build brands that will stand the test of time. I really hope you enjoy the episode and come let me know what you think. You can find me on Instagram at @‌lizmmosley or @‌buildingyourbrandpodcast.

 

Key Takeaways

  • A Brand is its People: A brand's culture is a reflection of the people who work there. WeTransfer’s success came from hiring people from non-traditional backgrounds and fostering a culture that encouraged experimentation and didn't have layers of approval.
  • The Power of Instinct: Especially in the early stages of building a brand, instinct is invaluable. Relying on instinct over-analysing data can lead to more authentic and compelling brand decisions.
  • Build with Intentionality: Brands that endure are built with a purpose beyond just profitability. WeTransfer's intention was to inject a moment of joy into a utilitarian task and to champion the creative community they served.
  • Embrace Unpredictability: While consistency is important, the brands that truly cut through the noise are those that are unpredictable. This is achieved by having a clear, ambitious vision from the start which gives you the license to experiment and do the unexpected.
  • Trust is Everything: Building trust is a cornerstone of a successful brand. This extends from creating a trustworthy product to empowering collaborators, like artists and creatives, by giving them freedom and respect.

 

Episode Highlights

  • 06:53: Andreas shares the story behind his book, Not a Playbook, and the unlikely origins of WeTransfer, a tech company founded by designers.
  • 13:58: A brand is simply the people who work there. Andreas explains how WeTransfer's culture of hiring individuals from non-traditional marketing backgrounds was fundamental to its success.
  • 19:58: The significance of intentionality in branding. Andreas discusses how WeTransfer was built with an intention that went beyond profit, aiming to serve and celebrate the creative community.
  • 27:05: How can brands be more creative? By articulating a vision that is bigger and more ambitious than the specific product or service they currently offer, using Apple as a prime example.
  • 41:51: Andreas reveals the five key themes from the book that frame the WeTransfer story, reflecting the best qualities of an artist: intention, trust, faith, instinct, and serendipity.

 

About the Guest

Andreas Tzorkis is a journalist, brand strategist, and co-author of Not a Playbook.

 

Mentioned in the episode

I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode!

This episode was written and recorded by me and produced by Lucy Lucraft (lucylucraft.co.uk)

If you enjoyed this episode please leave a 5* rating and review!