Beyond "Niching Down": The Power of Strategic Messaging with Kierian Cameron
Release Date: 10/30/2025
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info_outlineI 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, Brand Cult.
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 launching her newspaper. We delve into brand messaging—what it is, how to be strategic and intentional with it, and what tweaks you can make to attract higher-paying clients.
If you've been stuck trying to attract the right clients, this is the episode for you.
Key Takeaways
- Brand Messaging is Your "Cult Doctrine": It’s not just about what you say, but what you stand for, including your brand's vision, mission, and the cause you're behind.
- Be Intentional and Strategic: Instead of throwing spaghetti at a wall to see what sticks, make a conscious decision about what you will and will not talk about before you speak. This prevents you from diluting your brand.
- Attract the Right People: When you show up authentically, unapologetically, and say things with intention, you will attract the people that resonate with your message, which gets you results quicker.
- Develop Branded Soundbites: Create five to eight short, core soundbites or clips of your messaging that you can use over and over again—in your social media, elevator pitch, and all brand touchpoints—to reinforce your message.
- Convey Confidence to Attract Higher-Paying Clients: Higher-paying clients are looking for confidence and expertise.
Episode Highlights
- 01:40 - Kierian describes her 'squiggly career' and how she went from psychiatric nursing in NYC to starting a business in Hong Kong.
- 09:59 - Kierian explains what brand messaging is and the importance of having a 'villain' in your brand's story.
- 13:34 - The critical connection between strategy, intentionality, and not diluting your brand.
- 25:47 - Kierian recommends a book for those who want to attract more affluent clients.
- 28:33 - Discussing Liquid Death and American Eagle as examples of brands with spot-on or intentionally controversial messaging.
About the Guest
Kierian Cameron is a graphic designer, brand consultant, and the founder of Cult, the UK's first premium print-only business newspaper.
- Website: brandcult.uk use discount code: CULTMYSTERY
- Instagram: @brand.cultuk
Mentioned in the Episode
- Book: The No BS Marketing to the Affluent by Dan S Kennedy
- Concept: Ikigai (The Japanese philosophy of finding one's purpose)
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!