Branding Basics: Building a Strong Foundation with Kevin Adelsberger

In this episode of Building Better Developers, hosts Rob Broadhead and Michael Meloche sit down with Kevin Adelsberger, owner of Adelsberger Marketing, to explore how small businesses can build success through branding basics. The discussion ties into the season’s theme — Building Better Foundations — and shows how a thoughtful marketing strategy helps transform side hustles into thriving companies.

Listen now to the full episode on Building Better Developers, available on Spotify, Apple Podcasts, and Develpreneur.com — and stay tuned for Part 2 of the conversation with Kevin Adelsberger.

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Starting Small: Branding Basics from Burritos to Business

Kevin’s marketing journey started with burritos — literally. While working at a nonprofit, he began helping a local restaurant with its marketing in exchange for food. That early “say yes to everything” mindset helped him gain experience and connections.

“When you’re starting out, the answer is often yes to everything,” Kevin says. “But that can spread you too thin.”

This early phase taught him one of the first branding basics: you must start broad to learn, but eventually narrow your focus to your strengths. Developers, freelancers, and small business owners can take this same approach — experiment early, then specialize as your reputation and client base grow.

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Knowing When to Rebrand

As side hustles evolve into established businesses, many entrepreneurs ask: Should I rebrand?

Kevin’s advice is clear — it depends on your audience.

“If your new focus serves a completely different audience, rebranding makes sense. But if there’s overlap, changing your name or logo might cost you valuable recognition.”

One of the key branding basics is understanding brand equity — the value built over time through consistent visuals, messaging, and reputation. A name people know is worth protecting.

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The Four Branding Basics Every Business Needs

Kevin shares his firm’s framework for defining a complete brand identity — four elements that every company should eventually refine:

1. Visual Identity – your logo, colors, and design style.

2. Positioning – how you serve the market and what makes you different.

3. Identity – your mission, vision, and core values.

4. Messaging – how you communicate and connect with your audience.

He notes that new businesses don’t need all of these perfected on day one. Start with visual identity and positioning, then evolve the rest as your business matures.

“You don’t have to get everything perfect on day one. Start simple, then refine as you grow.”

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Avoiding Common Marketing Mistakes

When asked about bad marketing, Kevin emphasizes that missteps often come from ignoring your audience. “If you’re doing something just to brag and not to provide value,” he warns, “you’re going to have a bad time.”

A big part of branding basics is keeping your customers at the center. Test your messages, get outside feedback, and consider how different people might interpret your marketing. Kevin also highlights the danger of having too few perspectives — especially when creating ads or visuals. Diversity in feedback helps prevent tone-deaf campaigns and strengthens connections.

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Investing in the Right Visual Identity

The conversation wraps with a discussion on logos — a key topic in branding basics. While giant brands like Nike or Amazon have iconic designs, Kevin explains that small businesses don’t need to overthink it.

“A good logo used well adds professionalism,” he says. “A bad one gets you confused with everyone else.”

He recommends investing in a professional brand kit that includes proper logo formats, colors, and fonts. Consistency builds recognition — and recognition builds trust.

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Branding Basics for Long-Term Success

The first part of the interview with Kevin Adelsberger reminds us that branding isn’t about fancy design or big budgets. It’s about clarity, consistency, and connection. Whether you’re launching your first side hustle or re-shaping a growing business, mastering branding basics helps you build a foundation that lasts.

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A Little Background

Kevin Adelsberger is the founder of Adelsberger Marketing, where they create work that grows their clients’ businesses, in a culture that values their team and the Jackson, Tennessee, community. After founding in 2014, Kevin went on to be a co-founder of Our Jackson Home and host its podcast from 2015 to 2019. 

In 2016, Kevin was recognized as an emerging leader by Leadership Jackson. Then, in 2017, Adelsberger Marketing was named the Emerging Business of the Year by the Jackson Chamber. In 2019, Adelsberger Marketing sold partial ownership to Alexander, Thompson, and Arnold, CPAs. In 2020, Union University recognized Kevin with the Distinguished Achievement in Arts and Media award. 

Kevin currently serves on advisory committees for Leadership Tennessee and Jackson State Community College and is a board member for theCO in Jackson, Tennessee. 

He also hosts a podcast about business in West Tennessee called 40×45. 

Kevin lives in Jackson with his wife and business partner, Renae, and their two children. They are active foster parents and are involved members of First Baptist Church, Jackson. They are also some of the few to cheer on the Minnesota Vikings from below the Mason-Dixon line. #Skol

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Stay Connected: Join the Developreneur Community

We invite you to join our community and share your coding journey with us. Whether you’re a seasoned developer or just starting, there’s always room to learn and grow together. Contact us at [e-mail] with your questions, feedback, or suggestions for future episodes. Together, let’s continue exploring the exciting world of software development.

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Additional Resources

• Online Communities and Marketing
• Protecting Your Brand and Avoiding Legal Trouble
• How to Succeed with Digital Marketing for Small Businesses
• Getting the word out, promoting your blog
• Building Better Foundations Podcast Videos – With Bonus Content