Branding and Marketing Fundamentals with Kevin Adelsberger

In this continuation of the Building Better Developers interview series, Kevin Adelsberger—owner of Adelsberger Marketing—returns to explore how businesses can refine their identity and message once the foundation is set. This episode focuses on branding and marketing fundamentals, uncovering what really drives connection, credibility, and growth.

“Thinking about your brand and overall messaging is more important than color or font,” Kevin explains. “If your brand feels disconnected, no color will fix that.”

The conversation moves beyond logos and design to the deeper work of communicating who you are and what you stand for—authentically and consistently.

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Branding: More Than Color and Fonts

While many companies spend hours perfecting color palettes, Kevin challenges that mindset. He believes color psychology is largely a myth, with few industries where color directly affects success. Instead, businesses should focus on how their messaging and visuals align.

Fonts, he adds, do have power. The right typeface can instantly signal tone—formal, playful, or high-tech—but only when used intentionally.

“If you want to be a fun, crazy brand and your visuals feel stiff, no amount of color will fix the disconnect.”

A strong brand reflects alignment: visuals, tone, and message working together to create trust and recognition.

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Keep Your Message Steady, but Your Website Fresh

Kevin offers a balanced approach to maintaining your digital presence. Instead of obsessing over analytics or daily edits, he recommends structured consistency:

• Review your website monthly or quarterly for updates or broken features.
• Keep messaging steady, but stay alert for functionality issues like broken forms or outdated information.
• Focus on inbound marketing—making sure your brand is ready when customers come looking—then turn attention to outbound efforts like networking and content creation.

“Most people never look at their website after it launches—that’s a bigger problem than over-tweaking it.”

Once your brand identity and message are established, spend more time sharing your expertise rather than endlessly adjusting pixels.

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Marketing Fundamentals for Beginners

For entrepreneurs and small business owners who feel lost, Kevin recommends a few key resources to master branding and marketing fundamentals:

1. Building a StoryBrand by Donald Miller — Understand how clear messaging connects you with customers.

2. EntreLeadership by Dave Ramsey — Learn business and marketing principles from a leadership perspective.

3. The Four Conversations by Blair Enns — Explore how to sell through consultative, relationship-driven discussions.

Kevin also emphasizes simple, actionable steps:

• Define your competitive advantages and what makes you different.
• Create a one-liner that captures who you help and how.
• Avoid generic stock photos—real people and stories build trust.
• Feature your leadership team online; authenticity builds credibility.

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Learn from Competitors—Ethically

Healthy competition can inspire innovation. Kevin encourages learning from peers and even collaborating with them. He participates in groups like the Bureau of Digital, a network of agency owners who share ideas without direct competition.

“Artists steal,” Kevin jokes, “but the goal is to make other people’s ideas better, not to copy them.”

For those in established industries, he suggests finding professional or ownership groups—places where you can share, learn, and grow together.

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AI’s Impact on Marketing and Creativity

The conversation inevitably turns to artificial intelligence. Kevin views AI as both a tool and a threat—a resource that democratizes creativity while also reshaping industries.

He points out the uncertainty around copyright, authenticity, and ethics, but admits that ignoring AI isn’t an option. His team meets weekly to test new tools and evaluate where they can help.

“We use AI to assist us, not replace us,” Kevin says. “It helps us work faster, but not everything it creates is ready for prime time.”

From generating first-draft website content to creating AI voiceovers when budgets are tight, Kevin shows how these tools can fill gaps—without losing the human touch.

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Staying Grounded in a Changing Landscape

Despite new technologies and shifting trends, Kevin’s message remains timeless: strong branding is built on clarity, consistency, and authenticity.

As the conversation wraps up, he reminds listeners that tools may evolve, but trust remains the core of every successful brand.

“Stay human, stay honest, and keep refining your foundation.”

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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