Building your Brand

Graphic Designer Liz Mosley wants all you small business owners to build businesses that you LOVE and feel confident about promoting. Through her decade of branding and design experience and with the help of her guests, she shares top tips to take the fear out of selling and building your brand. Produced by: Lucy Lucraft (Instagram @lucylucraft) Cover illustration: Matt Joyce (Instagram @mattjoyce_illustrator)

Behind the scenes of planning a live podcast event 01/30/2026

Behind the scenes of planning a live podcast event I am beyond excited to be hosting my first ever Live Podcast Event this year! A goal I've had since 2024 and now is becoming a reality! If you're local to Cardiff/South Wales and want to be there in person you can and come along (if there are any left!) Today on the podcast I am giving you a behind the scenes look into all that has gone on in the lead up to the event. I talk openly and honestly about the highs and lows and doubts and excitements! I'm always interested in behind the scenes of anything I've not done before so I do hope you enjoy this sneak peak behind the curtain!! Have you ever put on your own event? I'd love to know the bits you loved and the bits you hated! I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! If you enjoyed this episode please leave a 5* rating and review! Key Takeaways Big ideas take time; and that’s not a failure. Meaningful creative projects often require patience, alignment, and trusting the timing rather than rushing the process. Valuing your work invites others to value it too. Charging for events matters; not just financially, but as a way of creating commitment, respect, and space to deliver a higher-quality, more intentional experience for everyone involved. Real connection happens when we step into the room together. Live podcasts transform a solitary listening experience into real community, showing the power of bringing people together in person in an increasingly digital world. Episode Highlights 00:00: Why I’m hosting a live podcast event (behind the scenes of podcast event planning) 02:30: How I planned a live podcast: mindset, logistics, and challenges 03:55: Ticket pricing strategy for events: early bird tickets, paid vs free events 07:30: Building community through live podcasts + future in-person event plans /episode/index/show/buildingyourbrand/id/39895280

Navigating Creative Burnout and Finding Your Flow with Emmi Salonen 01/28/2026

Navigating Creative Burnout and Finding Your Flow with Emmi Salonen I loved today's podcast chat and something I've been thinking about a lot recently is how so many of us creatives and business owners have these similar human experiences that we all have to go through. I think it is so powerful when we share those experiences openly and vulnerably. Today on the podcast, I am chatting to Emmi Salonen, who is a designer, artist, speaker and author of the amazing new book, . Emmi founded Studio EMMI in 2005 and has over 20 years of experience in the industry. In this episode, we talk all about the lessons she has learned as a creative, including her personal journey through burnout and taking a year-long sabbatical. Emmi has chatted to hundreds of other creatives about their struggles, and she shares those insights alongside practical exercises to help nurture your creativity. It was a gorgeous conversation full of little gems that I am definitely going to implement in my own practice! Key Takeaways: Creativity needs a pause: Emmi discusses the concept of the "Creative Ecosystem" and how vital it is to nurture different areas of your life—like connection, wonder, and rest—to sustain your creativity. You are not alone in self-doubt: Emmi’s research found that 87% of creatives struggle with feeling "not good enough". We discuss how important it is to vocalise these feelings rather than internalise them. The power of a 'Solo Day': One of my favourite exercises from the book is the 'Solo Day' (or Emmi Day)—taking guilt-free time alone to do exactly what you want, whether that’s visiting a gallery or just pottering around the house, to let ideas percolate. Financial stability protects creativity: We talk about the tension between passion and finance, and why having a financial buffer (if possible) is crucial for weathering dry spells or allowing for creative breaks. Slow design vs. industry speed: Emmi highlights the pressure to deliver ideas instantly and why she now factors in a "percolation period" at the start of projects to allow ideas to properly form. Episode Highlights: 02:00 – Emmi shares her background working in studios in Italy, New York and London before setting up Studio EMMI 20 years ago. 06:30 – The story behind her book: How a severe burnout led to a year off and a deep dive into creative wellbeing. 12:00 – The three biggest challenges creatives face today, including balancing finances and the pressure of instant idea generation. 21:00 – How Emmi practically managed to take a year-long sabbatical (and how Stefan Sagmeister does it every seven years). 23:00 – Practical exercises from The Creative Wellbeing Handbook, including the 'Solo Day' and 'Craft Club'. 32:00 – Emmi’s perspective on AI: Using it as a tool while protecting human creativity and kindness. About The Guest: Emmi Salonen is a Finnish graphic designer and the founder of Studio EMMI, a London-based design practice established in 2005. She is the author of The Creative Wellbeing Handbook, a guide designed to help creatives navigate the ups and downs of their practice. You can find more about Emmi's work at and explore resources for the book at I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39757300

5 moments from the podcast that changed my brain chemistry 01/23/2026

5 moments from the podcast that changed my brain chemistry Last week I gave a talk at St Brides Foundation in London about some of the key moments from the podcast that have forever changed my brain chemistry. Today on the podcast I am sharing those moments with you. Hosting this podcast has added value to my business and in fact my life in ways that I never expected. I've listed all of the episodes mentioned so that you can go back and have a listen through for the full conversations. I hope you find these moments as inspiring as I did! I would love to hear what you think of this episode, and if there have been any moments from the podcast that have stuck in your mind aswell! So please do let me know on Instagram where I'm or and I hope you enjoy the episode! Key Takeaways "No" is not the end of the story Each rejection can give you valuable information to improve and come back stronger. Fear of success can hold you back more than fear of failure Sometimes we sabotage ourselves not because we're afraid of failing, but because we're afraid of what success might cost us. "Should" is the killer of joy When you catch yourself saying "I should do this," you're likely following someone else's path. Replace "should" with "could" to open up possibilities that feel more aligned. Expect initial rejection as a learning opportunity. Lean into and welcome rejection as a task of curiosity and information to further your goals Stop adding, start subtracting Before adding new habits, projects, or commitments to your plate, ask yourself: "What am I willing to give up to make space for this?" Episode Highlights Lesson 1: Kyle Webster's story - "No" is not the end Lesson 2: Fear of success with Lois Seco and Hannah Istead Lesson 3: Sophie Cliff - "Should is the killer of joy" Lesson 4: Kyra Matthews - Expect rejection as your teacher Lesson 5: Rich Webster - Don't keep adding, take things away Mentioned in the episode and /episode/index/show/buildingyourbrand/id/39824975

Staying Solo: Why Growth Doesn’t Have to Mean Bigger with Maggie Patterson 01/21/2026

Staying Solo: Why Growth Doesn’t Have to Mean Bigger with Maggie Patterson Do you ever get sucked in by all the messaging online about growth and what that looks like? For a while, I have known that I don't want to grow my business to be an agency or to have a big team, but sometimes it feels a bit frowned upon to stay small and keep your business lean I was so excited when Maggie Patterson got in touch and suggested chatting on the podcast about staying small on purpose. This chat was totally up my street! We talked about the "trust recession", AI, how we price and package our work, and so much more. I hope you will come away feeling encouraged, but also given a confidence boost about building a business that feels right for you. Key Takeaways: You don't need to scale to succeed: The majority of businesses are actually one-person operations, yet most business advice focuses on scaling up. You don't have to hire a team if you don't want to; staying solo is a valid and ambitious choice. Charge for strategy, not just tactics: A common mistake for creatives and consultants is charging the same for strategic thinking as they do for tactical implementation. If you don't highlight and charge for your strategy, clients may overlook you for big-picture projects. The "Trust Recession" and AI: We are currently in a market where buyers are skeptical and price-conscious, often referred to as a "trust recession". As a solo business owner, your superpower is your ability to offer genuine human connection and build personal relationships, which builds trust faster than faceless brands can. The "Real Life Rule": Your business must work for your actual life, otherwise you will end up resentful and burnt out. When planning growth, you must consider your actual capacity—not just time, but energy and the season of life you are in (like having small children). Episode Highlights: 02:00 – Maggie introduces her book, Staying Solo, and why she wrote it for the majority of business owners who don't want to manage a big team. 10:00 – Why pricing is the first place to look when refining your business, and why most service providers are undercharging. 13:00 – The "Strategy Stack": understanding that pricing doesn't exist in isolation from your positioning, packaging, and promotion. 20:00 – Discussing AI, the "trust recession", and why solo owners have an advantage in building genuine connections. 39:00 – Maggie’s "Real Life Rule" and why we need to stop trying to build fantasy businesses that don't fit our reality. About The Guest: Maggie Patterson is a consultant who has spent years working with micro-businesses and solo service business owners, such as creatives, consultants, and professional service providers. She is the author of Staying Solo: Your Guide to Building a Simple and Sustainable Service Business, which launched in April 2025. You can find Maggie at I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39659885

How branding can transform the way you show up in your business 01/16/2026

How to Practice What You Preach as Your Business Grows with Kat Nicholls 01/14/2026

How to Practice What You Preach as Your Business Grows with Kat Nicholls Today on the podcast, I am chatting to Kat Nicholls, the Brand and Integrity Manager at Happiful. If you haven't come across Happiful before, it is a network of mental health and wellness directories as well as a monthly magazine. I loved chatting to Kat about how the brand came about and what it stands for, but we also dive deep into how to maintain your integrity as your brand grows. We cover some of the mistakes they have made and how they navigated them, along with brilliant advice on remaining true to your values and ensuring those values are communicated effectively across a growing team. For most of us as small business owners, integrity is so important, so I am sure you are going to find this episode incredibly helpful. Key Takeaways: Defining Integrity: For Kat and Happiful, integrity is really about honesty and authenticity. It involves admitting when you make mistakes and learning from them, while ensuring you are "practising what you preach" regarding your values and how you treat your employee. The "Proof Policy": To maintain high standards, Happiful uses a "proof policy" to ensure that any professional advertising on their directories reaches a certain standard of training and adheres to a code of ethics. The Power of Saying No: Sometimes maintaining integrity means turning down press opportunities or partnerships that don't align with your values, even if they would provide significant brand exposure. Handling Mistakes: When things go wrong, such as publishing misinformation, the key is to apologise sincerely to those affected, investigate why it happened (often human error), and implement training to prevent it from happening again. Navigating AI with Integrity: Happiful has developed an AI policy that requires transparency; members must disclose if AI was used, and content cannot be fully AI-generated because human connection is vital in the mental health space. ‌ Episode Highlights: 01:00 – Kat explains her role as Brand and Integrity Manager and the mission behind Happiful. 09:03 – We discuss the definition of integrity: honesty, authenticity and admitting when we get things wrong. 11:59 – The challenges of maintaining integrity and considering your impact on the environment and employees as a business grows. 19:53 – How to handle mistakes and course-correct when content doesn't align with your values. 30:52 – Developing an AI policy that balances technological tools with human connection and transparency.. About The Guest: Kat Nicholls is the Brand and Integrity Manager at Happiful, a company that owns a network of online directories for mental health and wellbeing support, as well as a monthly magazine. Her background is in content writing, podcasting, and coaching, and she now focuses on ensuring the brand maintains its authentic, value-led approach. You can find out more about the magazine and directories at I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39516355

The only resolution I'm planning to keep in 2026 01/09/2026

The only resolution I'm planning to keep in 2026 In today's first solo episode of the year, I'm sharing the one resolution I'm committing to in 2026; writing! I'll be honest I've already stumbled a few times, but I'm learning to let go of my all-or-nothing mindset and embrace consistency over perfection. I talk about why I've always told myself I'm "not a good writer," how I'm using the 750 Words website to build a daily writing habit, and why this practice is going to transform my business. Plus, I'm opening up about my goal to write a book this year 👀 and how I'm learning to be kinder to myself along the way. I would love to hear what you think of this episode, and what your goals are and/or your approach to your goals so please do let me know on Instagram where I'm or and I hope you enjoy the episode! If you enjoyed this episode please leave a 5* rating and review! Key Takeaways If you keep telling yourself a negative story, it will continue to be true For years, I've told myself I'm not a good writer, but I'm realizing that story isn't serving me. By practicing daily, I'm proving to myself that writing is a skill I can improve, not something I'm inherently bad at. Consistency doesn't mean perfection. I've struggled with an all-or-nothing mindset my whole life, but I'm learning that missing a day here and there doesn't mean failure. It's about showing up regularly, even when it's not perfect; whether that's writing, going to the gym, or any other goal. Daily writing is an investment in my business. Writing shows up everywhere in my work; email marketing, blog posts, website copy, client communications—and by improving this skill, I'm setting myself up to communicate better across all areas of my business. Plus, I'm building a bank of content I can repurpose later. Episode Highlights 2:07 I explain why I don't usually make resolutions and prefer to hold my goals loosely 5:15 I'm revealing my 2026 resolution: writing 750 words every day using the 750 Words website 7:25 I'm opening up about the negative story I've been telling myself about not being a good writer 11:45 I'm discussing my all-or-nothing mindset and how I'm learning to be kinder to myself Mentioned in the episode: /episode/index/show/buildingyourbrand/id/39657400

10 Boring Things That Create Exciting Growth with Alice Benham 01/07/2026

10 Boring Things That Create Exciting Growth with Alice Benham Happy New Year and welcome back to the Building Your Brand podcast for 2026! I am so excited for what I have in store for this podcast this year. To kick things off, I’m thrilled to welcome back a returning guest for her third time on the show: Alice Benham. Alice is the perfect person to start the year with because I love how she thinks about goals and working on your business rather than just in it. In this episode, we demystify the difference between those two concepts (because I honestly get confused all the time!). We also discuss why it is so important to make time for big-picture strategy, even when it doesn't feel urgent, and how to create a vision that actually motivates you. I hope this episode serves as a lovely motivational start to your year and helps you make a plan to grow your business in a way that feels really good to you. Key Takeaways: The difference between "on" and "in" the business: Working in your business is employee mode (admin, client work) where you notice immediately if it stops. Working on your business is CEO mode (growth, strategy) where the impact is seen months down the line The urgency trap: We often neglect working on our business because it lacks the immediate urgency and dopamine hit of client work, but it is essential for long-term growth. The AB Method: Alice breaks down her strategy into three key habits: casting vision, setting goals, and tracking progress Hold the vision tightly, goals loosely: Your vision is the ultimate destination or feeling you want, while goals are just the vehicle to get there. It is okay to change your goals if a better path appears Track what matters to you: Don't just track arbitrary numbers like revenue if they don't serve you. Create a "scorecard" with 3-5 metrics that align with your specific goals, such as how aligned your work feels or revenue from a specific offer Episode Highlights: 02:27 – Alice explains the "Dummies Guide" to the difference between working on and in your business 11:59 – Why documenting and tracking is vital to stop you from being led purely by emotion 18:41 – The danger of "vanity metrics" and why Alice recommends a simple scorecard with a maximum of five data points 23:25 – How to avoid "goal distraction" by ensuring your goals are actually your own and not just what you see others doing 30:08 – Why vision work is like taking a spatula to the inside of your brain to scrape out ideas About The Guest: Alice Benham is a business strategist who helps business owners grow by working on their business, not just in it. She is the founder of the "On It" programme, which provides the structure and space for business owners to set goals, track progress, and cast their vision. You can find Alice on her or . Mentioned in this episode: Alice's programme for business owners to work on their business. Use code LIZ10 for 10% off I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39439870

My business goals, dreams and ideas for 2026 12/19/2025

My business goals, dreams and ideas for 2026 In this final episode of 2025, I'm reflecting on how the format of two episodes a week has been and sharing exciting plans for 2026. From hosting my first live podcast event in Cardiff to pursuing more public speaking opportunities and even writing a book, I'm opening up about my goals, my philosophy on holding plans lightly, and why I love doing more of what's already working in my business. I would love to hear what you think of this episode, and I'd love to hear about your 2026 goals too! So please do let me know on Instagram where I'm or and I hope you enjoy the episode! If you enjoyed this episode please leave a 5* rating and review! Key Takeaways Consistency Pays Off – Running both guest and solo episodes weekly since October has strengthened my personal branding and supported consistent YouTube content creation. Hold Goals Lightly – Sometimes better opportunities emerge than what you planned. Being flexible allowed for speaking at Adobe Max instead of the original podcast event timing. Goals Need Strategy – It's not enough to just set goals; you need a concrete plan and actionable steps to actually achieve them. Do More of What You Love – Growth doesn't require radical change. Focus on expanding the parts of your business that bring you joy and fulfillment. Community Matters – Whether it's self-publishing, podcasting, or building a brand, surrounding yourself with supportive people and communities makes ambitious goals more achievable. Episode Highlights – Welcome & reflecting on the twice-weekly podcast experiment – 2026 public speaking goals and the live podcast event announcement – Details about the February 24th Cardiff event with Gavin Strange and Hannah Isted – The scary but exciting goal: writing and self-publishing a book in 2026 – Philosophy on goal-setting: holding plans lightly and being open to better opportunities /episode/index/show/buildingyourbrand/id/39459300

The Power of Saying No: Decision Trees and Business Boundaries with Katie Chappell 12/17/2025

The Power of Saying No: Decision Trees and Business Boundaries with Katie Chappell I am so excited to have today's guest back on the podcast after recording an episode with her a long time ago about my rejection challenge. Yes, it is Katie Chappell, who was the original inspiration for that challenge! However, we are not talking about rejection today. Instead, we are talking all about Katie’s incredible business as a Live Illustrator. Honestly, I love chatting to her; she is a total business powerhouse with so many brilliant ideas. In this episode, we discuss how she runs her Live Illustration business, the membership and jobs board she has created to share overflow work, and how she manages her time and boundaries. I came away from this conversation so inspired, and I know you will too. Key Takeaways: The pivot to online-only: Katie made the strategic (and initially terrifying) decision to stop doing in-person events and focus exclusively on online live illustration to better manage her stress and family life. Sharing the wealth with a jobs board: Instead of just turning down the inquiries she couldn't take, Katie created a paid jobs board on Substack to pass that overflow work on to other illustrators, creating a win-win for everyone. Dealing with negative comments: Katie opens up about the backlash and trolling she received regarding her jobs board and how she now views it as a "rite of passage" and a sign of increased visibility. The power of the decision tree: To avoid decision fatigue, Katie uses a "decision tree" managed by her assistant to automatically filter inquiries—if a job doesn't meet her specific criteria (like being online and within school hours), it goes straight to the jobs board. Live illustration is thriving: Despite doom and gloom in the wider illustration industry, Katie explains why live graphic recording is still a high-value, premium service that corporate clients love. ‌ Episode Highlights: 02:11 – Katie explains exactly what live illustration looks like and how she captures visual notes during events.‌ 07:59 – How Katie discovered graphic recording in the library during her master's degree and realised it was like being a war artist, but for meetings. 14:26 – The moment Katie realised she needed to scale back her agency model and set a deadline to go online-only. 15:28 – How the "Jobs Board" was born from an abundance of inquiries she couldn't fulfill. 25:59 – Navigating "mild trolling" and the emotional process of dealing with negative comments online. ‌ About The Guest: Katie Chappell is a live event illustrator who makes visual notes for online events. She is also one-third of The Good Ship Illustration, where she runs courses for creatives, and she manages a popular jobs board for illustrators. You can find Katie on or say hi on Mentioned in this episode: : Katie's course business with Helen Stephens and Tanya Willis. A Substack for illustrators to find work. Previous podcast guest who discussed business as a self-development tool. : Discussed as someone who handles online visibility well. I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39336415

Goals, Growth & Business Gains: Reflecting on 2025 12/12/2025

From Overlooked to Fully Booked with Niki Hutchison 12/10/2025

From Overlooked to Fully Booked with Niki Hutchison In this episode, I really enjoyed picking the brains of Niki Hutchison, a marketing strategist who is passionate about online businesses marketing themselves like pros. We discuss moving away from amateur ways of doing things to ensure you are marketing like a professional. Even though I am not a trained marketer myself, I have loved learning about it over the last decade of running my business. Niki and I delve into many interesting areas, including demystifying what a 'strategy' actually is, the importance of a multi-channel approach, and the massive impact public speaking can have on your business growth. Key Takeaways: Marketing strategy doesn't have to be complicated: Niki explains that strategy is often over-complicated, but it is simply about starting with your business objective and deciding how to use different channels to achieve it. Don't rely on a single channel: One of the biggest mistakes small businesses make is relying on just one platform; instead, you should leverage your own channels (like your email list) alongside partnerships and other people's audiences. The power of in-person connection: Niki shares that speaking on stages and building real-life connections is currently the most effective way she is growing her audience and establishing trust quickly. Consistency creates trust: A major issue is 'ghosting' your marketing; disappearing and reappearing makes it difficult to establish trust with your audience, so it is vital to find a sustainable rhythm. From Overlooked to Fully Booked: Being 'fully booked' isn't about having zero white space in your diary; it's that confident feeling that you are winning at business, clients are coming in, and momentum is building. Episode Highlights: 02:59 – Niki demystifies the word "strategy" and explains why it is actually quite simple. 07:59 – The danger of relying on just one social media channel and the importance of partnerships. 12:54 – Why in-person speaking and events are Niki's most exciting marketing tool right now. 20:19 – How to build reciprocal partnerships to help spread the word about your launches. 34:23 – Niki’s top tips for creating a marketing plan that fits into your actual life without leading to burnout. About The Guest: is a marketing strategist who helps business owners and brands take a multi-channel marketing approach to market like a pro. She runs two businesses: her personal brand teaching business owners how to market and grow, and specialising in launching for organisations. You can find Niki on Instagram , where she basically lives in her DMs, or connect with her on . You can also find out about her in-person events at her website. Mentioned in this episode: The event Niki hosts in Edinburgh with her friend Abby. Niki is an advisor and trainer for this platform. The tool Niki uses to schedule her content. : An app Niki uses to keep on track with her tasks. I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39289545

Behind The Scenes: A mini audit of my business model 12/05/2025

Foresight vs. Fads: Building a Brand That Lasts with Josephine Hatch 12/03/2025

Foresight vs. Fads: Building a Brand That Lasts with Josephine Hatch Today on the podcast I am chatting to Josephine Hatch, who is an Innovation Director with over 20 years of experience in foresight, cultural strategy, and brand innovation. Now, you might not totally know what any of that means, but basically, we are talking about trend forecasting! One of the things that really struck me during our chat is that, as creatives and small business owners, many of us do this instinctively without having the formal language for it. This conversation gave me such a good framework for being more strategic about looking at culture and making plans for my business and honestly, Jo’s perspective gave me such a boost regarding the value of human creativity. Key Takeaways Foresight vs. Fads: While "trends" are often associated with fast fashion or fleeting fads, foresight is about spotting signals and understanding the macro forces that impact human behaviour. Human Truths Remain: Technology and context change, but fundamental human truths—like the need for connection or joy—stay the same. Successful brands understand how to tap into these enduring feelings. The AI Counter-Movement: As generative AI adoption grows, there is a strong counter-trend towards the "human." People are increasingly valuing imperfections, analog hobbies, and genuine human curation. Look Outside Your Bubble: Real innovation rarely comes from looking at your direct competitors. Instead, look to other industries, art, and culture for inspiration to disrupt your own category. Episode Highlights 02:51 – Joe explains her background and how an Alexander McQueen runway show sparked her interest in how fashion mirrors society. 06:49 – We discuss why "trend" has become a dirty word and the difference between short-term fads and long-term foresight. 12:56 – Joe shares incredible free resources and tools that small businesses can use to spot cultural shifts. 20:23 – A fascinating look at AI, including why the "human touch" is becoming a premium and the rise of analog hobbies. 33:17 – Simple habits you can adopt to become more culturally curious, including how to document the things that inspire you. About the Guest Josephine Hatch is an Innovation Director at The Otherly, an innovation and brand agency that works with global brands and small businesses to help them defend their space and grow with intent. She has spent 20 years working at the intersect of trend forecasting, cultural strategy, and innovation. Website: LinkedIn: Mentioned in this episode The Otherly Andres Colmenares, Responsible AI expert and IAM festival co-founder Link to a google drive of trend reports via Global Cultural Strategist Amy Daroukakis. Note that a new set of trend reports will come out around December 2025 Free platform for trends, updated daily , and (both good for packaging), SJ from The Akin’s substack is a great read for what's happening in culture Emma Jane Palin’s Our Curated Abode and Instagram I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39197795

Behind the scenes of my branding process 11/28/2025

Patricia van den Akker: The Power of Teaching in Your Creative Business 11/26/2025

Patricia van den Akker: The Power of Teaching in Your Creative Business Something that really inspires me in the small business world is how many turn their hands to teaching online, myself included. I remember teaching my very first workshop online to over 350 people around the world during lockdown and absolutely LOVING it. Since then I've taught lots more and created group courses that I'm so proud of which is why I was thrilled to chat to Patricia van den Akker, director of the Design Trust, business advisor, trainer and coach. Patricia's worked with thousands of creatives over the last 20 years and she's recently written a book called Teaching Creative Workshops in Person and Online. So if you already teach as part of your business or it's something that you are interesting in adding, then I think you're gonna find today's episode so, so valuable where we talk all about how to host workshops and teach really, really well. Episode Highlights 05:06 Patricia shares a tip for online teaching and workshops: "launch before you're ready" to stop procrastinating, noting that getting paid increases commitment 11:59 Discussion on why teaching is beneficial for creative small business owners, including the reality that services are often currently easier to sell than product 16:59 Patricia discusses the psychology of pricing, noting that "when people don't pay, they don't value it" and that charging can actually increase student commitment . 30:00 Patricia outlines her framework for teaching by asking three key questions: "Why do you want to teach?", "What do you teach?", and "How do you teach?" . 39:56 A discussion on facilitation and the realization that often "we teach what we need to learn," and that students frequently learn more from each other than from the teacher . About the Guest: Patricia van den Akker Patricia van den Akker is the Director of The Design Trust, a creative business advisor, trainer, and coach. She has over 25 years of experience working with craftspeople, designer-makers, and applied arts professionals. Book: Website: Instagram & Facebook: ‌ I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39078725

Overcoming discomfort by embracing it 11/21/2025

Overcoming discomfort by embracing it In today's solo episode I am chatting about the levels of discomfort we can step into in our businesses to activily pursue growth. 'Get out of your comfort zone' isn't always a helpful phrase when there's no nuance added to the context. I chat through what has now become the normal signs and signals for me that I am in that sweet (horrible) spot of discomfort that is just right for me - uncomfortable but not totally out of reach. I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! If you enjoyed this episode please leave a 5* rating and review! Key Takeaways: "Capacity for Discomfort” is More Useful Than “Comfort Zone” Instead of fixating on leaving your comfort zone, focus on gradually increasing your tolerance for discomfort in ways that are healthy and sustainable. Growth Happens in Manageable Steps You don’t need to leap into the deep end; taking one step at a time, with realistic self-belief, leads to more sustainable progress. Discomfort is a Sign of Growth, Not Failure Feeling nervous or uncomfortable is normal and often means you’re on the right track. Over time, what once felt scary becomes routine. Everyone’s Journey is Unique Your capacity for discomfort, the risks you can take, and the support you have will look different from others. Comparing yourself to others isn’t helpful; focus on your own path. Episode Highlights: 0:31: The Problem with “Get Out of Your Comfort Zone”: I discuss why the phrase can be unhelpful without nuance and context. 3:57: I share my own journey with my comfort zone 7:07: The Value of Discomfort: I talk through how discomfort signals growth and how repeated exposure reduces anxiety over time. 12:00: I talk about the importance of accepting both positive and negative emotions in business and life. Mentioned in the episode: /episode/index/show/buildingyourbrand/id/39102935

Jason Tamou: Why Influencer Marketing is Crucial for Your Brand 11/19/2025

Jason Tamou: Why Influencer Marketing is Crucial for 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 how you can start building your personal brand and land paid partnerships. Episode Highlights 02:40 - Jason's viral journey: hitting 2 million TikTok followers in 18 months by creating recipe content and being called an "idiot sandwich" by Gordon Ramsay. 06:55 - Why big brands like Adobe rely on influencers, who act as "life consultants" to guide people across niches like finance, fitness, and creative editing. 13:00 - Advice for smaller businesses: starting with UGC (User-Generated Content) is the most cost-efficient way to get creator recognition without paying for their platform's reach. 20:15 - The power of enthusiasm: Jason shares a story of a creator landing a partnership not because of their large following, but because of their consistent effort, passion, and involvement in the community. 24:55 - Why influencer fees are justified: creators wear a minimum of ten hats, including editing, business management, and community engagement. You're paying for years of audience-building, not just one video. About the Guest: Jason Tamou Jason Tamou is a former Social Media Manager for Adobe (UK channels) and is currently working as a freelance editor and social media consultant, helping small businesses and individuals build their personal brands and confidence in social media. Instagram (Creator Account): LinkedIn: I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/39007675

Starting the conversation: My identity crisis 11/14/2025

Starting the conversation: My identity crisis 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 The Changing Nature of Careers: Careers are no longer defined by a single job or title for life. It's increasingly common to have multiple roles, pivot between professions, and build a career from diverse income streams. This shift can create identity challenges, but it also offers freedom to redefine yourself over time. Personal Branding: Choosing Your Narrative: You have the power to decide how you present yourself to the world. Personal branding isn't about sharing everything—it's about strategically highlighting the aspects of your identity that feel authentic and meaningful to you. Giving Yourself Permission to Claim a Title: You don't need external validation to call yourself a designer, writer, or any other title. If you're doing the work, you can claim the label. Overcoming imposter syndrome often starts with giving yourself permission to own your chosen identity. Episode Highlights 0:53 Rich Webster setting the scene for my identity crisis 1:23 Titles we give ourselves in our businesses and how we draw identity from them 4:13 How titles and career paths have changed in society over the years 5:14 Who gets to decide what the labels are? 6:06 Personal takeaways 7:16 Why we use labels and titles and why maybe we sometimes shouldn’t Mentioned in the Episode If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38992745

The Holy Grail of Copywriting is Getting Paid to be You with Laura Belgray 11/12/2025

The Holy Grail of Copywriting is Getting Paid to be You with Laura Belgray 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 shares her incredible advice on: Why "conversational is the new professional" in copywriting. How to write like you talk, even if you were conditioned to write formally. Her genius tips for crafting subject lines that drive curiosity and get opened. How to find "Story Goldmine" in your everyday, mundane life. Redefining "value" in marketing. Her thoughts on AI, the dangers of its style, and its helpful uses. I really hope you enjoy this chat as much as I did! ⏱️ Episode Highlights 02:00: Laura's windy career path from TV promos to becoming an email marketing expert and launching her first course, Inbox Hero. 04:41: The number one piece of advice for writing great copy: read it out loud to ensure you're writing like you talk. 08:29: Why subject lines should not be like article titles and the best way to get people to open your emails (HINT: think like a text message to a friend). 13:16: How daily journaling of small, mundane details can help you discover 'micro stories' that can be turned into great emails. 33:57: Advice on how to find your voice and inject personality into your writing, including keeping track of your specific expressions and using the 'Coat of Arms' exercise. 👤 About the Guest: Laura Belgray Laura Belgray is the founder of Talking Shrimp, a copywriting company with the mission of helping small businesses and entrepreneurs make their business a perfect expression of their personality. Website: Instagram: Book: Tough Titties on Living Your Best Life When You're the Effing Worst (Available at and wherever books 📚 Mentioned in the Episode Course: Course: Journaling Platform: AI Tool/Training: and The Point Finder AI tool Freebie: Author/Book: Annabel Monaghan (Laura recommends starting with Nora Goes Off Script) Author/Book: David Sedaris (Laura recommends Me Talk Pretty One Day) 💌 End Credits I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38922325

Lessons from 200 episodes 11/07/2025

Amy Warren: Turning Your Expertise into a Book 11/05/2025

Amy Warren: Turning Your Expertise into a Book 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 get started, even if you don't consider yourself a "good writer". This episode is designed to inspire you to take the leap if writing a book has been on your goal list! Key Takeaways A Book is a Powerful Calling Card: A book can literally transform your career and business by introducing you to a wider audience without you having to be physically present. It serves as an epic lead magnet and an attainable way for people to access your expertise. Repurpose Existing Content: If you have a podcast, you are sitting on a huge asset that can be turned into a book by identifying core themes and using clips and recordings to back up your written arguments. This is an exciting way to break down the mindset block that a book must be completely new content. The Goal is the Outcome: Before starting, define the purpose of your book by completing this sentence: "I will write a book that will...". This goal will inform the book's content, ensuring it gives value while leaving readers wanting more, potentially leading them to your higher-cost services. Episode Highlights 02:11 - Discussing the huge historical stigma around self-publishing and the increasing difficulty of securing traditional publishing deals due to reliance on social media following. 05:00 - Amy shares her personal story of how self-publishing her first book, after initial rejection, led to a full book deal, ghostwriting Sunday Times bestsellers, and a whole new business. 07:50 - How to turn a podcast into a book using AI to sift recordings and identifying overarching themes to create a structured narrative, rather than just a tedious transcript. 13:20 - The benefits of being an author, including becoming a recognised expert or "thought leader", using the book as a high-quality "calling card" to pitch to prospective clients, and boosting your professional bio. 23:50 - The vital first step in writing a non-fiction book: creating an outline to map out the chapters, their contents, and the reader's entire journey or arc. About the Guest: Amy Warren Amy Warren is an author, ghostwriter, and book coach who helps entrepreneurs, coaches, and consultants turn their ideas into commercially viable books. She also helps people self-publish their books through a 'publishing partnership,' where the author retains all rights and control. Website: Instagram: LinkedIn: I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38808120

My honest thoughts about Adobe MAX 10/31/2025

Beyond "Niching Down": The Power of Strategic Messaging with Kierian Cameron 10/30/2025

Beyond "Niching Down": The Power of Strategic Messaging with Kierian Cameron 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 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: use discount code: CULTMYSTERY Instagram: @‌ Mentioned in the Episode Book: Concept: (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 or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38742250

Is AI damaging your brand? 10/24/2025

The Art of YouTube: Building a Channel That Lasts with Jade Beason 10/22/2025

The Art of YouTube: Building a Channel That Lasts with Jade Beason 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 a channel or looking to get more consistent, this episode is packed with valuable insights. Key Takeaways Start with Value, Not Gear: In the beginning, your only focus should be on consistently delivering valuable content to your audience. Set a "Commitment Goal": To overcome the initial period of low views and slow growth, set a "commitment goal". Evolve Before Your Audience Gets Bored: A content or thumbnail style that works brilliantly now will likely cause audience fatigue in about six months. Create for Your Audience, Not Yourself: To build a brand or community, you have to switch from creating content for yourself to creating content for your audience. Episode Highlights [07:00] Jade shares the catalyst for starting her channel: watching her husband go from idea to a published video in just 48 hours made her realise it wasn't as hard as she was telling herself. [15:00] Jade walks through her specific, manual process for researching and identifying trending video topics that have a high potential to be pushed beyond a creator's existing audience. [23:00] Why thumbnails are "incredibly important" and act like an advert for your video . A low click-through rate tells the algorithm that people aren't interested, and it will stop recommending your content. [39:00] Jade’s quick-fire advice for anyone starting out, including how often to post , how long videos should be (and the 8-minute monetisation rule!) , and what basic kit you actually need. About the Guest Jade Beason is a content marketing expert who helps creators build sustainable businesses. She started her YouTube channel in November 2020 and grew it into a full-time career within six months. She is the founder of the creator community The Creator Project and the new agency Social People. YouTube: Instagram: Website: The Creator Project: Social People Agency: Mentioned in the episode Editing Software: , Project Management: Video Collaboration: Equipment: , , People: , I would love to hear what you think of this episode, so please do let me know on Instagram where I'm or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38604185

A pep talk for small business owners 10/17/2025

Behind the Zines: Building Community Through Print with Izzy Poirier and Caroline Sarrette 10/15/2025

Behind the Zines: Building Community Through Print with Izzy Poirier and Caroline Sarrette One of the things I love most about building a brand is the opportunity to explore creative projects beyond my core offering. Whether it’s a podcast, a book, or a YouTube channel, these projects allow us to share our work in new and exciting ways. That’s why I’m so excited to share my conversation with Izzy Poirier and Caroline Sarrette, the brilliant minds behind the Ottawa and New York Design Clubs. In this episode, we go behind the scenes on their latest collaborative project: a beautifully designed zine. We discuss the entire process, from the initial idea during the pandemic to navigating difficult printers and securing sponsorship. Izzy and Caroline share candidly about the struggles of managing a huge project with lots of collaborators, but also the incredible benefits and sense of community it has brought them. If you’ve ever thought about launching a creative project to showcase your work, you’re going to love this episode. Key Takeaways Passion Projects Fuel Your Brand: Running the design club and creating a zine has been a huge undertaking, but it has directly influenced Izzy's business, helping her define her niche in community building and bringing her new client work. Embrace the "Silent Work": A finished zine or a successful event looks effortless, but it’s built on a mountain of unseen work, from endless email outreach to speaker rehearsals and logistical planning. It's the underlying passion for the project that keeps you motivated through the long hours. Challenges Build Resilience: Every hurdle, from finding the right speakers to navigating a tense negotiation with a printer that changed a quote by 50%, is a lesson. Overcoming this friction is what improves your processes and makes you stronger. Print Creates Tangible Community: The zine began during the pandemic as a way to archive creativity happening during lockdown. It has since become a tangible way to showcase artists, create conversations, and even help contributors land jobs. Episode Highlights 05:47: Izzy explains how starting the Ottawa Design Club at the exact same time as her freelance business was a strategic move to build a network and find her niche. 10:04: Discover how the zine began during the pandemic to create a repertoire of the amazing creativity happening in isolation, and how the first edition sold out in just three days. 17:10: Caroline discusses the specific challenges of building a community in a city like New York, including cutting through the noise to find speakers and sourcing affordable venues. 27:53: Izzy shares the incredibly intense story of a sponsorship deal with a printer going wrong, how she navigated a tense negotiation, and the importance of standing your ground for your community. 34:59: Learn about the theme of the latest zine, "Pivotal Moments", which explores the career-defining shifts that creatives experience and aims to inspire readers to embrace change. About the Guests Izzy Poirier is a brand designer and strategist and the founder of the Ottawa Design Club. Caroline Sarrette is a graphic designer and art director who runs the New York chapter of the Design Club. Izzy Poirier: Caroline Sarrette: 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 or and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/38496255

I got trolled for being lazy 10/10/2025

Is Running an Event Worth It? With Paul Ince of Marketed Live 10/08/2025

Is Running an Event Worth It? With Paul Ince of Marketed Live On this week's episode, I chat with Paul Ince, also known as Biz Paul, about his experience running "Marketed Live," an event he started to help build his brand and business and one I attended as a keynote speaker! We dive into the behind-the-scenes insights of organizing an event, discussing everything from finding a venue and selling tickets to the importance of customer service and food. Paul shares how running an event has significantly boosted his personal brand and offers invaluable advice for anyone considering hosting their own event. Key Takeaways: Running an event can significantly benefit your personal brand and overall business reputation, even if it's not a huge money-maker on its own. Prioritize the attendee experience by investing in quality food, excellent customer service, and thoughtful details that surprise and delight. Carefully consider your audience and what they would find most valuable. You don't always need big-name speakers if you provide genuine value. Explore alternative sponsorship opportunities, such as tapping into a company's Corporate Social Responsibility (CSR) budget to fund initiatives like social ticket funds. It's okay to let go of an event or project if it no longer serves your business goals or personal capacity. Sometimes, saying "no" to one thing allows you to focus energy on more profitable or fulfilling ventures Episode Highlights: 03:15: Paul shares the origin story of "Biz Paul" and how his content marketing consultancy, Like Mind Media, came about. 05:07: Discover why Paul and his friend Tim decided to create Marketed Live and their vision for the event. 09:20: Paul explains how Marketed Live became a valuable asset for Like Mind Media's clients and boosted his personal brand. 17:35: We discuss the unexpected challenges of running an event, including the difficulties of selling tickets and venue issues. 28:06: Paul reveals a clever strategy for securing sponsorship by aligning with corporate social responsibility (CSR) budgets. 37:05: Paul talks about the decision to pause Marketed Live and the importance of knowing when to pivot your business focus. About the Guest: Paul Ince, also known as Biz Paul, is a marketing strategist and the founder of Like Mind Media. Website: Social Media: @‌BizPaul (on all platforms) Like Mind Media: I would love to hear what you think of this episode, so please do let me know on Instagram or I hope you enjoy this episode This episode was written and recorded by me and produced by Lucy Lucraft ( If you enjoyed this episode please leave a 5* rating and review! /episode/index/show/buildingyourbrand/id/37068900

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