Building your Brand

I am a big believer in the power of "side quests" . Over the years, my own side projects have transformed into vital parts of my business and completely changed my career trajectory . In this episode, I am joined by Mélanie Johnsson, a creative director, illustrator, and designer who is equally obsessed with the magic of the side quest.
We dive into how these personal projects have brought her new clients, created a vibrant community, and allowed her to push her creative boundaries without the constraints of client briefs. Whether you are considering launching a magazine, a community challenge, or an exhibition, Mélanie's proactive attitude will empower you to stop waiting for opportunities and start creating them yourself .
Thanks to Ivy  Malik for sponsoring this episode.  If you wanna learn how to co-create a sale so it doesn't feel like selling head to lizmosley.net/ivy and watch the free training video. 
Key Takeaways
Proactive Career Growth: Side quests allow you to create the exact type of work you want to be hired for, effectively controlling your own professional narrative and journey.
Creative Freedom and Values: Personal projects provide a space to align purely with your own vision and values, which is essential for preventing creative stagnation.
Building Community and Authority: Projects like the "Pattern Challenge" or the "Mimi" platform establish you as an expert and build lasting associations in the minds of potential clients.
The "Art Director" Mindset: Transitioning to broader titles like Art Director or Creative Director allows you to sell your "brain" and problem-solving skills rather than just a specific technical output.
Overcoming Loneliness: Creative communities and in-person meetups serve as a vital antidote to the isolation of freelance life, offering validation and shared support.
Episode Highlights
01:50: Mélanie's background growing up in a creative family and her initial "rebellion" against design .
13:10: The creation of Spellbound magazine and the joy of self-publishing.
14:15: How the "Pattern Challenge" transitioned from an Instagram prompt to a charitable physical product.
20:45: Proving creativity: How a client relationship led to 3D rendering and product design.
26:15: The logistical challenges and dreams of building a physical creative studio.
36:10: Rebranding and the power of solving visual problems through a "Creative Director" lens.
About the Guest
Mélanie Johnsson is a French Art Director, Designer, and Illustrator based in the UK . She works with brands across various industries, from skincare to editorial, and is the founder of the Mimi platform for creatives.
Website: https://www.melaniejohnsson.com/
Instagram: @melanie.johnsson
Mimi for Creatives: @mimi.for.creatives
Mentioned in the Episode
Spellbound Magazine: Melanie's self-published creative magazine.
#thepatternchallengebymel: A long-running creative community challenge on Instagram.
 
End Credits
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!

In this solo episode, I'm exploring the critical role of trust for small businesses in a digital world increasingly shaped by generative AI. I chat through personal experiences, industry observations, and am giving some actionable advice on how brands can navigate the ethical and practical challenges of using AI in marketing and content creation without eroding customer trust.
Key Takeaways
Trust is Fragile and Hard-Won Building trust with your audience takes years, but it can be lost overnight through missteps, especially with misleading or undisclosed AI-generated content.

The "Trust Recession" and AI Skepticism Audiences are more wary than ever, often approaching online content with skepticism due to the prevalence of generative AI and undisclosed ads.

Transparency is Essential Clearly disclosing the use of AI in your content is crucial. Burying disclosures or surprising your audience with AI-generated material can break trust.

Audience Expectations Matter If your brand is open about using AI, your audience is less likely to feel deceived. Problems arise when AI use is unexpected or hidden.

DIY Over AI for Small Businesses Audiences often prefer authentic, even imperfect, DIY content over slick but impersonal AI-generated work. The risk to brand trust may outweigh the convenience of generative AI.

Episode Highlights
00:05 – Introduction: The Annoyance of Undisclosed Ads
00:29 – Why Trust Matters for Small Businesses
02:20 – The "Trust Recession" and AI's Impact on Perception
03:30 – How Generative AI Can Break Trust
05:18 – Ethical Concerns and Audience Reactions to AI
10:35 – Repairing Trust and Planning AI Use in Your Brand




 






 
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, recorded and produced by me
If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube.
If you enjoyed this episode please leave a 5* rating and review!

You know how much I love podcasting and I'm always keen to chat about how transformative it can be for your brand. So in this episode, founder of The Podcast Space Ana Xavier tells me about how to create strategic content that drives real growth in a sustainable way. She shares her expertise on shifting from "vanity metrics" to meaningful engagement, working with sponsors, and why the joy of the process is just as important as the results.
If you've ever wanted to start a podcast this is a must listen! 
This episode is sponsored by Ivy Malik. Head to lizmosley.net/ivy and watch the free training video on how to attract higher paying clients. 
 
Key Takeaways
Avoid the "Mega-Show" Trap: Don't try to replicate the production of shows like The Diary of a CEO if you are a team of one. Focus on what is sustainable and impactful for your specific business goals.
Strategy Over Vanity Metrics: Downloads are not the only measure of success. Strategic content that builds trust with a smaller, dedicated audience can lead to more opportunities and higher conversion than a generic "viral" hit.
The Power of Repurposing: Your podcast is a content goldmine. Use transcripts and highlights to create newsletters, social media posts, and blog content to maximise your reach without doubling your workload.
Monetisation Beyond Ads: Working with sponsors is not just about reach; it is about alignment. Strategic partnerships can provide value to your listeners while creating a sustainable revenue stream for your show.
Prioritise Your Joy: To avoid burnout, you must find a way of podcasting that you actually enjoy. When the creator is having fun, that energy translates to the listener and builds a stronger brand connection.
 
Episode Highlights
05:12: Shifting your mindset from "more listeners" to "better engagement."
12:30: How to use your podcast to build professional authority and trust.
18:25: Strategic ways to approach sponsors and brand partnerships.
27:40: The "Content Waterfall": Maximising every episode through smart repurposing.
35:15: Tips for maintaining consistency and finding joy in the production process.
48:50: Why a podcast can be a business asset even if you don't have thousands of followers.
 
About the Guest
Ana Xavier is a podcast strategist, marketer, and the founder of The Podcast Space. She helps business owners and creators turn their podcasts into strategic marketing engines that deliver professional and personal results.
Website: thepodcastspace.com
Instagram: @thepodcastspace
Podcast: The Podcast Space Podcast
End Credits
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!

In this solo episode of the Building a Brand Podcast, I share 10 honest lessons I'd pass on if I were mentoring a younger designer or small business owner. I cover embracing experimentation and learning from mistakes as well as redefining success and cheering others on. This episode is packed with encouraging mindset shifts for anyone building a creative business.
Whether you're in a season of growth, comparison, overwhelm, or uncertainty, these reflections will help you approach your business with more confidence, joy, and freedom.
Key Takeaways
Treat your business like an experiment so failures become lessons instead of personal defeats.
Consistency becomes much easier when you build your business around things that genuinely bring you joy.
Community matters; even one supportive business friend can make a huge difference.
Success doesn't have to look like internet hustle culture; you get to define it for yourself.
Celebrating other people's wins creates a healthier, more abundant mindset in business.
Episode Highlights
00:00 – Why I've been thinking about mentorship
01:00 – Lesson 1: Have an experimental mindset
02:20 – Lesson 2: Expect mistakes and learn from them
04:00 – Lesson 3: Find the joy and follow it
05:45 – Lesson 4: Find what you can be consistent in
07:15 – Lesson 5: Find your community
09:30 – Lesson 6: Commit to learning new things
10:45 – Lesson 7: Hold onto things loosely
12:15 – Lesson 8: Define what success looks like for you
14:25 – Lesson 9: Don't get obsessed with money goals
16:00 – Lesson 10: Learn to celebrate other people's successes
Mentioned in the Episode
Being Freelance https://www.beingfreelance.com/
Doing It For The Kids https://www.doingitforthekids.net/
The Best 90 Days Ever https://www.hicommunications.co.uk/best90daysever
Episode on Communities: https://buildingyourbrand.net/episode/3-memberships-i-love-as-a-freelancer-and-why-they-matter/
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, recorded and produced by me
If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube.
If you enjoyed this episode please leave a 5* rating and review!

In this episode, I have such an interesting chat with graphic designer Bhavini Lakhani, a specialist in brand identity and marketing collateral.
Get your notebook out because her tips are SO helpful. Bhavini shares her journey from an unexpected start in self-employment following a redundancy in 2011 to becoming an expert in branding for small, independent businesses.
Together, we demystify essential design principles, from color contrast and font legibility to the science of hierarchy offering simple, actionable tweaks that you can implement immediately to build trust and boost sales.
This episode is sponsored by Ivy Malik. Ivy has created a free training to help you understand how higher-paying clients actually think, behave and buy, so you can attract and sell to them more confidently. If you want sales to feel more natural (and less awkward), head to lizmosley.net/Ivy to watch the free training.
Key Takeaways
First Impressions are Critical: You get only one chance to make a first impression; intentional branding communicates professionality and builds the trust necessary for clients to invest in you.
Prioritize Accessibility for Sales: Using high color contrast and legible fonts ensures that potential customers can actually find your contact details and make a purchase.
Stop Center-Aligning Long Text: Left-aligned text is significantly easier for the human brain to process; center-aligning long emails can frustrate readers and lead to missed sales.
Lead the Eye with Hierarchy: Coordinating different font sizes and weights allows you to direct your viewer exactly where you want them to look first.
Consistency Boosts ROI: Using brand elements consistently across all platforms builds immediate recognition and can increase your return on investment by as much as 23%.

Episode Highlights

03:41: We discuss the flexibility of self-employment and working around family life
07:07: Common branding frustrations and the importance of tonal variety in colour palettes
10:55: Discussion on font legibility, the pitfalls of script fonts, and the importance of "kerning" (letter spacing)
16:38: Why you should avoid center-aligning email newsletters to prevent losing potential customers
19:54: Understanding visual hierarchy and leading the audience's eye through a design
23:14: How brand consistency impacts trust, recognition, and ROI
About the Guest
Website: B81designs.com
Instagram: @b81design
LinkedIn: Bhavini Lakhan

Mentioned in the episode:
Ivy Malik: Friend of the podcast and sponsor of this episode! Get a free training video on co-creating sales at lizmosley.net/ivy
Bhavini's Book: A self-published guide with easy-to-follow design tips, available on Amazon or as a digital copy on her website

End Credits:
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!