Building your Brand

I'm welcoming friend of the podcast Alice Benham back for the fourth time, because we always have such brilliant chats. Alice is a business strategist, speaker, author and the founder of ON IT. While we do completely different things, our businesses overlap more than you might expect, from how we've diversified to the values behind our decisions.
In this episode, we get into what diversification really looks like behind the scenes. Alice shares how she went from over 15 offers to one core programme that brings in around 80% of her revenue, and what it feels like to earn most of your income in Q4. We also dig into brand partnerships: being managed (or not), protecting your audience's trust, and how to decide which opportunities earn a place in your business. We even talk numbers, which I always love.
Key Takeaways
You don't have to find your "one thing" upfront. Alice never planned for ON IT to become her core offer. Experimenting and following the data showed her what to build around.
Focus is mostly about saying no. Ask yourself, "What am I saying no to so I can say yes to this?" Then trust yourself to work out plan B, C or D if things don't go to plan.
Make every income stream earn its place. Ask what each one brings to the table, and rate them on profit, energy, enjoyment and scalability. Enjoyment isn't a nice-to-have.
Brand partnerships run on trust. Only promote what you'd genuinely use, get your audience used to ads early, and remember that paid work can fund more free content.
Being managed isn't a badge of success. Work out what you need (admin support or a growth partner), prove your concept first, and make sure you have the capacity to run with it.
Episode Highlights
02:39: Alice breaks down her income streams, from one-to-one strategy and ON IT to brand partnerships, retreats, book royalties and speaking, and we compare notes on how similar our businesses are.
05:16: How Alice went from over 15 offers to five main income streams, with 80% of her revenue coming from one, and why she says she's "diversified backwards".
08:13: What it feels like to make most of your income in Q4, and why Alice's advice is to experiment rather than hunt for your one thing.
16:01: How brand partnerships fit into Alice's business, from her first deal with Penfold to the idea of "monetising downwards" so you can give more away for free.
18:44: The pros and cons of being managed, Alice's honest experience, and what good management should actually bring.
28:43: Why I put ads in my podcast from the start, how to train your audience to expect them, and how to filter partnerships through trust, values and creativity.
38:34: Rating everything in your business on energy, enjoyment, profit and scalability, and why saying yes to everything isn't as generous as it looks.
About the Guest
Alice Benham is a business strategist, speaker, author and the founder of ON IT, a year-long programme that helps business owners connect their big vision to their daily action.
Website: AliceBenham.co.uk 
Instagram: @alice_benham
ON IT (with discount code LIZ10): On It
Mentioned in the Episode
Alice's Notes app screenshot post about doing more ads
Free Vision prompts
Penfold (Aff link - get £25 when you sign up), the pensions company
CreatorFest, the creator conference
Ola Pelo, creator and guest at my live podcast event in London
Paul Ince, my coach, and his exercise for rating your offers
Alice's previous episodes on the podcast https://buildingyourbrand.net/episode/alice-benham/  and https://buildingyourbrand.net/episode/10-boring-things-that-create-exciting-growth-with-alice-benham/ and https://buildingyourbrand.net/episode/the-honest-truth-about-writing-a-business-book-with-alice-benham/
Come and say hello
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!
End Credits
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 episode, I'm sharing six honest reasons I might say no to a podcast guest pitch. I currently receive more pitches than ever, and while I still want to discover brilliant guests I may not already know, I need a clearer process for deciding which conversations are the right fit. Think of this as a practical, behind-the-scenes guide to pitching thoughtfully, making a host's job easier, and giving your idea the best possible chance.
Key Takeaways
A thoughtful pitch goes a long way Taking a little time to understand a podcast and its audience shows that you value the host, their listeners and the opportunity to contribute.
Experience helps you show up with confidence Guesting on other podcasts first can help you feel more comfortable with the format, refine your message and make the conversation stronger for everyone listening.
Specific ideas are more compelling than broad expertise Do not just say what you do. Offer a clear topic, a distinctive angle and a sense of what listeners will take away from the conversation.
Make it easy for people to say yes Include direct links to your website, social channels and previous interviews. The less detective work a host has to do, the more likely they are to explore your pitch.
Confidence does not mean entitlement You can be clear and enthusiastic without assuming you have already been booked. A good pitch invites a conversation rather than demanding a slot.
Episode Highlights
00:00 – Why I'm receiving more podcast pitches than ever and changing my pitching process
01:18 – Why previous podcast guest experience has become an important consideration
02:30 – The value of pitching a clear topic and helping a host imagine the conversation
04:22 – Why links to your website, social media and past interviews matter
05:19 – The problem with assuming a host will say yes before they have considered your pitch
06:52 – Why inaccurate flattery and unverified AI-generated details undermine a pitch
08:58 – How to make an initial DM or email feel considered, relevant and easy to respond to
10:29 – The bigger aim: creating a clearer, more manageable guest-pitching system
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'm joined by money coach and return guest Talia Loderick to talk about the emotional side of money, as well as the practical habits that can help us feel more in control. We explore the stories we tell ourselves about being "bad with money," how our upbringing shapes our financial behaviour, and why creating a system that works for your brain matters more than following someone else's rules. If money feels overwhelming, this conversation is a supportive reminder that confidence comes from small, consistent actions.
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 edited by me, recorded and produced at Kingsbane Studios
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!
Key Takeaways
You are not "bad with money" — you may just need more time with it Avoidance can make finances feel more intimidating. Getting familiar with your numbers, little by little, helps replace anxiety with clarity.
Your money habits are shaped by stories, not just spreadsheets The beliefs you absorbed growing up, the messages you hear online and the expectations around you can all influence your financial decisions. Naming those stories gives you more choice over what comes next.
Define financial success on your own terms Your priorities might be family holidays, flexibility, security, creativity or adventure. There is no universal "right" way to spend, save or invest; the aim is to make your money support what matters to you.
Small actions build real confidence You do not need a perfect plan before you begin. Saving a small amount, checking your accounts regularly or separating your business and personal finances creates evidence that you can handle your money.
Know how much it costs to be you Understanding your genuine monthly outgoings — including essentials, enjoyment, savings and future goals — gives you the information you need to make informed decisions without guesswork.
Give your business finances a clear structure Separate accounts, a regular pay date and a realistic view of cash flow can make self-employment feel less chaotic and help you pay yourself with more consistency.
Episode Highlights
01:45 – What a money coach does and why mindset matters alongside practical financial skills
07:14 – Letting go of the story that you are "bad with money"
12:05 – Defining what financial success and a good life look like for you
20:22 – How relationships, upbringing and household circumstances shape money decisions
27:14 – Practical foundations for self-employed people: separate accounts, cash flow and paying yourself regularly
40:17 – Building financial confidence through action, habits and small achievable goals
48:14 – Starting a pension or savings habit before you feel completely ready
52:34 – Two helpful starting points: identify your values and understand your real monthly costs
Mentioned in the Episode
Talia Loderick's newsletter - https://www.talialoderick.co.uk/newsletter
About the Guest
Talia Loderick is a Money Coach who helps women understand and take control of their behaviour with money so they can stop stressing about money and start ensuring they have enough to live well – now and in future.
Talia's website and money coaching – https://www.talialoderick.co.uk/

In this episode, I'm sharing the content-repurposing habits that have helped me show up more consistently without feeling like I'm constantly creating from scratch. I definitely don't have a perfect system, but I've found a few simple ways to reuse evergreen posts, turn long-form content into smaller pieces, and make the most of the work I've already done. If creating content feels overwhelming, I hope this gives you permission to make it easier.
Key Takeaways
Your existing content is full of possibility A useful post does not have to be used just once. If it is still relevant, sharing it again gives it another chance to reach the people who need it.
Consistency does not require constant reinvention Scheduling and revisiting evergreen content can help you keep showing up, especially during busy periods when creating something new feels difficult.
Long-form content can work harder for you A podcast transcript, blog post or video script can become a carousel, LinkedIn post, Reel, email or a collection of future content ideas.
Use tools to support your creativity, not replace it Assistive tools can help you identify key points, organise ideas and create a first draft, while your voice, judgement and creative direction remain central.
Repetition helps people remember what you stand for Re-sharing core ideas is not boring. It reinforces the topics you want to be known for and helps new followers discover your work.
Small systems create more breathing room Saving drafts, batching simple formats and planning future reposts can reduce pressure and make visibility feel much more manageable.
Episode Highlights
00:00 – Why I'm learning to repurpose content instead of always creating from scratch
00:45 – My simple scheduling habit for reusing evergreen posts in three to six months
04:17 – Turning podcast transcripts and long-form content into carousels and social posts
07:50 – Using past content to spot recurring themes and generate fresh ideas
08:15 – Re-recording older video scripts to refresh content quickly
09:16 – How other creators reuse Reels multiple times in different formats
10:46 – Why repurposing has helped me stay visible and build steady growth
Mentioned in the Episode
Adobe Express (aff link)
Adobe Acrobat
Brock Johnson Post it Five Times post
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 chat with Morin Glimmer, a feminist brand strategist who works at the intersection of business, brand and body. Drawing on 15 years of shaping brands and 30 years of living with premenstrual dysphoric disorder (PMDD), Morin shares her journey of building identity-led brand foundations and cycle-aware businesses. 
We dig into what working cyclically actually looks like in practice, why rest isn't a productivity hack, and how letting our physical realities inform our business strategy can lead to a far more sustainable, aligned way of working.
Key Takeaways
Your business strategy is missing a piece: your body. As solopreneurs especially, our physical capacity is our "capacity reservoir" — and ignoring it systematically is often at the root of burnout.
Rest isn't something you earn. We need to unlearn the conditioning that ties our worth to productivity and instead rest simply because we're human beings, not because we've "earned" it.
Map your phases to the seasons. Tracking how you feel over roughly three months reveals patterns you can map to the four seasons of nature, so you can lean into your strengths at each phase.
Boundaries build trust — in yourself and with others. A simple move like a cycle-aware out-of-office message protects your energy and quietly gives others permission to rest too.
Honouring your cycle can transform your health. Since fully integrating cycle awareness into her work, Morin says her PMDD symptoms have been virtually non-existent.
Episode Highlights
01:00: Morin introduces herself as a feminist brand strategist building identity-led, cycle-aware businesses.
02:00: Her untraditional start in design — including designing backstage passes for a founding member of the Velvet Underground — and burning out within 10 months at a big branding agency.
07:00: The "penny drop" moment: realising the four phases of the menstrual cycle mirror the four seasons of nature.
09:00: Why rest shouldn't be treated as a productivity hack — we deserve it simply for being human.
15:00: The boundary that changed everything: Morin's cycle-aware out-of-office reply and blocking out "bleed" days in her calendar.
21:00: How honouring her cycle made Morin's PMDD symptoms virtually disappear, plus the "spoons" model for thinking about finite energy.
32:00: The story behind the name Rosie Futures, and how embodying her cyclical brand transformed her business.
About the Guest
Website: rosyfutures.com — sign up for her newsletter, Rosy Letters
Instagram: https://www.instagram.com/rosy.futures/
Mentioned in the Episode
Spoon theory – the concept Morin references for thinking about finite daily energy, popular within neurodivergent communities.
Meg Lewis – a designer I've had on the podcast before, referenced in our chat about breaking industry "rules" around how designers are supposed to work and present themselves.
Hannah and Lois – friends of the podcast, mentioned in relation to a past episode on redefining success and unpicking the fear of growth.
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!