Building your Brand

• The Surprising Truth About Building a Brand You Love with Andreas Tzortzis

  Today on the podcast, I am joined by Andreas Tzortzis, a former journalist who has written for the likes of Newsweek, Monocle, and The New York Times. For the last 15 years, he's worked in brand strategy and storytelling at places like Red Bull and Apple, and for clients through his consultancy, Hella. He recently co-authored the book, Not a Playbook: The Art of Building a Brand, with Damien Bradfield, the co-founder of WeTransfer. In this episode, we chat all about how brands can grow without sacrificing their integrity, prioritising creativity and trust to build brands that will stand the test of time. I really hope you enjoy the episode and come let me know what you think. You can find me on Instagram at @‌lizmmosley or @‌buildingyourbrandpodcast.   Key Takeaways A Brand is its People: A brand's culture is a reflection of the people who work there. WeTransfer’s success came from hiring people from non-traditional backgrounds and fostering a culture that encouraged experimentation and didn't have layers of approval. The Power of Instinct: Especially in the early stages of building a brand, instinct is invaluable. Relying on instinct over-analysing data can lead to more authentic and compelling brand decisions. Build with Intentionality: Brands that endure are built with a purpose beyond just profitability. WeTransfer's intention was to inject a moment of joy into a utilitarian task and to champion the creative community they served. Embrace Unpredictability: While consistency is important, the brands that truly cut through the noise are those that are unpredictable. This is achieved by having a clear, ambitious vision from the start which gives you the license to experiment and do the unexpected. Trust is Everything: Building trust is a cornerstone of a successful brand. This extends from creating a trustworthy product to empowering collaborators, like artists and creatives, by giving them freedom and respect.   Episode Highlights 06:53: Andreas shares the story behind his book, Not a Playbook, and the unlikely origins of WeTransfer, a tech company founded by designers. 13:58: A brand is simply the people who work there. Andreas explains how WeTransfer's culture of hiring individuals from non-traditional marketing backgrounds was fundamental to its success. 19:58: The significance of intentionality in branding. Andreas discusses how WeTransfer was built with an intention that went beyond profit, aiming to serve and celebrate the creative community. 27:05: How can brands be more creative? By articulating a vision that is bigger and more ambitious than the specific product or service they currently offer, using Apple as a prime example. 41:51: Andreas reveals the five key themes from the book that frame the WeTransfer story, reflecting the best qualities of an artist: intention, trust, faith, instinct, and serendipity.   About the Guest Andreas Tzorkis is a journalist, brand strategist, and co-author of Not a Playbook. Book Website: notaplaybook.com   Mentioned in the episode Book: Not a Playbook Companies: WeTransfer, Red Bull, Apple, Creative Boom, HubSpot Film: The Long Goodbye by Riz Ahmed Newsletter: The Hustle 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!

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• Building Your Brand Through Pricing: Expert Insights from Ivy Malik

  I LOVE an episode where I get to really dig into the deep stuff about running a business so in today's episode, I'm thrilled to be chatting with the brilliant Ivy Malik. Ivy helps creative entrepreneurs who are feeling undervalued to break free from overthinking and fear, enabling them to price with confidence and build businesses they truly love. I always learn so much from my guests, and my conversation with Ivy was no exception – I've definitely got a lot to implement after our chat!   Key Takeaways Here are some of the golden nuggets from my conversation with Ivy: Pricing as Branding: We often overlook this, but your pricing is a massive part of your branding and how your business is perceived in the market. Think about the difference in perception between a £40 handbag and a £4,000 one – price signals value. Undervalued Creativity: As creatives, we often undervalue our work. Ivy suggests this can stem from how arts are treated as "optional" from a young age in education, subconsciously telling us our skills aren't as valuable as others. Confidence is Crucial: Ivy really highlighted that confidence is a key ingredient in being able to charge what you're worth. Often, the person charging more isn't necessarily more skilled, but more confident in communicating their value. This confidence often comes from taking action and gaining experience. Client's Budget, Not Your Burden: It's not your job to decide what your client can or can't afford. Making assumptions about a potential client's budget (e.g., a solopreneur can't afford high prices) can be a limiting belief. They have responsibility for their own finances. Sales Calls as Conversations: A sales call doesn't have to be a pushy, aggressive experience. Instead, think of it as a conversation to understand the client's needs and value, and then frame your price to match what they want. Negotiation is about finding a meeting point you're both happy with.   Episode Highlights 03:00: Ivy talks about her personal drive to protect creatives from a system that often undervalues their work, even acting as an agent for friends in her twenties to ensure they got paid fairly. 08:00: Ivy breaks down the essential components for pricing: skill, experience (which adds depth), and, crucially, confidence. 13:00: A real challenger moment when Ivy questions the common assumption that solo business owners or those serving smaller businesses automatically can't afford higher prices. 27:00: We discuss the importance of taking action despite fear, especially when it comes to increasing your prices. Often, the scary story we tell ourselves about what might happen is far worse than the reality.   About the Guest: Website: Ivy Malik Coaching Instagram | LinkedIn   Ivy has generously offered that if you have any follow-up questions after listening, you can reach out to her, just mention you came from this 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 (http://lucylucraft.co.uk ) If you enjoyed this episode please leave a 5* rating and review!

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• Adding Tangible Magic: Products for Your Service Business with Kerry Tottingham

  Today on the podcast, I'm chatting with Kerry Tottingham, co-founder of the social enterprise A Brilliant Thing. Kerry runs A Brilliant Thing with her sisters, focusing on ‘Healing Centred Design' – a fascinating framework they've developed that blends systemic approaches, creative coaching, and trauma-informed practice to help people and organisations create positive change. Despite this being a relatively abstract concept I thought I’d struggle to understand, Kerry explained the concept beautifully and I know you’ll enjoy the chat as much as I did! Kerry shares her journey and insights into how Healing Centred Design principles, and even complementary physical products, can benefit individuals and communities.   Key Takeaways Healing Centred Design: It's about blending systemic thinking, creative coaching, and trauma-informed practice, shifting the focus from trauma to healing, and equipping people with design tools to create better systems and adapt to change. Adding Products to Services: Creating a physical product (like coaching cards) can solve internal needs (collecting resources), enhance the client experience (changing the environment, offering tangible tools), and act as an invitation into your world and methodology. Product Strategy: You don't need a full product business. Products can be used strategically within a service business for launches, as bonuses, or exclusive offers, without necessarily requiring constant sales and shipping if that doesn't suit your model. Diversification & Innovation: Offering both services and products, or diversifying income streams and experiences in general, can lead to cross-pollination of ideas, innovation ('Collide and Align' principle), and resilience. It allows you to meet people where they are, offering different levels of engagement and investment. The Power of Safety & Collaboration: Building strong, trusting relationships, whether with co-founders (like Kerry and her sisters) or collaborators, creates the necessary safety for creativity, risk-taking, and navigating challenges.   Episode Highlights 02:41: The concept of Healing Centred Design. 08:49: The Brilliant Box coaching cards. 12:10: How the idea for the physical product emerged from an internal need. 18:16: Considering how different types of products (bite-size cards vs. in-depth book) cater to different needs and learning styles. 20:55: The 'Collide and Align' principle – intentionally seeking diverse ideas for innovation.   About the Guest Kerry Tottingham is a co-founder of A Brilliant Thing, a social enterprise she runs with her sisters, Tess and Faye. They focus on teaching and implementing Healing Centred Design. Website: brilliantthings.co.uk Instagram: https://www.instagram.com/abrilliantthing/ Podcast: Healing Centred Transformation Resources: https://www.brilliantthing.co.uk/the-brilliant-box   Mentioned in the Episode Ideas Fest: Event where they launched the Brilliant Box. Hannah's Calendar: https://www.hicommunications.co.uk/product-page/2025calendar Sweet Pea Sensory: Maker providing Play-Doh for Kerry's book launch   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 (http://lucylucraft.co.uk) If you enjoyed this episode please leave a 5* rating and review!

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• Build Your Brand by Working Less with Rich Webster

    Today on the podcast, I am chatting to Rich Webster, who is a designer, entrepreneur, mentor, and consultant. He helps other creative entrepreneurs work less, and I've personally been a fan of his work and podcast for a few years now. We're talking all about how to work less, but as you'll hear, we dive into so much more, from focusing your business to the real impact of mental clutter. I really hope you enjoy this one!   Key Takeaways The 1% Brain Power Myth: Rich explained that the difference between dedicating 1% of your brainpower to a task versus 0% isn't just 1% – it feels more like 100%. Letting go of lingering business responsibilities, even small ones, can free up an enormous amount of mental space. Diversification as Distraction: Contrary to popular advice, Rich argues that diversification can often be a distraction, especially for solopreneurs. Narrowing your focus to the one or two things that provide the highest leverage can be far more effective for growth. Expert vs. Marketing Business: When looking to grow, solopreneurs often burn out trying to excel at both high-level client fulfilment and extensive marketing. Rich suggests choosing a path: either an "expert business" (scaling with price by becoming a sought-after specialist) or a "marketing business" (scaling with volume through products that don't require your direct time for fulfilment). Systemise Your "Non-Genius" Work: Identify your highest leverage tasks (for Rich, it's thinking and writing) and systemise everything else. This involves creating standard operating procedures, templates, and delegating, allowing you to spend more time in your zone of genius. The "One In, One Out" Rule for Your Time: Inspired by a minimalist philosophy for the home, Rich suggests that if you bring a new commitment or task (like starting Morning Pages) into your life, you should consciously remove something else to make space for it.     Episode Highlights 01:00: Rich shares his powerful origin story, touching on his journey from addiction to becoming an entrepreneur and how that shapes his perspective. 09:00: The surprising mental cost of keeping even seemingly small business commitments active; that final leap to 0% makes a huge difference. 11:00: Rich presents his compelling argument that "diversification is distraction" and why focusing your efforts is often the smarter move for sustainable growth. 17:00: An exploration of the two distinct business models solopreneurs can adopt to avoid burnout: the "expert business" scaling with price, or the "marketing business" scaling with volume. 46:00: Applying a minimalist household rule to your business and time: if you decide to add a new activity or commitment, what will you remove to make space for it?   About the Guest Rich Webster is a designer, entrepreneur, mentor, and consultant who helps creative entrepreneurs work less and achieve more. Instagram: @RichWebbs Website: richwebster.co   Mentioned in the episode Chris Do (Rich's mentor) Work Less, Earn More (Rich Webster's program) The Artist's Way by Julia Cameron    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!

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• The Art of Retail: Sarah Holmes on Passion, Pencils, and Personal Branding

  If you enjoyed this episode please leave a 5* rating and review! In this episode, I'm absolutely thrilled to chat with Sarah Holmes, the brilliant owner of two physical shops in Scotland, Pencil Me In and Seasgair. Sarah has done an incredible job of not only marketing her shops to become must-visit destinations but also cultivating a strong personal brand alongside them. We delve into her journey from a childhood dream of being a shopkeeper to running multiple successful retail businesses, her strategies for online and offline growth, the importance of community, and how she's navigated the ups and downs of retail. If you're interested in what it truly takes to build a brand around physical products and create a loyal customer base, this episode is packed with insights! Key Takeaways: Authenticity Builds Loyalty: Showing up as your genuine self, sharing your opinions, and letting customers get to know the person behind the brand is crucial for building a strong, loyal community. Identify & Fill Market Gaps: Sarah’s success with her second shop, C Scare, and her custom pencil business stemmed from spotting a need and strategically filling it, rather than just following passion alone. The Power of In-Person Networking: Especially in smaller towns or more rural areas, joining local business groups and actively networking can be invaluable for building support, gaining customers, and fostering word-of-mouth referrals. Consistency is Key in Retail: Maintaining regular opening hours and consistently stocking products that your customers are looking for are fundamental to building trust and keeping people coming back. Coupled with this is the need for relentless marketing. Flexibility Can Fuel Growth: For Sarah's custom pencil business, offering low minimum orders and a high level of customer service for wholesale clients has been a significant factor in its growth.   Episode Highlights: 01:10: Sarah talks about her lifelong dream of being a shopkeeper, a passion that started with a childhood post office set! 08:30: The origin story of Pencil Me In's famous personalised pencils – from outsourcing to buying a foiling machine just two weeks after opening in Elgin and teaching herself the craft. 18:45: Sarah shares how she started using Instagram Stories to connect on a more personal level and how a mini-crowdfunder, promoted only on Stories, helped her buy essential equipment and revealed the strength of her online community. 27:40: Sarah’s advice for struggling retail shops: focus on consistency in opening hours and stock, understand your customer journey, and commit to constant marketing. 42:30: Sarah discusses the significant impact that joining a local women's networking group (Moray Business Women) had on her business, especially when starting out in a new area.   About the Guest: Sarah Holmes Sarah Holmes is the owner of two physical shops in Elgin, Scotland & she also runs a successful custom-printed pencil business, supplying individuals and major clients like the House of Commons.   Websites: Pencil Me In: pencilmein.co.uk Seasgair Store: https://seasgair.store Custom Printed Pencils: customprintedpencils.co.uk   Instagram: @pencileminshop @seasgair.store   Mentioned in the episode: Wix (website builder) The Stationery Show London Atomicøn Conference Moray Business Women   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 (http://lucylucraft.co.uk )

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