Building your Brand

In this episode, I'm chatting to Martina Flor, a lettering artist, educator, author and public speaker whose work I've admired for a very long time. Martina started out as a generalist graphic designer, then became a lettering expert, and that shift changed her career completely.
We talk about why getting really good at one thing builds confidence, and why craft alone isn't enough. We also dig into how Martina has approached marketing and public speaking on purpose, how she's built several income streams around one specialism, and what it was like to move from Argentina to Germany and start again. I loved this conversation and I hope you enjoy it too.
Key Takeaways
Becoming really good at one thing builds confidence, and that confidence makes bigger decisions easier. Specialising can open doors rather than close them.
Creating the work is only half the job. The other half is putting it in front of the right people, and marketing is a skill you can learn just like your craft.
Repetition is how you get comfortable with anything, whether that's reels, podcasting or public speaking. It will feel awkward at first, but it gets easier.
Don't wait to be noticed. Pitch, ask for what you want, and keep doing it, even fifteen years into your career. Having a few topics to pitch gives you a better chance of a yes.
One specialism can support several income streams, such as client work, teaching, books and a shop. You can dial them up and down to suit the seasons of your life, including parenthood.
Episode Highlights
02:00: How Martina went from generalist designer to lettering specialist, and why finding the one thing you're good at is so transformative
07:00: Why creating the work is only 50% of the job, and how to get comfortable with marketing
11:00: Why Martina started her own podcast to build her confidence speaking English as a non-native speaker
14:00: How Martina approached speaking on purpose, from a card to Creative Mornings Berlin to a TEDx stage
21:00: How becoming an expert gives you a lens on the world, a clearer pitch, and more opportunities
34:00: Building multiple income streams around one specialism, and why that flexibility matters when you have kids
42:00: Moving from Argentina to Germany, starting afresh, and why telling your own story matters more than ever in the age of AI
About the Guest
Martina Flor is an award-winning lettering designer, author, TEDx speaker, and educator helping designers sharpen their visual judgment, master lettering and typography, and build expertise that makes their work stand out. Based in Berlin, she has collaborated with leading global brands, authored three books, and helped thousands of designers develop distinctive creative careers through her courses, workshops, and educational resources.
Website: martinaflor.com
Free lettering guide: martinaflor.com/guide
Instagram: @martinaflor
Behance: behance.net/MartinaFlor
Mentioned in the Episode
Martina's free guide answering the 10 most common questions about lettering, careers and pricing: martinaflor.com/guide
The Golden Secrets of Lettering by Martina Flor
The Lettering Seminar, Martina's intensive programme for learning the art and business of lettering design
Big Ampersand, Martina's community membership
Creative Mornings
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!

Next week I am speaking at Adobe MAX in Miami. In this solo episode, I'm taking you behind the scenes of how I prepare for speaking events like this one. I'm sharing how I plan my talks, practise without over-rehearsing, manage the logistics, and work with the nerves that inevitably show up when I step outside my comfort zone. If you have a presentation, workshop or big opportunity on the horizon, I hope this episode helps you feel more prepared and more confident in your own way of showing up.
Key Takeaways
Preparation creates freedom Putting the work in before an event gives you more space to be present, flexible and connected when it is time to speak.
Nerves mean you care Feeling nervous does not mean you are incapable. It can be a sign that the opportunity matters and that you want to do it well.
Practise until the message feels like yours You do not need to memorise every word. Knowing your key points, stories and structure lets you speak naturally rather than sounding scripted.
Small details reduce unnecessary stress Thinking ahead about travel, timings, technology and what you need on the day can protect your energy for the part that matters most: the conversation with your audience.
Every speaking opportunity builds evidence Each event, however big or small, gives you proof that you can do hard things. Confidence grows through repetition, reflection and showing up again.
Episode Highlights
00:08 – Preparing for my biggest speaking opportunity so far: Adobe Max Miami
01:05 – The full-circle rejection conversation with Chris Do and how I'm preparing for an interview-style session
03:21 – Planning a 45-minute solo talk about brand guidelines: structure, slides and making it practical
04:16 – The behind-the-scenes Adobe Max speaker process: outlines, draft slides, feedback and final deliverables
06:10 – Why I don't memorise a script and how I use key points to keep my talks natural and flexible
07:46 – Managing nerves, pacing and strict session timings on the day
09:08 – My rehearsal process: prioritising the opening and ending, practising sections and building confidence
11:17 – Why public speaking is worth the preparation, plus the other Adobe Max sessions I'm excited to watch

Mentioned in the episode:
My Adobe MAX session with Chris Do - https://reg.adobe.com/flow/adobe/m26/sessions/page/catalog?search=S6008&tab.allsessions=1643149273691001NFtR
My Adobe MAX session - Brand Guidelines That Actually Get Used  https://reg.adobe.com/flow/adobe/m26/sessions/page/catalog?search=S6353&tab.allsessions=1643149273691001NFtR
Come 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! 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!

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/