Building your Brand

This week I'm joined by my good friend and long-time collaborator Matt Joyce, an illustrator and mural artist based in Cardiff whose work brings brands to life in bold, playful ways. We dig into how illustration can elevate branding and marketing for independent businesses, why having a distinct style attracts the right clients, and how illustration can communicate values, culture and personality in a way words sometimes can't. We also get into the big topic of the moment; AI and how it's shaping (and not shaping) the creative industry. Plus, Matt shares his process, and how he does and doesn't market himself. 
Whether you're a business owner, creative, or just curious about the art behind the visuals, this conversation is packed with insights and inspiration.
Key Takeaways
Your Path Can Evolve Matt's journey from agency designer to full-time illustrator shows that it's never too late to pivot and follow your creative passions.
Authenticity Builds Strong Brands Infusing personal touches and storytelling into your visuals makes brands more memorable and meaningful.
Embrace Your Unique Style Finding and refining your own style helps clients know what to expect; and makes your work stand out in a crowded market.
Community Fuels Growth Word of mouth, collaboration, and showing up at creative events are powerful ways to build a sustainable freelance career.
Balance Consistency and Evolution Your style and process will naturally evolve; embrace change while staying true to your core strengths.
Storytelling Through Illustration Thoughtful, bespoke visuals can communicate brand values and connect with audiences on a deeper level.
AI is a Tool, Not a Replacement While AI is changing the creative landscape, Matt believes the human touch and creative intuition remain irreplaceable.
Celebrate the Wins, Big and Small From dream clients to seeing your work in the wild, take time to acknowledge your achievements before moving on to the next goal.
Episode Highlights
01:07 – Matt's creative journey: from design for media to illustration and murals
02:49 – Transitioning from agency work to freelance and building a career in illustration
07:22 – Developing a signature style, client expectations, and the evolution of personal style
08:35 – The importance of authenticity and balancing niche with versatility
17:42 – Storytelling through illustration: adding personal touches and building brand worlds
38:24 – Repurposing creative assets and working smarter, not harder
38:57 – The impact of AI on illustration, contracts, and client relationships
40:09 – Client attitudes toward AI, copyright, and adapting to industry changes



About The Guest
Matt Joyce on Instagram 
Matt Joyce Portfolio 
 
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 and a few intewview episodes including this one on YouTube.
If you enjoyed this episode please leave a 5* rating and review!

Over the Summer I've curated a mini series of some of my favourite episodes from the podcast so far. We revisit old episodes that have stayed rent-free in my brain! So whether this episode ends up being new for you or you get to enjoy it again years later, I hope you find it helpful.
In this episode, I chat with the incredibly talented illustrator Kyle T Webster about the power of being a generalist, building a creative career, and the value of authentic relationships. Kyle's journey; from experimenting with different creative paths to selling his company to Adobe; offers so many lessons for anyone navigating the ups and downs of creative business. I left this conversation feeling energized and inspired, and I hope you do too.
Key Takeaways
Embrace Being a Generalist You don't have to niche down to succeed; exploring different styles and skills can open unexpected doors and keep your work exciting.
See Everything as an Experiment Treat your creative journey as a series of experiments. Success and failure are both valuable teachers, and trying new things leads to growth.
Build Genuine Relationships Opportunities often come from authentic connections, not just networking for the sake of it. Be yourself and nurture real friendships in your industry.
Redefine Success on Your Terms Success isn't always a straight line. Stay curious, keep learning, and let your own values guide your path.
Persevere Through Rejection Every creative faces setbacks; what matters is getting back up, learning from criticism, and continuing to move forward.
Stay Open to Unexpected Paths Sometimes the most rewarding opportunities come from zigzagging journeys and saying yes to new adventures.
Episode Highlight
01:44 – How Kyle's zigzag career path led to Adobe and creative freedom
03:37 – The value of being a generalist vs. niching down
06:03 – Social media, style, and the myth of the "one true niche"
10:17 – Boredom, experimentation, and keeping creativity alive
12:28 – Learning from failure and treating everything as an experiment
19:25 – The power of authentic relationships and unexpected opportunities
21:06 – Stories of career breakthroughs and saying yes to new experiences
50:09 – Kyle's current projects, future dreams, and final inspiration

Referenced in the episode: 
Sign up for Kyle's newsletter The Accidental Expert
Kyle's website
Instagram
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!

Over the Summer I've curated a mini series of some of my favourite episodes from the podcast so far. We revisit old episodes that have stayed rent-free in my brain! So whether this episode ends up being new for you or you get to enjoy it again years later, I hope you find it helpful.
In this episode, I interview Meg Lewis, a designer, and educator who runs the studio The Meg Lewis Fun House, teaching workshops on personal branding, finding your style, and portfolio strategy. 
Meg chatted with me about building an authentic and impactful brand around your personality and style and how that can help to make the world a happier place. 
We discuss professionalism, dealing with negative comments online, and having a positive impact on the world.
If you want your brand to feel more 'you' but don't know where to start this is the perfect episode. 
 
Key Takeaways
Authenticity is Your Superpower Embracing who you truly are; quirks, passions, and all; creates a brand and life that feels joyful and meaningful.
Unlearning Conformity Letting go of what you "should" be and questioning old beliefs opens the door to creativity, confidence, and genuine connection.
You're Not for Everyone (and That's Good) Being boldly yourself will attract the right people and opportunities, while freeing you from people-pleasing and self-doubt.
Define Success on Your Own Terms True fulfillment comes from aligning your goals and lifestyle with what matters most to you, not chasing someone else's version of success.
Your Unique Mix is Your Niche Combining your personality, skills, and interests creates a one-of-a-kind offering that no one else can replicate.
Modeling Authenticity Inspires Others By showing up as yourself, you give others permission to do the same and help build a more supportive, creative world.
Episode Highlights
00:10 – Why this episode is a favorite and Meg's impact on the show
01:22 – Meg's journey: from conformity to authentic self-expression
03:15 – Finding your style and building a cohesive personal brand
05:17 – Overcoming fear, negative comments, and embracing individuality
10:45 – Unlearning old beliefs and practicing self-acceptance
20:12 – Redefining professionalism and thriving by being yourself
22:01 – Attracting the right clients and opportunities through authenticity
27:20 – Setting your own goals and letting go of people-pleasing
33:05 – Personal style, branding, and resisting trends
42:25 – The empowerment and freedom of living as your true self
48:49 – Where to find Meg and learn more about their workshops and resources

Don't forget to check out Meg's online and follow them on Instagram. 
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!
Check out Birmingham Design Festival featured in today's episode

Over the Summer I've curated a mini series of some of my favourite episodes from the podcast so far. We revisit old episodes that have stayed rent-free in my brain! So whether this episode ends up being new for you or you get to enjoy it again years later, I hope you find it helpful.
We can all agree that the last few years have been a bit of a rollercoaster. Running a small business is hard work at the best of times but throw a double whammy of an unprecedented pandemic AND a recession into the mix and finding joy falls to the bottom of our (very long) to-do lists. 
If you're nodding your head right now today's episode is going to transform how you think about happiness, positivity and how to find joy even when times are really tough. I invited author, positive psychology practitioner and Joyful Coach Sophie Cliff onto the podcast to share her thoughts on how to live a more joyful life without falling into the trap of ignoring the negative stuff.
It's a really practical episode that'll uplift and inspire you to choose joy and, top tip, make sure you have a notepad handy while you're listening! 
Key Takeaways
Let Go of "Shoulds" to Find Joy Releasing the pressure of what you think you "should" do opens the door to authentic happiness and self-acceptance.
Joy Lives in Small, Everyday Moments True joy isn't just in big achievements; it's found in tiny delights, daily rituals, and the present moment.
Make Space for Joy; Intentionally Carve out time for what lights you up, even if it's just a few minutes. Joy grows when you create room for it.
Experiment and Reflect Treat new habits and routines as experiments, not tests of perfection. Reflection helps you notice progress and adjust with self-compassion.
Pursue Your Own Version of Joy Don't chase someone else's goals or definitions of success. Tune into what truly matters to you and let that guide your choices.
Small Joys Spark Big Change Even tiny moments of joy can create a positive upward spiral, fueling creativity, resilience, and well-being.
Episode Highlights
00:01 – Why this episode is a favorite and the impact of Sophie's message
02:02 – Meet Sophie Cliff: her story and the science of joy
08:56 – Joy in the small stuff and why we can't "bank" happiness for later
14:28 – Remembering your "why" and building a joyful business
17:09 – How to intentionally plan and create space for joy
20:14 – The power of reflection and learning from experiments
31:04 – Embracing imperfection, letting go of comparison, and celebrating progress
42:26 – Focusing on what you can control and finding joy in uncertain times
55:03 – The upward spiral: how small joys build resilience and creativity

Mentioned in the Episode
- Buy Sophie's book Choose Joy
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!

Over the Summer I've curated a mini series of some of my favourite episodes from the podcast so far. We revisit old episodes that have stayed rent-free in my brain! So whether this episode ends up being new for you or you get to enjoy it again years later, I hope you find it helpful.
How do you feel about money? If you're anything like me you might have a chequered history with your business finances and, let's face it, that rarely feels good. In today's empowering episode I chat with the award-winning founder of rainchq Davinia Tomlinson who is on a mission to help women take control of their financial futures.
I've talked about burying my head in the sand with my business finances before but today we tackle this sometimes scary topic head on as we unpick money stories, working with financial advisors without feeling shame and the impact feeling confident with money has on our business.  
Key Takeaways
Face Your Finances with Courage Moving past fear and avoidance is the first step to building lasting financial security and confidence.
Empower Yourself Through Knowledge Financial education and honest conversations help break down barriers and unlock your potential to build wealth.
Your Pricing Reflects Your Value Setting fair, strategic prices is an act of self-respect and a key part of your brand; don't be afraid to charge what you're worth.
Automate and Simplify for Success Use technology and systems to make saving, investing, and managing money easier, so you can focus on what matters most.
Plan for the Future, Live for Today Balance enjoying life now with preparing for the future; small, consistent actions today can create big opportunities tomorrow.
Lift the Next Generation Teaching financial skills to girls and young women empowers them to break cycles and build brighter futures for themselves and their communities.
Episode Highlights
00:10 – Why talking about money is so hard—and why it matters
02:17 – Meet Davina Tomlinson and the mission of Rain HQ
05:16 – The gender gap in wealth, investing, and financial advice
08:44 – Why relatable role models and honest conversations are crucial
12:26 – Challenging limiting beliefs and standing firm on your pricing
16:37 – Pricing as part of your brand and business strategy
21:24 – Treating your life like a business: tracking income and expenses
22:50 – Automating savings, pensions, and building healthy habits
26:21 – Planning for the future and setting big-picture goals
28:58 – Davina's book "Cash is Queen" and empowering the next generation
Mentioned in the episode: 
- Buy Davinia's book Cash is Queen
- Listen to Liz Wilcox on the podcast talking about brand personality and email marketing 
This episode sponsorship slot featured the amazing email membership of Liz Wilcox. Check it out here.
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!