Core Brands Podcast

If you've ever felt like your marketing isn't working, or wondered why you're posting consistently but still not attracting clients — this episode is for you. Louise McDonnell, founder of the Sell on Social platform, built a thriving digital marketing business from a small town in the west of Ireland and has been helping business owners cut through the noise ever since. We get into the fundamentals most people skip, why your messaging might be the real reason your leads aren't converting, and how AI is changing the speed at which you can build a marketing system that actually works.

In This Episode
How Louise went from studying marketing to building her own agency and platform
The marketing fundamentals most business owners overlook
Why weak messaging undermines everything else you do
How to create lead magnets that are genuinely compelling
The role of AI in building and scaling your marketing system faster
Why starting before you feel ready is one of the best decisions you can make

Chapters
00:00 Introduction to Louise McDonnell
04:57 The journey of building a business
10:08 Challenges of finding clients in rural areas
14:26 Understanding lead generation systems
20:23 The power of freebies in marketing
21:43 Introducing the Sell on Social platform
27:34 The importance of messaging in marketing
29:40 Future plans and closing thoughts

Quotes
"Marketing is the foundation of everything you do."
"Weak messaging weakens all your marketing efforts."
"AI speeds up the process of building your marketing system."

Resources
Sell on Social Platform — https://www.sellon.social/?ref=BDWZII78 (affiliate link)

Louise on LinkedIn — https://linkedin.com/in/louise-mcdonnell

Stay Connected With Roberta
Instagram: @designbyroberta & @coreandformdesign LinkedIn: Roberta Rechena
Website: coreandformdesign.com
Book a Free Discovery Call

Summary
What happens when a brand and packaging designer follows a pull so strong it completely reshapes their life? In this episode, I sit down with Amerjeet, a fellow designer who made a profound pivot from the world of design into Kundalini facilitation and energy healing.
We talk about what Kundalini activation actually is, what happens in a session, and why so many creatives are drawn to this kind of inner work. Amerjeet shares the moment she knew this was her path — and the deeply personal journey of unpacking childhood beliefs, shifting identity, and learning to truly look inward.

Whether you're curious about energy work, navigating your own creative blocks, or simply in a season of personal growth, this conversation will give you a lot to sit with.

Sound bites
"This is it, I knew this was my path."
"The energy rises and the body speaks."
"Look inward and reflect."

Chapters
00:00 Introduction and guest background
01:00 Amerjeet’s journey from design to spirituality
02:00 Discovering Kundalini and energy healing
03:48 First experience with Kundalini activation
05:04 How sessions are conducted and benefits
07:13 Energy channeling and spontaneous movements
08:43 Post-session integration and grounding
11:21 Frequency music and creativity
14:48 Childhood beliefs and trauma
17:43 Deep inner work and identity shift
22:10 Self-awareness and personal growth
25:41 Expanding modalities and future offerings
33:21 Final thoughts and where to find Amarjeet
resources

Guest links
Instagram - https://instagram.com/serenitysoulhaven
Website - https://serenitysoulhaven.com
Stay connected with Roberta:

Instagram: @designbyroberta & @coreandformdesign
LinkedIn: Roberta Rechena
Website: coreandformdesign.com
Book a Free Discovery Call

In this episode of the Core Brands Podcast, our host Roberta is joined by Mary White, an Irish and EU trademark and designs attorney who helps businesses protect the value in their brands. Mary works with companies to secure intellectual property rights and safeguard the ideas, creativity, and strategy behind their brands. As the founder of two businesses herself, she also brings first-hand insight into what it’s like to start and grow a company from idea to success.

Together, they explore what intellectual property really means, why it matters for start-ups and scaling businesses, and how founders can treat IP as a valuable asset from day one. Mary also shares her perspective on how AI is changing creativity, copyright, and entrepreneurship, and why distinctive human thinking is still essential for building a strong brand.

Takeaways
Intellectual property refers to the intangible “property” behind creativity, innovation, and brand identity.
For start-ups and scaling businesses, IP can provide legal monopoly rights, giving owners control over how their brand and creations are used.
Strong IP protection builds credibility with customers, partners, and investors.
IP should be seen as a valuable business asset from the beginning, not just a legal formality.
Protection should be proportionate and good value for the stage of your business.
Grants and supports are available to help SMEs access IP protection.
AI is changing the landscape of branding, creativity, and copyright.
Distinctive brands still rely on human creativity and strategic thinking.
Awareness, protection, and enforcement are key parts of managing IP.

Chapters
00:00 Introduction and Background
07:05 Branding and Trademarking
17:42 AI and Brand Originality
26:30 Building a Strong Brand
39:17 IP for Small Businesses
45:28 Educational Resources and Support

Stay connected with Mary White:
website: www.murgitroyd.com
linkedin: https://www.linkedin.com/in/marytoomeywhite/

Mary is part of Murgitroyd, a global intellectual property firm celebrating 25 years in Ireland. To mark the milestone, she is offering 25 free IP audits for businesses.

To take part, contact Mary directly:
Email: [email protected]

The first 25 companies to get in touch will receive a complimentary IP audit.
Stay connected with Roberta:
Instagram: @designbyroberta & @coreandformdesign
LinkedIn: Roberta Rechena
Website: coreandformdesign.com
Book a Free Discovery Call

In this episode of the Core Brands Podcast, host Roberta is joined by Carol Gaffney, a brand positioning strategist who helps founders attract their dream clients through self-image and brand clarity. Carol shares her journey from corporate burnout to building a personal brand photography business with her husband Phil, and how she later pivoted to focus on mentorship and brand strategy.

✨ Takeaways

Burnout to breakthrough – Carol’s career shift began after a major burnout, prompting her to leave corporate life for something more meaningful.
Business evolution – What started as a photography business became a powerful brand mentorship offer.
Branded from Within – Her program blends archetypes, styling, mindset, and brand clarity.
Power of archetypes – Using Carl Jung’s brand archetypes brings consistency and depth to a brand.
Boundaries = authority – Saying “no” and holding firm on values is essential for positioning.
Visuals reflect clarity – Strong visuals come after strong strategy and identity work.
Healing through branding – Her work often includes mindset shifts and inner child exploration.

⏱️ Chapters

Intro + Meet Carol (00:00–01:10)
Starting in Photography (01:10–03:37)
Pivot to Strategy (03:37–06:25)
Burnout & Boundaries (06:25–11:11)
Brand Archetypes 101 (11:11–13:41)
Disney as Example (13:41–15:56)
Roberta’s Brand Journey (15:56–22:45)
AI Styling + Confidence (22:45–25:13)
The Method: Branded from Within (25:13–29:50)
Brand Authority Tips (29:50–34:34)
Cultural Blocks & Beliefs (34:34–37:26)
Inner Child & Book Rec (37:26–40:48)
Closing + Connect with Carol (40:48–42:16)

🔗 Stay connected with Carol Gaffney:
Website: carolgaffney.com
Instagram: @carol.gaffney
LinkedIn: Carol Gaffney on LinkedIn

📚 Resources Mentioned:
The Child in You by Stefanie Stahl
Carl Jung’s Brand Archetypes framework
Branded From Within (Carol’s program)
AI Personal Stylist tool

💬 Stay connected with Roberta:
Instagram: @designbyroberta & @corenandformdesign
LinkedIn: Roberta Rechena
Website: coreandformdesign.com
Book a Free Discovery Call

Summary
In this episode of the Core Brands podcast, host Roberta Rechena welcomes Sanja Trajkoski, a finance professional and aspiring children's book author. Sanja shares her journey from a challenging financial upbringing in North Macedonia to becoming a successful accountant in Ireland. The conversation delves into the importance of financial literacy, the transition to entrepreneurship, and practical tips for managing finances. Sanja emphasises the significance of teaching children about money and shares her personal experiences in instilling financial values in her daughter. The episode concludes with Sanja's aspirations for the future and the importance of self-care in business.

Takeaways
Sanja started working at the age of 16 to earn money.
Financial security is crucial before starting a business.
It's important to analyse and organize your expenses.
Teaching children about money should be fun and engaging.
Financial education starts at home and can be informal.
Savings and financial planning are essential for stability.
Investing in knowledge is key to making informed decisions.
Open conversations about money can help demystify it for children.
Self-care is important for entrepreneurs to avoid burnout. Building a business takes time and requires patience.

Sound bites
"I started working at the age of 16."
"Start from the expenses."
"Education is basically for free."

Chapters
00:00 Introduction to Sanja Trajkoski
04:51 Sanja's Journey into Finance
11:06 Transitioning to Entrepreneurship
15:04 The Importance of Financial Security
18:25 Practical Tips for Financial Management
26:03 Teaching Financial Literacy to Children
36:11 Future Aspirations and Self-Care

Stay connected with Roberta:
Follow on Instagram: ⁠@designbyroberta⁠ and ⁠@coreandformdesign⁠
Connect on ⁠LinkedIn⁠: Roberta Rechena
Subscribe to the Core Letters newsletter for updates
Visit the ⁠Core and Form website⁠
Book a Free Discovery Call if you’re interested in collaborating!

Stay connected with Sanja:
LinkedIn
Sanja’s Instagram - Money tips for families
BTS Accounting Services Instagram - Accounting & Financial Consulting
Website