Building your Brand

This week I'm joined by my friend CJ Cawley; branding designer, content creator, and one of the most genuinely honest voices in the design space. In just three years, CJ went from quitting his job with minus money in the bank to running his own studio, hitting 100K on YouTube, and building an audience of hundreds of thousands not by gaming the algorithm, but by refusing to be anything other than himself.
We talk about the real cost of growing a following (it's not all good news), why vulnerability beats polish every time, the wild story of someone who AI-cloned his entire identity, and how getting clear on what you actually want from life is the only real strategy that matters.
If you've ever felt like social media is full of people showing you how great they are while you sit there feeling behind then give this episode a listen!!
This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.
Head to lizmosley.net/SLTF and use the code LIZxSLTF for 20% off.
Key Takeaways
The cost of not making the video is greater than making the video. When motivation fails, reframe it as a cost-benefit question. What's the real price of staying stuck?
Be the thing you couldn't find. CJ built his audience by creating content for the younger version of himself; someone who couldn't find a relatable, honest designer online. Who are you making content for?
Authenticity isn't a strategy, it's the only thing that scales. Showing your mistakes, your process, and your genuine confusion builds deeper trust than any highlight reel ever could.
A big following comes at a cost nobody talks about. The same audience that opens doors can paralyse your creativity. Growth always has a price and knowing that upfront really helps!
You don't need to be on every platform, but you do need to love the ones you're on. If you're not consuming content on a platform, you probably shouldn't be creating for it either.
Define your 'North Star' before anything else. Can you visualise exactly what your dream life looks, smells, and feels like? That clarity and focus is what makes every uncomfortable action worth taking.
Strategy is just a plan. It's not a fancy concept. You identify what you want, you make a plan to get there. That's it. Don't let jargon make it feel bigger than it is.
 
 
Episode Highlights
01:50 CJ's story: 12 years in design, agency life, going freelance three years ago
04:28 The first year: no clients, no money, and why he finally gave social media a chance
07:38 How one video led to his first paying client and why documenting the messy truth resonated
10:00 Why you need to consume content on a platform before you can create well for it (and why CJ gave up on TikTok)
14:27 The mental cost of a massive following: paralysis, perfectionism, and the weird threshold where everything changes
20:05 On trusting yourself to rebuild if it all fell apart and why that peace is worth more than the follower count
25:06 Why YouTube feels different: deeper relationships, longer content, and finally being able to show his work properly
34:10 The wildest story: someone used AI to clone CJ's entire website, replace his face, and steal his identity
41:48 AI, smartphones, and everything in moderation: how every new technology teaches us the same old lesson
48:31 Advice for anyone struggling to put themselves out there and get leads
53:14 Building a tolerance for discomfort, defining your life on your own terms, and ignoring what Frank, Steve, and Sarah are doing
 
About The Guest
CJ Cawley is a brand designer, a logo designer and creative mentor. 
CJ's YouTube Channel https://www.youtube.com/@cjcawleydesign
CJ's Instagram https://www.instagram.com/cj.cawley.design/
CJ's Website https://www.cjcawley.com/
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 produced by me and recorded at Kingsbane Studios
If you like to watch your podcasts you can watch all of my solo episodes and this one on YouTube.
If you enjoyed this episode please leave a 5* rating and review!

In this episode, I'm sharing a behind-the-scenes debrief from my time at OFFF Festival in Barcelona; one of the world's most inspiring creative conferences. I chat about the standout talks and industry trends (including honest conversations around AI) and the power of community and creative energy. This episode is a reflection on what really matters as a creative business owner.
Key Takeaways
Creativity is still deeply human (even in the age of AI) Many top creatives aren't rushing to replace their craft with AI; they genuinely love the process, problem-solving, and hands-on work.
Your struggles are more universal than you think From failure to difficult clients to self-doubt; hearing industry leaders share similar challenges is a powerful reminder that you're not alone.
Community > content While the talks are inspiring, the real value often comes from conversations, relationships, and connections built with other creatives.
Inspiration needs action It's easy to feel motivated after events like this, but the real growth comes from actually trying something new (even imperfectly).
Episode Timestamps
00:30 – What is OFFF Festival?
01:00 – The unique "festival" atmosphere
03:00 – Favourite sessions & panel insights
04:50 – Creative attitudes towards AI
06:40 – Universal struggles in creative work
07:50 – Inspiration from animation & design
09:50 – Standout creative direction & visuals
11:00 – Why relationships matter most
13:20 – Final reflections & honest feedback
Mentioned in The Episode
Katy Cowan Episode https://buildingyourbrand.net/episode/creative-boom-16-years-of-championing-creatives-with-katy-cowan/
Snask https://snask.com/
Uncommon Creative Studio https://www.uncommon.studio/ 
Creative Boom https://www.creativeboom.com/
 
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 Michael Bruny-Groth, the founder of The Logo Package. (aff link) Michael created a tool that has become a staple for logo designers worldwide, but behind the "overnight success" lies a story of immense sacrifice, strategic pivots, and radical vulnerability.
Michael shares the behind-the-scenes reality of running a software company, including the personal toll of scaling and his bold decision to run a "Pay What You Want" Black Friday campaign rooted in deep, personal storytelling.
This is a refreshingly honest look at what it actually takes to build and maintain a successful brand in the design space and I had so much fun recording it!
This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.
Head to lizmosley.net/SLTF and use the code LIZxSLTF for 20% off.
Key Takeaways
The Power of Vulnerability: Sharing the "messy middle" of your business journey can create a deeper connection with your audience than any polished marketing campaign.
Problem-First Product Design: The Logo Package succeeded because it solved a hyper-specific, time-consuming pain point for designers: the tedious process of exporting logo files.
Redefining "Success": High revenue doesn't always equal high personal happiness; Michael discusses the importance of aligning business growth with personal well-being.
Experimenting with Pricing: The "Pay What You Want" model can be a powerful way to re-engage an audience and lower the barrier to entry while maintaining brand integrity.
The Myth of Passive Income: Running a software business requires constant maintenance, customer support, and technical updates—it is rarely truly "passive."
Episode Highlights
02:15 - The "Why": Solving the nightmare of manually exporting 100+ logo files.
08:40 - The transition from being a full-time designer to a software founder.
15:30 - The reality check: When business success leads to personal burnout.
22:10 - The Black Friday pivot: Moving away from traditional discounts to a "Pay What You Want" model.
31:45 - Why Michael chose to share his personal financial and mental health struggles with his email list.
40:12 - Navigating the technical challenges of maintaining software in an ever-changing Adobe ecosystem.
52:20 - The future of The Logo Package and Michael's focus on sustainable growth.
01:02:15 - Why Michael is "done" with LinkedIn and focusing on platforms that feel authentic.
About the Guest
Michael Bruny-Groth is the creator of The Logo Package Express and The Logo Package Portal.
Website: The Logo Package (aff link)
Instagram: @logopackage
LinkedIn: Michael Bruny-Groth (Note: He might not accept your request!)
 
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!

A behind-the-scenes look at the real, unfiltered juggle of running a business while raising a family. In this episode, I'm sharing the contrast between big career moments and the everyday realities of motherhood, plus the systems, support, and mindset shifts that make it all possible.
Key Takeaways
The "highlight vs reality" contrast is normal You can go from career highs to cleaning up sick (or dealing with nits) overnight. Both can exist and that doesn't diminish your success.
You don't have to do it all alone Support systems; whether that's a partner, family, freelancers, or automation, are often the hidden foundation behind sustainable businesses.
Boundaries are essential (but hard) Switching off from a creative business isn't easy, but protecting your time (especially with family) is key to long-term wellbeing.
Simplify your to-do list to feel progress A never-ending list leads to burnout. Focusing on just 3 priority tasks a day can create momentum and satisfaction.
Episode Highlights
01:00 – Career highs vs everyday mum life
03:00 – Flexibility and family priorities
04:10 – Struggling to switch off from work
05:40 – Overwhelm and managing your to-do list
07:00 – Why "doing it all" is a myth
08:10 – Systems, outsourcing & automation
10:10 – Flexibility, trade-offs & ambition
Mentioned in the episode
Esther Young's Episode
Dubsado
How I edit my videos YouTube vid
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!

Today on the podcast I chat with Lauren Harvey, who is the owner and founder of Full Stop Accounting with her husband, Alex. I think so often we view running a business as a very linear journey, but often it doesn't really look like that.
Over the last 15 years of owning their business, Lauren and Alex started off with just Lauren, grew to a team of 10, and then intentionally scaled back down again to just the two of them. We talk about that experience, how they had to unlearn the traditional narrative of "success," and the new niche they've settled into.
We also discuss what it is really like working with your life partner, why they opened a stationery shop, and why we all need to start making decisions based on data rather than our feelings.
I always love to hear other people's experiences of finding their own way, and I hope this episode encourages you to build a business that feels right for you.
This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out.
Head to lizmosley.net/SLTF and use the code LIZxSLTF for 20% off.
 
Key Takeaways:
Growth doesn't always mean bigger: Society often tells us that business growth means more staff and higher turnover. Lauren shares why she scaled her team from 10 people back down to just her and her husband, and how doing so led to a more profitable and peaceful life.
The power of niching: After 15 years, Lauren and Alex decided to niche down specifically to husband-and-wife (or life-partner) businesses. It allows them to serve clients using their own unique lived experience of running a business with a spouse.
Working with a life partner: Running a business with your spouse brings unique challenges and benefits. Lauren explains how it allowed them to manage a single shared diary around childcare, but also how they had to work hard to ensure the business didn't completely take over their relationship.
Stop letting feelings dictate finances: It is incredibly common to make business decisions based on how we feel on a particular day. Liz shares an anecdote about almost dropping an income stream based on a "feeling," only to realise the data proved it was highly profitable. As Lauren says, your bank account doesn't lie.
You can be a creative AND a numbers person: We often like to put ourselves in boxes. Lauren challenges the narrative that creatives "aren't good at numbers" and encourages everyone to rewrite that negative story to take control of their business's profitability.
Episode Highlights:

04:14: Why Lauren and Alex decided to niche down to husband and wife business teams .

07:58: Overcoming the fear of niching and putting "all your eggs in one basket"
10:53: The reality of running a business with a life partner while raising a family .
14:58: How communication and office dynamics changed when scaling back to just the two of them .
16:58: The 15-year journey: From a solo founder to a team of 10 and back again .
18:41: Unlearning traditional business studies definitions of success and turnover
About The Guest:
Lauren Harvey is the founder of Full Stop Accounts, an accountancy firm she runs alongside her husband, Alex. They specialise in providing monthly accountancy services specifically to life-partner and husband-and-wife businesses.
You can find Lauren on Instagram or by visiting the Full Stop Accounts website.
 
Mentioned in this episode:
Silver Stag Type Foundry: Get 20% off beautiful, versatile typefaces using the code LizXSLTF at lizmosley.net/slt

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!