Building your Brand

Are you building your business from alignment or from pressure?
In this episode, I share 7 things I'm not doing in my business; even though the internet says I should. From posting daily and niching down further, to scaling faster and launching constantly, we're unpacking the online "rules" that often lead to burnout instead of sustainability.
If you're an entrepreneur, creative, or small business owner feeling overwhelmed by business advice, today's episode will help you rethink growth, visibility, and success on your own terms.
I talk about:
Why posting every day isn't the only growth strategy
The truth about niching down
Depth vs scale in business
Why constant launching can create pressure
The danger of building from fear
If you've ever felt behind, not strategic enough, or like you're not doing "enough" then this episode is your permission to pause and choose alignment over algorithms.
 
Key Takeaways
Not all "shoulds" are aligned with your vision: Just because something works for someone else doesn't mean it's right for you. Strategy without alignment leads to burnout.
Depth can be more powerful than scale: Bigger isn't always better. Building for impact, connection and sustainability may serve you more than chasing numbers.
Consistency doesn't have to mean constant: You don't have to post daily, launch quarterly, or pivot with every trend. Intentional visibility can be more powerful than relentless output.
Fear shouldn't be your business strategy: Many online "rules" are rooted in fear; fear of irrelevance, slow growth, or being left behind. Building from alignment creates longevity.
 
Episode Highlights
00:00 – Why I'm questioning business "shoulds"
01:35 – Not posting every day
03:10 – Not niching down into something microscopic
05:00 – Choosing depth over scale
06:45 – Stepping off the launch treadmill
08:10 – Not chasing trends
09:30 – Not outsourcing everything (yet)
10:45 – Why I refuse to build from fear
12:00 – Final thoughts: Choosing alignment over noise
 
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!
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!

Has the fear of being trolled ever impacted how you show up online? It definitely has for me, and sometimes I feel like I can't share all the things that I want to in case I attract hate.
Today on the podcast I'm chatting to Rhiannon Louden, who is a brand and wedding photographer, all about an incident where she got trolled and exactly how she handled it.
A big facet of this conversation is about values, and I love that it comes back to something that has been chatted about on this podcast so many times before: the importance of your brand values. Rhiannon shares a candid story about a reel featuring a trans wedding that attracted significant hate, and how she navigated that storm while protecting her clients and standing by her beliefs.
We touch on personal branding, attracting the right clients, running your business with integrity, and why "going viral" isn't always the dream we think it is.
 
Key Takeaways:
Viral isn't always a victory: Rhiannon shares how a reel hitting 5 million views brought a wave of hate rather than just "success". It serves as a reminder that visibility without the right audience can be damaging.
Values act as a filter: Being vocal about your values (e.g., trans rights) effectively repels people who don't align with you. While the trolling was difficult, it ultimately solidified her niche and signaled safety to her ideal clients.
Client care comes first: When the post blew up with negative comments, Rhiannon's first priority was her couple. She communicated openly with them and gave them the option to delete the post, prioritizing their mental health over the "viral" reach.
Have a crisis plan: It is helpful to think about how you would handle trolling before it happens. Having a process—like warning clients or knowing when to turn off comments—can help you stay calm in the moment.
Separating your brands: We also discuss Rhiannon's decision to run two separate brands (Rhiannon Neale for weddings/families and Rhiannon Louden for branding) to ensure her messaging stays clear and relevant to each specific audience.
 
Episode Highlights:
02:00 – Rhiannon's journey from journalism to photography and moving to Scotland.
04:00 – The decision to split her business into two distinct brands to clarify her messaging.
06:00 – The story of the viral reel: How a post celebrating a trans wedding attracted millions of views and a storm of hate.
13:00 – Handling the fallout: How Rhiannon communicated with her clients and gave them the power to decide the post's fate.
15:00 – The aftermath: Why repelling bigots is actually a business positive, and how it has led to more aligned inquiries from the LGBTQ+ community.
19:00 – The reality of viral fame: Why we need to stop romanticising the idea of "blowing up" online.
 
About The Guest:
Rhiannon Louden is a photographer and brand mentor based in Scotland. She runs two businesses: Rhiannon Neale, focusing on alternative, documentary-style wedding and family photography, and Rhiannon Louden, where she offers personal brand photography and mentorship for female entrepreneurs. She is passionate about diversity, inclusivity, and helping business owners show up authentically.
You can find her wedding work at https://rhiannoneale.com/ and her branding work at https://www.rhiannonlouden.co.uk/
 
Mentioned in this episode:
Rhiannon's Viral Post: The reel discussed regarding the trans wedding (though comments are turned off!).

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!

In this episode, I'm sharing four brands I genuinely love and feel deeply loyal to — not just because of their products, but because of the missions they're built on. Each one shows how having a clear purpose, strong values, and a quality product can create lasting trust, emotional connection, and long-term brand loyalty.
Come tell me which brands you're loyal to and why; I'd love to know!
Key Takeaways:
Building your brand around a clear mission will attract loyal customers When your brand stands for something meaningful and consistently lives it out, people don't just buy once; they recommend you, return to you, and feel emotionally invested in your success.
Pairing purpose with quality creates trust and longevity A powerful mission alone isn't enough; delivering a genuinely great product builds credibility, repeat business, and long-term sustainability for your brand.
Telling human stories gives your brand depth and meaning When your brand highlights real people, real impact, and real change, it builds empathy, trust, and a deeper connection that goes far beyond features or pricing.
 
Episode Highlights:
00:24 – Why mission-led brands create strong loyalty and trust
02:38 – Madlug: how dignity and storytelling build brand loyalty
05:26 – Who Gives A Crap: sustainability, humour, and ethical business
08:29 – Manumit Coffee: employment, dignity, and social impact
10:33 – Tony's Chocolonely: ethical supply chains and purpose-driven design
13:31 – What mission-led brands can teach you about your own business
 
Mentioned in the episode:
Madlug
Who Gives a Crap
Manumit Coffee
Tony's Chocolonely
 
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!
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 am welcoming back my good pal and friend of the show Andy Lambert, who was actually one of my very first guests back on episode 43! Since then, the social media landscape has changed dramatically, and Andy has gone from co-founding ContentCal to becoming a Senior Product Marketing Manager at Adobe.
In this episode, Andy gives us a veritable masterclass on LinkedIn, explaining why it is currently the single best platform to find your audience. We dive into the concept of "Social First" marketing, why personal profiles are outperforming company pages, and the data-backed reasons why consistency wins over viral hacks. If you have been struggling to make sense of LinkedIn or want to know where to focus your energy in 2026, this episode is absolute gold.
 
Key Takeaways:
The "Social First" Approach: Marketing has shifted; social media teams are now the closest to the customer and should be leading the wider marketing strategy, rather than just being a distribution channel at the end of the process.
The 95-5 Rule: Research from the B2B Institute shows that 95% of your potential buyers are not in the market to buy right now. Your marketing job is not just to convert the 5%, but to build memory structures with the 95% so they think of you when they are ready.
LinkedIn is the place to be: Andy wagers that LinkedIn is currently the best platform for organic reach and precise audience targeting, especially for B2B and service-based businesses.
Zero-Click Content: Social platforms no longer want you to link out to your website. The best performing content (like PDF carousels on LinkedIn) keeps people on the platform and increases "dwell time."
Employee Advocacy is vital: People trust people more than brands. The most effective way to grow a company's reach is through the personal profiles of its founders and employees, not just the brand page.
 
Episode Highlights:
02:15 – Andy shares his journey from founding ContentCal to its acquisition by Adobe and his current role.
06:50 – What "Social 3.0" means and why social media needs to move from the "kids' table" to the boardroom.
12:44 – The "95-5 Rule": Why most marketing fails because it ignores the 95% of people who aren't ready to buy yet.
18:41 – A LinkedIn Masterclass: Andy breaks down exactly why LinkedIn is working so well right now.
26:24 – Understanding "Zero-Click Content" and why PDF carousels are generating huge reach.
36:12 – The importance of video and how to repurpose podcast clips for LinkedIn and YouTube Shorts.
 
About The Guest:
Andy Lambert is the Senior Product Marketing Manager at Adobe and a founding member of ContentCal, a social media marketing software that was acquired by Adobe. He is also the author of the book Social 3.0, which explores the future of social media marketing. With over a decade of experience in the industry, Andy is passionate about helping businesses understand the power of a social-first strategy.
You can find Andy on LinkedIn (it's the best place to get a response!) or check out his book on Amazon.
Mentioned in this episode:
Social 3.0: Andy's book on the evolution of social media.
Andy's Substack Social 3.0.
Adobe Express: The all-in-one design and content creation tool. (Aff link)
The B2B Institute: The think tank that researched the 95-5 rule.
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!

In today's episode, I'm doing something a little different and sharing a few of the tools I've been loving recently. These are paid subscriptions I use to save time, streamline my content creation, and make video feel more sustainable and enjoyable. They're not "must-have" tools to run a business, but they are thoughtful investments that help me work smarter, stay creative, and focus my energy where it matters most.
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!
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
Choosing tools that save time will protect your creative energy Investing in content creation tools that reduce friction allows you to show up more consistently, avoid burnout, and spend more time actually creating instead of wrestling with tech.
Using automation with intention builds trust, not distance When you use automations in a personal, generous way; like voice notes or encouragement rather than constant selling; you deepen connection and make your marketing feel more human and aligned.
Building a sustainable workflow makes growth possible Designing systems that make video and content creation faster and easier creates momentum, supports long-term growth, and helps you stay consistent without exhausting yourself.
Episode Highlights
00:00 – Why I'm sharing the paid tools that help with content creation and save time
00:54 – How I use Superprofile for Instagram automations and voice note DMs
03:46 – Why Epidemic Sound is my go-to for music for YouTube, podcasts, and reels
05:48 – How I use Jitter to create quick animations for Instagram and video content
07:55 – How Frame.io helps with video feedback, collaboration, and client work
10:08 – Why investing in tools matters for sustainable video and content creation
 
Mentioned in the episode
Superprofile (aff link)
Epidemic Sound
Frame.io
Jitter