Building your Brand

I've been having a think about the sort of content I want to create at the moment and 'positive' and 'up lifting' was what was requested when I asked my followers on instagram. The news from the design industry and the world in general has been very negative recently.

While I was researching what I could talk about I came across this really interesting effect called 'The Curb Cut Effect'. It's all about how solving a problem for a smaller group of people who have a specific accessibility need actually helps everyone. In this episode I chat through the effect and how it got it's name and also give other examples, and ideas of how you could use this improve your own brand and it's accessibility.

Key Takeaways

1. Designing for the edges lifts the middle. Every time someone has built for a group that was being left out, the whole world has quietly benefited. Your business is no different; the change you make for one person rarely stops with them.

2. Small, imperfect steps still count. You won't get accessibility right first time, and you don't have to. Alt text, better colour contrast, left-aligned copy; these are afternoon jobs, not year-long projects. Start where you are.

3. If it's hard work to read, it's hard work to buy. A brain that has to strain will give up, and it won't even know why. Make it easy to read, easy to follow, easy to purchase - and you stop losing people you never knew you'd lost.

4. Do it because it's right, and let it pay you back anyway. Accessibility is the rare decision where doing the decent thing and doing the smart thing point in exactly the same direction. You don't have to choose.

Episode Highlights

• 00:00: Where this episode came from: an Instagram story asking what people wanted, and the repeated request for something positive in a design industry that's feeling bleak
• 01:13: The kerb cut effect explained: 1970s activists with sledgehammers and cement, building ramps at night so wheelchair users could cross the road independently
• 02:47: Closed captions, voice assistants and automatic doors: how a fix designed for one group quietly ends up serving everybody
• 04:21: Why accessibility gets shelved by small business owners, and the commercial and legal case for stopping putting it off
• 05:34: The centred text problem: why the brain can't find the next line, gives up without realising it, and what that means for your emails and website
• 08:13: The question to take away: what have you been holding off fixing because you assumed it would only help a handful of people?

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!

Your business evolves over time, so why shouldn't your branding? In this episode of Building Your Brand, I chat with brand designer and self-styled "brand chef" Aiza Cheung of Studio Coya. We dive deep into why small business owners and service providers should stop flattening their services into generic lists and instead embrace the power of branding their signature offers.

Aiza breaks down her signature food analogies to explain how your business brand acts as the restaurant, while your signature offer is that one distinctive dish everyone comes back for. We also talk about the brilliant concept of "themed branding," using pattern disruptions, and how you can steal clever campaign strategies from corporate giants to stand out in your own industry.

• The Restaurant vs. The Signature Dish: Your overarching business brand is there to nurture your audience and build general trust . Your signature offer branding is the entry point that shows clients exactly what specific solution you provide.
• Pattern Disruption via Campaigns: Consistency builds trust, but audiences can become blind to the same visuals over time. Launching a dedicated campaign or signature offer provides a temporary window to play with new visual elements to peak curiosity.
• Theming Grounds Your Messaging: Choosing an anchor or theme (like Aiza's food concept or Rachel Emma Wearing's space aesthetic) makes it exponentially easier to write copy, devise analogies, and feel creatively aligned.
• Borrow from Other Industries: Instead of mimicking direct competitors, look outside your niche. Aiza looks to product-based food brands and hospitality to discover fresh ways to market online services.
• Strategic Disruption vs. Trust: Standing out with an unusual industry colour palette is highly effective, but you must ensure your visual pattern disruption doesn't undermine the core trust required for your profession.

• 01:45: Aiza's journey from a linear design career to handling an unexpected redundancy that pushed her into running her studio
• 04:20: What exactly defines a signature offer and how service providers can apply the SaaS model to their programs
• 08:35: Pulling visual levers: Deciding how visually similar or distinct a sub-brand should be from your main parent brand
• 18:25: How Aiza stumbled across her food theme by mistake and how it transformed into her biggest marketing asset
• 20:15: Designing a theme that isn't loud: The story of The Two Lauras and their internal "comfy jumper and jeans" anchor
• 28:30: Why it is okay to play with visual trends in short-term marketing blocks rather than a permanent rebrand

Aiza Cheung is a brand designer, strategist, and the founder of Studio Coya . Known as the "brand chef," she helps online service-based businesses differentiate their primary brands and structure unique visual worlds around their signature offers.

Website: studiocoya.com

Instagram: @studiocoya

Podcast: Nourish Your Brand

Aiza's Free Theming Masterclass

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!

I've got a lot coming up in the final few months of the year, so in this episode I'm sharing what I'm looking forward to, what's making me nervous and what I still have capacity to add in. I love the variety of the work I do so am excited that I have some great clients, my own event, speaking at other peoples events and few other things in between to keep things interesting.

If you would like to join me for the live Building Your Brand podcast event in London use the code EARLYBIRD and get your ticket here: Building Your Brand Live podcast event

To sign up for Adobe MAX Miami (you can sign up to watch online for free if you can't make it in person) head here: Adobe MAX Miami

• 00:10 – Kicking off Q4: personal and business reflections
• 02:30 – Preparing for major speaking events and managing nerves
• 05:00 – Achieving milestones and celebrating progress
• 08:00 – Looking ahead: new opportunities and future plans
• 11:00 – Inviting connections, collaborations, and new clients

Key Takeaways

1. Celebrate Your Milestones Recognize and honour the big achievements on your journey; they're proof of your growth and dedication.
2. Growth Comes with Nerves Embracing new challenges often means stepping outside your comfort zone, but that's where real progress happens.
3. Balance Ambition with Self-Care Pursue your goals, but remember to protect your time and energy so you can enjoy the journey.
4. Stay Open to Connection Building relationships and sharing your expertise can lead to exciting new opportunities and collaborations.

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'm chatting with Suz Chadwick, an expert who is brilliant at helping business owners navigate their personal branding. One of the things I love about these conversations is when unexpected themes and patterns appear. In this chat, we focus heavily on the importance of aligning your goals and your "why" when you are intentionally building a personal brand.

We debate if everyone actually needs a personal brand, what the process of growing one looks like in practice, and the uncomfortable parts of running a business that people rarely talk about. Suz shares incredibly helpful frameworks, including her "sandwich" concept, to help you figure out exactly where you want to go. If you need clarity and a confidence boost this is the episode for you!

• Your Personal Brand is Your Reputation: At its simplest, your personal brand is just your reputation and the very first thing people think about when your name comes up. Building one is about intentionally crafting that image in a way that feels natural and entirely true to who you are.

• The Strategic Brand Sandwich: Suz shares her framework for evaluating your business and brand alignment. It requires balancing three core elements: your professional expertise, your personal values, and your overarching mission.

• Entrepreneurship is Often Oversold: The 'glamorous' side of running a business and the day to day reality which, often, involves living in discomfort.

• Intention Drives Content: You don't need to post everything on social media to have a strong personal brand!

• Accepting Continuous Learning: Business success is not a fixed destination where everything remains perfect. It's an ongoing journey of adjusting your strategies, learning new skills, and evolving alongside your industry.

• 01:12: Defining a personal brand as a natural, intentional extension of your reputation.

• 08:45: Why entrepreneurship is frequently glamorised and the parts of the journey we do not talk about enough.

• 15:30: A deep dive into the "sandwich" framework to clarify your professional, personal, and mission goals.

• 24:10: How to set healthy boundaries between what is public, what is personal, and what stays private.

• 33:15: Overcoming the fear of visibility and stepping out from behind your business logo.

• 40:55: Embracing the discomfort of running a business in a constantly shifting market.

Suz Chadwick is a brand consultant, business coach, and speaker who helps entrepreneurs build powerful personal brands and profitable businesses. She is also the host of the Brand Builders Lab podcast.

• Website: suzchadwick.com

• Instagram: @suzchadwick

• Podcast: Brand Builders Lab

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!

After a summer break I'm back with my solo episodes. In today's episode I reflect on my month-long challenge of sharing my work online every day. I chat about the vulnerability, confidence struggles, and the surprising lessons I learned along the way. If you've ever hesitated to put yourself out there or worried about what others might think, I hope my story encourages you to take that leap and embrace the growth that comes from showing up consistently.

Key Takeways

1. Consistency Builds Confidence Showing up every day, even when it feels uncomfortable, is the fastest way to grow your self-belief and creative skills.
2. Vulnerability is a Strength Sharing your work openly, flaws and all, can be scary, but it's also the key to authentic connection and personal growth.
3. Let Go of Perfectionism Progress matters more than perfection. Each post is a step forward, not a final destination.
4. Your Work Matters You never know who you might inspire or encourage by sharing your journey, even if it feels small or imperfect.
5. Reflection Fuels Growth Taking time to look back on your creative process helps you see how far you've come and what you want to try next.

• 00:04 – Why I started a daily sharing challenge and what I hoped to learn
• 02:15 – The emotional rollercoaster: vulnerability, fear, and unexpected support
• 05:30 – Lessons in consistency, confidence, and letting go of perfection
• 08:10 – The impact of sharing: feedback, connection, and creative breakthroughs
• 10:45 – Reflecting on the journey and advice for anyone wanting to share more

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!

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.

• 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

• 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.

1. 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.
2. 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.
3. 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.
4. Redefine Success on Your Terms Success isn't always a straight line. Stay curious, keep learning, and let your own values guide your path.
5. Persevere Through Rejection Every creative faces setbacks; what matters is getting back up, learning from criticism, and continuing to move forward.
6. Stay Open to Unexpected Paths Sometimes the most rewarding opportunities come from zigzagging journeys and saying yes to new adventures.

• 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.

1. Authenticity is Your Superpower Embracing who you truly are; quirks, passions, and all; creates a brand and life that feels joyful and meaningful.
2. Unlearning Conformity Letting go of what you "should" be and questioning old beliefs opens the door to creativity, confidence, and genuine connection.
3. 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.
4. 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.
5. 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.
6. 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.

• 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!

1. 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.
2. 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.
3. 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.
4. Experiment and Reflect Treat new habits and routines as experiments, not tests of perfection. Reflection helps you notice progress and adjust with self-compassion.
5. 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.
6. Small Joys Spark Big Change Even tiny moments of joy can create a positive upward spiral, fueling creativity, resilience, and well-being.

• 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.

1. Face Your Finances with Courage Moving past fear and avoidance is the first step to building lasting financial security and confidence.
2. Empower Yourself Through Knowledge Financial education and honest conversations help break down barriers and unlock your potential to build wealth.
3. 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.
4. 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.
5. 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.
6. 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.

• 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!