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.

• 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.

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

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.

• 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.

• 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.

• 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)

• Website: carolgaffney.com
• Instagram: @carol.gaffney
• LinkedIn: Carol Gaffney on LinkedIn

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

• 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

• AI lacks context and originality: While tools like ChatGPT or other AI logo generators can spit out designs quickly, they often rely on clichés and obvious visuals.
• Human connection drives good design: A designer brings nuance, research, emotional intelligence, and collaborative insight to a branding process — something AI simply cannot replicate.
• Trademarks matter: AI doesn’t evaluate existing brand identities or copyright issues, which could lead to expensive legal mistakes.
• Mood boards and visuals need strategy: Roberta explains why she avoids using ChatGPT for mood boards and prefers a thoughtful creative process over shortcuts.
• AI as a tool, not a replacement: While Roberta uses AI for certain tasks like mockups or visual generation, she emphasizes that tools should support — not replace — creative thinking.
• Better to start small: If you can’t afford branding yet, use a simple logotype with a clean font — not a generic AI-generated design.

0:00 – Introduction

1:10 – Why Roberta Isn’t Worried About AI

2:30 – What Makes a Human-Centered Logo Unique

4:45 – AI’s Reliance on Clichés

6:50 – Context Matters: Real-World Logo Applications

9:00 – The Legal Risk of AI-Generated Logos

11:15 – Better Alternatives for Beginners

13:00 – Mood Boards and the Creative Process

15:00 – When It’s OK to Use AI in Design

17:20 – Final Thoughts on AI and the Human Touch

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!

• Adobe Firefly
• Canva / Adobe Express
• ChatGPT
• “NanoBanana” AI tool

In this episode of the Core Brands podcast, host Roberta Rechena welcomes Orla Canney, the founder of OCC Consulting, who shares her journey from the corporate world to entrepreneurship. Orla discusses her background in HR and her passion for people development, particularly focusing on career growth for Gen Z professionals. She reflects on the challenges she faced while transitioning from a corporate job to running her own business full-time, emphasizing the importance of networking and seeking advice from experienced mentors. Orla also highlights the evolving workplace dynamics, particularly how Gen Z values work-life balance and personal fulfillment over traditional job security and financial incentives.

Keywords

Orla Canney, OCC Consulting, Gen Z career development, entrepreneurship, work-life balance, career reflection, networking, personal growth, AI in the workplace, corporate transition

Takeaways

"I want to give this a good go."

"It's not just about moving up the corporate ladder; it's about learning."

"What gives me hope is the Gen Z, the digitally natives who were born with constant change."

"It's more about how you feel, your impact, and your balance."

"The no is always guaranteed; what's the best that can happen?"

Sound bites

""I want to give this a good go.""

""What gives me hope is the Gen Z, the digitally natives who were born with constant change.""

""The no is always guaranteed; what's the best that can happen?"

Chapters

00:00 Introduction to Orla Canney and OCC Consulting 01:45 Transitioning from Corporate to Entrepreneurship 06:16 Understanding Gen Z in the Workplace 11:19 The Importance of Career Reflection Workshops 19:02 Challenges and Lessons in Entrepreneurship 26:56 Resources and Personal Growth Strategies

Connect with Orla:

• Linkedin
• Instagram

Resources mentioned: Book:

• The Let Them Theory, Mel Robbins
• Shout out to Yvonne Tchrakian

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!

In this first episode of 2026, Roberta Rechena shares an honest and reflective review of her 2025 — a year she initially thought was “a bit vanilla”, but quickly realised was full of lessons, challenges, and meaningful wins.

Roberta opens up about the quieter side of business, fewer leads, starting a second business with her husband, and navigating a PTSD diagnosis, while also celebrating the many ups: awards, returning clients, personal growth, fitness, networking, and the evolution of the Core Brands podcast.

She reflects on what 2025 taught her as a business owner, designer, and human, and shares her intention for 2026 — simplification, boldness, and visibility. This episode is an invitation to pause, reflect, and acknowledge both the highs and lows of your own year.

• A “quiet” year doesn’t mean an unimportant year
• Reflecting helps you see growth you may have forgotten
• Fewer leads doesn’t always mean less meaningful work
• It’s okay to build projects slowly when life is full
• Awareness and support are essential when navigating mental health
• Returning clients are a powerful sign of trust
• Personal growth and business growth are deeply connected
• Simplifying your business can create more clarity for everyone
• Visibility is a choice — and a practice
• Both ups and downs deserve to be acknowledged

“It felt like a vanilla year — until I actually looked at it.”

“Quiet doesn’t mean unsuccessful.”

“Simplifying is not removing value, it’s keeping what matters.”

00:00 Welcome to 2026 & why this episode was delayed

03:00 Reflecting on a ‘vanilla’ year

04:30 The quieter side of business & fewer leads

07:00 Starting a second business with my husband

10:30 Mental health, PTSD & transparency

13:30 Adobe Max, fitness & personal growth

17:00 Awards, returning clients & proud moments

21:00 The brand photoshoot that changed everything

24:30 Networking, podcast growth & six years in business

28:30 Simplification, boldness & intentions for 2026

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!

year in review, business reflection, entrepreneurship, branding, creative business, personal growth, mental health, podcasting, simplification, visibility, small business journey, 2025 review, 2026 intentions

Description

In this episode, Roberta Rechena discusses the importance of clarity in website design and communication. She emphasises that a website should serve as a functional tool for businesses, effectively communicating their value to potential clients. Roberta introduces the concept of 'caveman communication,' advocating for simple, jargon-free language that resonates with the audience. She shares insights on how to structure content for better user experience and conversion rates, urging designers to prioritise clarity over complexity.

Takeaways

• A website should work for your business 24/7.
• Clarity in design leads to better results.
• The audience should feel like the hero of the story.
• Avoid overwhelming visitors with excessive content.
• Use plain language to communicate effectively.
• Shorter paragraphs and clear typography enhance readability.
• Simplicity in messaging builds confidence in your brand.
• Visitors leave if they can't find answers quickly.
• Clarity is more important than detailed storytelling.
• Challenge yourself to simplify your website content.

Titles

Mastering Website Clarity for Better Engagement

Caveman Communication: Simplifying Your Message

Sound bites

"The simpler, the better."

"Clarity is authority."

"Speak simply, say what you do."

Chapters

00:00 The Importance of Website Clarity

10:31 Caveman Communication: Simplifying Your Message

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!

Keywords

website design, clarity, communication, branding, user experience, conversion, simplicity, content strategy, web design tips, audience engagement

In this episode of the Core Brands Podcast, our host Roberta celebrates a double birthday – her own and the podcast’s first anniversary!

Roberta reflects on the first year of hosting the Core Brands Podcast – the lessons learned, what worked, what didn’t, and her vision for year two. She shares the behind-the-scenes of managing a podcast as a side project, the realities of balancing client work with content creation, and the evolving structure of the show.

If you’re a creative entrepreneur, podcaster, or just curious about what it’s like to run a personal brand podcast, this episode is packed with honest reflections and valuable insights.

Takeaways

The Core Brands Podcast started as a personal outlet after facing challenges pitching herself as a guest on other shows.

Roberta initially planned a light schedule (two episodes/month), but shifted to weekly releases – a decision she later reconsidered.

Guest episodes performed best, both in reach and engagement, thanks to guest promotion.

Solo episodes suffered due to time constraints, but they remain a key goal for the future.

Marketing the podcast took over her main business socials, highlighting the importance of balance in content strategy.

Plans for year two include:

Returning to a two-episode/month cadence.

Recording more spontaneous solo episodes (audio-only when needed!).

Developing a stronger visual identity and creating a dedicated media kit.

Reaching out to dream guests with bold confidence.

Chapters

00:00 – Birthday celebration & podcast anniversary

02:00 – Why Roberta started her own podcast

04:30 – The original plan vs. reality of the podcast cadence

06:00 – Challenges of promoting weekly episodes

08:00 – Reflections on guest dynamics & invitations

09:20 – Favorite tools: Riverside.fm & editing process

10:50 – Top 3 most played episodes

12:00 – Gratitude for Spotify followers

12:30 – Vision and goals for year two

14:00 – Embracing imperfect solo episodes

15:00 – Slower cadence = better promotion & sustainability

16:00 – Final reflections and appreciation

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!

Resources mentioned:

⁠Riverside.fm⁠ – Roberta’s go-to platform for recording and hosting her podcast (affiliate link in episode notes)