What does it take to turn a century-old family trade business into a modern, people-first brand? In this episode of Bridging the Gap, Todd Weyandt sits down with Christene Marie, founder of The Knowing Group, host of the Craft & Calling Podcast, and fourth-generation leader in her family’s 100+ year business.

Christene shares her journey of balancing legacy with innovation, why authentic communication is the ultimate business advantage, and how bravery fuels personal and professional transformation. From branding Amazon to scaling her family’s company, she reveals how principles, values, and storytelling can shape a great legacy in construction. Tune in for a conversation that blends wisdom, legacy, and modern insights on building a construction career that lasts.

Christene Marie, a thought leader in empathy-driven branding and measurement marketing strategies, is the CEO and Founder of The Knowing Group. In addition to managing The Knowing Group, the parent company to The Knowing Agency, Christene is a Partner in the family business, Hoffman Painting & Finishing, which celebrated 100 years in 2022. Christene’s vision is to power executives, teams, organizations, and communities with the knowing necessary to position their selves authentically and connect with their intended audience in empathy to drive greater impact.

At the end of the day, it’s not just about what you do but why you do it. If your practices don’t line up with your core principles, your brand will come across as forced and inauthentic. Make sure every digital touchpoint reinforces the values you want people to experience when they interact with you or your company.

In today’s world, every person on your team is part of your company’s digital presence—whether you like it or not. Rather than resist it, lean into it. Be intentional about the value you’re adding, and embrace the fact that your people are the best storytellers for your brand. Authenticity and relatability from real humans always outperform polished corporate messaging.

Sharing online feels uncomfortable at first—but bravery and consistency build the muscle. Bring your audience along on your journey, own the awkwardness, and keep showing up honestly. Relatability, not emotional manipulation, is what resonates. The more you share authentically, the more momentum you build—for yourself, your team, and the next generation who needs to see what construction really looks like today.

00:00 Introduction to Christine Marie and Her Legacy

06:48 The Importance of Family Values in Business

11:36 Building Authentic Connections in a Digital World

17:13 The Power of Personal Branding and Storytelling

20:35 Embracing Authenticity in Storytelling

23:28 The Power of Vulnerability and Legacy

26:04 Building Community Through Social Media

28:50 Challenging Vanity Metrics in Content Creation

33:02 Modeling the Future and Innovation in Construction

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