Overview
Phil & Hayley interview Jojo Smith (CreativeSAS) on the difference between brand (values, beliefs, personality, purpose) and branding (visuals). Jojo shares how ditching a generic “corporate” persona unlocked connection and growth, and outlines the Creative SAS model — Creativity, Self-awareness, Strategy — as a practical framework for founders.

Key insights

• Brand first, branding second: build the naked business before choosing the clothes
• Reframe “flaws” into differentiators clients value
• Three fast brand-clarity exercises (favourites list, 3×3 feedback, language expansion)
• Belief → Brand → Business Development: the 3-layer “cake”
• Why intention + action (“WISH”) beats “shoulds” every time

Guest
Jojo Smith, Founder — CreativSAS (brand & vision); speaker and mentor
CreativSAS (no “e” in Creative)

https://www.facebook.com/sassyjojosmith

https://www.instagram.com/creativsas

https://www.creativsas.co.uk/about

Call to action
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Connect with Phil and Hayley

Hayley - LinkedIn Corbar Accounting

Phil - LinkedIn Affirm IT

What One Thing Podcast – with Phil & Hayley

Each week, business owners share the one thing that made the biggest difference in their business journey — and hosts Phil (Affirm IT Services) and Hayley (Corbar Accounting) dive into the lessons, laughs, and lightbulb moments along the way.

If you’re a UK business owner looking for real stories and practical insights on growth, leadership, IT, and finance — this is the podcast for you!

Connect with the hosts

Phil Davenport | Affirm IT Services
LinkedIn
https://affirmit.co.uk/

Hayley Baxter | Corbar Accounting
LinkedIn
https://corbar.uk/

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