You’ve established your brand foundations, and now what? How do you transfer all that into the online space?


In this episode, Ben Rifken and I discuss how to create and use content to communicate your personal and/or brand values. We talk about what goes into creating your brand’s visual style and how to hire the right people like photographers and/or videographers, to create imagery that seamlessly translates your brand vision, mission and values onto your website and social media.

We end the episode by addressing tips on how to put together the perfect brand photoshoot and how to manoeuvre prices when you are on a budget.

Guess what, my business blew up in just two months of launching and I made over 6 figures with my launch. Actually, that's a lie, and it's a lie that is being fed to many entrepreneurs out there.

The old narrative is that starting a business is hard. In fact, it takes at least 3 years for you to become profitable. But that has been replaced with a new narrative. A narrative that says that you can blow up your business in less than 6 months and easily make 6-figures, no problem. But the problem with that narrative is that it isn't telling the whole story.

In this episode of Behind the Brand, we talk about how businesses just don't BLOW UP, and if they do, it's because of three very specific reasons.

What is human-centred design and what role does it play in branding? How can brands and businesses use design thinking to go beyond the traditional business models and focus on customer empathy and real-world experiments?

In this episode, Juliana and I talk about the power of using design thinking in branding, specifically addressing each of the five stages of Design Thinking, which are Empathise, Define (the problem), Ideate, Prototype, and Test. We also talk about how Juliana implemented all five of these steps working with a limousine company during her time as an MA student studying Brand Management at Macromedia University in Berlin.


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Everything begins and ends with your customer. Who are they? Furthermore, are your customers visual, audio, or kinesthetic buyers? Why does that matter?

In this episode, Shanna and I talk not only talk about the difference between a commodity and a brand, and why you should strive to be the latter, but we also delve into the importance of creating and developing customer persona(s). We also touch upon the three different types of buyers every small business will come across and how you can serve them specific content depending on their needs.

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Deciding to invest in a brand photoshoot for your small business can be scary and in reality,
it isn't as simple as pointing and shooting. In fact, a product photography photoshoot begins way before the actual photographs are taken.

In this episode of Behind the Brand, we are doing things a little bit differently. This time we are chatting with Lucie Kirchnerová, a photographer and listener of the podcast, who wants to know a little bit more about what went into Now in Rio Swim's product photoshoot. We are breaking it all down and getting into the nitty-gritty on how to plan and prepare for your product photoshoot

Today, there are commodity-type products, also known as “so what products,” that have no differentiators on the product or service level, and yet people love them. These brands do not have an enhanced design, new technology, or innovative offerings, instead, they’ve developed an emotional connection with their customers. But how do you create that connection?

In this episode, Fabian and I talk about how you can create a brand that everyone falls in love with. We talk about three of his eight brand traits that will help any business transform into an admired brand. They are Story, Delight & Solidarity.


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Most entrepreneurs don't start with venture funding. In fact, many entrepreneurs start with a couple of thousand dollars in the pocket that they've saved up so that they can launch their passion project. So how can you bootstrap your business to success?

In 2012, Kristi sold her car and invested that money into her new business venture, Encircled - an ethical and sustainable fashion company. And in this episode, we are chatting all about how she invested her initial capital as well as her brand why, a look back on what she would do differently, tips on how to hire employees, and so much more.

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As branding guru Marty Neumeier says, a brand strategy is “a plan for the systematic development of brand in alignment with a business strategy.” A brand strategy helps you understand who you are and acts as a blueprint to help you communicate it.

But how do you create a brand strategy? In this episode of Behind the Brand, we talk about the essential elements of a brand strategy and finish off talking about how you can create your mission, values, and vision.

The biggest part of branding is figuring out the promise that you make to a consumer and the expectation they have, this is almost every single time, the first place where an entrepreneur screws it up.

In this episode, Marc and I talk about the first three principles from his book, Brand DIY, including how important it is for entrepreneurs to have a conversation with their potential customers; staking a claim in your consumer's brain through a positioning statement and weaving that perfect story to connect with your audience and sell your product.


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If you are selling a product, you are selling a commodity. And in the end, you are most likely selling the same thing every other company is selling. So why should people buy from you? Branding is the impression that you give people. If you don't have a brand, people can't connect with you, they can't trust you and they probably won't buy from you.

In this episode, Laura and I talk about how to build a connection with your audience and clients by being your best authentic self, creating a brand that deeply aligns with you and the clients/customers you want to work with, the importance of mindset and how to share the essence of who you are.

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Visit my website: https://yvonneivanescu.com/