We Built This Brand

CEOs wear many hats, and that’s especially true in the world of IT. So, it’s pretty appropriate Brian Strong heads up TenHats - an IT and data center firm in Knoxville, Tennessee. The name isn’t just eye-catching, it reflects the wide variety of services the business provides to its customers. In this episode, Brian recounts how the company landed on its current name during a rebranding effort.  He and Chris also discuss their shared backgrounds in telecom, and they even delve into local conspiracy theories surrounding Knoxville’s communication buildings. 

Show Highlights

• (0:00) Intro
• (2:02) Brian's path to TenHats
• (4:35) Rebranding to TenHats
• (6:32) Conspiracy theories and Knoxville's tech buildings
• (8:42) What does TenHats do as a business
• (11:39) Services proved by TenHats
• (14:02) What power demands will look like in the future
• (16:28) What’s ahead for TenHats
• (19:24) Brian's moment of validation at TenHats
• (23:07) TenHats' branding beyond its name
• (25:24) What brand does Brian admire?
• (28:02) How to learn more about Brian and TenHats

About Brian Strong:
Brian Strong is TenHats’ Chief Executive Officer, working with every department to cast and execute the company’s vision. As CEO, he also represents TenHats publicly, assists in the sales process, and manages TenHats’ partnership with Covenant Health.

Before joining the team, Brian gained extensive management and sales experience working at nationwide MSP and IaaS firms in the Knoxville region. Brian was the top salesperson at Claris Networks when he decided to leave and found his own company, Vendor Registry, which he sold in 2020.

In 2003, Brian graduated from the University of Tennessee, Knoxville with a BS in Finance. In his free time, Brian enjoys playing in a local soccer league and spending time with his family.

Links:

• TenHats' Website: https://tenhats.com/
• Brian’s email: [email protected]

With a love of crunching numbers from a young age, Erin Reece always knew her future lay in finance. She spent more than a decade at corporate and public accounting firms until Erin realized it was time for a change. After seeing and experiencing the churn and burn nature of the field, she knew it was time to make a difference. Instead of letting corporate burnout get the better of her, Erin regrouped and founded Bear Financial Solutions. In this discussion, you’ll hear her break down the experience of facing a lawsuit during the early days of the business, learn about the knowledge she’s gained after five years of running Bear Financial Solutions, and revisit the moment she realized financial therapy is her calling in life.

Show Highlights

• (0:00) Intro
• (1:12) The creation of Bear Financial Solutions
• (4:11) The "fun" side of accounting
• (5:28) Name origins for Bear Financial Services
• (7:53) The Evolution of the company logo
• (9:54) Lessons Erin’s learned after five years
• (14:39) Learning to temper growth expectations
• (16:52) Experiencing getting sued
• (20:13) Finding validation through business
• (22:44) Becoming a financial therapist
• (27:01) Approaching finance like a “mama bear”
• (28:34) What brand Erin admires
• (29:39) Where you can find more from Erin and Bear Financial Solutions

About Erin Reece:

Erin has worked with CEOs, Founders, VPs, multi-million-dollar companies, and mom-and-pop shops all across the country. Her dream when she built Bear Financial was to be able to meet with any business owner, at any level and help them achieve all of their financial goals.

Erin knew from a young age that she wanted to be an accountant. She never waivered from that passion, declaring her major on her first day of college. She graduated with a BS in Accounting and holds a graduate certificate in Criminal Justice. Erin then spent over 10 years working in corporate and public accounting firms. But seeing how burnt-out both her clients and colleagues were, Erin decided to create her own, unique accounting firm.

Erin believes that everyone deserves a personal relationship with their accountant. She goes above and beyond to ensure every client feels at home, fully supported, and ready to tackle and accomplish every financial goal.

Links:

• Bear Financial Solutions’ website: https://bearfinancialsolutions.com/
• Bear Financial Solutions’ Instagram: https://www.instagram.com/bearfinancialsolutions/

In this episode of "We Built This Brand," you’ll hear from Trent Anderson, the Head of Growth and Strategy at Podchaser. Trent and Chris discuss the origins and key features of Podchaser, emphasizing its role as a vital data aggregator and discovery tool in the industry. Together, they delve into the importance of entering podcasting with the right intentions, the significance of Podchaser's Power Score, and what lies ahead for the company. If you’ve ever wanted to know what goes into crunching the numbers for your favorite podcast, this is the episode for you!

Show Highlights

• (0:00) Intro
• (2:01) What led Trent to Podchaser
• (3:25) Origins of Podchaser
• (5:18) Podchaser as a podcast database
• (6:44) Breaking down podcasting stats
• (11:40) Benefits of Podchaser’s pro package
• (14:26) Advertiser hesitancy in podcasting
• (19:27) The Podchaser “Power Score”
• (22:03) Trent’s role at Podchaser
• (26:13) Changes in podcasting trends
• (29:05) Podcasting with intention
• (33:00) Where Podchaser is heading
• (36:22) The meaning of Podchaser’s name
• (37:32) What brand does Trent admire?
• (39:40) Where you can find more from Podchaser

About Trent Anderson:
Trent is the Head of Growth & Strategy at Podchaser with an extensive background in marketing. When he’s not working for the IMDB of the podcast world, he’s likely watching Bravo reality shows with his wife.

Links:

• How to Find Podcast Listener Demographics: https://www.podchaser.com/articles/podcast-insights/how-to-find-podcast-listener-demographics
• Podchaser’s LinkedIn: https://www.linkedin.com/company/podchaser/
• Podchaser’s newsletter: https://www.linkedin.com/newsletters/6999456299717382145/

You would never know it based on his successes, but Rob Bunch didn’t begin his career in the world of marketing. In this episode of We Built This Brand, Rob takes us through his professional journey. From working finance in Florida, to nestling into the mountains of East Tennessee, he shares the winding road that made him a Senior Executive at The Leverage Group. Joins us as Rob talks about the importance of being authentic in business, the external impact of your company’s culture, and how it sometimes takes a little “push” to help guide your customers.

Show Highlights:

• (2:06) Rob’s backstory
• (5:32) Transition from company owner back to employee
• (6:44) Who does the Leverage Group serve
• (10:08) Major company changes during Rob’s time
• (12:00) Authenticity in branding
• (20:31) The value of positive company culture
• (23:29) How company culture impacts customers
• (26:48) Helping guide misguided customers
• (30:02) What’s ahead for the Leverage Group
• (34:31) What brand does Rob admire?
• (39:55) How you can connect with Rob Bunch

About Rob:

Rob is a Senior Executive at the Leverage Group who excels through dedication and commitment to his team, clients, and projects. He knows how to develop a creative concept from vision to final delivery. 

Links:

• The Leverage Group: leveragegroupadvertising.com

Erika Biddix began her professional journey the traditional way, following the path of a promising student to a corporate job. In this episode of We Built This Brand, we learn how she found her true calling at a corporate meeting planners’ conference where she was inspired to help other women discover their purpose. This led to the creation of Aught—a coworking space that evolved into a thriving community for female entrepreneurs. Erika shares the challenges of starting Aught and how their mission has grown beyond coworking spaces to fostering a supportive virtual community. She shares her vision a future where Aught inspires cultural change, empowering women to redefine their possibilities and break free from longstanding boundaries.

Show Highlights:

• (1:28) Erika’s backstory
• (04:05) Where she got the name “Aught”
• (7:03) The risk of hitching your brand to something else
• (10:10) The moment Erika new her business was succeeding
• (16:56) How Aught has evolved beyond coworking spaces
• (21:25) What success looks like for Erika
• (25:20) What the future of Aught looks like

About Erika:

Erika Biddix is the founder of Aught, a dynamic company dedicated to fostering a supportive community for female entrepreneurs. Erika is passionate about transforming lives and local communities through the power of female entrepreneurship. Her mission is to help women redefine what entrepreneurship, success, and boundaries mean for themselves, their businesses, and their families. 

Links Referenced

• Aught: https://weareaught.com/
• Permission Slip Conference: https://permissionslipconference.com/
• Connect with Erika: https://erikabiddix.com/

Rebranding your business can be an exciting process where you reorient it into something greater than before. However, change isn’t always easy. Paul Sponcia of the IT Company knows a thing or two about change and the growing pains it can bring. In this episode, we learn the story of how he transformed CSK Technologies into The IT Company, including the reasons for the rebrand, the rebranding process, and the growth that followed.

Show Highlights

(3:50) Paul’s background in the IT services industry and rebranding 

(5:34) The importance of giving your new brand a good name

(9:02) Paul’s experience using rebranding to take a company to the next level of delivery and type of customer the served

(11:45) How Paul came up with the name “The IT Company”

(15:57) How rebranding a company changed the services, products, technical aspects, and even the culture of the business

(23:32) The moment Paul realized the business was moving the way he wanted it to

(33:20) Part of brand building is attracting and retaining talent

About Paul

Paul Sponcia is currently the principal and CEO of the IT Company. He has a robust background in technology and telecommunications, marked by his success in developing prominent IT service brands in East Tennessee. Sponcia’s extensive experience underscores his expertise and leadership in the tech industry.

Paul’s notable achievements include the successful development of Claris Networks, showcasing his talent in building reputable IT brands. He went on to join the IT Company in 2010. Then known as CSK Technologies, he spearheaded a major rebranding initiative that transformed CSK into the IT powerhouse that it is today. 

Links Referenced

• Paul on LinkedIn: https://www.linkedin.com/in/paulsponcia/ 
• The IT Company on LinkedIn: https://www.linkedin.com/company/the-it-company-llc/ 
• The IT Company website: https://www.theitco.net/    

Lori Asbury, founder and CEO of CMOco, joins Chris to explore her exciting career and entrepreneurial journey. Lori shares her journey from a journalist to a seasoned marketing executive at HGTV and, eventually, to launching her successful marketing agency. She discusses the nuances of building a business in a highly competitive industry, her strategies for embracing digital marketing innovations, and the challenges and rewards of rebranding her company. 

Lori also shares how CMOco has helped local businesses and large organizations like the Great Smoky Mountain National Park and LCUB navigate complex marketing landscapes. Tune in for an episode packed with valuable lessons on resilience, strategic marketing, and the transformative power of digital technology in today’s business world.

Show Highlights:

(00:00) - Introduction to the Episode and Lori Asbury, President & CEO of CMOco

(02:28) - Lori’s background and what made her start CMOco

(05:42) - Lori’s experience moving to Knoxville and working at HGTV

(09:11) - Lori shares losing her job at HGTV and starting CMOco

(11:05) - The moment of validation for CMOco

(13:53) - CMOco’s diverse clientele and their impact 

(17:45) - Examples of CMOco’s diverse clientele and their impact 

(22:21) - The growth and evolution of CMOco over 14 years

(32:57) - CMOco’s recent rebranding strategies and the rationale behind it

(34:54) - The advancements in digital advertising and its benefits

(44:17) - Exploring AI's role in modern marketing strategies

(48:37) - Lori shares her favorite brand

(51:30) - Closing remarks and where to find Lori  

About Lori: 

Lori Asbury is a seasoned leader with over 25 years of experience in senior-level management and strategic brand development, notably growing billion-dollar brands like HGTV, Fox Television Stations, Inc., and CBS Television Stations, Inc. With expertise in crafting and executing comprehensive marketing, digital marketing, advertising, and public relations campaigns, Lori effectively enhances business operations and develops new revenue-generating brand extensions. She holds an MBA from Cornell University and a BA in Journalism from the University of Oklahoma. Passionate about equestrian sports, Lori enjoys competing in horse shows and is a devoted fan of Oklahoma University sports.

 Links Referenced:

CMOco: https://cmoco.com/lori-asbury/

CMOco on LinkedIn: https://www.linkedin.com/company/cmoco/

Lori on LinkedIn: https://www.linkedin.com/in/loriterwellasbury/

Mal Alder, the founder of Alder & Co., shares her journey in assisting small businesses and nonprofit organizations to thrive with creative marketing strategies. She recounts her work with clients like King's Family Distillery in Sevierville, detailing how she enhances their online visibility. Chris and Mal explore the day-to-day realities of managing a marketing firm, including their approach to fostering a vibrant and innovative office culture. Concluding the episode, Mal highlights the importance of authenticity in marketing, prioritizing genuine engagement over mere profit. She also provides a sneak peek into the exciting future developments at Alder & Co.

Show Highlights: 

(00:00) - An Introduction to the Episode and Alder & Co.

(01:58) - Alder & Co.’s founding, and their focus on small businesses and nonprofits.

(03:21) - The story of working with King's Family Distillery and how Alder & Co. helped them

(05:17) - Mal recounts the “865 Strong” project, which helped combat food insecurity and won the team its first Addy Award.

(08:50) - Mal reflects on her "oh sh*t" moment.

(11:05) - Alder & Co.'s client-focused approach to brand strategy 

(16:21) - The origin of Alder & Co.'s name and branding, family influences, and design choices.

(19:57) - Maintaining a skilled team and the personal side of business leadership.

(21:37) - Future outlook for Alder & Co.

(22:41) - Mal shares her admiration for the brand Liquid Death

(26:54) - Closing thoughts and where to find Mal

About Mal

Mal Alder is the founder of Alder & Co., an accomplished digital marketing professional specializing in various strategies to increase online presence and brand visibility. Her expertise includes social media management, content marketing, SEO, web development, Google Ads, and graphic design. Recognized with industry awards, Mal is dedicated to crafting effective marketing solutions that cater specifically to the needs of small businesses and nonprofits, ensuring they achieve measurable results and meaningful impact in their communities.

Links Referenced

• Alder & Co.: https://www.thealderco.com/ 
• Mal’s LinkedIn: https://www.linkedin.com/in/malalder/
• Mal’s Instagram: https://www.instagram.com/malnotmel/?hl=en

In this fun episode of We Built This Brand, we chat with Kelsey Miller, the founder of 'Klosets by Kelsey.' Kelsey shares how she turned her passion for organizing and styling from a hobby into her full-time job. She explains the incredible physical and emotional benefits of having a neat and tidy space, highlighting how organization can transform our lives. To make her services accessible to a broad audience, Kelsey offers special packages tailored to fit everyone's needs. Additionally, she provides details about her upcoming online course, her active involvement in the Knoxville community, and her current favorite brand!

Show Highlights: 

(00:00) Introduction to Kelsey Miller, Owner Of Klosets by Kelsey

(02:09) Kelsey shares why she started her organizing business and her background in fashion merchandising

(04:02) How Kelsey transitioned her idea from a side project to a full-fledged business

(06:32) The moment Of Validation for Kelsey’s business 

(07:45) Services offered by Klosets by Kelsey, including personal and interior styling

(09:47) Kelsey's target market and Kloset by Kelsey’s evolution into a lifestyle brand

(13:22) Kelsey's involvement with local nonprofits and the importance of giving back

(15:50) Kelsey's thoughts on personal branding and styling

(18:19) Explaining What capsule wardrobing and its benefits for daily dressing

(19:01) Upcoming projects for Klosets by Kelsey, including a virtual course

(21:04) Kelsey's favorite brands and how they align with her business and personal life

(22:48) Closing remarks and where to find Kelsey online

Links Referenced: 

Klosets by Kelsey Website: https://www.klosetsbykelsey.com/

Kloset by Kelsey’s Facebook: https://www.facebook.com/klosetsbykelseym

Kelsey’s LinkedIn: https://www.linkedin.com/in/kelsey-alexandra-miller/

Kelsey’s Instagram: https://www.instagram.com/klosetsbykelsey/

In this episode, Taylar Fetzner, co-host of the Creeps and Crimes Podcast, opens up about her journey with her best friend, Morgan Mounts, from sharing a fascination for spooky stories, conspiracies, and true crime to launching a successful podcast. Taylar delves into her show's beginnings, the power of a single TikTok video in attracting a vast audience, and the evolution of her podcast's appearance to mirror their authentic selves, ensuring a genuine connection with their audience. Taylar unveils insights into the podcast's business aspects, emphasizing the importance of financial wisdom and creative pauses to maintain innovation. Additionally, she expresses her respect for the strategic branding of Taylor Swift and Alex Cooper and her visions for elevating her podcast to greater heights.

About Taylar Fetzner : 

Taylar Fetzner is a University of Tennessee alum with a BA in Communication, whose diverse career has spanned music, sports, and now, podcasting. Alongside her college roommate and best friend Morgan Mounts, she co-founded the "Creeps and Crimes'' Podcast in 2020, diving deep into the worlds of the paranormal, conspiracy theories, and true crime cases—all from the comfort of their couch. Taylar's journey in podcasting has not only marked significant growth as a business owner and researcher but also deepened her passion for victims' rights, ensuring their stories are told and heard well. Her ambitious spirit, fueled by a rich entrepreneurial background and a commitment to authenticity, drives the podcast's success with listeners.

Show Highlights 

(00:00:00) Introduction to the episode

(00:02:02) How Creeps and Crimes All Began

(00:13:15) Taylar recounts the moment her TikTok video went viral

(00:15:34) Transitioning from a darker theme to a more authentic reflection of their personalities 

(00:26:10) The Importance of Growth and Listener Relationships

(00:28:36) Maintaining Authenticity in Branding

(00:40:48) Taylar’s Journey into monetizing the podcast, working with networks, and having an agent.

(00:53:03) The importance of taking breaks for creative and personal growth 

(01:06:39) Taylar and Chris discuss their favorite brands  

(01:16:04) Closing remarks & How to Connect with Taylar 

Links Referenced: 

• Creeps and Crimes Podcast https://creepsandcrimespodcast.com/
• Taylar Fetzner on TikTok @taylarjane98
• Taylar Fetzner on Twitter and Instagram: @TaylarJ
• Morgan Mounts on Instagram: @morgg.m
• Email for Creeps and Crimes Podcast: [email protected]
• Email for listener stories (creepy accounts): [email protected]
• YouTube for Creeps and Crimes Podcast episodes https://www.youtube.com/channel/UCBGoeW-yfw-ws9mmEJ2lW3w
• We Built This Brand Podcast : https://www.webuiltthisbrand.com