Building your Brand

Hosted by Liz Mosley

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265

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Jun 2026

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About the show

Graphic Designer Liz Mosley wants all you small business owners to build businesses that you LOVE and feel confident about promoting. Through her decade of branding and design experience and with the help of her guests, she shares top tips to take the fear out of selling and building your brand. Produced by: Lucy Lucraft (Instagram @lucylucraft) Cover illustration: Matt Joyce (Instagram @mattjoyce_illustrator)

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June 12, 2026Episode 25810 min

How Consistency (and Disruption) Build a Memorable Brand: Strategies for Sustainable Growth

In this solo episode, I dive into the power of consistency in building a brand, why it matters, and how intentional disruptions can keep your audience engaged. I'm chatting through some practical strategies, personal experiences, and actionable tips for maintaining consistency without burning out. Key Takeaways Consistency Builds Trust. Regular, predictable content helps your audience recognize and trust your brand. Pattern Disruption Keeps You Memorable. Occasionally breaking your routine with something unexpected can reignite audience attention. Define Your Own Consistency. Consistency doesn't mean frequency; set a realistic schedule that works for you and your business. Systems and Support Make Consistency Possible. Processes, deadlines, and outsourcing tasks (like editing and show notes) help maintain regular output. Seasonal Adjustments and Creative Breaks. Using different formats or revisiting old content during busy periods can keep your brand fresh and sustainable. Episode Highlights 00:00:10 – Introduction: Why consistency feels overwhelming 00:00:50 – The value and limits of consistency 00:02:09 – Pattern disruption: Why and how to shake things up 00:03:18 – Defining what consistency means for your brand 00:04:49 – Building systems and getting support for consistency 00:08:27 – Using disruption and seasonal changes to stay creative Mentioned in the Episode Atomicon (Aff link) Lucy Lucraft Podcast Editing: lucylucraft.co.uk End Notes I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written, recorded and produced by me If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

June 10, 2026Episode 25745 min

The Power of Side Quests with Mélanie Johnsson

I am a big believer in the power of "side quests" . Over the years, my own side projects have transformed into vital parts of my business and completely changed my career trajectory . In this episode, I am joined by Mélanie Johnsson, a creative director, illustrator, and designer who is equally obsessed with the magic of the side quest. We dive into how these personal projects have brought her new clients, created a vibrant community, and allowed her to push her creative boundaries without the constraints of client briefs. Whether you are considering launching a magazine, a community challenge, or an exhibition, Mélanie's proactive attitude will empower you to stop waiting for opportunities and start creating them yourself . Thanks to Ivy Malik for sponsoring this episode. If you wanna learn how to co-create a sale so it doesn't feel like selling head to lizmosley.net/ivy and watch the free training video. Key Takeaways Proactive Career Growth: Side quests allow you to create the exact type of work you want to be hired for, effectively controlling your own professional narrative and journey. Creative Freedom and Values: Personal projects provide a space to align purely with your own vision and values, which is essential for preventing creative stagnation. Building Community and Authority: Projects like the "Pattern Challenge" or the "Mimi" platform establish you as an expert and build lasting associations in the minds of potential clients. The "Art Director" Mindset: Transitioning to broader titles like Art Director or Creative Director allows you to sell your "brain" and problem-solving skills rather than just a specific technical output. Overcoming Loneliness: Creative communities and in-person meetups serve as a vital antidote to the isolation of freelance life, offering validation and shared support. Episode Highlights 01:50: Mélanie's background growing up in a creative family and her initial "rebellion" against design . 13:10: The creation of Spellbound magazine and the joy of self-publishing. 14:15: How the "Pattern Challenge" transitioned from an Instagram prompt to a charitable physical product. 20:45: Proving creativity: How a client relationship led to 3D rendering and product design. 26:15: The logistical challenges and dreams of building a physical creative studio. 36:10: Rebranding and the power of solving visual problems through a "Creative Director" lens. About the Guest Mélanie Johnsson is a French Art Director, Designer, and Illustrator based in the UK . She works with brands across various industries, from skincare to editorial, and is the founder of the Mimi platform for creatives. Website: https://www.melaniejohnsson.com/ Instagram: @melanie.johnsson Mimi for Creatives: @mimi.for.creatives Mentioned in the Episode Spellbound Magazine: Melanie's self-published creative magazine. #thepatternchallengebymel: A long-running creative community challenge on Instagram. End Credits I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk If you enjoyed this episode please leave a 5* rating and review!

June 5, 2026Episode 25614 min

Building Trust in the Age of Generative AI: What Small Businesses Need to Know

In this solo episode, I'm exploring the critical role of trust for small businesses in a digital world increasingly shaped by generative AI. I chat through personal experiences, industry observations, and am giving some actionable advice on how brands can navigate the ethical and practical challenges of using AI in marketing and content creation without eroding customer trust. Key Takeaways Trust is Fragile and Hard-Won Building trust with your audience takes years, but it can be lost overnight through missteps, especially with misleading or undisclosed AI-generated content. The "Trust Recession" and AI Skepticism Audiences are more wary than ever, often approaching online content with skepticism due to the prevalence of generative AI and undisclosed ads. Transparency is Essential Clearly disclosing the use of AI in your content is crucial. Burying disclosures or surprising your audience with AI-generated material can break trust. Audience Expectations Matter If your brand is open about using AI, your audience is less likely to feel deceived. Problems arise when AI use is unexpected or hidden. DIY Over AI for Small Businesses Audiences often prefer authentic, even imperfect, DIY content over slick but impersonal AI-generated work. The risk to brand trust may outweigh the convenience of generative AI. Episode Highlights 00:05 – Introduction: The Annoyance of Undisclosed Ads 00:29 – Why Trust Matters for Small Businesses 02:20 – The "Trust Recession" and AI's Impact on Perception 03:30 – How Generative AI Can Break Trust 05:18 – Ethical Concerns and Audience Reactions to AI 10:35 – Repairing Trust and Planning AI Use in Your Brand I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written, recorded and produced by me If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

June 3, 2026Episode 25558 min

Strategic Podcasting for Business Growth with Ana Xavier

You know how much I love podcasting and I'm always keen to chat about how transformative it can be for your brand. So in this episode, founder of The Podcast Space Ana Xavier tells me about how to create strategic content that drives real growth in a sustainable way. She shares her expertise on shifting from "vanity metrics" to meaningful engagement, working with sponsors, and why the joy of the process is just as important as the results. If you've ever wanted to start a podcast this is a must listen! This episode is sponsored by Ivy Malik. Head to lizmosley.net/ivy and watch the free training video on how to attract higher paying clients. Key Takeaways Avoid the "Mega-Show" Trap: Don't try to replicate the production of shows like The Diary of a CEO if you are a team of one. Focus on what is sustainable and impactful for your specific business goals. Strategy Over Vanity Metrics: Downloads are not the only measure of success. Strategic content that builds trust with a smaller, dedicated audience can lead to more opportunities and higher conversion than a generic "viral" hit. The Power of Repurposing: Your podcast is a content goldmine. Use transcripts and highlights to create newsletters, social media posts, and blog content to maximise your reach without doubling your workload. Monetisation Beyond Ads: Working with sponsors is not just about reach; it is about alignment. Strategic partnerships can provide value to your listeners while creating a sustainable revenue stream for your show. Prioritise Your Joy: To avoid burnout, you must find a way of podcasting that you actually enjoy. When the creator is having fun, that energy translates to the listener and builds a stronger brand connection. Episode Highlights 05:12: Shifting your mindset from "more listeners" to "better engagement." 12:30: How to use your podcast to build professional authority and trust. 18:25: Strategic ways to approach sponsors and brand partnerships. 27:40: The "Content Waterfall": Maximising every episode through smart repurposing. 35:15: Tips for maintaining consistency and finding joy in the production process. 48:50: Why a podcast can be a business asset even if you don't have thousands of followers. About the Guest Ana Xavier is a podcast strategist, marketer, and the founder of The Podcast Space. She helps business owners and creators turn their podcasts into strategic marketing engines that deliver professional and personal results. Website: thepodcastspace.com Instagram: @thepodcastspace Podcast: The Podcast Space Podcast End Credits I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk If you enjoyed this episode please leave a 5* rating and review!

May 29, 2026Episode 25418 min

What I'd Tell You if I Was Your Mentor: 10 Lessons For Creatives

In this solo episode of the Building a Brand Podcast, I share 10 honest lessons I'd pass on if I were mentoring a younger designer or small business owner. I cover embracing experimentation and learning from mistakes as well as redefining success and cheering others on. This episode is packed with encouraging mindset shifts for anyone building a creative business. Whether you're in a season of growth, comparison, overwhelm, or uncertainty, these reflections will help you approach your business with more confidence, joy, and freedom. Key Takeaways Treat your business like an experiment so failures become lessons instead of personal defeats. Consistency becomes much easier when you build your business around things that genuinely bring you joy. Community matters; even one supportive business friend can make a huge difference. Success doesn't have to look like internet hustle culture; you get to define it for yourself. Celebrating other people's wins creates a healthier, more abundant mindset in business. Episode Highlights 00:00 – Why I've been thinking about mentorship 01:00 – Lesson 1: Have an experimental mindset 02:20 – Lesson 2: Expect mistakes and learn from them 04:00 – Lesson 3: Find the joy and follow it 05:45 – Lesson 4: Find what you can be consistent in 07:15 – Lesson 5: Find your community 09:30 – Lesson 6: Commit to learning new things 10:45 – Lesson 7: Hold onto things loosely 12:15 – Lesson 8: Define what success looks like for you 14:25 – Lesson 9: Don't get obsessed with money goals 16:00 – Lesson 10: Learn to celebrate other people's successes Mentioned in the Episode Being Freelance https://www.beingfreelance.com/ Doing It For The Kids https://www.doingitforthekids.net/ The Best 90 Days Ever https://www.hicommunications.co.uk/best90daysever Episode on Communities: https://buildingyourbrand.net/episode/3-memberships-i-love-as-a-freelancer-and-why-they-matter/ I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written, recorded and produced by me If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

May 27, 2026Episode 25345 min

Simple Design Tweaks to Improve Your Branding with Bhavini Lakhani

In this episode, I have such an interesting chat with graphic designer Bhavini Lakhani, a specialist in brand identity and marketing collateral. Get your notebook out because her tips are SO helpful. Bhavini shares her journey from an unexpected start in self-employment following a redundancy in 2011 to becoming an expert in branding for small, independent businesses. Together, we demystify essential design principles, from color contrast and font legibility to the science of hierarchy offering simple, actionable tweaks that you can implement immediately to build trust and boost sales. This episode is sponsored by Ivy Malik. Ivy has created a free training to help you understand how higher-paying clients actually think, behave and buy, so you can attract and sell to them more confidently. If you want sales to feel more natural (and less awkward), head to lizmosley.net/Ivy to watch the free training. Key Takeaways First Impressions are Critical: You get only one chance to make a first impression; intentional branding communicates professionality and builds the trust necessary for clients to invest in you. Prioritize Accessibility for Sales: Using high color contrast and legible fonts ensures that potential customers can actually find your contact details and make a purchase. Stop Center-Aligning Long Text: Left-aligned text is significantly easier for the human brain to process; center-aligning long emails can frustrate readers and lead to missed sales. Lead the Eye with Hierarchy: Coordinating different font sizes and weights allows you to direct your viewer exactly where you want them to look first. Consistency Boosts ROI: Using brand elements consistently across all platforms builds immediate recognition and can increase your return on investment by as much as 23%. Episode Highlights 03:41: We discuss the flexibility of self-employment and working around family life 07:07: Common branding frustrations and the importance of tonal variety in colour palettes 10:55: Discussion on font legibility, the pitfalls of script fonts, and the importance of "kerning" (letter spacing) 16:38: Why you should avoid center-aligning email newsletters to prevent losing potential customers 19:54: Understanding visual hierarchy and leading the audience's eye through a design 23:14: How brand consistency impacts trust, recognition, and ROI About the Guest Website: B81designs.com Instagram: @b81design LinkedIn: Bhavini Lakhan Mentioned in the episode: Ivy Malik: Friend of the podcast and sponsor of this episode! Get a free training video on co-creating sales at lizmosley.net/ivy Bhavini's Book: A self-published guide with easy-to-follow design tips, available on Amazon or as a digital copy on her website End Credits: I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk If you enjoyed this episode please leave a 5* rating and review!

May 22, 2026Episode 25212 min

Comparison Culture in the Creative Industries

In this solo episode, I'm unpacking comparison culture in the creative industries and the impact it can have on our confidence, creativity, and how we show up online. After seeing some negativity and public mocking circulating online recently, it got me thinking about how easy it is for comparison to spiral into jealousy, criticism, or self-doubt; especially in creative work that feels deeply personal. I share my own experiences of navigating negative comments, the fear of sharing work publicly, and the mindset shifts that help me channel comparison into something healthier and more constructive. If you've ever felt discouraged by someone else's success or found yourself questioning your own work after scrolling online, this episode is for you. Key Takeaways 1. Comparison is normal but how we respond matters It's natural to compare ourselves to others, especially in creative industries. The important thing is how we process those feelings. 2. Sharing your work online comes with vulnerability Putting yourself and your creativity out there means opening yourself up to opinions, criticism, and misunderstanding. 3. Jealousy can reveal what you truly want Sometimes comparison highlights desires or goals you haven't fully acknowledged yet. 4. Someone else's success doesn't take away from yours Creative opportunities aren't finite. Another person's win doesn't mean there's less available for you. 5. Turning comparison into encouragement changes everything Using those feelings as a prompt to encourage others, or focus on your own growth, creates a much healthier mindset. Episode Highlights 00:30 – Why comparison culture in creative industries has been on my mind 02:00 – The fear of sharing work online & dealing with criticism 05:30 – Jealousy, social media & asking yourself better questions 08:00 – Scarcity mindset vs abundance mindset in creative work 10:00 – Detaching your self-worth from your creativity I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written, recorded and produced by me If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

May 20, 2026Episode 25138 min

Self-Taught and Scaling: Building a Branding Business with Robin Son

In this episode, I chat to my 'graphic design daughter' Robin Son, a branding designer and podcast host who has built a thriving creative business in just three years without any formal training. Robin shares her incredible journey from working at KFC to launching her design career during maternity leave; all while sitting in the corner of her mum's kitchen during newborn nap times. We discuss the power of learning on the job, the efficiency of the "One Concept Method," and how Robin strategically used social media to grow an audience of over 100,000 followers. This episode is sponsored by Ivy Malik. Ivy has created a free training to help you understand how higher-paying clients actually think, behave and buy, so you can attract and sell to them more confidently. If you want sales to feel more natural (and less awkward), head to lizmosley.net/Ivy to watch the free training. Key Takeaways The Best Way to Learn is by Doing: Robin and Liz both agree that the fastest way to master complex tools like Adobe Illustrator or InDesign is to have a real client project with a deadline. Confidence Over Credentials: Despite being self-taught, Robin's willingness to say "yes" to projects and figure out the technical details later allowed her to scale quickly and attract international clients from day one. Maximize Your Content: Robin grew her following by repurposing single projects into multiple types of content, including mood boards, process reels, and logo suites. The Power of the One Concept Method: Presenting only the strongest design concept can save time and reinforce your authority as an expert. Episode Highlights 01:40 - Robin's backstory: From retail jobs to starting a design career during maternity leave 04:40 - The "fake it 'til you make it" approach to learning Adobe Illustrator 05:10 - Liz's first big project: Learning InDesign on the fly for a charity annual report 07:00 - Pricing and the panic of those first few $50 client projects 10:50 - Why Robin has used the "One Concept Method" since her very first client 14:50 - The strategy behind growing from 2k to 20k followers in just six weeks About the Guest Website: https://brandsbyrobin.com/ Instagram: https://www.instagram.com/brandsbyrobin/ Robin's podcast: https://podfollow.com/creativeconfessions I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft ( lucylucraft.co.uk) If you enjoyed this episode, please leave a 5* rating and review!

May 15, 2026Episode 2506 min

BTS: How Clients Find Me & Stay With Me

In this solo episode, I'm giving you a behind-the-scenes look at where my clients actually come from, what's converting into paid work, and what I've learned from finally tracking my enquiries properly. I share the surprising patterns I noticed around repeat clients and referrals and the role my podcast and Instagram relationships are playing in my business growth. I also chat about transparent pricing, why personal connection matters more than cold outreach for me, and what a high conversion rate might actually be telling you. If you're a creative business owner wondering how to attract more aligned clients, this episode will give you an honest glimpse into what's working for me right now. Key Takeaways 1. Repeat clients are a powerful sign of a healthy business One of the biggest sources of enquiries came from previous clients returning for more work, which says a lot about trust and client experience. 2. Referrals are still one of the best ways to get clients Personal recommendations continue to bring in highly aligned enquiries and strong-fit clients. 3. Content builds trust long before someone enquires Whether through Instagram, the podcast, or ongoing online conversations, many clients felt like they already knew Liz before reaching out. 4. Transparent pricing helps attract better-fit enquiries Having pricing guidelines on the website helps filter enquiries and leads to a much higher conversion rate. 5. Relationships matter more than cold marketing The common thread across most enquiries was some kind of personal connection or familiarity—not strangers finding the business out of nowhere. Episode Highlights 00:30 – Why I started tracking where my clients come from 01:20 – The power of referrals, repeat clients & relationship-building 03:20 – How clients usually contact me (email, Instagram & WhatsApp) 04:35 – Why transparent pricing leads to higher conversions I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written, recorded and produced by me If you like to watch your podcasts you can watch all of my solo episodes including this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

May 13, 2026Episode 24952 min

Permission to Pivot: Building a Sustainable Creative Business with Jeanetta Gonzales

In this episode, I chat with "> Jeanetta Gonzales a multidisciplinary artist, illustrator, surface pattern designer, and mentor to creatives . Jeanette shares her journey from the early days of graphic design (pre-internet!) to building a thriving career in art licensing and coaching . We dive deep into the emotional side of creativity, discussing how to overcome imposter syndrome, why we often seek "permission" to follow our dreams, and how to spot the early warning signs of burnout . If you need permission to REST this is the episode for you! This episode is sponsored by Ivy Malik. Ivy has created a free training to help you understand how higher-paying clients actually think, behave and buy, so you can attract and sell to them more confidently. If you want sales to feel more natural (and less awkward), head to lizmosley.net/Ivy to watch the free training. Key Takeaways The Confidence Connection: Most creative blocks; whether they relate to portfolio building or pitching, are rooted in a lack of confidence and the feeling of not being "good enough". Permission is Personal: Many creatives stay stagnant because they are waiting for external permission to take the next big leap. Recognizing that you have the power to give yourself that permission is the first step toward action. Creativity and Life are Intertwined: Unlike data-driven roles, creative work is deeply influenced by personal life events. It is essential to nurture your environment to protect your creative output. Recognizing Burnout Early: Learn to identify when your creativity "nose dives" as a signal to rest before you hit total exhaustion. Episode Highlights 04:02: Navigating the "dot-com bomb" of 2000 and surviving economic uncertainty in the creative industry. 06:55: The most common struggles Jeanetta sees in her 10 years of coaching artists. 09:42: Why we look for "permission" and how a coach provides a safe space for creative growth. 13:50: Practical advice for working through a "funk" or a period of low creative confidence. 15:59: Identifying the "alarm bells" of burnout and the importance of rest. 19:10: How to handle comparison and "negative voices" from the past that hinder your current work. About the Guest Website: jeanettagonzales.com Instagram: @nettdesigns Mentioned in the Episode Ivy Malik: Sales coach and mentor (Free training at lizmosley.net/ivy ). UCLA: Where Jeanetta attended art school Software Tools: Adobe Photoshop, Adobe InDesign, and the "old school" Freehand and QuarkXPress End Credits I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode! This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk If you enjoyed this episode please leave a 5* rating and review!