The Digital Hoofprint Podcast

Hosted by Abriana Johnson

Business Marketing Education

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Sep 2025

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About the show

The Digital Hoofprint Podcast is a space for leaders to explore how brand and culture shape the way we lead, grow, and create impact. Hosted by Abriana Johnson, founder of Black Unicorn Creative, this show invites you to think critically about the systems, stories, and structures behind your business. Each episode offers reflections and strategies that connect the dots between vision and execution, culture and communication, values and decision-making. Whether you're shaping a new brand, evolving your team, building creative capacity or navigating change, this is a space to explore alignment as a strategic practice and competitive advantage. This is your digital hoofprint. Make it matter.

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22 recent

September 9, 202528 min

Ep. 22 | Why Most Rebrands Fail… And How to Avoid It

Why do so many rebrands fall flat? Why doesn't a new logo or website usually solve all of our business problems? I share real-world examples (the wins and the flops) and walk you through the seven biggest reasons rebrands don’t land the way we hope. More importantly, I introduce the “Seven Pillars of Brand Alignment,” a framework I use with clients to uncover root issues and build real, sustainable brand change.Whether you’re mid-pivot, considering a rebrand, or just feeling misaligned inside your organization, this episode will help you think more clearly and lead more confidently.You can register for the Your Personal BrandOS webinar at blackunicorncreative.com/personal-brand-os .What I Cover:Why rebrands flop (with real-world examples)When a rebrand is the right moveThe hidden motivations behind rebranding7 reasons most rebrands don’t stickHow to lead change that feels real (not cosmetic)My “Seven Pillars of Brand Alignment” frameworkHow your leadership impacts brand trustAn invitation to the Your Personal BrandOS training Timestamps:00:00 – Welcome + episode intro01:07 – Examples of successful vs. failed rebrands02:08 – When rebranding is actually a good idea05:42 – What makes rebrands fail (start of 7 mistakes)08:10 – Mistake #1: Cosmetic changes only11:24 – Mistake #2: Solving the wrong problem13:35 – Mistake #3: Branding as just a marketing function14:36 – Mistake #4: Operational inconsistencies16:30 – Mistake #5: Mixed messaging18:19 – Mistake #6: Failing to engage employees19:28 – Mistake #7: Leadership misalignment21:19 – The Seven Pillars of Brand Alignment (overview)26:03 – Announcing the “Your Personal Brand O.S.” webinar27:33 – Final thoughts + call to action Don’t forget to subscribe, leave a review, and share this episode with someone shaping a meaningful brand.

September 3, 202526 min

EP. 21 | Behind-the-Scenes of Smartpak’s Rebrand to Smart Equine with John Barry, CEO

Join me as I sit down with John Barry, the CEO of Smart Equine (formerly Smartpak) to unpack the strategy, intention, and cultural alignment behind their recent rebrand. This conversation reveals how Smartpak evolved into Smart Equine, not as a cosmetic refresh, but as a reflection of deeper organizational clarity and a renewed commitment to horse health. From data-driven insights to team-led decisions, Smart Equine’s transition offers a blueprint for brands navigating identity shifts without losing soul or substance.Register for the Your Personal BrandOS Training at https://blackunicorncreative.com/personal-brand-osKey Topics:Why Smartpak became Smart EquineHow internal culture drove external brand changeThe role of customer feedback and frontline employees in rebrandingBalancing innovation with legacyReimagining customer experience in equine wellnessExpanding access through omni-channel strategyTimestamps:00:00 – Introduction to the podcast and today’s guest16:00 – Why Smartpak rebranded to Smart Equine18:00 – The internal culture and data that shaped the shift21:00 – Aligning rebrand efforts with core mission, not market pressure23:00 – Broadening brand reach while honoring legacy26:00 – Lessons from employee and customer feedback28:00 – How customer care evolved with the rebrand33:00 – Measuring alignment between brand and culture36:00 – The operations behind omnichannel expansion38:00 – Final reflections on leading with purpose, science, and soulMentioned in This Episode:Smart Equine WebsiteDover SaddleryValley VetGuest Bio:Today’s guest is John Barry, the CEO of SmartEquine—formerly known as SmartPak—and a seasoned leader in equine wellness and consumer goods strategy. Since stepping into the helm in January 2023, John has guided the rebrand from SmartPak to SmartEquine with a resounding purpose: honoring the company’s legacy of science-backed innovation while deeply listening to the equestrian community’s needs.Subscribe to the Digital Hoofprint Podcast on Apple Podcast, Spotify or your favorite podcast player. Leave a review and share this episode with brand leaders or entrepreneurs in your life.

September 3, 202524 min

Ep. 20 | 3 Perspective Shifts Impacting How I Build Black Unicorn Creative this Year

I’m back on the mic with a sharper focus: helping leaders align brand and culture so teams actually deliver on the promises we make. In this solo episode, I share three perspective shifts guiding my work—treating brand as a management approach, aligning brand and culture for performance, and leading with values that inform everyday decisions. My path from veterinary medicine to brand leadership shaped a practical, people-first lens for building resilient organizations.I also preview Your Personal BrandOS, my upcoming training for leaders who want influence that shows up in team culture and outcomes, not just visibility. If you lead a team, a function, or a company and want your brand and culture pulling in the same direction, this episode is for you.Register for the Your Personal BrandOS Training at https://blackunicorncreative.com/personal-brand-osKey TopicsWhat I learned about “brand-as-business” (a management style, not marketing)What I’ve seen when culture can’t keep up with brand promisesPractical benefits of brand–culture alignment: focus, efficiency, authenticity, advantageHow I use values as a decision-making operating systemA preview of my Personal Brand OS framework for leadersAn invitation to the Your Personal BrandOS webinarTimestamps00:00 – Back on the mic + why this matters now01:46 – From vet med to brand leadership lessons03:39 – Where leadership programs fall short05:33 – Brand as Business (management style)08:58 – The brand–culture–leadership connection12:20 – Values → behaviors → consistent experiences15:29 – Authenticity as a competitive advantage through alignment16:41 – Values-based leadership as an OS21:01 – Introducing Your Personal Brand OS If this sparked ideas for your team, please subscribe, rate, and review the show—and share it with a leader who “gives a damn about being different.”

January 26, 202428 min

Finding Breadcrumbs

Your digital hoofprint is more than just a website and social media presence; it describes your digital reach and your online impact. Crafting a digital hoofprint involves the integration of technology into your entire business process, ensuring authentic communication and a consistent client experience.In this episode, I share how discovering breadcrumbs in my grandfather's meticulously documented photo albums was a transformative experience. In the digital space, breadcrumbs serve as aids for online navigation, guiding users back to where they started. Breadcrumbs of inspiration, purpose, and cause can aid in the validation of an idea and the discovery process of a brand.Join my email list here --> https://blackunicorncreative.com/dhpodsignup

January 12, 202225 min

Ep. 17 | 2022 Trends for the Horse Industry

So much has changed over the last 2 years and the horse industry is no exception. In this episode, I share the top 4 trends for 2022 and how you can utilize them in your horse business. _____________________________Enjoy this episode? Don't forget to subscribe and share it with a friend. Wondering what strategies you can use to grow your business online? TAKE THE QUIZ and find out today!Got questions? Let's connect on Instagram and Facebook @theabrianaj or @blackunicorncreative

December 29, 202146 min

Ep. 16 | 2021 Reflection and 2022 Planning

Reflecting on 2021 and WHEW. It was something. In this episode, I share my biggest takeaways from the year and my strategy for planning for 2022. Just remember— KISS: Keep it Simple & Sexy. Ready to KISS for 2022? Download my 2022 Planning guide to get started: www.blackunicorncreative.com/2022planning

September 30, 20211 hr 5 min

Ep. 15 | Tasting the Difference with Robert of Viveré Chocolates

Robert came out the gate dropping so many gems for Digital Hoofprint listeners that you will need a pen and pad while listening to this episode. Going from horse training to corporate America to entrepreneurship has equipped Robert with a special set of skills and experience to really dive into the challenges that seeking "work/life balance" presents. One of my favorite lines from him on this episode is "You need to be able to DO even when you don't have a hype person." Tune in to this episode where Robert breaks down the inherent needs that come within entrepreneurship such as boundaries, priorities, and more.To connect with Robert:https://cocoavivere.com/Follow on Instagram @finechocolateman~~~~~~~~~~~~~~~~~~~~Are you ready to establish your digital hoofprint? Sign up for The Stampede, a weekly newsletter for horse business owners. https://blackunicorncreative.com/jointhestampedeInterested in a business planner specifically designed for horse business owners? It's like having a business coach in your pocket! Sign up for the waitlist to be the first to know when preorders open.www.blackunicorncreative.com/planner

September 30, 202133 min

Ep. 14 | Finding Balance in your Brand with Tara of Farm and Fir Co

After leaving a corporate job, Tara chased passion and purpose. From photography to a full-service branding agency Tara shares how growth, client needs, and finding the right team has influenced her business and encouraged her to be more intentional in her work. In this episode, we talk about how branding and clarity in messaging can help entrepreneurs set boundaries in their business and lead to a healthier relationship between work and living. To connect with Tara:https://farmandfirco.com/Follow Farm and Fir Co on Instagram @farmandfirco ~~~~~~~~~~~~~~~~~~~~Are you ready to establish your digital hoofprint? Sign up for The Stampede, a weekly newsletter for horse business owners. https://blackunicorncreative.com/jointhestampedeInterested in a business planner specifically designed for horse business owners? It's like having a business coach in your pocket! Sign up for the waitlist to be the first to know when preorders open.www.blackunicorncreative.com/planner

September 30, 202140 min

Ep. 13 | Building a Your Dream Lesson Program with Brittney of Brittney Chambers Horsemanship

One of Brittney's biggest pieces of advice is to "grow with your program" and that is exactly what she has done as she transitions from hourly lessons to managing a thriving program and team to consulting for lesson programs around the country. Brittney's growth hasn't been coincidental. Her intentional steps to building her dream lesson program have lead her to her success today. In this episode, we discuss what growth looks like and how to manage a lesson program, maintain healthy boundaries, and promote healthy communication. Brittney shares some incredible gems for current and future horseback riding program owners, this is not an episode you want to miss!To connect with Brittney:https://www.brittneychorsemanship.com/Follow her on Instagram @brittneychorsemanshipJoin her Facebook group https://www.facebook.com/groups/544271800012867~~~~~~~~~~~~~~~~~~~~Are you ready to establish your digital hoofprint? Sign up for The Stampede, a weekly newsletter for horse business owners. https://blackunicorncreative.com/jointhestampedeInterested in a business planner specifically designed for horse business owners? It's like having a business coach in your pocket! Sign up for the waitlist to be the first to know when preorders open.www.blackunicorncreative.com/planner

September 29, 202133 min

Ep. 12 | Finding Balance on Social Media with Amber of ABC Social Media Management

Managing your business's social media account is often a chore in its own right. But what if we worked to reframe that thinking and create ways that you can fit it into your daily life. On this episode of the podcast, I spoke with Amber Broder of ABC Social Media Management about horses and how she balances the demands of work, school, and entrepreneurship. To connect with Amber:https://abcsocialmediamanagement.com/Follow her on Instagram @abcsocialmediamanagement~~~~~~~~~~~~~~~~~~~~Are you ready to establish your digital hoofprint? Sign up for The Stampede, a weekly newsletter for horse business owners. https://blackunicorncreative.com/jointhestampedeInterested in a business planner specifically designed for horse business owners? It's like having a business coach in your pocket! Sign up for the waitlist to be the first to know when preorders open.www.blackunicorncreative.com/planner