Behind The Brand

Behind The Brand

por Moxie Creative
EmprendimientoMercadotecnia
Temporada 1
The Hidden Consulting Work Your Marketing Agency Is Doing (That You Never See)
Takeaways Great marketing starts with strategy, not creative. Every design decision, campaign, and recommendation at Moxie Creative is built on a foundation of research, competitive analysis, and business consulting — most of which clients never see. Design is not decoration. It is communication. From billboard copy to website layout, design choices are strategic decisions that directly affect whether your marketing converts. You don't have to have it all figured out to reach out. Moxie works with businesses of every size and stage, from pre-launch to full rebrand, and the first conversation is always free. When most people think about Moxie Creative, they think about the creative: the brands, websites, social media content, video, and campaigns that win awards and turn heads. But in this episode of Behind the Brand, Taylor and Kelly pull back the curtain on the side of the business that makes all of that creative possible: the consultancy. Kelly, who has been doing marketing consultancy for over 32 years, walks through what it actually means to be a strategic marketing partner rather than just a vendor. The difference, she explains, is what happens before any creative work begins. At Moxie, that means digging into a client's business goals, auditing their existing marketing, doing competitive research, and building a plan — not just taking an order and delivering a logo. The conversation gets practical fast. Taylor and Kelly share real client examples, including a business owner who built his own website, got compliments on it, and didn't understand why the photos of his high-end work weren't translating into high-end leads. Kelly walks through the difference between messaging and delivery — and why switching channels doesn't fix a strategy problem. They also talk about why the DIY marketing boom, while democratizing access, often leaves businesses with marketing that looks fine but doesn't perform. The hosts are honest about the harder parts of the job too: telling clients things they don't want to hear, navigating the tension between what a client wants and what will actually work, and the reality that some clients can't be saved from themselves. But at the end of the day, Kelly and Taylor are clear: their job is to make clients look good, give them unbiased outside perspective, and build marketing that works as a system, not a collection of disconnected tactics. And if someone just needs to talk through their options? The first conversation costs nothing. Key Topics Covered: What marketing consultancy actually means — and how it differs from project management The hidden research and strategy work that happens before any creative begins Why design is strategy, not decoration Real examples of what "presenting information well" actually does for a business The difference between messaging and delivery — and why tactics fail when strategy is missing Why DIY marketing tools don't replicate agency expertise How Moxie gives unbiased, outside perspective to improve what's working and fix what isn't Working with clients in phases when budget doesn't allow everything at once Why Moxie is a strategic partner, not just a vendor What to expect from your first conversation with Moxie Creative — and why you should reach out Website: www.moxiecreative.com
T1 · E73
15 jul 2026
17:53
Behind the Brand: How Big Brothers Big Sisters Turns Two Hours a Month Into a Lifelong Impact
Takeaways Being a Big costs nothing and asks for very little: just two hours a month, no financial commitment required. A 30-year study from the national Big Brothers Big Sisters office and the Treasury Department found that mentored kids close the socioeconomic gap by two-thirds and often out-earn their Bigs as adults. You don't need a special skill set to mentor a child. You just need to show up and let them come along with your regular life. Taylor and Kelly sit down with Kristen Hannon, advancement director at Big Brothers Big Sisters of Central Minnesota, to talk about a career change most people don't see coming: 21 years in banking, followed by a full pivot into nonprofit leadership. Kristen walks through how a life coach's simple question, "what do you want to do," sent her down a six month decision process that ended with her running fundraising, recruitment, and community partnerships for one of the region's most recognized youth mentoring organizations. The conversation breaks down what an advancement director actually does day to day: managing a database associate and grant writer, running board and committee meetings, chasing sponsorships, and reframing fundraising as what it really is, sales. Kristen is candid about the parts of the job most people never think about, like the fact that BBBS never asks a Big to spend a dime, or that the organization currently has more than 140 kids fully approved and waiting for a match. Listeners get a full rundown of the different ways to volunteer: community-based matches, the Bigs on Campus program at three local colleges, site-based matches inside schools, and "site-based plus," which lets Bigs and Littles connect at outside events too. Kristen also busts the most common myths keeping people from signing up, spending money, lack of qualifications, and being "too old," and shares the statistic that stops the room every time: mentored kids close the socioeconomic gap by two-thirds. The episode closes on a personal note, with Kristen sharing what it meant to lose her father just two months into her new job and how differently that moment was handled at a nonprofit versus a traditional corporate employer. She also previews two upcoming events, a golf tournament on August 31st and a brand new concert fundraiser, Sweet Sounds for a Big Cause, replacing the organization's former gala. Key Topics Covered: Kristen Hannon's career transition from 21 years in banking to nonprofit advancement director What an advancement director's day-to-day actually looks like Why fundraising is sales, and why that's not a bad thing The "time, talent, and treasure" framework for giving back Types of Big Brothers Big Sisters mentorship: community-based, Bigs on Campus, site-based, and site-based plus Common misconceptions about becoming a Big (money, time, qualifications, age) The 30-year study linking youth mentorship to closing the socioeconomic gap Central Minnesota's five-county service area and the ongoing need for male volunteers Other ways to get involved beyond becoming a Big: committees, in-kind work, event donations Upcoming Big Brothers Big Sisters events: the August 31st golf tournament and Sweet Sounds for a Big Cause concert on September 17th Website: www.moxiecreative.com
T1 · E72
8 jul 2026
35:31
Year Three Reflections: The Wins, the Growing Pains, and What Comes Next for Moxie Creative
Takeaways Sustainable growth isn't always linear. Year three for Moxie Creative brought more challenges than year two, and Kelly says that working harder for the next client has actually made it more fun, not less. Communicating the value of senior creative expertise is one of the hardest things an agency can do. The work is better because the people know better, and finding the language to say that clearly is its own strategic goal. Consistency is a competitive advantage. Moxie has published Behind the Brand for over a year and 67+ episodes, and they credit external accountability (hi, Abbey) as a big reason they haven't quit. Moxie Creative just turned three, and Taylor, Kelly, and Creative Director Michael Nelson sat down to do what most agency owners never make time for: reflect. This episode covers the honest version of year three, not the highlight reel. Kelly describes it as a year of coming up for air after year two's breakneck pace, a stretch that forced them to finally look at their internal processes, update a website they'd let go untouched for a full year, and think seriously about what they actually want the business to be. Michael's evolution into the Creative Director role is a quiet thread through the whole conversation. He doesn't frame it as a promotion or a power shift. He calls it a natural alignment, and Taylor and Kelly back that up, describing how the team gravitates to him not because he demands it but because the structure now gives him the permission and the platform to do what he's always done. Kelly gets into something she's been chewing on: Moxie competes with agencies that have a fraction of their experience, and the proposals look the same on paper. Her goal for year four is to build a consulting arm that actually articulates what 30+ years of combined creative leadership brings to the table, going beyond the deliverable to the strategy, the intuition, and the nuance that AI tools and Canva templates simply can't replicate. The episode closes with team dynamics, Addy wins, a very enthusiastic pitch for a Gen X social media reel, and the kind of warm, honest chemistry that has kept this podcast going for over a year. If you want to know what it looks like to run a creative business with integrity, intention, and a solid dose of humor, this is the episode. Key Topics Covered: Celebrating Moxie Creative's three-year anniversary Honest reflections on year three: slower growth, harder work, and what that taught them Michael Nelson's growth into the Creative Director role and what that looks like day to day Team expansion: how Tyler and Macky came on board and changed the agency's capacity Winning Addy awards in new categories, including photography and video Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E71
1 jul 2026
29:23
From Biology Lab to Wedding Photographer: Kiarra Stommes' Entrepreneurial Journey
Takeaways Turning a creative passion into a full-time business requires persistence, adaptability, and a willingness to learn. Success in photography is about much more than taking photos. Client communication, marketing, editing, and systems matter just as much. Community and networking can create opportunities that would never happen otherwise. Creative entrepreneurs often work far beyond traditional business hours. Growth comes from continually learning, evolving, and improving your craft. In this episode of Behind the Brand, Taylor and Kelly sit down with Kiarra Stommes, owner of Kiarra Rae Photography, to discuss her journey from studying biology and working in a laboratory to building a successful photography business. Kiarra shares how a camera purchase with her brother unexpectedly opened the door to a career in photography after her cousin invited her to assist with client sessions and weddings. What started as a hobby quickly became a side business, eventually growing into a full-time career. The conversation explores the realities of entrepreneurship, including managing clients, marketing, editing, systems, and balancing the many responsibilities that come with running a creative business. Kiarra also discusses her documentary-style photography approach, the importance of authentic client relationships, and why she values community over competition. Whether you're a photographer, creative professional, or aspiring entrepreneur, this episode offers practical insights into building a business around something you genuinely love. Key Topics Covered: Kiarra's transition from biology graduate to photographer Learning photography through mentorship Building Kiarra Rae Photography Going from side hustle to full-time entrepreneur Wedding photography and client experience Documentary-style photography Managing business operations behind the scenes Setting boundaries as a business owner The importance of networking and referrals Community versus competition in creative industries Lessons learned from entrepreneurship Growth, mentorship, and continuous learning Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E70
24 jun 2026
26:15
Why Q4 Winners Are Actually Decided in July
Download the Checklist: https://moxiecreative.com/blog/why-q4-winners-make-their-moves-in-july/ Takeaways Q4 success doesn't start in October — it starts in summer. Businesses that wait until fall to launch campaigns, redesign websites, or start digital ads are setting themselves up for missed opportunities and under-optimized results. Digital marketing takes time to work. Ads need weeks to optimize, websites take two to four months to build, and competitive research doesn't happen overnight. The earlier you start, the stronger your results. Summer is the perfect window to audit the first half of your year — what worked, what didn't, and what you never got around to. A clear mid-year review sets you up for a focused, momentum-building second half. Summary of the episode Every fall, businesses panic. Leads dry up, the year is almost over, and suddenly everyone wants a new website, a digital ad campaign, and a full rebrand — by January 1st. In this episode of Behind the Brand, Taylor and Kelly of Moxie Creative break down why that Q4 scramble is almost always avoidable, and why the businesses that consistently crush the fourth quarter started planning months earlier than you'd expect. The conversation starts with a very Minnesota observation: business owners check out in the summer. They go to the cabin, they soak up the short warm season, and marketing gets pushed to the back burner. But while you're on vacation, your marketing can't be. Taylor and Kelly explain that by the time September rolls around, there simply isn't enough runway to launch and optimize a campaign that will produce real results before the year ends. Kelly walks through the practical timeline. Digital ad campaigns need two to three months to gather data and optimize. Websites take four months or more from start to launch. If your goal is to be visible and converting in October, you need to be in conversations with your agency in June or July — not Labor Day. The team at Moxie Creative isn't just order-takers; they do competitive analysis, strategy, and consultation before a single ad goes live. That process takes time, and it's the process that makes the difference. The episode closes with a concrete action step: Moxie has published a free mid-year checklist at moxiecreative.com that walks you through reviewing what worked in the first half of the year and identifying your one or two biggest priorities for the second half. You don't have to have it all figured out. You just have to start. Key Topics Covered: Why Q4 marketing success is determined in the summer, not the fall The real timeline for digital ad campaigns, website builds, and brand initiatives How the "summer slowdown" mentality hurts small business marketing results What it means to work with a full-service agency vs. an order-taker How to use a mid-year marketing audit to set priorities for Q3 and Q4 Moxie Creative's free mid-year marketing checklist and how to use it Why starting before you know exactly what you want still puts you ahead Website: www.moxiecreative.com
T1 · E69
17 jun 2026
14:20
Why Finding the Right Career Fit Changes Everything with Laura Hartog of Bad Habit Brewing
Takeaways Career alignment matters more than staying comfortable Growth often starts when you allow yourself to explore change Strong businesses survive by staying connected to community What happens when the career path you've spent years building no longer feels right? In this episode of Behind the Brand, Taylor and Kelly sit down with Laura Hartog, Managing Director of Bad Habit Brewing Company, to discuss career pivots, burnout, leadership, workplace culture, and building businesses centered around community. Laura shares how she transitioned from a long career in marketing and education into brewery leadership, what pushed her to make a difficult career change, and how finding the right fit professionally transformed both her work and personal life. The conversation also dives into what makes Bad Habit Brewing successful in an increasingly competitive craft beverage market, why community matters more than product alone, and what modern leadership really looks like. Key Topics Covered: Career pivots and recognizing misalignment Burnout and protecting your mental health Leadership lessons from managing teams Building businesses around community Marketing and branding in craft beverage industries How Bad Habit Brewing is evolving in a changing market Creating company cultures people genuinely love Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E68
10 jun 2026
38:08
What Really Happens When You Hire a Marketing Agency
Takeaways Why free discovery meetings are critical to building better marketing strategies How great agencies uncover what clients actually need versus what they think they need Why trust and communication are the foundation of successful client partnerships When people think about marketing agencies, they often picture logos, websites, social media posts, and creative campaigns. But behind every creative decision is something much bigger: strategy. In this episode, Taylor and Kelly pull back the curtain on what actually happens when someone reaches out to work with a marketing agency. From discovery calls and first meetings to proposals and long-term partnerships, they explain why great marketing starts with understanding people, business goals, and solving the right problems. They also tackle common misconceptions about agencies, explain why pricing is rarely one-size-fits-all, and share what small business owners should really expect when exploring a marketing partnership. Key Topics Covered: What happens during a first marketing agency meeting Why agencies need strategy before quoting pricing Common misconceptions about agency partnerships Why trust matters more than tactics The proposal and onboarding process How agencies uncover what businesses actually need Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E67
3 jun 2026
19:26
Building Community Through Hospitality and Historic Spaces with Casey Austin
Takeaways Career pivots can lead to opportunities that feel more aligned than the original plan. Community involvement and networking create unexpected professional opportunities. Foley Mansion is redefining event experiences by blending history, hospitality, and memorable moments. Summary of the Episode In this episode of Behind the Brand, Taylor and Kelly sit down with Casey Austin, Director of Operations at Foley Mansion, to talk about career transitions, community connection, and creating unforgettable experiences. Casey shares her unconventional career journey from earning a degree in early childhood education and teaching preschool to working in banking, nonprofit leadership, and ultimately stepping into her current role leading one of Central Minnesota’s most unique event venues. They dive into the fascinating history behind Foley Mansion, the restoration of the historic property after a devastating fire, and how Casey is helping shape the next chapter of the venue through events, hospitality, and community engagement. The conversation also explores the importance of networking, embracing unexpected opportunities, and having the courage to take the next step even when the path forward feels uncertain. Key Topics Covered: Casey Austin’s career journey and unexpected pivots Lessons learned from teaching and community leadership The history and restoration of Foley Mansion Building a hospitality experience people remember Why networking and chamber involvement matter Career growth through relationships and referrals Hosting unforgettable events and experiences Advice for navigating career transitions Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E66
27 may 2026
25:33
Why Blogging Still Matters for SEO in 2026
Takeaways Blogging directly improves SEO by creating more indexed pages and keyword opportunities. Strategic blog content helps businesses rank for customer questions and search intent. Modern SEO requires ongoing website updates, internal linking, and content structure. Businesses that consistently blog build stronger authority and long-term organic visibility. AI and evolving search behavior are changing how websites should be built and optimized. In this episode of Behind the Brand, Kelly and Taylor from Moxie Creative dive deep into why blogging still matters and how it directly impacts SEO in today’s digital landscape. They unpack the evolution of search engine optimization, how AI is changing search behavior, and why static websites are no longer enough to stay competitive online. From cornerstone blog strategies and internal linking to Google Analytics insights and customer-driven content ideas, this episode breaks down practical ways businesses can improve online visibility through blogging. Kelly also shares behind-the-scenes insights from rebuilding a client’s blog strategy from the ground up, including lessons learned about content structure, SEO organization, and why “more blogs” does not always equal better results. If your business has struggled with SEO, online visibility, or knowing what to write about, this episode offers actionable insights to help you rethink your content strategy. Key Topics Covered: Why blogging improves SEO How blogs create more opportunities to rank on Google The role of cornerstone content and internal linking How AI is changing SEO and online search behavior Why businesses need ongoing website optimization Common mistakes businesses make with blogging Blog content ideas for small businesses The relationship between blogging, authority, and trust Why consistency matters more than perfection The future of SEO strategy for service businesses Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E65
20 may 2026
25:24
How Jeremy Salzbrun Turned H&S Heating and Air Conditioning Into a Community Powerhouse
Takeaways Why trades careers can create incredible financial opportunities without traditional college debt How Jeremy Salzbrun transformed H&S Heating and Air into a service-first business during the recession The importance of community involvement and relationship marketing for local businesses In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Jeremy Salzbrun, second-generation owner of H&S Heating and Air Conditioning. Jeremy shares the story behind the family business, how he purchased the company during the recession, and what it takes to grow a trusted HVAC brand in Central Minnesota. The conversation dives into family business dynamics, entrepreneurship, trades careers, leadership, community involvement, and the importance of building strong customer relationships. Jeremy also opens up about balancing business ownership with family life, raising a son who may become the third generation in the business, and why serving people during difficult moments gives his work deeper meaning. From lessons learned in the trades to scaling multiple businesses and creating a lasting legacy, this episode is packed with honest insight and practical wisdom for entrepreneurs and small business owners alike. Key Topics Covered: Growing up in a family-owned HVAC business Taking over H&S Heating and Air during the recession The value of skilled trades careers Building a service-first company culture Marketing strategies for local businesses Expanding through acquisitions and new service divisions Family business succession planning Leadership, faith, and community impact Creating long-term business growth through relationships Youtube: https://www.youtube.com/@wearemoxiecreative Facebook: https://www.facebook.com/wearemoxiecreative Instagram: https://www.instagram.com/wearemoxiecreative/ Behance: https://www.behance.net/moxiecreative LinkedIn: https://www.linkedin.com/company/wearemoxiecreative Website: www.moxiecreative.com
T1 · E64
13 may 2026
39:54
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