Behind The Brand

Behind The Brand

di Moxie Creative
ImprenditoriaMarketing
Stagione 1
How to Know When Your Business Needs a Brand Strategy
Takeaways A logo is not a brand strategy. Positioning, personality, voice, audience personas, brand story, and elevator pitch all come before the visual identity, and they're what actually make the visuals work. If you can't explain your business in one line, or your whole team would describe it differently, that's a signal you need a brand strategy, not more marketing. Marketing struggles are often brand problems wearing a marketing costume. When a business keeps changing tactics and nothing improves, the issue usually lives in the message, not the channel delivering it. What you believe your differentiator is and what your customers actually think can be two completely different things. Real customer research, not assumption, is what uncovers the truth. Taylor and Kelly get into a conversation they say they should probably be having about their own business too: the difference between a logo and an actual brand strategy. Clients almost always walk in the door asking for a logo, sometimes bundled with a brand guide, but a logo is only the visual identity. The brand itself includes the positioning statement, brand personality and voice, audience personas, brand story, and elevator pitch, and it's usually the piece that got skipped, outdated, or never written down in the first place. The hosts walk through why this gap shows up. Sometimes a business has simply changed. They talk through an anonymized example of a growing company that started out targeting a more blue collar audience and has since expanded into a white collar one, creating internal confusion about tone, messaging, and even a tagline that corporate loves but that risks alienating the very customers it's meant to reach. They also reference a solopreneur photographer client working through the same process from a completely different angle: not "I need a bigger brand," but "I can't explain what makes me different from every other photographer." A recurring thread is that marketing is the message and the vehicle, and it's easy to blame the vehicle (social media, the website, the ad spend) when the real issue is the message underneath it. Kelly shares an anonymized example of a past client convinced their differentiator was customer service, until informal research and conversations with actual customers told a different story entirely. That's the value of an outside perspective: an agency isn't inside the business every day, so it asks different questions and can surface blind spots the owner can't see from the inside. 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
S1 · E79
26 ago 2026
18:22
Behind the Immersive Show That Puts Audiences Inside Folsom Prison
Folsom Prison Experience: https://folsomprisonexperience.com/ Takeaways A tribute act only becomes a business when you treat it like one. Jay Ernest turned "sounding like Johnny Cash" into Church of Cash, a touring act that now plays roughly 20 to 25 shows a year across the country and has toured Europe for over a decade. Your brand has to match the quality of what you're selling. Once Folsom Prison Experience outgrew its original website, Jay knew it was time to invest in branding that matched the caliber of the show. "The show before the show" matters. A strong pre-show identity, meaning the website tone, the artwork, and the printed program, sets audience expectations before anyone ever sits down. Taylor and Kelly sit down with Jay Ernest, lead singer of Church of Cash and co-creator of Folsom Prison Experience, an immersive theatrical recreation of Johnny Cash's legendary 1968 live album recorded at Folsom State Prison. Jay traces his path from playing four-hour sets for tips at an Irish bar in Honolulu to discovering his voice sounded uncannily like Johnny Cash, launching the first Church of Cash in 2009, and eventually relocating to Minnesota, where the band played Tuesday nights at a local bar for $35 split five ways. From there, Jay built Church of Cash into a full-time touring act, landing a European booking agent in 2015 and selling out shows overseas for more than a decade. The conversation shifts to Folsom Prison Experience, the immersive show Jay created with his business partner, Tom Pickard, during the COVID shutdown. Rather than a standard tribute concert, the show places the audience inside Folsom State Prison itself, complete with inmate numbers, in-character guards working the aisles, and a set list built almost entirely from what Johnny Cash actually played that day. A major thread of the episode is the show's rebrand. As Folsom Prison Experience grew, Jay realized his original website no longer reflected the quality of what audiences were actually seeing on stage. Taylor and Kelly walk through what that project looked like from Moxie's side: building a website designed to deliver "the show before the show," commissioning original illustration work for a movie-poster feel, and producing a printed program audiences now take home as a keepsake. Jay is candid about what it means for a business owner to hand a creative vision to a team and trust the process, and how the finished brand changed the way audiences and venues perceive the show before a single ticket is scanned. 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
S1 · E78
19 ago 2026
39:57
Why Your Marketing Isn't Working (Even When You're Doing Everything Right)
Takeaways One marketing tactic is not a marketing plan. A single ad, one email blast, or one social platform will never carry the weight of a full strategy on its own. Positioning is knowing what problem you solve for your customer. Messaging is how you communicate that. Get either wrong and no tactic will save you. Design and creative aren't decoration, they signal quality to your customer whether you realize it or not. A mismatched website or a generic template can undercut an otherwise solid business. Before you add another tactic, know what you're actually measuring. Brand awareness and lead generation are different goals with different metrics, and confusing the two leads to disappointment. If your marketing feels like it isn't working, the problem is almost never the tactic itself, it's usually the message behind it. Taylor and Kelly tackle one of the most common complaints they hear from small business owners: "We're doing everything, and it still isn't working." In this episode, they break down why checking every marketing box (a website, a social presence, some ads) doesn't guarantee results, and why chasing a competitor's tactic without understanding your own audience is a losing game. A single activity, they explain, is not a strategy. It's a piece of one. From there, the conversation moves into positioning and messaging, the two things Taylor and Kelly say get overlooked the most because business owners are often too close to their own product to see it the way a customer does. They walk through real examples, including a home furnishings client who wanted to advertise where he personally listened rather than where his actual customers were, to illustrate how easy it is to market to yourself instead of your audience. The episode also digs into the psychology of design and why "good enough" DIY branding can quietly cost a business credibility, even when the business itself is excellent. Taylor and Kelly are careful to draw a line here: this isn't a knock on every small business doing what they can with what they have. It's aimed at businesses charging a premium who expect premium results without investing in the strategy behind the visuals. They close with a practical framework for measuring marketing efforts correctly, distinguishing between brand awareness and lead generation, and a reminder that a bad experience with one agency or one tactic doesn't mean marketing itself doesn't work for your business. 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
S1 · E77
12 ago 2026
19:00
What UGC Actually Is (and Why It's Not the Same as Being an Influencer)
Takeaways A "wrong" first career isn't wasted. Isabella's esthetician training and years in sales and marketing all fed directly into the skills she uses today. UGC (user-generated content) is not the same thing as influencing. Creators don't need a following. They just need to make content brands can use. Authenticity keeps winning as a marketing trend precisely because it's the one thing AI can't replicate. Summary of the episode Taylor and Kelly welcome back a familiar face this week: Isabella Severson, who spent two years on the Moxie team before leaving earlier this year to travel through Europe. Isabella's path into marketing wasn't a straight line. She originally went to school to become an esthetician before realizing it wasn't the right fit, and a part-time opportunity at Moxie eventually turned into a full-time career in social media and content. The conversation traces Isabella's roughly four-month solo trip through Portugal, the UK, Paris, Italy, and Budapest, and what she learned about herself once the external validation of a job, a routine, and a community disappeared. She talks candidly about the discomfort of being alone with her own thoughts for the first time, the confidence she built by working through hard moments on her own, and how the trip became less about the destinations and more about learning to do things for herself instead of for an audience. Isabella also walks through what she's building now: a career as a UGC (user-generated content) creator, making videos for brands without needing a personal following. She breaks down the real differences between influencers, creators, and Canvas UGC work, how she finds and vets brand partners, and why she's picky about which apps and products she'll represent. The episode closes with two rapid-fire questions: the marketing trend Isabella believes is here to stay (authenticity, even as AI content floods the internet), and the advice she'd give her 2023 self as she was just starting out (celebrate every win, because ambition means the goalpost never stops moving). 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
S1 · E76
5 ago 2026
39:58
What to Do When Business Is Slow (Before You Panic)
Takeaways A slow season is normal, not a sign something is broken, and having a moment (or a full tantrum) about it is allowed, as long as you do not stay there. Cutting your marketing budget the second business slows down is one of the fastest ways to guarantee it stays slow. The first move in a slow season is getting back to basics: follow ups, referrals, pipeline tracking, and reconnecting with current clients before chasing brand new leads. A slow season is one of the best times to work on your business instead of just in it: update your website, write the blog posts you have been putting off, organize your CRM, and plan ahead for your busy season. Track your numbers year round so a slowdown never catches you off guard. On this episode of Behind the Brand, Taylor and Kelly get real about something every business owner eventually faces: the slow season. Whether it is tied to summer, the economy, or just the natural ebb and flow of running a business, that quiet stretch when the phone stops ringing can send even a 17 year business owner into a full blown floor tantrum. Kelly does not sugarcoat it. She still feels that visceral gut drop every time business slows down, and she says the goal is not to avoid the reaction, it is to move through it fast so you can get back to work. Once the emotional reset happens, Taylor and Kelly walk through exactly what to do next. Step one is getting back to basics: following up on old proposals, checking in with past leads, and asking current clients if there is more you can do for them before you ever chase a brand new lead. From there, it is about assessing whether the slowdown is seasonal, systemic, or just a normal dip you have seen before, and using that answer to shape your next move. The conversation gets especially pointed on marketing. Kelly explains why cutting your marketing budget the moment business slows down is one of the most common, and most damaging, moves a business owner can make, pointing to data from the recession and COVID showing that the businesses who stayed the course were the ones who came out ahead. Instead, she and Taylor make the case for treating a slow season as a gift: time to update your website, write the blog content you have been putting off, tighten your internal processes, rally your team, and yes, actually take a vacation. By the end of the episode, Taylor and Kelly land on the real takeaway: a slow season is not a dead end, it is a bump in the road, and how you use that time determines how strong you come out on the other side. 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
S1 · E75
29 lug 2026
18:51
How to Choose Promotional Products People Actually Want to Keep
Check out Betsy's work: https://www.onbrandpromo.com/ Takeaways Promotional products work best when they're chosen around your specific audience and budget, not picked at random off a catalog. Custom branding rarely costs significantly more than a stock item. The real investment is time, so plan ahead. Always ask for a sample before committing to an order. A vendor who won't send one is telling you something. Betsy built On Brand Promo entirely through referrals and community relationships, without ever paying for advertising. Buyers are shifting toward fewer, higher-quality promotional items instead of ordering cheap products in bulk. Speaking up when something goes wrong gives a good vendor the chance to fix it. Staying quiet just means you're stuck with it. Summary of the episode Taylor and Kelly sit down with Betsy Maurer, owner of On Brand Promo, a Central Minnesota promotional products distributor she's run as a solopreneur for the past five years, on top of thirteen years working in the industry. Betsy walks through how her business started small under a different name, Betsy Branding, and how she landed on a name and identity that reflected what she actually believed in rather than her own name. The conversation moves into the practical side of promotional products: why custom branding usually costs about the same as a stock item once you plan for lead time, why samples matter before any order goes out, and why buyers are increasingly choosing fewer, better items over cheap products in bulk. Betsy shares real examples from working with Moxie directly, including a sock order gone right and a mixed-up shipment that got handled fast because the client spoke up. Betsy also gets candid about running a business around five kids, working a part-time job two days a week just to get out of the house, and building a client base entirely through referrals and community involvement without ever running an ad. The episode closes with her rapid-fire answers on the advice that still sticks with her most: it's okay to say "I don't know," and the best way through fear is to do it afraid anyway. Key Topics Covered: Rebranding from Betsy Branding to On Brand Promo How to choose promotional products your audience will actually use The good, better, best model for presenting product options Why custom branded merch doesn't have to cost more The importance of requesting samples before ordering Sourcing promotional products from Minnesota-based suppliers Growing a solopreneur business entirely through referrals Balancing business ownership with raising five kids Community involvement as a long-term business strategy Website: www.moxiecreative.com
S1 · E74
22 lug 2026
34:40
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
S1 · E73
15 lug 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
S1 · E72
8 lug 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
S1 · E71
1 lug 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
S1 · E70
24 giu 2026
26:15
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