Building your Brand

In this solo episode, I reflect on my journey through 2025; celebrating the goals I achieved, the lessons I learned, and the growth I experienced both personally and professionally. From speaking at Adobe Max and launching new projects to working with dream clients and growing the podcast, I share honest insights about what went well, what didn't, and how I'm setting the stage for an even more intentional 2026. Join me as I look back on a year of progress, pivots, and proud moments.

In this episode, I really enjoyed picking the brains of Niki Hutchison, a marketing strategist who is passionate about online businesses marketing themselves like pros. We discuss moving away from amateur ways of doing things to ensure you are marketing like a professional.

Even though I am not a trained marketer myself, I have loved learning about it over the last decade of running my business. Niki and I delve into many interesting areas, including demystifying what a 'strategy' actually is, the importance of a multi-channel approach, and the massive impact public speaking can have on your business growth.

Key Takeaways:

• Marketing strategy doesn't have to be complicated: Niki explains that strategy is often over-complicated, but it is simply about starting with your business objective and deciding how to use different channels to achieve it.
• Don't rely on a single channel: One of the biggest mistakes small businesses make is relying on just one platform; instead, you should leverage your own channels (like your email list) alongside partnerships and other people's audiences.
• The power of in-person connection: Niki shares that speaking on stages and building real-life connections is currently the most effective way she is growing her audience and establishing trust quickly.
• Consistency creates trust: A major issue is 'ghosting' your marketing; disappearing and reappearing makes it difficult to establish trust with your audience, so it is vital to find a sustainable rhythm.
• From Overlooked to Fully Booked: Being 'fully booked' isn't about having zero white space in your diary; it's that confident feeling that you are winning at business, clients are coming in, and momentum is building.

Episode Highlights:

• 02:59 – Niki demystifies the word "strategy" and explains why it is actually quite simple.
• 07:59 – The danger of relying on just one social media channel and the importance of partnerships.
• 12:54 – Why in-person speaking and events are Niki's most exciting marketing tool right now.
• 20:19 – How to build reciprocal partnerships to help spread the word about your launches.
• 34:23 – Niki's top tips for creating a marketing plan that fits into your actual life without leading to burnout.

About The Guest:

We're in December and I am naturally getting reflective. In today's solo episode I am chatting through my business model and doing a little bit of an audit. I talk about why I've made certain decisions in my business in the way that I run it.

I hope you find this episode helpful and insightful.

Today on the podcast I am chatting to Josephine Hatch, who is an Innovation Director with over 20 years of experience in foresight, cultural strategy, and brand innovation. Now, you might not totally know what any of that means, but basically, we are talking about trend forecasting!

One of the things that really struck me during our chat is that, as creatives and small business owners, many of us do this instinctively without having the formal language for it.

This conversation gave me such a good framework for being more strategic about looking at culture and making plans for my business and honestly, Jo's perspective gave me such a boost regarding the value of human creativity.

• Foresight vs. Fads: While "trends" are often associated with fast fashion or fleeting fads, foresight is about spotting signals and understanding the macro forces that impact human behaviour.
• Human Truths Remain: Technology and context change, but fundamental human truths—like the need for connection or joy—stay the same. Successful brands understand how to tap into these enduring feelings.
• The AI Counter-Movement: As generative AI adoption grows, there is a strong counter-trend towards the "human." People are increasingly valuing imperfections, analog hobbies, and genuine human curation.
• Look Outside Your Bubble: Real innovation rarely comes from looking at your direct competitors. Instead, look to other industries, art, and culture for inspiration to disrupt your own category.

Episode Highlights

• 02:51 – Joe explains her background and how an Alexander McQueen runway show sparked her interest in how fashion mirrors society.
• 06:49 – We discuss why "trend" has become a dirty word and the difference between short-term fads and long-term foresight.
• 12:56 – Joe shares incredible free resources and tools that small businesses can use to spot cultural shifts.
• 20:23 – A fascinating look at AI, including why the "human touch" is becoming a premium and the rise of analog hobbies.
• 33:17 – Simple habits you can adopt to become more culturally curious, including how to document the things that inspire you.

About the Guest

Josephine Hatch is an Innovation Director at The Otherly, an innovation and brand agency that works with global brands and small businesses to help them defend their space and grow with intent. She has spent 20 years working at the intersect of trend forecasting, cultural strategy, and innovation.

In this solo episode of the Building Your Brand podcast, I take you behind the scenes of one of my favorite recent client projects. I share insights into my branding process, the importance of collaboration and communication, and what I think makes for a dream client relationship. I give a candid account of how I work and what I value most in my client partnerships.