Building your Brand

Liz Mosley
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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)

  1. 2D AGO

    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!

    7 min

  2. 4D AGO

    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!

    52 min

  3. MAY 8

    The Power of Saying No

    In this solo episode, I'm chatting about something that has become increasingly important in both my business and personal life: the power of saying no. As a recovering people pleaser, learning to set boundaries, turning down opportunities, and stop over-explaining myself hasn't come naturally; but it has been incredibly empowering. I share some of the mindset shifts that have helped me become more confident in saying no, why being "too available" can sometimes work against you, and how protecting your peace is often more valuable than saying yes to every opportunity that comes your way. If you struggle with boundaries, guilt, or fear of missing out, this episode is for you. Key Takeaways 1. Saying no builds confidence The more you practise saying no to things that aren't aligned, the more empowered and self-assured you become. 2. You don't have to over-explain your boundaries "No" is a complete sentence; and resisting the urge to justify yourself can be surprisingly freeing. 3. Being too available can lead to burnout Constantly saying yes and always being accessible can create unhealthy expectations in both work and personal relationships. 4. Protecting your peace sometimes means turning down good opportunities Not every exciting opportunity is the right opportunity for this season of your life or business. 5. Scarcity thinking keeps us stuck saying yes The fear that "nothing else will come along" can lead to overwhelm, but every no is proof that more opportunities will still come. Episode Highlights 01:15 – Recovering from people pleasing & setting boundaries 03:00 – How being too available changes people's perception of you 05:00 – Scarcity mindset, burnout & fear of missing opportunities 06:30 – Why saying no can actually feel empowering 08:00 – The next challenge: saying no to opportunities I do want   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!

    10 min

  4. MAY 6

    Creating a Launch Experience with Teresa Heath-Wareing

    Today's episode is sponsored by Adobe Acrobat. I've been using PDF Spaces to turn my podcast transcripts, show notes and guest info into ready-to-share content for Instagram and LinkedIn; quickly and securely. It also makes collaboration easy and helps me spot trends across episodes. Try it at lizmosley.net/acrobat In this episode, I'm joined by business coach and launch expert Teresa Heath-Wareing to break down what launching really means and how you can use it to grow your business, no matter what you have to offer. I know that it's not uncommon to feel like "launching isn't for me" if you don't run a course or maybe you feel confused by all the online marketing jargon, but my hope is that this episode will give you clarity. We explore how launching is simply a strategic marketing campaign, why every business owner can benefit from it, and how to create a launch that feels aligned, ethical, and effective for your brand and business. We also dive into realistic launch expectations, conversion rates, and why comparing your results to others can hold you back. Whether you're a service provider, product-based business, or course creator, you'll walk away with practical insights to help you plan your next launch with confidence. Key Topics Covered What a launch actually is (and what it's not) How to create a successful launch strategy What a "launch experience" is and why it matters Realistic launch conversion rates and expectations How to launch without feeling salesy or pushy Why visibility is key during a launch Common launch mistakes and how to avoid them How to tailor your launch to your business model Key Takeaways Launching is just a marketing campaign You don't need a brand-new offer; launching is about intentionally promoting something over a focused period. Every business can (and should) launch From product-based businesses to service providers, launches are simply structured ways to create momentum and sales. A strong launch focuses on experience, not just selling Webinars, challenges, email campaigns, and content all help build connection and trust before the sale. Launches boost visibility; even beyond sales Showing up consistently during a launch increases brand awareness and keeps you top of mind. Conversion rates are lower than you think Most launches convert between 1–8%, so small numbers can still mean a successful launch. There's no universal launch formula Your audience size, offer type, pricing, and positioning all impact your results; customisation is key. Big launches require bigger inputs High-revenue launches often involve larger audiences, ad spend, or more intensive selling strategies. Your results reflect your input and your priorities More effort usually leads to better results, but you get to decide what level of effort feels right for you. Episode Highlights 01:00 – Introduction to launching and Theresa's expertise 02:00 – What is a launch? Simple explanation for business owners 06:30 – Examples of launches across different business types 10:00 – What makes a great launch experience 14:00 – Why visibility matters during a launch 18:30 – Realistic expectations and conversion rates 23:00 – Why comparing your launch to others is misleading 30:00 – The truth behind big, high-revenue launches 39:40 – The simple launch framework: Grow → Launch → Sell 42:00 – Choosing the right launch strategy for your offer Final Thoughts Launching doesn't have to feel overwhelming or exclusive to the "online business world." When you strip it back, it's simply about creating intentional moments of visibility, connection, and invitation. The key is to build a strategy that works for your business, your audience, and your values; rather than copying what works for someone else. About The Guest Teresa Heath-Wareing is an award-winning speaker, best selling author, podcaster and 6 figure online business owner. She helps business owners to build a life and business they dream of. Teresa's website: https://teresaheathwareing.com/ Teresa on instagram: https://www.instagram.com/teresa_heathwareing/ Teresa's YouTube Channel https://www.youtube.com/@Teresa_Heath-Wareing 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 as well as this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

    1h 7m

  5. MAY 1

    The New Mission I Have Recently Discovered

    In today's solo episode, I'm sharing something that has become a real mission for me: being a visible, relatable middle-aged woman in the design industry. I talk candidly about feeling excluded early in my career, the sexism and self-doubt I experienced, and how starting my own business completely changed my ambition and belief in what was possible. Key Takeaways You don't have to fit the industry stereotype to belong The creative industry can feel intimidating, exclusive, or overly curated, but there is space for different voices, personalities, and paths to success. Visibility matters more than you realise Sometimes simply seeing someone who looks like you, sounds like you, or shares your experience can completely change what feels possible. Your ambition can evolve later in life You are not "too late." Growth, confidence, and big opportunities can happen in your 30s, 40s, and beyond. Honest storytelling creates connection People don't just need inspiration; they need relatability, reassurance, and permission to believe they can do it too. Episode Highlights 02:00 – How starting a business changed my ambition 03:00 – Why visible older women in design matter 04:00 – The moment that clarified my mission 04:40 – Relatability vs perfection online 05:45 – Why I want to stay visible in the industry 06:10 – Career success after 40 07:00 – Encouraging the next generation of designers 08:15 – Final reflections & questions for listeners 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!

    9 min

  6. APR 29

    Just Make The Video with CJ Cawley

    This week I'm joined by my friend CJ Cawley; branding designer, content creator, and one of the most genuinely honest voices in the design space. In just three years, CJ went from quitting his job with minus money in the bank to running his own studio, hitting 100K on YouTube, and building an audience of hundreds of thousands not by gaming the algorithm, but by refusing to be anything other than himself. We talk about the real cost of growing a following (it's not all good news), why vulnerability beats polish every time, the wild story of someone who AI-cloned his entire identity, and how getting clear on what you actually want from life is the only real strategy that matters. If you've ever felt like social media is full of people showing you how great they are while you sit there feeling behind then give this episode a listen!! This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out. Head to lizmosley.net/SLTF and use the code LIZxSLTF for 20% off. Key Takeaways The cost of not making the video is greater than making the video. When motivation fails, reframe it as a cost-benefit question. What's the real price of staying stuck? Be the thing you couldn't find. CJ built his audience by creating content for the younger version of himself; someone who couldn't find a relatable, honest designer online. Who are you making content for? Authenticity isn't a strategy, it's the only thing that scales. Showing your mistakes, your process, and your genuine confusion builds deeper trust than any highlight reel ever could. A big following comes at a cost nobody talks about. The same audience that opens doors can paralyse your creativity. Growth always has a price and knowing that upfront really helps! You don't need to be on every platform, but you do need to love the ones you're on. If you're not consuming content on a platform, you probably shouldn't be creating for it either. Define your 'North Star' before anything else. Can you visualise exactly what your dream life looks, smells, and feels like? That clarity and focus is what makes every uncomfortable action worth taking. Strategy is just a plan. It's not a fancy concept. You identify what you want, you make a plan to get there. That's it. Don't let jargon make it feel bigger than it is.     Episode Highlights 01:50 CJ's story: 12 years in design, agency life, going freelance three years ago 04:28 The first year: no clients, no money, and why he finally gave social media a chance 07:38 How one video led to his first paying client and why documenting the messy truth resonated 10:00 Why you need to consume content on a platform before you can create well for it (and why CJ gave up on TikTok) 14:27 The mental cost of a massive following: paralysis, perfectionism, and the weird threshold where everything changes 20:05 On trusting yourself to rebuild if it all fell apart and why that peace is worth more than the follower count 25:06 Why YouTube feels different: deeper relationships, longer content, and finally being able to show his work properly 34:10 The wildest story: someone used AI to clone CJ's entire website, replace his face, and steal his identity 41:48 AI, smartphones, and everything in moderation: how every new technology teaches us the same old lesson 48:31 Advice for anyone struggling to put themselves out there and get leads 53:14 Building a tolerance for discomfort, defining your life on your own terms, and ignoring what Frank, Steve, and Sarah are doing   About The Guest CJ Cawley is a brand designer, a logo designer and creative mentor.  CJ's YouTube Channel https://www.youtube.com/@cjcawleydesign CJ's Instagram https://www.instagram.com/cj.cawley.design/ CJ's Website https://www.cjcawley.com/ 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 produced by me and recorded at Kingsbane Studios If you like to watch your podcasts you can watch all of my solo episodes and this one on YouTube. If you enjoyed this episode please leave a 5* rating and review!

    58 min

  7. APR 24

    Inside OFFF Festival- What I Learned as a Creative Business Owner

    In this episode, I'm sharing a behind-the-scenes debrief from my time at OFFF Festival in Barcelona; one of the world's most inspiring creative conferences. I chat about the standout talks and industry trends (including honest conversations around AI) and the power of community and creative energy. This episode is a reflection on what really matters as a creative business owner. Key Takeaways Creativity is still deeply human (even in the age of AI) Many top creatives aren't rushing to replace their craft with AI; they genuinely love the process, problem-solving, and hands-on work. Your struggles are more universal than you think From failure to difficult clients to self-doubt; hearing industry leaders share similar challenges is a powerful reminder that you're not alone. Community > content While the talks are inspiring, the real value often comes from conversations, relationships, and connections built with other creatives. Inspiration needs action It's easy to feel motivated after events like this, but the real growth comes from actually trying something new (even imperfectly). Episode Timestamps 00:30 – What is OFFF Festival? 01:00 – The unique "festival" atmosphere 03:00 – Favourite sessions & panel insights 04:50 – Creative attitudes towards AI 06:40 – Universal struggles in creative work 07:50 – Inspiration from animation & design 09:50 – Standout creative direction & visuals 11:00 – Why relationships matter most 13:20 – Final reflections & honest feedback Mentioned in The Episode Katy Cowan Episode https://buildingyourbrand.net/episode/creative-boom-16-years-of-championing-creatives-with-katy-cowan/ Snask https://snask.com/ Uncommon Creative Studio https://www.uncommon.studio/  Creative Boom https://www.creativeboom.com/   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!

    15 min

  8. APR 22

    Beyond the Shiny Finish: Scaling, Sacrifices, and Software with Michael Bruny-Groth

    In this episode, I chat with Michael Bruny-Groth, the founder of The Logo Package. (aff link) Michael created a tool that has become a staple for logo designers worldwide, but behind the "overnight success" lies a story of immense sacrifice, strategic pivots, and radical vulnerability. Michael shares the behind-the-scenes reality of running a software company, including the personal toll of scaling and his bold decision to run a "Pay What You Want" Black Friday campaign rooted in deep, personal storytelling. This is a refreshingly honest look at what it actually takes to build and maintain a successful brand in the design space and I had so much fun recording it! This episode is sponsored by SilverStag Type Foundry. If you're a designer looking for a typeface that really elevates your brand, SilverStag is a brilliant place to start. It's a one-person type studio creating carefully crafted fonts with multiple weights, alternates, and ligatures; all designed to help brands stand out. Head to lizmosley.net/SLTF and use the code LIZxSLTF for 20% off. Key Takeaways The Power of Vulnerability: Sharing the "messy middle" of your business journey can create a deeper connection with your audience than any polished marketing campaign. Problem-First Product Design: The Logo Package succeeded because it solved a hyper-specific, time-consuming pain point for designers: the tedious process of exporting logo files. Redefining "Success": High revenue doesn't always equal high personal happiness; Michael discusses the importance of aligning business growth with personal well-being. Experimenting with Pricing: The "Pay What You Want" model can be a powerful way to re-engage an audience and lower the barrier to entry while maintaining brand integrity. The Myth of Passive Income: Running a software business requires constant maintenance, customer support, and technical updates—it is rarely truly "passive." Episode Highlights 02:15 - The "Why": Solving the nightmare of manually exporting 100+ logo files. 08:40 - The transition from being a full-time designer to a software founder. 15:30 - The reality check: When business success leads to personal burnout. 22:10 - The Black Friday pivot: Moving away from traditional discounts to a "Pay What You Want" model. 31:45 - Why Michael chose to share his personal financial and mental health struggles with his email list. 40:12 - Navigating the technical challenges of maintaining software in an ever-changing Adobe ecosystem. 52:20 - The future of The Logo Package and Michael's focus on sustainable growth. 01:02:15 - Why Michael is "done" with LinkedIn and focusing on platforms that feel authentic. About the Guest Michael Bruny-Groth is the creator of The Logo Package Express and The Logo Package Portal. Website: The Logo Package (aff link) Instagram: @logopackage LinkedIn: Michael Bruny-Groth (Note: He might not accept your request!)   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!

    1h 6m
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Ratings & Reviews

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About

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)

Information

  • Creator
    Liz Mosley
  • Years Active
    2021 - 2026
  • Episodes
    257
  • Rating
    Explicit
  • Copyright
    © Liz Mosley
  • Show Website
    Building your Brand

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