The Brand Compass Shelley Röstlund

In this episode: As a subject matter expert there are some things you need to be really conscious about when it comes to the work that you create and generate. (If you are not sure you are a subject matter expert – listen to ep17, this will help work that out).
When I was a franchise consultant - looking at the aspect of intellectual property (IP) became a necessity in building the value into my client’s business. I still have this as a habit in the consulting work I do today, even though its brand strategy I focus on. Protecting your IP is really important to secure your value and also to create brand assets.
In this episode, I talk to Stephen Ruse, who is a UK-based solicitor specialising in Intellectual Property. Come listen as we walk through what you need to be thinking about when you create original work – whether that is a book, a course, or a proprietary model. We also touch on the difference between copyright and trademarking.
Investing in listening to this episode, may spark some action which will pay dividends in years to come. Curious? Come join us.
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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:
Stephen Ruse is a senior associate at Howes Percival, a legal firm which has 6 offices in the UK and supports clients around the world.
Stephen’s specialism is in Intellectual Property and IT - he advises his clients on areas like: registering and protecting their trademarks, IT and Software agreements, and in commercialising their IP.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click for the full audio transcribed version).

In this episode:Growth is a really weird, personalised experience. I find that it helps to talk it through with different business owners, because everyone’s triggers for growing …or growing in a specific way are different.
This is why generic advice never works. “Guru” advice never works. Talking, listening and gathering a variety of insights helps inform your thinking about what would or could work for you.
In this episode, I talk to Suzy about how she came to realise that being a freelancer was just not going to cut-it. It was stressful, it wasn’t allowing any freedom for her personal life and she had really just created a really bad “job” for herself. Come listen as we walk through her thinking and decision making to where she is today…running a franchise of virtual assistants based on her core beliefs.
Nothing is easy. Business is hard. However, if you get the balance right – the hard work can be joyful work too.
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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:
Suzy Sanders is a business owner, author, speaker and professional coach. She founded her virtual assistant business in 2016 and four years later, she grew the business through franchising and, as at the time of us recording, she has 6 franchisees across the UK supporting a thriving global client base.
Suzy has been featured on the BBC, Huffington Post, and PA Life - sharing her finely-tuned approach of putting the strength of collaboration and community at the heart of business. She emphasises that business success is not always about more money, but rather about more kindness, integrity, impact, empowerment and adventure. 
𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

In this episode:I talk to Daren Smith, Founder of Craftsman Creative based in Provo, Utah. What I love about this episode is we get into the nitty gritty of designing a product ecosystem and what that looks like on the inside – for Daren.
You’ll learn how he had to shift his focus from his technical skills to where his REAL value lies – and that is what I call your ‘marketable’ skills. The pandemic kick started a whole new way of working and generating income for this video and film producer.
Come join us. Daren is great at articulating what he does and so much so, that he now teaches other film and video producers how to do what he has and leverage their time better.
 
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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:
Daren Smith is a film producer, author, podcast host and business strategist. He started his business Craftsman Creative after over a decade of running a video production company and working as a freelancer on projects for businesses ranging from start-ups to Fortune 50 companies. 
While he is still producing feature-length films, he is also a trained business coach, using his deep and wide experience in the creative world, to guide other creators who need help with strategy, outcomes, and mindset, in their business.
 
𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

In this episode:I shine a light on the term: subject matter expert. Its occurred to me that this is a bit of a mystery for people. Heck, I'm not even sure I really like the term.
I feel the challenge is that without fully understanding who you are in the eyes of your ideal customer or client - could mean that you’re miscalculating your worth and value. If you don't identify yourself as a subject matter expert and don't necessarily see how powerful you are for the people you serve - then we need to dig into this term and get you more comfortable with it.
On the flip side, I also tackle what not many will...and that is: how do you qualify a subject matter expert? My belief is that there are three big areas of responsibility for subject matter experts or knowledge workers.
In this episode I share how I value TRUE subject matter experts, and how they need to hone in on what I call their proficiency ratio to really position their personal brand well. 
I'd love you to listen and then let me know what you think about what I think is the beginning of a manifesto for great, compelling subject matter experts. Ones who focus more on how they help those that they serve, rather than on how fast they can grow the number of their followers.
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𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

In this episode:Today…’how you work’ can be whatever you want it to be. Never before have we had so much flexibility in designing what our working day, week, month or year looks like.
I bring my talented friend Alison O’Leary back on the show (she’s on EP2 as well) to help me with this discussion. You’ll hear us try and help you, the listener, with defining what “IDEAL” looks like for you, and also give you some pointers on where to start when sitting down to intentionally work out HOW you want to work.
This is an important exercise to do, and discussion to have in order to break any unhealthy and unproductive habits you may have carried over from your employed life…into your own way of working inside your business. Let’s crack this nut together. The more ease you bring into the functional mechanism of how you work – the more joy and enthusiasm you will experience in running your business and in serving your clients.
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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:
Alison O'Leary hails from an impressive corporate background working for over 20 years in London in the Communications and Marcoms industries.
Today she runs her own life coaching business, www.livetrue.co.uk, specialising in career change to facilitate life change. She is an ‘Ideal Life’ advocate and the designer of the Work Wonderland™ process, her own proprietary way of helping people to place their unique strengths, gifts and passions at the heart of their decision-making and planning.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).

In this episode:The words community and membership are thrown around by many ‘gurus’ on the net. In some instances, the way they are using the terms are not really true to the form that they take in reality.
I bring Mark Masters on to help me to dig into this subject a bit more and we flesh out the nuances between ‘community’, ‘membership, ‘subscription’ and even…’audience’. My feeling is that if you understood these concepts a bit better – you will be able to work out which of these is what you are actually looking to create in your business.
Community, just on its own, is a hot topic especially in the world we find ourselves now where brands are being encouraged to create communities to better engage with their customers at the coal-face and understand their needs better.
For me, better communities mean better business. They bring businesses closer to the humans they serve. What do you think?
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𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:
Mark Masters is a marketing consultant, content marketing agency owner, author and speaker. He has created and built a community called YouAreTheMedia.co.uk, a marketing learning environment for micro and small businesses around the world.
His consultancy and agency work is highly focussed on helping his clients to become a trusted source in their industry through clearly articulating their purpose and value, creating content that is linked to that and sharing carefully crafted value-based messaging consistently. One of his specialisms is centred on building community.

𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:
Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.
South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines.
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All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).