This Might Get Creative -With Brand Strategist & Creative Director Svenja Lyon

Svenja Lyon – Brand Strategist & Creative Director at Lyon Creatives
  • 5.0 (2)
  • Entrepreneurship

Ever wonder what really goes on behind a brand? This Might Get Creative is the podcast for entrepreneurs who want real, unfiltered brand strategy — told through the stories of the people who built something worth talking about. Each episode, host and branding expert Svenja Lyon of Lyon Creatives goes behind the brand with founders and creatives to uncover the wins, the hard lessons, and the moments that shaped who they are. These aren't polished highlight reels — they're honest business stories about growth, identity, and what it actually takes to build a brand that lasts. If you're ready to stop guessing and start seeing how business growth really happens — this is where entrepreneur stories get told.

  1. 5d ago

    EP #34: Stop Being the Face. Start Building the Empire with Sarah Mariano

    Sarah Mariano built The Stretch Therapists into a global certification company while traveling the world as a digital nomad. Then she made a decision that most founders dread: she stepped back from being the face of the brand she had built from scratch. Not because things were falling apart. Because she had a bigger goal in mind.   In this episode: •       Why stepping back as the face of your brand can feel like grief — and why Sarah says that process was worth it •       Building a personal brand on Instagram at the right moment, and what happens when the platform shifts and your strategy has to shift with it •       The four-year journey to paid ads: wrong coach, right coach, six months running her own campaigns, then finally hiring an agency •       What it takes to build a team that reflects the representation you want to see in your industry •       Why transparency with your team during the hard moments changes the company culture more than any policy ever will •       The book that changed how Sarah thinks about scaling: 10x Is Easier Than 2x by Dan Sullivan   Find Sarah: •       Instagram: @thestretchtherapists •       LinkedIn: The Stretch Therapists •       Website: thestretchtherapists.com   Resources mentioned: •       10x Is Easier Than 2x by Dan Sullivan Tools I use and recommend. These are affiliate links, so I earn a small commission at no extra cost to you. Flodesk — email marketing: https://flodesk.com/c/LYONCREATIVES HoneyBook — client management: https://share.honeybook.com/svenja7629354   Ready to see what your brand is actually communicating? Take the Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard. Audio Production Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at nielsenaudiosolutions.com 00:00 Sponsor Flowdesk 01:17 Meet Sarah Founder 02:56 Letting Go Clients 06:08 Instagram Face Era 10:22 Certification Model 11:35 Inclusion Mission 14:59 Hiring Growing Pains 21:32 Vision Mission Shifts 28:46 Marketing Pivot Ads 33:28 CEO Mindset 10X 39:10 Leaps Vulnerability 41:16 Wrap Up Connect

    44 min

  2. Jun 19

    EP #33: Family-Owned vs Private Equity with Dan Keller

    Episode 33. Dan Keller runs George J. Keller and Sons, a third-generation family roofing, siding, and windows company in Flanders, NJ. For the past three years, private equity firms have been offering family-owned roofing companies 15 times EBITDA to sell out and roll into a national conglomerate. Dan said no. We talk about what changes the day after a family company gets bought, the marketing playbook he runs down to the lead source, and where AI fits in a business that still needs a person on the roof.   What You Will Hear •     How private equity moved from HVAC into roofing and what a 15x EBITDA buyout offer really looks like •     What changes for employees and customers the day after a family business sells •     The drone walks, hover reports, and project manager touch points Dan uses on every job •     The Facebook moms group referral program (paying past clients to recommend the company) •     Where AI is showing up in roofing offices, and where it cannot replace a human Time Stamps 00:00 Introduction 01:10 Meet Dan Keller 02:45 Private Equity Offers 07:05 How PE Takes Over 11:19 Client Experience Changes 16:01 Tech That Stands Out 20:17 Joining The Family Business 24:45 Corporate Vs Ownership 28:07 Switching to Entrepreneurship 28:42 Owning Mistakes and Lessons 30:03 Tracking Leads That Matter 32:31 Ditching Tracking Numbers 34:15 Facebook Referrals Strategy 36:47 TV Streaming Ad Challenges 38:40 AI Search and AEO Shift 41:58 AI for Office Efficiency 44:55 Design Creativity vs AI 45:52 Jingle and Human Touch 47:47 Wrap Up and Contact Info   Connect With Dan Website: gjkeller.com Phone: 973-927-0963 Connect with Me Website: lyoncreatives.com Email: svenja@lyoncreatives.com Instagram: lyon.creatives LinkedIn: svenja-lyon Audio Production Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions.

    50 min

  3. Jun 3

    EP #32: Katie Dooley on Branding as a System: Why Consistency Beats Pretty

    In this episode, I sit down with Katie Dooley, founder of Paper Lime Creative in Edmonton, Canada, to talk about what branding really is, why a logo is the wrong place to start, and why consistency matters more than pretty design. Katie has been running her brand strategy and print studio for almost a decade, working with service-based businesses past the startup phase. We dig into the wedding photographer who built a brand for himself instead of his brides, why your branding guide should work like a standard operating procedure, and how print done well is one of the most underrated investments a business owner can make. If your brand feels inconsistent, or you are about to spend money on a new logo before doing the strategy work, this conversation will save you from a costly detour. In this episode: Why a brand is every impression your business makes on every person, not just a logoThe wedding photographer mistake: building a brand for yourself instead of your ideal clientWhy consistency beats pretty, and an ugly logo used consistently outperforms a beautiful one used inconsistentlyThe flower shop story that shows what inconsistent branding does to your customer's experienceWhy branding guides are a standard operating procedure, not a creative restrictionHow to think about print as a business investment, from heavy business cards to memorable mailersWhy local printers are worth finding and what kind of work they can take on Connect with Katie: Website: paperlime.caEmail: katie@paperlime.caLinkedIn: linkedin.com/in/katiedooleyInstagram: @paperlimecreative Audio production: Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions. This episode is brought to you by Flodesk. Get 25% off your first year at flodesk.com/c/LYONCREATIVES. Want to know if your brand is doing its job? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard. Ten questions, five minutes, and you will know exactly where you stand.

    46 min

  4. May 25

    EP #31: From SEO to AIO: How Jacki DeVries Rebuilt Around How AI Decides Who to Recommend

    Search is changing in real time, and most business owners are still optimizing for the version that doesn't exist anymore. Jacki DeVries spent 15+ years in digital marketing (including time alongside Neil Patel's team) before she pivoted her business from FireUp SEO to FireUp AIO last year. The shift came after a conversation with CTOs telling her that visibility would no longer be about rankings. It would be about whether AI platforms could understand, trust, and recommend your brand. In this episode we talk about: The real difference between SEO and AIO and why your old optimization playbook is working against youWhy AI builds a profile of your business across the entire web, not just your websiteThe trust signals AI looks for (and how testimonials, FAQs, and consistent profiles are doing the heavy lifting now)Why one of her clients saw a 68% increase in AI recommendations after updating reviews on a single pageHow being intentional about your audience now matters more than getting massive trafficThe FireUp framework: foundation, intent, response strategy, engagement, performance Connect with Jacki: Website: fireup-aio.comLinkedIn: linkedin.com/in/jackidevriesInstagram: @jldevries23 Want to know where your business stands in the new AI search landscape? Take Jacki's free AI Visibility Scorecard at fireup-aio.com. This episode is brought to you by Flodesk*. Get 25% off your first year: flodesk.com/c/LYONCREATIVES* Think your brand could use some work? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard and find out where you stand.

    56 min

  5. May 22

    EP #30: Andrea Klunder on Podcasting as Brand Strategy: Why Your Show Has to Match Your Business

    In this episode, I sit down with Andrea Klunder, founder of The Creative Impostor Studios, to talk about what podcasting really does for a business when it is working, and why so many shows stall out before they start delivering. Andrea has spent over a decade producing podcasts for arts organizations, cultural institutions, and changemakers, and she has watched the industry shift from "how do I start a podcast" to "is this one still working for me." We cover the pivot she sees happening with established podcasters, why brand alignment matters more than audience size, and the framework she uses to help business owners differentiate their show. If you have a podcast you are quietly losing faith in, or you are thinking about starting one, this conversation will give you a clearer picture of what to do next. In this episode: •       Why podcasting is one of the slowest, most effective trust-building tools in your marketing mix •       How to tell when your podcast and the rest of your business are out of alignment •       The five-pointed star framework Andrea uses with her clients, starting with differentiation •       Why solo episodes matter more than you think for booking clients •       The "100 episode ideas" exercise Andrea recommends before launching any new show •       Andrea's story: from a brick-and-mortar yoga studio that ended in bankruptcy to running a podcast production agency Connect with Andrea: •       Website: thecreativeimposter.com •       Free 30-minute podcast strategy call: bit.ly/behind-the-brand-pod •       Private podcast (Peace, Love and Podcasting): subscribe via thecreativeimposter.com •       LinkedIn: linkedin.com/in/andreaklunder •       Instagram: @thecreativeimpostor Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions.   This episode is brought to you by Flodesk. Get 25% off your first year at flodesk.com/c/LYONCREATIVES.   Want to know if your brand is doing its job? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard. Ten questions, five minutes, and you will know exactly where you stand.

    1 hr

  6. May 20

    EP #29: From VA to Web Designer: How Katie Eberman Built a Business Around Women's Stories

    Katie Eberman went from corporate admin work to stay-at-home mom to virtual assistant to web designer, and she built every part of that path by paying attention to what she actually loved doing. Today she runs Simply by Katie, designing Squarespace sites and writing copy for women in business, specifically the helpers: therapists, coaches, mortgage brokers, real estate agents. Her whole approach comes down to one thing, your website has to reflect who you are before it can work for you.   In this episode we talk about: •       Why most websites don't convert, and what a goal-driven site actually looks like •       The difference between a website that looks good and one that's built around visitor intent •       How sharing your story, including the messy parts, is what creates real connection with clients •       Why Katie stopped writing technical blog posts and started sharing women's stories instead •       What changed when she stopped performing in her marketing and started just being herself •       AI, copy, and how to use both without sounding like everyone else   Connect with Katie: •       Website: www.simplybykatie.com •       Instagram: @simply_by_katie •       Facebook: facebook.com/SimplybyKatie •       LinkedIn: Katie Eberman •       Women Who Inspire Me blog series: www.simplybykatie.com (apply at the bottom of any story post)   This episode is brought to you by Flodesk. Get 25% off your first year: flodesk.com/c/LYONCREATIVES Want to know if your brand is doing its job? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard. Ten questions, five minutes, and you will know exactly where you stand.

    48 min

  7. May 11

    EP #28: Why CEOs Don’t Trust Marketing — And What to Do About It

    Most marketing isn’t failing because of bad ideas — it’s failing because marketing and leadership aren’t speaking the same language. Mari-Liis Vaher learned that the hard way, standing in front of a bank CEO with a polished digital report and no answer to the question: “How does any of this help me grow my business?” That moment changed the direction of her career. In this episode, Mari-Liis breaks down the Marketing-Leadership Gap, why 70% of CEOs don’t trust marketing to deliver growth, and why 75% of marketers are burning out — and explains why those two numbers are two sides of the same problem. She’s the founder of Powerful Marketers, author of The Greatest Marketer, and the creator of a five-step framework that starts somewhere most marketing books don’t: with your mindset. We also got into the orchestra analogy, why the first person she talks to in any new business is on the sales team, and the question every listener should ask themselves: what are you still doing today simply because you’ve always done it?   In This Episode: •       The bank CEO moment that changed everything — and what Mari-Liis did next •       Why 70% of CEOs don’t trust marketing — and why marketers nod when they hear it •       Why marketing itself has a branding problem •       The five-step framework: Mindset, Strategy, Marketing, Communication, Leadership •       Why mindset comes first — the oxygen mask analogy •       The road trip analogy: what happens when teams drive without a destination •       What she asks the sales team before she ever looks at a campaign •       What you should probably stop doing (and why stopping won’t hurt your results) •       The companion tools inside thegreatestmarketer.com — and why they’re free   Connect with Mari-Liis: •       Website: powerful-marketers.com •       Amazon: search ‘The Greatest Marketer’ — available globally •       LinkedIn: linkedin.com/in/vahermariliis •       Powerful Marketers on LinkedIn: linkedin.com/company/powerful-marketers   This episode is brought to you by Flodesk. Get 25% off your first year: flodesk.com/c/LYONCREATIVES   Not sure if your brand is working as hard as you are? Grab the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard — ten questions, five minutes, and you’ll know exactly where to focus.

    55 min

  8. May 5

    EP #27: From the Kitchen to the Factory Floor with Howard Rudin

    Howard Rudin spent 13 years cooking in New York City kitchens before trading his chef's knife for a tape measure and walking into the family conveyor belting business. Thirty years later, he's keeping production lines running for commercial bakeries, pharmaceutical companies, cosmetic manufacturers, and a snack chip brand that went viral on TikTok. In this episode, Howard talks about what it actually takes to build relationships in a business nobody knows they need, why Thursday is his most productive day of the week, and how a giver-first mindset has shaped everything about how he operates.   What you'll hear in this episode:   •       How 13 years in professional kitchens translated directly into a career in industrial supply •       What conveyor belting actually has to do with bison tracking tags in Banff National Park •       Why Howard believes referral networking is the only advertising that works for B2B •       The "giver's gain" philosophy he lives by — and why he doesn't want to convince anyone to join BNI •       What it takes to rank above the fold on Google without spending a dollar on ads •       His pitch for getting people to a 7am networking meeting — and why it works   Connect with Howard Email: beltman@acebelting.com Social: @madeonabelt on Instagram and Facebook LinkedIn: Howard Rudin This episode is brought to you by Flodesk. Get 25% off your first year: flodesk.com/c/LYONCREATIVES

    48 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Ever wonder what really goes on behind a brand? This Might Get Creative is the podcast for entrepreneurs who want real, unfiltered brand strategy — told through the stories of the people who built something worth talking about. Each episode, host and branding expert Svenja Lyon of Lyon Creatives goes behind the brand with founders and creatives to uncover the wins, the hard lessons, and the moments that shaped who they are. These aren't polished highlight reels — they're honest business stories about growth, identity, and what it actually takes to build a brand that lasts. If you're ready to stop guessing and start seeing how business growth really happens — this is where entrepreneur stories get told.

Information

  • Creator
    Svenja Lyon – Brand Strategist & Creative Director at Lyon Creatives
  • Years Active
    2025 - 2026
  • Episodes
    34
  • Rating
    Clean
  • Copyright
    © 2025 Svenja Lyon – Brand Strategist & Creative Director at Lyon Creatives