We Built This Brand HumblePod

Mal Alder, the founder of Alder & Co., shares her journey in assisting small businesses and nonprofit organizations to thrive with creative marketing strategies. She recounts her work with clients like King's Family Distillery in Sevierville, detailing how she enhances their online visibility. Chris and Mal explore the day-to-day realities of managing a marketing firm, including their approach to fostering a vibrant and innovative office culture. Concluding the episode, Mal highlights the importance of authenticity in marketing, prioritizing genuine engagement over mere profit. She also provides a sneak peek into the exciting future developments at Alder & Co.
Show Highlights: 
(00:00) - An Introduction to the Episode and Alder & Co.
(01:58) - Alder & Co.’s founding, and their focus on small businesses and nonprofits.
(03:21) - The story of working with King's Family Distillery and how Alder & Co. helped them
(05:17) - Mal recounts the “865 Strong” project, which helped combat food insecurity and won the team its first Addy Award.
(08:50) - Mal reflects on her "oh sh*t" moment.
(11:05) - Alder & Co.'s client-focused approach to brand strategy 
(16:21) - The origin of Alder & Co.'s name and branding, family influences, and design choices.
(19:57) - Maintaining a skilled team and the personal side of business leadership.
(21:37) - Future outlook for Alder & Co.
(22:41) - Mal shares her admiration for the brand Liquid Death
(26:54) - Closing thoughts and where to find Mal
About Mal
Mal Alder is the founder of Alder & Co., an accomplished digital marketing professional specializing in various strategies to increase online presence and brand visibility. Her expertise includes social media management, content marketing, SEO, web development, Google Ads, and graphic design. Recognized with industry awards, Mal is dedicated to crafting effective marketing solutions that cater specifically to the needs of small businesses and nonprofits, ensuring they achieve measurable results and meaningful impact in their communities.
Links Referenced
Alder & Co.: https://www.thealderco.com/ Mal’s LinkedIn: https://www.linkedin.com/in/malalder/Mal’s Instagram: https://www.instagram.com/malnotmel/?hl=en

In this fun episode of We Built This Brand, we chat with Kelsey Miller, the founder of 'Klosets by Kelsey.' Kelsey shares how she turned her passion for organizing and styling from a hobby into her full-time job. She explains the incredible physical and emotional benefits of having a neat and tidy space, highlighting how organization can transform our lives. To make her services accessible to a broad audience, Kelsey offers special packages tailored to fit everyone's needs. Additionally, she provides details about her upcoming online course, her active involvement in the Knoxville community, and her current favorite brand!
Show Highlights: 
(00:00) Introduction to Kelsey Miller, Owner Of Klosets by Kelsey
(02:09) Kelsey shares why she started her organizing business and her background in fashion merchandising
(04:02) How Kelsey transitioned her idea from a side project to a full-fledged business
(06:32) The moment Of Validation for Kelsey’s business 
(07:45) Services offered by Klosets by Kelsey, including personal and interior styling
(09:47) Kelsey's target market and Kloset by Kelsey’s evolution into a lifestyle brand
(13:22) Kelsey's involvement with local nonprofits and the importance of giving back
(15:50) Kelsey's thoughts on personal branding and styling
(18:19) Explaining What capsule wardrobing and its benefits for daily dressing
(19:01) Upcoming projects for Klosets by Kelsey, including a virtual course
(21:04) Kelsey's favorite brands and how they align with her business and personal life
(22:48) Closing remarks and where to find Kelsey online
Links Referenced: 
Klosets by Kelsey Website: https://www.klosetsbykelsey.com/
Kloset by Kelsey’s Facebook: https://www.facebook.com/klosetsbykelseym
Kelsey’s LinkedIn: https://www.linkedin.com/in/kelsey-alexandra-miller/
Kelsey’s Instagram: https://www.instagram.com/klosetsbykelsey/

In this episode, Taylar Fetzner, co-host of the Creeps and Crimes Podcast, opens up about her journey with her best friend, Morgan Mounts, from sharing a fascination for spooky stories, conspiracies, and true crime to launching a successful podcast. Taylar delves into her show's beginnings, the power of a single TikTok video in attracting a vast audience, and the evolution of her podcast's appearance to mirror their authentic selves, ensuring a genuine connection with their audience. Taylar unveils insights into the podcast's business aspects, emphasizing the importance of financial wisdom and creative pauses to maintain innovation. Additionally, she expresses her respect for the strategic branding of Taylor Swift and Alex Cooper and her visions for elevating her podcast to greater heights.
About Taylar Fetzner : 
Taylar Fetzner is a University of Tennessee alum with a BA in Communication, whose diverse career has spanned music, sports, and now, podcasting. Alongside her college roommate and best friend Morgan Mounts, she co-founded the "Creeps and Crimes'' Podcast in 2020, diving deep into the worlds of the paranormal, conspiracy theories, and true crime cases—all from the comfort of their couch. Taylar's journey in podcasting has not only marked significant growth as a business owner and researcher but also deepened her passion for victims' rights, ensuring their stories are told and heard well. Her ambitious spirit, fueled by a rich entrepreneurial background and a commitment to authenticity, drives the podcast's success with listeners.

Show Highlights 
(00:00:00) Introduction to the episode
(00:02:02) How Creeps and Crimes All Began
(00:13:15) Taylar recounts the moment her TikTok video went viral
(00:15:34) Transitioning from a darker theme to a more authentic reflection of their personalities 
(00:26:10) The Importance of Growth and Listener Relationships
(00:28:36) Maintaining Authenticity in Branding
(00:40:48) Taylar’s Journey into monetizing the podcast, working with networks, and having an agent.
(00:53:03) The importance of taking breaks for creative and personal growth 
(01:06:39) Taylar and Chris discuss their favorite brands  
(01:16:04) Closing remarks & How to Connect with Taylar 

Links Referenced: 
Creeps and Crimes Podcast https://creepsandcrimespodcast.com/Taylar Fetzner on TikTok @taylarjane98Taylar Fetzner on Twitter and Instagram: @TaylarJMorgan Mounts on Instagram: @morgg.mEmail for Creeps and Crimes Podcast: creepsandcrimespodcast@gmail.comEmail for listener stories (creepy accounts): CreepsAndCrimes.ca@gmail.comYouTube for Creeps and Crimes Podcast episodes https://www.youtube.com/channel/UCBGoeW-yfw-ws9mmEJ2lW3wWe Built This Brand Podcast : https://www.webuiltthisbrand.com

We’re joined by Victory Harbin, the creative force behind The Social Brand in this episode of WBTB. Victory takes us through her journey from art student to marketing expert, sharing the story of her business's natural growth and her passion for purposeful branding and building genuine human connections. Victory opens up about the lessons she learned from trying to scale her business too quickly during the pandemic and underscores the importance of our well-being in achieving true success. We also explore the impact of using artificial intelligence in marketing, as Victory offers her perspective on leveraging technology while maintaining the human element in business strategies.
About Victory HarbinVictory Harbin owns The Social Brand, a marketing agency in East Tennessee with offices in Knoxville and Johnson City. She loves marketing so much that she's earned over 35 certifications in the field in the last five years. Her agency has helped hundreds of businesses grow, bringing in millions of dollars through effective marketing strategies. Victory speaks on various marketing topics and has worked as a consultant for the Small Business Development Center during the COVID pandemic to help small businesses. She started and sold her first startup by age 26 and now leads a team of 10 marketing experts, serving clients across the country. Victory believes that marketing is all about connecting people and helping small business owners meet their future customers. For her, it's the people that matter most in marketing.
Show Highlights: 
(00:00) Introduction
(01:23) Victory's Entrepreneurship Journey
(03:09) The Origin of The Social Brand
(05:26) Philosophy on Human Connection in Branding
(07:13) Turning Brands into Verbs 
(10:15) The Social Brands Strategy-first marketing approach 
(19:53) Lessons learned from Scaling The Social Brand During The Pandemic
(22:07) The value of Choosing Sustainable Growth and Simplicity In Business
(31:01) Impact of AI on Modern Marketing
(32:55) Victory's Current Favorite Brands and Why 
(34:44) How to connect with Victory 
Links Referenced: 
The Social Brand Website: https://thesocialbrandtn.com/
Victory’s LinkedIn: https://www.linkedin.com/in/victory-harbin/ 

Andrew Ellis, the founder of U Brew Coffee Company, sits down with Chris to discuss his entrepreneurial leap into the coffee business. From the origins of U Brew to Andrew's vision for a coffee community, this episode illuminates the struggles and triumphs of starting a coffee business. Chris and Andrew then embark on an immersive coffee cupping session, giving listeners a taste of U Brew's commitment to their craft and community.
About Andrew Ellis: 
Andrew Ellis is a passionate advocate for specialty coffee and the founder of U Brew Coffee Company. After cutting alcohol from his routine, Andrew discovered a vast opportunity to introduce the craft of specialty coffee to those unfamiliar with it. His mission is to travel the nation, building a community centered around small and micro-roasters, and to bring a diverse array of roasts under one roof. Andrew aims to ignite a passion for coffee in others, one mug at a time, inviting everyone to "Take Control of Your Cup" and experience coffee like never before
Show Highlights: 
(00:00) Introduction 
(02:12) Inspiration Behind U Brew
(05:04) The Story Behind U Brew's Name and Branding
(9:50) Validating the U Brew Business Model
(12:21) Introduction to Coffee Cupping
(18:48)  Expanding U Brew's Product Line
(22:20) Coffee connoisseurs & Andres vision for U Brew
(28:40) The Coffee Cupping Session
(38:44) Andrew's Current Favorite Brand and Why 
(42:36) Closing Remarks
Links: 
U Brew Co Website:https://www.ubrewcoffeeco.com/home
U Brew TikTok:  https://www.tiktok.com/@thatubrewdude
U Brew Facebook: https://www.facebook.com/ubrewcoffeeco 
U Brew Co Instagram: https://www.instagram.com/ubrewcoffee/ 

Dive into the fascinating world of digital innovation with Mat Micheli, co-founder and co-CEO of Viral Nation. This episode takes you on a journey from Viral Nation's roots in 2014 to its emergence as a global leader in digital and social innovation. Mat recounts his entrepreneurial ventures with Joe Gagliese, detailing their shift from a liquidation business to the forefront of social media and influencer marketing.
Explore the complexities of influencer marketing, the role of AI in shaping Viral Nation's services, and the secret behind crafting viral content. This episode is a treasure trove of insights for entrepreneurs and marketers, highlighting the ever-evolving landscape of digital marketing and social media trends.
About Mat Micheli: 
Mat Micheli, a dynamic entrepreneur and Co-CEO of Viral Nation, has transformed the company from an influencer marketing agency into a global digital and social innovation group since its inception in 2014. Under his leadership, Viral Nation has flourished, working with thousands of influencers and major brands like Anheuser-Busch and The Coca-Cola Company. His expertise in athlete influencer marketing and social technologies has earned him features in Business Insider, Forbes, and Vox, as well as the prestigious EY Young Entrepreneur Of The Year award in 2019.
Show Highlights: 
(00:00) Introduction to Mat Michelli and the formation of Viral Nation.
(02:20) The story of Mat's early entrepreneurial efforts and how a chance encounter with Joe Galease at university sparked the creation of Viral Nation.
(08:20) The expansion of Viral Nation
(16:00) Viral Nation's approach to selecting influencers, with a special emphasis on the power of niche markets.
(22:45) Viral Nation's support for creators, incorporation monetization strategies and content distribution.
(36:32): The Role of AI in the Creator Ecosystem
(40:28) Mat's admiration for innovative brands like Fanatics and ESPN, and their successful integration into the cultural mainstream.
(43:53) Closing remarks and contact information 
Links Referenced: 
‣ Viral Nation: https://viralnation.com/‣ Matt Micheli - LinkedIn Profile: https://www.linkedin.com/in/mathewmicheli/‣ Sportico: https://www.sportico.com/‣ Fanatics: https://www.fanatics.com/‣ ESPN on TikTok: https://www.tiktok.com/@espn‣ Charles Leclerc’s Meta Campaign: https://www.instagram.com/charles_leclerc/reel/C06_4DYRKeE/?hl=en