85: Brand Story Strategy that Puts Your Stories to Work in Your Business

In today’s episode, I’m diving into the art and science of email marketing with Jaina Mistry, Director of Brand and Content Marketing at Litmus. We unpack how email marketing is evolving to meet changing consumer expectations, discuss the most common mistakes marketers make, and explore creative ways to personalize email campaigns.  You’ll also hear actionable tips on how to be authentic in email marketing in 2025, leverage AI effectively, and use lifecycle marketing and newsletters to build trust, drive engagement, and boost ROI. Timestamps: 00:00 Introduction to the episode and today’s guest, Jaina Mistry 02:00 Jaina’s career journey: From Buffy fan sites to email marketing leadership 06:30 How early influences shaped Jaina’s approach to creativity and strategy 10:00 What Litmus does and how it helps marketers optimize email campaigns 14:30 The challenges of email rendering across platforms and how Litmus solves them 18:45 Key features of Litmus: personalization tools, testing capabilities, and analytics 20:00 AI in email marketing: How marketers are using it and its current limitations 23:15 Practical ways to use AI for ideation and content creation in email campaigns 26:00 Changing consumer behaviors: Building trust and standing out through email 30:00 Why email marketing is not dead: The long-term impact of consistent email strategies 35:00 Personalization strategies that go beyond first-name greetings to create real connections 38:00 Lifecycle marketing: Using email to guide consumers from awareness to action 42:30 The importance of showing up consistently in inboxes and building brand loyalty 46:00 Why newsletters are a powerful tool for thought leadership and relationship building 48:00 Final advice: Be curious, creative, and focus on connecting with humans Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. Connect with Christie Bilbrey ⁠http://www.christiebilbrey.com⁠ ⁠[email protected]⁠   LinkedIn: ⁠https://www.linkedin.com/in/christiebilbrey⁠ Instagram: ⁠https://instagram.com/christiebilbrey⁠  Grow Your Business as a Podcast Guest: ⁠https://bit.ly/pod-guesting⁠ Create Your Buyer Persona: ⁠https://bit.ly/3H4Q2Hw⁠ Connect with Jaina Mistry State of Email Trends Report by Litmus: https://www.litmus.com/resources/state-of-email-trends State of Lifecycle Marketing Report by Litmus: https://www.litmus.com/resources/state-of-email-lifecycle-marketing  LinkedIn: https://www.linkedin.com/in/jainamistry 

How to grow your brand and business on LinkedIn without posting. find the right people get them to notice you initiate conversations that lead to discovery calls Timestamps: 00:00 Introduction: Why LinkedIn is critical for brand growth in B2B 01:15 The power of LinkedIn Sales Navigator: How it helps you find and connect with the right decision-makers 03:09 Filtering for precision: Using specific search criteria to locate ideal prospects for your business 04:30 Crafting connection requests: Keep them personal, concise, and genuine for better acceptance rates 05:39 Engaging through comments: How thoughtful commenting on posts builds credibility and interest organically 07:06 Bonus tip: Leveraging DMs to create authentic, mutually beneficial conversations with your connections 08:29 Closing thoughts: The importance of adding value to every interaction and an invitation to connect or collaborate Connect with Christie Bilbrey http://www.christiebilbrey.com [email protected] LinkedIn:   / christiebilbrey   Instagram:   / christiebilbrey   Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting Create Your Buyer Persona: https://bit.ly/3H4Q2Hw

In today’s episode, I share tactics for CEOs and founders to leverage LinkedIn as a personal and professional brand-building powerhouse. It’s no longer enough for executives to simply represent their company on LinkedIn—they must actively cultivate a personal brand, communicate thought leadership, and inspire a community around their vision.  Whether it’s tackling pain points, sharing behind-the-scenes stories, or showcasing their unique perspective, I break down specific approaches that make LinkedIn a vital platform for senior leaders in B2B to enhance visibility, credibility, and engagement with multiple stakeholders. Timestamps: 00:00 - Introduction to the episode 01:04 - Why CEOs and founders need to develop personal brands and become thought leaders on LinkedIn to humanize their companies, shape industry narratives, and build legacy 02:04 - Qualities of effective leadership content on LinkedIn: boldness, vulnerability, inspiration, and storytelling 02:58 - Content ideas that stand out, including sharing opinions on industry news, behind-the-scenes insights, and meaningful stories that highlight product and service launches 04:01 - Discussing industry-relevant topics and sharing individual client stories to create relatable, granular content that connects with a broader audience 06:03 - Importance of creating content that appeals to multiple stakeholders, from press and partnerships to potential speaking engagements and media opportunities 07:06 - The visibility advantage: LinkedIn content as a driver for SEO and making executives more approachable to audiences 07:29 - Announcing a new LinkedIn content service designed specifically for CEOs and founders to create engaging and varied content with minimal time commitment Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. Connect with Christie Bilbrey http://www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbrey Instagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

In today’s episode, I share simple strategies to build brand stories that go to work for your business — with clarity, simplicity, and by attaching a specific goal for each story you share, so that it is memorable and resonates with your target audience while driving business growth. I also cover some great places and ways to share your brand stories to maximize their value.  Timestamps: 00:00 – Introduction to the episode 00:55 – Overview of brand story strategy 02:09 – Start with the end in mind: set clear goals aligned with business strategy 03:15 – Know your audience: how to identify pain points and desired outcomes 04:48 – Build realistic next steps for clients in your story strategy 07:11 – The power of universal emotions in making brand stories relatable 08:23 – Craft simple stories for audience engagement and word-of-mouth potential 10:09 – Where to share brand stories 12:19 – The impact of podcast guesting as an accessible thought leadership tool 13:53 – Storytelling for team culture: embed values in company messaging 14:26 – Keynote speeches and crafting high-level stories to inspire audiences Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts,⁠ click here⁠, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, ⁠tap here⁠ on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. Connect with Christie Bilbrey ⁠http://www.christiebilbrey.com⁠ ⁠[email protected]⁠   LinkedIn: ⁠https://www.linkedin.com/in/christiebilbrey⁠ Instagram: ⁠https://instagram.com/christiebilbrey⁠  Grow Your Business as a Podcast Guest: ⁠https://bit.ly/pod-guesting⁠ Create Your Buyer Persona: ⁠https://bit.ly/3H4Q2Hw⁠ 

To grow the business, career, and life you really want, you need to strengthen your resilience and rewire negative thought patterns. In today's episode, I’m joined by Jacque McCormack, a performance and ICF-certified executive coach and consultant with more than 15 years of experience.  Since the way we respond to situations not only impacts us but our teams, families, and those around us, we first discuss how to better understand our mental patterns. Then she shares how to quickly develop strategies for managing stress and anxiety effectively to make better decisions to improve our future. Jacque introduces the "Wyldfig" five-step model for resilience, providing listeners with actionable techniques to regulate emotions, develop personal growth, and achieve lasting stability in their professional and personal lives. Timestamps: 00:28 - Episode Introduction about Personal Resilience and Leadership Development 01:35 - Jacque's Background and Focus on Resilience in Leadership 04:10 - Patterns of Fragility Among Business Leaders: How Stress Affects Leadership 07:00 - The Brain as a Prediction Machine: Overcoming Mental Patterns 09:21 - The Foundation of Resilience: Introducing the Five-Step Model 13:07 - First Step: Pause—Developing Mindfulness Techniques 18:29 - Second Step: Catch—Identifying Negative Thought Patterns 20:55 - Third Step: Shift—Using Empathy to Reframe Negative Thinking 25:09 - Fourth Step: Feel—Understanding Emotional Triggers 27:28 - Fifth Step: Act—Taking Measurable Steps Toward Growth 31:00 - Debunking the Left-Brain/Right-Brain Myth: Balancing Logic and Creativity 34:08 - Consistency Over Perfection: The Power of Small, Repeatable Actions Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. Connect with Jacque McCormack https://www.wyldfig.com/  https://hudsongroupconsulting.com/ Connect with Christie Bilbrey http://www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbrey Instagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

Today’s episode is a masterclass of the essential rules of effective storytelling for brands. Taking a strategic approach and incorporating what master storytellers have done for centuries, I share how to make your personal brand stories memorable with your audience. I provide a step-by-step breakdown of how to craft compelling stories that resonate with audiences, the power of conflict, clarity, and resolution in creating a memorable narrative.  You’ll be able to immediately implement this approach to your brand’s stories to increase engagement and improve the results of your calls to action. Timestamps: 00:00 - Introduction 00:28 - Overview of storytelling essentials 00:55 - Importance of storytelling for personal branding, business growth, and being memorable 02:16 - The Three-Act Play format: Breaking down the classic storytelling structure 04:08 - Introduction to my six-step story structure for effective storytelling 05:14 - Setting the scene: How to paint a picture that captures attention 08:07 - Using conflict to create connection and build brand relatability 12:52 - Demonstrating transformation: Showing evolution in your brand narrative 14:21 - Crafting a resolution and the power of a clear call to action 15:04 - Ensuring the call to action aligns with the audience’s emotional journey and brand objectives Key Takeaways for Business Leaders: Incorporate Conflict Early for Engagement: To captivate an audience, introduce conflict early in your storytelling. Business leaders should frame challenges or disruptions that align with their brand values, ensuring the narrative is both engaging and authentic. Use Visual Details to Set the Scene: When telling your brand story, be precise and vivid with details. This technique not only helps your audience visualize the scenario but also makes your narrative more memorable, engaging both their conscious and subconscious minds. Show Vulnerability to Build Trust: Sharing personal struggles and pivotal moments humanizes you as a leader. CEOs can leverage this vulnerability to foster deeper connections with their audience, making their brand not only memorable but also more trustworthy. Conclude with a Clear Call to Action: Every brand story should end with a purposeful and actionable outcome. Ensure that the resolution motivates your audience to take a specific, aligned action, driving both their engagement and your business objectives forward. Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. How to reach Christie Bilbrey http://www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbreyInstagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guestingCreate Your Buyer Persona: https://bit.ly/3H4Q2Hw

In today’s episode, we dive into a topic that you must have if you want to step out of your comfort zone and grow your personal brand or career - strategies and mindsets you can cling to when emotions try to overwhelm you and derail your efforts and goals.  Whether you want to build your platform, create more videos and speak publicly, make a significant career pivot, or overcome leadership challenges, you need to learn how to set aside fear and other emotions that can hold you back, and clearly identify and take the right steps forward at the right time.  To discuss this critical topic, I am joined by Beth Forester, CEO of Animoto, an online video editing company. She shares her journey from running a successful photography business in West Virginia for 20 years to becoming the CEO of a tech company in New York City.  We explore how Beth leveraged personal and professional experiences to make bold moves, the frameworks she used to guide her decision-making, and the mindsets that enabled her to pivot during times of uncertainty. She offers insights on business growth, navigating corporate leadership, and the importance of choosing courage over comfort. Timestamps: 00:00 - Introduction and Beth Forester’s background: From entrepreneur to CEO 00:55 - Beth’s belief in the power of video storytelling 01:54 - Early entrepreneurial ventures: Selling items from yard sales 03:01 - Creating and managing a parking lot business at age 16 06:58 - Turning a photography hobby into a business 08:02 - The importance of goal-setting in business growth 12:13 - Challenges of running a creative business and maintaining profitability 15:36 - Beth’s advice on managing fear and navigating financial uncertainty 17:33 - Using frameworks to make logical decisions and minimize emotional reactions 20:55 - Beth’s decision to close her photography business and  join Animoto  22:45 - Beth’s difficult decision to move from West Virginia to New York City 24:49 - Overcoming fear and taking a career leap, despite making less money initially 30:17 - Transitioning to CEO and the importance of setting clear goals and expectations 36:38 - The emotional challenges of becoming CEO and feeling isolated 38:10 - Animoto’s focus on solving problems in video creation Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. How to reach Beth Forester https://animoto.com https://www.linkedin.com/in/bethforester How to reach Christie Bilbrey https://www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbreyInstagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

Today’s episode is the first of three solo episodes centered around brand storytelling. This episode explores how rethinking your brand story can propel your business forward. Find out how to humanize your brand through storytelling, creating an emotional connection with your audience, and why it’s crucial to go beyond just competence and pricing when presenting yourself to prospects. Timestamps: 00:00 Introduction: Why Brand Storytelling Matters for Growth 00:26 The Importance of Story in Building Client Loyalty 01:42 The Risk of Being Viewed as a Commodity 03:46 Identifying What Makes You Unique: Personal Stories and Experiences 05:08 The Difference Between a Story and a Resume 06:04 Using Universal Emotions to Relate to Your Audience 08:42 The Role of Vulnerability in Building Trust 10:19 Differentiating Your Brand in a Saturated Market 11:35 How to Craft Brand Stories that Inspire Action Key Takeaways for Business Leaders: Personal Stories Build Loyalty: Business leaders should focus on sharing personal stories that highlight their unique approach and values. This moves your brand from being seen as a commodity to one that clients feel emotionally connected to, fostering long-term loyalty. Embrace Vulnerability for Trust: Trust is the foundation of strong business relationships. Sharing the challenges you’ve faced and how you overcame them will make your brand more relatable and human, which helps establish trust with both clients and collaborators. Universal Emotions Create Connection: Whether your target audience includes CEOs or consumers, using universal emotions in your storytelling, such as fear, isolation, or triumph, allows you to connect with people from diverse backgrounds on a deeper level, making your brand memorable. Inspire Action Through Strategic Storytelling: Effective brand stories aren’t just about sharing accomplishments. They should be aligned with your audience's desires or fears and motivate them to take the next step, whether that’s becoming a client or engaging with your brand in a new way. Rate, Review, & Follow on Apple Podcasts & Spotify Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. How to reach Christie Bilbrey www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbrey/ Instagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guestingCreate Your Buyer Persona: https://bit.ly/3H4Q2Hw

In today’s episode, my guest is Vanessa Morcom, founder of Morcom Media, a performance PR agency for thought leaders. We explore how businesses can stand out in the media by personalizing their brand, the importance of defining a strong brand before pursuing media opportunities, and how to differentiate your brand in a crowded marketplace. Vanessa shares actionable advice on identifying your brand archetype, creating media-ready assets, and building helpful pitches for journalists. She also offers insights on maximizing media coverage through repurposing content and leveraging your PR wins across multiple platforms. Timestamps: 00:00 – Introduction to the episode and Vanessa Morcom’s background 01:15 – Vanessa shares her unexpected entry into PR through an event for Paris Hilton 05:00 – The importance of building a personal brand before pursuing media opportunities 07:55 – Why brand differentiation is critical in today’s saturated media landscape 09:00 – Steps to define your brand strategy with archetypes 12:15 – How brand archetypes create an emotional connection with your audience 17:00 – Case study: Positioning a luxury lingerie brand using the "sage" and "lover" archetypes 20:45 – Essential components of a media-ready press kit for both B2B and B2C companies 28:00 – Building helpful pitches for journalists with customized pitches 32:45 – Maximizing your media coverage by repurposing it across various channels 40:13 – Vanessa’s final thoughts on the importance of self-awareness and authenticity in media Key Takeaways: Brand Differentiation is Essential – Before approaching the media, it’s critical to establish a clear and authentic brand identity. Your messaging needs to stand out in a crowded marketplace, and aligning your brand with an archetype can create deeper connections with your target audience. Be Media-Ready with the Right Assets – Success in media requires preparation. Invest in high-quality visuals, strong website copy, and a comprehensive press kit that includes key messaging, talking points, and consistent branding. This allows your brand to maximize media opportunities when they arise. Write Successful Pitches for Journalists – Tailored, specific pitches are key to capturing a journalist’s attention. Instead of mass emails, focus on quality over quantity by researching the journalist’s beat and offering relevant stories that align with their past work and interests. Maximize Media Opportunities – Media coverage should be leveraged across multiple channels. Repurpose content for social media, newsletters, and future media pitches to extend its impact. Strategic follow-ups with other publications can also keep your story in the news cycle. Rate, Review, & Follow on Apple Podcasts & Spotify “I love Christie and The Business That Story Built podcast!” Does that sound like you? Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. How to reach Vanessa Morcom morcom.media  [email protected]  https://www.linkedin.com/in/vanessamorcom https://www.instagram.com/vanessamorcom  How to reach Christie Bilbrey www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbrey/ Instagram: https://instagram.com/christiebilbrey  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

In today’s episode, my guest is Ashley Mason, the founder of Dash of Social, a content marketing agency. We explore how social media can transform your brand, where business leaders should begin with personal branding, the role of humanized content, what no longer works, and areas to pay attention.  Ashley shares actionable advice on content pillars, avoiding social media burnout, and which platforms can help business leaders in B2B establish thought leadership and increase brand visibility. Timestamps: 00:00 - Introduction to the episode and Ashley Mason’s background 02:33 - Ashley’s journey into content marketing and social media 04:12 - Where business leaders should begin with personal branding: Focus on content pillars and goals 05:45 - How to pick the right social platforms based on audience demographics 06:31 - Tips for maintaining consistency on social media to avoid burnout 08:09 - Importance of mixing personal and professional content to build trust 10:21 - Avoiding burnout: Batch content creation and focus on inspired content 12:50 - Quick tips for upleveling your LinkedIn presence 14:14 - Optimizing LinkedIn profiles: Headline, bio, and career history 17:14 - Metrics that matter: Why likes are a vanity metric 19:12 - The importance of “lurkers” and long-term social media impact 20:45 - Avoiding outdated strategies: Creative ways to keep engagement high on LinkedIn 22:11 - Hashtags on LinkedIn and other platforms: Do they still matter 24:45 - B2B on TikTok: How to make it work for business leaders 28:23 - Building a content bank for TikTok and creating searchable content 29:52 - Twitter (X) for personal branding: Industry-specific use cases Key Takeaways: Start with Clear Content Pillars: Before diving into social media, identify your content pillars—what you want to be known for. This helps focus your strategy and ensures your message aligns with your goals and target audience. Consistency Over Frequency: Posting consistently, even just once a week, is more effective than trying to flood your audience with content. The goal is to establish a rhythm that your followers can depend on, which keeps you top of mind without burning out. Humanize Your Brand: Personal content that shows the human side of your leadership is key to building trust. Sharing achievements, challenges, and personal insights makes your audience relate to you and, in turn, more likely to engage with your brand. Metrics Beyond Likes: Focus on metrics that show deeper engagement, like comments, shares, and direct website traffic. These are more meaningful indicators of whether your content is resonating with your audience than likes alone. Rate, Review, & Follow on Apple Podcasts & Spotify “I love Christie and The Business That Story Built podcast!” Does that sound like you? Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business. On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode! For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars. How to reach Ashley Mason www.dashofsocial.com www.linkedin.com/in/ashleyjeanmason www.twitter.com/ashjeanmason www.instagram.com/dashofsocial How to reach Christie Bilbrey www.christiebilbrey.com [email protected]   LinkedIn: https://www.linkedin.com/in/christiebilbrey/ Instagram: https://instagram.com/christiebilbrey Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting