Audience-Centric Design That Goes Beyond A Basic Logo with Calvina Nguyen

Today we’re talking about my offer ecosystem—how it’s designed to feed into itself, how it’s evolved over the past nearly 7 years, and who it’s for. And we’re talking about this for 2 main reasons: as always, so that you can put some fresh perspective and inspiration as you reimagine your own offer suite. And so that you know how it might look and feel to work with me on your values-aligned messaging, marketing, and decision-making.  PS: This is the last episode, either forever or for an indeterminate amount of time. Thanks for listening. Stay connected. And wishing you all the best of luck and tons of confident, meaningful action, now and in the months and years to come. For the full show notes, visit https://www.ashleesang.com/episode104   RESOURCES MENTIONED: Listen to Episode 55—Reimagining The Podcast: https://www.ashleesang.com/episode55 Listen to Episode 92—Reckoning With My Why (+ 14 Prompts To Connect You With Yours): https://www.ashleesang.com/episode92 Book a Private About You Audit: https://www.ashleesang.com/audit Check out the next public About You Audit: https://ashleesang.com/aboutyou Listen to Episode 95—First Impressions “About You Audit” Feedback with Angelica Evilsizor: https://www.ashleesang.com/episode95 Book a Quick Win Consulting Call: http://www.ashleesang.com/quickwin Book a month of Messaging Momentum: https://www.ashleesang.com/month Learn more about the Messages That Matter Intensive: https://www.ashleesang.com/vip Listen to Episode 58—Betting On Yourself with Jordan Gill: https://www.ashleesang.com/episode58 Join Conscious Marketing, Curated: https://www.ashleesang.com/curated Download these conscious marketing templates: https://www.ashleesang.com/resources Listen to Episode 72—Harnessing The Power of Positive Peer Pressure: https://www.ashleesang.com/episode72 Try your own Empathy Map: https://medium.com/@davegray/updated-empathy-map-canvas-46df22df3c8a Listen to my Episode 5—Imagining Your Dream Work Life with Lexi Merritt: https://www.ashleesang.com/episode5 Chat with me in a 15/15 Advise & Ask session: https://www.ashleesang.com/1515 Listen to Episode 22—Outsourcing for a Sustainable Business with Davey and Daphnah (The Eco Helper): https://www.ashleesang.com/episode22 Check out all my current services: https://www.ashleesang.com/services   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit  Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang 

I’m so excited to chat with Emily Dean, Messaging Strategist & Founder of Bolt & Bloom. She’s on a mission to get more women founders to the $1 million mark—without burning out. And she’s doing it by combining her corporate marketing chops with a deep belief that women should put themselves first. We talk about messaging being your brand’s soul and DNA personified, wellbeing as a core KPI, and the power of brevity. It’s a conversation that mixes work with woo in all the best, most actionable ways. For the full show notes, visit https://www.ashleesang.com/episode103   RESOURCES MENTIONED: Check out Bolt & Bloom: https://www.boltandbloom.com Join Ladies Who Strategize: https://lws.community Listen to Episode 17—Challenging The Status Quo with Arden Evenson: https://www.ashleesang.com/episode17 Check out Emily’s Brand Edge Map: https://boltandbloom.thrivecart.com/brand-edge-map/ Read my thoughts around “why” and “to what end” exercises: https://ashleesang.com/making-your-mission-tangible-when-the-big-picture-feels-too-bigmaking-your-mission-tangible-when-the-big-picture-feels-too-bigmaking-your-mission-tangible-2 Check out Megan Hale’s money programs: https://meganhale.co/programs Read Company of One: https://www.goodreads.com/book/show/37570605-company-of-one Connect with Emily on LinkedIn: https://www.linkedin.com/in/emilyjdean Follow Emily on Instagram: https://www.instagram.com/mledean   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang  Send me a voice memo: https://www.speakpipe.com/AshleeSang  Email me: mailto:[email protected] 

It can be really tricky finding the balance between the private and public parts of yourself in an online business or any sort of personal brand. The good news is, there’s a way (or a million different ways) to show your personal side WITHOUT sacrificing your privacy. And that personal touch, that human element is SO essential when it comes to empathetic, conscious, human-first marketing and business. For the full show notes, visit https://www.ashleesang.com/episode102   RESOURCES MENTIONED: Sign up for Conscious Marketing, Curated: https://www.ashleesang.com/curated Listen to Episode 56—Daring To Do Things Differently with Mai-Kee Tsang: https://www.ashleesang.com/episode56 Listen to the Values-Aligned Money playlist: https://open.spotify.com/playlist/5qTleeW7ckPtQJ1UWjZNWv   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit  Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang 

I’m so excited to chat with Angelica Evilsizor. If ever there was a case for taking the time to increase your self-awareness, this episode is it. Angelica shares vulnerable stories, useful prompts, and a beautiful way of viewing life and business. And she gives herself and everyone in her orbit permission to be perfect here and now, while leaving space for “better”. For the full show notes, visit https://www.ashleesang.com/episode101   RESOURCES MENTIONED: Check out Perfectly Better: www.perfectlybetter.co Listen to my live About You Audit with Angelica: https://www.ashleesang.com/episode95 Grab her Menstrual Tracker: https://perfectlybetter.co/collections/all Follow Angelica on Instagram: https://www.instagram.com/perfectly_better Connect with Angelica’s VA & Coaching Business: https://www.instagram.com/techy.girl.magic Listen to my interview with Yellow Co Founder Joanna: https://www.ashleesang.com/episode29   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang  Send me a voice memo: https://www.speakpipe.com/AshleeSang  Email me: mailto:[email protected] 

In this interactive episode for overthinkers and verbal processors, I’m inviting you to think your ideas out loud (or at LEAST on paper) so that you can take action.  Because caring, thinking, and feeling deeply is only detrimental when it prevents us from taking action. When we conflate the thinking and the researching and the planning with the actual doing. The best idea that’s never tested or shared doesn’t make an impact. It doesn’t change anyone’s life, including your own. And it doesn’t create a lasting legacy.  So, let’s do something about that overthinking loop, together. Go on a walk, pull out your voice memos, open a journal, or grab a group you trust to reflect, then act in alignment with your values. For the full show notes, visit https://www.ashleesang.com/episode100   RESOURCES MENTIONED: Listen to Episode 50—Celebrating Milestones For Continued Momentum: https://www.ashleesang.com/episode50 Listen to Episode 99—Reclaiming Perfectionism (Not Recovering From It): https://www.ashleesang.com/episode99 Join our Conscious Marketing Circle: https://www.ashleesang.com/circle Check out Conscious Marketing, Curated: https://www.ashleesang.com/curated Read Sahil Bloom’s Curiosity Chronicle: https://www.sahilbloom.com/newsletter   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit  Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang 

We can lean into and celebrate our perfectionism wherever and however it brings us joy. Forget about recovering from something that inherently drives us. Instead, we can reclaim the fact that we love closing the gap between reality and the ideal.  I unpack a potentially life-changing book about perfectionism, synthesizing big-picture themes and, of course, drawing parallels to values-aligned business and decision-making. For the full show notes, visit https://www.ashleesang.com/episode99   RESOURCES MENTIONED: Read The Perfectionist’s Guide To Losing Control: https://www.katherinemorganschafler.com/thebook Listen to my interview with Cate: https://www.ashleesang.com/episode51 Read all my favorite quotes and passages from the book: www.ashleesang.com/episode99 Check out Katherine’s other work: https://www.katherinemorganschafler.com   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit  Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang 

I’m so excited to chat with Calvina Nguyen—Founder, CEO, and Creative Director of Your Brand Spark. She approaches design with a highly adaptive, audience-centric, values-forward take. And she ditches the traditional design agency process along the way. For the full show notes, visit https://www.ashleesang.com/episode98   RESOURCES MENTIONED: Check out Your Brand Spark: https://yourbrandspark.com Listen to my interview with Yellow Co Founder Joanna Waterfall: https://www.ashleesang.com/episode29 Book a call with Calvina: https://yourbrandspark.com/connect Connect with Calvina on LinkedIn: https://www.linkedin.com/in/calvinanguyen Follow Calvina on Instagram: https://www.instagram.com/yourbrandspark   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang  Send me a voice memo: https://www.speakpipe.com/AshleeSang  Email me: mailto:[email protected] 

Brands, founders, and audiences aren’t static—they grow and change. In this episode, we explore the sweet spot between staying consistent and being flexible. We get into the nitty gritty of how values and audience alignment can guide your decision-making and keep you consistent, no matter the context.  For the full show notes, visit https://www.ashleesang.com/episode97   RESOURCES MENTIONED: Listen to Episode 61—Committing To Consistency Amidst Constant Change: https://www.ashleesang.com/episode61 Listen to Episode 59—Living Out Your Brand Values: https://www.ashleesang.com/episode59 Listen to Episode 65—Leaning Into Your Values For Unconventional Impact: https://www.ashleesang.com/episode65 Download the Live Out Your Brand Values Guided Workbook: https://www.ashleesang.com/valuesworkbook Original email from Seth Godin: https://p.feedblitz.com/r3.asp?l=200664803&f=1081591&c=11726078&u=75761537 Book a Quick Win Consulting Call with me: https://www.ashleesang.com/quickwin Listen to Episode 24—Ditch The Niche, Define The Audience, Connect On A Human Level: https://www.ashleesang.com/episode24 Download the Power To The Persona Guided Template: https://www.ashleesang.com/persona Download the Consistency Checklist: https://www.ashleesang.com/consistency   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit  Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang 

I’m so excited to chat with Heather Vickery, Transformation Coach and Community Builder of Vickery and Co. Heather is such a fun blend of being science-and-certification-backed, but intuition-driven. This shines through in both the vulnerable stories she shares and in her coaching practice. She leads by example by fully embracing herself and her capacity for bravery and joy, which gives her community (and now you!) permission to do the same. For the full show notes, visit https://www.ashleesang.com/episode96   RESOURCES MENTIONED: Check out Vickery & Co: https://www.vickeryandco.com Listen to Episode 29—Embracing The New & Unknown with Joanna Waterfall: https://www.ashleesang.com/episode29 Listen to Episode 72—Harnessing The Power of Positive Peer Pressure: https://www.ashleesang.com/episode72 Email Heather [email protected] Connect with Heather on LinkedIn: https://www.linkedin.com/in/heather-vickery Join us in Costa Rica in January 2026 (and use code PURPOSE for $100 off): https://vickeryandco.com/costa-rica Sign up for a free About You Audit on August 25: https://lu.ma/user/ashleesang Join the Spark Collective: https://vickeryandco.com/spark Read Heather’s Substack: https://braveheathervickery.substack.com Listen to my interview with our mutual friend Cate: https://www.ashleesang.com/episode51 Listen to this Jereshia Said podcast episode about trauma vs traumatization: https://podcasts.apple.com/us/podcast/jereshia-said/id1438629390?i=1000708290949   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang  Send me a voice memo: https://www.speakpipe.com/AshleeSang  Email me: mailto:[email protected] 

In this special semi-solo episode, I’m live auditing the Instagram profile of Angelica Evilsizor. Giving first impressions feedback is one of my favorite things to do because it’s how most people experience your profile, website, and brand. The tweaks I suggest and ideas I leave for you to consider can go a long way in connecting with the perfect-fit people you want to be in relationship with.  I do live audits like this quarterly-ish via public About You Audits and anytime via Private About You Audits. Both are linked below! And bonus: come back for episode 101 when I do a full interview with Angelica! For the full show notes, visit https://www.ashleesang.com/episode95   RESOURCES MENTIONED: Listen to my Guidance Group experience in 72—Harnessing The Power of Positive Peer Pressure: https://www.ashleesang.com/episode72 Follow Angelica on Instagram: https://www.instagram.com/perfectly_better Sign up for the free About You Audit on August 25: https://lu.ma/user/ashleesang Grab a private About You Audit: https://www.ashleesang.com/audit   CONTINUE THE CONVERSATION: Sign up for the Toward Purpose & Progress Newsletter: http://www.ashleesang.com/orbit Download A Visionary’s Guide To Elevator Pitches to talk to real people about what you do and why it matters: https://ashleesang.com/podcastfreebie  Download the About Page Architect to connect with the people who need and want what you have to share: https://ashleesang.com/about-page-architect/  Book a free Alignment Call to chat about if we're the right fit to work together: https://www.ashleesang.com/align  Follow me on Instagram: http://www.instagram.com/ashleesangconsulting  Add me on LinkedIn: http://www.linkedin.com/in/ashleesang  Send me a voice memo: https://www.speakpipe.com/AshleeSang  Email me: mailto:[email protected]