In this podcast episode, host Rob Lawrence interviews Julie Murray, a marketing expert and business coach.

Julie shares practical advice on building a strong brand for small businesses, highlighting the importance of defining a core purpose or "why" before focusing on logos or campaigns.

Julie reveals how brand personality, customer feedback, and founder involvement can shape brand success. Julie also explores the impact of AI on marketing, strategies for overcoming resistance to self-promotion, and the value of clear goals and consistent messaging to help you grow your business.

Listen out for Julie's actionable tips for entrepreneurs, founders, and owners alike, looking to create and grow meaningful brands, products, services, and businesses.

In this episode, you'll learn:

Julie’s Background and Experience (00:01:56) Julie shares her marketing career, corporate roles, and transition to running her own agency and coaching business.

The Importance of Defining Your “Why” (00:04:38) Julie explains why small businesses must clarify their core purpose before focusing on logos and marketing materials.

Uncovering Brand Essence Through Personal Stories (00:06:26) Julie shares how personal highs and lows help reveal authentic brand purpose and target audience.

Branding Is More Than a Logo (00:07:31) Julie suggests that branding goes beyond visual identity and can be revisited at any stage of business.

Rebranding and Brand Audits (00:08:16) Julie advises on reviewing brand relevance, customer feedback, and standing out in the market.

Brand Personality and Customer Feedback (00:09:52) The conversation covers developing a brand personality and using customer feedback to differentiate and improve.

Scaling Brand Culture and Consistency (00:12:03) Julie highlights the importance of brand culture, founder influence, and consistency as businesses grow.

Involving Team and Customers in Branding (00:12:58) Julie suggests involving employees, customers, and partners in shaping and evolving the brand.

Using Customer Feedback as Marketing Content (00:13:52) Julie explains how to collect, use, and share customer feedback and testimonials as marketing material.

Defining Brand by What It Isn’t (00:15:15) Julie recommends clarifying brand identity by listing what the business is not, to sharpen focus.

Finding Brand Uniqueness and Energy (00:17:24) Julie discusses following passion and energy to discover a brand’s unique voice and resonance.

Case Study: The Power of “Why” in Positioning (00:17:57) Julie shares a story about a home care business, illustrating how uncovering the founder’s “why” transformed the brand.

Aligning Passion, Skills, and Market Need (00:21:25) Julie introduces the “IKIGAI” model—success comes from combining passion, expertise, and market demand: what you are good at and what people will pay for.

Breakthroughs in Brand Clarity (00:22:18) Julie describes how clients reach clarity through questioning, reflection, and external feedback.

Balancing Passion and Market Demand (00:23:56) Julie addresses the challenge of when passion doesn’t align with what people will pay for, and the need for honest...