The Brand Compass

Shelley Röstlund

A show hosted by Shelley Röstlund, a brand strategist who teaches subject matter experts to transform their expertise into a momentum-building brand machine. Shelley supports micro entrepreneurs to approach brand building in a system-led way. She encourages them to answer the tough “why” questions to help distill their vision, value-driven offer and support the crafting of well thought-through messaging. The show’s episodes are designed to: > emphasise branding principles that are relevant for small businesses > heighten the importance of being an authentic voice in world of murky, overstretched newsfeeds > stretch your perception of value and realise that the ‘intangible’ has value > encourage you to let go of the products, actions or decisions that no longer serve you Shelley is joined by specialists, business leaders and micro business brand owners who all have 'lessons learnt' (through failures and successes) to share with you. Their candid discussions of the reality behind building their own brands will help to give you confidence in making better decisions for you and your business. We invite you to subscribe to the Brand Compass and listen openly to Shelley and her guests as they bring fun back into your work day and gently provoke having those conversations you are a little hesitant to have. You’re in safe hands. Join us. read less
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Episodes

EP044 | Put the Human Experience At The Heart of What You Do, with Shelley Röstlund
1w ago
EP044 | Put the Human Experience At The Heart of What You Do, with Shelley Röstlund
In this episode:For me, brand experience, and even your personal brand experience, is all about how you want your clients to feel with they come into contact with you, work with you or even just communicate with you. It's the 4D experience that encompasses sight, sound, emotions and the physical experience.As service providers, sometimes we may fall into the trap of thinking: “what can we do? We don't have a physical product that we deliver and a customer unpacks or unwraps, so what are we talking about here?”There are so many invisible and visible touch points in your client's journey - you just have to sit down and think about it.In this episode I share the joyful centre of Will Guidara’s ‘Unreasonable Hospitality’ concept, why it’s important to ‘codify’ your brand experience, and also open your mind up to the possibility that even you, as a subject matter expert and service provider, have many opportunities for beautiful, emotive touchpoints to consider in your brand experience. - - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP043 | The Artificial Intelligence Butterfly Effect, with Izabela Russell
24-05-2024
EP043 | The Artificial Intelligence Butterfly Effect, with Izabela Russell
In this episode:If you are regular listener, you’ll know that I’ve tinkered on the edge of the topic of Artificial Intelligence now in a few episodes. You will have heard me speaking to Stephen Ruse, my IP lawyer friend, as we openly tried to work out between us what impact AI will have on our ownership and rights to the use of our physical likeness and voice.I have also been talking at length about why it’s so important for you not to panic, but to really lean into working out how you are going to stand out and survive what’s coming.In this episode, I go much deeper. My guest is highly tuned into this topic I want to get into, and that’s about where Artificial Intelligence intersects with us as subject matter experts. Are we a dying breed?I have this slight concern about the impact AI will have on subject matter exerts and their process of learning and honing their craft in their space, and what the quality of expert professionalism looks like in the future.This is not a negative episode at all. I’m hoping it will make you sit up and pay attention – because this is going to affect you quite significantly in the next few years and I want you to be informed and be ready for what’s coming.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Izabela Russell is the CEO of Music Radio Creative (MRC), a family-owned full-service audio agency and the largest professional voice-over agency in the world.Izabela’s highly talented audio specialist husband Mike, an Adobe Certified Expert, founded the business in 2004 after a career in radio. Since then, MRC have been at the forefront of professional audio in the UK, and around the world.They have 180+ professional voice-over artists they work with to support and deliver on their client’s needs globally.Their clients range from big brands like Warner Bros, the World Health Organization, FBI, the BBC, as well as thousands of smaller businesses and solopreneurs. They work with businesses, podcasters, radio stations, DJ labels, movie production houses, advertisers, and more.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts… those who teach, educate, consult, advise or mentor others. Her specialism is in helping you uncover your genius gifts which the world needs from you and translate that into something that can be marketed and communicated in a way that’s comfortable for you.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP042 | Your Personal Brand Stories Are Sunflowers, Give Them Sunshine, with Shelley Rostlund
10-05-2024
EP042 | Your Personal Brand Stories Are Sunflowers, Give Them Sunshine, with Shelley Rostlund
In this episode:I share my recent experience speaking at You Are The Media’s Creator Day in-person event down in Poole. I am not a professional speaker – so this was a big deal for me. My nervous system went into over drive.When you listen to this episode, you’ll hear me share how I used to ‘know’ logically (at a high level in my head) about how important personal brand work is, and the element of really getting to the heart of the stories that make you YOU. And then, I got on stage at Creator Day, and got off it…and well, my friend I was smacked with real life emotional evidence of the truth of that statement.I put into practice what I teach others – i.e. identify the diverse dimensions to you and pay homage to that in your personal brand and the stories you tell. If you came to the event and you took time to come chat to me – I thank you so much for sharing yourself with me. It meant so much.What has warmed my heart since, is seeing all the content and stories that have come out from what people drew from what I shared about myself and how I navigate the world.Come listen to how my logical brain and emotional brain smacked together… at a glorious in-person gathering of 200+ amazing individuals. I share how it solidified for me why it’s important for YOU to share YOUR story, in YOUR voice… in a way that’s comfortable for YOU. - - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP041 | Build Your Human Diversity into Your Personal Brand, with Shelley Rostlund
19-04-2024
EP041 | Build Your Human Diversity into Your Personal Brand, with Shelley Rostlund
In this episode:Let’s face it – the world is a scary place right now.The level of angst that we have gotten used to living with, day in and day out, is actually quite alarming – if we allowed ourselves the time to stop and think about it.In this episode I hope you remind you of what a magnificent, complex being you are and recognise the challenge we have before us. Knowing that we are complex is one part to realising we need to gain clarity about how we speak about what we do, and how we express how we can help people, and embody the characteristics that others can resonate and connect with.I call this your human diversity. The dimensions to you which go further than your credentials and experience. The quicker you identify, articulate and embrace your human diversity, the faster you will be ready to overpower any risk of AI replacing human-driven work in your field.Come join me. Let’s remember why humans will rise, even with Artificial Intelligence biting at our heels.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP040 | Artificial Intelligence right now, and where your creative ownership lies, with Stephen Ruse
05-04-2024
EP040 | Artificial Intelligence right now, and where your creative ownership lies, with Stephen Ruse
In this episode: I have brought my friend and Intellectual Property (IP) genius Stephen Ruse back on the show so we can chew on the fat that is: Artificial Intelligence. You will have first met him on episode 20 when we talked about copyright and what you can secure, in terms of what you design or create inside your business.There is so much going on right now and it’s all moving incredibly fast. We take a step back and do a realistic view of the world (right now – as at 5 April 2024) to see how this onslaught of AI is affecting our right to ownership of the things we are creating for ourselves, as well as where the risks lie in others using our value, voice or even likeness without our permission.Come listen to our conversation and see how you feel afterwards in weighing up the fears and risks with the potential for good, which artificial intelligence also holds for us all, as subject matter experts. - - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Stephen Ruse is a senior associate at Howes Percival, a legal firm which has 7 offices in the UK and supports clients around the world. Stephen’s specialism is in Intellectual Property and IT - he advises his clients on areas like: registering and protecting their trademarks, IT and Software agreements, and in commercialising their IP.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP039 | Unique Points of Human Difference, with Shelley Rostlund
22-03-2024
EP039 | Unique Points of Human Difference, with Shelley Rostlund
In this episode:People choose you because of your unique points of (human) difference. In this episode I walk you through why I think you need to go a bit further in your personal brand work and find these unique human elements of you that are hidden. These are the things that will actually be the things that people will resonate more with – that a list of why you are ‘great’ at what you do, your track record of success and your qualifications.This may come as a surprise – but at the moment, your ideal clients are indeed…HUMAN. They laugh, cry, giggle, moan and groan – just like you. They want to see how you are similar to them and whether you will understand them. They want to trust you.Come listen as I walk through 8 places you can find some of your unique points of human difference. (And I have a shout out to two regular listeners who reached out to let me know when they listen and which episodes stood out for them.)- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP038 | Solve the Right Problem for the Right People, with Imogen Jones
08-03-2024
EP038 | Solve the Right Problem for the Right People, with Imogen Jones
In this episode:Have you noticed ‘muddy messaging’ when you are at local networking? People who do their pitch or ‘60second’ and you are none the wiser as to what they exactly do, or who they work with?Well, this episode was inspired by my experience of that, in a few different environments.  My feeling is that really: (a) people are struggling to work out who they are (in the eyes of others), and (b) they have not really worked out what the problem is that they solve for their ideal clients.In this episode we tackle the second of those struggles: really understanding what the problem is that you are solving. To help me, I have brought on a friend who is gifted in the wisdom of people and we dig deep into helping you really unpick the actual problem YOU are solving as a service provider - as opposed to the one you THINK you are.Join us. You won’t regret it.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Imogen Jones is a marketing strategist who helps clients to gain clarity on the deep motivational needs of their ideal clients, and craft offers that REALLY solve their unbearable aches.With 20 years-experience working in marketing and customer-focussed roles inside marketing research and healthcare businesses, today runs her own freelance consulting business.As a strategic marketeer, Imogen is creative and intuitively empathetic to understanding the position of the customer. She is the ultimate people person.Imogen also works on personal brand strategy and podcast management at specialist marketing agency, Harbour 32, with Shelley Rostlund.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines. ==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP037 | The Stories We Tell, Reveal Who We Are, with Mark Franklin
23-02-2024
EP037 | The Stories We Tell, Reveal Who We Are, with Mark Franklin
In this episode:We talk about STORIES.The reasons our friends, colleagues and clients are drawn to us is because of who we are, and the stories we tell. Now, those stories could be the catchy ones you tell around a campfire, but more often than not – they are actually more subtle than that.In this discussion with my talented guest, I want to open your mind up to the possibility that there are stories you tell yourself which impact how you come across to the outside world AND, there are stories that you have control over - to influence exactly what that impact looks like.Stories and personal branding go hand-in-hand and, hopefully, by the end of this episode - that will have become increasing clear for you.To help me with this topic, I invited someone who comes from a magical world of stories and children’s books, and is more than qualified to navigate us through how to tackle course-correcting some of the stories we have swirling around us in our heads and in our businesses.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Mark Franklin is a mindset expert and business strategist who helps business owners and leaders flow from inertia to victory by embracing their fears. He hails from 20+ years in leading the social selling division of an award-winning children’s publishers in the UK and Europe.After years of working with thousands of independent solo-preneurs, he is uniquely talented in supporting people to distil their ‘WHY’, articulate their ideal future and help them tell more meaningful stories.Today he runs his own coaching, training and consultancy business, and works with Shelley on branding in their agency business called Harbour 32.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP036 | Brand Experience is nothing without MEANING, with Shelley Rostlund
09-02-2024
EP036 | Brand Experience is nothing without MEANING, with Shelley Rostlund
In this episode:Brand Experience is not just for big brands like Disney, Netflix, Nike, Virgin or Nobu, it’s actually pretty crucial for microbusinesses too.For us, as smaller businesses, how people FEEL when they work with you is even more important than it is for bigger businesses. We have so much more at stake and less leeway for getting things wrong. In fact, I’d go so far as to say that for micro businesses, brand experience needs to be one of your top priorities in order to survive the turbulence and fickleness that our digital world puts on to our economic welfare.Listen to this episode where I dig into how baking MEANING into your experience is essential and how this will transform your client loyalty and retention.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts… those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a moment-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP035 | Offer Positioning for Subject Matter Experts with Shelley Rostlund
22-12-2023
EP035 | Offer Positioning for Subject Matter Experts with Shelley Rostlund
In this episode:I dig into the meaty topic of ‘POSITIONING” in this solo episode.Spending time on your positioning is a highly rewarding way to really know how you are literally going to position your messaging and branding around the problem you solve and who you solve it for. It also informs your pricing.In this discussion I walk you through my simple three service priority areas I have developed after being inspired by Michael Hyatt’s thinking around Vision, Alignment and Execution. This will help you to quickly spot a starting point for your positioning work. I also give you advice on where to look if you are wanting to increase profitability.Join me won’t you? You may need a notebook for this one.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies. South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP034 | Personal Brand - Being Comfortable to be MORE you, more of the time
08-12-2023
EP034 | Personal Brand - Being Comfortable to be MORE you, more of the time
In this episode:This episode is about a topic that burns bright, burns out, then returns again. Have you ever asked yourself: how on earth, in this digital world, do you separate your personal YOU from your work YOU?Well, I’m here to tell you my friend – you are asking the wrong question.  What you should be asking yourself is: how can you comfortably be MORE you, MORE of the time?Today we live in a weirdly freer and more accessible world, however we are more overwhelmed, stretched and agitated by channels and the sheer quantity of information and data thrown our way.Match that with changing working environments and tools that facilitate more online working and less in-person time and I can understand why this topic of “when exactly do I switch off being work me, to shift into casual, personal me?”Join me in this conversation where I share why this age-old concept of personal brand is really a structure that you can use to help you navigate including all of the dimensions of you...the fuller YOU…into your every day. Yes – that includes work too.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP033 | Get Uncomfortable. Grab The Opportunity To Speak More In Public, with Jackie Goddard
24-11-2023
EP033 | Get Uncomfortable. Grab The Opportunity To Speak More In Public, with Jackie Goddard
In this episode:Speaking is something we have all experienced from other people. As professionals we attend conferences, events and even professional development opportunities and there is always someone up on a stage in front of us.What if that SOMEONE…could be you?Have you thought about adding speaking to your toolkit of how to get in front of your audiences and gain more visibility as an expert in your field?OR – do you quiver just with the thought of it, but realise that it’s probably a pretty valuable thing to be able to do?This episode is for you. I have asked just the right person to come and chat to us about what speaking looks like, as well as how and why we should get uncomfortable and give it a go. “Feel the fear and do it anyway.” As they say. Yikes. I’m feeling the fear myself having been asked to speak on a stage in the near future and it’s not my natural habitat (YET….)- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Jackie Goddard who is Speaking Trainer and Coach who helps business owners, leaders and authors to gain confidence delivering paid talks to share their knowledge and leverage their authority in their space. She is on a mission to empower yearning speakers to get excited about sharing their ideas, stories and life lessons.  She teaches her clients how to craft engaging talks, use their voice and breath better and sharpen their overall performance skills. Jackie has over 25 years of experience working in and around the performing arts as an actor, director, producer, and teacher, facilitating acting and voice workshops.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.  South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP032 | Regain joy from 1-2-1 service, with focus and simplicity, with Janine Coombes
10-11-2023
EP032 | Regain joy from 1-2-1 service, with focus and simplicity, with Janine Coombes
In this episode:I’m excited to have this conversation with THIS guest today. She is a smart cookie.She will help you to shift your thinking around one-to-one services.As I see it, we, as service providers, have three deep challenges:We have to extract our extraordinary value from our heads and shape it into something that other people understand and grasp.We need to match our knowledge and what we can do with a REAL NEED in a client or customer and create a solutionWe then have to decide how we deliver that solution to the client to bring about the results we promise.My guest on this episode is going to drum home the message of “pick one” offer (or service) and get this right…before you start to build. We will specifically work on Number 2 above.Now, I want you to listen openly to our conversation and see what could be possible for you, if this type of service is your preference.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Janine Coombes is a Service Positioning Expert who helps coaches and consultants to earn drastically more from their 1-2-1 services without slogging their guts out or moving to a more complicated business model. She has an extensive background in business and marketing including working with big brands like EE, Orange and EuropcarWhat I love is that Janine’s hands-on experience is also backed by formal training. She has a business degree, a post-graduate marketing diploma (CIM Dip) and for the last 7 years has been helping small, service-based business owners to position and sell their offers. She regularly speaks on stages like Atomicon, You Are The Media and MarketEd.Live.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP031 | Smart Profit Comes from Strategic Product Ecosystems
27-10-2023
EP031 | Smart Profit Comes from Strategic Product Ecosystems
In this episode:I thought it was time we had a little more of an educational or practical episode. This is a workshop-type episode with a download (no email needed) to help you do the work.I dig into the concept of product ecosystems and the five categories of products or services you will have in a well-functioning ecosystem I know how easy it is for service-based businesses to:over-think and over-complicate their offerscompeting with themselves (I explain this)have growth (annoyingly) stumped purely by ambiguity Grab a pen, a piece of paper (or download my worksheet), and some Lego®️ (I explain in the episode) and…join me.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP030 | Inspiration vs Intimidation...in your Brand Experience, with Shelley Rostlund
13-10-2023
EP030 | Inspiration vs Intimidation...in your Brand Experience, with Shelley Rostlund
In this episode:I discuss the dichotomy of: is there a point when you think you are inspiring someone, but actually you are just throwing so much out there (in your passion to get it out), that you are quite frankly…intimidating people.This conversation is (obviously) heavily tainted by my own subjective opinion on this. But I’d invite you to consider this dichotomy with me and get in touch to let me know your thoughts. Why do I think this important? How we behave and project ourselves to the outside world, has an impact on who we attract to work with us and that affects our quality of life and work. It’s important to know when, and if, what you think of as inspiring is actually being experienced as intimating.As consultants, coaches, mentors or advisers to others, I would hope we would really rather not intimate our clients. In my experience that has always been a tactic that disengages and shortens the life time you have with a client.Join me in this conversation where I’m going to come at this from an observational point of view so that it helps you to calibrate where you sit on this spectrum.- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machine.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP029 | Knowing which freelancers are right for you, with Liz Jostes
29-09-2023
EP029 | Knowing which freelancers are right for you, with Liz Jostes
In this episode:There is a point in your journey as a solopreneur or micro business owner, where you’ll need to start asking for some REAL help. (So…not your friend Kevin who tinkers with websites, your neighbour Sue who does a bit of writing in the evenings and Jill’s son Rory who is great at Art and can snap you up something special for your social graphics.)I’m talking about proper help, the deep and talented kind that makes the difference. When you get to that point in time, and it can happen any time really – you will find yourself having to answer some reality checking questions like:-       What is it that you really do? -       What’s the problem you are solving?-       How do you solve it differently to others?-       How do you make your clients feel?-       What are their pains, aches and challenges?-       Where is your business going into the future?And, I’m not even going to go into the even more detailed nuances you’ll have to wrap your head around – like visual styling, audio branding, colours, and fonts.Yes, I’m talking about when you have to engage freelancers, consultants or an agency to help you to pull your professional socks up to be a grown-up brand that wants to not only be taken more seriously – but wants to be smarter at how they are doing business.Come join me, as I talk to my guest about how you will be able to distinguish the ‘cheap’ help from the help that will make the difference. - - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Liz Jostes is a Digital Marketing Consultant and co-founded her agency Eli Rose in 2011. They offer online marketing, social ads, and content strategy for small businesses and internal teams.Her corporate employed background, before starting her business, was centred around consumer behaviour and buying habits. She is highly tuned into what causes a customer to make the buying decisions they do. Perfect for a digital marketing consultant!𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP028 | Proficient Expert or Thought-leading Visionary, with Shelley Rostlund
15-09-2023
EP028 | Proficient Expert or Thought-leading Visionary, with Shelley Rostlund
In this episode:I’m going to stretch your thinking a bit and play with what the difference is between a subject matter expert and a thought leader. And…how do we recognise someone as “thought leading”. I’m going to share what I think they have in their professional toolbox.In essence, my gut feeling is that there is a top tier of 20 to 25% of subject matter experts who can be described as thought-leading.  These special, insightful experts have this extra ability to look at things on a much larger, macro level and they can almost perceptively feel the winds of change. Join me in this conversation where I share the 5 items I think are in the metaphorical toolbox of a Thought Leader. Perhaps you may recognise one or two of them from your own toolbox of gifts. (Whoa…you have the makings of a thought leader, my friend!)- - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢: Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies. South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP027 | The Power of Sustainable Visibility®, with Mai-kee Tsang
01-09-2023
EP027 | The Power of Sustainable Visibility®, with Mai-kee Tsang
In this episode:How often do you hear people (usually marketeers or do-gooders who fancy themselves as marketeers) say: “YOU HAVE TO BE VISIBLE.”Well, I’ve been more of a subscriber to the idea of: “do what works and be consistent.” (And, I am a marketeer by broad trade terms.)However, I’d invite you to approach this ‘having to be visible all the time’ thought, and balance it with fresh insight from my guest, Mai-kee.She learnt the hard way about what certain kinds, and levels, of visibility activities ended up being harmful for her. Today she teaches others to re-evaluate whether they are safeguarding themselves and others first – before dashing head long into doing MORE.After listening to this episode, you will realise that IT IS possible to be quieter, and still, more of the time and…less frenetic and focused on pace. By being quieter, you will still have impact – it may even be MORE meaningful for you and your audiences if you do.Come join us. You will not regret it.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢:Mai-kee Tsang (She/Her) is The Sustainable Visibility® Mentor, ICF Certified Trauma-Conscious Leadership Coach, Podcast Guesting Strategist and Public Speaker.She helps socially conscious leaders become sustainably visible so they can continue to make a deeper difference to those they serve - all without compromising their own capacity, safety and values in the process.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).
EP026 [POD BITE] Growth can mean BETTER, and not necessarily MORE
18-08-2023
EP026 [POD BITE] Growth can mean BETTER, and not necessarily MORE
In this POD BITE episode:A short, digestible tid-bit to snack on as a quick reflective prompt, a rally for new thinking, or to just throw a challenge out there for you to take up - should you choose to. These are dropped in between my normal episodes.This episode is about thinking about growth differently. I’m going to invite you to think that may NOT be about increasing what you are doing or generating MORE, it may be about being smarter and better at what you already doing.Are you feeling frustrated…knowing that you want things to be better, but you just don't know what better looks like? I tackle this with the people who come and do my group programme with me.How do we move from frustration to freedom? Well, first take a step back, breathe. Then click ‘listen’.I’ll help you to think about this a bit more. - - -𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All normal episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version). There is no video available for POD BITE episodes, like this one.
EP025 | Design a Hybrid Service With An Online Course, with Glen Long
04-08-2023
EP025 | Design a Hybrid Service With An Online Course, with Glen Long
In this episode:Have you contemplated creating a course or online programme in your business? I’m not a fan of the hype of “build a course” and they will come. In fact, building a course or a programme is not an easy journey, but it also doesn’t have to be hard.I decided we need to dig into this, on the show, so that maybe I can open you up more to the benefits of looking at diversifying how to capture and harness your knowledge and ultimately how to deliver it in different ways to your ideal clients.My guest today is well versed on this and when he and I got to talking about the subject, I knew instantly that we were coming from the same angle on this – because he and I are really grafters – we aren’t afraid of hard work and believe that there needs to be thought and process baked into how you approach this course or programme building situation.Come join us. I even share some of my behind-the-scenes experiences of building my group programme.- - -𝗚𝗨𝗘𝗦𝗧 𝗕𝗜𝗢: Glen Long is an Online Course Creation consultant, teacher and mentor. His background is steeped in learning and he gained his experience building successful courses for a well-known online entrepreneur that generated over $1 million and served more than 1,000 paying students.Glen is an unusual chap in that he also used to work for BBC Comedy Online where he was a script editor and producer working with writers and performers to create viral comedy clips.Today he helps business owners create effective and engaging courses which blend seamlessly with their offline services and heighten the value for their ideal clients.𝗦𝗛𝗘𝗟𝗟𝗘𝗬 𝗥𝗢̈𝗦𝗧𝗟𝗨𝗡𝗗 𝗕𝗜𝗢:Shelley is a systems-led brand strategist working with knowledge experts…those who teach, educate, consult, advise or mentor others. Her specialism is in value propositions, the product eco-system sitting inside brand strategies.South African born and British-grown, Shelley has worked with 150+ brands across 30+ industries through her consultancy and agency work, and spends the majority of her time running her group programme, teaching micro businesses how to transform their expertise into a momentum-building brand machines.==================All episodes are video recorded and can be watched in the website show notes at shelleyrostlund.com/podcast, or on YouTube. (Click here for the full audio transcribed version).