The Business That Story Built

93: Do You Really Need a Personal Brand?

In this episode, I tackle one of the most common questions I’m asked: “Do I really need a personal brand?” Many professionals secretly hope the answer is no, but the truth is, if you’re leading a business, driving growth, or representing your organization publicly, the answer is absolutely yes. I explain who benefits most from building a personal brand and share the three key reasons it’s essential: visibility, connection, and credibility. I also discuss how personal brands have evolved far beyond influencer culture and why every leader must intentionally shape how they show up online. By the end, you’ll understand exactly what makes a personal brand effective and how it can strengthen trust, drive business opportunities, and safeguard your reputation in the age of AI and digital search. Timestamps: 00:00 Introduction: Why I started my business and how storytelling changed everything 00:33 The most common question I get: Do I need a personal brand? 01:21 Who needs a personal brand and why leadership visibility matters 02:13 Why personal branding isn’t just for influencers anymore 03:08 The recruiter’s perspective: How social media reveals what your resume can’t 03:56 How people vet you online before connecting and what they’re looking for 04:19 Reason #1: Visibility and why showing up online drives opportunities 04:47 Reason #2: Connection and why people buy from people, not faceless brands 05:30 Real client example: How consistent storytelling attracts inbound leads 06:15 The importance of being relatable and polarizing in a positive way 06:54 Reason #3: Credibility and how earned media and AI search shape perception 07:36 How to shape your narrative and define what you want to be known for 07:56 Where to show up for maximum impact: social media, podcasts, and press 09:39 Final thoughts: How personal branding fuels growth, reputation, and trust Key Takeaways: Be deliberate about how you’re perceived online: If you don’t define what you want to be known for, algorithms and others will do it for you. Decide on the specific topics and values that reflect your expertise and consistently create content around them so your narrative stays in your control. Visibility drives credibility: People and AI search engines are constantly evaluating digital footprints. When you show up on social media, in articles, or on podcasts, you reinforce expertise and authority in places your audience already trusts. Connection starts with authenticity: Your personality and perspective are your strongest differentiators. Let people hear your voice and see your values, so they can decide early whether you’re the right fit. This saves time and attracts clients who are genuinely aligned with your brand. Earned media multiplies trust: Third-party credibility from respected outlets and platforms is powerful. A well-placed article, podcast, or feature signals that others see you as a trusted expert, making it easier for new audiences to believe in your expertise and engage. Consistent storytelling compounds over time: Each appearance, post, or quote adds another layer to your public identity. The more consistent and visible you are, the more momentum you build in attracting opportunities and establishing long-term influence. 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 [https://podcasts.apple.com/us/podcast/the-business-that-story-built/id1468020215], 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 [https://open.spotify.com/show/4XhXAIb73KwYn5kxqyLvQz] 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.stellanovamedia.com [http://www.christiebilbrey.com] info@stellanovamedia.com [info@stellanovamedia.com] LinkedIn: https://www.linkedin.com/in/christiebilbrey [https://www.linkedin.com/in/christiebilbrey/] Instagram: https://instagram.com/stellanovamedia [https://instagram.com/stellanovamedia]

92: Cracker Barrel Crisis Management Lessons

In this episode, I examine Cracker Barrel’s rebrand disaster that dominated social media and the news last week. The company traded its nostalgic, country-store feel and iconic “Old Timer” logo for a modernized version that customers called bland, sterile, and soulless. The backlash was immediate and relentless: negative headlines, viral videos, and $143 million in lost market value. At first, Cracker Barrel dismissed critics as a “vocal minority” and insisted most people loved the changes. But late yesterday, they reversed course, scrapping the new logo and promising to bring back the Old Timer after finally acknowledging their customers’ voices. I break down how Cracker Barrel mishandled its crisis, why their reversal is only a first step, and what lessons any business can learn about protecting its brand identity, listening early, and turning customer feedback into meaningful action. Timestamps: 00:00 Introduction and update on why this episode shifted focus 01:10 Cracker Barrel’s rebrand rollout and why customers felt betrayed 02:18 What effective crisis management should look like — listen, admit, connect, act, communicate 03:10 The costly fallout: stock down $143 million and daily negative headlines 03:40 How Cracker Barrel dismissed loyal customers as a “vocal minority” 04:08 Why the Old Timer logo mattered to the brand’s identity and culture 05:22 Lessons from Coca-Cola’s New Coke disaster and recovery 06:15 Takeaway #1: Listen early and acknowledge problems before backlash snowballs 06:45 Takeaway #2: Protect the distinctive qualities that make your brand irreplaceable 07:20 Takeaway #3: Turn feedback into action and communicate changes publicly 07:43 Why having a PR crisis plan in place is essential — insights from Pat Ford (episode 65) 09:07 How our PR firm helps companies build visibility, credibility, and growth strategies Key Takeaways: * Listen early and admit problems quickly. Waiting to acknowledge a crisis makes the damage worse. Cracker Barrel didn’t publicly recognize customer frustration until millions in value were already lost. Early acknowledgment can stop the hemorrhaging before it escalates. * Protect what makes your brand unique. Cracker Barrel’s country-store aesthetic, rocking chairs, and Old Timer logo weren’t just decorations, they were the emotional anchors of the brand. Diluting what sets you apart erodes loyalty and gives customers less reason to stay. * Turn customer feedback into visible action. Bringing back the Old Timer logo was a good first step, but only because it showed loyal voices had an impact. Publicly turning feedback into change restores credibility and proves customer relationships matter. * Have a crisis plan in place before you need it. Crises unfold in real time under high stress. As Pat Ford emphasized in episode 65, knowing who leads communications, how decisions flow, and what steps to take is the only way to manage effectively in a PR crisis that often feels like the “fog of war.” 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 [https://podcasts.apple.com/us/podcast/the-business-that-story-built/id1468020215], 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 [https://open.spotify.com/show/4XhXAIb73KwYn5kxqyLvQz] 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.stellanovamedia.com [http://www.christiebilbrey.com] info@stellanovamedia.com [hello@christiebilbrey.com]   LinkedIn: https://www.linkedin.com/in/christiebilbrey [https://www.linkedin.com/in/christiebilbrey/] Instagram: https://instagram.com/stellanovamedia [https://instagram.com/stellanovamedia]

91: Why Your Message Isn’t Landing & How to Fix It

Most messaging doesn’t fail because the idea is bad. It fails because it’s unclear. In this episode, I break down a messaging framework to communicate your message clearly and effectively. Timestamps: * 00:00 Introduction: Why even experienced professionals struggle with marketing themselves * 00:56 The high stakes of messaging—how the right words can win clients, funding, or even save a business * 02:22 Why pre-communication strategy is critical: understanding the heart of your message before you share it * 03:27 How to test if your message is clear: Why simplicity and avoiding jargon are non-negotiable * 05:22 Structure your message into a clear story framework so it resonates and drives action. * 06:53 What every message needs: A clear next step that guides your audience to take action * 08:04 The 'Grandma Test': How to ensure your message is simple enough for anyone to understand * 09:01 How our PR firm can help businesses refine messaging for visibility and growth 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 [https://podcasts.apple.com/us/podcast/the-business-that-story-built/id1468020215], 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 [https://open.spotify.com/show/4XhXAIb73KwYn5kxqyLvQz] 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 [http://www.christiebilbrey.com] hello@christiebilbrey.com [hello@christiebilbrey.com]   LinkedIn: https://www.linkedin.com/in/christiebilbrey [https://www.linkedin.com/in/christiebilbrey/] Instagram: https://instagram.com/christiebilbrey [https://instagram.com/christiebilbrey]  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting [https://bit.ly/pod-guesting] Create Your Buyer Persona: https://bit.ly/3H4Q2Hw [https://bit.ly/3H4Q2Hw]

90: Why a Podcast May Be Your Best Marketing Strategy Yet

Podcasting isn’t just a content channel—it’s a direct path to authority, high-value networking, and lead generation. But does it make sense for every business? In this episode, I break down who should start a podcast—and who shouldn’t—so you can make an informed decision before investing time and resources. A well-executed podcast builds trust with a highly engaged audience, attracts qualified leads who are already interested in your perspective, and creates organic opportunities for partnerships and sales conversations. It also increases visibility in search engines, making it easier to get discovered by media, event organizers, and other industry leaders. Timestamps: * 00:00 Introduction to the benefits of podcasting * 01:00 Establishing authority and search engine visibility * 02:30 Audience engagement and loyalty in podcasting * 04:00 The power of authenticity in podcasting * 05:30 Podcasting as a lead generation tool * 07:00 The networking benefits of having guests * 08:30 How podcasting creates media and business opportunities * 10:00 Who should consider starting a podcast * 11:30 Business types that benefit most from podcasting * 13:00 Local vs. national/global podcast strategies * 14:30 Strategic considerations before launching a podcast 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 [https://podcasts.apple.com/us/podcast/the-business-that-story-built/id1468020215], 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 [https://open.spotify.com/show/4XhXAIb73KwYn5kxqyLvQz] 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 [http://www.christiebilbrey.com] hello@christiebilbrey.com [hello@christiebilbrey.com]   LinkedIn: https://www.linkedin.com/in/christiebilbrey [https://www.linkedin.com/in/christiebilbrey/] Instagram: https://instagram.com/christiebilbrey [https://instagram.com/christiebilbrey]  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting [https://bit.ly/pod-guesting] Create Your Buyer Persona: https://bit.ly/3H4Q2Hw [https://bit.ly/3H4Q2Hw]

89: Smart Investments & Strategic Leadership for Long-Term Growth with Patricia Lizarraga

In today’s episode, I speak with Patricia Lizarraga, managing partner at Hypatia Capital. She founded the Hypatia Women CEO ETF, the only investment fund dedicated to publicly traded companies led by women. After decades on Wall Street, she’s seen firsthand what separates high-performing leaders from those who struggle to scale. From funding pitfalls to marketing missteps to the power of bold decision-making, we unpack the key strategies that drive business success. Timestamps: 00:00 Introduction to Patricia Lizarraga and Hypatia Capital 02:00 Patricia’s path to Wall Street 06:00 Discovering a market gap in 2015 10:00 Her realization that women-led companies outperform 14:30 Challenges and insights of marketing an ETF 19:45 Raising capital and building an advisory board 25:00 Key business trends for 2025 Connect with Patricia Lizarraga www.wceoetf.com [http://www.wceoetf.com/] http://www.hypatiainvestathon.com/ www.hypatiainvestathon.com [http://www.hypatiainvestathon.com/] LinkedIn: https://www.linkedin.com/in/patricializarraga/ [https://www.linkedin.com/in/patricializarraga/]   patricia.lizarraga@hypatiacapital.com Connect with Christie Bilbrey http://www.christiebilbrey.com [http://www.christiebilbrey.com] hello@christiebilbrey.com [hello@christiebilbrey.com]   LinkedIn: https://www.linkedin.com/in/christiebilbrey [https://www.linkedin.com/in/christiebilbrey/] Instagram: https://instagram.com/christiebilbrey [https://instagram.com/christiebilbrey]  Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting [https://bit.ly/pod-guesting]