What Is Marketing... Really?

Building Community Instead of Competition

What happens when creatives stop competing with each other — and start building together? In this episode of The Back Office, Dalayna Dillon sits down with photographers and entrepreneurs Courtni Miller and Mekala Stiek, co-founders of The Called & Creative, to talk about community, creativity, and building the kind of support system they wish they would’ve had when they first started their businesses. As independent photographers and business owners, Courtni and Mekala know firsthand how isolating and competitive the creative industry can feel. That experience led them to create The Called & Creative — a photography education and community platform designed to equip, encourage, and connect photographers, especially women navigating the early stages of business. This conversation dives into the realities of creative entrepreneurship, the emotional side of comparison and competition, and why collaboration often creates more growth than guarding information ever could. They also share the vision behind their podcast, their upcoming educational course for wedding photographers, and the lessons they’ve learned while building businesses rooted in both creativity and community. If you’re a creative, service provider, or entrepreneur trying to build something meaningful while finding your place in a crowded industry, this episode will encourage you to keep going — and remind you that you don’t have to build alone. No one has it fully figured out. But we’re building anyway. Show Notes Guests: Courtni Miller & Mekala Stiek  Businesses:  • The Called & Creative  • Miller Image & Motion  • Till the Dawn Photo Co. Courtni Miller and Mekala Stiek are photographers, entrepreneurs, and co-founders of The Called & Creative, a photography education and community platform created to support photographers through mentorship, education, and connection. In addition to running their own successful photography businesses — Miller Image & Motion and Till the Dawn Photo Co. — the two launched The Called & Creative as a way to create the kind of community and educational resources they felt were missing when they first entered the industry. Together, they host The Called & Creative Photography Podcast and are currently developing an educational course for photographers interested in entering the wedding industry. Their mission is centered around helping creatives grow with confidence, community, and clarity. Find them online at: Till the Dawn Photo Co. Website: https://book.usesession.com/i/eJyEVwOVnM Facebook: https://www.facebook.com/tillthedawnphotoco/ Instagram: https://www.instagram.com/tillthedawnphotoco/ Miller Image & Motion Website: https://millerimageandmotion.com/ Facebook: https://www.facebook.com/millerimageandmotion/ Instagram: https://www.instagram.com/millerimageandmotion/ The Called & Creative Facebook: https://www.facebook.com/calledandcreativeeducation/ Instagram: https://www.instagram.com/calledandcreativeeducation/ About The Back Office Hosted by Dalayna Dillon Founder & Creative Director of Signify Marketing The Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses. Facebook/Instagram: @signifymarketingsocial  www.signifymarketing.social

What Year One of Business Actually Teaches You

What does year one of business actually teach you? In this episode of The Back Office, Dalayna Dillon sits down with Paul Stansberry, owner of PLS Balance My Books, for an honest conversation about the realities of building a business from the ground up. From branding and pricing to systems, technology, and relationships, Paul shares the lessons learned during the first year of entrepreneurship — including the mistakes, pivots, and mindset shifts that shaped the business along the way. This conversation goes beyond bookkeeping. It’s about what happens when theory meets reality. What starts to matter. What stops mattering. And how small business owners learn to navigate uncertainty while trying to build something sustainable. Together, Dalayna and Paul unpack: * Why relationships outperformed advertising * The costly lessons of underpricing * How systems and technology impact growth * The emotional pressure of entrepreneurship * Why adaptability matters more than perfection This episode is packed with practical insight for business owners in any stage — especially those navigating the early years of building. No one has it fully figured out.  But we’re building anyway. Show Notes Guest: Paul Stansberry Business: PLS Balance My Books Paul Stansberry is the owner of PLS Balance My Books, a bookkeeping and business support company focused on helping small businesses build stronger financial systems and operate with greater clarity. After launching the business with a focus on trust, communication, and community, Paul quickly learned that year one of entrepreneurship tests far more than technical skill. Through real-world experience, he gained insight into branding, pricing, client relationships, systems, and the emotional realities that come with building a business from scratch. This episode highlights the lessons learned during the first year of business ownership and offers practical wisdom for entrepreneurs navigating growth, uncertainty, and decision-making. In This Episode, We Discuss • Why Paul decided to launch PLS Balance My Books  • The importance of starting with purpose and strategy  • Why branding matters more than small businesses think  • The difference between branding and advertising  • How relationships outperformed paid advertising in year one  • Why networking and community involvement mattered  • Technology and systems as a growth strategy  • Simplifying software and maximizing existing tools  • How AI is changing business operations and strategy  • The hard lessons learned from underpricing services  • Scope creep and profitability challenges  • Pricing for value instead of effort  • Mistakes made during year one of business  • The emotional side of entrepreneurship and impostor syndrome  • The pressure of uncertainty and wearing multiple hats  • What resilience actually looks like in business  • Advice for entrepreneurs navigating year one Find them online at: Website: https://www.plsbalancemybooks.com/ [https://www.plsbalancemybooks.com/] Facebook: https://www.facebook.com/plsbalancemybooks [https://www.facebook.com/plsbalancemybooks] LinkedIn: https://www.linkedin.com/company/plsbalancemybooks [https://www.linkedin.com/company/plsbalancemybooks] About The Back Office Hosted by Dalayna Dillon Founder & Creative Director of Signify Marketing The Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses. Facebook/Instagram: @signifymarketingsocial  www.signifymarketing.social

Creating Calm Through Business and Community

What if organization wasn’t just about cleaning up a space — but creating clarity in someone’s life? In this episode of The Back Office, Dalayna Dillon sits down with Britian Augustine, owner of Sort’N Thru It and founder of The Giving Room, to explore what it looks like to build a service-based business rooted in both transformation and impact. Britian shares how her passion for decluttering and organization evolved into a growing business, and how her work extends far beyond aesthetics. Through her experience working inside clients’ homes, she’s seen firsthand how physical spaces often reflect deeper emotional and mental patterns — and how intentional organization can create a sense of calm, control, and forward movement. The conversation also dives into the story behind The Giving Room, a nonprofit created to support individuals and families rebuilding their lives after difficult circumstances. From recovery to domestic transitions, Britian’s work is helping turn empty spaces into environments that feel safe, welcoming, and full of possibility. This episode explores the intersection of business, purpose, and community — and what it means to build something that serves people in a meaningful way. No one has it fully figured out.  But we’re building anyway. Show Notes Guest: Britian Augustine Business: Sort’N Thru It Nonprofit: The Giving Room Location: Tulsa, Oklahoma Britian Augustine is a professional organizer and business owner based in Tulsa, Oklahoma. Since launching Sort’N Thru It in 2021, she has helped individuals and families transform their homes into functional, organized spaces designed to support everyday life. Through her work, Britian has developed a deep understanding of how clutter, organization, and environment impact not just physical space, but emotional well-being and daily routines. In addition to her business, Britian is the founder of The Giving Room, a nonprofit dedicated to supporting individuals and families transitioning out of difficult circumstances. The organization provides furniture, household essentials, and thoughtfully designed spaces to help people rebuild their lives with dignity and stability. Find her online at: https://www.sortnthruit.com/ [https://www.sortnthruit.com/] https://www.facebook.com/SortNThruIt/ [https://www.facebook.com/SortNThruIt/] https://www.instagram.com/sortnthruit/ [https://www.instagram.com/sortnthruit/]  https://givingroomministries.com/ [https://givingroomministries.com/] About The Back Office Hosted by Dalayna Dillon Founder & Creative Director of Signify Marketing The Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses. Facebook/Instagram: @signifymarketingsocial  www.signifymarketing.social

What Is Marketing... Really?

What is marketing… really? In this Strategy Session episode of The Back Office [/the-back-office-podcast], Dalayna Dillon sits down with marketing professional Brad Buchert to unpack one of the most misunderstood concepts in business. Because marketing is not just social media.  It’s not just ads.  And it’s definitely not just posting content. Strong marketing is the alignment of messaging, positioning, branding, customer experience, communication, trust, and strategy — all working together toward a specific goal. Throughout the conversation, Dalayna [/about] and Brad break down why so many businesses struggle with marketing, the difference between tactics and strategy, and why marketing problems are often actually operational problems in disguise. They also discuss: * Why social media is only one piece of the puzzle * How marketing has evolved over the last several years * Why businesses chase tactics instead of building strategy * What strong marketing actually looks like * And how businesses can simplify and strengthen their marketing approach If you’ve ever felt overwhelmed, frustrated, or confused by marketing, this episode brings clarity to the conversation. Because the goal isn’t to do everything. It’s to communicate the right thing clearly and consistently. No one has it fully figured out.  But we’re building anyway. Show Notes Hosts: Dalayna Dillon & Brad Buchert This month’s Strategy Session focuses on one of the most common — and most misunderstood — questions in business: What is marketing? Drawing from years of experience in branding, communication, strategy, and business growth, Dalayna and Brad unpack the misconceptions surrounding modern marketing and explain why effective marketing is much deeper than social media content or advertising campaigns. This episode challenges business owners to think beyond tactics and begin viewing marketing as a complete ecosystem made up of communication, trust, positioning, customer experience, and intentional strategy. Whether you’re a business owner, creative, entrepreneur, or marketer yourself, this conversation will help simplify marketing and provide a stronger framework for understanding how effective businesses actually grow. In This Episode, We Discuss • Why marketing is so misunderstood • The difference between marketing, advertising, branding, and sales • Why social media is not the same as marketing • Marketing as communication and trust-building • Why businesses often blame marketing for operational issues • The difference between tactics and strategy • Why businesses chase trends and platforms • What makes marketing effective long-term • How marketing has changed over the last 5 years • Principles that still matter regardless of platform • Why consistency still matters in modern marketing • The relationship between customer experience and marketing • What strong, aligned marketing actually looks like • Questions every business should ask before creating content About Strategy Sessions Strategy Sessions are monthly episodes of The Back Office focused on deeper conversations around marketing, leadership, communication, business growth, and strategic decision-making. These episodes are designed to help business owners think more clearly and build more intentionally. About The Back Office Hosted by Dalayna Dillon Founder & Creative Director of Signify Marketing The Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses. Facebook/Instagram: @signifymarketingsocial  www.signifymarketing.social

What 5 Years of Entrepreneurship Taught Me

This month marks 5 years of Signify Marketing. So for this special bonus episode of The Back Office, we’re flipping the script. Instead of asking the questions, Dalayna Dillon sits in the guest seat as Danette Dillon leads a conversation reflecting on the realities of building a business over the last five years — the wins, the pivots, the failures, the lessons, and the things entrepreneurship teaches you that no one can fully prepare you for. This isn’t a polished “success story” conversation. It’s an honest look at what it actually takes to keep building. Throughout the episode, Dalayna shares: - What surprised her most about entrepreneurship - The hard lessons that shaped Signify Marketing - What didn’t work the way she expected - How marketing has changed over the last five years The emotional realities of leadership and business ownership This conversation is reflective, strategic, and deeply honest — especially for business owners navigating uncertainty, pressure, and the constant process of learning while building. Because behind every business is a person trying to figure it out in real time. No one has it fully figured out.  But we’re building anyway. Show Notes Guest: Dalayna Dillon Host: Danette Dillon Business: Signify Marketing Dalayna Dillon is the founder and creative director of Signify Marketing, a marketing and strategy company focused on helping businesses grow through intentional communication, branding, content strategy, and relationship-driven marketing. Over the last five years, Signify has worked alongside businesses across multiple industries, helping organizations strengthen their visibility, messaging, marketing systems, and community impact. In this special bonus episode celebrating Signify Marketing’s 5-year anniversary, Dalayna reflects on the realities of entrepreneurship, leadership, marketing, and the lessons learned through building a business over the last half decade. In This Episode, We Discuss • Why Dalayna started Signify Marketing  • What entrepreneurship looked like in the early days  • Expectations vs reality in business ownership  • What surprised her most over the last 5 years  • The principles that still matter regardless of changing tactics  • Hard seasons, setbacks, and lessons learned  • What didn’t work the way she expected  • The most rewarding part of helping businesses grow  • What the future of Signify Marketing looks like About The Back Office Hosted by Dalayna Dillon Founder & Creative Director of Signify Marketing The Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses. Facebook/Instagram: @signifymarketingsocial  www.signifymarketing.social