The Turbo Branding Show

When Your Brand Name Hurts Your Business: From Rebrand to Successful Sale

What happens when a once-powerful brand name suddenly starts working against your business?    In this episode of The Turbo Branding Show, Liz Brohan shares how she recognized the warning signs, led a strategic rebrand from CBD Marketing to 2.718 Marketing, and used that transition to strengthen the company’s future. From team buy-in to client confidence to eventual sale readiness, Liz offers a masterclass in evolving your brand at the right time.  Episode Highlights:  The Rebrand Trigger Liz's agency, CBD Marketing, ran into an unexpected problem when the cannabis industry boomed — "CBD" became a blocked keyword in corporate email systems, and her clients were becoming the punchline of boardroom jokes. She knew it was time to rebrand.  Finding the New Name: 2.718 Marketing The team used a structured brainstorming process — keyword exercises, dot-board visualization, and AI experimentation — before their Executive Creative Director, Mary Olivieri, landed on 2.718, also known as Euler's number, a mathematical constant at the root of exponential growth. It is perfectly aligned with their mission to drive growth for clients.  The Rebranding Process  * Started with internal branding — getting all 40 employees aligned and able to tell the story in their own words  * Conducted qualitative research with existing clients to build comfort and continuity  * The full rebrand, including a new website, took six months  Selling the Agency When Liz decided to retire, culture fit was her top priority in finding a buyer — she wanted a soft landing for her team. The eventual buyer came through her professional network, a longtime colleague she'd had regular lunches with. Her advice: start networking long before you plan to exit.  What Buyers Look For  * Premier and mid-cap client relationships with longevity  * Strong revenue and margins  * A leadership team willing to stay on  The Podcasts  * Words of Wisdom from Kick Ass Women — grew out of a book series Liz's agency produced at five-year milestones; she retained this brand when she sold the agency and turned it into a podcast  * B2B No Bull — co-hosted with her brother Mark Brogan, focused on cutting through jargon to give marketers clear, actionable insights they can take to leadership  Shoutout Flint Rock, founded by Meg Goodman — a multimedia firm producing podcasts, webinars, and conference content.    What resonated most with you from this episode? Are you holding onto a brand identity that no longer serves your vision?  Follow Us & Share Your Insights on Branding and Growth:    LinkedIn: https://www.linkedin.com/in/suekirchner/ [https://www.linkedin.com/in/suekirchner/]  Instagram: https://www.instagram.com/brandstrongmarketing/ [https://www.instagram.com/brandstrongmarketing/]  Facebook: https://www.facebook.com/BrandStrongMarketing [https://www.facebook.com/BrandStrongMarketing]    Connect with Liz to learn how to rebrand with confidence, strengthen market position, and prepare for future success:    Words of Wisdom from Kick-Ass Women: https://www.kick-ass-women.com/ [https://www.kick-ass-women.com/]  B2B No Bull: https://www.b2bnobull.com/ [https://www.b2bnobull.com/]  LinkedIn: https://www.linkedin.com/in/liz-brohan-8130291/ [https://www.linkedin.com/in/liz-brohan-8130291/]    If You Enjoyed This Episode  Don’t forget to subscribe to The Turbo Branding Show for more inspiring conversations to ignite your growth by leveraging your brand!    YouTube: https://www.youtube.com/@brandstrongmarketing [https://www.youtube.com/@brandstrongmarketing]  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-turbo-branding-show/id1771868942 [https://podcasts.apple.com/us/podcast/the-turbo-branding-show/id1771868942]  Spotify: https://open.spotify.com/show/36WHgCvt5CcgBkQVye4xp4?si=a59dfc28e6034b1a [https://open.spotify.com/show/36WHgCvt5CcgBkQVye4xp4?si=a59dfc28e6034b1a]    Subscribe to Our Newsletter    Get actionable branding insights, episode highlights, and strategic resources to help you grow faster:  https://brandstrongmarketing.com/stay-in-touch/ [https://brandstrongmarketing.com/stay-in-touch/]    🔔 Turn on notifications so you never miss a new episode.    #TheTurboBrandingShow #SueKirchner #BrandStrongMarketing #IgniteBigGrowthByLeveragingYourBrand #LizBrohan #B2BMarketing #RebrandingStrategy #BrandGrowth #BusinessExit #AgencyLeadership #MarketingStrategy #LeadGeneration #BusinessGrowth #PodcastHost #BrandClarity

Want To Build a Strong Brand? Create a Community.

Learn how to build a brand that brings people together into a powerful community.    In this episode of The Turbo Branding Show, Joyce Shulman, serial entrepreneur and business coach, shares why sustainable brands are rooted in delivering real value and how community becomes the ultimate growth engine. Drawing from her experience building and scaling multiple multimillion-dollar companies, Joyce breaks down the critical difference between building an audience and creating a true community—one that fuels connection, loyalty, and long-term success.  Episode Highlights:  Joyce is a serial entrepreneur who has founded, led, and exited multiple multi-million dollar companies across consumer products, digital media, and wellness. She started her first company in law school, and after an early business failure that wiped out nearly everything, she rebuilt and has been building ever since.    Building from Personal Need Joyce's most successful businesses — including Macaroni Kid, 99 Walks, and Blue Moon Mahjong — all came from identifying real gaps in her own life. Macaroni Kid was born from the question her young kids asked daily: "Mommy, what are we going to do today?" It scaled to 550 communities across the US and Canada.    What Actually Builds a Sustainable Brand At the core of every successful brand is delivering meaningful value. Logo, colors, and aesthetics matter, but long-term growth comes from solving a real problem for real people.    Community vs. Audience Joyce draws a sharp distinction between the two. Your email list and social followers are your audience. A community forms when members share a common purpose, communicate with each other (not just with you), and feel a sense of identity and belonging. When community clicks, members bring people they care about into it — becoming your best marketers.    Keeping Core Values Alive Many organizations write their core values down and then shelve them. Joyce emphasizes that you have to keep circling back, tying values to real decisions — both what you choose to do and what you choose not to do.    Coaching at the Intersection of Personal & Professional Joyce rejects the idea that "it's not personal, it's just business." Entrepreneurs and high-performing women bring their whole selves to their work — which is a superpower, but also leaves them vulnerable to self-doubt, imposter syndrome, and limiting beliefs when things get hard.    Decoupling the Founder from the Brand As a company scales, founders often have to step back from being the face of everything. That requires delegation, empowering others, and being honest about the ego piece that comes with letting go.    The Ten Touch Strategy Joyce's signature framework for building a business: reach out to ten people per week and invite them into a focused conversation around your goal. Simple, but not easy.    What It Takes to Be an Entrepreneur Self-motivation, the right amount of naivety, honesty about your strengths and gaps, willingness to hire great help, and the discipline to work on the business — not just in it. Above all, a genuine drive to solve a problem and make things better for people.    The Thread Through Everything Joyce believes human beings need connection more than ever. Every business she has built has been, at its heart, about creating opportunities for people to form meaningful connections with each other.    LinkedIn: https://www.linkedin.com/in/suekirchner/ [https://www.linkedin.com/in/suekirchner/]  Instagram: https://www.instagram.com/brandstrongmarketing/ [https://www.instagram.com/brandstrongmarketing/]  Facebook: https://www.facebook.com/BrandStrongMarketing [https://www.facebook.com/BrandStrongMarketing]    Connect with Joyce to learn how to build a brand rooted in community, deliver meaningful value, and grow with intention:    Website: http://www.joyceshulman.com [http://www.joyceshulman.com/]  LinkedIn: https://www.linkedin.com/in/joyceshulman/ [https://www.linkedin.com/in/joyceshulman/]  Instagram: https://www.instagram.com/joyce.r.shulman/ [https://www.instagram.com/joyce.r.shulman/]    Get actionable branding insights, episode highlights, and strategic resources to help you grow faster:  https://brandstrongmarketing.com/stay-in-touch/ [https://brandstrongmarketing.com/stay-in-touch/]

How to Rebrand After Buying a Business: Strategy, Stakeholders & Day One Communications

What if the success of your acquisition depends on how clearly you communicate your brand from day one? In this episode of The Turbo Branding Show, Ryan and Nancy Quinn, Owners of Quinn Design-Build Inc., share how they successfully rebranded after acquiring Schramm Construction—balancing respect for a 30-year legacy with a bold vision for future growth. They walk through the strategic decisions behind their transition, from aligning stakeholders and teams to crafting messaging that builds trust, clarity, and momentum right from the start. Episode Highlights: The Business Acquisition Ryan came to Schramm Construction as an employee, and through his relationship with the previous owner, an organic opportunity to purchase the 30-year-old company emerged. He and Nancy — both lifelong construction industry professionals — saw it as a chance to build on a strong legacy rather than start from scratch. Why They Rebranded They spent the first year focused on learning the business, building team trust, and earning client confidence before touching the brand. The rebrand wasn't reactive — it was strategic. As Nancy put it: "We didn't want to rent the name. We wanted to own our future." The Rebranding Process Working with brand strategist Sue Kirchner, Ryan and Nancy went through a structured process to define their core values, voice, tone, and target audiences. The process was more strategic than creative — clarifying who they are, not just what they look like. Day One Communications Their launch included emails, physical letters, press releases to local Fox Valley publications, and a subcontractor town hall — ensuring every stakeholder felt informed and included. Outcomes & Surprises Universally positive feedback from existing clients A local bank invited them to set up a display in their lobby for a month, generating new relationships and reconnecting with past clients Stronger sales conversations thanks to clearer positioning Increased internal team confidence and buy-in Top Advice for Business Owners Considering a Rebrand Don't change just to change — have a strategic reason Take time to understand your current brand before defining the new one Bring your team along in the journey Communicate with all stakeholders: clients, employees, subcontractors, and community partners A rebrand is a strategic journey, not an emotional one What resonated most with you from this episode? How are you approaching brand communication during times of change and transition? Follow Us & Share Your Insights on Branding and Growth: LinkedIn: https://www.linkedin.com/in/suekirchner/ Instagram: https://www.instagram.com/brandstrongmarketing/ Facebook: https://www.facebook.com/BrandStrongMarketing Connect with Ryan & Nancy to learn how to navigate rebranding after an acquisition with clarity, alignment, and confidence: Website: qdbi.net Instagram: https://www.instagram.com/qdbi.built If You Enjoyed This Episode Don’t forget to subscribe to The Turbo Branding Show for more inspiring conversations to ignite your growth by leveraging your brand! YouTube: https://www.youtube.com/@brandstrongmarketing Apple Podcasts: https://podcasts.apple.com/us/podcast/the-turbo-branding-show/id1771868942 Spotify: https://open.spotify.com/show/36WHgCvt5CcgBkQVye4xp4?si=a59dfc28e6034b1a This Episode’s Turbo Branding Exercise Download the template for the Rebrand Announcement Roadmap: https://brandstrongmarketing.com/rebrand-announcement-roadmap/ Subscribe to Our Newsletter Get actionable branding insights, episode highlights, and strategic resources to help you grow faster: https://brandstrongmarketing.com/stay-in-touch/ 🔔 Turn on notifications so you never miss a new episode. #TheTurboBrandingShow #SueKirchner #BrandStrongMarketing #IgniteBigGrowthByLeveragingYourBrand #RyanQuinn #NancyQuinn #QuinnDesignBuild #RebrandingStrategy #AcquisitionStrategy #BusinessGrowth #ConstructionIndustry #BrandClarity

The Small Business Strategy for Standing Out and Building Customer Loyalty

Discover how building a community-first brand can unlock deeper loyalty and long-term growth. In this episode of The Turbo Branding Show, Sharon Ringier, Founder of the Possible Woman Collective and Possible Woman Magazine, shares how she transformed her brand into a powerful movement rooted in connection, consistency, and community. With over 20 years of entrepreneurial experience, Sharon reveals how branded experiences—from meaningful everyday connections to standout moments like Times Square—can build confidence, deepen loyalty, and create lasting impact far beyond traditional marketing. Episode Highlights: Sharon's Journey — Sharon began as an event planner before pivoting to women's empowerment. After hosting a women's conference in 2016, the demand for ongoing community led her to launch the Possible Woman Collaborative in April 2018. Brand as a Movement — Sharon explains that her brand isn't just a business — it's a lifestyle she lives every day. She meets new connections everywhere (including Walmart!) and her personal and professional identity are seamlessly aligned. Why Women? — Inspired by her single mother, her empowering grandmother, and her own experience as a female entrepreneur, Sharon built a safe, judgment-free space where women can support each other without mansplaining or limiting beliefs holding them back. Branded Experiences in Action — Sharon's signature New York Times Square billboard experience gives women visibility, confidence, and a tangible moment to celebrate themselves — paired with magazine features, interviews, and community connection before, during, and after the event. Redefining ROI — Sharon challenges the idea that ROI is purely financial. Return on Investment includes time, relationships, mindset growth, and the ripple effects you create in others — illustrated beautifully through the story of her son absorbing her leadership tapes and becoming a successful property owner. Biggest Branding Lesson — Stop putting expectations on people who aren't your target market — even loved ones. Releasing that pressure freed Sharon to walk confidently in her own vision. Brands Sharon Admires: Donna Bingham — skincare with a self-love message Jillian McCloskey — Momcations, trips designed for moms to recharge Malaika Simmons — Momentology Media LLC, mindset and spiritual practices for entrepreneurs What resonated most with you from this episode? How are you creating meaningful experiences that turn your brand into a community people want to be part of? Follow Us & Share Your Insights on Branding and Growth: LinkedIn: https://www.linkedin.com/in/suekirchner/ Instagram: https://www.instagram.com/brandstrongmarketing/ Facebook: https://www.facebook.com/BrandStrongMarketing Connect with Sharon to learn how to build a brand rooted in community, create meaningful experiences, and turn your vision into a powerful movement: LinkedIn: https://www.linkedin.com/in/sharonringier Join the Collective: https://possiblewomanmagazine.com/the-collective Learn More Here: https://dot.cards/sharonringier If You Enjoyed This Episode Don’t forget to subscribe to The Turbo Branding Show for more inspiring conversations to ignite your growth by leveraging your brand! YouTube: https://www.youtube.com/@brandstrongmarketing Apple Podcasts: https://podcasts.apple.com/us/podcast/the-turbo-branding-show/id1771868942 Spotify: https://open.spotify.com/show/36WHgCvt5CcgBkQVye4xp4?si=a59dfc28e6034b1a Subscribe to Our Newsletter Get actionable branding insights, episode highlights, and strategic resources to help you grow faster: https://brandstrongmarketing.com/stay-in-touch/ 🔔 Turn on notifications so you never miss a new episode. #TheTurboBrandingShow #SueKirchner #BrandStrongMarketing #IgniteBigGrowthByLeveragingYourBrand #SharonRingier #PossibleWomanCollective #CommunityDrivenBrand #BrandedExperiences #CustomerLoyalty #BrandStrategy #WomenEntrepreneurs #BusinessGrowth

Brand First, Leads Second:Using AI & Omnichannel Marketing to Grow Your Small Business the Right Way

What if the real key to growth isn’t being everywhere, but being clear about who you are and who you serve? In this episode of The Turbo Branding Show, Kevin Berrier, Advertising Director at MDDC Advertising Services, shares how small businesses can grow smarter by putting brand clarity before lead generation. He explains how omnichannel marketing and artificial intelligence can work together to create stronger strategies, better audience insights, and more effective campaigns. Episode Highlights: The AI Games Competition Kevin shares how watching Squid Game sparked the idea for his AI Games workshop — a competition where advertising sales professionals work in teams to build a 5-minute marketing presentation for a real brand in just 30 minutes. Teams are scored on a 20-point rubric covering how well they integrated AI into their work, with peer voting to determine the winner. The goal: make learning AI fun and practical. Kevin's Background Kevin's marketing career began in 2001 in newspaper classified advertising. Watching the industry evolve — and being inspired by the storytelling in Mad Men — fueled his passion for branding and eventually led him to his current role at the Maryland, Delaware, D.C. Press Association. The Role of Local Media Kevin makes a compelling case for local media, particularly highlighting how the COVID-19 pandemic underscored its importance. When other channels like social media became unreliable and email marketing saw spiking unsubscribe rates, communities turned to local news for trusted information — and local businesses used it to stay connected to their customers. Biggest Challenges for Small Businesses Small business owners often feel pressure to "be everywhere," spreading their budgets thin across too many channels. Kevin and host Sue Kirchner both stress the importance of stepping back, defining what makes a brand different, and focusing on the right audience and channels rather than chasing leads reactively. Using AI Effectively (and Responsibly) This is the heart of the conversation. Key takeaways include: ✅ You are the hammer; AI is the nail — AI should assist your thinking, not replace it. ✅ Train your model — Feed AI your brand identity, mission, vision, and product info to get smarter, more relevant outputs. ✅ Use AI for brainstorming and persona building — Kevin built detailed audience persona profiles in an afternoon using a custom GPT, work that a research firm might charge $50,000 and three months to complete. ✅ Always gut-check outputs — AI hallucinates (produces convincing but incorrect information), so human review is non-negotiable. ✅ Be transparent — Kevin always tells clients when AI was part of the process, and they see it as a superpower, not a shortcut. ✅ Treat AI like an intern — Onboard it properly, correct it when it's wrong, and keep updating it with what you learn. What resonated most with you from this episode? How are you putting brand first before chasing leads in your business? Connect with Kevin to learn how to integrate AI into your business to work more efficiently, strengthen your marketing strategy, and accelerate brand growth: Website: https://mddcadservices.com/ LinkedIn: https://www.linkedin.com/in/kevin-berrier/ LinkedIn Business Page: https://www.linkedin.com/company/mddc-advertising-services News Media Connect: https://www.linkedin.com/groups/13076127/ Facebook Business Page: https://www.facebook.com/MDDCAdServices Instagram: https://www.instagram.com/mddcadvertisingservices/ Five Dubs Podcast: https://open.spotify.com/show/0eqPC0EYwkiEm4uvZsxEAl?si=8170f50f0d3248d1 Subscribe to Our Newsletter Get actionable branding insights, episode highlights, and strategic resources to help you grow faster: https://brandstrongmarketing.com/stay-in-touch/ 🔔 Turn on notifications so you never miss a new episode.