Welcome to a special behind-the-scenes look at our recent podcast episode with Charlotte, a brand and marketing consultant with a fascinating journey across multiple countries and industries. In this blog post, we’ll unpack the highlights of our conversation, share practical tips for building your brand, and explore the realities of entrepreneurship—especially for those transitioning from traditional careers like medicine into the world of business.

From Desert Islands to Dual Citizenship

We kicked off the episode with a light-hearted chat about Zoom backgrounds and the realities of remote work. Charlotte shared her unique background—holding citizenship in both Britain and Italy, and having lived in five countries: France, Italy, Cambodia, South Korea, and the UK. This global perspective has shaped her approach to branding and business.

What Does a Brand Consultant Actually Do?

As a doctor, I admitted that the world of branding felt mysterious. Charlotte explained her journey: despite being “rubbish at art” at school, she was always drawn to the world of brand and marketing. After studying marketing at Leeds and working in creative agencies, she eventually launched her own consultancy, Caffeine, helping creative agencies and service providers raise their profiles and attract new business—primarily through LinkedIn.

The Power of Brand—And Why It’s Not Just About the Logo

Charlotte emphasised that branding isn’t just about making things look nice. It’s about understanding your audience, their hopes, fears, and challenges, and consistently communicating in a way that resonates. She shared how even experienced agencies struggle to brand themselves, and how this is completely normal—just like parenting, it’s often easier to help others than to help yourself.

Getting to Know Your Audience: The Foundation of Effective Marketing

One of Charlotte’s core strategies is deep audience research. She recommends using tools like LinkedIn Sales Navigator to define your target audience, and then conducting “customer listening” interviews to uncover what really matters to them. Recording these conversations (using tools like Fathom) and analysing the transcripts (with the help of ChatGPT) can reveal key themes that should shape your brand’s messaging and content.

Top tips:
– Don’t skip audience research—it’s the biggest mistake you can make.
– Use structured questions, but let conversations flow naturally.
– Keep a notebook handy to jot down real-life client pain points for future content ideas.

Teach a Man to Fish: Doing It Yourself vs. Outsourcing

We discussed the tension between doing everything yourself and outsourcing. Charlotte’s advice: learn the basics yourself first. If you don’t understand a process, you won’t be able to outsource it effectively. However, be realistic about your time and energy—focus on the essentials, and don’t get distracted by shiny objects or promises of overnight success.

She also highlighted the importance of aligning your business model with your personality and life circumstances. For example, as a mum working part-time, Charlotte structures her marketing around conversations she’d be having anyway, which then cascade into podcasts, blog posts, emails, and social media content.

Organic vs. Paid Reach: Why LinkedIn Is a Goldmine

Charlotte shared her experience using LinkedIn as the primary channel for finding clients—often with just the cost of Sales Navigator as her marketing budget. For service providers targeting professionals, LinkedIn is an underused resource for building relationships and generating leads. She recommends starting with organic outreach, offering genuine value (like a lead magnet based on real audience needs), and only considering paid ads once you’ve tested your approach.

Imperfect Action: The Key to Momentum

A recurring theme was the importance of taking imperfect action. Don’t wait for everything to be perfect before launching your offer or reaching out to potential clients. As Charlotte’s former boss once told her, you only learn to ride a bike by pedalling—momentum comes from doing, not overthinking.

Final Thoughts

Whether you’re just starting out or looking to scale, Charlotte’s advice is clear: focus on understanding your audience, take action before you feel ready, and build a business that fits your life—not someone else’s idea of success.