83: Brand Story Blueprint

Today’s episode is a masterclass of the essential rules of effective storytelling for brands. Taking a strategic approach and incorporating what master storytellers have done for centuries, I share how to make your personal brand stories memorable with your audience. I provide a step-by-step breakdown of how to craft compelling stories that resonate with audiences, the power of conflict, clarity, and resolution in creating a memorable narrative. 

You’ll be able to immediately implement this approach to your brand’s stories to increase engagement and improve the results of your calls to action.

Timestamps:

• 00:00 - Introduction

• 00:28 - Overview of storytelling essentials

• 00:55 - Importance of storytelling for personal branding, business growth, and being memorable

• 02:16 - The Three-Act Play format: Breaking down the classic storytelling structure

• 04:08 - Introduction to my six-step story structure for effective storytelling

• 05:14 - Setting the scene: How to paint a picture that captures attention

• 08:07 - Using conflict to create connection and build brand relatability

• 12:52 - Demonstrating transformation: Showing evolution in your brand narrative

• 14:21 - Crafting a resolution and the power of a clear call to action

• 15:04 - Ensuring the call to action aligns with the audience’s emotional journey and brand objectives

Key Takeaways for Business Leaders:

Incorporate Conflict Early for Engagement: To captivate an audience, introduce conflict early in your storytelling. Business leaders should frame challenges or disruptions that align with their brand values, ensuring the narrative is both engaging and authentic.

Use Visual Details to Set the Scene: When telling your brand story, be precise and vivid with details. This technique not only helps your audience visualize the scenario but also makes your narrative more memorable, engaging both their conscious and subconscious minds.

Show Vulnerability to Build Trust: Sharing personal struggles and pivotal moments humanizes you as a leader. CEOs can leverage this vulnerability to foster deeper connections with their audience, making their brand not only memorable but also more trustworthy.

Conclude with a Clear Call to Action: Every brand story should end with a purposeful and actionable outcome. Ensure that the resolution motivates your audience to take a specific, aligned action, driving both their engagement and your business objectives forward.

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Get in touch

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw

82: Decision-Making Strategies to Strengthen Your Personal Brand & Career with Beth Forester

In today’s episode, we dive into a topic that you must have if you want to step out of your comfort zone and grow your personal brand or career - strategies and mindsets you can cling to when emotions try to overwhelm you and derail your efforts and goals. 

Whether you want to build your platform, create more videos and speak publicly, make a significant career pivot, or overcome leadership challenges, you need to learn how to set aside fear and other emotions that can hold you back, and clearly identify and take the right steps forward at the right time. 

To discuss this critical topic, I am joined by Beth Forester, CEO of Animoto, an online video editing company. She shares her journey from running a successful photography business in West Virginia for 20 years to becoming the CEO of a tech company in New York City. 

We explore how Beth leveraged personal and professional experiences to make bold moves, the frameworks she used to guide her decision-making, and the mindsets that enabled her to pivot during times of uncertainty. Beth offers insights on business growth, navigating corporate leadership, and the importance of choosing courage over comfort.

Timestamps:

• 00:00 - Introduction and Beth Forester’s background: From entrepreneur to CEO

• 00:55 - Beth’s belief in the power of video storytelling

• 01:54 - Early entrepreneurial ventures: Selling items from yard sales

• 03:01 - Creating and managing a parking lot business at age 16

• 06:58 - Turning a photography hobby into a business

• 08:02 - The importance of goal-setting in business growth

• 12:13 - Challenges of running a creative business and maintaining profitability

• 15:36 - Beth’s advice on managing fear and navigating financial uncertainty

• 17:33 - Using frameworks to make logical decisions and minimize emotional reactions

• 20:55 - Beth’s decision to close her photography business and  join Animoto 

• 22:45 - Beth’s difficult decision to move from West Virginia to New York City

• 24:49 - Overcoming fear and taking a career leap, despite making less money initially

• 30:17 - Transitioning to CEO and the importance of setting clear goals and expectations

• 36:38 - The emotional challenges of becoming CEO and feeling isolated

• 38:10 - Animoto’s focus on solving problems in video creation

Key Takeaways for Business Leaders:

Leverage Your Past Experiences for Career Pivots: Beth’s journey from photography entrepreneur to video maker tech CEO showcases the value of drawing on previous skills, whether from a different industry or personal experiences. Business leaders should not be afraid to pivot based on past successes and adapt them to new opportunities.

Set Goals and Work Backwards: For any significant business or personal decision, Beth emphasizes setting clear goals and working backward to create a realistic action plan. Business leaders should define measurable outcomes and reverse-engineer their strategies to achieve them.
Whether running a photography business or leading a tech company, Beth emphasizes setting clear goals and working backwards to create a realistic action plan. 

Use Decision-Making Frameworks to Make Rational Decisions: When facing difficult decisions, Beth recommends relying on structured frameworks to assess risk, opportunities, and trade-offs. This approach helps remove emotional bias and leads to clearer, more rational decisions.

Courage Over Comfort: Beth’s philosophy of choosing "courage over comfort" is essential for leaders navigating uncertain times or making bold career moves. Pushing beyond the familiar can lead to greater personal and professional 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, 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 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.

How to reach Beth Forester

https://animoto.com

https://www.linkedin.com/in/bethforester

How to reach Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

81: Brand Positioning from Commodity to Standout Through Powerful Storytelling

Today’s episode is the first of three solo episodes centered around brand storytelling. This episode explores how rethinking your brand story can propel your business forward. Find out how to humanize your brand through storytelling, creating an emotional connection with your audience, and why it’s crucial to go beyond just competence and pricing when presenting yourself to prospects.

Timestamps:

• 00:00 Introduction: Why Brand Storytelling Matters for Growth

• 00:26 The Importance of Story in Building Client Loyalty

• 01:42 The Risk of Being Viewed as a Commodity

• 03:46 Identifying What Makes You Unique: Personal Stories and Experiences

• 05:08 The Difference Between a Story and a Resume

• 06:04 Using Universal Emotions to Relate to Your Audience

• 08:42 The Role of Vulnerability in Building Trust

• 10:19 Differentiating Your Brand in a Saturated Market

• 11:35 How to Craft Brand Stories that Inspire Action

Key Takeaways for Business Leaders:

1. Personal Stories Build Loyalty: Business leaders should focus on sharing personal stories that highlight their unique approach and values. This moves your brand from being seen as a commodity to one that clients feel emotionally connected to, fostering long-term loyalty.

2. Embrace Vulnerability for Trust: Trust is the foundation of strong business relationships. Sharing the challenges you’ve faced and how you overcame them will make your brand more relatable and human, which helps establish trust with both clients and collaborators.

3. Universal Emotions Create Connection: Whether your target audience includes CEOs or consumers, using universal emotions in your storytelling, such as fear, isolation, or triumph, allows you to connect with people from diverse backgrounds on a deeper level, making your brand memorable.

4. Inspire Action Through Strategic Storytelling: Effective brand stories aren’t just about sharing accomplishments. They should be aligned with your audience's desires or fears and motivate them to take the next step, whether that’s becoming a client or engaging with your brand in a new way.

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, 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 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.

How to reach Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

80: Grow Your Personal Brand with Media Coverage with Vanessa Morcom

In today’s episode, my guest is Vanessa Morcom, founder of Morcom Media, a performance PR agency for thought leaders. We explore how businesses can stand out with media coverage by personalizing their brand, defining a strong brand before pursuing media opportunities, and differentiating your brand in a crowded marketplace.

Vanessa shares actionable advice on identifying your brand archetype, creating media-ready assets, and building helpful pitches for journalists. She also offers insights on maximizing media coverage through repurposing content and leveraging your PR wins across multiple platforms.

Timestamps:

00:00 – Introduction to the episode and Vanessa Morcom’s background
01:15 – Vanessa shares her unexpected entry into PR through an event for Paris Hilton
05:00 – The importance of building a personal brand before pursuing media opportunities
07:55 – Why brand differentiation is critical in today’s saturated media landscape
09:00 – Steps to define your brand strategy with archetypes
12:15 – How brand archetypes create an emotional connection with your audience
17:00 – Case study: Positioning a luxury lingerie brand using the "sage" and "lover" archetypes
20:45 – Essential components of a media-ready press kit for both B2B and B2C companies
28:00 – Building helpful pitches for journalists with customized pitches
32:45 – Maximizing your media coverage by repurposing it across various channels
40:13 – Vanessa’s final thoughts on the importance of self-awareness and authenticity in media

Key Takeaways:

Brand Differentiation is Essential – Before approaching the media, it’s critical to establish a clear and authentic brand identity. Your messaging needs to stand out in a crowded marketplace, and aligning your brand with an archetype can create deeper connections with your target audience.

Be Media-Ready with the Right Assets – Success in media requires preparation. Invest in high-quality visuals, strong website copy, and a comprehensive press kit that includes key messaging, talking points, and consistent branding. This allows your brand to maximize media opportunities when they arise.

Write Successful Pitches for Journalists – Tailored, specific pitches are key to capturing a journalist’s attention. Instead of mass emails, focus on quality over quantity by researching the journalist’s beat and offering relevant stories that align with their past work and interests.

Maximize Media Opportunities – Media coverage should be leveraged across multiple channels. Repurpose content for social media, newsletters, and future media pitches to extend its impact. Strategic follow-ups with other publications can also keep your story in the news cycle.

Rate, Review, & Follow on Apple Podcasts & Spotify

“I love Christie and The Business That Story Built podcast!” Does that sound like you? 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, 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 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.

How to reach Vanessa Morcom

morcom.media 

vanessa@morcom.media 

https://www.linkedin.com/in/vanessamorcom

https://www.instagram.com/vanessamorcom 

How to reach Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

79: Maximize Your Personal Brand on Social Media with Ashley Mason

In today’s episode, my guest is Ashley Mason, the founder of Dash of Social, a content marketing agency. We explore how social media can transform your brand, where business leaders should begin with personal branding, the role of humanized content, what no longer works, and areas to pay attention. 

Ashley shares actionable advice on content pillars, avoiding social media burnout, and which platforms can help business leaders in B2B establish thought leadership and increase brand visibility.

Timestamps:

• 00:00 - Introduction to the episode and Ashley Mason’s background

• 02:33 - Ashley’s journey into content marketing and social media

• 04:12 - Where business leaders should begin with personal branding: Focus on content pillars and goals

• 05:45 - How to pick the right social platforms based on audience demographics

• 06:31 - Tips for maintaining consistency on social media to avoid burnout

• 08:09 - Importance of mixing personal and professional content to build trust

• 10:21 - Avoiding burnout: Batch content creation and focus on inspired content

• 12:50 - Quick tips for upleveling your LinkedIn presence

• 14:14 - Optimizing LinkedIn profiles: Headline, bio, and career history

• 17:14 - Metrics that matter: Why likes are a vanity metric

• 19:12 - The importance of “lurkers” and long-term social media impact

• 20:45 - Avoiding outdated strategies: Creative ways to keep engagement high on LinkedIn

• 22:11 - Hashtags on LinkedIn and other platforms: Do they still matter

• 24:45 - B2B on TikTok: How to make it work for business leaders

• 28:23 - Building a content bank for TikTok and creating searchable content

• 29:52 - Twitter (X) for personal branding: Industry-specific use cases

Key Takeaways:

Start with Clear Content Pillars: Before diving into social media, identify your content pillars—what you want to be known for. This helps focus your strategy and ensures your message aligns with your goals and target audience.

Consistency Over Frequency: Posting consistently, even just once a week, is more effective than trying to flood your audience with content. The goal is to establish a rhythm that your followers can depend on, which keeps you top of mind without burning out.

Humanize Your Brand: Personal content that shows the human side of your leadership is key to building trust. Sharing achievements, challenges, and personal insights makes your audience relate to you and, in turn, more likely to engage with your brand.

Metrics Beyond Likes: Focus on metrics that show deeper engagement, like comments, shares, and direct website traffic. These are more meaningful indicators of whether your content is resonating with your audience than likes alone.

Rate, Review, & Follow on Apple Podcasts & Spotify

“I love Christie and The Business That Story Built podcast!” Does that sound like you? 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, 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 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.

How to reach Ashley Mason

www.dashofsocial.com

www.linkedin.com/in/ashleyjeanmason

www.twitter.com/ashjeanmason

www.instagram.com/dashofsocial

How to reach Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

78: Benefits of a Personal Brand

In today’s episode, I share the top benefits of building a personal brand — why it’s worth the time and effort. I discuss examples you’ll recognize of brands that each evoke a unique emotional response to help you determine what you want your personal brand to communicate. I also explain the "invisible gap"—what happens when your online presence doesn’t match the expectations set by your reputation—and why this could be costing you valuable opportunities. 

You’ll find out how to strategically craft a brand that resonates with your audience, attracts premium clients, and opens up new opportunities.

Timestamps:

• 00:01 - Introduction: Is building a personal brand worth it?

• 00:37 - Defining a brand: Insights from Alex Hormozi's presentation on brand outcomes

• 02:56 - The benefits of a strong personal brand: Premium pricing, opportunities, and more

• 05:04 - Why a strong personal brand speeds up sales and builds loyalty

• 07:30 - Understanding the "invisible gap" and its impact on missed opportunities

• 09:53 - The importance of consistent online presence and brand representation

Key Takeaways:

1. Charge Premium Prices: A strong personal brand allows you to command higher prices for your services, as clients associate you with a desirable outcome.

2. Increased Opportunities: When your brand is well-defined, opportunities will seek you out, reducing the need for constant outreach and positioning you as a go-to expert in your field.

3. Shortened Sales Cycle: With a recognizable brand, potential clients already trust and understand the value you offer, which speeds up the sales process and increases conversion rates.

4. Avoid The Invisible Gap: You risk losing potential business you didn’t realize was considering working with you. If you don’t have enough credibility and presence online that reflects your brand's values, expertise, and messaging, it can turn away prospects who considered working with you but perceive a disconnect between who you claim to be and what they see when they search for you online.

Rate, Review, & Follow on Apple Podcasts & Spotify

“I love Christie and The Business That Story Built podcast!” Does that sound like you? 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, 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 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.

Ways to Reach Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Free guide: Grow Your Business as a Podcast Guest

77: Blueprint for Authentic Personal Brands and Effective Communication with Jeremie Kubicek

To create an authentic personal brand and communicate it powerfully, we need to become more self aware. I invited Jeremie Kubicek onto the show to give us tools to do this. He is the founder of GiANT, a best-selling author, speaker, creator of the 5 Voices assessment, and several other leadership and communication books and tools. 

Jeremie shares insights and tools to help us notice, understand, and adapt our default behaviors and triggers so that we can lead ourselves better, why building an authentic personal brand matters, and how to shift the way we view and communicate with others based on how they see the world. 

Timestamps:

• 00:00:00 - Introduction by Christie Bilbrey

• 00:02:15 - Jeremie's early business ventures

• 00:03:23 - Lessons learned from private equity and company roll-ups

• 00:04:10 - The importance of treating people as assets, not liabilities

• 00:05:13 - Authentic brand building and the creation of meaningful content

• 00:06:03 - Explanation of the high support and high challenge leadership model

• 00:08:00 - Visual tools for self-awareness and behavior change

• 00:09:02 - Introduction to the 5 Voices model

• 00:12:00 - The significance of understanding personality types in leadership

• 00:14:10 - Jeremie's approach to public speaking and tailoring messages to different audiences

• 00:21:14 - The concept of self-awareness and leading oneself effectively

• 00:24:02 - Practical tools for improving personal and professional relationships

• 00:25:17 - The importance of authenticity in building a personal brand

• 00:28:13 - Overcoming the comparison trap and finding your unique vision

• 00:30:22 - Final thoughts on personal growth and leadership from Jeremie

• 00:32:00 - Jeremie's metaphor of being a good fountain and its application in leadership

Key Takeaways:

1. Authenticity in Branding: Building a personal brand requires authenticity. It's crucial to know your unique abilities, stay true to yourself, and avoid the pitfalls of comparison and imitation. Authentic leaders attract genuine followers and create lasting impact.

2. Treat People as Assets: Effective leadership hinges on recognizing the potential in people and treating them as valuable assets rather than liabilities. This mindset shift can significantly impact company culture and performance.

3. High Support and High Challenge: The best leaders provide a balance of high support and high challenge, akin to a Sherpa guiding climbers. This approach helps individuals achieve their highest potential while feeling supported.

4. Understanding Personality Types: Utilizing tools like the Five Voices model can enhance communication and teamwork by recognizing and addressing different personality types. This leads to better alignment and more effective leadership.
   

Rate, Review, & Follow on Apple Podcasts & Spotify

“I love Christie and The Business That Story Built podcast!” Does that sound like you? 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, 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 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.

Links and ways to reach Jeremie Kubicek and Christie Bilbrey

Jeremie Kubicek
jeremiekubicek.com 

summit.giantos.com/store/pro

LinkedIn: https://www.linkedin.com/in/jeremiekubicek/ 

Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Free guide: Create Your Buyer Persona

76: Mastering Personal Branding for Introverts with Alejandro Sanoja

Personal Brand Series

In today’s episode, we dive into personal branding for introverts with Alejandro Sanoja, a top branding expert and the founder of personal branding agency, Latinpresarios.

We discuss why introverts can and should pursue growing a personal brand based on his own experience, the most common challenges introverts experience with building personal brands and how to overcome them, as well as strategies, frameworks, and a secret weapon everyone can use to build a compelling personal brand that enhances professional presence and attracts business opportunities.

Alejandro also provides personal brand statement examples to help you create your own: https://latinpresarios.com/personal-branding-statement-examples/ 

Timestamps
00:00 - 01:26: Introduction by Christie Bilbrey

01:27 - 05:08: Alejandro shares his background and journey

05:09 - 06:18: Leveraging personal branding as an introvert

06:18 - 07:10: Benefits of creating long-lasting content

07:10 - 08:37: Importance of online presence in personal branding

08:37 - 10:12: Common challenges in developing a personal brand

10:12 - 11:34: Overcoming imposter syndrome and understanding content competition

11:34 - 13:09: Setting realistic expectations for content creation

13:09 - 14:33: Importance of templates and professional help

14:33 - 16:17: Strategic content creation for bottom-of-the-funnel keywords

16:17 - 18:03: Tactical SEO strategies and competition analysis

18:03 - 19:28: Writing about prices and competition to build trust

19:28 - 21:00: Effective use of pricing information in content

21:00 - 22:33: Managing burnout and balancing energy in networking

22:33 - 23:57: Tips for avoiding burnout and maintaining consistency

23:57 - 25:25: Building personal brand stories and statements

25:25 - 27:02: Structuring personal stories for maximum impact

27:02 - 30:00: Examples of personal branding stories and their elements

30:00 - 33:05: Testing and refining personal stories for engagement

33:05 - 36:38: Importance of a well-crafted personal brand statement

36:38 - 38:12: Crafting and practicing personal brand statements

38:12 - 41:11: Recording and analyzing presentations for improvement

41:11 - 43:00: Using social media profiles effectively

43:00 - 45:19: Final thoughts and additional resources for personal branding

Key Takeaways

1. Leverage Content for Long-Term Impact: As an introvert, creating valuable content online can help you maintain a strong presence without constant social interactions. Invest time in creating quality content that will serve as a lasting asset.

2. Strategic Use of SEO and Keywords: Focus on bottom-of-the-funnel keywords that potential clients use when they are ready to make a purchasing decision. This targeted approach can significantly boost your visibility and conversion rates.

3. Transparency in Pricing: Don’t shy away from discussing prices openly. Providing clear pricing information can build trust and attract clients who are already considering your services, making the sales process smoother.

4. Balance and Self-Awareness: Identify what types of networking and branding activities energize you and which deplete you. This self-awareness will help you maintain a sustainable and effective personal branding strategy without burning out.

Rate, Review, & Follow on Apple Podcasts & Spotify

“I love Christie and The Business That Story Built podcast!” Does that sound like you? 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, 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 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.

Ways to reach Alejandro Sanoja and Christie Bilbrey

Alejandro Sanoja
www.latinpresarios.com 

LinkedIn: https://www.linkedin.com/in/alejandrosanoja/ 

Personal brand statement examples: https://latinpresarios.com/personal-branding-statement-examples/ 

Christie Bilbrey

www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey/
Instagram: https://instagram.com/christiebilbrey 

Free guide: Create Your Buyer Persona