More than the Brand

We've been heads-down the last couple weeks, and there's a few lessons in it. From upgrading how we shoot, to what happens when you take your content somewhere new, to how we planned content around a single event so it kept working long after the day was over. If you're a business owner thinking about your own content, there's something here for you. A podcast about what really...

Most businesses are creating content for everyone — and reaching no one. In this episode, we break down why knowing your ideal customer isn't just a marketing buzzword, it's the thing that determines whether your content actually converts. From UGC brand partnerships to real estate listings to online fitness platforms, the through line is always the same: who are you talking to? A podcas...

In this episode, we're pulling back the curtain on two recent client projects and breaking down the strategy we come back to again and again: pinned posts. We walk through our content session with F45 Belmont and how we built out three foundation videos designed to live at the top of their feed, an origin story, a CTA, and a testimonial that we're honestly a little obsessed with. From th...

You've thought about showing up more online. Posting more, talking to the camera, letting people see what you're actually building. But every time you go to do it, something stops you. In this episode, we're talking directly to you about that. The fear, the self-criticism, the "what will people think" spiral, and why pushing past all of that is the actual work. Because the...

Most businesses know they need content — but hiring the wrong person (or the wrong type of person) sets you back further than doing nothing at all.  We break down the real difference between a social media manager, a strategist, a freelancer, and a full content team — and why knowing what you actually want before jumping on a discovery call changes everything.  They run through a few industries (b...

Wearing too many hats, no budget for a content team, can't stay consistent, and still stuck under 400 views? In this episode, Matt and Liv break down the most common pain points they hear from business owners every day — and the real solutions behind each one. From blocking off time to actually create, to understanding the content funnel, to why jumping to the next trend is keeping you stuck...

You know you need better content — but better looking isn't always better performing. In this episode, Matt and Liv break down the framework they use with every client: how to identify what your content actually needs to do, how to build a strategy around it, and what the process looks like from the first inquiry all the way to final delivery. Whether you're a business owner trying to fi...

We've had 10 incredible conversations since launching More Than The Brand — and for episode 11, we're doing something different. Matt and Liv sit down to reflect on every guest episode so far: what stood out, what surprised them, and what keeps showing up no matter who's in the chair. From Dallas's non-traditional approach to content, to Quinn's reminder that even the bigg...

For episode 10, Matt and Liv sit down with Hamilton-based photographer and filmmaker Owen Mert for an honest conversation about the disconnect that lives at the heart of most small business content.  Clients want viral. They want trendy. They want it fast and cheap. And Owen has spent years navigating that gap — figuring out how to deliver work that actually moves the needle while staying true to...

This week we're doing something a little different — our guest is Olivia's sister Quinn, an art director and creative director with over five years of experience building brands from the ground up.  From planning full photo shoots to running social media, email marketing, and everything in between, Quinn has worn every hat in the creative world — and now she's going freelance. We ge...

Ariele (aka Babi on the Run) walked into this episode fresh off 4.3 million views, a 31.5km run from Waterloo to Guelph in support of colon cancer awareness, and a news segment — all in the same month. But what's more interesting than the numbers is how he got there. In this episode, he breaks down how a private Instagram with 31 followers turned into one of the most genuine content accounts...

Jackie Warmington didn't take a traditional path to becoming COO of Den 1880 — she found the role through a chance conversation after a failed job interview. In this episode, we sit down with Jackie to talk about building community the right way, why follower count is a vanity metric, and what it actually means to create a space where people want to show up. We get into the organic networking...

Lisa has been doing hair for seven years — but her business didn't really take off until she stopped posting just hair photos and started letting people in.  In this episode, Lisa talks with Matt and Olivia about building a brand through genuine connection, how she approaches content days with clients, and the mindset shift that helped her get comfortable on camera.  Whether you're a sty...

In episode 5, we sit down with Kristin Carnegie to talk about the real role content plays in building a business from the ground up. From growing her personal brand to launching Mondays in Waterloo, Kristin shares how authentic content, community, and consistency helped drive real momentum before and after opening. We get into the difference between organic and paid media, why overly polished bran...

Episode four is a deep dive into content creation, strategy, and what it really looks like to build something through consistent storytelling. This conversation explores how content evolves over time, from early experimentation and trial and error to developing a style that actually connects with people. We talk about the balance between authentic content and trending formats, why chasing viral mo...

In this episode, we sit down with Cassidy Clemmer to talk about the real side of building a creative career and why consistency matters more than chasing perfect content. From photography school to brand campaigns, Cass shares how shadowing other photographers, building relationships, and staying authentic has helped her grow her business. We dive into imposter syndrome, the pressure creators feel...

Dallas Kipfer has lived every side of the game. Three-time Team Canada alumni, long-time coach, and someone who’s spent years right in the middle of high-level softball. In this episode, Dallas walks through his path from dropping out of college and framing houses to building DK Softball, coaching at Conestoga, working with the Mo Bearcats, partnering with Rawlings Canada, and still competing at t...

An unfiltered first conversation. We talk about why Club 60 almost stayed an idea, what it actually takes to build an online platform from scratch, and the real decisions behind branding, content, and going all in.  From community and accountability to marketing strategy, creative overwhelm, and betting on yourself before anything exists.  This episode is messy, honest, and exactly how the early s...