Welcome back to Small Business School! In today’s episode, Staci sits down with award-winning brand strategist Lianne Cawley, founder of Chapter 35, to unpack what branding really means in today’s business landscape. From building a brand that drives trust and longevity to navigating growth, motherhood, and a life-changing health diagnosis, this conversation goes far beyond logos and colour palettes. If you’ve ever wondered how to create a brand that actually connects and evolves with you — this episode is for you.

Key topics covered:

• Why great branding isn’t about aesthetics alone and how story, values, and alignment create long-term customer loyalty
• How Lianne grew her branding studio from a solo venture to a collaborative team, and why leadership evolves with business growth
• The difference between visibility and longevity and why brands with attention don’t always last
• How a brand audit can uncover misalignment between your intentions and how your business is actually experienced
• Why authenticity matters more than ever in the age of AI and how to use technology without losing the human side of your brand

This episode is a powerful reminder that branding is about more than how your business looks, it’s about how it feels, connects, and evolves.

Connect with Lianne:

Instagram: @chapter35.ca @liannecharlene

Website: www.chapter35.ca

Staci's Links:
Instagram. Website.