For small business owners and creators, building your brand is the way to show the world what makes you great and why they should care. Teresa Au speaks to personal branding expert and content creator Phil Pallen about developing an authentic and consistent brand that will help you reach your goals. Phil explains why branding isn’t just about looking pretty on the internet, how your brand can help you stand out in a crowded marketplace, and the best reason to build a branded website. Plus, Phil gives tips on all things Instagram, from what you shouldn’t worry about when you post, practical tips for efficient posting, and how to make posting a growth experience.How Phil got his start in brand marketing thanks to a controversial Hollywood starThinking about what your audience is getting out of your social postsWhat is a brand?The importance of consistencyDefining and positioning your brandLogos and brand identityIs there a difference between marketing companies and people?The power of strategic distractionBranding vs marketingWhat makes for great photos for your personal brandPhil’s advice to the camera-shy creatorHow Phil went from brand strategist to content creatorThe nuts and bolts of brand partnershipsSelling via social media is a rapidly growing market segmentDo you need a website if you do business on social media?What building a website really does for youAll things Instagram–how much should we post, when should we post, and why should we postTimesaving tools for Instagram–Adobe Express templates and Adobe Express SchedulerWhy content creation is a learning opportunitySurprising information about when it’s best to postInstagram hashtags vs SEO termsGetting caught up chasing likes can be bad for businessPractical tips for growing your social media audienceGen AI ideas for small businessesPhil’s One Word for 2023Phil Pallen is a brand strategist and keynote speaker who helps people and companies position, build, and promote their brands. He founded Phil Pallen Collective in 2011 and has worked with hundreds of brands across all industries, including a Shark on Shark Tank, a Nobel Peace Prize winner, politicians, and some of the most important names in entertainment. He frequently speaks at conferences in cities all over the globe, including London, Tokyo, Dubai, São Paulo, Medellín, Auckland, Helsinki, and Los Angeles. Phil’s insights have been featured in media outlets around the world, including CNN, Access Hollywood, Entertainment Tonight, and The Daily Mail, to name a few.Teresa Au (@tautastic) is an executive for community engagement at Adobe. Her career spans diverse creative fields, primarily in New York’s fashion industry, as well as architecture firms, and now Silicon Valley tech companies. She has always prized working with distinctive design and the interesting people behind it–from designer Elie Tahari to start-up CEOs. Learn more about this podcast, and find transcripts and links, at adobe.ly/inthemaking. In the Making is brought you by Adobe Express and Adobe Creative Cloud. Past episodes of Wireframe can still be found in the show archive within this feed, or online on Behance. Design flyers, TikToks, resumes, and Reels with the new, all-in-one Adobe Express. Create video, marketing, and social content. Edit photos and PDFs. Make it all in one app, including generative AI tools from Adobe Firefly and easy, one-click tasks like removing backgrounds.Adobe Creative Cloud provides apps, web services, and resources for all your creative projects — photography, graphic design, video editing, UX design, drawing and painting, social media, and more. Learn more about the apps in Creative Cloud