Win With Paid Ads Podcast — Episode #87 Summary
Title: Behind the Brand with Meredith from Paid Ads Academy
Host: Ashley Brock
Guest: Meredith McConnell, Brand & Creative Lead at Paid Ads Academy
Date: September 25, 2025

Overview

This episode is a deep dive into the journey and evolving role of Meredith McConnell, Paid Ads Academy’s Brand & Creative Lead. Host Ashley Brock explores Meredith’s unique background, her philosophy on branding, and her creative process behind the company's standout events and visual identity. Listeners will gain tangible insights into building an impactful brand—both for beginners and established creators—while hearing behind-the-scenes stories from two close friends and business collaborators.

Key Discussion Points & Insights

1. Meredith’s Journey to Branding (01:30 – 09:33)

• Meredith started as an elementary school teacher but discovered her passion for visual curation and pop culture.
  • “I just started curating post on Instagram...I just really fell in love with, like, watching how people interacted online and how they took photos.” — Meredith (02:22)
• The power of following organic interests to a new career path.
• Early experience managing social accounts led to opportunities in marketing, agency work, and eventually, her role at Paid Ads Academy.

2. Friendship and Professional Collaboration (06:33 – 10:52)

• Meredith and Ashley’s friendship began in a small group setting; their personalities complement each other in life and business.
  • “I'm, like, very drawn to Ashley's personality because, like, if you have two of me, like, nobody would be talking in a room.” — Meredith (07:27)
• Transitioned from external agency work to internal brand-building with Ashley’s team.

3. The Evolution of the Brand Role (10:52 – 14:35)

• Internal vs. external social media: moving from outsourcing to developing an in-house creative department.
• Branding as more than visuals—it’s about creating an experience and community.
• Shift in mindset: “I was so grateful because we outsourced our social media...but I knew, like, there was a moment...is a signal that we should take this in house?” — Ashley (09:33)

4. The Philosophy of Brand Evolution, Not Rebrand (14:35 – 15:34)

• Rejects the idea of one-time “rebrands;” instead, views branding as continuous evolution.
• Alignment with growth and not finality: “We’re not starting over. We’re elevating. We’re taking it to the next level.” — Meredith (14:37)

5. Brand Integrity & Protection (15:34 – 18:00)

• The importance of brand guidelines and maintaining trust.
• Nuances like messaging, visual consistency, and even wardrobe choices contribute to unified brand perception.
  • “It’s those little things...that could actually cause someone to sit there and be like, I just lost trust.” — Ashley (15:54)
• Meredith described as the “brand police”—the high-level strategist ensuring consistency.

6. Branding Analogy: The Catcher (17:01 – 18:55)

• Meredith likens her branding role to being a softball catcher: present in every play, seeing the big picture.
  • “You’re basically in every single play. So that’s the best analogy ever.” — Meredith (17:54)

7. Coaching & Client Support (18:55 – 21:18)

• Meredith brings her teaching skills to client coaching—helping them refine branding, messaging, and creative assets.
• Her impact extends to VIP days, mastermind sessions, and internal strategy for Paid Ads Academy.

8. Behind the Scenes: Launch Your Ads LIVE Event (21:19 – 33:33)

Concept and Trends

• The event's theme originated from Meredith’s pop culture awareness and Pinterest moodboarding.
  • “I tell all my coaching calls...if I don’t have a brand, go on Pinterest, find some color palettes you like, and start there.” — Meredith (24:38)

Execution & Experience

• Italian summer/vintage Italy was chosen as the core vibe—reflected in everything from color palettes to event details.
• Collaboration with Lacey (Events Manager) was crucial for marrying Meredith’s vision with logistics.

Memorable Quotes & Moments:

• “We had this moment side stage, and I was like...this went from a graphic in a team chat to, like, look at this. It was so cool.” — Ashley (28:46)
• “I have to go about this in a way that resonates with Ashley. So I’m not going to just be like, ‘Okay, this is going to cost a lot more money.’...I informed the vision and then advised on, like, how could we get there to create this vision.” — Meredith (30:29–32:20)
• “If you want something on social to be represented in a way that’s like, ‘What is this?’...there’s that curiosity.” — Meredith (31:09)

Brand Values in Practice

• Investing in ambience, bespoke gifts, and client experiences signals the brand’s belief in value and luxury—mirrored in client expectations and loyalty.

9. Actionable Branding Tips for All Levels (33:56 – 41:38)

For Beginners:

1. Create Buy-In Beyond Products (35:27 – 36:41)

   • Identify what sets you apart and build a narrative—e.g., family-owned, unique story, mission.
   • “How can you create the buy in as, like, why I'm buying your sunscreen and not their sunscreen? ... What kind of story can you tell that led you to that business?” — Meredith (35:59, 36:41)

2. Product Positioning & Storytelling

   • Focus less on “buy this” and more on how your brand solves a problem or creates belonging.

For Established Brands: 3. Cohesiveness Across All Platforms (38:27 – 40:45)

• Ensure that visuals, messaging, and assets are up-to-date and consistent everywhere.
• “They may realize that it is the same company...but it’s like, do they care enough? Are they making sure that everything is up to date?” — Meredith (39:03)
• “Your conversion rate is typically 80% more likely...when they've experienced your brand across more than three channels.” — Ashley (39:48)

4. Messaging Consistency
   • Adapt tone to each platform (e.g., TikTok vs. Facebook) but maintain core brand attitude.
   • “We don’t want any type of sarcasm…just because we’re on TikTok doesn’t mean we need to be sarcastic.” — Meredith (41:33)

Notable Quotes & Moments

• “Everything that you’ve done your whole Life has come together for this...forget the freaking paper and think about what you’re best at and most passionate about.”
  — Ashley (20:13–21:18)
• “We don’t do cheap. We are elevated. We are an investment. And we want to attract the type of buyers that we are, which is people who pay for value.”
  — Ashley (33:55)
• “If you see something beautiful that the company creates...go give Meredith a high five on social media because she is the brain and the strategy behind it.”
  — Ashley (43:35)
• “You just don’t want me picking out visuals or creative things...creating that thing is not my best gift.”
  — Ashley (18:55)
• “I’m a catcher, not a pitcher—literally.”
  — Meredith (30:29)

Timestamps for Important Segments

• 00:00 – 01:10: Introduction to Meredith & their friendship
• 01:30 – 06:32: Meredith’s background and entry into branding
• 09:33 – 14:35: Transition to full-time brand role & shift to in-house creative
• 14:35 – 15:34: Philosophy on “brand evolution” vs. rebrand
• 17:01 – 18:00: The catcher analogy for a brand lead
• 21:19 – 33:33: Deep dive into Launch Your Ads LIVE event branding
• 33:56 – 41:38: Actionable branding advice for all business stages

Final Takeaways

• Branding is an ongoing, holistic practice—from visuals to client experiences to internal team culture.
• A strong brand creates belonging, not just sales.
• Consistency across all touchpoints (online and offline) strengthens trust and converts customers.
• Investment in quality (not just cost-saving) signals your values to your audience.
• Even as a solopreneur, focus on storytelling, visual harmony, and why people should choose you.

Connect & Learn More

If you're ready to elevate your own brand and advertising, join the Win With Paid Ads challenge—Meredith and the whole team are there to guide you!

For further details and to see visuals from the Launch Your Ads LIVE event, check out Paid Ads Academy on Instagram.