TheUPside Podcast — Episode Summary

Episode: From Hidden Talent to Brand Authority — 5 Questions to Ask to Own Your Story
Host: Theresa Flood
Guest: Colette Stone (Director of Marketing, Go Network)
Date: October 21, 2025

Overview

In this value-packed episode of TheUPside Podcast, host Theresa Flood sits down with branding expert Colette Stone to explore the journey from hidden talents to becoming a recognized brand authority. The conversation dives deep into personal branding — demystifying what it really means, why it’s so crucial (even outside of business), and the transformative questions anyone must ask to own their personal story in the era of digital reputation and AI. Colette shares her own unconventional career path, actionable branding strategies, and pro tips for adapting to the new world of AI-driven visibility.

Key Discussion Points & Insights

1. Colette’s Unconventional Career Path and Branding Origin Story (01:19–07:16)

• Creativity from Childhood: Colette recounts her early creative interests, despite taking practical jobs due to family circumstances.
• Breakthrough Moment: Sharing the bold move that landed her a more creative role at an ad agency — directly asking “what would it take to get that job?” (03:36).
• Career Progression: From Ryland Homes (1996), ad agencies, RV industry, to global branding roles at Verizon, Time Warner, and Denon.
• Personal Insights:
  • “It’s grit and drive and the want to do it. And being resourceful and knowing what to do with the tools that you have.” (07:06, Colette)
  • Emphasis on learning by doing and seeking out opportunities, not just academics.

2. Shifting Definitions: What Personal Branding Really Means (08:11–10:12)

• Evolution Over the Decade: Branding is now about the "digitization of your reputation," not just logos/colors. (Rory Vaden’s definition, 08:40)
• Consumer vs. Brand Control: Shift from brands dictating perception to consumers defining it.
  • “Consumers are making the rules. And so you have to tell your story in a way that will connect with them.” (Colette, 09:16)
• Emotional Connection: The real brand is about how you make people feel (e.g., Nike), not your design palette.

3. Who Needs a Personal Brand? (10:12–13:05)

• Widespread Importance: Branding isn’t just for business owners — applies to doctors, lawyers, leaders, and service professionals.
• Brand Journeys: Typical coaching takes 8–16 weeks, with a big emphasis on understanding your "why."
• Iterative Process: Revisiting the brand as one evolves.

4. The “Five Questions” Countdown (15:12–27:49)

5. Am I Willing to Evolve? (15:13)

• Openness Needed: Growth requires flexibility and periodic refreshes — “If you’re not willing to be Gumby-like and mold and shape, then I’m of no use to you.” (Colette, 15:20)
• Transformation Happens Midway: Many clients end up somewhere unexpected (podcast example, 17:28)
• Memorable Moment: Unique brand applications — e.g., a client’s listing presentation as a cookbook to tie in her love for cooking (18:19).

4. Am I Ready to Be Consistent? (19:05)

• Consistency Across Platforms: Branding requires uniformity in appearance, language, and behavior.
• Trust Factor: “Consistency... develops trust.” (Theresa, 21:52)
• Brand archetypes: Knowing your “brand character” helps maintain consistent tone (discussion of Jester, Innocent, Visionary/Magician, 20:37).

3. What Truly Sets Me Apart? (22:08)

• Standing Out in a Crowded Market: Clarity on what makes you unique; avoid “spray and pray” messaging.
• Case Example: Kathy Beck’s highly targeted niche (helping the oldest adult daughter manage aging parents) as the prime resource for those in need (24:52).

2. Do I Know Who I’m Really Serving? (25:06)

• Story-Based Targeting: Go beyond simple segments — create detailed avatars, write letters from their perspective, dig into pain points and dreams.
• Emotional Resonance: Storytelling builds connection (“Dopamine drips” when you tell a compelling story, 26:55).

1. What’s My Real Why? (27:03)

• Mission: The Core Motivator: Keep asking “why?” at every step — personally and in service to others.
• Foundation for Everything: “You can’t move forward unless you fill in all of those holes, spend weeks in that why conversation.” (Colette, 27:03)

5. Implementing Brand Clarity in the Age of AI: Generative Engine Optimization (Geo) (28:43–34:18)

• What is GEO? Positioning content to be recommended by AI engines (like ChatGPT), not just Google.
• Actionable Tips:
  • Use video captions/transcripts (AI reads text, not visuals).
    • “AI does not watch the video… You gotta have captions.” (Theresa, 30:15)
  • Create blog content and social posts that answer real customer questions.
  • Add clear, local, niche-specific phrasing in captions for reels and posts.
  • Optimize ‘alt text’ on social images/posts for double visibility (34:15).
  • Pro Tip: Link Instagram reels that are part of a series for continuous engagement (33:14).
• Book Recommendations: “Hook Point” by Brandon Cain for learning how to write attention-grabbing hooks in social content (32:07).

6. Getting Started: Brand Building at Any Stage (34:19–36:18)

• For Brand Beginners: Start by getting your profile in order, share relatable and helpful content, and tell real stories (not just posting keys-at-closing pics).
• The Four H’s Framework (35:08):
  • Humor (ex. Sally Morales)
  • Happenings
  • Helpful (ex. Hannah Conway)
  • Heard (make your audience feel seen)
• Memorable Quote: “Everybody is a voyeur. We want to know what’s going on in your life... because we’re voyeurs and we want to connect.” (Colette, 36:11)

Notable Quotes & Memorable Moments

• “It’s grit and drive and the want to do it... And being resourceful and knowing what to do with the tools that you have.” — Colette Stone [07:06]
• “Consumers are making the rules. And so you have to tell your story in a way that will connect with them.” — Colette Stone [09:16]
• “Consistency... develops trust.” — Theresa Flood [21:52]
• “If you’re not willing to be Gumby-like and mold and shape, then I’m of no use to you.” — Colette Stone [15:20]
• “You can’t move forward unless you fill in all of those holes, spend weeks in that why conversation.” — Colette Stone [27:03]
• “AI does not watch the video. You gotta have captions.” — Theresa Flood [30:15]
• “Everybody is a voyeur. We want to know what’s going on in your life... because we’re voyeurs and we want to connect.” — Colette Stone [36:11]

Timestamps for Key Segments

| Segment | Timestamp | |----------------------------------------------------------|-------------| | Colette’s career & brand journey | 01:19–07:16 | | Defining personal branding | 08:11–10:12 | | Who needs a brand; brand journeys | 10:12–13:05 | | Five essential questions – countdown | 15:12–27:49 | | GEO & AI, actionable digital visibility strategies | 28:43–34:18 | | Starting from scratch & the Four H’s framework | 34:19–36:18 | | Notable quotes, memorable stories, and pro tips | Throughout |

Final Thoughts

This episode is a practical and inspiring masterclass for anyone ready to clarify their story — whether you’re an agent, entrepreneur, leader, or creative pro. Colette Stone’s five essential questions provide a scaffolding for authentic branding, while her insights on AI-era best practices make the conversation especially relevant for today’s digital landscape. Listeners are encouraged to invest in their growth, embrace evolution, and above all, own their unique story — because the truest brand success starts from within.

Bonus content: Subscribe at teresaflood.com for a special branding guide and additional resources from this episode!