EP 10 : Brand POV Strategy: How to Convert Your Vision into Revenue with Kelsey

In this Beyond the Bio conversation with Kelsey, we explore how your brand point of view becomes your most powerful sales tool.

Most founders have strong beliefs about their industry, but few know how to turn that perspective into actual pipeline. Kelsey breaks down how to identify your unique brand POV, communicate it consistently, and use it to attract and convert the right customers.

We cover:

• What brand POV really is (and why it's different from brand voice)
• How founder beliefs translate into marketing that generates leads
• Real examples of brands using POV to stand out and sell
• A framework for defining and deploying your POV across all touchpoints
• Why your perspective is your competitive advantage

Perfect for founders and marketers who want to turn their vision into revenue.

To connect with Kelsey go here : https://www.linkedin.com/in/kelseyhogan111/

Transcript

SPEAKER_02 0:00

You're listening to Think Brand, Talk Brand with entrepreneurs, founders, community builders. Standout voices show how perception becomes connection with the right author. Every episode delivers usable takeaways. I'm Chivani, your host, Take One Idea, put it to work and share it.

SPEAKER_00 0:29

We are growing businesses in a community and doing something amazing. We don't wait for permission when it comes to what we do, what we stand for, the value we offer. We create that and then people start following. That's how you create that founder-led cult-like brand community that FGR really wants to create online these days.

SPEAKER_01 0:49

Kelsey Hogan is the founder and CEO of Claimed and Co., a social media marketing agency and mentorship hub helping women turn strong ideas into the category of one business, a multi-six-figure entrepreneur and award-winning PR strategist. She's known for blending timeless brand strategies with feminine authority, teaching founders how to build visibility, legacy, and wealth without burnout. All right, Kelsey. I want your hot take on turning founders' belief, their point of view, into the sales pipeline. What's your hot take?

SPEAKER_00 1:26

That is the new standard. We see it everywhere. Personal brands are leading the way, and even these really big companies, they're listing jobs on LinkedIn for head of CEO content, head of founder content. That founder-led brand is the new standard for 2026 moving forward.

SPEAKER_01 1:46

When we met, we discussed this as well. The way people are discovering you on their favorite platforms is because of your point of view. What you're selling comes later. They're invested in your narrative, your story, your struggle. Glad you said that. You are the powerhouse with so much you've achieved, award-winning PR strategist. Tell our audience. If you were building a brand from scratch, no followers on Instagram, not great, you know, like visibility. What belief would you sharpen first? And what would you tell these upcoming women, entrepreneurs? How do they find that point? And what should they pull first before trying to do everything?

SPEAKER_00 2:25

As entrepreneurs, we are naturally multi-passionate and want to start jumping into things. The first belief is that confidence piece and really owning your authority and moving into what to do first. Hone on one thing. Hone your expertise on that one offer, that one product that is going to be your hero. Focus on that one thing versus trying to go in too many directions at once. You want to be clear with this one item, this one offer and message, and repeat it over and over again. Start creating momentum around one thing and grow from there. Don't do a million things.

SPEAKER_01 3:07

Here you and I relate because I was at a point in my own journey of, you know, I know so much in branding and marketing that I was offering everything to everyone. But what I realized over time is that when you start talking about one particular thing that you're good at and that you also enjoy the most doing, because you can do 10 things, but there's one thing that really lights us up. When I started talking about that, my whole world shifted, my perspective shifted. Yes, I can still do those other nine things, but that one thing is what I stand for. It's my identity, my founder identity. When people come to me talking about the other nine things, I still try to draw them in this one thing. Let's get this done first and then move to the next thing. Do you think you've had in your journey a point where you were unclear? How did you reach that clarity? What made you reach that clarity?

SPEAKER_00 3:59

How did you navigate that journey when you were trying to do 10 things but then realized this happens often where we come back to our identity, refine our processes, and structure our businesses as we grow? Of course, we're going to be adding new offers and services and products. And we want to do that. We want to evolve where we are being seen. Maybe we're speaking on stages now, going on podcasts. So there's so many different things there that we can achieve. And for me, it is always that getting back to what is my core message and who do I want to serve? Like you mentioned, who are you passionate about serving? What lights you up? We can do busy work all day and make money from it. But if it's not lighting us up, I don't think it is sustainable and scalable. So for me, it is always getting back to that foundational piece of who am I, who am I serving, what am I passionate about? And hiring support, hiring a mentor, hiring a coach, hiring a virtual assistant, a social media agency, all of these people that can help us scale. You can't do everything yourself when growing and evolving, having that self-leadership to make that move before you are ready, maybe financially or mentally, feeling a little bit insecure. That is what those leaders we aspire to be like are doing. They're moving swiftly and not letting scarcity mindset or subconscious fears hold them back from going big.

SPEAKER_01 5:25

Kelsey, I hear you. And I it comes out in your voice the scarcity mindset, the subconscious fear we hold on to as founders. And the moment you hone in on what lights you up, suddenly the world turns around you because you are so confident about it that you don't care if anyone else has to say something different. This is what I believe in, this is what I want to talk about. If you don't resonate with me, we're happy to go anywhere else. But I know my aligned audiences, my aligned, you know, people with a similar struggle or a similar fear are going to find me because I am calling it out.

SPEAKER_00 6:04

Showing up, showing your face, talking, even posting is scary for people. So it's moving through that. A lot of times it's a business coach, therapy, breath work, meditation. There's a lot of inner work. What you have to do the work to get over that how some call it cringe mountain. I'm fortunate, I never felt cringy. I've been showing up since I was 12. My little camera back in the day, there was no social media, but I understand it's a huge factor for people. It's about showing up and giving yourself that title before you are ready. I was on a call with a client earlier, the community builder, and she said, I am the queen of St. Clair Shores, and everyone's gonna know it one day. And I said, You declare that now because people will start calling you that when you step into that identity. You are bringing people together who are growing businesses in a community and you're doing something amazing. We don't wait for her mission when it comes to what we do, what we stand for, the value we offer. We create that and then people start following. That's how you create that founder-led cult-like brand community.

SPEAKER_01 7:11

I couldn't agree more. Kelsey, don't you agree? Sales is important, we all want the revenue, but we also know our purpose, right? Like, if it's just money, there are ways to make money. You could go back to corporate and get that paycheck if it's about money. But I think women like you and the community that you're building, you're wanting people to look beyond that. That's the founder's perspective. For example, I follow this founder who is who has this entire business on coaching for ADHD specifically for women, right? And I found her content because she spoke about her struggles so much deeply about what it is to have ADHD at work, what it is to have ADHD when you know you're trying to survive, for example, a breakup. The context is important, it instantly connected with me. When we're talking about the founder's point of view, we are talking about women who are or founders who are thinking beyond just plain revenue, right? That is an outcome, that's the side effect of doing this main thing. If someone was to follow two, three steps daily to join their founder's point of view, what would your top three picks be?

SPEAKER_00 8:20

Speaking to revenue is not the goal, right? That is an outcome of your other goals because our subconscious mind drives 99% of what happens. If you say, I want to make money, the second you find five dollars in your pocket, your subconscious goes, You've made money, on to the next task. It's not allowing you to seek those revenue desires and say, I want to have 20 ambitious women inside of my coaching program, or I want to build my salon to three franchises this year. So really, we have to think about our goals outside of just dollar signs. As far as steps, number one, we need to be showing up on social media every day. Start with hosting a story in the morning about your daily plan or your coffee thoughts. You know, create some sort of signature post and then you can build off of. So if you haven't been showing up, you start showing up in the algorithm, you start showing up for the people following you. More people start joining. You need to start creating presence online. Number two, dig into where you're at. Like we're at a great time to start making goals for the new year. When you look at Q1 of 2026, think about the whole year. What can you accomplish in Q1? Let's nail that out. So we have strict marching orders. I see a lot of founders getting stuck in busy work on my phone, on my computer, doing all of the things, but not seeing results, revenue, new clients, the things that they're hoping for. So I think it's showing up and locking in on the specific goals and tasks to get there. You'll work less when you quit the busy work and you start doing the work that moves the needle.

SPEAKER_01 9:55

I hear you when you say being busy has become a symbol of being successful. Right. Yeah. By constantly doing these things, like the badge of honor, let's not forget the burnout that comes with that, right? Mindlessly posting constantly on like every platform, you know, like you don't have dedicated hours that you're doing it throughout the day. So you're constantly available to everyone. I feel that founders who have figured out their processes and systems give them enough space to be themselves and enjoy life.

SPEAKER_00 10:28

What's the point of you're not having fun? You need to create that harmony, that coexistence, and maybe that means more time off, more vacations, sleeping in, whatever it means to you. But you have to create that business that allows for that because burnout is real and mental health is important. You cannot sustain if your mental health is in the gutter, it will get really bad. I'm always talking about working on it. It's like a muscle. We have to keep building it, meditate, yoga, work out, walk around the block. Little things can be so helpful. Getting a little bit of sunlight every day, lamps, that's on my list, and weaving those mental and mindset things into your daily routine, open your plate up and expand you in so many ways when you lean into it.

SPEAKER_01 11:18

I cannot agree more to what you're saying. CEOs, founders, and business owners now seeing some scale in their business, right? So there is a brand that they are, you know, that's the name of their company, and then them, the face of the company. How do you keep the balance where the company is not depending on your face and your narrative, which is what we are discussing today, the founder's narrative, burnout, and the badge of honor of being busy because I'm the face of the brand. How do you find that balance? How do you find that okay, my brand can take this lead now? And I step in when I need to shift the conversations. I see that with my clients, personal brand, personal brand. I said, Yes, personal brand, I like that. But there needs to be like tomorrow you're sick, unfortunately, somebody dies in your family. Like, there's so much life can happen that if then you don't show up and boom, like everything goes away. So, how do you, as a founder, find that balance?

SPEAKER_00 12:17

For me, it's about systems. I batch content, I get dressed, do my makeup, and film 20 videos on topics I'm passionate about. Right now, I have too much content. I'm like, let me get this out because I'm a personal brand. I'm content's coming out of me left and right. I have to balance and say, okay, I have all of this content. I don't need to do something new. I can go on stories and keep it light. But as far as the consistent feed posts and the talking reels go, I can have my team pop things in. So I don't feel like every day I've got to film this video. It's a production. And if you want to be professional and curious, I recommend setting aside content days, whether you film them yourself, whether someone on your team films them, so they can capture that CEO content and you can map out what you want to be speaking about in the month ahead. A trend happens, an event happens, you're popping in and shifting things and you're able to be flexible, but you could also step away for two weeks and still be visible every day on your social media and in your community.

SPEAKER_01 13:18

Planning in advance and helping your teams take over so they have so much to work with. You know what, Kelsey? I'm part of communities. I have people I interact with, most of them, like 50%, if not less, say, I don't want to be a content creator, I make swimsuits, I just want to sell swimsuits, I don't want to be the face, I don't like uh performing. I am not the kind of person who can go on camera, and there's another 10% or 20%. I want to go on the camera, but like I'm not ready. I don't know what to say, I freeze. There is this pressure as a founder to perform, and not everyone can do that, right? Like, I had a discussion with a really, really amazing entrepreneur. She's like, I've not done a podcast, I feel very conscious to come on camera and talk. I can write you a blog. I remember your post about the cringe fountain. Want your perspective on this because I think it's beautiful, it's very interesting. So, like someone like you who has innate confidence, but there's an exact contrary opposite of somebody who just doesn't have that kind of confidence. How do you bridge that gap for your clients or for the women listening today? That I just yesterday I was somewhere that's like, I don't want to be on camera, but my company depends on it.

SPEAKER_00 14:33

There's the people that say, listen, I sell swimsuits. Not every brand has to be founder led. It is a direction in marketing strategy, but it doesn't have to be for everyone, especially if you feel like that is not for you. You really want to be product forward. We're gonna go in a different route with your marketing. We're gonna do UGC, bring other people in, give it that human touch. 1000% that is possible, especially when you're talking about a product doesn't make a sense to start popping in as the founder. You can go either way. If you're the person that says, I love that idea, I'm just not confident, that's something we can work on with a coach, with your mindset, different trainings to step into that space. If it's something that you desire but don't feel ready, let's work on that. If you're not wanting to do it, it's not for you, and it's going to hold you back in business. We come up with a different plan. So I still feel like they are a part of your community, even if they're not connected just to you. They feel like your brand is this space and a party that they want to be a part of because that's the goal. It's very easy to bring people in because you are the host. People feel connected to the host of the party. We use other ways to create connection and have people feel welcomed and engaged in it. So it really isn't the one and only, but it's definitely something a lot of bigger brands are doing more and more. And you need your link influencer for your own brand, which is trust because monetizing and you actually have a business built versus trying to find brand deals and sponsorship, which is also a job. I think it's just a lot harder to monetize when you don't have your own business that you're selling and you're trying to connect with other brands. I know a lot of content creators have said, hey, I went back to corporate because I wanted to study paycheck. And it's really hard these days, even if it looks easy to show up and post TikToks all day and actually make enough money to live the life you want. Well, you can also do both. Have this as your hobby, step into it when you've built enough savings from your corporate job. There's no one right way. We love entrepreneurship because it's open for everyone and it's free to step into. Invest in yourself, feel confident, and make moves that you might not have felt comfortable making in your former life.

SPEAKER_01 16:47

I hear so much experience, so much depth of understanding. People, I love it when people say this is not just one way, this is not black and white, this is not success failure, this is not like you know, you win or lose. There is a middle ground. Try this, try that, see what works. Okay, it's not working. I can go back to corporate, come back when I am better, you know, with better bank balance that can help me do the things I want to do. I love it when women like you who are leaders, community leaders, influencers in your own space are giving permission to women to not think of entrepreneurship. There's a lifestyle choice.

SPEAKER_00 17:32

It's a lifestyle, right? It's like when they talk about a diet. It's not a diet, it's a lifestyle. This is a lifestyle.

SPEAKER_01 17:37

Like I get to decide my hours. I get to decide that you know what, Mondays and Fridays, I'm gonna keep it for myself. And you know, Tuesdays, Thursdays, and all of the other days, I'm just like boom, boom, boom, meeting clients, doing all the face work that I need to. So it is a lifestyle choice. And I love it that there are many ways to do it. There's no one way because we look at founders, successful founders, and we're like, oh my gosh, you know, if it's not that, it's nothing. The all or nothing mindset.

SPEAKER_00 18:06

Not well in in entrepreneurship, because we know that we hit curve falls and we're up and we're down. And so carving your own path, that's what it's all about. Everyone else is doing things in entrepreneurship. What are you gonna do that's different, that expands the space, following another path? A lot of people get caught into they did it well. I'm gonna do exactly what they're doing. It's not gonna work for you because you don't have that secret sauce they have. You have a different secret sauce. How do you bring it out differently? How do you introduce something new to people that no one has ever seen before that only you can share? And that's that personal brand piece or your product. You know, you're not just adding into a market. How can I expand a market with my product? That's how I want to view it in business as an entrepreneur.

SPEAKER_01 18:49

Oh my God, so good. And I think, Kelsey, you have something for people on 2026. It's like a game plan uh workshop.

SPEAKER_00 18:57

I have a lot going on tonight. When is this podcast hearing?

SPEAKER_01 18:59

Because I know we're it's it's basically going to be already done where when this comes out.

SPEAKER_00 19:05

Okay, so go back into my shop on my website, and I have a vision boarding workshop where you can architect your identity for 2026. You would in December, January, July, and recalibrate because we know as business owners, as humans, things are changing in our lives, our businesses. So it's just a nice way to sort of recalibrate and set what are my intentions, what are my goals, how am I gonna exceed them? And it's really putting meaning behind what we want to do and giving ourselves that visual that says, This is this is where I'm going. Here's my roadmap. Let me kick off this new season with this blueprint that I'm committing to follow. And that's what we do inside of my mastermind, the legacy society, with female founders every single day. It's always shifting and marketing. This is just entrepreneurship. That's my passion. I'm online all the time and I'm showing up here, I'm showing up there, but I've created a very system steady, I don't want to say balance, but you know, harmony with my work, with my business. I have my agency. Everyone has a lot of pots on the stove. I want to show up as that leader women can look to and say, that's inspiring. I don't want you to give up, and I want you to go for your goals and reach for your dreams because I know they are possible. It's not simple, but it's well worth it.

SPEAKER_01 20:24

But think of it this way where you're helping put people on a blueprint to figure out the next year. If you're not doing it where you are today, that's where you're gonna be next year. Evolution and getting better is our nature. You can say I'm comfortable and I don't need to change anything, but as human nature, we keep getting better because there's always scope for improvements. I'm gonna sign up for that cause because I want to be prepared for my 2026. And yes, and I want others who are listening in, please do because I think it's interesting. Always keep getting better, even as founders, we haven't figured it out all. None of us have.

SPEAKER_00 21:03

Absolutely. There's always room for growth when your business is exploding, you need support and outside vision because we can't do this alone. We're not meant to do this alone. When you move from solopreneur into what's next, I love supporting women in that because we can only scale so far with just our ourselves.

SPEAKER_01 21:24

We're all yeah, no, I I hear you, and I'm I'm happy to uh have other women listening to my podcasts, all your genius because it's amazing, and I really am so grateful you took out the time to come on my podcast.

SPEAKER_02 21:36

I can't wait to listen.