Transformation-Focused Branding with Allie Martin


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“I start with the transformation and work backward. What happens when the customer experiences your brand?” Allie Martin has a holistic approach to brand building that she’s refined over the last decade. Through her work, she helps brands find “fame and fortune” and entrepreneurs get a little “selfish” with self-care. We discussed all of this and more on this week’s episode of the On Brand podcast.

About Allie Martin

Allie Hembree Martin is a veteran brand and communication strategist with 10+ years of experience and owns Fame and Fortune. Fame and Fortune helps brands share their messages through a host of public relations and marketing tools. Allie received her bachelor’s degree from Western Kentucky University in Broadcast Journalism and her Master’s in Business Administration from Midway University. In 2019, she was named Public Relations Society of America’s Rising Star.

She formerly worked in public relations for Amazon, Alltech, Kendra Scott, and the International SPA Association. Allie produces and hosts a podcast called Selfish, a show dedicated to self-care for entrepreneurs. You can find her at

Episode Highlights

Transformation-focused brand building. “I start with the transformation and work backward. What happens when the customer experiences your brand? People won’t remember what you say but they’ll always remember how you made them feel. To do this, you have to know your customer avatar.”

How do you create a customer avatar? “What’s going to get their attention? What’s going to get them to stop the scroll? I like to create a vision board for customer personas or avatars.”

As host of the Selfish podcast, I wanted to ask Allie about self-care for entrepreneurs. First, “self-care for entrepreneurs is different” than regular self-care. As an entrepreneur, you can’t always turn off your work at home.

What’s one thing we can differently today on the topic of self-care? “One thing you can do is make self-care into one thing.” Allie noted that a big mistake we often make is being too generic when it comes to this topic.

What brand has made Allie smile recently? Allie shared a story—driven by story—from the Kentucky Humane Society in Louisville. It made me want to adopt Ethan!

To learn more, follow Allie on Instagram and DM her for special bonus materials.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!

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