Branding Is Connection: Build Trust with Your Voice & Visuals with Katie Test Davis

Host: Jo Espejo, Founder of Branding by Jo

Guest: Katie Test Davis, Founder & CEO of Forthright Advising

You can have the best offer in the world, but if your brand doesn’t resonate, people won’t engage. In this episode, Jo sits down with communication strategist Katie Test Davis to unpack why branding is connected, how ethical storytelling builds trust, and why your email list (not the algorithm) is one of your most powerful assets.

Summary

Katie shares how Forthright uses brand voice, brand photography, and data-driven marketing to build trust with child- and family-focused nonprofits. Jo and Katie talk about email marketing, consistent visibility, imposter syndrome, ethical storytelling, and how to stay relevant as SEO evolves into AI search.

Key Topics Covered

• Branding as connection (not just visuals or a logo)

• Visual storytelling and why “the face behind the brand” matters

• Email marketing as the most reliable channel you can own

• Consistency + repetition to build trust (without burning out)

• Ethical storytelling, consent, and confidentiality

• Data-driven marketing: open rates, impressions, and simple testing

  
  

What You’ll Learn

• How to build trust fast when your visuals and voice match your values

• Why email lists protect your audience from algorithm changes

• What to track monthly to make smarter marketing decisions

• How to tell stories that establish credibility without oversharing

• What “next level” visibility looks like with AI search and modern SEO

  
  

Chapters

00:00 The Power of Authentic Branding

02:59 Visual Storytelling in Branding

05:01 The Importance of Email Marketing

07:05 Owning Your Audience: The Value of Email Lists

08:01 Building Trust Through Consistency

10:11 Establishing Credibility and Expertise

12:31 Sharing Personal Stories to Connect

14:23 Overcoming Imposter Syndrome in Branding

18:21 Taking Ownership and Leadership

20:10 Ethics in Storytelling

21:07 Establishing Personal Brand and Confidentiality

22:29 Data-Driven Marketing Strategies

26:47 Navigating AI and SEO for Future Success

28:32 Authenticity and Branding in Business

30:31 Building Client Relationships Through Value

37:05 Outro

Guest Links

🌐 Website: https://www.forthrightadvising.com

📩 Email List: https://www.forthrightadvising.com/subscribe

💼 LinkedIn: https://www.linkedin.com/in/katietest

✨ Explore Branding by Jo at → www.brandingbyjo.com