How Authentic Branding Builds Trust & Visibility

Branding isn’t just how your business looks.

It’s how it feels to experience you.

In this episode of The Branded Impact Podcast, I’m joined by Katie Test Davis, Founder of Forthright Advising, a powerhouse communication strategist with nearly 20 years of experience helping child- and family-focused nonprofits tell stories that inspire action. Her mantra is one I love: “Communication is an act of love.” And throughout this conversation, you’ll hear why authentic branding “isn’t a nice-to-have. It’s the bridge between your values and the clients you’re meant to serve.”

We talk about visual storytelling, why email is still the most underrated visibility tool, how to own your audience (instead of being at the mercy of algorithms), and what it looks like to lead with confidence without feeling “braggy.” Plus, Katie shares how her team uses simple analytics and hypothesis testing to make smarter marketing decisions and how they’re preparing for the future of AI-driven search.

🎧 Listen to the full episode of The Branded Impact Podcast here → Branding Is Connection: Build Trust with Your Voice & Visuals

🎧 Episode Overview: Email, Trust & Visibility

Branding isn’t just your logo, colors, or website. It’s the feeling people get when they land on your content, read your emails, and decide whether they trust you enough to take the next step.

In this episode, you’ll learn:

• Why authentic branding is the foundation for trust, credibility, and long-term client relationships
• How email marketing helps you own your audience instead of relying on changing algorithms
• The role brand photography and visuals play in creating real human connection
• How to use simple data and A/B testing to make smarter marketing decisions
• What ethical storytelling looks like when confidentiality and values matter
• How to prepare your brand for the future of AI-driven search and visibility

This conversation is a must-listen for business owners who want their brand to feel aligned, intentional, and powerful, without doing all the things or burning out. Especially in a season where visibility feels louder, faster, and more crowded than ever.

🎧 If you prefer to listen while you work, you can tune into the full conversation here: Branding Is Connection: Build Trust with Your Voice & Visuals

🗝️Key Takeaways from the Episode

Authentic branding is “we’ve stood in your shoes”

“You don’t have to explain your work to us… people feel instantly seen and heard.” -Katie Tess Davis

Katie explains that Forthright works exclusively with organizations that “love kids,” and that trust is built faster when your brand voice communicates lived experience—not just services.

1. Visual storytelling isn’t optional anymore

“People love to work with people.” -Katie Tess Davis

One of the most interesting moments: even with a tiny email list in 2019, their subscribers consistently clicked the writer’s photo. Not because they needed a bigger headshot… but because they wanted connection.

2. Email lists = owned audience (and peace of mind)

“We are not at the whim of some tech bros’ algorithm.” -Katie Tess Davis

We talk about why email is stable, portable, and powerful, especially when social platforms shift, accounts get hacked, or trends change every five minutes.

3. Confidence isn’t braggy. It’s leadership.

“You are never too much for the right people.” -Katie Tess Davis

If you’ve ever hesitated to share wins, teach boldly, or position yourself as the go-to… this part is your permission slip.

4. Ethical storytelling + confidentiality can still be personal

“Consent in storytelling is a really big part of the work we do.” -Katie Tess Davis

You can be the face of your brand and still protect privacy (kids, clients, confidential industries). You don’t need to show faces to tell meaningful stories.

5. Data-driven marketing without the overwhelm

“We make a hypothesis of what we want to test going into next month.” -Katie Tess Davis

Their team tracks open rate, clicks, unsubscribes, LinkedIn impressions, and then tests what actually works for their audience (not just what marketing gurus recommend).

6. The future: AI + search is changing visibility

“People are going to stop Googling and start asking AI.” -Katie Tess Davis

We discuss AI summaries, AISO, and why authority signals (PR hits, strong SEO, consistent content) matter more than ever.

⏱️Episode Timestamp

• 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

🔗Guest Resources & Links

🌐 Website: https://www.forthrightadvising.com
📩 Email List: https://www.forthrightadvising.com/subscribe
💼 LinkedIn: https://www.linkedin.com/in/katietest

🎧Listen & Watch the Episode

🎧 Listen on Spotify
🎧 Listen on Apple
📺 Watch on YouTube

About The Branded Impact Podcast

The Branded Impact Podcast is hosted by Jo Espejo, Founder of Branding by Jo—helping women-led businesses align their visuals, messaging, and systems so they can show up with confidence, sell with clarity, and scale without burning out.

Expect strategic conversations, real talk, and practical brand moves you can implement immediately.

Ready for a Brand That Matches the Impact You’re Making?

If this episode made you think, “Okay… my brand needs to match the impact I’m here to make,” here are two ways to tighten things up fast:

Book a Visual Brand Audit
A clear, honest look at what’s working, what’s causing confusion, and where small shifts can create a big return.

🌐Explore Branding by Jo at www.brandingbyjo.com