The Message Behind the Brand: Laurie Kozan on Clarity and Connection

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In this episode, we’re joined by Laurie Kozan, founder of Own Source Marketing Studio, whose career spans PR, branding, design and digital strategy, all anchored by a single golden thread: shaping how people experience information.

Laurie talks about navigating transitions, from international moves to career pauses and pivots, and how each phase deepened her understanding of meaningful communication. She shares powerful insights into the often-overlooked nuances of brand identity, particularly for solopreneurs translating deep expertise into something their audience can actually connect with.

We explore how curiosity drives her strategic approach, why she believes in saying yes before self-doubt kicks in, and what she learned from stepping onto the stage at Speak and Shine. With refreshing honesty and wit, Laurie unpacks the messy beauty of building a business that truly reflects your voice, while reminding us that clarity often begins with simply paying attention.

Whether you're rethinking your brand, wondering how to present yourself after a career break or just love hearing how others turn curiosity into impact, this one’s for you.

Key Takeaways
Clarity in Communication Begins with Perspective-Shifting
Laurie emphasises that effective communication isn’t just about what you want to say, but how the audience will receive it. Whether you’re building a brand, pitching expertise or writing copy, success lies in understanding and bridging the gap between your own knowledge and how others perceive the problem. This shift in perspective is especially crucial for solopreneurs moving from corporate roles to consultancy.

Your Brand Identity Should Be a Daily Tool, Not a Decorative Asset
Laurie introduces the idea of a “source book”  a practical, strategic framework that anchors every brand decision, from messaging to offers. She makes a compelling case that brand identity isn’t about colours or logos, but about clarity of purpose, values and consistent language. When done well, your brand strategy becomes something you actively use to shape decisions, not just a static set of assets.

Guest Information:

https://www.sourcemarketingstudio.com/
https://www.linkedin.com/in/lauriekozan/
lauriekozan@gmail.com

Chapters

• 2:40 Introduction
• 4:02 The Golden Thread in Laurie’s Career
• 7:26 Wearing Many Hats: From PR to Strategy
• 9:39 Rebuilding Professional Identity Through Transitions
• 12:52 Saying Yes Before You’re Ready
• 19:34 The Challenge of Clarifying Your Own Message
• 24:29 What Makes a Strong Brand Identity