Rich Kozak has spent nearly 50 years shaping brands, and his hot take will stop you in your tracks. He says your brand isn’t what you believe it to be - it’s the perception in the minds of the people you most want to impact. Alyssa Nolte sits down with Rich to rethink what branding really means and why most of us have been looking at it the wrong way.

This conversation goes beyond logos, colors, and taglines. It’s about clarity, consistency, and building a brand that truly connects with people. If you’ve ever felt unsure about how to talk about your work, or why your message doesn’t land the way you want, this episode is for you.

Why listen: Rich brings decades of experience and real-world examples that show branding is not fluff, it’s a process that can change how people see you and how you grow. Alyssa challenges him with questions every business leader asks, and together they unpack what it takes to build trust and impact.

3 key takeaways:

Your brand is not your story...it’s the perception in the mind of the people you want to impact.
Consistency in your message builds trust; inconsistency breaks it fast.
Clarity in branding is not opinion, it’s a process that shapes how customers see your value.

This episode is a must-hear if you want to stand out, attract the right clients, and grow with purpose.

Your Brand Isn’t What You Think…It’s What They See with Rich Kozak