LATEST EPISODE
EPISODE 088
In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with Shawn Hopman, founder of Ya-Sure Kombucha in Brainerd, Minnesota. Shawn shares how a career as a regional beverage gas salesman, a lot of gas station stops, and a SCOBY from a friend led him from brewing a gallon at a time to running a commercial kombucha business.

PODCAST
Marketing Insights and Brand Stories in Saint Cloud, MN
Welcome to Behind the Brand, a podcast for small business owners, solopreneurs, and aspiring entrepreneurs who are ready to start strong, stand out, and stay bold.
Hear directly from our clients as we peel back the layers of their brands to reveal the bold decisions that helped them overcome challenges, grow their businesses, and stay ahead of the curve.
We’re here to inspire you to think big, take risks, and be bold. Let’s get started—your next big idea is just a listen away.
Episodes
2026 Episodes

Non-Alcoholic Beverage Brands: What One Minnesota Kombucha Founder Learned by Being Early
Shawn Hopman of Ya-Sure Kombucha in Brainerd, MN on being early to non-alcoholic drinks, self-distribution, and putting a dollar value on your time.

What Is Experience-Based Marketing? Selling the Experience Before Anyone Has It
Moxie Creative is focusing on food and beverage and tourism. Kelly Cane and Taylor share what’s next for the St. Cloud agency and what isn’t changing.

How a 110-Year-Old Family Business Stays Relevant: Leah Bernick Sutherland of Bernick’s
Bernick’s has served St. Cloud for 110 years. Leah Bernick Sutherland shares how a family business keeps evolving, gives back, and markets local.

Tactics vs. Strategy: Why the Marketing You Ask For Isn’t Always the Marketing You Need
Need a new website, SEO, or more leads? Taylor and Kelly break down tactics vs. strategy so your small business spends on the marketing it actually needs.

The Check Engine Light in Your Head: A Counselor’s Guide to Catching Burnout Early
Licensed counselor Nate Van Heuveln of Criterion Counseling in St. Cloud explains how to spot the early warning signs of burnout before it’s too late.

Why Your Business Sounds Like Every Competitor (And How to Stand Out)
Quality, trusted, exceptional service: if your website says what everyone else’s does, it’s time to change. Learn how to stand out from your competitors.

Entrepreneurship Rarely Goes to Plan: A Cider Company’s Wild Ride From College Dorm to National Distribution
Jason Dayton of Minneapolis Cider Company planned on $2,500 and a Christmas launch. It took $50,000 and until July. Here’s what entrepreneurship taught him.

What “Free” AI-Generated Design Actually Costs Your Brand
AI can create a logo or social graphic in seconds, but should you use it? Learn what free AI-generated design may really cost your brand before you use it.

Best of Summer 2026: The Marketing Advice We Keep Coming Back To
Summer slows your calendar, not your goals. Revisit our favorite Behind the Brand marketing advice from 2026 to keep your business moving into the fall.

How to Know When Your Business Needs a Brand Strategy
When marketing stops working, the fix may not be a new logo or more ads. Learn the signs your growing business needs a brand strategy before more tactics.

Behind the Immersive Show That Puts Audiences Inside Folsom Prison
Jay Ernest of Church of Cash shares how a Johnny Cash tribute grew into an immersive show that puts audiences inside Folsom Prison in January 1968.

Why Your Marketing Isn’t Working (Even When You’re Doing Everything Right)
Website, social media, ads, and emails, yet results still lag? Learn why doing everything right isn’t enough and what’s really holding your marketing back.

What UGC Actually Is (and Why It’s Not the Same as Being an Influencer)
Former Moxie team member Isabella Severson shares how she left her job for Europe and why user-generated content creation differs from influencer work.

What to Do When Business Is Slow (Before You Panic)
Every business has slow seasons. Learn practical steps to take when the phone stops ringing and sales stall, so you can keep your company moving forward.

How to Choose Promotional Products People Actually Want to Keep
From pens to branded apparel, the difference between swag people keep and toss is strategy. Betsy Mauer shares how to choose promotional products that last.

The Hidden Consulting Work Your Marketing Agency Is Doing (That You Never See)
Before the first design or campaign comes strategy. See the behind-the-scenes consulting Moxie Creative does to understand what your business really needs.

How Big Brothers Big Sisters Turns Two Hours a Month Into a Lifelong Impact
Fishing, baking cookies, or grabbing lunch can change a life. See how Big Brothers Big Sisters of Central Minnesota builds lasting one-to-one mentorships.

Year Three Reflections: The Wins, the Growing Pains, and What Comes Next for Moxie Creative
Explore key milestones, lessons learned, and growth opportunities highlighted by Moxie Creative over the years. Read more about the journey ahead.

From Biology Lab to Wedding Photographer: Kiarra Stommes’ Entrepreneurial Journey
Wedding photographer Kiarra Stommes shares what it really takes to build a business around your passion, from long hours to learning as you go.

Your Q4 Results Start in July
Taylor and Kelly explain why the businesses that win Q4 start planning in summer, and how a mid-year check-in sets up a strong second half.

Why Finding the Right Career Fit Changes Everything with Laura Hartog of Bad Habit Brewing
Laura Hartog of Bad Habit Brewing in St. Joseph, MN shares how career alignment, workplace fit, and creative partnerships keep a local brand moving forward.

What Really Happens When You Hire a Marketing Agency
Great marketing starts long before the final product. See what happens behind the scenes when you hire an agency, from strategy questions to honest talks.

Building Community Through Hospitality and Historic Spaces with Casey Austin
Casey Austin shares how St. Cloud’s historic 1889 Foley Mansion was restored into an event venue and gathering space that brings the community together.

Why Blogging Still Matters for SEO in 2026
Is a blog still worth it? Yes. Learn how consistent, strategic blogging helps your business show up more on Google, build trust, and attract new customers.

How Jeremy Salzbrun Turned H&S Heating and Air Conditioning Into a Community Powerhouse
Second-generation owner Jeremy Salzbrun shares how H&S Heating and Air Conditioning built trust with Central Minnesota families and became a community staple.

Why Google Reviews Matter More Than You Think for Small Business Growth
Customers form opinions before they ever call you. Learn why Google reviews matter more than you think for small business growth and how to earn more of them.

How Synergy Chiropractic and Wellness Clinic Built a Strong Local Brand
Dr. Cheri Carlson of Synergy Chiropractic and Wellness shares the unexpected turns, hard decisions, and persistence behind building a trusted local brand.

Why Video Marketing Matters More Than Ever for Growing Brands
Videographer Tyler Schmitz explains why video now leads marketing, from social reels to web content, and how growing brands can use it to drive engagement.

How to Know When Your Business Should Lease, Buy, or Move
Eric O’Brien of Commercial Realty Solutions explains how to decide whether to lease, buy, or move, starting with a fresh look at your long-term business plan.

From Team Member to Emerging Leader: Taylor’s Award-Winning Journey
Growth isn’t always a promotion. Taylor steps into the guest seat to share how taking ownership and stepping up led to an award-winning leadership journey.

Launching Return to Joy: A Christ-Centered Coaching Brand With Heart
Founder Kim Johnson shares how Return to Joy began at a breaking point and grew into a Christ-centered coaching brand built on healing, faith, and heart.

What We Learned From One Year of Consistent Podcasting
A year after hitting record on Behind the Brand, Moxie Creative shares what consistent podcasting taught us about marketing, community, and bold brands.

Battle of the Bands, B-Side, and the Future of Live Music in Central Minnesota
John Schulte of Project 37 and B-Side Indie Music Cafe shares how all-ages spaces and a Battle of the Bands fundraiser are creating stages for young artists.

How Tourism Marketing Drives Economic Growth in Greater St. Cloud
Learn how Moxie Creative uses tourism marketing strategies to attract visitors and support economic growth. Read the full article for insights.

Lead Generation Marketing for Small Business: What Works (and What Doesn’t)
Not all marketing is built to generate leads. Learn the difference between awareness and lead generation tactics and which ones help small businesses grow.

How to Rebrand a Legacy Business Without Losing Loyal Customers with Jake Neu from Legacy Upfitters
Jake Neu of Legacy Upfitters shares how they left a long-standing franchise after 25 years and rebranded independently without losing loyal customers.

Why Podcasting Works for Small Businesses in 2026
Podcasting has matured into a powerful tool for small businesses. Learn how a podcast builds trust, increases visibility, and connects you with your audience.

From Letterpress to Leadership: Mary Bruno on Craft, Community, and Creativity
Mary Bruno of Bruno Press shares her unconventional path to entrepreneurship, turning grief into growth, and building a sustainable creative business.

Authentic Branding vs. AI Design: What’s Working in 2026
Discover what truly works in 2026 as Moxie Creative in Saint Cloud, MN, explores the balance between authentic branding and AI design. Explore it today.

Behind the Brand, Again: Liz Fiedler Mergen’s Year of Transformation
Explore the inspiring transformation of Liz Fiedler Mergens, founder of Moxie Creative in Saint Cloud, MN, as she shares her journey. Discover now.

Why Your Business Goals Don’t Need to Start on January 1
Skip rushed resolutions. Taylor and Kelly share why intentional, flexible business goals can start any time and how they set goals at Moxie Creative.

From Orchard to Icon: How Milk and Honey Ciders Built a Beloved Brand
Peter Gillitzer shares how friendship, rare apple varieties, and respect for place turned Milk & Honey Ciders into a beloved Central Minnesota destination.

The Power of Print in Your Marketing Strategy
Print isn’t dead, it’s evolved. Discover how standout business cards, invitations, and direct mail can make your brand memorable in a digital-first world.
2025 Episodes

2025 Wrapped: Moxie Creative’s Favorite Moments and Milestones
Explore the standout moments and milestones from 2025 with Moxie Creative in Saint Cloud, MN, and explore our impact. Join the journey today with us.

Building Stronger Communities: Klair Black on United Way’s Impact
Explore how Moxie Creative in Saint Cloud, MN, highlights Klair Black & United Way’s community impact. Learn how these efforts improve local connections.

Inside AD Connect: Moxie Creative’s Top Takeaways from the 2025 Advertising Conference
Taylor, Mo, and Tyler recap the AAF’s AD Connect 2025 conference in Minneapolis, sharing honest takeaways and how they’ll shape Moxie’s client work in 2026.

Revamping Heritage: The Barrel Mill’s Modern Evolution
Calen Kirkland of The Barrel Mill shares how a family-owned cooperage honored its legacy while embracing innovation and a brand refresh for the digital age.

Encore Careers: Diane Hageman’s Path from Healthcare Marketing to YMCA Leadership
Diane Hageman shares her path from healthcare marketing at CentraCare to YMCA of St. Cloud leadership, with lessons on encore careers and women in leadership.

The Power of Integrated Marketing Campaigns
The best results don’t come from digital or traditional alone. Learn how integrated marketing campaigns blend both to reach more customers and drive growth.

Community Impact with the YMCA: A Conversation with Jenna Kingsley
Moxie Creative in Saint Cloud, MN, features Jenna Kingsley as she discusses the YMCA’s efforts to support local families & youth. Explore her perspective.

Flexibility, Family, and Finding Balance: Navigating Parenthood and Professional Life
Sick days, daycare pickups, and late nights. Taylor, Kelly, and Mo get real about working parenthood and finding balance while running a business.

Marketing a Chamber of Commerce: Emily Bertram on Strategy, Community & Growth
Emily Bertram of the St. Cloud Area Chamber shares how a chamber markets its value through multi-channel strategy, storytelling, and community growth.

Building a Strong Foundation: The Importance of Owned Media
Discover why owned media matters as Moxie Creative in Saint Cloud, MN, explores strategies to build a strong foundation for long‑term success. Visit now.

From Employee to Owner: The Bravo Burrito Evolution with Mike Lardy
For 40 years Bravo Burritos has served scratch-made food in St. Cloud. Mike Lardy shares his story of persistence, creativity, and community behind the brand.

Why Cutting Marketing Budgets Hurts Business Growth
Marketing isn’t a nice-to-have. Learn why it’s a real business expense like rent or payroll, and why cutting it when budgets tighten can stall your growth.

How a Family-Run Business Thrives: Lessons from White Wolf Custom Apparel
Joe Berg of White Wolf Custom Apparel shares how his family-run Little Falls shop built a human, memorable brand one T-shirt and Fun Friday at a time.

Understanding AI’s Impact on Marketing
AI is everywhere, and the hype is loud. Moxie Creative cuts through the noise to explain AI’s real impact on marketing and what it means for your business.

Behind the Benefits: Talking Supplemental Insurance with Deb Krump (Krump Benefit Consulting)
Explore insights on supplemental insurance as Moxie Creative in Saint Cloud, MN, talks with Deb Krump of Krump Benefit Consulting. Discover the benefits.

From Intern to Asset: The Making of a Successful Internship Program
Internships aren’t cheap help or coffee runs. Taylor and Kelly share their stories and what makes an internship program valuable for students and businesses.

Building Inclusive Creative Spaces with Anna Bovitz of Project 37 and B-Side Indie Music Cafe
Discover how Moxie Creative in Saint Cloud, MN, partners with Anna Bovitz to explore inclusive creative spaces & their impact on the community. Learn more.

Building Your Brand by Being Involved in Your Community
Discover how Moxie Creative in Saint Cloud, MN, shows the value of community involvement in building a strong brand. Explore essential insights today.

The Power of a Pivot: Poppy Salon’s Bold Rebrand and Legacy of Excellence
Poppy Salon co-owner Jackie Hindeman shares how she built a trusted Central Minnesota salon, embraced a bold rebrand, and kept a legacy of excellence.

Two Years of Moxie: What We’ve Learned, Loved, and Laughed Through
Moxie Creative turns two! Our team looks back on standout client projects, hard-won lessons, and the laughs that made year two in St. Cloud one to remember.

From Numbers to Know-How: Cherie Landwehr’s Journey Building a Trusted Accounting Firm
Cherie Landwehr, founder of Landwehr Tax & Accounting, shares how she built a trusted firm that makes the intimidating parts of running a business easier.

The State of Social Media: Navigating the Ever-Changing Online Landscape
Social media changes fast. Moxie Creative unpacks what’s working now, from shifting algorithms to new content formats, so your brand can keep up online.

Rebranding Public Safety Foundation: Insights from the Process with Jenifer Odette
Executive Director Jenifer Odette shares how Moxie Creative helped rebrand the Public Safety Foundation to better tell its story of community service.

DIY Website Builders vs. WordPress: Moxie Creative Breaks It Down
Wix and Squarespace promise a site in 15 minutes, but is that enough? Moxie Creative compares DIY builders and WordPress to help you build a brand that lasts.

How Podcasting Can Elevate Your Brand: Insights from Abbey Graves Productions
Podcast producer Abbey Graves of Abbey Graves Productions shares how she went from radio to podcasting and how a podcast can help your business grow.

Work-Life Balance for Creatives: Real Talk from Business Owners and Employees
Is work-life balance real? The Moxie Creative team gets candid about balance across life stages, from toddler chaos and client meetings to Gen Z boundaries.

An Interview with Our Intern: Getting Comfortable with Being Uncomfortable
Our intern takes the mic to share what it takes to thrive at a fast-moving marketing agency and the lessons learned from stepping outside your comfort zone.

Mastering the Client Experience: Insights from the Moxie Team
The Moxie Creative team shares insights on mastering the client experience, with lessons small and mid-sized businesses can use to build lasting trust.

What is Fractional HR and Why Your Business Needs It
Amy Sipp of ASIP Consulting explains how fractional HR helps businesses build stronger teams, better workplaces, and stay compliant without a full-time hire.

Stop Settling for “Fine”: Why Creative is the Key to Bold Branding
Being fine is forgettable. Learn why Moxie Creative believes creative is the key to bold branding and how to turn what makes you unique into a standout brand.

Brewing Innovation: Inside Hops Direct’s Marketing Evolution
Discover how Hops Direct, a fifth-generation hop farm, embraced innovation and evolved its marketing to navigate a booming industry and shifting market tides.

Networking 101: How to Grow Your Business Without Feeling Icky
Networking doesn’t have to mean forced smiles and sales pitches. Get Moxie Creative’s practical tips for building genuine connections that grow your business.

Outgrowing the Franchise: Eric Heipel on Building Heartland Painting His Own Way
What happens when you outgrow the business model that launched your career? Eric Heipel shares how he built Heartland Painting his own way after franchising.

Small Business Growth: Hiring the Right People at the Right Time
Juggling every task? Learn the signs it’s time to hire, how to hire for culture fit, and how to manage small business growth the right way.

From Industry Insider to Innovator: Andrew Guthmiller on Building Car Concierge
Spotting a gap is only the beginning. Andrew Guthmiller shares how continuous evolution and innovation helped him build Car Concierge and stay competitive.

Social Media Success: Creating Content That Converts
Explore how Moxie Creative helps craft social content that drives conversions and engagement. Improve your strategy today and start seeing real results.

Building Trust in Real Estate: Jason Miller on Branding, Community, and Growth
Discover how Moxie Creative showcases branding strategies that build trust in real estate. Get proven tips and elevate your brand credibility today.

Marketing for Your Businesses: Should You Hire Out or Handle It Yourself?
Moxie Creative breaks down whether to hire marketing experts or DIY your strategy. Make the right choice for growth and maximize your results today.

The Power of Starting: How Sip N’ Pass Shareable Shine Turned an Idea into a Business
See how Moxie Creative highlights turning ideas into thriving businesses with real examples. Get inspired and take the first step toward your launch today.

The Cost of Starting a Business: Where to Spend and Where to Save
Understand where to invest and save when launching with insights from Moxie Creative. Make smarter business decisions today and build success faster.

“Happy Dammit”: Making Bold Branding Choices with Liz Fiedler Mergen of Sunny Mary Meadow
Liz Fiedler Mergen of Sunny Mary Meadow, a century-old St. Joseph flower farm, shares how bold branding choices and a rebrand helped her business flourish.

What the “F” is a Moxie!?
Meet Moxie Creative, the St. Cloud, MN branding and marketing agency that makes the little guys look big with strong, authentic brands for small businesses.