142 - How to Build a Brand That Sells: Strategies for E-Commerce and Service Businesses with Kristina Rajzer

SEOLeverage - The SEO Podcast for Online Business Owners

In this episode of the SEO Leverage Podcast, Gert Mellak welcomes Kristina Reiser, brand strategist at Recognized, for a deep dive into what it really takes to build a brand that resonates — and sells.

💡 Kristina explains why personal branding often outweighs corporate branding, especially for small and medium-sized businesses. From her years of experience helping founders and companies communicate with clarity and purpose, she reveals how branding is more than just a logo or a color palette — it's your company's soul and long-term strategy.

🎯 Topics covered:

1. The difference between corporate vs. personal branding — and how they work together
2. Why founders should lead with their personal brand to build trust and loyalty
3. How branding supports SEO and AI-driven search visibility
4. Actionable tips to start building your brand — even if you're short on time
5. How to measure personal brand impact (yes, you can track this!)
6. Why consistency across platforms is essential in the era of AI and multi-channel marketing

Whether you're growing an e-commerce site, launching a personal consultancy, or scaling a digital agency, this episode will help you approach branding with clarity, confidence, and strategic focus.

Podcast Highlights:

01:38 - Why Branding Is More Than Marketing

Kristina explains how branding isn’t just a function of marketing — it’s a long-term business strategy that defines how a company connects emotionally with its audience.

02:50 - Corporate vs. Personal Branding: What’s the Real Difference?

Kristina breaks down the core differences between corporate branding and personal branding, and why the latter is often more effective for SMEs and founders.

07:49 The Power of a Personal Brand in E-Commerce

Kristina delivers the episode’s core message: For small and medium e-commerce businesses, your personal brand is the most valuable asset.

10:48 Start Here: Actionable Steps to Build Your Personal Brand

Kristina shares practical advice for founders starting from scratch: Build a small team, focus on the right platforms, and avoid spreading yourself too thin.

25:36 Consistency Across Platforms: Why It Matters for Google & AI

Gert and Kristina discuss how inconsistent messaging across social platforms confuses not just people, but also Google and AI.

16:36 How to Know Your Personal Branding Is Working

Kristina shares tangible KPIs to measure branding success — from increased direct traffic to brand mentions and authority in your niche.

Guest Website Info:

• Name: Kristina Reiser
• Role: Brand Strategist | Founder at Recognized
• LinkedIn: linkedin.com/in/kristinarajzer

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]