The Digital HOOFPRINT Podcast
Exploring the relationships between brand, culture, and leadership.
The Digital Hoofprint Podcast explores the intersection of brand, culture, and intentional design inside organizations. Hosted by brand strategist and culture builder Abriana Johnson, each episode dives deep into the ideas shaping how we show up, lead, and build meaningful work.
Whether you’re a creative leader, entrepreneur, or professional shaping team dynamics and brand identity, you’ll find thoughtful conversations that challenge the status quo and leave you inspired to design with intention.
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EPISODES
The Digital Hoofprint Podcast is a space for leaders to explore how brand and culture shape the way we lead, grow, and create impact.
Hosted by Abriana Johnson, founder of Black Unicorn Creative, this show invites you to think critically about the systems, stories, and structures behind your business. Each episode offers reflections and strategies that connect the dots between vision and execution, culture and communication, values and decision-making.
Whether you’re shaping a new brand, evolving your team, building creative capacity or navigating change, this is a space to explore alignment as a strategic practice and competitive advantage.
This is your digital hoofprint. Make it matter.
Why do so many rebrands fall flat? Why doesn’t a new logo or website usually solve all of our business problems? I share real-world examples (the wins and the flops) and walk you through the seven biggest reasons rebrands don’t land the way we hope. More importantly, I introduce the “Seven Pillars of Brand Alignment,” a framework I use with clients to uncover root issues and build real, sustainable brand change.
Whether you’re mid-pivot, considering a rebrand, or just feeling misaligned inside your organization, this episode will help you think more clearly and lead more confidently.
You can register for the Your Personal BrandOS webinar at blackunicorncreative.com/personal-brand-os .
What I Cover:
- Why rebrands flop (with real-world examples)
- When a rebrand is the right move
- The hidden motivations behind rebranding
- 7 reasons most rebrands don’t stick
- How to lead change that feels real (not cosmetic)
- My “Seven Pillars of Brand Alignment” framework
- How your leadership impacts brand trust
- An invitation to the Your Personal BrandOS training
Timestamps:
- 00:00 – Welcome + episode intro
- 01:07 – Examples of successful vs. failed rebrands
- 02:08 – When rebranding is actually a good idea
- 05:42 – What makes rebrands fail (start of 7 mistakes)
- 08:10 – Mistake #1: Cosmetic changes only
- 11:24 – Mistake #2: Solving the wrong problem
- 13:35 – Mistake #3: Branding as just a marketing function
- 14:36 – Mistake #4: Operational inconsistencies
- 16:30 – Mistake #5: Mixed messaging
- 18:19 – Mistake #6: Failing to engage employees
- 19:28 – Mistake #7: Leadership misalignment
- 21:19 – The Seven Pillars of Brand Alignment (overview)
- 26:03 – Announcing the “Your Personal Brand O.S.” webinar
- 27:33 – Final thoughts + call to action
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