I’m finishing off the year of brilliant blog posts with another instalment of our Business of podcasts blog series – what could be better than a chilled chat with a really lovely small business owner and podcaster in mid-December?
Today’s podcaster is Aiza Cheung, who started Nourish Your Brand in May 2024. Aiza is based in both Seoul in South Korea, and London, and runs her branding business Studio Coya alongside her podcast.
“Nourish Your Brand serves up spicy insights, juicy strategies, and bite-sized wisdom on branding and design to help your business grow, stand out, and attract the right clients.”
Let’s find out more…
1. Why did you start Nourish Your Brand?
I wanted a fun way to talk about branding without being restricted to visuals, writing captions, or emails. A podcast felt like the perfect format to share my thoughts more naturally. I like to sprinkle in some spicy takes and keep it light, but still valuable.
2. What was your original goal for Nourish Your Brand?
My goal was to create a space where people could really get to know me, not just what I do, but how I think and what I’m about.
3. “90% of podcasts don’t get past their 3rd episode” – what helped you to keep going?
I didn’t put pressure on myself to make it “perfect.” It’s just me talking about what I already love. I used food analogies to frame each branding topic, which made it more fun to create.
Hearing from listeners that they enjoyed the spin I put on things, and that I made branding feel easy to understand, definitely kept me going too.
4. What has been an unexpected business/commercial benefit of podcasting?
It’s become the easiest way to stay top of mind. Someone will hear an episode and pop into my DMs saying, I loved your latest episode and suddenly we’re chatting about working together.
(If you want to slide into Aiza’s DMs too, find her @studiocoya on Instagram)
5. How did you make your first £1 from podcasting?
A client told me they binged my whole podcast catalogue and knew they wanted my brain on their brand, so they booked a Brand Recipe (my brand audit and strategy sessions).
It was so lovely to hear that what I’d been sharing really landed and made them want my personal take.
6. What’s your least favourite thing about having a podcast?
Writing show notes 😅 I’m not great at distilling what I’ve just talked about into something concise!
7. How have you gained and engaged the listeners of Nourish Your Brand?
Mostly through being consistent and just showing up as myself. It’s always been me chatting about branding in a way people can relate to.
This year, I started interviewing other business owners about how they nourish their clients’ brands. It’s brought fresh perspectives to the show, and I know my listeners appreciate hearing different voices and business journeys too.
8. What aspects of your podcast production do you outsource or delegate?
I don’t outsource anything! I keep it super simple. It’s just me at my laptop. I record and edit in Descript, then publish via Substack. It’s quick, easy, and it gets my episodes out there, so it works for me right now.
9. How much would you recommend that a new podcaster budget for getting started, and where should they spend it first?
I didn’t spend anything at the start so don’t let that stop you! I went live on Instagram for my first 10 or so episodes. It kept me accountable and meant no editing.
Eventually, I invested in Descript, which made it so much easier (and quicker) to publish episodes with better quality.
10. What is a really small thing you’ve done that has helped Nourish Your Brand grow?
Sharing it and letting people know that I have one!
11. What’s on the immediate horizon for Nourish Your Brand?
I’m planning to keep up the short solo episodes, they’re quick, punchy, and fun to make, but I’ll continue to bring in more guests. Not just for variety, but to dive into how other business owners are building and showing up for their brands.
I still love sharing my own spicy takes, but I want the podcast to feel like a well-rounded table where different voices add to the conversation.
I’ll also experiment with more series that tie into my offers, which will still packed with value, but with a clear next step for listeners who want to go deeper and work with me.
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As recommended by Aiza Cheung
We asked Aiza to recommend people, organisations or resources that have helped her as a podcaster…
Descript
I’m not an audio whiz and don’t have time to learn all the fancy software, so Descript made it really easy to edit my episodes.
Substack
I use it to publish my episodes. It’s free, which is great!
You can listen to Nourish Your Brand via the Studio Coya Substack, on Apple Podcasts, or wherever you get your podcasts. You can also watch the Nourish Your Brand podcast episodes on YouTube.
Make sure to follow @studiocoya on Instagram for bitesize bits of branding advice and podcast episode snippets, and you can find Aiza on Threads @studiocoya too.
See you in the new year for more Business of podcasts blog posts, but if you can’t wait that long, head to the Podcasting section of the Studio Cotton blog for all sorts of podcasty tips, and follow Aime on Instagram @studio.cotton for tidbits of website advice.
