How to Be a Non Commodity in a Commodity Driven World

“People don’t buy from logos—they buy from people.” – Rachel GogosIn this week’s episode, Carol Schultz sits down with Rachel Gogos, founder and director of strategy at brandiD, to unpack what it really takes to stand out in a world where nearly every business feels interchangeable. From AI-generated websites and generic branding to personal positioning and founder-led marketing, Rachel explains why businesses that feel human are winning trust while “commodity brands” are getting ignored.Rachel breaks down why so many companies fail to connect online despite spending money on websites, SEO, and content. She explains why founders themselves are often the biggest differentiator in a business, why audiences are becoming increasingly skeptical of AI-generated content, and how businesses can build stronger relationships by making customers feel seen instead of constantly talking about themselves. Carol and Rachel also discuss the growing importance of authenticity, messaging clarity, customer psychology, and why businesses must stop relying on shortcuts if they want long-term growth.The conversation also explores personal branding myths, why introverts can still build powerful brands, how LinkedIn differs from other platforms, and why consistency across websites, podcasts, social media, PR, and messaging is essential for modern businesses trying to survive in crowded markets.TakeawaysThe founder is often the strongest differentiator in a business.Customers increasingly want authentic, human brands.AI-generated branding can feel emotionally empty and mechanical.Businesses fail when they focus too much on themselves instead of customer pain points.Personal branding is not just for extroverts or influencers.Strong messaging starts with understanding the customer first.Websites alone don’t generate growth—marketing and positioning matter.Consistency across platforms builds stronger trust and authority.Many businesses abandon marketing strategies too early.SEO, copywriting, and brand positioning all work together as one ecosystem.Founder-led content performs especially well on platforms like LinkedIn.Differentiation comes from understanding what competitors are missing.Chapters00:00 Intro: Standing out in a commodity-driven world02:35 Why founders are the biggest differentiator03:37 Rachel Gogos on building brandiD and helping businesses grow online04:29 Why outdated websites and weak messaging hurt brands05:19 Budget mistakes businesses make early on06:29 The problem with AI-generated websites and branding07:50 Why authentic brands build stronger trust08:12 Why founders should become the face of the business10:38 Branding mistakes companies make too early11:07 Why customer-focused messaging matters11:28 The danger of constantly changing marketing strategies12:37 Why audiences are getting tired of AI-generated content13:39 Rachel’s entrepreneurial journey and starting brandiD15:36 Personal branding vs. business branding16:26 Why people buy from people17:45 Combining founder branding with company branding19:29 Building a full marketing ecosystem around a website21:58 Word-of-mouth, Google, and personal branding as growth channels23:25 Why many industries are becoming commoditized25:53 Carol’s SEO and AEO growth strategy experience28:02 Finding the right talent in SEO and marketing31:38 Separating your business from competitors32:40 How a cigar brand successfully differentiated itself35:15 Building brand trust through consistency and communityConnect With Host Carol SchultzFind more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram.Want to be our next guest expert? Email [email protected] with your information.And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!