Designing a Digital Presence

In this edition of ⚡️The Zap, I chat with Jorge Medina, founder of EasyBranding, a platform designed to help founders and small businesses scale their branding efforts without needing a dedicated designer. 

From his roots in translation to becoming a marketing pro, Jorge’s journey is packed with valuable lessons for anyone looking to build their brand and stand out in today’s crowded digital landscape.

Kaley Ross: Hi Jorge, thank you so much for joining me today! 

Jorge Medina: Thanks Kaley, so nice to see the face behind your illustration. I’m excited to talk with you. 

KR: Likewise! I’ve followed you on LinkedIn for a few months now, and love your content. 

Let's start at the beginning. What was the moment you decided to pursue a marketing career, and how did this adventure begin?

JM: It’s actually funny—I originally studied translation and interpreting. But by the time I finished my degree, I realized I didn’t want to go down that path. However, I saw a connection between translation and marketing—translating languages is a bit like translating ideas between markets. That’s how I convinced myself (and my parents!) to shift to marketing.

I did a master’s in marketing management, but it was more focused on traditional marketing. Even though it wasn’t super relevant to digital marketing, it opened the door to the industry for me. I started with paid ads and worked at creative agencies, handling everything from the technical side to strategy and creative work. Eventually, that led me to where I am today—building products and focusing on branding.

KR: So cool! I love that connection between translation and marketing. 

Now, tell me more about your company, EasyBranding. It seems like you've systemized and productized a unique marketing service. What was the inspiration behind that?

JM: EasyBranding came about when I quit my job in September 2023. At the time, I was already building products related to marketing, but more on the creative analytics side. With the rise of generative AI, I saw an opportunity to build something that focused on founder-led marketing.

I started growing my personal brand and was consistently creating content. As my audience grew, people began asking me how I managed to produce so much content so quickly and consistently, especially when it came to design. That’s when I realized I had something here—something I had systemized without even realizing it.

Essentially, I took the principles I learned from product design and applied them to branding. It was about building a scalable process for brand identity. I researched the market, expecting to find tools that already did this, but I found that nothing like it existed. Sure, there’s Canva with its brand kits, but it still requires a designer to set up the templates. That’s where EasyBranding started—making branding accessible and scalable without needing a designer for every step.

KR: That’s brilliant. I remember a post of yours about how we often think our business ideas are "too obvious." What advice would you give to someone who might feel like their idea is already out there, or too simple?

JM: Yeah, I was talking about the concept of "selling your sawdust," which comes from the lumber industry. In that industry, sawdust, the waste product of cutting wood, became the basis of an entire new business. The idea is to find the “sawdust” in your own process—something you’re doing every day without thinking it has value, but others find it incredibly useful.

Building in public really helped me with this. By sharing what I was doing—how I was producing content, organizing my brand—I started seeing what others valued in my process. What felt routine for me was eye-opening for others. It’s a great way to test your ideas and see what resonates.

I encourage everyone to put their work out there. It doesn’t have to be perfect or polished. The feedback you get from sharing your process can reveal business ideas you never thought were marketable.

KR: I love that perspective. What’s been an unexpected challenge you’ve encountered as a founder, and how have you dealt with it?

JM: The biggest challenge for me has been finding balance. As a founder, especially in the early stages, it's easy to get consumed by your work. I don’t really believe in the traditional idea of work-life balance because it implies that work isn’t a part of life. Ideally, we should aim for work that we’re passionate about, that feels like it has purpose. But even when you have that, separating work from life is tough.

Earlier this year, I burned out from the sheer volume of content I was producing. I was pushing myself too hard. I’ve since learned to pace myself and embrace the idea that “done is better than perfect.” You have to let go of the idea that everything has to be flawless, or you’ll never move forward.

KR: That’s such good advice—“done is better than perfect.” I’ve really been embracing that attitude as I’ve been creating content over the last 6 months. I’ll look back at what I did in April and be like “oh god that post was so meh” but I kept going anyway.

Okay, I’m so curious about your creative process. Your content is so prolific and well-designed. Can you share some insights on how you brainstorm and execute your ideas?

JM: My process is definitely a mix of creativity and organization. I use a content hub in Notion where I store all my ideas. It’s like a dump folder where I throw everything that comes to mind. Then, I schedule time to go through those ideas, brainstorm, and flesh them out.

The key for me is repurposing content. If I write a blog post, I’ll turn it into LinkedIn snippets, maybe create a visual quote from it, and also send it out in an email. Repurposing saves a lot of time and ensures I get the most out of every idea.

I also try to systemize my creative process. For example, I’ve created templates for certain types of posts, like my "Design 101" carousels. Having those structures in place makes it easier to create content consistently without starting from scratch every time.

KR: That’s so smart—systemizing the content creation process is key to being consistent! Once you have enough evergreen content created you can repurpose it for months. 

You’ve been building your personal brand on LinkedIn for a while now. Why do you think it’s important for marketers and founders to market themselves?

JM: Personal branding is important for everyone, not just marketers or founders. Our online presence is becoming the new CV. Before anyone even looks at your résumé, they’re checking out your LinkedIn profile.

There’s a lot of cynicism around personal branding because it’s often associated with being “cringy” or fake. But I think we need to reframe personal branding as something deeply human. Branding is about connecting with people, telling your story, and sharing your “why.” It doesn’t need to be flashy or perfect, but it should be authentic.

For founders, having a personal brand is especially important because people want to connect with other people, not faceless companies. When you put yourself out there and share your story, you build trust with your audience.

KR: Absolutely. I love how you phrased that—especially the human connection to personal branding. 

If someone is just starting out on LinkedIn and wants to build their presence, what’s one piece of advice you’d give them?

JM: The best way to start is by sharing your opinion on things that are happening in your industry. You’re probably already staying on top of industry news, so start by posting articles or links to news stories, and add a short comment about your thoughts on it. It’s an easy, low-pressure way to start building thought leadership.

This approach also helps you get comfortable sharing your voice. You don’t need to dive straight into complex personal branding strategies—just start by contributing to the conversation in your field.

KR: That’s a great first step. To wrap things up, do you have any resources you’d recommend for someone looking to follow in your footsteps? It could be a book, podcast, or newsletter—anything you’ve found valuable.

JM: I’m a big fan of April Dunford’s book, Obviously Awesome. It’s all about positioning, which is so important for marketers and businesses. It’s a short, practical read, but it gives you a really solid foundation in how to position your business or brand effectively. She also provides great resources and worksheets to help you apply the concepts.

KR: I’ll definitely check that out! Last question—what are you most proud of in your career so far, and what’s your vision for the future?

JM: I’m proud that I’ve never closed myself off to opportunities. My career path has been anything but linear, from translation to marketing, to product design, to leading tech teams. Each step made sense in its own way, and I’m glad I didn’t box myself into one path.

For the future, I’m focused on building EasyBranding to empower founders, creators, and small businesses to succeed. My mission is to democratize branding and help people with great ideas stand out in today’s overwhelming content landscape. I believe helping the “little guys” is one of the best ways to make a positive impact on the world.

KR: That’s such an inspiring vision, Jorge. Thank you so much for sharing your journey with us today!

JM: Thank you, Kaley! I really enjoyed our conversation.

That’s a wrap for this edition of ⚡️The Zap!

Check out Jorge’s work at EasyBranding if you’re looking to create your personal brand visuals, and follow him on LinkedIn for more tips on personal branding, marketing, and entrepreneurship. 

Stay tuned for more insightful interviews in our next issue! 🎙️