The Future of Marketing

In a recent episode of Scaling Expertise, marketing powerhouse Veronica Romney introduced what I’m calling the next evolution of marketing—Identity Marketing.

At its core, Identity Marketing shifts the focus from selling a product to connecting with a customer’s aspirational self. As Veronica puts it:
​"When your marketing speaks to who your customer seeks to become, you’ll have more success."

This approach transforms traditional messaging from “Buy This” to “Be This”—aligning your offers with personal identity rather than just outcomes.

Scaling Smart

Veronica warns against rushing to scale before proving your methods:
​"Too many people try to scale too soon." Her own business started with premium one-on-one services, only expanding to courses and digital products after consistently delivering results.

The Advantage of Small Expertise-Based Businesses

With AI advancements, economic shifts, and growing buyer skepticism, small businesses actually have an edge. Unlike big corporations, small business owners know their customers’ names—and that personal connection builds trust in ways that large-scale marketing simply can’t.

Protecting Your IP

When it comes to intellectual property, Veronica doesn’t sugarcoat it: "People will steal your work."​
Her advice? Stay ahead by continuing to create—while making sure you have the right legal protections in place.

👉 Listen to the full episode here to learn how to transform your marketing approach.

IP is Fuel! 🚀

Erin