TZL Podcast: Carey Balogh & Lauren Genest

Oct 26, 2023

Breaking Boundaries: How Collaboration Transcends Competition for Design Professionals - Carey Balogh and Lauren Genest


"In this day and age, storytelling is a powerful tool for design professionals to amplify their brand and foster collaborative relationships." 

- Carey Balogh, Brand Groupies

In this episode of the The Zweig Letter Podcast, Randy Wilburn welcomes Carey Balogh and Lauren Genest, founders of Brand Groupies. With backgrounds in fashion and PR, they've carved out a niche in social media management, public relations, and personal branding specifically for the design industry.

The episode dives into the importance of storytelling. Carey and Lauren emphasize that a consistent narrative is crucial for brand identity. They offer expert advice on how to craft compelling stories that resonate with audiences, helping design professionals stand out in a crowded market.

The discussion also explores the transformative power of collaboration. The duo believes that joining forces with others in the industry can not only enhance your brand's story but also set it apart from competitors. Teamwork, they argue, can create multi-dimensional narratives that are more compelling and engaging.

Beyond storytelling and collaboration, the episode delves into the role of different media platforms in building a brand. From the benefits of social media and PR to the growing influence of podcasting, each platform serves as a valuable tool for reaching broader audiences and amplifying brand presence.

What sets this episode apart is its actionable advice and emphasis on organic discourse. Whether you're looking to hone your storytelling skills or find collaborative opportunities, Carey and Lauren provide practical strategies to achieve these goals. This episode is a must-listen for any design professional aiming to make a significant impact in their field.


In this episode, you will be able to:

  • Enhance your storytelling skills to captivate your audience and create memorable design experiences.
  • Unlock the power of organic discourse in podcasting to connect with your audience on a deeper level and build a loyal following.
  • Foster collaboration in the design industry by learning effective communication strategies that will strengthen your relationships with clients and colleagues.
  • Amplify your brand by utilizing sharing platforms to reach a wider audience and showcase your design expertise.
  • Challenge the status quo in design by exploring innovative ideas and pushing the boundaries of traditional practices.

All of this and much more are on this episode of The Zweig Letter Podcast.


Connect with Carey Balogh on LinkedIn

Connect with Lauren Genest on LinkedIn

Brand Groupies Website

Brand Groupies on Instagram

Brand Groupies on Facebook

Brand Groupies on LinkedIn

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Other episodes you'll enjoy:

Building an Engaged and Purpose-Driven Design Firm: The Rebranding Journey - Jerrod Hogan

Driving Excellence: The Impact of Recognizing Achievements on Workplace Success with Anna Finley

AI and how it will impact the Design Industry

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About Zweig Group

Zweig Group, three times on the Inc. 500/5000 list, is the industry leader and premiere authority in AEC firm management and marketing, the go-to source for data and research, and the leading provider of customized learning and training. Zweig Group exists to help AEC firms succeed in a complicated and challenging marketplace through services that include: Mergers & Acquisitions, Strategic Planning, Valuation, Executive Search, Board of Director Services, Ownership Transition, Marketing & Branding, and Business Development Training. The firm has offices in Dallas and Fayetteville, Arkansas.