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Why AI Content Is Destroying Your Brand Credibility | Susen Friesen

About

In this episode of E-Coffee with Experts, we sit down with Susan Friesen, founder of eVision Media, a brand marketing agency with over 20 years of experience helping businesses build trust and stand out online.

Susan dives into the real reason so many founders and small business owners struggle with marketing: poor brand positioning. She breaks down how a weak or inconsistent brand message quietly kills your SEO performance, drives away ideal customers, and damages long-term trust, especially when AI-generated content is used the wrong way.

We explore the most common branding mistakes businesses make today, like skipping strategy, chasing marketing “hacks,” or trying to appeal to everyone. Susan explains how to fix those issues by aligning your message with what your audience actually cares about.

If you’re a founder, marketer, or agency leader trying to scale your SEO results, strengthen your online presence, or lead with more clarity, this episode is packed with lessons you’ll want to take notes on.

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In this episode, we discuss:

00:00 - 03:22: How she accidentally started her agency during college

03:22 - 04:10: Getting first clients and building early momentum

04:10 - 05:54: Hiring challenges and growing the team strategically

05:54 - 07:23: What Susan looks for when hiring team members

07:23 - 09:17: How AI is affecting brand trust (both good & bad)

09:17 - 10:26: Why small businesses mess up brand positioning

10:26 - 12:50: The real cost of bootstrapped, DIY branding

12:50 - 13:42: Mistake: Trying to appeal to everyone = appealing to no one

13:42 - 15:23: How brand strategy ties directly to conversions

15:23 - 16:04: Using existing customer feedback to refine your message