Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
All content for He Said, She Said: Razor Branding™ Podcast is the property of Jaci Russo and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Andrew Burton—founder and President of Creekside Homes—who has spent decades turning custom home building into a brand of high-performance, beautifully designed homes in Northwest Oregon.
Andrew’s story begins on a carpentry crew in high school, evolves into building his first business at age 19, and leads into founding Creekside Homes in 2003—driven by a commitment not just to build houses, but to build homes that stand the test of time and deliver real value.
In our conversation, you’ll hear:
Why strategic marketing beats “random acts of marketing” — and how Creekside committed to a 5-year disciplined plan instead of reactive tactics.
The branding challenge of shared names (when “Creekside Homes” exists in multiple states) and how SEO, clarity, and geography help them win the right traffic and avoid the wrong clients.
Why clear communication changes construction experiences—from weekly calls to photo updates—and what happens when homeowners refuse to engage in the process.
The emotional side of custom home building, and why trust, transparency, and brand personality matter as much as design and craftsmanship when buyers are investing seven figures into their dream home.
Andrew’s biggest insight: that small businesses succeed by focusing on direct marketing, not mass marketing—and why hyper-targeting is the only smart path when your potential annual audience is 150 people, not 150,000.
If you lead a service-based business, design practice, or any brand that involves complex deliverables and high trust, Andrew’s insights will help you think differently about how you build—and how you brand what you build.
He Said, She Said: Razor Branding™ Podcast
Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
