Tribe Podcast Transcripts: Celeste Lustosa – Personal Brand vs Business Brand

Tribe Podcast Transcripts: Celeste Lustosa – Personal Brand vs Business Brand

Please enjoy this transcript of my interview with Celeste Lustosa (@lustosa_marketing) .She has a bachelor in Social Communications, majors in Journalist, Masters in International Relations and formal education in Business, Digital and Social Media Marketing and Business Writing.

She has been working in Communications & Marketing for over 20 years and has been in leadership role within public and private sector, as well as not-for-profits.

Her strategic focus has helped many businesses in Australia and overseas, save hundreds of thousand of dollars in Marketing.

With experience in media, social media, event management, internal communications, staff engagement, lead generation, and content creation, Celeste’s strengths include using stories to connect organizations, communities, and individuals in positive ways. 


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Celeste Lustosa (00:00):

Miko Santos (00:14):

More than 20 years working in a marketing and communication leading senior position, but in the public and private sector, offices and Australia started her career in communication at the age of 19 at renown marketing agency in Brazil, working directly with politician, business people, community leaders, and other organization, and 2008, she moved to Australia after working in regional essay as a newspaper reporter, photographer, editor, and radio presenter for over three years . In 2020, Lustosa marketing was born and providing business with experience outsource marketing department.

Celeste Lustosa (00:14):

Miko Santos (01:20):

On this episode of Tribe podcasts, under Auspod Syndicate, the founder, and CEO of Lustosa marketing C Celeste LustosaThank you. How are you?

Celeste Lustosa (01:31):

Hi. I’m so glad to be here. Finally. I think you and I have been connecting and talking for a little while now, so it’s great to finally making it happen. Thanks for having me.

Miko Santos (01:43):

Thank you so much. Yes. So the first time, connected with you is during the ebook launching. So you asking for any best business people is wanted to have a crack on the ebook that you are producing. So that’s the first time we email it online.

Celeste Lustosa (02:03):

That’s right. And I think, hat ebook is just one of the practices that I do. find it one of the best things we can do as business people is supporting each other. And, I’m a bit of a storyteller. I’ve got a, that journalist thing in me. So whenever I have an opportunity, whe ther it’s for business or volunteering work is great to bring people like you with different experiences, different skill sets, and and share your story. You know, I find that that’s quite good for business, too.

Miko Santos (02:38):

Okay. So can you tell us about you and how you started in the area of communication and now on marketing and helping business? People like me?

Celeste Lustosa (02:53):

Yes. So I was born in Brazil. I lived in Brazil until the age of 29. I went to uni there. I was one of these very lucky people that from the very, very young age, I knew what I wanted to be. And I knew I liked to write and to care stories. And I was always very comfortable in front of a camera and talking to people and meeting new people. So for me, when I finished high school was a bit of a no brainer. I study journalism. So my degree was in social communications with majors in journalism, and from a very young age, I think of 19, I started doing internships within that area. and I was very lucky in a sense that I was in really good places. And then, yeah, when I took on those opportunities to really put my hand up for opportunities when they came near me.

Celeste Lustosa (03:54):

So when I was 19, I was working for these really renowned marketing agency as their intern. So I was doing nothing more than serving people’s coffees and cutting clippings on newspapers, but I always felt that this was such a great opportunity to be surrounded. I owe these amazing journalist and media advises and politicians, and, you know, this really people had a lot to teach me. And from there, I just kept grabbing the next opportunity when there was the smaller positions available, I’ll volunteer my time, I’ll show what I’m about. And I was never really afraid, often knows, or the failures or, you know, I just always felt this was learning very mind. Why when I finished uni, that was 2002, it’s a world where marketing and marketing departments were very different than what we’re talking about. Now, there was no Google advertising. There was no, you know, even websites were something so expensive that only the big businesses had lots of advertising on TVs and newspapers and magazines.

Celeste Lustosa (05:13):

And so it was a completely different. Yeah, well, and I think that for me, it allowed me to grow as things happen. So when Facebook, it became a thing and social media became a thing I was already working in marketing. I think this was really a good advantage for me. And I never looked back. I never worked in anything else. I love everything about marketing. All I did was kind of continue to expand the areas within marketing that I could educate myself more, you know, in the sales process, the psychology of it all. yeah. And then an came from rotary international to come here as a professional from Brazil. So my migrating story didn’t really start with, you know, me packing Brazil and deciding I was migrating. It was aware opportunity after my exchange with rotary and the rest is history, kept working, learning, meeting people like you keep learning for novice and today I had my agency.

Miko Santos (06:29):

Thank you so much. So just like you, I’m also, I’m not originally from Australia as already, also migrating here as well. And being a journalist as well on my home country. How hard being a migrant on getting into being an entrepreneurs, getting a job here when you first came in Australia,

Celeste Lustosa (06:55):

It is a really hard then I think for, you know, locals. Um, I found that the number one thing that I had in my favor, and then I would advise anyone that migrates is to make sure that your English or whatever language they speak in that country is up to scratch. So if you’re moving to a country and you want opportunities in this country, you need to make sure you nail the language, especially for people like us who are writers and communicators, you need to make sure people can understand you well. So that was number one, but in saying that, visas are tricky here. And I think anyone who is for an overseas that migrated to Australia will appreciate what I’m saying, the visit process to migrate, to work, to get your citizenship or your residency is not an easy pathway,. I’ve never met anyone who had an easy pathway with that.

Celeste Lustosa (07:57):

So that does add an extra layer of stress and kind of like slows you down. You don’t just come to Australia and hit the ground running because you have to go through the visa situation, at least for most of us. And at least it’s happened to me as well. And I think what I did is just take a deep breath and take a step back and understand that lots of the work that we do in our home countries, unfortunately, is not going to help us here because they are in other languages. And I’m talking specifically for the area of marketing and communications. So you start with that. Like, I had lots of work being done and published and, you know, I had a TV show back in Brazil, but he mentioned nothing for the businesses here because they couldn’t understand the language. They, that couldn’t really know if I was a good writer or not because it was in Portuguese. So I think you just got to take things as they are and accept the reality that when you migrate for to a country where your language is different, you’re going to have to take a few steps back and accept that.

Miko Santos (09:18):

Great. So that’s a nice, so we’ll go back to, since our audience is also an entrepreneur, just like you, who is listening and watching as well to Facebook and YouTube because we post that on two platform. So my question is, is how do you build your personal brand? And you should be building your personal brand above and beyond your business brand.

Celeste Lustosa (09:48):

I think today when people have so much information available at their fingertips, right? So at the end of the day, our businesses started from some way they started for a reason. There’s there’s some great books from Simon Sinek about that, about your why and how it all started, which I know we’ll call folks in a minute. but I think what people need to appreciate is that your reasons and your why’s and your mission and your vision and why one human being is started, the business matters. it matters for your customers. It should matter for you staff or partners or anyone you collaborate with. So having that clarity around your personal brand and who you are and what you stand for what kind of people you want to service, what kind of people you want to collaborate with? It’s really important.

Celeste Lustosa (10:51):

And it shouldn’t mix with the business brand, but it should compliment it is, should be aligned. Like what I stand for should be aligned to what those stores are marketing stands for. Because it’s, you can’t separate the two. Can you like when you, when you talk in business, you’re the one sitting in business meetings and you’re telling people what you’re about, what your services are, what your promises are. they need to trust you. And at the end of the day, you can’t trust a building. You don’t trust a building to trust a person. You trust that person that started it all when that kept building around it. So I think people need to be aware of personal brands. People need to be aware of their behavior online. And even if it’s in your own personal, Oh, but I posted that on my Facebook page or a post that on my personal Instagram, you, it still matters to your business.

Celeste Lustosa (11:57):

It still can either make it or break it for your business these days. A wrong comment, a comment that offense people in your personal page can actually, you know, mean the end of your business. because people will take that to the business board role and, and say, well, when you said that, and that offended me, therefore, I don’t want to do business with you. So I think people need to be more mindful of that. Um, I always joke with my friends, like, I’m in my forties that we grew up or were able to be teenagers and kids in a time where things weren’t online. Right. And we got away with a lot of things. Um, there’s no such thing anymore. Everything you do that could be a video, a photo your comment gets notice, even though you might be saying all my stories, 24 hours thing, you know, if it’s going to offend someone and if it doesn’t sit right with the people you service and the people you’re trying to sell to just don’t do it.

Miko Santos (13:07):

So, as I said, it should be mindful and be careful whenever you comment, especially if you have your own business.

Celeste Lustosa (13:15):

Yes. And the other thing I think about businesses is you have to understand that, I know that comes Friday. O’clock, you know, Friday five o’clock, if it’s your business, you don’t just take off your business hat. And then whatever I do on the weekends, it’s my own personal problem. Like it, you can’t separate like that.Oh, and now I’m just going to go and have a rowdy night somewhere and, you know, behaving appropriately or because it’s Friday night or Saturday night, that’s not how it works. That’s not the real world. but just shifting that a little bit in terms of also how you comment and how you respond to your business online as well. as a business owner, you also need to understand, you need to have a fixed game, right? People can post about you offline. They can engage with you and not like you.

Celeste Lustosa (14:16):

And they’ll like the service on the, like the product. They might try your food in your restaurant and not be happy about it. And you have to appreciate that that’s their right. And then my post about it on, on social media, or put a bad Google review. And it’s one thing that I’ve coached a lot of business owners about is how do you communicate at that? How do you go about it? And you know, one of the things you gotta be mindful. One, people are entitled to have an opinion the same way they can post online. They love to food. They have the same right. To post online that they don’t want like your food for whatever reason. And that’s the balance. Any you need to be respectful of that you need to acknowledge. Or one of the things I always tell my clients is that don’t ignore the bad reviews, deal with them as a grown man acknowledge, I’m really sorry.

Celeste Lustosa (15:14):

You didn’t like the food. We appreciate your comment. And we work on it. Maybe we could have a chat offline to understand what was the real issue. So we can talk to our chef and improve having an approach like that instead of getting angry or .blocking People or deleting the comment for your pages will make people admire you as a business owner will make people understand that it’s okay. That sometimes, you know, it’s not even that you messed up, but sometimes you didn’t hit the Mark with someone that’s okay. But how do you go about it? Do you go about it by acknowledging that maybe you didn’t hit the Mark with someone and then looking into it or you get angry. Like, you know, it’s that kind of thing as well, responding to bad reviews is good for business.

Miko Santos (16:15):

So what is your thought on using social media as a marketing channel?

Celeste Lustosa (16:24):

Oh, it’s, it’s a no brainer. I think today, if you have a business and you’re not seeing social media as part of your business plan or of your marketing plan, you are in really trouble. I think what people need to understand is that they don’t necessarily need to be on every single social media channel. There is, right. Um, you need to be on social media as a business, but find the right channel that your customers are hanging out. So I’m, I’m a B2B, person. So I service businesses, so I need to be active and I need to be on top of LinkedIn. I’m not necessarily, my brand is not strong on Tik tok or, you know, it’s snapchat and those kinds of audience, because I don’t service that demographic. My target audience is CEOs and business directors and owners, and you know what I mean? So I need to be aware my customers are, and don’t try to be everywhere, because then you’re just trying to communicate with people that are not your audience anyway. And it’s just not going to work. the way you talk on social media, the way you engage, the kind of things you put out there need to make sense for your target audience. And those channels need to be the ones that they’re. In fact, I must tell you, if you have a business, you need a social media page

Miko Santos (18:04):

And a plan as well,

Celeste Lustosa (18:07):

And a plan. What are you gonna post when what’s the tone? What’s the language? How do I take them from that social media kind of post to my website or to an email? What am I going to create? What am I offering them? So I think you nailed that one. And I think we know that that that’s lacking in a lot of our business people. Um, we had a very interesting coaching session the other day, me and a couple of other coaches, and we were talking about whingeing, you know, people are still going on social media, so I’ll just wing it. I’ll just post, whatever comes to mind. And it has to be spontaneous and no business does not need to be spontaneous at all. Business needs to be planned. You need to have a message and need to know what’s going to happen next. You need to know if you’re ready. if people take that offer, if you ready to service them, there’s a number of things that should be aligned before you do anything. Before you put anything out there to the universe about your business whether it’s for an email or a phone call, anything.

Miko Santos (19:28):

My next question is a little bit interesting as well. should a small business employ a PR agency, or there’s a, or there’s a cheaper way or easier way to get publicity.

Celeste Lustosa (19:45):

So I think my first question would be, I think, PR agencies, if you need media coverage, um, either PR agency or agencies like mine that provide that service apart from another services an investment, because they know how to get that coverage, right? You can try to get the coverage and we spend days and days trying to put something together. But it’s a, it’s a very unique skillset because it’s not just about, um, what are you trying to put on the media is about the connections that like I have with journalists, the relationships, understanding how they write, what they kind of are interested, dissolve, but always ask yourself, do I really have something that’s news worthy? And that’s the most important thing, something that is just promoting your business is not newsworthy. Then you need to, for an ad, which is okay too. But if all you’re doing is promoting yourself or your business or your service or your product, that’s not news worthy.

Celeste Lustosa (21:00):

And I think as an agency who provides PR , we actually had turn away a number of clients, because we said, actually, you don’t have a PR, like we don’t have anything to work with it. You need an ad. You need to pay for an ad, a journalist, not going to see these as public interest. And we had to say no, but what I would say is that, it’s worth asking the question. It’s worth going to the professional insight. Look, this is my idea. This is what I’m trying to do. Am I on the right path? And I think that that’s always worth doing, you will save your time and we’ll put you on the best pathway to get where you’re trying to get.

Miko Santos (21:50):

Thank you for that. Let’s go back to your being a woman in entrepreneurs, your journey. So during your starting up and career as a communication, and then you set up this marketing business, is there any challenges being a woman entrepreneurs?

Celeste Lustosa (22:09):

Oh my God. Where do I start? I think I’m also in my case, not only I’m a woman, but I am not Australian. So I am an immigrant. English is my second language. I’m new to Australia, relatively new. I’ve been here for 10 years, but I didn’t go to uni here. I didn’t go to school here. So I think it’s, it’s, it’s tough and you’re going to have really bad days. And you’re going to have days where people are going to put you down. And, you know, I had, I had my fair share of those. Trust me, where you just think about it. It’s like, should I just find a nine to five job and, and, you know, call it a day. But at the end of the day, I think if it’s, if, if you believe in your business and you believe in what you’re trying to do, and you see the value, it’s just letting that those bad days pass.

Celeste Lustosa (23:08):

Being a woman is hard, but I mean, it’s hard for you too, right? It’s and you’re a man. So I don’t use the whole gender thing on, in the intrepreneurs. I actually find that women struggle more in corporate jobs then as their own business owners, because, um, by starting my business, it allowed me a level of flexibility that I didn’t have in my corporate jobs, you know, to accommodate my son and my family and all of that. So I think being an entrepreneur is hard, period, men, women, young, old migraines, for me. And I think it’s hard because it can get really lonely. Sometimes you’re in your path and you, you know, you feel like you’re just chasing your own tail all the time. And, it’s a never ending game. And I, what I wanted to say is that if you’re watching the listening and use that in your business, you’re not alone.

Celeste Lustosa (24:15):

We’re all like that. And you might see people online and being all successful and making it sound easy. Trust me, it’s not easy. And I’m sure they’re having their days where they’re crying in the corner of their houses as well, when things are not going well for them, or, you know, you’re waiting for that big client and something happens and they just, they just don’t reply to your emails anymore. We’ve all been there. We all like it doesn’t matter in what scale I have those days. I’m sure you do. And I’m sure our listeners do as well. You have days where your restaurant is packed and everybody’s enjoying the food. And then you have days that you just like, Oh, we’re having this special menu and everybody’s gonna laugh. And nobody shows up and it’s tough. And you’ve got to dust yourself off and just saying, well, what are we going to do next time then what are we going to do different?

Celeste Lustosa (25:12):

What are we going to do better? And I think it’s in being an entrepreneur and being a startup or starting your business, you cannot afford to wear the victim hat. You can afford E you can have bad days and you can allow yourself to take a step back and say, you know what, I’m just going to go watch a movie. I’m going to turn my computer off. This is not working for me today. And I’m going to come back again tomorrow with a new energy, with new kind of excitement and, you know, just allow yourself to kind of take us back back and not to try. And, you know but you kind of where the victim had always the customer’s fault or it’s my husband’s fault, or it’s this person’s fault because you got to own it. It’s the only way to get over the obstacles.

Celeste Lustosa (26:07):

It’s the only way to understand how am I going to make tomorrow better? How am I going to get that customer next time or, and ask questions, ask questions when people don’t, and I’m just using restaurants as a reference by like, in my case, if I send you a quote for service and you say, no, thank you. I will follow up with an, with a phone call and say, can I take you out for coffee? Can I just understand why I didn’t hit the Mark for you? And I do it in the nicest way. I’m not pressuring you. I get it. You don’t want to hire me. That’s okay. I’ve got that, but you’ve got away your, you know, my big girl pants and saying, okay, there’s no ego here. Or he doesn’t want my service. Therefore off my list, delete from the mailing list.

Celeste Lustosa (27:01):

I actually take them out for a coffee and ask them, okay, what could I have done better? And then I understand sometimes it was just not the right fit at that time. Or they will say it’s a price matter and I’ll stand my ground. I said, okay, I charge what it’s fair for what I’m giving you. So that’s okay. I can, I can go to sleep with that. You wanted something cheaper or you want something quicker, like whatever it is, but try to understand that ask for help, you know, go to all the professionals or the go join groups that can understand you. Like, I have groups that I join on Facebook that are for, you know, mothers who have businesses, because sometimes you wake up and you feel like you’re failing as a mother because you’re too busy running a business. And I know there’s a lot of females listening to this that feel like that. Oh, I’m writing emails all the time and I’m chasing people or I’m doing days, I’m working on weekends and I’ve got children. I hear you. I feel you, we all have those days. So find a community that supports you that understands you because sometimes I find it as an entrepreneur. You just need to hear, you’re not alone. All does a going for these two. And I don’t know. It somehow it makes you feel better.

Miko Santos (28:30):

So I got two question in relationship with that one. The first one is, do you really need a mentor if you, if you’re starting up a new business. And the second question do you experience a burnout and how did you cope it up as entreprenuers?

Celeste Lustosa (29:01):

So one, I absolutely recommend mentors. I think they, I have two mentors. and I think finding people who have been where you are right now, that come from a genuine place of supporting you and giving you advice, because they, they want to see your business grow and they have, no, you know, no, they, they genuinely just want you to succeed. I think is the best way. there’s a lot of shortcuts that they can give you by saying, look, I’ve been there. This is what I done. This is the outcome. Is that what you want or not? if you go this path, this is what it’s likely to happen. So maybe try this. but one thing I would say is that you need to pick a mentor, you really trust. And once you pick them, you need to listen. And I think that’s very important is that you don’t just waste your mentor’s time because you want to have coffees and they will say something and you just get on and do whatever.

Celeste Lustosa (30:14):

Is it that you were going to do it beforehand? So I meet with my mentors monthly and I finished my meeting with them with a task list. They give me homework, you know, they give me to-do lists. So I don’t see it as a, you know, I don’t see their time likely I appreciate their time and I don’t waste it and the second thing about burnouts, absolutely. But to be quite honest, I found that I had more burnout when I was in corporate jobs, then by having my own business, because I’m very diligent with my time with my family. And one of the reasons I started this business was because my son was starting school and I wanted to have some time to enjoy his coworkers, to be part of it. And, and I can, and, you know, there are days and, and I think it’s the balance is not the hours, the working hours.

Celeste Lustosa (31:17):

I work more than I’ve worked in any job, but I don’t feel as stressed because I can balance it out in a way that’s going to suit my son, especially in my family. So I picked him up at three today, and we played for two hours and now I’m here, but I don’t have them mum guilt that I’m here, you know, and I have a couple of hours work to do tonight after he, after, but I’ll finish here. I’ll go put it into bed, original bed, bedtime story, and then I’ll come back and do some work. So there’s a balance there. And I think that’s what sometimes misses that if I was just stuck in this computer from six in the morning to nine, 10 at night, I think that’s when the burnout happens. I think having that, you know, post time I read lots of books when I feel that I’m kind of too much in it. trying to find a solution for something or chasing a new customer or trying to do a big project. I stop. And I go and read a book and I take two hours for myself, or I go for a walk or to go to the gym. So you need to find these things, because your body will tell you, if you don’t stop, you don’t use your mindset. Stop. Your body will stop, but you end up in hospital.

Miko Santos (32:46):

So you said you reading books. So what is your recommended book for our listener and audience?

Celeste Lustosa (32:54):

So if you’re a business owner there’s, I would highly recommend the Simon Sinek with the start with why I think, goes back to us talking about the brain, the personal brand and your business. And, and I think the “Start with Why” really helps you dig into why am I really starting a business? what am I trying to do here? And kind of helps you go for that. And I, I really valued that book. The other one is the Emeet which is the entrepreneurs. It’s an old book. It’s been around for many, many years. And I think if you start a business, you need to read it because it shows you that difference between being an entrepreneur and being good at your job. And there’s a huge gap. So I’m, I could be an extraordinary writer or journalist or digital marketer and not be a good business owner and not be an entrepreneur. And I think you need to find that balance between spending time growing your business, spend time running a business and spend time doing the job. So these two books I think I would recommend anyone then I’m just a marketing crazy. I love all marketing books and you know, all the Seth Golding ones I read all of them. I’m obsessed with that member. That’s a, that’s more of the marketing kind of interests, but these are the two are like any business that you’re running. I think you should read them.

Miko Santos (34:37):

Thank you. So you mentioned set, and I remember I, I read one of his blog that he saying that podcasting is the new blogging. What do you say about that?

Celeste Lustosa (34:53):

I think it’s something about in this really busy world that we are now, obviously podcasting, uh, allows people to listen to you on the go. And I think that’s something that really grows. So I listen to my podcasts when I’m driving or before bed, you know, and I’m about to go to sleep and kind of trying to wind down. Um, so I think the, on the go thing they, the fact that people can connect with you on the go is a big thing. The other thing is that people are busy and, um, their attention span goes very quickly with the copywriting. I think with the podcast, you can really engage with them with your tone and with your, you know, the way you speak can engage a lot more than just the written word. I think there’s a, there’s a place for both. but yeah, absolutely podcasting is, is great. And it’s growing

Miko Santos (35:59):

As an entrepreneur. Do you recommend to have a podcast for the business?

Celeste Lustosa (36:04):

It depends. I was talking, I was actually coaching someone just the other day and I think what podcast is a great tool for a business. I am not sure if it’s a great tool to make money. So there’s difference. So if we’re using your podcast to bring people in, to hire service on something else, I think it can be an amazing tool to really show people who you truly are. So I do marketing services and I could do a podcast about marketing and provide tips and have conversations like this one that we’re having. But I don’t find that lots of people really nailed a way to make money off of it. Like if your business is at a podcast, unless you do it as a service for others. So you say, I’m your client and you’re running my podcast for me. Then I think that’s when people are making money of it. I find because there’s just so many good ones they’re free out there. People are struggling to get to monetize on it., but as a brand message tool as a tool to talk about the things that your audience is interested off as a tool to bring people into your emails and your social media, amazing. I highly recommend

Miko Santos (37:38):

Any podcasts that you’re listening right now.

Celeste Lustosa (37:42):

So I listened to the marketing book podcast because just like, as I was saying ever, you get busy . So there are lots of marketing books that I want to read and I don’t have time for, and the marketing book podcast, they interview the autos and they go for the book. So in one hour, I’m pretty much knowing about that book. So I highly recommend for you to have read, cause I think you will love it. And the other one is he didn’t hidden brain, I don’t know if you the presenter, but he didn’t bring his amazing. And I think any entrepreneur could be interested too, because it’s about obviously behaviors and the psychology of how human beings actually interact and why they do things a certain way. And I think just for everybody out there, if you have a business independent on which industry, what you sell, what you do remember you are dealing with human beings, always. So have a better understanding of behaviors and triggers. Why people react to his way when they see certain things, it’s always, um, something that you can put in practice for your business for the way you do customer service, the way you talk to your customers or how you present your service. So I think that entrepreneurs and business owners need to have an interest for psychology.

Miko Santos (39:13):

So who are the three people who has been the most influential to you?

Celeste Lustosa (39:20):

Um, I know this is gonna sound really cliche, but my mother was the first one. And I think it comes from that place of being a female and really finding a place at the table. My mother, watched her work around men rooms. They were packed with men. she worked as a, chief of staff for the state governor back in Brazil. So she worked in politics. 98% of the politicians and people surrounding her in meetings were men. And I just watched her present herself in such a great gracious manner and just almost demanding that respect and demanding that place at the table because she was really good at what she was doing. And for no other reason, I, I deserved a seat I’m sitting here and you hearing me because I’m good. And I think I’d got that attitude from her. And apart from that, I just, I literally, I’m fascinated about people.

Celeste Lustosa (40:35):

I, everyone that’s come from our way. I try to learn something from them. So there’s always authors and people like, you know, Seth Golding that I really look up to and I read and I learn from them. There is my current mentors, but I wouldn’t name named them because I know that they’ll come and go. And there were different ones that will come at different parts of my journey and will add a lot of value. So, my mom is always that one that’s going to stand out because that, that’s what made me who I am. But yeah, I think you should try to take something positive from everyone that you meet along the way really.

Miko Santos (41:24):

So could you tell us about, so you’re starting your own, marketing, Lustosa marketing 2020. Can you tell us it or give us some little information? How, why did you start this a marketing agency?

Celeste Lustosa (41:42):

Yeah, so I started, um, I was doing marketing for a long time and I had in my corporate jobs engaged with lots of agencies before. Um, and I’ve noticed the gap on what I needed as a marketing manager for a team and what the marketing was offering. I was often very frustrated with pricing. I felt that the prices were so high and liquid in afforded, and I had these visions that everybody should have good marketing. They should have. Um, I appreciate that people have different budgets, but I think there should be options out there for you of good is strategic marketing. And I wanted to provide that. Um, the other thing I’ve noticed is that we’re often engaging with so many different contractors. So we had to engage with one agency for branding, one different agents for PR one different one for social media when different.

Celeste Lustosa (42:44):

And there was a disconnect of the strategy because these are all different people that have different mindsets. So I wanted to bring it all together and saying, why can’t I just have my outsourced marketing department? Why can’t I create a department for them where I’m your manager? And there’s a graphic designer, web developer, content writer, a social media expert, and all these people come together and almost work as your marketing team. And I wanted that consistency in the management of it all and the strategy of it all. And that’s how sales and marketing kind of was born and was bought in a way as well, because I knew that I could do days outside the nine to five structure. Um, I knew thats within marketing. You don’t need to be stuck in an office to do it and to do it well on the contrary, I think because we often doing with creative stuff people while allowed to, you know, go for a walk at three in the afternoon, and if a nighttime you’re more productive and that’s when you prefer to write, go for it. it doesn’t impact my clients. So I let my people that work with me work in their terms, as long as the deadlines are being respected and the briefing is being respected, I could not care less if my staff is, you know, doing the work on a Tuesday at three in the afternoon or Friday nights as long as it’s done. So I wanted that as well. And I think the pandemic just highlighted that even more and accelerated the fact that the business was going to really grow and become my full-time job, that flexibility.

Miko Santos (44:48):

So do you have any final advice? So anything else you want to share for indivisible who is thinking of become an entreprenuers, just like you?

Celeste Lustosa (45:01):

Yes. I think my number one role, if you want to start a business or grow a business or keep your business growing, have a plan, don’t just wake up on the day and see how you go have a business plan, have a marketing plan, have a budget, know how much you spending on what and then know your numbers. So I think, marketing such an important part of a business growth don’t, don’t take it lightly. Don’t just think that posting a cute little Canva templates on Instagram is going to cut it, have some intelligence behind it, understand the customer, do research, do market research. And if you can’t outsource it, one of the things I, I often tell my clients is that marketing when done well is not spending it’s investing because everything you’re doing marketing, you’re doing to get your return of investment. So it’s just a matter of seeing it that way and doing it strategically. but yeah, always have a plan, um, because that can really make it a great or break for the future of your business and potentially, you know, the wellbeing of your family, your plans and goals and dreams for the future too.

Miko Santos (46:29):

Thank you so much for that. If someone wanted to have a chat with you and wanted to connect with you, how can they contact you?

Celeste Lustosa (46:39):

So, my website is And all my information is there.That’s another thing. Can I just give a final tip as well? I forgot about that one. have you information on your website, don’t just put contact forms and expect people to just filling a form to talk to you. If you want to get customers, you want to get people helping you business, put your phone number there, put your email address there, put your social media handles there. Like tell them, look, this is where I am. You choose how you want to connect with me. So I’ll tell you guys out there. If you go on my website, the There’s my LinkedIn profile. Feel free to connect with me there. There’s my Instagram and Facebook pages. Please like us. There’s a facebook group that you can join us and have more like private conversations with me and some of my clients.

Celeste Lustosa (47:37):

And some of them might like like-minded people join the group. It’s exclusive. if you prefer to send me a text, my mobile’s there as well. if you want to book a meeting, a zoom meeting, there’s a link. You know what I mean? Like just allow people to choose how they want to connect with you because at the end of the day, that’s what you want is in it. You want people to come to you and to joining in your business and in what you’re doing. So, yeah, everything’s there my phone number, everything.

Miko Santos (48:13):

Thank you so much for that. So thank you for your time. Celeste I know you’ve been busy person and, um, thank you for coming to the show toTribe podcasts under Auspod syndicate and all the links, all the website link will be on the show notes as well. And of course, if I go, I’m just going to have to say thank you to my sponsor. So the first one is the kangaroofern Media Lab is the podcast management service. If you want to launch your own podcast or someone wanted to manage your podcasts or just book them, so call or call them or go to the website. It’s and also the, For the web hosting of my site. Thank you so much So just check with them at And the last one is the for on demand clothing .Thank you so much. Okay. See you next week. Another episode of the tribe podcast under Auspod Syndicate.

Miko Santos (49:26):


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