What Not to Do When Building a Brand (and a Podcast)

Lessons from a Parts Girl Turned Industry Trailblazer

When I started the Parts Girl Podcast, I had one goal in mind: bring more attention and support to one of the most misunderstood departments in the dealership—parts.

It was catchy. It made people smile. And it worked.

But as my conversations on the podcast evolved—talking with leaders across the industry, diving into life stories, innovation, and business transformation—I found myself hitting a wall.

Not because the name wasn’t good, but because it boxed me in.

Most people assumed it was just about parts. But my podcast was growing into so much more.

The Evolution: From One Show to Two

So, I branched out.

I launched Trailblaze Your Path to capture the real, raw stories behind the people moving our industry forward. And then The Parts Management Podcast—a more focused, educational format.

Both shows served a clear purpose. But trying to promote and push two different podcasts under different names, on different platforms, and in different formats… it got to be too much. (Shoutout to anyone who’s doing all the things—you get it.)

At one point, I even considered turning these ideas into series under one show, but I was honestly trying to move away from “just” the Parts Girl.

Coming Full Circle

It wasn’t until I took a step back—and started organizing all our content efforts at PartsEdge—that I saw the bigger picture.

Collaborating with smart, strategic people like Jordan Cox helped me zoom out. He validated a lot of what I was already feeling and sparked new ideas I hadn’t even considered yet.

That clarity led to a bold but natural decision:
Bring it all back under one brand.

Introducing: The PartsEdge Podcast — Hosted by Kaylee Felio aka Parts Girl.

Yes, Parts Girl is back. But not in the same way. We’re smarter, more strategic, and more in tune with the mission.

More Than Just “The Parts Girl”

Here’s the truth: I was having a bit of a branding identity crisis.

Not just for me—but for PartsEdge, too.

I’ve always been The Parts Girl. And I still am. But I’m also…

• Strategy
• Sales
• Marketing
• Business Development
• Process Tweaker
• Growth Driver

I’ve spent the past few years sharpening my skills, pushing boundaries, and learning where I still need to grow. I’m lucky to be involved in every part of the business—which means I’m not just creating content. I’m helping shape decisions that guide real, sustainable growth.

And PartsEdge?

It’s no longer just a great service behind the scenes. It’s a brand. A movement. A team of innovative parts experts who are for the dealer—here to support, simplify, and elevate.

When I created Trailblaze Your Path and The Parts Management Podcast, I was trying to reflect that growth—but in doing so, the brand got a little fuzzy.

People weren’t always sure what content belonged to what show or what to expect. But my goals were never small. Not for myself. And definitely not for the company. I want people to think of PartsEdge as the leading voice in parts. And I want them to know we back that voice up with unmatched support and real results.

Bringing it all under the PartsEdge Podcast wasn’t just a branding move. It was a clarity move. It made our message cleaner. It made it easier for the audience to find the value. And it gave me room to own my full identity—without boxing myself into just one title.

My mission hasn’t changed—only how I show up for it has.

What NOT to Do (Based on What I Did)

Let’s be real—growth comes with trial and error. Here are a few “what not to do’s” I’ve learned:

• Don’t ignore the full picture. I didn’t stop long enough to think about how it would all look together—on social, on the website, in branding.

• Don’t resist evolution. Your brand isn’t supposed to stay the same forever. You’re going to grow. Let it.

• Don’t try to be everyone else. There was a time I looked at what others were doing and thought I had to follow suit. But podcasting isn’t about fitting in—it’s about standing out through real connection.

• Don’t forget your WHY. I lost momentum after having a baby (hello, life changes), and for a while I was just trying to keep up. But I’ve been with PartsEdge for 12 years—I love what we do. When I get back to that, everything else clicks.

Why Podcasting (Even When It's Not the Business)

There’s this common misconception that if you’re going to podcast, it has to be your business. You need to monetize, land sponsors, build a massive audience, and turn it into a full-time gig. But for me, podcasting wasn’t about becoming a podcast business. It was about starting real conversations around the part of the business that PartsEdge supports every single day—the parts department.

That was it. That was the why.
And guess what? It changed everything.

What Podcasting Did for Our Brand

• It gave PartsEdge a voice.

• It positioned us as experts.

• It created content that people could connect with.

• It opened doors to new relationships, new clients, and even recognition in Automotive News.

We have dealerships reaching out asking about the service, subscribing to our content, and sharing how specific episodes resonated with them. That’s success to me.

Not just growing an audience. But growing impact.

Why More Companies Should Podcast

Podcasting gives your company:

• A content hub that can be repurposed across social, email, video, and blogs

• A chance to create authority in your industry

• A platform for authentic storytelling and brand voice

• A way to build community and relationships

Yes, it creates brand recognition, and yes—it contributes to lead gen. But if that’s your main focus, you’ll miss the magic. The real value is in showing up authentically and consistently.

Who Should Host the Podcast?

Every company should find their internal champion—someone who lives and breathes the mission. That might be the founder, CEO, or head of sales & marketing. It should be someone who can speak with authority, curiosity, and real connection.

And yes, I know there’s a fear in some companies…

“But what if they build a personal brand and leave?”

My question is:

What if you don’t let them—and you lose out on the brand voice your company needs?

Know Why You’re Podcasting

There are all kinds of podcasts out there.
If you’re creating one for your business—then know that. Own that. You're not chasing downloads for the sake of downloads. You’re building something sustainable, impactful, and aligned with your goals.

So no, I never felt the need to monetize. I did wonder if I should get sponsors because “that’s what other podcasters do.” But I always came back to this:

Are you podcasting to create a business?
Or are you podcasting for your business?

Our mission moving forward is to elevate and empower parts departments by providing authentic, educational, and actionable content that connects dealership professionals with real insights and real people in the automotive industry. With the PartsEdge Podcast, we’re not just talking about parts—we’re talking about people, trailblazers, process, performance, and possibility.

This is the evolution.
And it’s just the beginning.

Check out the PartsEdge Podcast—hosted by yours truly, The Parts Girl. We’re talking parts, people, and process like never before.

🎙 PartsEdgePodcast.com