Why Emotion, Trust and Story Matter in Marketing with Charlotte Nichols

In this episode of Scale Her Up, I’m joined by Charlotte Nichols, founder of Harvey & Hugo.

Charlotte shares how her business helps clients amplify their voices through storytelling across PR, media, podcasts, video and social media, and why the stories people feel are the ones that truly drive action.

We talk about emotion in marketing, trust, credibility, confidence, communication and what it takes to build a business around your authentic self rather than the version you think the world expects.

Charlotte also shares the story behind the name Harvey & Hugo, why she stopped trying to fit a corporate mould, and what she has learned from 17 years of running a business, building a team and growing as a leader.

This is a thoughtful, honest and inspiring episode for women in business who want to build brands with more personality, more confidence and more connection.

In this episode, we cover:

• What Harvey & Hugo does and how storytelling supports business growth
• Why emotion matters so much in marketing and sales
• The difference between awareness and trust
• Charlotte’s idea of the emotional selling point
• The story behind Harvey and Hugo
• Why being more yourself in business creates stronger connections
• What Charlotte has learned about leadership and resilience
• The challenges of building the right team
• Why communication styles matter in leadership and recruitment
• The value of coaching, business networks and external support
• How personal experiences can shape the way we show up in business

Memorable moments from this episode:

• Why people buy on feeling first and logic second
• Charlotte’s reflections on trying to fit into a more corporate mould
• The role her dogs played in the early identity of the brand
• Why “your voice matters” is such an important message
• “Back yourself.”
• “What’s the best that can happen?”