Apple’s Siri AKA Karen Jacobsen talks personal branding

If somebody is the living embodiment of “Feel the fear and do it anyway” it’s Karen Jacobsen. The voice of the world’s most famous text-to-speech recognition program, Apple’s Siri and in-car navigation device TomTom, as well as the founder of her own personal development brand at , you would never believe that Karen has had to overcome personal anxiety issues and significant debt to get to where she is today.

Karen has certainly reached her destination and she shares exactly how she built her personal brand in this episode.

When she moved to New York in 2002, Karen was all geared up to follow her dream of achieving music success (and she didn’t do too badly at that either, once performing in front of an 80,000 strong crowd) but when the universe tapped her on the shoulder and led her on a path to creating a personal development brand, Karen put her head to the ground, worked hard, believed in herself even when her demons told her not to, and has achieved great, great things.

In this episode, Karen has some great words about personal branding, about overcoming obstacles from outside and internally, and she really demonstrates that with the right spirit and determination, you can achieve great things too.

PLUS, I reveal more details about the LIVE 200th episode. Let’s get started, shall we?

In this session of Small Business Big Marketing, you’ll discover:

  • How Karen Jacobsen became the voice of Siri without even realising it.
  • Why focusing your energies into one content channel (such as podcasting) can be great for your business.
  • Why it’s important to let it all out and express yourself when you are feeling frustrated in the business world.
  • How Karen Jacobsen created her own personal development brand in the face of huge debt.
  • All about The Imposter Syndrome and why it is important to feel deserving of your success.
  • How Karen transitioned from being a full time, professional musician, to the voice of TomTom and Siri.
  • Why personal brands have so much power for connection.
  • How to overcome the feelings of being overwhelmed in business, day to day.
  • How having entrepreneurial parents shaped Karen’s outlook from a young age.

Episode Timeline

  • 2.00 Feedback on Episode 190– Miss Chu divided the audience.
  • 5.00 All about the 200th episode – a live podcast being recorded on August 14th.
  • 7.20 Remember to send Netregistry your online marketing questions at the Small Business Big Marketing NetRegistry blog.
  • 13.30 I introduce this week’s guest, Karen Jacobsen – the voice of Siri and TomTom, the founder of , and a professional musician.
  • 14.30 Karen reveals why meeting Olivia Newton John meant so much to her.
  • 16.30 Karen describes how seeing her parents start a successful business from scratch inspired her as a kid.
  • 20.00 How does Karen overcome her nerves when she sings in front of a huge stadium of people?
  • 23.45 Karen describes her big move to New York City and the beginnings of her career as one of the world’s most famous voiceover artists.
  • 31.30 From becoming the voice of TomTom and Siri to creating a personal brand.
  • 39.00 When Karen felt that her experiences did not warrant attention and how she overcame this to create a personal development brand.
  • 44.00 Karen and I get to grips with The Imposter Syndrome.
  • 48.00 Talking content: Blog posts, videos, and podcasts on
  • 52.00 I share the benefits I’ve experienced from leaning into one content medium – podcasting.
  • 54.00 Sort out your business’ small design fixes with
  • 55.30 My top three takeaways from chatting with Karen.

Resources and Links Mentioned in this Episode


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