Mastering Your Message & Authentic Brand Storytelling w/ Joshua Altman | IconiQ Entrepreneurs EP 102

This week, I had the chance to sit down with someone whose work I’ve admired for a long time — Joshua Altman, Managing Director of Beltway.Media and one of the sharpest minds I know when it comes to strategic messaging, internal comms, and brand clarity.

What started as a casual conversation turned into a deep dive on:

Why storytelling isn’t fluff — it’s structure
What a “Chief Communications Officer” actually does
How Joshua transitioned from journalism into leading communication strategies for startups and federal agencies
And why most companies are jumping ahead to logos and websites before they’ve nailed the real foundation of their brand

We also talked about imposter syndrome, walking into boardrooms where no one looks like you, and the underrated power of asking good questions — especially to the people you already work with.

Whether you're running a startup, managing a growing team, or in the middle of a rebrand, this episode is for you.

💡 One of my favorite moments?
Joshua said, “The logo is a placeholder. Your story is the real brand.”
I felt that.

TIMESTAMPS

00:00 Introduction and Setting the Stage
02:21 Joshua Altman's Journey in Communications
05:04 Transition from Journalism to Brand Storytelling
07:39 The Birth of Beltway.media
10:20 Understanding the Role of a Chief Communications Officer
13:01 The Importance of Integrated Messaging
15:41 Navigating Government Communications
18:24 Addressing Imposter Syndrome in Professional Settings
21:12 Authenticity in Communication and Marketing
25:04 The Essence of Branding
32:17 Navigating Change and Building Trust
37:32 The Importance of Communication Strategies
45:14 Lessons from Clients and Mentors

TAKEAWAYS

Authenticity is crucial in communication.
Building trust with stakeholders is essential.
Effective storytelling enhances brand messaging.
Understanding your audience is key to successful communication.
Change management requires stakeholder involvement.
Communication strategies should be useful and engaging.
Branding goes beyond just a logo; it's about the story.
It takes multiple touchpoints to convert leads into clients.
Asking questions is vital for understanding client needs.
Navigating government communication requires a different approach.

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Want to become a guest? Simply email: Tiffany@weareiconiq.com

🔗 Links & Resources:
Joshua's Website: https://beltway.media/
FB: https://www.facebook.com/cultivize/
Email: info@beltway.media
LINKEDIN: https://www.linkedin.com/company/beltway-media/

To Your Success,
Erica Bailey