10 lessons in branded podcasting from Allan Grego, the voice behind Moneris

Every September 30, podcasters around the world celebrate International Podcast Day. For me, it is a chance to reflect on my own journey as the host and producer of Moneris’ award-winning branded podcasts Yes, We Are Open and Just Good Business.

I didn’t start out in broadcasting. My background was in corporate training, where I spent years using storytelling as an effective training tool. When I moved into podcasting, I brought that same love of conversation and storytelling to the mic.  What I’ve learned is that podcasting isn’t just about producing episodes—it’s about building trust, sparking connection, and letting authentic stories carry the message.

When I first pitched the idea of creating podcasts at Moneris, I knew one thing for certain: a branded podcast should never sound like a commercial. Nobody wants to listen to a 30-minute ad. What they do want are stories that resonate. That’s how Yes, We Are Open began. I travelled across Canada to meet entrepreneurs who have faced real challenges and found ways to adapt. Their stories are honest, emotional and deeply human. Along the way, the brand is present, but it never overshadows the people at the heart of each episode.

The other show, Just Good Business, came from the same place of curiosity. Entrepreneurs are always looking for practical advice, so this series offers insights they can take back to their own ventures. Both shows remind me that when you know your audience and put their needs first, you can create something that is both valuable and engaging.

Here are 10 lessons I’ve learned—and how they can help anyone thinking about starting their own show.

1. Start with passion, not perfection

I was a podcast fan long before I was a podcast host. That passion gave me the confidence to pitch an idea without waiting until everything was “perfect.”

Takeaway: Don’t let inexperience hold you back. Passion and commitment matter more than flawless production from the start.

2. Branded does not mean boring

A branded podcast is not an ad. Yes, We Are Open works because it shares real stories of small business owners, while Just Good Business focuses on practical advice. The brand is part of the story, but it is never the story.

Takeaway: Lead with value, not logos. Give your audience a reason to listen that has nothing to do with marketing.

3. Know your audience

Every episode I create starts with the listener in mind. Am I speaking to small business owners, industry experts or people curious about entrepreneurship?  Clarity on this changes everything—from tone to guest selection.

Takeaway: Define your audience early. The clearer your focus, the stronger your connection will be.

4. Pitch with purpose

When I first pitched podcasting at Moneris, I framed it around value: not just for the company, but for the community. That bigger purpose made the case stronger.

Takeaway: Whether you are pitching to your boss, a sponsor or yourself, focus on the “why.” What does the podcast do for your listeners, not just for you?

5. Let stories lead

The most powerful episodes of Yes, We Are Open are driven by storytelling. I have travelled across Canada to sit with entrepreneurs who have overcome real challenges, and their stories always take centre stage.

Takeaway: Data and facts are useful, but stories are what stick. Let your guests’ voices take the spotlight.

6. Keep it Canadian (or keep it local)

I love highlighting Canadian business culture—whether it’s Regina-style pizza or Ontario food trucks. Celebrating what is unique about our communities makes the content feel authentic.

Takeaway: Tap into local culture. The more grounded your podcast feels in real places and people, the more relatable it becomes.

7. Be curious and collaborative

I go into every interview curious. I ask questions, I listen closely, and I make space for my guests to shine. Behind the scenes, I rely on a talented team for those finishing touches and to help promote each episode.

Takeaway: Curiosity makes you a better interviewer, and collaboration makes your podcast stronger. Do not try to do everything alone.

8. Adapt and evolve

Podcasting is always changing. Over time, my shows have grown in quality and format because I am open to feedback and willing to adjust.

Takeaway: Start simple but keep improving. Your first episode won’t be your best—and that’s exactly how it should be.

9. Celebrate wins, big and small

Awards and recognition are wonderful, but the moments I treasure most are hearing from a listener who felt inspired or a guest who felt heard.

Takeaway: Success isn’t just downloads or awards—it’s the impact and connections you create.

10. Make it personal

I bring my full self to the mic—as a host, musician, blogger and community builder. That authenticity is what makes the podcast feel real.

Takeaway: Let your personality come through. People connect with people, not polished scripts.

Bringing heart to branded content

Looking back, podcasting has taught me it’s never too late to take a new path—and that branded content can be both strategic and artful. If you are thinking about starting a podcast, my advice is simple:  follow your passion, tell stories that matter, and always put your audience first.

If you want to hear what that sounds like, tune into Yes, We Are Open and Just Good Business to learn more.