Building Businesses That Reflect Your Values with Abriana Johnson

What if the biggest opportunity in your horse business isn’t another client, another horse, or another lesson—but a completely different way of thinking?

In this episode of the Equine Business Edge Podcast, Jamie Birch sits down with entrepreneur, speaker, author, and brand strategist Abriana Johnson for a conversation that challenges conventional thinking about business, leadership, branding, and the equine industry.

Abriana shares her remarkable journey from growing up in North Carolina’s thriving Black trail riding community to building multiple successful businesses, including Black Unicorn Creative, Black in the Saddle, Cowgirl Camryn., and the Kinship Conference.

Together, they explore why representation matters, how storytelling shapes businesses, why values should drive every decision, and how horse professionals can discover entirely new revenue opportunities through agritourism and experience-based businesses.

They also discuss value-based pricing, leadership, entrepreneurship, equine-assisted leadership development, and why building a business aligned with your values ultimately creates a stronger company—and a better life.

Whether you’re a trainer, barn owner, clinician, breeder, or equine entrepreneur, this episode is filled with practical ideas and fresh perspectives that will challenge how you think about your business.

In This Episode

00:00 – Jamie introduces Abriana Johnson and previews a conversation about entrepreneurship, branding, representation, and building stronger horse businesses.

02:40 – Abriana shares how growing up with an entrepreneurial father and discovering horses at a young age shaped her career and entrepreneurial mindset.

06:35 – Inside the thriving Black trail riding community in North Carolina and why much of the horse industry doesn’t realize this culture exists.

09:40 – Why representation matters, how it expands what’s possible for future generations, and Jamie shares how another competitor inspired him to begin showing horses later in life.

15:20 – The story behind Black in the Saddle and why Abriana shifted from proving Black equestrians existed to building a community that celebrates and elevates them.

20:15 – Creating the Kinship Conference and why building your own stage can be more powerful than waiting for an invitation to someone else’s.

24:20 – An honest discussion about inclusion, respectful conversations, and why curiosity creates more progress than division.

28:10 – From custom vinyl decals to multiple successful businesses—how one opportunity naturally led to another.

33:35 – Public speaking, vulnerability, and why presenting your own ideas can feel more intimidating than speaking on someone else’s.

39:40 – Dreaming bigger, designing a lifestyle business, and Abriana’s vision for building a horse-inspired winery and destination experience.

43:35 – What agritourism is, why horse farms are perfectly positioned for it, and how many equine businesses are overlooking significant revenue opportunities.

49:10 – Why horse businesses aren’t just managing horses—they’re creating experiences people are willing to pay for.

52:15 – Escaping the time-for-money trap through value-based pricing and building scalable businesses.

56:15 – Why alignment between your values, branding, operations, leadership, and customer experience creates your greatest competitive advantage.

1:01:10 – Leadership lessons horses teach better than any classroom and why equine-assisted leadership development creates lasting change.

1:05:35 – Where listeners can connect with Abriana and learn more about her businesses and upcoming Kinship Conference.

Key Takeaways

• Representation helps people believe new possibilities are available to them.
• Businesses grow faster when their values are reflected in every customer experience.
• Horse farms have tremendous untapped potential through agritourism and experience-based offerings.
• Entrepreneurs should charge based on value—not hours worked.
• Strong leadership starts with self-awareness and alignment.
• Horses are powerful teachers of authentic leadership.
• Building a business that reflects your values creates both stronger companies and more fulfilling lives.

About Today’s Guest

Abriana Johnson is an entrepreneur, brand strategist, speaker, author, and lifelong horsewoman dedicated to building a more connected, sustainable, and welcoming equine industry.

She is the founder of Black Unicorn Creative, where she helps organizations align their values, leadership, branding, and customer experience to build stronger businesses.

She is also the creator and host of Black in the Saddle, a media platform and podcast celebrating Black equestrians while amplifying the voices of horse professionals across the industry.

Abriana is the founder of the Kinship Conference, an annual gathering that brings together horse professionals, entrepreneurs, creatives, and industry leaders to foster collaboration, education, and community.

She is also the author of the Cowgirl Camryn. children’s book series, inspiring the next generation of horse lovers through stories that celebrate diversity and belonging in the equine world.

Her work centers around storytelling, leadership, entrepreneurship, branding, agritourism, and helping organizations create businesses that truly reflect who they are.

Connect with Abriana Johnson

Black Unicorn Creative
https://blackunicorncreative.com

Black in the Saddle
https://blkinthesaddle.com/

Facebook
https://www.facebook.com/blackinthesaddle

Kinship Conference
https://blkinthesaddle.com/kinship/

Cowgirl Camryn
https://cowgirlcamryn.com/

LinkedIn
https://www.linkedin.com/in/abrianajohnson

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About Equine Business Edge

The Equine Business Edge Podcast helps horse professionals build stronger, more profitable, and more sustainable businesses.

Hosted by Jamie Birch, each episode features conversations with successful trainers, entrepreneurs, marketers, and industry leaders who share practical strategies you can apply immediately to your own equine business.

Whether you’re looking to grow revenue, improve operations, build your brand, or create more freedom through your business, Equine Business Edge delivers real-world insights from people who are doing it every day.

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