In this episode of Growth Talks, Chiyong Jones, the VP of Brand Marketing at Kajabi, discusses his approach to building and evolving brand identities for startups and established companies alike.  To build a brand identity that lasts, it’s incredibly important to understand the customer, create a cohesive brand system that remains flexible, and balance creativity with constraints like budget and team size. Chiyong also explores the role of brand in long-term business success, the value of authenticity in influencer partnerships, and the importance of consistency in brand messaging.   🗝️Key Takeaways: When building a brand, it’s incredibly important to have a deep understanding of the customer, their needs, and how the brand is currently resonating with them. This insight informs all subsequent brand decisions and helps ensure that messaging is on target and effective. While consistency in brand messaging and visuals is key to building brand equity, you need to maintain flexibility across different platforms and touchpoints.  Constraints like budget, team size, or time, can actually lead to more creative solutions by forcing teams to focus on what’s truly important and feasible. Brand and growth marketing are complementary strategies, with brand building long-term trust and awareness, while growth marketing drives immediate conversions. The most effective partnerships are ones where creators genuinely align with the brand. Authenticity in these partnerships leads to more meaningful connections with audiences, which is more valuable than just reaching a large number of people. Humor is an underutilized tool in brand communication. When used effectively, it can disarm audiences, make the brand more memorable, and foster a positive emotional connection.   ⏰ Timestamps 00:00 Introduction to Chiyong Jones 01:56 Key Steps in Brand Development 03:14 Establishing Brand Identity 06:46 Challenges in Creative Functions 09:49 Testing and Iteration in Branding 15:29 Brand Evolution and Redesign 23:33 Challenges in Measuring Brand Impact 24:15 Tracking Brand Health: Surveys and Signals 27:33 Fun Marketing Game: The AB Test 32:15 Marketing to the Creator Economy 35:45 The Value of Authentic Creator Partnerships 42:03 The Power of Humor in Marketing 43:12 Conclusion and Final Thoughts   🔗 Mentioned in this episode: Kajabi: https://www.kajabi.com Personal AI: https://www.personal.ai GoodRx: https://www.goodrx.com Honey: https://www.joinhoney.com