Brand Marketing That Goes Beyond a Logo with Chiyong Jones and Kajabi

“The biggest thing I do when I first get in is really talk to customers—understand where the gaps are, what's working, what's not working in terms of communication.”

In this episode of Growth Talks, Chiyong Jones, the VP of Brand 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

04:04 Visual and Emotional 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

25:00 The Role of Search Volume and Engagement

26:24 The Importance of Consistency in Brand Building

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

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