Most companies think brand is just a logo, tagline, or color palette.

The truth? That’s design.

Brand is who you are, how you show up, and why people choose you over everyone else. And if you don’t define it, you’ll blend into the noise, competing only on price.

In this episode of Founder Talk, I sit down with Jason Vana, brand strategist and founder of SHFT, to unpack what brand really means and why “playing it safe” is the fastest way to kill growth. Jason explains why caring more isn’t a differentiator, why “being the best” is an empty claim, and how to uncover the uniqueness in your business that truly makes you stand out.

We dive into the harsh realities of LinkedIn’s algorithm shift, why AI will never replace real brand strategy, and why too many entrepreneurs mistake vulnerability for authenticity. Jason also shares why building a brand is actually building a business strategy, one rooted in knowing who you are, what makes you different, and what kind of company you want to run.

You’ll learn:

✅ Why “professional” industry jargon kills authenticity and trust

✅ How to find the differentiator you don’t even realize you have

✅ Why brand flows through every part of your business — not just marketing

✅ The danger of chasing followers or playing it safe

✅ How to brand a “boring” business in a way that excites customers

If you’ve been searching “how to build a brand,” “brand strategy for founders,” or “how to stand out in a crowded market,” this episode delivers the no-fluff truth.

Connect with Jason

Guest LinkedIn: https://www.linkedin.com/in/jasonvana/

Guest Website: https://shft.agency/

Want a behind-the-scenes look at how we run the show and the chance to ask upcoming guests your questions? Join the Founder Talk Club in WhatsApp.(it’s free)

https://chat.whatsapp.com/KDEgJWAH5liFCiWVIU8bIa

If you are a B2B company that wants to build your own in-house content team instead of outsourcing your content to a marketing agency, we may be a fit for you! Everything you see in our podcast and content is a result of a scrappy, nimble, internal content team along with an AI-powered content systems and process.

Check out pricing and services here: ⁠https://impaxs.com⁠

Timecodes00:00 Introduction and Podcast Beginnings00:40 Meet Jason Vanna: Brand Strategist01:12 The Importance of Branding03:16 AI in Branding and Marketing04:56 The Value of Authentic Content Creation07:34 Taking Breaks and Reflecting on Content Strategy13:02 Challenges with LinkedIn's Algorithm15:59 Adapting Marketing Strategies33:58 Embracing Your Brand Identity36:03 Breaking Industry Norms36:33 Finding Your Authentic Voice38:06 Consistency in Communication38:53 The Importance of Authenticity39:48 Building a Personal Brand43:02 The Pitfalls of Chasing Followers44:32 Gary V's Content Strategy50:11 Defining Your Business Goals56:09 Creating an Exciting Brand01:01:11 Positioning Your Brand Differently01:08:08 Reflecting on Personal and Business Growth01:13:57 Conclusion and Contact Information