How to Build a Stand Out Brand with Jenn Cordova

In this episode of Beyond the Bottom Line, Miguel sits down with Jenn Cordova, founder and creative director of Jenn Cordova Design, to talk about what it really takes to build a brand that stands out and actually sells.

Jenn shares her journey from working in-house design roles to building her own creative studio, driven by the need for more creativity, challenge, and ownership over her work. What started as freelance projects evolved into a strategy-led branding business focused on helping food and beverage brands succeed on crowded retail shelves.

The conversation dives into how great design goes far beyond aesthetics. Jenn explains why positioning, clarity, and strategy are just as important as visuals and how the most successful brands are the ones that know exactly who they are and how to communicate it quickly.

They also explore what it means to “stand out on the shelf” (literally and metaphorically), how founders can think about differentiation, and why sometimes doing the opposite, like using unexpected colors or formats, can make all the difference.

Jenn also shares her perspective on AI in design, why it’s a powerful tool (but not a replacement for strategy), and how she approaches building a client experience that evolves as her business grows.

If you're building a brand or thinking about it, this episode is a deep dive into the intersection of creativity, strategy, and entrepreneurship.

What you’ll learn in this episode:

• Why design without strategy often falls flat
• How to think about positioning and differentiation
• What makes a product stand out on a crowded shelf
• The real journey of building a creative business (and how long it can take)
• How AI is changing the design process for better and worse
• Why creativity and structure aren’t opposites and how combining both is a competitive advantage

About Our Guest

Jenn Cordova is the Founder and Creative Director of Jenn Cordova Design, a strategy-led branding studio focused on building retail-ready food and beverage brands. She works with founders at all stages, from early concepts to established products, helping them refine their positioning, elevate their visual identity, and create packaging that stands out on the shelf and drives sales.

With a background in graphic design and years of experience working with small to mid-sized businesses, Jenn blends creativity with strategy to deliver brands that not only look good, but perform in competitive markets.

To learn more about Jenn’s work or explore potential collaborations, visit her website or connect with her on social media.

Connect with Jenn on Instagram

Connect with Miguel on LinkedIn or reach out at media@centurionfirm.com