# Defining Brand Identity Before Launching New Channels | Jess Berman | BodyBio

Page: https://stenobird.com/podcast/honest-ecommerce-14292/defining-brand-identity-before-launching-new-channels-jess-berman-bodybio
Text version: https://stenobird.com/podcast/honest-ecommerce-14292/defining-brand-identity-before-launching-new-channels-jess-berman-bodybio.md
Podcast: [Honest Ecommerce](https://stenobird.com/podcast/honest-ecommerce-14292)
Published: 2025-07-21T13:00:00+00:00
Episode link: https://honestecommerce.co/episodes/339-defining-brand-identity-before-launching-new-channels-with-jess-berman-ywakgr8h
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JSON: https://stenobird.com/v1/public/podcasts/honest-ecommerce-14292/episodes/defining-brand-identity-before-launching-new-channels-jess-berman-bodybio
Duration seconds: 1483

## Resource

Jess Berman is the Chief Brand Officer and co-owner of BodyBio, a family-owned supplement brand redefining cellular health through premium, science-backed formulations. Built at the intersection of clinical credibility and modern digital commerce, BodyBio is helping bridge the gap between practitioner-trusted products and direct-to-consumer wellness, making elite cellular health accessible to more people than ever before. After spending years deeply connected to BodyBio’s practitioner roots, Jess stepped into a leadership role during a pivotal shift: moving the business from B2B-only to a thriving DTC brand. What began as a family legacy focused on scientific excellence evolved into a broader mission of education, access, and brand storytelling, bringing cellular health out of the doctor’s office and into everyday routines. Though she didn’t come from a traditional DTC background, Jess brings strategic clarity to every stage of growth, navigating channel tradeoffs, building dual B2B and DTC ecosystems, and balancing hyper-targeted paid media with high-trust organic growth. Whether discussing how BodyBio fixed its reliance on branded traffic, why affiliate funnels outperformed typical influencer playbooks, or how brand guidelines helped unify internal teams and external agencies, Jess offers a transparent and tactical perspective on scaling a modern wellness brand without sacrificing trust. In This Conversation We Discuss: [00:43] Intro [01:52] Rebuilding websites to unlock conversions [03:16] Growing brand awareness through omnichannel [04:26] Bootstrapping marketing with a two-person team [05:40] Managing fulfillment while scaling DTC [07:18] Finding new customers through authority partners [09:31] Testing creative angles to convert cold traffic [11:34] Leading growth…

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