Building a Brand That Reflects Company Culture

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What’s the best way to ensure a brand has a long-lasting effect on consumers? Cheryl Mills Knight, SVP of Brand & Culture at Kendra Scott, shares that she values empowering customers as well as connecting with employees to produce a culture that brings joy to all aspects of commerce. Tune in to hear more about why ensuring employees and customers feel valued can have a ripple effect for a business. 

Tune in to learn:

  • About the power of “Yes, and…” (15:40)
  • How to treat each customer like family (22:44)
  • Why philanthropy is vital to success (32:03)
  • About doubling down on the customer experience (45:19)


About the Guest:

LinkedIn BIO: Cheryl is one of the founding members of Kendra Scott, a global fashion lifestyle jewelry brand. The first marketing hire in 2005, Cheryl has since built the internal Kendra Scott marketing, creative and brand functions from the ground up supporting the company in its growth to becoming a billion-dollar brand with 120+ stores nationwide.

An accomplished executive with digital and traditional marketing strategies and a proven track record of steering brand vision, Cheryl established the company’s foundational strategies for brand, digital, and experiential marketing around Kendra Scott’s pillars of Family, Fashion & Philanthropy. She was also the creative architect of the initial e-commerce platform, including developing the interactive Color Bar™. With the demands of the hyper growth company, Cheryl built Kendra Scott’s in-house marketing agency consisting of a multi-versed creative team including Art Direction, Graphic and UX Design, Photography, Digital Media, Copywriting, Content Strategy, Social Media, and Events.

Her passion lies in sharing her knowledge and mentoring future leaders. Cheryl is currently an advisor to The Kendra Scott Women’s Entrepreneurial Leadership Institute at the University of Texas at Austin, a program that she helped conceptualize and build. She has been a guest lecturer at The Art Institutes, Savannah College of Art and Design, The University of Texas at Austin, and Temerlin Advertising Institute at Southern Methodist University.”

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Episode 375