Our brand belief
A healthy, vibrant brand is critical for sustained success.
The more you invest in the health of your brand, the easier it becomes to achieve your goals.
A vibrant brand energizes and organizes every aspect of your organization, from operations and business development to innovation and growth. A vibrant brand focuses your efforts and simplifies your life.
That’s why strategic leaders cultivate their brands with the same level of care and attention that they monitor revenue and expenses.
A strong brand is the through line in each of their success stories.
What is “brand” anyway?
First things first: your brand is not the same as your branding. Don’t confuse “brand” with your logo or your tagline.
Brand is reality. It’s a lived experience. Your brand is the nexus of you, your organization, and everyone you interact with. Brand is an ecosystem, which means it can grow, thrive, dissipate, and die. Your brand is alive and ever-changing—a complex web of values, beliefs, perceptions, and actions.
If you want your brand to grow or thrive, don’t take it for granted. Love your brand. Embrace and celebrate it as a constant source of energy and joy.
What is the BrandCycle™?
The BrandCycle is a continuous process. To maintain a healthy, vibrant brand, tend to it as systematically and consistently as possible.
Explore your brand’s ecosystem periodically by researching the competition; auditing your branding, marketing, and communications; conducting highly focused surveys; and, most importantly, gathering the perceptions and needs of your stakeholders.
Discover insights from each of these research steps, then conduct a comprehensive analysis to assess the overall health of your brand.
Refocus brand vision and redefine your strategy based on these insights. Articulate your brand belief, vibe, essence, position, and messaging.
Share your refocused brand vision with key internal stakeholders and involve them in the brand’s goals and your plans for activation. Then roll out communications and experiences which embody updated positioning and messaging to key external stakeholders, such as clients, customers, donors, and partners.
Nurture your newly refreshed brand by always living your brand’s core values to the fullest; engaging stakeholders consistently; routinely monitoring customer satisfaction, loyalty, and feedback; and celebrating positive events and interactions among all your stakeholders.
What does Jell do?
We help you set the BrandCycle in perpetual motion. We’re passionate about exploring brands and discovering actionable insights that result in high-impact brand strategies and activations.
We partner with ambitious leaders who want to discover the perceptions and desires of key stakeholders and target audiences. Then we collaborate to define a shared vision for the brand’s future and chart a roadmap for success.
What challenges are you facing? What problems are you actively trying to solve? Which blind spots hinder your progress? We’re eager to hear your story and learn how we can help.
