| Branding
Our
consultants have launched national products for household
names and new inventions alike. Our branding process is comprehensive
and scalable, responsive to the timing and budget needs of
each Client. As with all J Street planning, our branding is
grounded in business objectives to yield financial results.
The J Street branding process includes the following steps:
• Discovery
• Perspectives Research
• Articulation
• Confirmation
• Creative Development
Our branding process is aggressive, effective and engaging.
The process can take 6 week or 6 months, depending upon your
specific needs. J Street Founding Partner Jay Kerness and
J Street Creative Consultant Tim Munson bring their combined
30+ years branding experience to each assignment.
Discovery
Strategic sessions with senior leadership identify key business
issues and clearly define branding objectives. Understanding
what constitutes a “win” for the branding initiative
is critical, so we always direct our work towards tangible,
measurable goals. “Begin at the end” is our motto.
Perspectives
Research
Your brand’s position is a synthesis of three key perspectives:
Internal stakeholders, external targets and your competitive
position. J Street conducts research in each of these areas,
ranging from one-on-one interviews to full statistical studies.
This important step captures key message points and plots
the right direction for your brand.
Articulation
With research as a foundation, J Street develops a definitive
brand positioning statement to get everyone on the same page…
literally. This one document becomes the framework for all
creative development, marketing communications and business
strategy decisions to follow.
Confirmation
Next, we go back to stakeholder targets, internal and external,
to confirm the brand position. This “red flag”
check is critical and can be accomplished through informal
discussions or a second round of formal research. Without
it, we’re all just talking to ourselves.
Creative
Development
Finally, J Street provides full creative services to translate
your positioning concept into a corporate identity and creative
deliverables such as naming, logos, brochures, sales training,
websites and more. J Street Consultants are top creative professionals
who deliver results.
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