Branding

Overview

A brand isn’t manufactured overnight - it's cultivated over time. For more than two decades, we've co-authored brand stories alongside our clients. Equal parts psychology and science, these narratives drive devotion among an external audience and brand ambassadors. But without clarity and differentiation, there can be no loyalty. And that’s why Jackson Spalding helps our clients discover what sets them apart and how to best communicate those differences.

Logos + Identity

A Brand Identity System is the playbook for how your brand presents itself to the world. It’s an assertive voice amongst the noise of your competitors. An effective identity system reflects core values and creates a bond with the customer so your brand isn’t just recognized, it’s remembered. We use a time-tested and highly collaborative process to create brand identities that have staying power.

Brand Positioning

Before gaining marketshare, you have to earn mindshare. A brand is a collection of impressions that live in the minds of your audience. Effective communication can only take place at the right moment under the right circumstances. Brand positioning is a declaration that defines what you do, who you do it for, and what makes you different in a sustained effort to remain desirable.

Purpose + Values

Defining the organization’s purpose and values synthesizes team members around a clear definition of why the brand exists and how we should vigorously work together to bring it to life.

Messaging

Messaging is the fruit of a well-positioned brand. As Peter Drucker famously said, “The most important thing in communication is hearing what isn’t said.” We help brands listen first, and then speak thoughtfully. Getting everyone on our collective team telling the brand story the same way is essential for success. The right messaging also provides the foundational language the brand needs to translate its story across multiple channels.

JS Excavation^®

Through a process called a JS Excavation, we help organizations gain clarity around WHO they are, WHAT they do, and WHY it matters. These insights are the building blocks of a strong brand foundation and help us craft the brand’s purpose statement, core values, brand essence, core messaging and brand voice.

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We were the unanimous #1 choice in a new business pitch. They said our presentation and marketing material was spot on and looked beautiful. It showed great thoughtfulness about the business and the objectives. James S. GrienPresident and CEOTM Capital