Have You Outgrown Your Brand?

When Jump Company was founded, we focused primarily on brand development. Over the last 25 years we have developed hundreds of logo identities and helped countless clients develop brand strategies and awareness campaigns. While our agency has an expansive track record helping brands succeed, we’re no longer just a brand shop. 

As marketing dramatically shifted over the years so did our clients’ needs, which is why our agency evolved to add media planning, performance marketing, research, video production, brand experience development and more to our list of services.  

Our market changed, our target audiences’ needs and mindsets changed, and so did our ability to deliver and add value. We outgrew our original brand, and hence our brand strategy needed to evolve. 

Ironically, many clients approach us for help with the exact same thing. They have outgrown who they were, they need to evolve to stay relevant, they need to grow to survive or, quite simply, things just changed. Many of them are wondering where to go from here. 

While our services have expanded, Jump will always be passionate about helping clients navigate through successful brand evolutions. Here are some key steps to our brand development process: 

1. Audit and discovery. We conduct research to understand where you have been and where you’re going. To determine who is within the competitive set, we consider the market dynamics, how the brand is perceived today and what opportunities exist moving forward. Often, research includes stakeholder interviews, consumer interviews/focus groups/surveys, brand workshops and general market research.  

2. Reporting and insights. Synthesizing our research, we report out findings along with key takeaways and insights that will drive future brand strategy, planning and messaging. While the research fuels the brand strategy, it also often helps clients identify additional opportunities for their organization and align to their business needs. 

3. Brand strategy development. What is your brand opportunity and aspiration? Who do you exist for? What do you offer that no one else can? What attributes and reasons to believe make your brand compelling, relevant and unique? These are all critical considerations for building a successful brand strategy. 

4. Experience guidelines. Brands are no longer just what we say they are; they’re also what they do and how consumers experience them across each and every touchpoint. To ensure your brand strategy goes beyond just words on paper, we build out guidelines with examples of how your promise and personality should come to life across messaging/tone, look/feel, user experience of the website, and customer experience across interaction with staff, services and more. 

5. Identity exploration and change. Sometimes the evolution of your brand requires a shift in identity. This could be a modernization of your current mark, a shift to reflect the addition of other products/services/sub-brands or a complete overhaul to signal change. Jump’s process starts with an identity brief fueled by insights and the new brand strategy. From there, we lead our clients through a collaborative process to find the best identity approach that signals where they are going without losing who they have been. 

If you’re contemplating what’s next for your brand, give us a shout. We’d be happy to review where you are today and recommend a path to position you best for the future.