A brand… just what is that?
A brand is the relational experience your customer has with your company and your product(s). From this relationship customers position your brand based on how your company and product make them feel. From phone calls and sales calls to product quality and marketing materials, a message about your brand is communicated through each and every encounter with customers, vendors, investors… everyone. Each positive brand encounter can help lead to the next and the next and so on until your brand becomes a part of your customer’s marketplace family. But this can only happen when your brand is managed properly every step of the way and with the understanding that, because we are relational people, the personality traits of your brand is what attracts and retains customers - not necessarily your product.

A little heady, but let’s be practical.
The most successful brands aren’t measured in terms of sales, but rather relationships cultivated. Meaningful relationships take time to build and require transparency and authenticity. While being true to your brand is critical for authenticity, differentiating your brand is critical to standing out among all the other brand personalities and getting noticed in the crowded marketplace. This is the tough part about building a brand — being true and being different. Most businesses typically think of their brand only in terms of integrated corporate identification materials. While it’s important that all the materials look the same, have the right proportions, fonts etc., corporate identity is only part of a brand personality. Branding elements such as design aesthetics, tone of voice, product quality, and the training and attitude of your staff… just to name a few… are pivotal.

Alright, now what?
Seth Godin, author of The Purple Cow, reminds us that “Boring is always the riskiest strategy”. The most exciting and memorable brands provide customer experiences that consistently delight and engage. To maximize your brand’s potential it’s vital that every brand encounter is integrated and represents your brand accurately, compellingly, persuasively, and uniquely. As a result, J2 Henry approaches each project by assessing its place in your marketing and brand communications matrix. We’re not just project designers and developers shoehorning a new promotional piece into a program, but we’re holistic brand thinkers. We offer a complete package of services designed to help identify, evaluate, and build brand characteristics and imbed them into communication and marketing materials. Creatively. J2 can do this?

Brand new ideas. New brand ideas. That’s what J2 Henry is all about.