May 2007
What's the big deal about branding? Everyone is talking about it. Every
organization is trying to do it. But, what's the real value of branding,
and how can your organization do it well?
This issue of JDG Brand News cuts through all of the chatter and focuses on building a successful brand.
I hope this information is helpful. As always, please send me your comments, questions, or topics you would like us to address. And please remember that JDG Communications is prepared to help you in any way possible.
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
What's In a Brand?
A successful brand is a tangible asset that delivers lasting value and measurable results. To Coca-Cola, it means billions of dollars each year. For many other successful companies, their brands represent significant investments that help maintain their market positions and ensure long-term success. But branding isn't something just for the big guys.
Brands communicate singularity in identity, image, and position. We believe a successful brand must be built on messages that express the brand promise and connect with audiences on both a rational and emotional level.
With a focused marketing strategy and consistent communications, the brand's value, and awareness of it, will move audiences to take the desired action. Here's how JDG recently helped two organizations develop and establish their brands.
JDG Creates New Brand for Prison Fellowship
Prison Fellowship partners with local churches across the country to
minister to a group that society often scorns and neglects: prisoners,
ex-prisoners, and their families.
Because the organization has evolved over the last 30 years, it needed a brand alignment to help unify its image, message, and mission. JDG worked with Prison Fellowship to develop the new brand hierarchy, corporate name (PFM), and the two sub-brands—Prison Fellowship (prison ministry) and BreakPoint (general public outreach). JDG then developed a full graphic standards manual implementing a new brand hierarchy, tagline, and logos. JDG is now in the process of developing corporate materials such as overview brochures, banner-ups, and stationery to implement the new brand alignment.
Click here to see the complete PFM case study on brand alignment.
GSA Launches New Organization and Brand
If the U.S. General Services Administration (GSA) was a corporation, it
would rank in the Fortune 20. Last year alone, GSA and its industry
partners provided more than $66 billion in products and services to other
U.S. Federal government agencies worldwide. So any change in GSA has
significant implications on the government and the country—especially when
the change is the launch of a new acquisition organization, approved by the
U.S. Congress and The White House. JDG helped brand GSA's new Federal
Acquisition Service (FAS) and communicate its value to customers, industry
partners, and employees.
After several years of organizational development, GSA officially launched FAS on May 1 at a ceremony in Crystal City, Virginia, with the promise of excellent customer service and industry-leading solutions. JDG's branding influence was everywhere, from the banner on stage, which read, "One Mission. One Country. One Source." to FAS's new "At Your Service" marketing icon featuring a concierge (the ultimate customer care provider). New brand advertisements began running in top publications on the same day, and posters appeared in Metro stations near Federal buildings. JDG is also developing communications plans for GSA corporate and product divisions, a print literature system, interactive multimedia, GSA Expo promotions (including special "At Your Service" hotel keycards), and much more.
As GSA's branding campaign rolls out, we'll keep you updated in JDG Brand News.
JDG Keeps Growing in Size and Capabilities
Luke Zehner comes to JDG by way of New York, Wyoming, Oregon, and several
points in between. Luke joined JDG as a copywriter in late March.
He previously worked at GolfStyles magazine, where he wrote feature articles and ran golf tournaments. His golfing buddies are still puzzled about why he would give up the "perfect job" out on the links for the frenetic pace of an advertising and marketing copywriter. Luke also worked in Jackson, Wyoming, where he was a sports reporter with the Jackson Hole News.
Luke now lives with his wife, Lacy, in Washington, D.C. The newlyweds live in a small house, so logically they have a St. Bernard named Harper.
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one- or two-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then prepare a Confidential Needs Analysis that outlines our recommendations for your company. Our staff will return to your office to present our findings and see how we might help you.
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