Our word for 2019 —
The start of the year is the perfect time for big thinking. Good friend of JAC&, Jo Hook, suggests choosing a theme word, something that captures the feeling you want to experience and to keep you on track. This really helped us last year, so we’re doing it again.
Our word for 2019 is grow.
2018 saw us settle into a new pace after a big year of change in 2017. We reviewed and refined our approach and processes repeatedly throughout the year to make the most of our time and reduce stress in the studio. Feeling a bit like a well oiled machine now!
In 2019, we’re ready to grow. Staying true to our values we’ll be doing this at a steady and considered pace, but are looking forward to testing our limits and taking on some new challenges.
Celebrating collaboration —
To express gratitude to our clients, suppliers and peers for their support in 2018, we made a gift that celebrates collaboration.
Imagery was created with Willem-Dirk du Toit (photographer) and Natalie Turnbull (stylist) for a personal project called 1–3. We gave ourselves 1 hour to collect props and 3 hours to execute a series without intention or reference.
The giclée prints were produced by Hound & Bone Studio (a small business with an approach we really respect and admire) on Canson Rag Photographique.
The textured note cards were made by another excellent small business called Dodgy Paper using Hound & Bone offcuts.
We then documented the collaboration with Jill Haapaniemi.
This project goes to show that it really does take a village! It’s an honour to have such talented people in ours.
Your brand is not a logo —
When people think of a brand, a logo is often the first thing that comes to mind. This isn’t wrong, your logo is a big and important part of your brand. However, a well thought out brand includes so much more than just a logo.
At JAC&, we break brands down into two components; the invisible parts and the visuals. We focus on the things you can’t see first and foremost. This helps us design with purpose and ensures our clients are thinking of their whole brand before getting caught up in visual details. Our process covers:
The invisible parts
- Your brand story
- A clearly defined offering
- Audience profiling
- Brand character and tone of voice
- Purpose exploration
- Your position in the market and point of difference
The brand visuals
- Your logo
- Supporting graphics or imagery
- Typography selection or creation
- Colour scheme
Once these things are finalised, we sum everything up for you in comprehensive brand guidelines and work with you to create a launch and marketing strategy. We work this way to ensure our clients are well-equipped and confident when they take their brand to market.
There are varying takes on what makes a successful brand and everyone has different levels of depth in their process (hence the wide discrepancy in brand pricing between studios). We believe a successful brand is one that not only looks great on the outside, but on the inside too.
One of the benefits of being a small business is the ability to adapt quickly.
At JAC&, we start our branding process with a thorough pre-design phase which entails a workshop that – amongst other things – explores purpose, defines audience and clarifies offering. We think this is a hugely valuable process for a business of any size to go through, at least once. For a small business, revisiting the process regularly can help considerably with improvement and growth. We find brainstorming the following regularly can be very helpful:
- Revisit your purpose. Why are you doing this? Why did you start?
- Understand your audience. Are your audience who you thought they’d be?
- Clarify your offering. Does your offering appeal to your actual audience?
Recently we went through this process ourselves and thought it would be valuable to share the journey. After announcing our new offering, JAC& Brand Workshops, we took some time to reflect and adapt.
We started with purpose, brainstorming why we created the offering and uncovered the following:
- To help small business owners understand what a brand is and how valuable it can be to business.
- To help new business owners build the invisible parts of their brand and gain clarity around who they are.
- To help existing business owners revisit and strengthen their brand.
- To help people with lower budgets build a brand with depth and substance.
To better understand our audience, we:
- Reviewed all data and insights available to us.
- Assessed all enquiries received for underlying concerns/hesitation.
- Asked questions of as many people as we could.
After going through the above steps, we realised we knew who our audience were but not what they needed. We spent considerable time assessing how we could achieve our purpose while balancing the business’ needs at the same time and landed on a compromise. Increasing participants slightly and reducing ticket cost invites our intended audience back in and allows us to help the people we want to.
Going through the above process can lead to so many different outcomes – financial or otherwise – if your business or offering isn’t doing what you thought it would, ask questions of yourself and others then, adapt.
Introducing JAC& Brand Workshops —
We’re incredibly excited to announce our new offering – JAC& Brand Workshops – designed to help small business owners add value to their business through a thoughtful branding and marketing approach.
Working in small groups we will explore what makes a successful brand, giving you the tools needed to speak clearly to your ideal client or customer. We will help you define your place in the market by clarifying your point of difference and establishing your brand character and story.
You will walk away with the knowledge needed to create a strong brand and a marketing strategy that fits your individual needs.
- Presentation, guided exercises and discussions in a comfortable environment
- Workshop tools supplied inc. notebook by Supply Paper Co.
- Refreshments by Antipodes Water and lunch by Goldilocks
- Post-workshop advice and resources
Defining your purpose and clarifying your offering
11.30 – 12.30
Developing brand story and character
12.30 – 1.00
Lunch by Goldilocks
1.00 – 2.00
Understanding your audience, position in the market and point of difference
2.00 – 3.30
Creating a realistic brand and marketing strategy
3.30 – 4.00
Questions and group discussion
If you would like to take part in a workshop, please contact Jac directly on email@example.com or 0450 189 308.