Brand Bread & Butter Essential ingredients for expanding businesses.
What is it?
Brand Bread & Butter (B³) is our proprietary brand development program for early-stage businesses – an essential reduction of our decades of expertise and experience.
Who’s it for?
B³ is built for scaling businesses working to define, differentiate, and derive value from their brands at a critical stage of growth. It's a program for founders, owners, or investors seeking a more efficient way to establish effective brand foundations that express their purpose and value, improve customer consideration, and increase long-term shareholder value.
What’re the benefits?
Branding is a critical investment that becomes more costly and complex to address over time. By focusing exclusively on essential and actionable foundations, B³ makes it economical for early stage businesses to establish customer insights, communication strategies, and creative expressions earlier than previously possible. In addition to long-term impact (see our FAQ), short term benefits include:
Increased market segment differentiation and customer relevant positioning
Cross-business vision, mission, and purpose alignment and activation
GTM and evergreen communication strategy and messaging hierarchy
Development of cross-channel design, sales, and marketing standards
Improved talent consideration and recruitment
How does it work?
JAM principals will work directly with up to two dedicated stakeholders from your team in a focused sprint consisting of two phases. Together we will develop strategic foundations, a brand identity, and touchstone communications and guidance allowing you to build a brand that drives impact.
Phase 1
Foundation
JAM will analyze and validate your data and research, translating business objectives, customer insights, and market opportunities into an actionable brand strategy. Together, we’ll establish a unifying purpose and positioning, brand narrative, messaging hierarchy, and personality traits to inform creative development in the following phase.
Key activities:
Data and insights consolidation, analysis, and validation
Brand and communications audit
Competitive analysis
Brand positioning workshop
Brand strategy development
Phase 2
Expression
JAM will share and refine several options for brand expression that will ultimately be articulated via a Brand Playbook – a dynamic tool that outlines your brand’s foundational strategy, messaging, and showcases how the brand identity can be expressed across prototype internal and external touchpoints and channels. Used to onboard and align stakeholders ensuring brand comprehension and consistency, it inspires, communicates, and makes your brand’s actions bolder, sharper, and more distinctive.
Key activities:
Creative ideation
Visual and verbal identity development
Brand Playbook development
FAQ
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We created B³ because we thought it should be possible to provide a company’s practical brand foundations using a more efficient and less costly process. By combining our Amazon experience with emerging technology and highly effective processes, we found it could.
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Contrary to popular wisdom, brand perceptions may have a larger impact on B2B affinity and purchase decisions than B2C. 75% of B2B buyers consider overall reputation a deciding factor when making purchasing decisions; 82% will pay a premium for a strong brand; and 62% of B2B customers are more likely to continue doing business with a company with strong perceptions.
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For companies seeking VC/PE investment, quality and breadth of investor expertise can be as important a consideration as financial terms. Expert-led brand services and partnerships help attract and convert more purpose-led acquisitions, faster equip newly acquired businesses with practical brand foundations, and create ‘flywheel’ opportunities to move businesses into services provided by relevant portfolio companies.
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If you lack the internal resources to execute on your own, JAM is fully equipped to develop a wide variety of creative to showcase your brand including launch communications (internal and external), template, website, videos, sales and marketing collateral, product packaging, and more. These additional deliverables are not included in the B³ program and will incur additional timing and cost.