8 min read
Wondering what an authentic brand exploration looks like? Look no further!
Finding the right way to anchor and authentically express your brand is like setting off on a road-trip to an undetermined destination. No-one in the car has been there before, the road markings seem unfamiliar, but somehow, you’ll know it’s the right place when you find it.
If that sounds nebulous, it’s because it is. It’s hard to build a brand that people believe in, and almost as hard to find authentic and helpful accounts of branding from the inside. That’s why we’re telling ours. In this article, we’re sharing the steps we took through our own eight-month brand exploration.
In the first section we explain why we decided to explore our brand, and the second section is all about our journey - it's a retelling of the steps we took. This will give you an understanding of what a brand exploration can look like and possibly provide a template for your own. Let's go.
Who we are: Jostle is an eight-year-old SaaS company that’s creating a new kind of intranet to help organizations improve internal communications, workplace culture, and employee engagement. We call it our People EngagementⓇ platform. We serve over 400 customers around the world from our 65-person office in Vancouver, Canada.
Why we did this: This wasn’t a rebranding exercise in the typical sense as it wasn’t about our logo or visual identity. Rather, it was about finding a clear way to encapsulate and express who we are and why we’re different. This was the next step along our path of discovery and clarification for our growing brand. It's an evolving, ongoing investment rather than a one-off project.Key drivers: These are what motivated us to press on along our brand journey.
“It would've been so easy to have gone live with one of our earlier concepts. This may well be the most important lesson in this entire process. I think the fact we kept the core team focused, and used those clear criteria and tests, allowed us to push beyond versions that looked good but lacked truth, distinction, or clarity.”
Without a doubt. We fully believe that great brands reflect what’s inside. And we know that every minute and cent we invest in understanding our brand and how our people demonstrate and express it, is well spent.
We’re now onto the next phase of our journey—living and breathing our Jostle Declaration and demonstrating what an extraordinary workplace looks like. We’re already seeing the immense benefits of a clear brand declaration, and look forward to seeing more unfold in the future as we continue to work at it, every day.
Although all brand journeys are a little different, we hope our story has given you an insight into the steps we took and the outcomes we're enjoying. We like honest brands and we want more of them in the world. If you’re considering your own brand exploration and would like to touch base, please reach out to us. We’d be happy to chat.