Branding isn’t born in a flash of creative genius. Good branding is the result of hard work by smart people. When Jell develops new brand standards, we start with the steps that guarantee effective results: a brand audit; competitive research; qualitative research; brand definition; positioning; and messaging. This process creates the foundation for the visual language, copywriting, and audience engagements that follow.


“Brand” and “branding” can be slippery concepts. Some people think of both as little more than a logo or a name. Other people may equate brand or branding with social media influencers, TV commercials, or retail experiences.

In case you’re not so sure yourself, here are our working definitions. Your “brand” is “you” — your organization, your offerings, your way of doing business, and how your stakeholders perceive you. Your “branding” is all the touchpoints — visual, verbal, and emotional — that remind people of your brand and what it promises.

Jell works with its clients to improve both brand and branding. We can help you focus your brand definition strategically, then develop branding to match that vision. We’ve partnered with well-established organizations to reinvent them: redefining brand promises, exploring new names, and helping senior management grow new brand architectures.


Good branding should feel true, memorable, and timeless. It’s the vision of you (and your future) everyone has been waiting to see. Good branding can’t just be fluff or window dressing. It can’t be design for the sake of design.

Good branding is the inspired output of a rigorous and analytical process. There. We said it.


The first dimension of branding is the verbal dimension — the way you need to talk about your brand and the way your stakeholders need to think about your brand. Yes, it’s all words, but they’re carefully chosen words. Words that are true, meaningful to your target audiences, and built to last.

This verbal dimension of branding is key. But branding needs two more dimensions to come to life: the emotional dimension and the visual dimension.

The emotional dimension may seem like unnecessary fluff. Nothing could be further from the truth. This is the connection that your organization offers employees, customers, clients, and partners — whatever that connection truly is. Perhaps you offer loyalty. Perhaps you offer confidence, or respect, or excitement, or quality. That’s all powerful stuff, stuff that needs to be captured and put on display. The emotional dimension of your brand promise must suffuse everything.

Finally, there’s the visual dimension: what people see and, hopefully, recall nonverbally. Yes, a logo is a part of that. But “logo” is hardly the same as “brand;” it’s just one little view.

These days, a home page is a major face of the brand, no matter who you are. But there’s more. A consistent color palette, a certain energy, a unique approach to typography — these are all part of the third dimension, and they must all be in harmony with the first two dimensions.

Put it all together in the right way and you’ll have something evocative and timeless. Something strong, proud, and memorable. Not window dressing. Not trend-driven. You’ll have something real — a brand you can stand behind, project in everything you do, and build upon in the future.