Brand Transformation Realigns Organization with Its Purpose
JVS Careers, a career placement service of the Jewish Vocational Service Foundation, lacked brand cohesion and a clear path forward. With disjointed offerings and messaging, they struggled to effectively attract the right customers. To thrive in the future, they needed to realign internally around core values and clearly define target audiences.
We facilitated an introspective brand transformation centered on identifying their true purpose.
Key steps included:
- Discovery sessions uncovering their “why” and ideal customer profiles
- Distilling primary themes that embodied their mission
- Defining audience personas to sharpen marketing focus
- Creating an equity pyramid to reconstitute their foundation
- Launching a new website and branding to reflect the evolved position
WHY IT WORKED
This fundamental re-grounding provided much-needed direction. The inward focus on purpose and outward focus on audience needs realigned the organization top-down and bottom-up.
With an authentic brand narrative and targeting strategy, the organization is:
Sharing their passion with the customers with whom their messaging resonates most
Building an ecosystem around meaningful connections versus disjointed transactions
Reaffirming their “why” and empowered them to pursue growth rooted in purpose