Brand Messaging for Music Group
Overview
Since 2005, JACK Quartet has been a leader in the contemporary classical music scene. The string quartet is also a non-profit, which allows it to operate a broad range of programming, from performing, commissioning new music, and teaching.
Objectives
JACK Quartet wanted to re-envision its brand messaging to speak more powerfully to American audiences.
Implementation: Messaging
To develop JACK Quartet’s new brand messaging, we put JACK’s four ensemble members and their key leadership through ConiferCo’s signature brand messaging experience. They completed a branding questionnaire and a workshop during which they articulated what JACK meant to them and could discuss where their vision differed.
Details blurred intentionally
We used the outputs of the questionnaire and workshop to write a set of core brand messaging for JACK Quartet: mission and vision statements; “About Us” and “Artists’ Statement;” a set of organizational values; and a suite of tag lines.
Results
This messaging is now incorporated throughout JACK Quartet’s website.
“Francesca and her ConiferCo team were invaluable in taking our messaging and marketing materials to the next level. They meticulously gathered information and synthesized it into clear and natural language, web content that was intuitive and thorough, and templates that will help us share our story for seasons to come. Through it all, they were patient, precise, and clever about how to weave our arts organization’s creative purpose into the narrative of our nonprofit model. We’re so grateful.”
Need brand messaging for your business?
I’d love to use my learnings from this brand messaging project to see how I can add value to your organization.