BrandSTIR™ is the David James Group's proprietary branding and rebranding process, built for associations, nonprofits, and mission-driven organizations. It's a four-phase framework — Study, Tell, Imaginate, and Reveal — that grounds every creative and strategic decision in real audience insight, not assumption.
Study starts with research: a Brand Health Index (BHI) audit measuring appeal, relevance, engagement, fit, and uniqueness, alongside brand history review, stakeholder surveys, and competitive landscape analysis — giving clients defensible, data-driven grounds for deciding how far a rebrand should go.
Tell defines the brand's story and prepares the organization for change: messaging, brand attributes, a brand promise, and an elevator pitch, paired with internal education — leadership letters, articles, and webinars that explain the "why" before launch.
Imaginate brings strategy to life visually: naming and tagline development, logo design (from refreshes to full revolutions), brand identity systems, comprehensive guidelines, and sub-brand strategy, supported by cursory trademark screening.
Reveal manages the public rollout: brand training, an asset portal, teaser campaigns, unveiling videos and events, announcement ads, social graphics, web banners, PR, and branded merchandise — ensuring the new brand launches with impact.
DJG offers two typical pathways: a Brand Refresh, modernizing an existing identity without a full logo overhaul, and a Full Rebrand, adding complete logo redesign, sub-brand strategy, and an expanded comms package. Every engagement is tailored — some organizations need all four phases, others only select components.
The results speak for themselves: DJG's rebranding work has earned multiple ASAE Gold Circle Awards, with clients seeing gains from an 89% increase in brand appeal to double-digit membership growth. It doesn't just produce a new look — it causes a stir.
