Map to JJ KellerJ. J. Keller Corporate Branding for Real Results

• Date: Wednesday, February 18
• Time: 4:30 networking, 5:30 program, 6:30 dinner
• Location: on-site @ JJ Keller in Neenah
• Presenter: Jim Keller, Owner/President

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J. J. Keller is a "household name" among targeted business segments, has a culture among Associates that has "soul", and is a leader in philanthropy. J. J. Keller is a recognized sponsor of the Iditarod Sled Dog race, and their fishing team has won many awards.

How and why did these things happen? Where is J. J. Keller going with their initiatives, and what's the ROI?

Our speaker will discuss these issues and share exciting stories with examples. He will also provide drawings for the J. J. Keller History Book, LeRoy Butler Book, Tundra-Stuffed Sled Dog, and the 2008 J. J. Keller Iditarod Adventure DVD!

About our Speaker

Jim Keller earned a Graphic Arts degree and is Certified as a Wisconsin Master Printer. He has worked at J. J. Keller in numerous positions since 1968 and currently serves as President.

Due to Jim's active leadership, he  has received numerous awards including the Frank W. Babbitt Award, Philanthropist of the Year award, and the Patriot's Award. He is an Honorary Board member for the Military Veterans Museum Foundation and co-authored a book with LeRoy Butler.

On a personal side, Jim has earned a US Coast Guard Passenger Carrying Vessel License, he enjoys hunting and fishing, and has two children and a grandson.

Key Point Take-Away Notes:

 Jim presented J.J. Keller & Associates' history, some ideas about their leadership and culture, and examples of their branding, both internal and external. Insights based on Jim’s presentation include:

 1.            Jim’s presentation involved a concept I’ll call “brand personality”. A person attracts company by having a vibrant and multi-faceted personality. The same is true for a brand! To really connect with people and attract them emotionally, a brand should mean something more than just the “branded” products/services. Jim talked about a brand having soul, meaning, and purpose. Developing soul/meaning/purpose in a brand requires connecting the brand to activities and causes beyond a company’s core product/service arena. With these external connections your brand can develop a vibrant personality, which makes it attractive and memorable. 

2.            How do you know what activities and causes to connect to your brand? An activity or cause can be a great branding-fit if it relates to your customers in some way. J.J. Keller & Associates’ support of Iditarod is a great example. The Iditarod race connects to Keller customers in two ways: 1) it connects the Keller name to a cultural event valued by its customers, including customers who live in Alaska and others who value racing and competition, and 2) as a provider of transportation expertise, the Iditarod support is provided with a phrase “Extreme Transportation Solutions” which relates the activity to Keller customer needs.

 3.            Stay close to your heart. An activity or cause can also be a great branding-fit if it’s close to your heart; things you personally care about and for which you have passion. Examples from Jim are activities that support the community and student athletics as evidenced by support of the Neenah High School Athletic sign and the J.J. Keller Titan Stadium. An activity close to your heart is good because: 1) you’ll enjoy your company’s involvement, which has an intangible benefit, 2) because you’ll naturally spend time with the activity outside your work-role, and time spent makes the promotional effort effective, and 3) other people will understand the brand support is genuine rather than gimmicky, which engenders a feeling of integrity for your entire brand.

 4.            Put your name on everything. This recommendation is simple but important. On the presentation stage Jim had J.J. Keller & Associates apparel, and his branding examples the Keller name and logo were clearly and consistently used.

 5.            Finally, Jim gave examples of leadership practices that I’ll call Internal Branding. Branding is not something just for external audiences, but is for company associates as well. Jim discussed leadership keys that include being proactive, decisive, humane, creative, and having vision and vitality. And he used the phrase “three Cs equal an A,” referring to the importance of communication, cooperation, and coordination. These leadership guides exemplify the brand-personality that shapes the emotional connection to the brand among J.J. Keller Associates, and is instrumental in making the company more than just a place to work.