Steeped in the world of advertising, Brooke Foley’s career journey began as a creative executive over 25 years ago. In 2009, she founded Jayne Agency, a brand strategy boutique that empowers businesses of all sizes to thrive in their respective industries. Motivated by the gender pay gap and a desire for change, Brooke embarked on a mission to provide unparalleled brand clarity to businesses. Today, the Highland Park mom of three leads a strategic team at Jayne, dedicated to instigating alignment and driving strategic outcomes through a self-paced program called Clarity University. Get to know more about the ideas and tremendous energy behind Jayne Agency, as Brooke shares her insights and passion for clarity-driven brand strategy built for any business, from the solopreneur to the Fortune 10, Welcome, Brooke!
Photo credit: Julie Kaplan Photography
Hi Brooke! We are so excited to learn more about the company you founded, Jayne Agency. When and why did you start a creative agency with a focus on “brand clarity?”
I started Jayne Agency in 2009, after a 25 year career as an advertising creative executive. The reason I started my business was directly related to the fact that I was being paid 1/3 less than my counterparts, who were both male. I was told that “Chicago” didn’t pay at the rate I was asking for, so I went out and got four offers within a mile radius. As I put those down on the table I realized, it didn’t matter, it wasn’t going to change so I needed to start my own business. I built a digital advertising and creative agency, only to realize the thing my clients really valued was the clarity I am able to both facilitate, protect and lead them through. So now, Jayne Agency sells that, 100% in a range of ways that work for different business owners.
In a nutshell, what is your company’s process for brand strategy?
Jayne Agency is known for instigating alignment – within the individual, the team, the department, the company, the community or the initiative. We sell Brand Clarity – smartly strategic, wickedly creative, response driven outcomes that lead to scaleable, dependable, repeatable revenue.
Our process stems from our proven methodology around 10 Branded Assets AKA the Brand Platform. We help clients achieve brand clarity in two ways. The first is through Jayne, our main consulting service. Our team comes in and personally facilitates a brand strategy session(s) targeting those 10 branded assets to drive undeniable alignment throughout our client’s brand platform—guaranteed. The second way we help clients achieve brand clarity is through our new program, called Clarity University. Clarity University is designed for busy business leaders including all of the education, tools, support and community they need so they can develop their own alignment, and achieve clarity on THEIR terms; schedule, budget, and timing.
When is it time for a company to turn to brand strategy?
When there is compliance, legal, regulatory, adoption, disruption, new player, new ownership, new transition, new transaction, new generation, new product development happening.
Brand Strategy is something that should be maintained on a two year cycle. We see clients turn to us in down economies to determine how to best navigate given what they can control, and in up economies when they are confident to invest. Brand clarity – the codification of the 10 assets – allows a business owner to have better control over financials, marketing, hr, operations and innovation.
Most people confuse brand strategy with awareness. So, if you think about it, when there is a good economy, people want to advertise because they are flushed with cash flow, they want it to “work harder for them”. But when there is a down economy, they want solutions that do not require that kind of cash investment. The truth is, you should invest in marketing and advertising tactics 100% of the time that serve your audience, and your position and promise – not the economy. And if you do that, then most brands remain stable even during chaotic times.
As a small business, I like the idea of working through a self-paced program like Clarity University. Do tell!
Clarity University is for any business, any size, at any length of years in operation. It’s for the busy business leader that wants to find alignment and drive clarity for the purposes of business stability and growth. It suits the solopreneur to the Fortune 10.
How does brand strategy shape a business’ social media strategy?
Brand strategy defines the primary and secondary audience. If the brand has a barrier that is captive on social and (this is the critical part) can be overcome through social media, then the brand belongs on social media. If social media by nature does not allow for a solution, then the brand needs to get off of the platform(s) asap.
What accomplishments and accreditations are you proud of?
I’m proud of not messing up my team’s solution for Clarity University. 9 out of 10 times people don’t need the high performance growth that comes from a Jayne Agency brand engagement. Meaning, they might not be looking to protect and advance at the same high performance rate. But they still need the stability, control, education and leverage that comes with a brand platform. Being able to deliver high quality education, tools, support and community was solved by what I believe is one of the best teams I will ever have the honor to work with. I did not get in their way. I’m proud of that.
Tell us about the “Jayniacs.”
Jaynaics are a special breed. They are analytical, alignment obsessed, clarity drivers, and yet, all do very different roles within the company.
We were named ‘Jayniacs’ by a past client, who walked in one day and said “OK Jayniacs, let’s DO THIS”… our office went NUTS.
What has been the hardest part of being a business owner?
Realizing how much I failed.
What has been the most rewarding aspect of owning your own business?
Turning those failures into silver linings – and watching the company gain so much from that.
Photo credit: Julie Kaplan Photography
What’s on the horizon for Jayne Agency?
We want to be the leading global authority on brand strategy. And we want to do the world’s largest brand strategy workshop – ever.
How can our local business owners reach out to you to get started on brand clarity and specifically Clarity University?
Fill out the Jayne Agency contact form here. Or, take the Clarity University clarity assessment, and one of our Jayniacs will reach out.