Guest Jacob Cass: Brand Strategy Isn’t Just a Logo – It’s Everything!

The Brand ON! Show

Most people think branding is just about a slick logo and a catchy name. Wrong. This episode of The Brand ON! Show gets real with Jacob Cass—brand strategist, designer, and the guy who went from making logos to shaping entire businesses. We’re diving into why branding is more than aesthetics, how to spot when a brand is off, and what it takes to build one that actually works. Plus, the cautionary tale of a fried chicken place that lost its way (and lost Brandon as a customer). Want to make sure your brand stays ON? Hit play.

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Connect and Follow Jacob Cass

Jacob Cass is a multi-faceted brand designer, strategist, educator, podcaster, and business coach. As the founder of JUST Creative, he has helped businesses—from global giants like Disney and Nintendo to small and medium-sized brands—stand out through branding, strategy, and design. With over 17 years of experience, a Bachelor of Visual Communication, and a Brand Master Certification, Jacob’s work has earned numerous awards and over 80 million website views. He co-hosts the JUST Branding Podcast, runs the Exponential Creatives coaching community, and recently launched The Brand Builders Alliance™, a membership program designed to empower brand builders. His insights have been featured in TEDx, Entrepreneur, and Forbes, and Yahoo! recognized him as the Best Brand Coach.

Website: https://justcreative.com/

Media Contact Page: https://justcreative.com/contact-me/media

Branding Briefcase (Free Bundle): www.brandingbriefcase.com

Brand Builders Alliance Membership: www.JoinBBA.com

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Transcript (with chapter marks)

00:02:03 Jacob Cass’ Background and Achievements

Jacob Cass: I was a graphic designer for many years that turned into a focus on logo design, and then that turned into identity design and then into brand strategy. And then from there, I kind of transformed into a coach for creatives and helping them level up as well.

00:04:33 Jacob Cass’ Learning About Strategy

Jacob Cass: And then someone introduced me to brand strategy, and that's where my head blew off… I did not know anything about brand. I was like, I was just doing the surface level stuff. However, if you really want to work strategically and grow a brand from the ground up in a much more nuanced way, that's where strategy comes in.

00:09:26 Jacob’s Company - Just Creative

Jacob Cass: My firm, Just Creative, has a mascot called Pinky, a low-poly 3D flamingo. Our saying is 'Stand the flock out.' It’s not just a tongue-in-cheek phrase but about standing out authentically in the marketplace. The flamingo makes our brand memorable. I didn’t have it from the beginning—it’s a recent, natural progression.

00:19:51 Client Success Stories

Jacob Cass: A recent client, an executive coach, was brilliant at her job but had a brand that didn’t reflect it. Her company, EMR Consulting, even had an acronym she didn’t know the meaning of. Through workshops, we discovered her fiery personality, but 'Fiery' felt too harsh. Instead, we landed on 'Bright and Brilliant'—a name that resonated so deeply, she cried. The new identity, with bold yellow branding and a sun logo, now stands out in a sea of corporate blues and grays, making her unforgettable."

00:34:10 Client Success Stories

Brandon Coleman Jr: A business gets one mind space amid the 10,000+ brands we see daily. To stand out, you must find and reinforce a single defining element—like we did for our clients—through every touchpoint of your brand.