The value of joy. Or perhaps J.O.Y.?

Joy.

It rarely appears in a branding brief. But it plays a part in almost all the most successful projects.

True, on the surface branding and campaign conversations tend to focus on serious things: data, strategy, performance and objectives.

But bubbling away just below that, if you’re lucky, there can be something less formal, less measurable, but just as powerful.

It’s not forced enthusiasm. Not superficial cheerfulness. Not performative excitement.

It’s joy; the intense pleasure and satisfaction of creating something meaningful together.

The joy of better ideas.

It starts with the people doing the creative work.

When they feel joy in the process of creation, something shifts.

Curiosity increases.

Personal investment increases.

“What if…” increases.

Ideas improve because people who feel joy in their work naturally look for ways to make it better.

Joy isn’t just enjoyable.

It also gets results.

And at Neon, we’ve found that to be true right across our business. We’ve taken real joy in working with clients of all types and sizes, from major international law firms and media agencies to leading charities and cheeky start-ups — not to mention the odd rock star.

Finding joy in the journey.

Joy can also be present in the process.

The best projects rarely feel like a transaction.

They feel like a shared journey between client and team. With moments of discovery. Moments of heated debate. Moments when everything suddenly clicks.

Finding joy in the process builds collaboration and trust.

When people enjoy working together, difficult conversations become easier and bold ideas become more possible.

The joy of collaboration.

There can also be real joy in working with creative collaborators.

Great projects often involve talented people from many different crafts:

• Illustrators
• Photographers
• Programmers
• Model-makers
• Signwriters
• Typographers
• Film-makers

…to name but a few.

People who bring their own expertise, perspective and personality to the work.

Seeing an idea evolve as these collaborators add their craft can be one of the most joyful parts of the process.

Ideas become richer. More physical. More human.

And watching talented people do what they love is always inspiring.

The J.O.Y. of responsibility.

Surprisingly, perhaps, joy often lives quite close to fear.

Sometimes it’s the feeling that the responsibility for solving the problem is J.O.Y.: Just On You.

That slightly uncomfortable moment when you carry the weight of expectation to solve a problem and deliver something meaningful.

Strangely, there can be a certain joy in that too.

That slight tension when you know something is a little different. A little braver than expected.

That edge of uncertainty is often where the most interesting work springs from.

The joy of fixing what doesn’t work.

There can even be joy in failure.

Not every idea works. Trying, learning and improving are all part of the journey.

Projects that allow experimentation often produce the most meaningful results over time.

There’s the joy of the happy accident too, those rare occasions when something that initially looks all wrong turns out to be very right.

Making joy a must-have.

Maybe you’re thinking that the kind of joy we’re talking about sounds soft and fuzzy.

Non-commercial. An optional extra.

But for us it’s a must-have. Because joy adds passion, personality and momentum.

It’s the restless energy that drives better work.

And it’s contagious. When people feel genuine joy in what they are doing, it spreads.

Clients feel it. Audiences often feel it too.

And there is another harder, more commercially focused edge to joy.

The joy of building better.

It’s the kind to be found in the satisfaction of seeing a brand grow and awareness increase, with tangible results to follow.

That moment when the work connects with the world brings its own kind of joy.

Joy can be a fleeting moment that still carries real resonance.

The joy of the breakthrough idea. The quiet joy of solving a difficult problem. The joy of sharing an idea for the first time.

These moments shape the journey.

And the journey matters.

Great branding projects are rarely defined by a single moment.

They are defined by the conversations, the discoveries and the shared effort to build something meaningful.

The joy of delighted clients.

One of the most rewarding moments often comes later in the journey.

When clients tell us what the work has meant to them. A kind email. A thoughtful testimonial. A recommendation passed on to someone else.

Those moments bring their own kind of joy.

They remind us that all the hard work, the creative risk-taking and the sweating over every tiny detail were worth it.

And very often they lead on to the next project through recommendation.

Joy may not appear on any project timeline.

But its presence, or absence, can play a vital role in shaping the kind of work that emerges at the end of the process.

Which might make joy one of the most valuable assets any brand can have.

Right… better get back to the serious business of joy / J.O.Y.

 

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Written by Dana Robertson, Founder and Creative Director at Neon Brand Consultants, a Chichester-based brand consultancy working across sectors from law and finance to culture and start-ups.

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If you have an upcoming project you’d like to talk about, then for sure contact Neon we’d be absolutely delighted to hear from you.

Please drop an email to or connect with via LinkedIn Dana Robertson.