Innovating the Future of Branding: Jackie Bebenroth’s Vision at Muse

By ICIC | March 24, 2025

March is a time to celebrate the extraordinary contributions of women throughout history—and to recognize those shaping the future today. One such leader is Jackie Bebenroth, Principal and CEO of Muse, a Cleveland-based branding agency known for its innovative approach to brand strategy. Under her leadership, Muse earned the prestigious IC100 Award in 2022, 2023, and 2024, a testament to her expertise in redefining market positions and revitalizing brands.

Jackie’s journey has been shaped by programs like Goldman Sachs’ 10,000 Small Businesses (10KSB) initiative, which helped her refine key business strategies. “The 10KSB program was instrumental in my ability to strengthen Muse’s foundation,” she shares. “It gave me the tools to navigate growth and implement scalable brand strategies.” Her ability to adapt and embrace new industry trends has allowed Muse to evolve into a powerhouse in branding, offering services ranging from brand positioning and visual identity refreshes to experiential marketing.

“The 10KSB program was instrumental in my ability to strengthen Muse’s foundation. It gave me the tools to navigate growth and implement scalable brand strategies.”

Beyond business success, Jackie’s commitment to social responsibility is equally noteworthy. Muse actively provides pro bono branding and marketing services to underserved communities, helping businesses and organizations amplify their voices and create lasting impact. This dedication to empowerment aligns with her broader mission: to elevate brands and the people behind them.

Embracing Innovation: Revolutionizing Marketing Strategies in the Digital Age 

Innovation isn’t just about new ideas—it’s about transforming them into practical solutions that enhance functionality, efficiency, and user experience. As Bebenroth explains, “The advent of online publishing platforms changed the game for our business. Clients are no longer reliant on web developers to add content to their websites, which has given brands more control over their messaging.”

This shift has revolutionized marketing, allowing businesses to connect with their audiences more effectively. Traditional advertising methods have given way to digital platforms where engagement is direct and dynamic. Social media and online forums now enable brands to gather instant feedback, fostering a culture of collaboration between businesses and consumers. As a result, companies aren’t just promoting products—they’re building communities.

By leveraging these advancements, Muse has helped clients navigate a world where thought leadership is a driving force for growth. The agency understands that innovation isn’t about chasing trends but about harnessing the right tools to create meaningful connections with consumers.

Muse’s Innovative Spirit in Action

A company’s ability to adapt often defines its success. At Muse, this adaptability is evident in the creation of an AI Committee to explore emerging platforms. By carefully evaluating and integrating five new AI tools, the team has enhanced operational efficiency while ensuring that each innovation benefits clients.

The agency also embraced user-friendly design tools like Canva, recognizing that traditional software like PowerPoint was limiting. “We developed new brand and content development protocols to use these tools responsibly and to our clients’ benefit,” Bebenroth explains. This shift streamlined the design process and empowered clients to maintain brand consistency without relying heavily on outside designers.

By strategically adopting new technology, Muse stays ahead of industry changes while ensuring that innovation remains client-focused.

The Sky’s the Limit: Navigating Challenges and Future Goals 

Implementing innovative ideas is never without challenges. Bebenroth recalls early missteps in adopting technology systems that didn’t align with Muse’s needs, emphasizing the importance of a structured approach to innovation.

“Not every idea is a great idea,” she advises. “Be sure to create a framework for analyzing and trialing innovation. Spend time developing your vetting system so you can explore new innovations with guardrails. This will avoid costly time investments during the trial stages and, ultimately, expensive mistakes down the road.”

By establishing a clear vetting process, companies can reduce risks and focus on initiatives that provide real value. This disciplined approach ensures that businesses don’t just chase the latest trends—they implement innovations that drive sustainable growth.

Jackie Bebenroth’s journey with Muse is a testament to the power of innovation, adaptability, and purpose-driven leadership. As we celebrate Women’s History Month, her story reminds us that progress is not just about personal achievements—it’s about uplifting others along the way. By fostering a culture of creativity and resilience, we can inspire the next generation of entrepreneurs to embrace change, think boldly, and transform industries. With the right mindset and tools, the opportunities are limitless.

About Goldman Sachs 10,000 Small Businesses
Goldman Sachs 10,000 Small Businesses provides business education, support services, and pathways to capital for growth-oriented entrepreneurs. Participants gain practical skills to take their business to the next level, with topics like financial statements, negotiations, and marketing. The program is offered tuition-free and delivered in partnership with academic institutions across the country.

Learn more about Goldman Sachs 10,000 Small Businesses at icic.org/10ksb

About the IC100 Awards

Since 1999, ICIC has identified and honored the 100 fastest-growing businesses located in under-resourced communities through the prestigious IC100 awards. Throughout this period, ICIC has had the privilege of learning about and highlighting more than 1,000 remarkable business leaders and companies from across the United States. These firms have proven to be catalysts for job growth and promoters of a thriving, inclusive economy, even amidst challenging circumstances. Furthermore, they have actively contributed to the enhancement of their communities by generously donating their time and resources to local organizations and charitable causes.

Learn more about the IC100 awards and eligibility criteria for this year’s list at icic.org/ic100.