Jones and co have been drawn with Bath Rugby, Bordeaux-Begles and Rugby Mogliano in Pool 2 of this season's Amlin Chalenge Cup and the ex-Ospreys coach knows that reaching the last eight would be a huge boost for both the team and the business as a whole.
"It's a high-profile competition and we need to do well to improve the brand. We're a region that have drawn a line in the sand and want to move forward," said Jones.
"Results and performances on the field are very influential in how quickly the business can repair itself from things that have gone on in the past four or five years off the field.
"It's going to be tough group and it'll be tight between Bath, ourselves and Bordeaux-Begles. It will probably be the toughest group in the Amlin Challenge Cup.
"We've got challenges with Bath away and Bordeaux-Begles away and to do well in this competition you have to go away from home and win a game. I think in this group you'll have to win two away games.
"If we can be in with a shout and in charge of our own destiny in Rounds 5 and 6 then we'll be confident that we can get through. For the credibility of the business, we need to perform well and get through to the quarter-finals."
Jones spoke in pre-season about the need to create a winning mindset at the Dragons given a lack of sustained success and he admits that will remain a priority for the foreseeable future as his side get set to kick off their Amlin Challenge Cup campaign against Mogliano a week on Friday.
Progress appears to be being made given the nature of their league wins over Ulster and the Scarlets but Jones has stressed that it's impossible to put a time limit on that process.
"It will take as long as it takes," added Jones.
"We've got players here who last season didn't do very well. They were in the habit of losing and when you're there you don't mind losing and you think it's acceptable. But it's not to me.
"I don't want that: I want winners. I want people to know what winning feels like and to turn up expecting to win, not thinking that losing by one or two points is acceptable or thinking 'oh, we didn't do too badly tonight, we only lost by four'. That's rubbish and that's what I've got to kick out of the squad.
"It takes a lot of time for people to be positive on their game and to try and go out to win it rather than not to lose it. That's the biggest challenge because, as far as the squad is concerned, they are a pretty good standard of player. Mentally I think they're just a little bit damaged at the moment and we need to turn that around."