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Your brand is not your logo. It's not your colors. It’s not your Twitter handle. It cannot fix a soiled reputation or your internal processes. Your brand is not decided by you, but by your audiences. As Jeff Bezos says, “your brand is what other people say about you when you’re not in the room.”
In this session, we’ll explore what a brand usually does—and what it should—mean. We’ll offer up a definition for “brand” that you can actually make use of in your job.
Based on decades of helping organizations define and refine their brand, we’ll discuss what truly creates brand identity and the value that comes with it. We’ll explore what drives expectation and perception in audiences and how an organization can sustain trust through branding. We’ll also touch on what branding requires of your leadership and how leaders create brand through unity and action.
By the end of this session, you’ll be able to:
- Share what a brand is (and what it isn’t)
- Identify the direct link between your brand and your business’ success
- Learn concrete tips to lead your organization’s brand into the future