Skip to main content

What is Branding, Really?


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


  • Jarrett Way

    While attending journalism school at the University of North Texas, Jarrett found himself at the intersection of communications and advocacy. His post-graduation endeavors took him to Memphis, Tennessee, where he spent four years diving into the world of content marketing and digital strategy. Grind City could only keep a Texan away for so long before Jarrett moved to Austin to tell the story of Mighty Citizen.

December 7, 2022
Wed 1:00 PM EST

Duration 1H 0M

You can access this item by buying entire course

Buy entire course:

Already Registered?
For Technical Support
(888) 705-6002
+1 (858) 201-4136*
*for callers residing outside of the United States