Changing a look and feel of a brand is one thing. Fundamentally changing an organization though brand is something else altogether. This requires a deep commitment and a disciplined process, and the ability to listen — to stakeholders, to customers, to history, to competitors. The result of these efforts becomes wildly worth the effort when everyone is aligned, brand values and personality are established, and clarity is given to an organization.

Messaging, mediums, conversations, customer experience, customer support, the people you hire… all are components of brand. The greatest brands in the world have a brand presence, an internal culture, and a customer experience that are indistinguishable from one another. There is no confusion in message, because everyone lives and breathes the message every day.

This presentation will discuss the steps, some real life case studies, and a look into what’s holding most organizations back from becoming the brand they were meant to be.