From Madison Ave to State St: Adapting branding best practices to serve the public

We’re not in the Mad Men era anymore!  In this session, panelists from the US and Canada explore why it’s time to update the way we think and talk about brands: from a set of logos and taglines to a comprehensive approach that can make your organization’s communications more unique, consistent, and memorable. How can you create a brand that powers your mission and allows you to better serve your constituents?

This practical, hands-on session will include case studies from agencies of different sizes and scales and get you started on the process of defining your own brand personality and discovering new ways to express it. Presenters will explore how your brand can animate not just public awareness campaigns but also your processes, tools, events, staff engagement, and more. Attendees will leave with actionable insights on how to start prioritizing and investing in your brand – regardless of your organization’s size and resources.

This session isn’t just for communications pros: executive leaders, board members, compliance and training staff, HR specialists, and anyone who interfaces with your stakeholders (internal and external, individually or in a group setting) can benefit from better understanding how to make brand principles work for them.