Session Title: It Isn’t What You Do, It’s How You Do It: Your Company Culture and Your Brand
Lunch will be provided during this session.
The popular understanding of a “brand” tends to identify a company with its package design or advertising. In fact, a brand consists of much more. Ultimately, it is an idea in the customer’s mind and is the product of each and every interaction with - or perception of - an organization. This session will make the case that brand identity is highly influenced by the culture promulgated by the founding team, and that the values established early in a company’s life have long-term repercussions for the company brand. Organizations that value customer- and people-centricity from the start will often emphasize action and measures such as customer calling campaigns, NPS (net promoter score), and employee engagement programs. This presentation will demonstrate how these values and their manifestations can greatly enhance perceptions of an organization.
