4:30-5:30 p.m

66-I. Building Your Organization’s Brand from the Inside Out

Building a strong brand involves more than designing a logo and developing a catchy tagline. It's also about creating an authentic emotional connection between your organization and its consumers, team members, and stakeholders. This session will show you how to cultivate your brand from within by engaging team members at all levels in defining and communicating your organization's core values. Presenters will share a cross-departmental game plan for connecting team members to your organization's vision and implementing an intentional workplace culture that unites everyone around a shared mission. You'll take home a framework for ongoing storytelling that links team members to your brand and keeps them engaged through newsletters, events, and branded merchandise.

• Kristen Crawford, Branding and Communications Director, GSI — Bellevue, WA, USA
• Meredith Bradshaw, VP of Branding and Communications, Transforming Age — Bellevue, WA, US