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Lead With Your Brand™️ Lab: Branding Your ERG /BRG To Drive Value

  • Gaylord National Resort & Convention Center 201 Waterfront Street Oxon Hill, MD, 20745 United States (map)

Apple, Starbucks, & Nike. The LGBT community loves brands! Lead With Your Brand!™ is specially designed for steering committees to build winning, super-premium, brands for their ERG/BRG using a real marketer’s toolkit. In this interactive workshop, learn from personal branding guru and inclusion thought leader Jayzen Patria how to use a brand marketer’s toolkit to build your own winning brand for your ERG/BRG and your key initiatives/programs. Build an Audience Segmentation plan to identify who and how you want to “super-serve” key stakeholders. Identify Brand Attributes that describe how you want people to feel when they’ve participated in an event or initiative. Craft a Brand Foundation that serves as the DNA of what you do by identifying core beliefs, promise and a positioning statement. Finally, create your Brand Filter that serves as your packaging guidelines that all members can follow for on-Brand decision-making and project execution. By the end, you’ll be declaring, “Our ERG is NOT coffee! We are Starbucks!”