Circle of Fellows #86: Brands and Branding

Is your trademark your company’s brand? Your logo? Or is your brand what your customers say about you when you’re not in the room? What’s a brand promise and how do you develop one that everyone can buy into? How do you build the brand internally so every employee projects it externally? What’s the communicator’s role in protecting the brand? And what do you do when your company fails to live up to it?
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The post Circle of Fellows #86: Brands and Branding appeared first on FIR Podcast Network.

Is your trademark your company’s brand? Your logo? Or is your brand what your customers say about you when you’re not in the room? What’s a brand promise and how do you develop one that everyone can buy into? How do you build the brand internally so every employee projects it externally? What’s the communicator’s role in protecting the brand? And what do you do when your company fails to live up to it?

Four IABC Fellows shared their deep experience with brands and branding in the latest “Circle of Fellows” episode, which was broadcast on November 17.

The next episode, a year-end wrap-up, will be streamed live at 11 a.m. ET on Thursday, December 15. Watch for details.

About the panel:

Zora Artis is a leading Alignment, Brand and Communication Strategist. She works with executive and senior leaders to unlock the value in their people, brands, and organizations through alignment with purpose, promise and strategies, and effective communication. She has over three decades of experience in business, brand, marketing, communication, and advertising, working with government, private and non-profit sectors. This includes roles as Group Account Director, Strategy Director, and CEO of integrated marcomms and advertising firms. She now runs her own management consulting practice bringing together strategic alignment, capability training, and brand and communications expertise. Zora holds a Master’s in Marketing and Commerce and is a trained facilitator in alignment, design thinking, and business model generation.

An IABC Fellow and a Fellow of the Australian Marketing Institute, Zora is also a certified company director, strategic communication management professional, and certified practising marketer.  Since joining IABC more than a decade ago, Zora has served as Chair of the Asia Pacific Region, Audit and Risk Committee, 2022 World Conference PAC, and as an IEB director and local chapter president. She was honoured in 2021 and 2015 with the IABC Chair’s Award for Leadership and named 2020 Regional Leader of the Year.  She is an awards judge for the IABC Gold Quill Awards, IAP2 Core Value Awards, the Australian Marketing Institute Awards, and the global Cannes Lions Awards for Effectiveness.

Alice Brink is an internationally recognized communications consultant. Her firm, A Brink & Co., works with businesses and non-profits to clarify their messages and communicate them in ways that change people’s minds. Her clients have included Shell Oil Company, Sysco Foods, and Noble Energy. Prior to launching A Brink & Co. in Houston in 2004, Alice honed her craft both in corporate settings (including The Coca-Cola Company, Conoco, and First Interstate Bank) and in one of Texas’ largest public relations firms, where she led the agency’s energy and financial practices.  Alice has been active in IABC for more than 30 years, including serving as chapter president, district director, and Gold Quill chair. She is the vice-chair of the IABC Academy.

Sue Heuman, ABC, MC, IABC Fellow, based in Edmonton Canada, is an award-winning, accredited authority on organizational communications with more than 40 years of experience. Since co-founding Focus Communications in 2002, Sue has worked with clients to define, understand and achieve their communications objectives. Sue is a much sought-after executive advisor, focused on leading communication audits and strategies for clients in all three sectors. Much of her practice involves a strategic review of the communications function within an organization, analyzing channels and audiences. She creates strategic communication plans and provides expertise to enable their execution. Sue has been a member of the International Association of Business Communicators (IABC) since 1984, which enables her to both stay current with, and contribute to, communications practices. In 2016, Sue received the prestigious Rae Hamlin Award from IABC in recognition of her work to promote Global Standards for communication. She was also named 2016 IABC Edmonton Chapter Communicator of the Year. In 2018, IABC named Sue a Master Communicator, the Association’s highest honor in Canada. Sue earned the IABC Fellow designation in 2022. She is the pas chair of IABC’s largest region, Canada West.

Mark Schumann, PCC, ABC, IABC Fellow is a certified executive coach who teaches in the NYU Master’s program in executive coaching and organizational consulting. He is the co-author of Brand from the Inside and Brand for Talent. Mark has served as VP Culture for Sabre, Director of Graduate Communication Studies at the Zicklin School of Business at Baruch College in New York City, and as a managing principal and global communication practice leader at Towers Perrin. He was IABC’s chair in 2009-2010 and is the winner of 17 Gold Quill awards.

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