004 | How ATB Financial is building a cult brand with Carol Shmygol,
Head of Marketing and Brand for ATB Financial
Why you’ve got to listen to this episode:
In this episode Carol describes ATB’s journey in defining and implementing their brand. This is not an easy task but it can particularly hard when you have over 5,000 staff and 300 locations across the province.
Carol talks about the vital role leadership plays, not only in understanding the value of defining their brand but in setting the tone on how to live their brand in everything they do. This is the commitment needed to truly bring your brand to life. Perhaps the most remarkable aspect of ATB’s story is exactly their commitment in living their brand. This is where many organizations fail. Powerful brands, are a genuine reflection of the organization’s purpose and mission and the entire organization is fully committed to that brand. ATB is a beautiful example of how to achieve this level of commitment and to truly live by your brand.
Even if you’re not an organization with thousands of staff and multiple locations, this episode is full of great advice an organization of any size can use right away to start or continue with their brand implementation. The implementation phase tends to be where great brands go to die. You can have the best brand in the world, but if you can’t bring it to life it will never work for you.
This episode will walk you through how to define your brand, bring all internally along and truly engage everyone in bringing the brand to life every time and in every way.
Key takeaways from this episode:
- The important role leadership can take in setting the tone and ensuring living your brand is not optional.
- How to develop a brand that is a genuine reflection of your “why” statement, or purpose.
- The importance of ensuring every single person in the organization understands the role they play in living the brand.
Links to resources mentioned in this episode
- ATB Financial
- Carol Shmygol
- Simon Sinek
- ATB’s story. The 94 words they live by
- Peggy Garritty
This episode includes a downloadable .pdf with key steps to define and implement your brand. Defining your brand is vital but equally important, and perhaps even harder, is how to bring it to life. How to ensure your staff understands the importance of the brand and knows exactly how to bring it to life.
Your brand is your most effective tool to inspire and attract internal and external audiences but you have to define it and you have to always express it, in everything you do and say. These .pdf will help walk you through the key steps to define and bring your brand to life.
Thanks for listening
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