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Duration 23:37
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Importance of Clear Brand Strategy to Compete Today

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Hillary Law
Executive Vice President & Chief Experience Officer at JSC Federal Credit Union
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Importance of Clear Brand Strategy to Compete Today
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About the talk

Brand strategy is one of the first steps towards CX. Explore the components of branding to better your customer experience. Gain actionable insights on:

  • Developing your supporting brand pillars

  • Modern core values that elevate your brand

  • Bringing audiences along on the change

Drive your customer experience by right brand strategy

00:00 Intro

00:20 Hillary Law

01:20 Building a Brand

02:36 Path to recognizing

04:39 Brand Strategy

06:18 Development Process

10:45 Purpose

11:52 Vision & Values

13:20 Audience & Market

14:05 Main Goals

15:16 Personality

17:10 Changing

18:48 Q&A

About speaker

Hillary Law
Executive Vice President & Chief Experience Officer at JSC Federal Credit Union

I love building an organization around a meaningful purpose and goals. I'm an evangelist for great culture and employee experience, because I truly believe that the customer experience can be no greater than the employee experience. Through a focus on a great brand, competitive products, and seamless experiences, I aim to elevate the consumer experience to support an enduring organization.

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Alright, welcome back up. Next. We have a speaker Hillary law with a presentation on brand strategy the importance of a clear brand strategy to compete. Today. Please welcome Hillary law, Executive Vice President and chief experience officer or JSC Federal Credit Union. It's all yours Hillary. Thank you Sean. I'm so grateful to be here today. I'm going to share some insights with you about brand strategy of creation process that my team. And I have worked on in the past year-and-a-half and

also discuss some important strategies, to be sure you're bringing all stakeholders along with you on a major initiative like this. I found this illustration really relevant, as you all know, there are lots of people talking about marketing strategies and growth hacks and quick ways. They say you can deliver results. Sounds great, right? The, why is the build a brand food much less approachable? We've all read the articles about the importance of brand and customer experience. Working hand-in-hand. The brand is about making a promise. The

customer experience is about keeping that promise and not seen in every connection every interaction. Grim experience is a long-term strategy and it involves over a long. Of time and is purposely built to tell a company story to their consumers. To bring the organization's purpose to life in a compelling narrative. The process of developing a narrative that's grounded in the organization's history and modernized to compete. In today's environment, takes strong commitment and advocacy, especially from the board, and the CEO. On

the other hand, customer experience, without partnering with brand experience. Can seem alluring you sometimes see this. When there are some

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February 10 - 11, 2021
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