Your brand identity is your unique claim of distinction. Therefore, you and your entire team must have clarity on how you want to present it to your target market for it to be truly meaningful and impactful. Eric Anderton chats with Tim Leon, President of Geile/Leon Marketing Communications, about the many things to consider when establishing and maintaining a consistent brand identity. Tim explains how to effectively communicate brand positioning and promise to both clients and employees, making it relevant and relatable. He talks about holding branding sessions to constantly improve your messaging and sales strategies. Tim also tackles the nine triggering events that signal a need for a complete rebranding to avoid getting left behind by your competitors.