In this episode of CEO 2 CEO, I had the opportunity to talk with Bob Freytag, the CEO of Introworks, about branding.  When people use the term ‘branding’, I think of the true meaning of what a brand is and how building a truly differentiated brand can be the catalyst in changing your organization.  Brand is about the stories you have created where you have helped customers in a unique way.  It’s not just the product, service, or the social media posts.  It is how you live your brand in every interaction with your stakeholders – employees, customers, vendors – that builds the essence of your brand.

Bob talks about great brands that have three common traits:

✔They are emotional: they appeal on a higher level that compels you. 

✔They are simple: while products and services can be complex, the result they deliver needs to be conveyed with simplicity. 

✔They are remarkable: In the minds of a customer, a brand is different from all the others. 

He takes you through the thinking you can do concerning your brand and how to bring it to life in the eyes and hearts of your customers.

I’ve had the great fortune of experiencing Bob’s work firsthand, and his passion and creativity around the brand are second to none.