Brand engagement that builds your story

Brand engagement is the attachment of a brand to people. It's hard and soft, both analytical and intuitive, including principles and practices from marketing, advertising and design, communications, social/digital media and organizational change management. Brand engagement makes brand and communications strategies and plans work; what makes them connect with people.

Brands stand out distinctively when they resonate with identified audiences. The strategies -- distinct from all the tactics -- lead to the executions that connect people to brands with stories that resonate across any media or platform, anywhere.

My own brand promise is to build authentic presence that connects with people. A big part of my process is remarkably unproprietary: I listen.

From the results I've generated over the years for leading brands like Kraft, Home Depot, AirMiles, Fairmont and Levi's, I've seen that with so many ways to position a brand, blending trends and behaviour with content and engagement is a great way to develop strategies that are strong enough to endure and evolve.

My blog posts track different aspects of my work. My clients have always crossed a wide range of sectors and for the past three years they've come to include startups in technology as well as social ventures and nonprofits in impact-based work looking to build brands that stick and communications that will move the needle. I'm also working with established small- and medium-sized businesses who are updating their business plans and including brand strategy to build customer engagement and reputation.

Following me on Twitter (@brendavg) brings you to content that's valuable to the people working with me. A filtered collection of quick observations, retweets and posts from experts, it's me in a snapshot on any day.

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