Brand Engagement 4.0: The Era of Human Connections

March 14, 2018
11:30 AM EDT - 1:00 PM EDT

1840 West Broad Street, Suite 400
Richmond, VA 23220
Venue website

We’ve all heard this a million times: companies don’t do business with companies – people do business with people. What's more, we all want to do business with people we like and trust. 

Business relationships are not that different from any other human relationship – they require trust, mutual likability and a lot of work. And while the era of martini lunches is far behind us, the primary focus of today's professional services marketing remains the same – engaging and connecting with customers and maintaining meaningful relationships between opportunities and for the long haul.

Branding with humans in mind is critical to cultivating internal and external brand champions, giving all stakeholders the vision, structure, and motivation to turn a brand into action. It’s the essential ingredient in creating engaging, trusted brands that everyone wants to work with and to work for.

How can A/E/C firms better engage their audiences and ensure they stay engaged – evolving from prospects to loyal, lifelong customers and the firm’s most outspoken advocates?

As a marketing leader, you can’t always control human behavior, but you can consider how your marketing communications (the expressions of your brand’s personality and its behavior) affect the “likability” of your brand – and your firm. Furthermore, your brand can be used to successfully recruit, engage, and retain top talent. A well-defined brand plays a significant role in attracting – and keeping – talented staff.

The program will examine the most effective marketing strategies and techniques for humanizing professional services brands that result in customer loyalty, brand recognition and more exciting “ideal” projects coming through the door.

Using industry examples, Ida Cheinman will share H2H success stories and best practices for establishing trust and creating brand advocates within and outside of A/E/C firms.

Ida Cheinman Bio

Ida Cheinman is the founding principal and creative director of the strategic brand communications firm Substance151 and past president of SMPS Maryland. She has over 20 years of professional services branding and marketing experience, specializing in brand strategy and design across print and digital. With a niche focus on the A/E/C industry, her work has earned multiple awards and industry recognition both nationally and internationally.


$25.00 Member

$50.00 Non-member