Brand-Based Culture: Your Real Competitive Advantage

April 25, 2019
11:30 AM EDT - 1:15 PM EDT

Timmons Group
1001 Boulders Parkway, Suite 300
Richmond, VA 23225
Venue website

Culture has gotten a lot of play lately – and deservedly so, as we all are beginning to recognize its vital role in any transformative change within organizations.

The benefits of having a strong culture extend far beyond the increased effectiveness of employee recruitment programs or reduced costs of employee turnover. Engaged employees translate into increased motivation and productivity, higher quality of work and better customer experience – just to name a few.

But creating and sustaining great corporate cultures is not easy. It requires an intentional, disciplined and ongoing effort to master the alignment of business strategy, brand and employee experience. For some firms this will require a significant behavioral and operational shift – breaking down internal silos, improving employee engagement and investing in more effective systems and processes for collecting employee feedback.

It will require changing the view of brands as collections of logos, taglines and websites. And looking at your firm’s brand as a strategic platform that guides and aligns everything you do. It will require a better understanding of your ideal employee persona and creating an employee experience that’s authentic and relevant. To compete and win in the decade ahead, A/E/C firms must find new ways to attract, engage and retain the next generation of empowered employees. Employees who are guided by a single motivation: what’s in it for me?

In professional services, we are only as good as our people. Isn’t it time we rethink the role of a distinct, engaging, on-brand culture in gaining a sustained competitive advantage in the 21st-century fast-changing marketplace?

Presented by:

Ida Cheinman, Principal and Creative Director at Substance151

Ida uses her 20+ years of experience as a brand strategist, designer, marketer and educator to help business leaders and marketing professionals make sense of trends, tools and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.

Ida is a recognized thought leader and sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. She has presented at conferences nationwide and is a frequent contributor to industry blogs and publications, including SMPS Marketer.

11:30 am-12:00 pm Registration & Networking
12:00 pm-1:15 pm Lunch and Program
Lunch will be provided

Ample, free parking is available

6 Information, Resource, and Organizational Management


Registration Policy
Payment is accepted online, at the door, or mailed in advance to:
SMPS Virginia Chapter Treasurer, Betsy Loeb, 7900 Hampton Meadows Cove, Chesterfield, VA 23832

Service Charge
If payment is not received by the start of the program, parties will be invoiced for payment of registration fee plus a $10.00 service charge to cover billing and processing.

Cancellation Policy
Cancellations may be made in writing up to 48 hours in advance for a full refund. No-shows and cancellations made less than 48 hours in advance are responsible for the full cost of registration. No-shows and cancellations made less than 48 hours in advance who registered using the “pay at the door” feature are responsible for the full cost of registration plus a $10 service charge and will be billed accordingly.



$30.00 Member Ticket

$50.00 Non-Member Ticket