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The Forum on Architecture + Design: Brand-Based Culture

Brand Based Culture

Brand-Based Culture: Using Your Brand to Win Top Talent

Ida Cheinman will be presenting at the Forum on Architecture + Design on the role of a strong brand in winning the war for top talent.

Most firms by now recognize that having a strong and differentiating brand enables them to stand out among the sea of competitors all vying for the same customers. What they often neglect to consider is the critical role that a well-defined brand plays in winning an equally competitive crusade – the battle to attract and keep exceptional talent.

It’s an expensive mistake – and the hiring and turnover costs are only the beginning. Engaged internal teams are essential to your firm’s ability to deliver on its brand promise and to the overall success of your brand and customer experience. There are staggering statistics about employee disengagement at work – 67% of employees are either not engaged or actively disengaged.

Sadly, in most firms, employee engagement efforts boil down to one of two things:

  • HR-sponsored team building, performance and compliance activities, or
  • Over-abundance of perks and not much else.

Neither one is likely to improve your employee engagement statistics. What will improve employee engagement, though, is creating a distinct, brand-based culture. Today’s workforce is very selective about where they work. The most talented professionals seek out firms that strive to have positive impact on the world around them, hold non-negotiable values, and offer distinct cultures.

In this session, attendees will learn the most effective strategies and tools for developing a brand with the goal to attract, engage, develop and retain an exceptional team – and doing so in authentic, relevant, and meaningful ways.


The Forum on Architecture + Design is focused on curating multidisciplinary educational content for designers, civic leaders, product manufacturers, technology providers, and real estate developers – all the industries that contribute to shaping our built environment.

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