Branding: It's Your Organization's DNA (Guest: Tim Trull, LAVIDGE)

EPISODE SUMMARY

Learn the importance of branding, how to research your brand, what the logo redesign process entails and why you should invest in your brand. Our guest is Tim Trull, managing director of LAVIDGE. The ASCPA recently worked with LAVIDGE on its rebrand project. You will also hear more about our rebrand process.

EPISODE NOTES

You can reach our guest, Tim Trull at ttrull@LAVIDGE.com. You can learn more about the agency at www.LAVIDGE.com.

Tim Trull oversees strategy and branding at LAVIDGE, providing guidance regarding day-to-day and long-term strategic direction. Along with directing the team, he works with all internal and external constituents to guide overall strategies and direction for clients. Trull has been with LAVIDGE for 15 years and served as managing director for the past 8 years.

His expertise includes creative strategy, branding and agency management. During his career, Trull has owned and operated a strategic consultancy practice, managed small agencies, led creative teams and headed up branding and strategic planning. Notable client engagements include Arizona State University, United Rentals, Dole, Intel, Axon/TASER, Arizona Public Service, The National Basketball Association, Waymo and others.

Trull holds a BA and MBA from Arizona State University, with an emphasis in International Communication from American Graduate School of International Management (Thunderbird).

In This Episode:

1:30 - Importance of branding

3:07 - How to evaluate your brand and conduct research

6:50 - Logo development process

10:50 - Aligning your actions with your brand messaging and logo

13:12 - Why branding is worth the investment

14:33 - Brands that have been successful and those who are struggling

18:12 - Trends in branding

Check out the ASCPA's brand launch video, where we talk more about our brand promise.