On November 6th, 2024, CIM Yorkshire hosted the Brand – Beyond the Logo event in the heart of Leeds. As the organiser, I was delighted to step into my former role as Vice Chair Events to ensure the day ran smoothly. The event was a vibrant exploration of modern branding, diving into themes of trust, adaptability, authenticity, and the ethical use of technology like AI.

With an impressive lineup of industry leaders, attendees gained invaluable perspectives on how to build, sustain, and protect their brands in today’s complex landscape.

Setting the Stage

Chris Daly, CEO of CIM, opened the event with an impactful reminder of marketing’s pivotal role in driving strategic business decisions. He highlighted how marketing goes beyond promoting products—it’s a guiding force for understanding customer needs and fostering sustainable growth. His insights set the tone for the event, framing marketing as a cornerstone of business success.

Building Trust and Emotional Connections

Ed Sutcliffe from MET Marketing shared compelling insights about trust as the bedrock of strong branding. Drawing on the example of Martha Stewart’s content marketing strategy, Ed explained how delivering consistent value builds loyalty.

Meanwhile, Matt Adams of Leeds Rhinos championed the power of storytelling in humanising brands. His take was simple yet profound: customers connect with people, not just logos. By fostering emotional connections, brands can create deeper, more meaningful relationships with their audiences.

Striking a Balance: Consistency and Flexibility

Danielle Lee of Metro Bank offered a fresh perspective on brand consistency. She argued that while uniformity is essential, flexibility is equally important to adapt to diverse channels and circumstances. This adaptability ensures brands stay relevant while remaining true to their core identity.

Adding to the conversation, Lawrence Christensen from M&S revealed how their strategy of incorporating external partnerships has strengthened their brand. His statement, “There is no performance without brand,” underscored the undeniable link between thoughtful brand-building and sustained success.

Safeguarding Brand Integrity

Closing the session, Steve Dobson of The Trademark Helpline stressed the importance of proactive brand protection. With online crises capable of escalating rapidly, vigilance is more important than ever. Steve also addressed the growing role of AI in content creation, balancing its potential benefits with a call for ethical accountability.

A Holistic Approach to Branding

As I reflect on the day, it’s clear that Brand – Beyond the Logo was more than just an event—it was a celebration of branding as a dynamic and multi-faceted practice. The discussions went far beyond aesthetics, focusing instead on ethics, culture, and creating genuine connections.

The overarching message? Successful brands are built on trust, authenticity, and adaptability. They thrive by staying true to their values while embracing innovation and navigating challenges.

Final Thoughts

Organising this event was a privilege, and it reinforced my belief in the power of collaboration and shared insights. Events like this not only equip marketers with the tools they need to excel but also foster a sense of community within the industry.

Brand – Beyond the Logo was a powerful reminder that branding today is about much more than visual identity. It’s about who you are, what you stand for, and how you connect with the world around you. I’m proud to have played a part in bringing this conversation to life and look forward to continuing the dialogue