Brand-building is important for any company, no matter the size or employee count.<\/p>\n
And Melissa Proctor, executive vice president and chief marketing officer for the NBA\u2019s Atlanta Hawks and State Farm Arena, will be sharing her tips for building an authentic, noteworthy brand as the keynote speaker at ASI Orlando<\/a>, which will be held at the Orange County Convention Center from Jan. 5 to 7, 2026.<\/p>\n<\/p>\n \u201cThe marketplace is changing rapidly,\u201d she says. \u201cYou have to be focused on who your audience is and being authentic toward them specifically. People are craving what\u2019s authentic and what they can connect to in a deeper, more meaningful and more impactful way.\u201d<\/p>\n As the promo industry heads into the new year, Proctor encourages business owners to pay attention to both current events and cultural changes that could impact their brand and how they relate to customers.<\/p>\n \u201cOf course, paying attention to tariffs and figuring out how to be the most efficient with resources and dollars is important,\u201d she says. \u201cBut also, continue to innovate and ask questions. I truly believe what”s going to stand out is the thing that very few people ever expect.\u201d<\/p>\n<\/p>\n Podcast Chapters<\/p>\n 0:40:<\/a> Misconceptions about brand-building Key Takeaways<\/p>\n \u2022 Brand-building fundamentals don\u2019t change with company size. Small, medium and large businesses all need clarity of message and a sharp focus on their target audience.<\/p>\n \u2022 Technology, especially AI, is reshaping how brands stay visible. Businesses of all sizes must understand shifting search behaviors, social algorithms and digital tools to stay relevant.<\/p>\n \u2022 Authenticity is critical in a noisy marketplace. Consumers gravitate toward brands that create meaningful, genuine connections rather than trying to appeal to everyone.<\/p>\n \u2022 Team buy-in starts with clear strategy and communication. Leaders should explain the brand\u2019s \u201cwhy, who and what\u201d so employees can understand and support the vision.<\/p>\n \u2022 A brand book (even a simple one) creates consistency. The tangible guide helps internal teams and external partners articulate the brand clearly and uniformly.<\/p>\n \u2022 Innovation must be continuous, especially heading into 2026. Companies should study shifting audience interests and embrace unexpected ideas to stand out.<\/p>\n \u2022 Look outside your own industry for inspiration. Drawing insights from fashion, music or other cultural spaces can spark creative brand strategies that resonate with your target audience.<\/p>\n Stay Ahead of the Curve<\/p>\n
1:25: <\/a>How to garner attention in a noisy marketplace
3:06: <\/a>Earning buy-in from your team
5:13:<\/a> Brand-building tips for 2026<\/p>\n