This episode of The Business Conversation Podcast features Ryan Truax, Director of Marketing at Sportsdigita. Ryan gives an in-depth look at the intricacies of branding, and how the brand is an investment for organizations, not just a marketing tool. Ryan emphasizes the need to clearly define and understand the “WHY” of the organization in its branding efforts. This way, companies can clearly define its position and differentiate itself from the competition. Ryan believes that a brand must resonate first with the organization and its different departments first before it can help reach prospects and customers. If any element in the brand falls in the company level, then customers are bound to feel the disconnect. Branding should empower the organization and its members should be its ambassadors.