Summary:Your brand is your promise. It's how you signal to stakeholders who you are and what you stand for. With so much on the line, it's no wonder that a messy brand can have a huge impact on your business.Joining me for this installment of ICR Industry Reports, the mini-series where we profile some of the industry leaders within ICR, is Kyle Kostesich. Kyle is the Executive Creative Director for ICR's Branding + Creative practice, having spent the last 15 years leading ICR's creative teams in the areas of branding, marketing, digital media, web design, and more. Coming from a diverse creative background, Kyle has worked with clients across numerous sectors, developing successful campaigns for luxury brands, like The Ritz-Carlton, global financial giants, like Mirae Asset, well-known consumer names, like Planet Fitness, and healthcare industry titans, like Pfizer.In this episode, I speak with Kyle about the elements of a strong branding strategy, how the Branding + Creative practice adds value for ICR clients, and the long-term benefits of creating a great brand, both internally and externally. Highlights:Kyle's career path: from graphic designer to ICR (02:32)Kyle describes the characteristics of an untidy brand (05:43)How a great brand can differentiate your company (07:52)How companies should be thinking about keeping their websites fresh (11:55)How Kyle works with management teams to form alignment on branding decisions (16:41)Links:ICR TwitterICR LinkedInICR WebsiteKyle Kostesich LinkedInKyle Kostesich WebsiteKyle Kostesich BioFeedback:If you have questions about the show, or have a topic in mind you'd like discussed in future episodes, email our producer, elizabeth@lowerstreet.co.