?A brand is not just a decorative asset; it directly impacts a company?s business.?

Branding is no longer solely a marketing tool; it has become a strategic asset that directly impacts business. In this context, Tamara Navarrete, founder of Your Brand Value, will address these key points in a talk at the upcoming FBT&Events Network, to be held on April 27 at The 19th Hole Barcelona, where she will analyze how corporate and personal branding influence sales, positioning, and decision-making.

Why should a brand matter to an executive today beyond just marketing?
Because a brand is not just about communication: it is about trust, perception, and the ability to influence a decision. It affects how a company sells, at what price it can do so, what credibility it conveys, and what position it occupies in the minds of the market. That is why it no longer belongs solely to the marketing department: it directly impacts business, growth, and competitive advantage.

What is the most common mistake companies make with their brand?
Reducing it to the visible: a logo, a website, or a visual identity. A brand isn?t just about how you look, but what you evoke in others when they mention you, compare you, or evaluate you. And that?s where many companies fall short: they invest in communication, but they don?t work deeply enough on their positioning, their differentiation, or the consistency between what they say and what they actually project.

Can a brand?s value really be measured?
Yes, and with increasing precision. Just as a company measures its revenue, profitability, or operational efficiency, it can also analyze the value it is building or losing through its brand. Today, it is possible to combine financial, digital, competitive, and reputational indicators to gain a much clearer picture of its strength, potential, and real impact on the business.

¿And what role does the personal brand of executives play?
A much more significant role than many companies still recognize. Today, an executive not only leads from within: they also project confidence, vision, and credibility outward. Their personal brand can reinforce the company?s reputation, open up opportunities, generate authority, and accelerate business relationships. But if it is poorly managed or disconnected from the corporate brand, it can also create noise, inconsistency, or even reputational risk.

What will the audience take away from your presentation at Forum Business Travel?
Above all, a very clear idea: a brand is not a decorative intangible or a secondary issue. It is a real asset that is already affecting the way a company grows, negotiates, and positions itself. The goal is for the audience to leave with a more strategic perspective on this area and with the conviction that, when a brand is better understood, better decisions are also made.