How Your Brand Truth Sets You Apart and Builds Trust

Most firms in Architecture, Engineering, and Construction (AEC) struggle to define what truly makes them different. This session, backed by research with 800 AEC marketers in partnership with the SMPS Foundation, explores why traditional differentiators fall flat and how a clear, authentic Brand Truth builds trust and credibility. Learn how to uncover and articulate your firm’s unique perspective to foster relationships, stand out in a crowded market, and create consistency across marketing, BD, and client interactions—even before the first handshake.

Speakers:
Jerry Gennaria, President and CEO, TOKY
Alex Ray, AEC Practice Lead, Strategy Director, TOKY

About the Speakers:
Jerry Gennaria leverages 30 years of experience in strategy and communications to help professional service firms more effectively tell their story, build a stronger business, and reach their full potential. Gennaria leads TOKY, a branding and strategy firm, serving organizations in the Built Environment (AEC) and is the author of the upcoming book Branding from Within and host of The Intangible Brand podcast. His pragmatic approach delivers actionable insights and frameworks to help marketers and business leaders move past the tropes to build a stronger brand experience.

Alex Ray is the AEC Practice Lead and a Strategy Director at TOKY. He leads research, strategy, and brand language initiatives, with a primary focus on the built environment. As a writer and a strategist, Ray has spent his career seamlessly moving between the worlds of creative, research, and strategy. He has helped shape the creative and strategic direction of some of the biggest players in AEC, healthcare, life sciences, and consumer technology. Ray’s AEC experience includes leading engagements with AKRF, Master Millwork, HFG Architecture, Champlin EOP, The BR Companies, Pei Cobb Freed, Fry Reglet, HDLA, SLAM Collaborative, and Akridge.