Welcome to “Brand Champions,” where we dive deep into the art and science of building unforgettable brands. Join us on Advertising Champions TV as branding gurus share their secrets to creating brand loyalty and driving impact. Discover the strategies behind iconic brand stories and learn how to stand out in a competitive marketplace. Today, our host, Janine Hogan, spoke with Leslie Marquez.
Leslie Marquez
Director of Marketing and Communications at Arizona Technology Council
Website Address: https://aztechcouncil.org
Short company description:
As Arizona’s premier networking and trade association for science and technology companies, the Arizona Technology Council is the driving force behind making the Grand Canyon State the fastest-growing technology hub in the nation, connecting and empowering Arizona’s community of innovation.
More than 750 of Arizona’s most cutting-edge technology companies are members of the Council, ranging in size from early-stage startups to larger corporations that are household names. To support their growth, the Council hosts approximately 100 virtual and in-person events, educational forums and conferences annually focused on topics like cybersecurity, med-tech, artificial intelligence and far more that convene industry movers and shakers.
What differentiates you from the competition?
Unlike organizations focused on a single industry or audience, the Council brings together businesses of all sizes, industry leaders, policymakers, educators and innovators across Arizona’s technology ecosystem.
How do you help a brand maintain consistency across multiple channels and platforms?
I believe brand consistency starts with a clear understanding of who you are, who you’re speaking to and what you want people to feel when they interact with your organization. It’s about much more than using the same logo, colors or fonts. It’s about creating a recognizable voice, personality and experience across every touchpoint. At the Arizona Technology Council, we’re communicating with a wide range of audiences, from startups and established technology companies to policymakers, educators and community partners. Each platform requires a different approach, but the underlying message and brand identity should always feel connected. I focus on establishing consistent messaging, maintaining visual standards and adapting content to fit each channel without losing the organization’s voice. Ultimately, consistency doesn’t mean every piece of content looks or sounds identical. It means that no matter where someone encounters your brand, they recognize who you are, what you stand for and the value you bring.
Can you share a rebranding project that taught you valuable lessons about brand identity?
One of the most valuable lessons I’ve learned about brand identity is that not every new initiative needs an entirely new brand. Sometimes, the greater challenge is creating something distinctive while maintaining a clear connection to an established organization. At the Arizona Technology Council, we’ve introduced new committees, networking groups and programs that serve different audiences and purposes, all under the Council’s larger brand umbrella. Each needs its own identity and personality to resonate with its target audience, but it also needs to reinforce the credibility, recognition and mission of the Council. That experience has strengthened my appreciation for thoughtful brand architecture. It’s a balancing act between giving individual programs enough flexibility to stand out while ensuring they feel like part of a cohesive organization. My biggest takeaway is that a strong brand should be flexible enough to grow without becoming fragmented. You don’t have to reinvent your identity every time your organization evolves. Often, the most effective branding decisions are the ones that build on the equity you’ve already established.
What strategies do you use to build and maintain brand loyalty in a competitive market?
I believe brand loyalty is earned through trust, meaningful relationships and consistently delivering on your promises. A great marketing campaign might get someone’s attention, but their experience with your organization is what determines whether they stay engaged. At the Arizona Technology Council, our brand represents much more than the events, programs and benefits we offer. It represents a community and a shared commitment to advancing Arizona’s technology ecosystem. My approach is to consistently communicate that value, celebrate the successes of our members and create opportunities for people to feel connected to something bigger than themselves. I also believe listening is one of the most underrated branding strategies. Whether through member surveys, event feedback or everyday conversations, understanding what your audience values allows you to evolve while staying relevant. Ultimately, people are loyal to brands that make them feel seen, understood and valued. When your actions consistently reinforce your messaging, loyalty becomes a natural extension of that relationship.
What’s your approach to navigating a brand crisis and rebuilding trust with audiences?
My time with Ballet Arizona during the COVID-19 pandemic taught me a tremendous amount about navigating uncertainty and protecting brand trust. Like so many performing arts organizations, we faced the enormous challenge of reimagining how we could deliver on our mission when traditional live performances were no longer possible. We had to pivot our season, rethink how we connected with audiences and communicate difficult decisions to ticket holders, donors, sponsors and other key stakeholders. It was a reminder that during a crisis, people don’t expect you to have all the answers, but they do expect honesty, empathy and consistent communication. My approach was to focus on transparency, acknowledge the challenges and keep our audiences connected to the organization’s mission. We needed to reinforce that even though the experience might look different, the heart of Ballet Arizona and its commitment to the arts remained unchanged. That experience reinforced something I strongly believe: trust isn’t built through perfectly polished messaging. It’s built through authenticity, accountability and following through on what you say. How a brand shows up during difficult moments often defines its reputation far more than how it performs when everything is going well.
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