Title Financial Corporation

Angela Burch is Corporate Brand and Marketing Manager at Title Financial Corporation, where she has spent 13 years developing a unified brand identity across its three-state operations. With a background in advertising and public relations, her approach to branding centers on the principle that understanding the story behind an organization is the foundation for communicating what it represents.

Finding My Direction in Marketing.

After my husband's passing, I returned to school to earn my bachelor’s degree in advertising and public relations while raising two children. Determined to gain practical experience beyond the classroom, I participated in real-client advertising projects, national advertising competitions, and internships. These experiences gave me valuable knowledge, shaped my professional interests, and guided me toward a successful career in marketing.

When I landed my first marketing job, the company had yet to establish a cohesive branding and marketing plan and wasn’t sure what my role would entail, since it was so different from anything they had done before. This allowed me to build a brand identity from the ground up, creating clear brand and marketing standards where none had existed. Over time, that work has turned a fragmented presence into a consistent, recognizable brand. It’s safe to say that the brand and I grew together.

Giving the Brand a Shared Identity

Every brand starts with its story. Its history. The company's history and story became the foundation for developing the brand's identity. To create a meaningful connection, start by asking key questions: What makes this company unique? What makes it different from its competitors? Why should customers choose us?

Answering these questions helped define a clear market position. By aligning the company’s story with a consistent identity, we created a strong brand presence that increased awareness, built trust, and gave both customers and employees a shared sense of who we are.

Building Consistency from Within

Creating a cohesive brand identity was only the first step. Sustaining it required employees to become brand ambassadors by understanding our brand identity and message, then carrying that consistently to customers. In a large organization, it's easy to lose sight of these important attributes, but it’s key to keep that message from becoming convoluted. Sharing your brand and marketing standards quarterly can help maintain your advertising and marketing goals as well as team morale.

“A consistent message to customers begins with employees who understand the brand they represent.”

Scripting has also helped communicate the brand vision to employees and stakeholders. It ensures everyone uses the same message, reflecting a unified identity. These efforts also reflect a principle that continues to guide my approach. A consistent message to customers begins with employees who understand the brand they represent.

Keeping the Human Touch in Marketing

Technology has expanded what marketing teams can accomplish, with tools available for businesses of different sizes. The challenge is selecting platforms that suit a team's needs and budget. AI is among the technologies reshaping that work. While it raises questions and concerns about how marketing roles may evolve, I have found it valuable for completing tasks faster and surfacing ideas our team might not otherwise consider.

Its value, however, depends on judgment. AI can accelerate the work and expand the range of ideas, but not every suggestion fits the identity you may have spent years building. The human touch is recognizing that difference and ensuring efficiency never comes at the expense of a brand’s distinct voice.

What I Tell the Next Generation

My advice to aspiring marketing professionals is simple. Go for it. I have always loved how marketing continues to evolve, bringing something new to my work every day. What I find most fulfilling about my profession is developing a brand identity from the ground up into a recognizable message. Watching that message come to life and seeing it in action continues to make this profession rewarding.