Project Description
Jerry is a branding and strategy expert helping professional service firms discover their true differentiation—or Brand Truth. As President of TOKY, a brand experience consultancy specializing in the Built Environment (AEC), he brings 30 years of expertise in strategy and communications.
Jerry is the author of Branding from Within: Finding Your Brand Truth and Making it Stick and co-host of the Intangible Brand podcast. His pragmatic approach delivers actionable insights and frameworks that help marketers move past clichés to create authentic, differentiated brand experiences.
TOPIC: Finding your Brand Truth and Making it Stick
How Your Brand Truth Sets You Apart and Builds Trust
Most A/E/C firms struggle to define what truly makes them different. This session, backed by research with 800 A/E/C 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.
3 Audience Takeaways
Recognize the limitations of common A/E/C differentiators and assess whether their firm’s messaging relies on overused industry tropes.
Articulate their firm’s unique Brand Truth in a way that fosters differentiation, builds trust, and strengthens client relationships.
Apply a framework to align their firm’s branding, marketing, and business development efforts around a consistent and credible Brand Truth.
Reviews for Jerry
“Jerry spoke twice for my Agency Rainmaker Forum at UC San Diego. He made the audience think, feel noble for what they do, and even laugh. Jerry has a warm speaking style and a great, dry wit. He was one of the most magnetic speakers at our conference, and I look forward to booking him again. He gets my highest recommendation.”
“Jerry Gennaria is a captivating and expert presenter who loves to share his knowledge and facilitate thoughtful discussions. He connects with his audience through insightful observations, relevant stories, and a clear passion for the A/E/C industry. The real secret to his engaging presentations is his ability to straddle the line of marketing/branding/strategy expert, while still maintaining a birds-eye perspective of the entire industry.”
“Jerry’s presentation on Brand Truths at the 2025 SMPS MKT+BD Palooza was both insightful and impactful. His message served as a powerful reminder to focus on the unique value we bring to our clients and how to effectively communicate that through our marketing strategies. His expertise and engaging style made for a compelling discussion that left us with actionable takeaways. Beyond his presentation, Jerry was a pleasure to work with—responsive, collaborative, and genuinely invested in making the event a success. The SMPS Indiana Chapter truly appreciates his time and insights!”
