Creating your programs image or message: BRANDING: WHAT MESSAGE IS YOUR PROGRAM SENDING? What’s your programs tradition? Companies spend millions of dollars creating and cultivating their image and developing their brand. What do you do to shape the image of your program and develop your brand? Branding may not be on the agenda of your weekly staff meetings, but it certainly should be. I’ll bet if you go to each of your coaches and ask them what your team’s brand is. No one can clearly articulate it. Chances are, most of you have never thought about creating your brand. Listen ...