BCW Panelists Discuss Branding, Marketing & Social Media Mastery

On Wednesday, the BCW Tompkins Community Bank Power Breakfast brought together a dynamic panel of communications professionals for an expert-led session on crafting messages that resonate and inspire action.

“From Story to Strategy—Branding, Marketing & Social Media Mastery” explored how organizations can build powerful brands and compelling narratives in an increasingly digital marketplace. The five panelists were Lauren Alperin, Partnerships Sales Manager, New York Family Media; Daniel Sieger, Chief Storyteller, Stories for Good; Matt Sullivan, Executive Director, LMC Media; Kevin Bruckner, Owner & Creative Director, BRUCK STUDIOS; Jennefer Witter, CEO & Founder, The Boreland Group Inc.

The panel touched on actionable tactics, including auditing company perceptions, leveraging collaborations on social media, setting a consistent content cadence, and applying AI for efficiency—always with an eye toward preserving authenticity and purpose. The lively discussion underscored a collective message: successful branding demands clarity, consistency, and deliberate storytelling at every touchpoint.

Moderator Amanda DePalma, the BCW’s Senior Vice President of Events & Development, began the discussion by asking the panelists how organizations can reveal their true stories.

Sieger said that leaders should listen to employees and customers.

“Very often, organizations think that the company’s leaders, the executive team, are the owners of the story, and they certainly are very close to it…but you have to take a broader approach,” said Sieger.

Alperin emphasized the importance of intention and authenticity on digital channels.

“You have to know your audience, know what you want to say and when you want to say it…The one thing I would say is, be true to who you are,” said Alperin, underscoring the ongoing necessity for consistency in brand messaging.

Sullivan noted the importance of studying metrics to determine which messages are working.

“Make sure that you are testing things out and understanding how many likes you are getting, how much engagement, how many comments,” said Sullivan, who also urged business leaders to go offline for feedback. “Word of mouth also goes a huge way. Check in with your customers and with your staff to make sure that people are receiving the message and it is being heard.”

Bruckner emphasized focused storytelling.

“Being intentional about the content that you’re creating is really important,” said Bruckner. “Define who it is that you are, who it is that you serve, and tell stories around that, as opposed to just posting random photos to stay active,” said Bruckner.

Witter offered candid wisdom on the self-reflective reality checks needed for effective branding.

“You have to make sure that the perception meets the reality. Because if you’re going out there telling your story, telling your brand, and it’s not aligning with what people are thinking, then you’re going to have to take a step back, and you may lose opportunities,” Witter warned.