What is your name and title, and what does your company do? Kristen Bryan (K), Copywriter, id8. We are a full-service branding agency that helps clients who need clarity and guidance. One sentence BIG IDEA: It’s now crucial for brands to find ways to cultivate relationships without seeing people face to face, and utilizing the corporate brand identity matrix can help brands find the right way to foster these new relationships that align with their brand core. Why is this relevant to marketers? Companies today are required to pivot their business strategies if they want to stay relevant to their consumers (who are also changing their needs and perceptions) and to stay ahead of the curve. Specifically, brands need to take into consideration how their relationships — both internally and externally — have moved to a virtual format, and how their overall corporate identity supports this change. Does the way your company cultivates new relationships align with your brand core — what you stand for and the enduring values that underlie your promise to your customers? Let’s back up a little bit. To first develop a clear, unified corporate identity, many companies around the world have incorporated a tool called the