Welcome to “Brand Champions,” where we dive deep into the art and science of building unforgettable brands. Join us on Advertising Champions TV as branding gurus share their secrets to creating brand loyalty and driving impact. Discover the strategies behind iconic brand stories and learn how to stand out in a competitive marketplace. Today our hosts, Morgan Yonge spoke with Gal Borenstein.
Gal Borenstein
CEO at Borenstein Group
Website Address: https://www.BorensteinGroup.com
Short company description:
The Borenstein Group is a Washington, D.C.–based B2B and B2G marketing agency with deep expertise in branding, PR, and digital strategy for technology innovators and government contractors. Since 1995, it has specialized in helping defense, aerospace, cybersecurity, and professional services firms build trusted brands that win contracts and drive growth. Its proven methodology combines market strategy with measurable results, positioning it as a leading partner for companies competing in complex government and enterprise markets.
How do you help a brand maintain consistency across multiple channels and platforms?
We help brands maintain consistency across channels by building a unified strategy rooted in clear positioning, messaging, and visual identity. Every campaign element—whether it’s on a website, social media, PR, or sales collateral—flows from the same brand playbook. We use brand guidelines, tone-of-voice frameworks, and content calendars to ensure alignment, and we reinforce that with continuous monitoring and optimization. The result is a brand that speaks with one voice, builds trust, and resonates seamlessly with its audience no matter where they encounter it.
Can you share a rebranding project that taught you valuable lessons about brand identity?
One of our most valuable lessons came from rebranding a defense technology contractor that had long been seen as a small subcontractor rather than a strategic solutions provider. Through stakeholder interviews, competitive analysis, and a refreshed visual and verbal identity, we repositioned the company to highlight mission outcomes rather than just capabilities. The lesson was clear: a successful rebrand is not about a new logo or tagline alone, but about aligning internal culture with external perception so the brand authentically delivers on its promise across every touchpoint. That experience reinforced the importance of branding as both a business strategy and a trust-building exercise.
What strategies do you use to build and maintain brand loyalty in a competitive market?
We build brand loyalty by making every customer interaction reinforce trust and value. First, we define a clear brand promise and ensure it is consistently delivered across products, service, and communications. Second, we use data to personalize engagement, showing customers that the brand understands their needs. Third, we create content and experiences that invite participation, so audiences feel like part of a community rather than just buyers. Finally, we measure sentiment and feedback in real time, allowing us to adapt quickly and keep loyalty strong even in a competitive market.
What’s your approach to navigating a brand crisis and rebuilding trust with audiences?
When a brand faces a crisis, the first step is to acknowledge the issue quickly and transparently. We work with leadership to establish a clear, fact-based narrative, then communicate consistently across all channels to avoid mixed messages. At the same time, we evaluate brand trust metrics internally and externally to understand how audience confidence is shifting, and we use those insights to devise targeted strategies for recovery. We listen actively to stakeholders, address concerns directly, and show the tangible steps being taken to correct the problem. Once stability is restored, we help the brand rebuild trust by aligning actions with promises, reinforcing core values, and highlighting proof points that demonstrate change. The goal is not only to recover reputation but to emerge stronger, with deeper credibility.
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