The Voice of the Brand: Why Women Are Key to Building Trust - Amber Farley, Executive Vice President, Brand Development
In a world where trust is the true currency of banking, brand is everything — and women are uniquely positioned to shape it. Whether you're leading a team, serving customers, or representing your bank in the community, you are the voice of the brand.
This session explores the powerful role women play in building brand trust — both for their institutions and for themselves. Drawing on real-life examples from bank rebrands and branding strategy work across the country, we’ll uncover how qualities often attributed to women — empathy, intuition, consistency, and authenticity — are not only leadership strengths but brand-building superpowers.
We’ll also explore how women can lift each other up — advocating for one another’s voices, celebrating each other’s strengths, and creating a culture of support that strengthens both personal and institutional brands.
You'll leave this session with a deeper understanding of:
- What makes a bank brand truly trustworthy and relatable today
- How women across all roles can embody and influence the brand every day
- Why your personal brand matters — and how to develop it with clarity and confidence
- The importance of championing one another to build trust, amplify impact, and lead with purpose
Whether you're in marketing, management, operations, or lending, this session will help you see yourself as more than your title — you are a brand ambassador, a culture shaper, a trust builder, and a champion for others.
Amplifying Your Voice – A Discussion on Speaking Up and Standing Out - Lisa Arnold, President & CEO of Home Bank, Sherry Coley, Managing Partner Northeast Wisconsin Region, Amundsen Davis, LLC, Asha Cermak, Attorney at Amundsen Davis, LLC (moderator)
A candid discussion about the personal and professional milestones of two successful leaders, this session will offer an open dialogue about the strategies for making an impact, being heard, and growing professionally in male-dominated industries. Through a series of thoughtful questions, our speakers will share their experiences navigating career advancement, mentorship, leadership challenges, motivating team members to perform at their highest level, addressing tough topics, holding people accountable, and the evolving landscape of financial services in the digital era. This session will be told through a dynamic conversation moderated by a young professional early in her career, asking questions centered around using your voice to advocate and collaborate within your organization and community. Attendees will hear honest reflections and practical advice, while taking away key insights on overcoming challenges and seizing opportunities as a woman in banking.
The Woman in the Arena - Kate Maxwell, Speaker and Change Agent
It takes courage to lead, to be different, and to show up as an agent of change, particularly in the face of naysayers. It is bravery and authenticity – not fearlessness – that is our superpower. This talk explores what it means to be that Woman in the Arena who strives, who struggles, who keeps showing up, and who never loses track of who she is and what she stands for.
The Im'Perfect Leader - Mitch Issacs, Executive Director, Shafer Leadership Academy
In a world where we are expected to do everything, it can sometimes feel like we accomplish nothing. Inspired by Tal Ben-Shahar’s The Pursuit of Perfect, this session explores the value of mistakes, the unattainable allure of perfectionism, and how embracing optimalism can lead to greater fulfillment.
Learning Objectives:
- Understand the role of mistakes in personal and professional development.
- Differentiate between optimalism and perfectionism.
- Learn from notable figures who succeeded despite failures.
- Recognize the role of risk in achieving meaningful success.