Michelle Rosemond

Director of Brand & Marketing Communications, REAch2 Academy Trust

Michelle Rosemond is the Director of Brand and Marketing Communications at REAch2 Academy Trust, England’s largest primary-only academy trust. Her role spans pupil recruitment, teacher and trainee attraction, and internal and external communications, all underpinned by a trust-wide brand strategy designed to build pride, belonging, and purpose across more than 60 schools. Before moving into a central leadership role, Michelle spent over 15 years working in education, including 10 years in senior leadership. Before training to become a teacher, Michelle has a background in journalism, PR, and strategic communications. She is an advocate for values-led branding and storytelling, and believes in the power of authentic, emotionally resonant communications to foster connection, culture, and clarity across complex organisations.

10:20

1 Main programme

Not just what we say: How brand holds people in uncertainty

When change hits, information isn’t enough, people need something to hold on to. At REAch2, brand isn’t just visual identity, it’s emotional infrastructure. Michelle Rosemond, Director of Brand & Marketing Communications, explores how brand, built on purpose and lived values, can become a stabiliser in times of pressure. This session will show how trust, tone, and belonging can turn brand from a broadcast tool into a cultural anchor, a way to create clarity, belonging, and connection for our people. From trust-building communication rhythms to values-led messaging and internal storytelling, this session will offer practical insights into how leaders and comms professionals can shape brand as a cultural anchor, one that helps people orient themselves during change.