Branding: Creating and Managing Corporate Brand

Overview:
Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to. This two-day course will get you started on the road to creating a perfect brand.

What Will Students Learn?:

Define what a brand is and what branding is about
Define various types of brand architecture and brand extension
Identify your brand’s products, its features, and their values
Write a mission, vision, and style statement for a brand
Describe the basics of positioning a brand
Understand the basics of creating a visual identity, including a brand name, slogan, and logo
Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints
Effectively plan an internal and external brand launch
Monitor and evaluate your brand, and understand how to respond to the results

What Topics are Covered?:

Defining branding
Creating a mission and vision
Positioning your brand and developing your style
Developing a brand name and slogan
Creating a visual identity
Living your brand and connecting with customers
Launching your brand
Taking your brand’s pulse
Measuring brand health with a balanced scorecard, SWOT analysis, and Middleton’s brand matrix
Interpreting evaluation results

What’s Included?:

Instruction by an expert facilitator
Small, interactive classes

Branding: Creating and Managing Your Corporate Brand

Branding: Creating and Managing Corporate Brand