Branding Creating & Managing Your Corporate Brand

    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