Corporate Identity and Brand Management Course

By the end of this training course, participants will be able to:

• Explain the benefits of branding and how to use a brand to support their organisation’s business purpose
• Use the principles of branding to develop an effective brand for their organisation, or refine the existing brand
• Develop support for the brand from a wide cross section of stakeholders including executives, employees, customers, influencers and the media
• Create a range of print, online, multimedia and face2face collateral to explain what the brand stands for and how to use it
• Use mechanisms to monitor the brand over time, including performance and perceptions, recommending effective ways of refreshing the brand when needed

COURSE CONTENT

The Importance of Branding

• What is a brand?
• What do leaders expect when they invest in branding?
• Who owns our brand?
• How do brands add value to an organization?
• How to link brand to the organisation’s mission, vision, values and purpose?
• What should a brand include? – differentiation, relevance, trust, emotion

Creating an Effective Brand

• key criteria for a branding strategy
• essential elements of a brand’s identity
• Developing brand values and value propositions
• Using customer insights to build the brand
• Creating buyer personas that resonate with customers and potential customers
• Connecting brand to the past, present and future

 Developing Support for the Brand

• Finding a brand champion from the leadership team
• Characteristics of great brand champions
• Empowering employees as brand ambassadors
• Using celebrities as brand ambassadors
• Developing fans and bloggers as online brand ambassadors
• Proving the brand’s worth to shareholders using the international standard ISO 10668

Explaining the Brand

• Developing the branding guidelines
• Creating the brand manual
• Running branding workshops for employees and creative agencies
• Developing a branding communications plan for internal and external audiences
• Running a brand launch event
• Ensuring consistent delivery of multiple launch events

Protecting the Brand over Time

• Monitoring customers’ experiences and perceptions of the brand
• Monitoring opinion formers’ and influencers’ views
• Monitoring what is said in the media
• Knowing when to refresh the brand
• Exercise where participants create and present their own brand
• Action planning to take learning back into the workplace

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.