Learn Branding: Creating and Managing Your Corporate Brand

Course Overview

Your brand is the vehicle that propels your product or service into your customers’ 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 course will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. Then will focus on how to put your brand out there in the right way and how to keep your brand energized and alive with monitoring and evaluation tools.

This course touches on the importance of branding, identifying products and their features, creating a mission and a vision, brand positioning, brand name and slogan, creating a visual identity, connecting with customers, how to launch a brand and take its pulse, SWOT analysis, measuring brand health, Middelton’s matrix, how to keep a brand alive.

Objectives

At the end of this course you will be able to:

• • Understand what a brand is and what branding is about
  • Identify your brand’s products, their features and their values
  • Write a mission, vision and style statement for a brand
  • Understand the basics of positioning a brand
  • Create 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

TARGET AUDIENCE
This course is designed for:

• Business owners
• Anyone who wishes to set up their own business

Course Content

• Session One: Course Overview
• Session Two: Defining Branding
• Session Three: What Are You All About?
• Session Four: Creating a Mission
• Session Five: Creating a Vision of the Future
• Session Six: Positioning Your Brand
• Session Seven: Developing Your Style
• Session Eight: Developing a Brand Name and Slogan
• Session Nine: Creating a Visual Identity
• Session Ten: Living Your Brand
• Session Eleven: Connecting with Customers
• Session Twelve: Launching Your Brand
• Session Thirteen: Taking Your Brand’s Pulse
• Session Fourteen: Performing a SWOT Analysis
• Session Fifteen: Measuring Brand Health with a Balanced Scorecard
• Session Sixteen: Middleton’s Brand Matrix
• Session Seventeen: Interpreting Evaluation Results
• Session Eighteen: Keeping the Brand Alive
• Session Nineteen: Going Beyond the Brand