Branding – Creating and Managing Your Corporate Brand

Training Duration: 2 Days

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Learning Fields: ,

Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts.

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 module will get you started on the road to creating a perfect brand.

Module Value

This module supports capacity-building programmes by strengthening individual and team performance in institutional and organizational contexts. It can be adapted to public sector institutions, international development projects, and corporate environments, and integrated into broader reform or performance improvement initiatives.

Learning Objectives

  • 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

Core Content Areas

  • 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

Practical Applications

  • Case-based discussion
  • Guided exercises
  • Group reflection
  • Action planning for workplace application
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