Creating and 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 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
After taking this course, you may get a certificate certified by the Filipino Institute, an internationally-accredited organization, for a fee of AED50. The same certificate may also be attested by the Knowledge and Human Development Authority (KHDA) and the Ministry of Foreign Affairs (MOFA).
To know more about this program, email firstname.lastname@example.org.
- Lectures 34
- Quizzes 1
- Duration 18 hours
- Skill level All levels
- Language English
- Students 13
- Assessments Self
You will spend the first part of the day getting to know students and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.
To begin, students will explore what a brand means and what branding is all about. Students will also discuss some popular brands and what makes them stand
What Are You All About?
Next, students will get started on the branding process by learning how to identify a product’s features, benefits, and values.
Creating a Mission
A mission statement is where you can express your big dreams for your product. In this lesson, participants will learn what a good mission statement looks like. They will also get some hands-on practice in creating a mission statement for a product of their choice.
Creating a Vision of the Future
Next, it’s time to outline how you want things to look for your brand in the short term. This lesson will give students some tips for creating a vision statement and share some sample statements for a fictional company.
Positioning Your Brand
Positioning describes how your brand will be seen in the minds of customers. Students will learn what a positioning statement looks like and they will take part in a positioning workout to get some hands-on practice.
Developing Your Style
The next component of your brand identity is the style statement: what attitude will your brand have? This lesson includes both a theory and practice component.
Developing a Brand Name and Slogan
Now it’s time for the fun stuff! To begin, this lesson will recap what we have covered so far. Then, students will get practical tips on creating a brand name and a slogan.
Creating a Visual Identity
Although we can’t turn student into professional graphic designers, this lesson will help them understand the basics of graphic design. Concepts include image perception, color spectrum analysis, font types, and types of visual identities. A pop culture quiz rounds out the session.
Living Your Brand
Students will learn how to transform company employees into brand ambassadors and how to create a unique experience at each brand touchpoint.
Connecting with Customers
Next, we will share ten easy ways to connect with customers.
Launching Your Brand
This lesson will share some ideas for making internal and external brand launches a smashing success.
Taking Your Brand’s Pulse
In order for a brand to be as successful as possible, it must evolve with your company, your customers, and the marketplace. This lesson will introduce students to the basics of brand evaluation.
Performing a SWOT Analysis
To begin, students will learn about one of the most popular tools for brand analysis: the SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix.
Measuring Brand Health with a Balanced Scorecard
Next, students will learn how brands can be evaluated with a balanced scorecard.
Middleton’s Brand Matrix
The final evaluation tool that we will explore is Simon Middleton’s brand matrix, which plots strength, weakness, positivity, and negativity.
Interpreting Evaluation Results
In this lesson, students will learn what to do with brand evaluation results. We will also share the six most common signs of brand trouble.
Keeping the Brand Alive
Next, students will learn about refreshing a brand, re-launching a brand, and re-branding. They will then apply their knowledge to a case study.
Going Beyond the Brand
To wrap up the day, students will learn about various kinds of brand architecture and brand extension.
Quick Reference Guide