Overview

This three-day branding course covers the full brand lifecycle from creation to execution
You will learn innovative ways to build, manage and relaunch brands for maximal value

Topics include aligning brand elements, attributes, personality and core values

After this course you will be able to:

  • Define what a brand is (particularly a strong brand) and what branding is about
  • Define various types of brand architecture and brand extension
  • Identify your brand’s products, the features of those products, 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

Who should attend?

This is an intermediate-level course designed for learners with existing knowledge and several years of experience. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

Learning outcomes

  • Define what a brand is (particularly a strong brand) and what branding is about
  • Define various types of brand architecture and brand extension
  • Identify your brand’s products, the features of those products, 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

Outline

Module 1: Core concepts

  • What makes popular brands stand out?
  • How to identify key brand elements?

Module 2: Developing brand statements

  • Creating a mission statement
  • Creating a vision statement
  • Creating a positioning statement
  • Creating a style statement

Module 3: Developing a brand name and slogan

  • Creating a brand name
  • Developing a slogan

Module 4: Visual identity

  • Basics of graphic design
  • Image perception
  • Colour spectrum analysis
  • Fonts and types of visual identities

Module 5: Living your brand

  • How to transform company employees into brand ambassadors
  • How to create a unique experience at each brand touchpoint

Module 6: Connecting with customers and stakeholders

  • Engaging stakeholders with a brand

Module 7: Monitoring brand health

  • Ensuring your brand evolves with your company, your customers, and the marketplace.
  • Brand evaluation: balanced scorecard, Middleton Matrix, classical SWOT analysis
  • Interpreting results: six common signs a brand is in trouble

Module 8: Launching, re-launching and re-branding

  • Refreshing a brand
  • Re-launching a brand
  • Re-branding
  • Beyond branding: brand architecture and brand extension.

 

ISOC trainers

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