Branding: 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 two-day course will get you started on the road to creating a perfect brand.

What Will Participants 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

What’s Included?
 Instruction by an expert facilitator
 Small, interactive classes
 Specialized participant manual and course materials including a pre-assignment and a post-assignment
 A personalized Certificate of Completion

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