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.

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
• Recall the basics of creating a visual identity, including a brand name, slogan, and logo
• Demonstrate ways to empower employees to become ambassadors and create strong brand touchpoints
• Effectively plan an internal and external brand launch
• Evaluate your brand, and recognize how to respond to the results

How You Will Benefit:

• Enhanced employer branding to attract qualified candidates who are aligned with the company’s culture and values
• Improved internal communication that establishes a common understanding of the brand message and core values across all levels of the organization
• Increased customer satisfaction to deliver a more consistent customer experience that builds trust and loyalty with customers
• Reduced recruitment costs to potentially reduce time and resources spent on recruitment
• Improved employee retention when an employee feels connected to the brand they are more likely to be satisfied and stay with the company longer

Who Should Attend:

Any employee looking to establish a brand that will foster a more engaged workforce and ultimately lead to increased customer satisfaction and business success    

Prerequisites: None

Course Format: Live instructor led

Course Duration:16 hours

Level of Difficulty: Intermediate