Branding: Creating and Managing Your Corporate Brand - Course

Price: R490

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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. The first day will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. The second day will focus on how to put your brand out there in the right way. We’ll also talk about how to keep your brand energized and alive with monitoring and evaluation tools. 
Learning objectives include:

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

 
Course Overview:

Defining Branding
What Are You All About?
Creating a Mission 
Creating a Vision of the Future 
Positioning Your Brand 
Developing Your Style 
Developing a Brand Name and Slogan
Creating a Visual Identity
Living Your Brand
Connecting with Customers
Launching Your Brand
Taking Your Brand’s Pulse
Performing a SWOT Analysis
Measuring Brand Health with a Balanced Scorecard
Middleton’s Brand Matrix
Interpreting Evaluation Results
Keeping the Brand Alive
Going Beyond the Brand
Wrap-Up

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. The first day will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. The second day will focus on how to put your brand out there in the right way. We’ll also talk about how to keep your brand energized and alive with monitoring and evaluation tools. 
Learning objectives include:

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

 
Course Overview:

Defining Branding
What Are You All About?
Creating a Mission 
Creating a Vision of the Future 
Positioning Your Brand 
Developing Your Style 
Developing a Brand Name and Slogan
Creating a Visual Identity
Living Your Brand
Connecting with Customers
Launching Your Brand
Taking Your Brand’s Pulse
Performing a SWOT Analysis
Measuring Brand Health with a Balanced Scorecard
Middleton’s Brand Matrix
Interpreting Evaluation Results
Keeping the Brand Alive
Going Beyond the Brand
Wrap-Up