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.

• 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

• 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

• Instruction/facilitation will be led virtually OR on-site

• Interactive class sessions driven by case studies and real life scenarios

• Specialized workbook, quick reference guides and handouts for participants

• Personalized certificate of completion