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Course Description:

Day one: The Importance of Branding

• What is a brand?
• What do leaders expect when they invest in branding?
• Who owns our brand?
• How do brands add value to an organization?
• How to link brand to the organisation’s mission, vision, values and purpose?
• What should a brand include? – differentiation, relevance, trust, emotion

Day Two: Creating an Effective Brand

• 8 key criteria for a branding strategy
• 7 essential elements of a brand’s identity
• Developing brand values and value propositions
• Using customer insights to build the brand
• Creating buyer personas that resonate with customers and potential customers
• Connecting brand to the past, present and future

Day Three: Developing Support for the Brand

• Finding a brand champion from the leadership team
• Characteristics of great brand champions
• Empowering employees as brand ambassadors
• Using celebrities as brand ambassadors
• Developing fans and bloggers as online brand ambassadors
• Proving the brand’s worth to shareholders using the international standard ISO 10668

Day Four: Explaining the Brand

• Developing the branding guidelines
• Creating the brand manual
• Running branding workshops for employees and creative agencies
• Developing a branding communications plan for internal and external audiences
• Running a brand launch event
• Ensuring consistent delivery of multiple launch events

Day Five: Protecting the Brand Over Time

• Monitoring customers’ experiences and perceptions of the brand
• Monitoring opinion formers’ and influencers’ views
• Monitoring what is said in the media
• Knowing when to refresh the brand
• Exercise where participants create and present their own brand
• Action planning to take learning back into the workplace