Creating and Managing Your Corporate Brand

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 Stu­dents 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

Course Overview
You will spend the first part of the day get­ting to know par­tic­i­pants and dis­cussing what will take place dur­ing the work­shop. Stu­dents will also have an oppor­tu­nity to iden­tify their per­sonal learn­ing objectives.

Defin­ing Brand­ing
To begin, par­tic­i­pants will explore what a brand means and what brand­ing is all about. Par­tic­i­pants will also dis­cuss some pop­u­lar brands and what makes them stand out.

What Are You All About?
Next, par­tic­i­pants will get started on the brand­ing process by learn­ing how to iden­tify a product’s fea­tures, ben­e­fits, and values.

Cre­at­ing a Mis­sion
A mis­sion state­ment is where you can express your big dreams for your prod­uct. In this ses­sion, par­tic­i­pants will learn what a good mis­sion state­ment looks like. They will also get some hands-​on prac­tice in cre­at­ing a mis­sion state­ment for a prod­uct of their choice.

Cre­at­ing a Vision of the Future
Next, it’s time to out­line how you want things to look for your brand in the short term. This ses­sion will give par­tic­i­pants some tips for cre­at­ing a vision state­ment and share some sam­ple state­ments for a fic­tional company.

Posi­tion­ing Your Brand
Posi­tion­ing describes how your brand will be seen in the minds of cus­tomers. Par­tic­i­pants will learn what a posi­tion­ing state­ment looks like and they will take part in a posi­tion­ing work­out to get some hands-​on practice.

Devel­op­ing Your Style
The next com­po­nent of your brand iden­tity is the style state­ment: what atti­tude will your brand have? This ses­sion includes both a the­ory and prac­tice component.

Devel­op­ing a Brand Name and Slo­gan
Now it’s time for the fun stuff! To begin, this ses­sion will recap what we have cov­ered so far. Then, par­tic­i­pants will get prac­ti­cal tips on cre­at­ing a brand name and a slogan.

Cre­at­ing a Visual Iden­tity
Although we can’t turn par­tic­i­pants into pro­fes­sional graphic design­ers, this ses­sion will help them under­stand the basics of graphic design. Con­cepts include image per­cep­tion, color spec­trum analy­sis, font types, and types of visual iden­ti­ties. A pop cul­ture quiz rounds out the session.

Liv­ing Your Brand
To begin the sec­ond day, par­tic­i­pants will learn how to trans­form com­pany employ­ees into brand ambas­sadors and how to cre­ate a unique expe­ri­ence at each brand touchpoint.

Con­nect­ing with Cus­tomers
Next, we will share ten easy ways to con­nect with customers.

Launch­ing Your Brand
This ses­sion will share some ideas for mak­ing inter­nal and exter­nal brand launches a smash­ing success.

Tak­ing Your Brand’s Pulse
In order for a brand to be as suc­cess­ful as pos­si­ble, it must evolve with your com­pany, your cus­tomers, and the mar­ket­place. This ses­sion will intro­duce par­tic­i­pants to the basics of brand evaluation.

Per­form­ing a SWOT Analy­sis
To begin, par­tic­i­pants will learn about one of the most pop­u­lar tools for brand analy­sis: the SWOT (Strengths, Weak­nesses, Oppor­tu­ni­ties, Threats) matrix.

Mea­sur­ing Brand Health with a Bal­anced Score­card
Next, par­tic­i­pants will learn how brands can be eval­u­ated with a bal­anced scorecard.

Middleton’s Brand Matrix
The final eval­u­a­tion tool that we will explore is Simon Middleton’s brand matrix, which plots strength, weak­ness, pos­i­tiv­ity, and negativity.

Inter­pret­ing Eval­u­a­tion Results
In this ses­sion, par­tic­i­pants will learn what to do with brand eval­u­a­tion results. We will also share the six most com­mon signs of brand trouble.

Keep­ing the Brand Alive
Next, par­tic­i­pants will learn about refresh­ing a brand, re-​launching a brand, and re-​branding. They will then apply their knowl­edge to a case study.

Going Beyond the Brand
To wrap up the day, par­tic­i­pants will learn about var­i­ous kinds of brand archi­tec­ture and brand extension.

Work­shop Wrap-​Up
At the end of the work­shop, stu­dents will have an oppor­tu­nity to ask ques­tions and fill out an action plan.

Short Descrip­tion

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.

Course Info

Two Days — 16 hr :

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25 Amhurst Road…

Lon­don , UK , E5 8HH

Cell: +07495497301

Maadi , Cairo, Egypt

Cell: 01001531899 | 01017080808

www​.itbcg​.net | info@​tbcg.​net


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