Canada's Leader in Professional Development

855-581-7246 Call us: 1-855-581-7246

Branding – Creating and Managing Your Corporate Brand

This course is currently available as E-Learning, or a private instructor-led class scheduled to suit your availabilty. You can click here to inquire further or you ask us for recommendations on similar classes.

Recommended Prerequisites

No prerequisites are required for this course.

Course Overview

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 course will get you started on the road to creating a perfect brand. The first half of the course 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 half 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

Course Outline

  1. Course Overview
  2. Defining Branding
  3. Defining Brands and Branding
  4. Characteristics of a Strong Brand
  5. What Are You All About?
  6. Identifying Your Products and Features
  7. Identifying Your Values
  8. Individual Exercise
  9. Creating a Mission
  10. What a Mission Statement is All About
  11. Time for Reflection
  12. Creating a Vision of the Future
  13. Positioning Your Brand
  14. Identifying Your Ideal Position
  15. Positioning Workout
  16. Developing Your Style
  17. Writing a Style Statement
  18. Style Exercise
  19. Developing a Brand Name and Slogan
  20. The Forward-Facing Elements
  21. Developing Your Brand Name
  22. Developing a Slogan
  23. Creating a Visual Identity
  24. Graphic Design 101
  25. Types of Visual Identities
  26. Pop Culture Test
  27. Living Your Brand
  28. Transforming Your Employees into Ambassadors
  29. Understanding Touchpoints
  30. Creating a Unique Experience at Each Touchpoint
  31. Connecting with Customers
  32. Launching Your Brand
  33. Taking Your Brand’s Pulse
  34. Performing a SWOT Analysis
  35. What Does SWOT Stand For?
  36. Sample SWOT Analysis
  37. Measuring Brand Health with a Balanced Scorecard
  38. Middleton’s Brand Matrix
  39. Understanding the Matrix
  40. Using the Matrix
  41. Interpreting Evaluation Results
  42. Keeping the Brand Alive
  43. Refreshing and Re-Launching
  44. Taking on a Total Re-Brand
  45. Case Study
  46. Going Beyond the Brand
  47. Understanding Brand Architecture
  48. Understanding Brand Extension
  49. Personal Action Plan
  50. Recommended Reading List
  51. Post-Course Assessment

Click here to reach us by Email Contact Us
About | Terms of Use | Privacy Visit our Facebook page   Visit ot Linkedin page   View our Tweets