BRAND MANAGEMENT FOR A STRONG CORPORATE IDENTITY

TRAINING OVERVIEW

Embark on a transformative journey into the realm of brand management and corporate identity with our comprehensive training course, “Brand Management for a Strong Corporate Identity,” presented by DixonTech. In today's competitive business landscape, building and maintaining a strong brand presence is essential for long-term success and differentiation. As renowned brand strategist David Aaker once said, “Your brand is a story unfolding across all customer touchpoints.” This course delves deep into the principles and strategies of effective brand management, equipping participants with the knowledge and skills to develop, nurture, and leverage a strong corporate identity. Through a combination of theoretical insights, practical exercises, and real-world case studies, participants will learn how to craft compelling brand narratives, establish consistent brand messaging, and cultivate meaningful connections with target audiences. Join us and unlock the keys to building a resilient brand that resonates with customers, inspires loyalty, and drives business growth.

TRAINING TOPICS

• The importance of branding
• Creating an effective brand
• Developing support for the brand
•  explaining the brand
• Protecting the brand over time

By the end of this training course, delegates will be able to

• Explain how to create a positive identity for their organisation, and how to repair a damaged reputation
• Develop strategic relationship programme for managing their reputation with key stakeholders
• Explain the key elements of a brand and work with designers to create or refresh a brand
• Manage a single product or service brand for their organisation

TRAINING IS TAILORED TO

• Marketing managers and directors
• Public relations managers and directors
• Corporate communication managers and directors
• Business strategists

TRAINING METHODOLOGY

Our training methodology for “Brand Management for a Strong Corporate Identity” is meticulously crafted to deliver a dynamic and immersive learning experience. Through a blend of interactive workshops, insightful lectures, case studies, and practical exercises, participants will gain hands-on experience in implementing effective brand management strategies. Led by seasoned industry professionals with extensive expertise in brand development and corporate identity, our approach emphasizes experiential learning and encourages active participation. Participants will have the opportunity to analyse real-world brand challenges, develop actionable solutions, and receive personalized feedback to enhance their understanding and skills. Whether you're a marketing professional looking to elevate your brand management capabilities or a business leader aiming to strengthen your organisation's corporate identity, our training methodology is tailored to provide you with the tools and knowledge needed to succeed in today's competitive marketplace. Join us on this transformative journey and unlock the secrets to building a powerful and enduring brand presence.

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 the 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 brand
• Action planning to take learning back into the workplace