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Branding: Creating and Managing Your Corporate Brand


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Branding: Creating and Managing Your Corporate Brand

Price: $ 49.95+GST

Your brand is the vehicle that propels your product or service into your customers lives and their hearts. What does your brand say about you?

This course will get you started on the road to creating a perfect brand. Youll learn how to develop a visual identity from start to finish, the basics of graphic design, and how to keep your brand energized and alive.

Table of Contents

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