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Business Communication

Branding Creating and Managing Your Corporate Brand (BCO01EO)

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Instructor

Savvy

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Course Overview

What Will Students Learn?

  1. Define what a brand is and what branding is about
  2. Define various types of brand architecture and brand extension
  3. Identify your brand’s products, its features, and their values
  4. Write a mission, vision, and style statement for a brand
  5. Describe the basics of positioning a brand
  6. Understand the basics of creating a visual identity, including a brand name, slogan, and logo
  7. Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints
  8. Effectively plan an internal and external brand launch
  9. Monitor and evaluate your brand, and understand how to respond to the results.

What Topics are Covered?

  1. Defining branding
  2. Creating a mission and vision
  3. Positioning your brand and developing your style
  4. Developing a brand name and slogan
  5. Creating a visual identity
  6. Living your brand and connecting with customers
  7. Launching your brand
  8. Taking your brand’s pulse
  9. Measuring brand health with a balanced scorecard, SWOT analysis, and Middleton’s brand matrix
  10. Interpreting evaluation results

Course Content

  • Academy Topics

    • Course Overview

    • Learning Objectives

    • Pre-Assignment

    • Pre-Course Assessmen

    • Defining Branding

    • Defining Brands and Branding

    • Characteristics of a Strong Brand

    • What Are You All About?

    • Identifying Your Products and Features

    • Identifying Your Values

    • Individual Exercise

    • Creating a Mission

    • What a Mission Statement is All About

    • Time for Reflection

    • Creating a Vision of the Future

    • Positioning Your Brand

    • Identifying Your Ideal Position

    • Positioning Workout

    • Developing Your Style

    • Writing a Style Statement

    • Style Exercise

    • Developing a Brand Name and Slogan

    • The Forward-Facing Elements

    • Developing Your Brand Name

    • Developing a Slogan

    • Creating a Visual Identity

    • Graphic Design 101

    • Types of Visual Identities

    • Pop Culture Test

    • Living Your Brand

    • Transforming Your Employees into Ambassadors

    • Understanding Touchpoints

    • Creating a Unique Experience at Each Touchpoint

    • Connecting with Customers

    • Launching Your Brand

    • Taking Your Brand’s Pulse

    • Performing a SWOT Analysis

    • What Does SWOT Stand For?

    • Sample SWOT Analysis

    • Measuring Brand Health with a Balanced Scorecard

    • Middleton’s Brand Matrix

    • Understanding the Matrix

    • Using the Matrix

    • Interpreting Evaluation Results

    • Keeping the Brand Alive

    • Refreshing and Re-Launching

    • Taking on a Total Re-Brand

    • Case Study

    • Going Beyond the Brand

    • Understanding Brand Architecture

    • Understanding Brand Extension

    • Recommended Reading List

    • Personal Action Plan

    • Post-Course Assessment

Public
  • Lessons 52
  • Enrolled 1
  • Skill Beginner
  • Last Update 26/03/2025
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