Your brand is the vehicle that propels your product or service into your customers’ 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 part 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 part 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.
After you complete this course, you'll be able to:
- Define what a brand is (particularly a strong brand) and what branding is about.
- Define various types of brand architecture and brand extension.
- Identify your brand’s products, the features of those products, 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.
Course Content Details:
Session 1: Course Overview
- Learning Objectives
- Pre-Assignment, Part 1
- Pre-Assignment, Part 2
- Pre-Assignment, Part 3
- Pre-Course Assessment
Session 2: Defining Branding
- Defining Brands and Branding
- What is a Brand?
- Why a Brand?
- What's in a Brand?
- What is Branding, Then?
- Why Branding is the Most Important Investment a Company Can Make
- A Strong Brand
- Characteristics of a Strong Brand
Session 3: What Are You All About?
- Identifying Your Products and Features
- Products and Features
- Identifying Your Values
- Step One: Brainstorming
- Step Two: Narrowing It Down
- Step Three: Add Some Polish
- Individual Exercise
Session 4: Creating a Mission
- What a Mission Statement is All About
- Time for Reflection
Session 5: Creating a Vision of the Future
- Creating a Vision of the Future
- One Year
- Three Years
- Five Years
Session 6: Positioning Your Brand
- Positioning Your Brand
- Positioning Workout
Session 7: Developing Your Style
- Writing a Style Statement
- Style Words
- Style Exercise
Session 8: Developing a Brand Name and Slogan
- The Forward-Facing Elements
- Developing Your Brand Name
- Brand Names
- Deciding on a Name
- Developing a Slogan
- Connecting the Taglines
- Creating Your Slogan
Session 9: Creating a Visual Identity
- How People Will See Your Images
- Choosing a Color
- Another View of the Spectrum
- Colors of the World
- Types of Visual Identities
- Simple Pictorial Mark
- Pop Culture Test – Logo 1
- Pop Culture Test – Logo 2
- Pop Culture Test – Logo 3
- Pop Culture Test – Logo 4
- Pop Culture Test – Logo 5
- Pop Culture Test – Logo 6
- Pop Culture Test – Logo 7
- Pop Culture Test – Logo 8
- Pop Culture Test – Logo 9
Session 10: Living Your Brand
- Transforming Your Employees into Ambassadors
- Understanding Touchpoints
- Creating a Unique Experience at Each Touchpoint
Session 11: Connecting with Customers
- Ten Winning Ideas
- Implementing Connections Ideas 1 and 2
- Implementing Connections Ideas 3 and 4
- Implementing Connections Ideas 5 and 6
- Implementing Connections Ideas 7 and 8
- Implementing Connections Ideas 9 and 10
Session 12: Launching Your Brand
- Types of Launches
- Internal Launch
- Communicating an Internal Launch
- External Launch
- Communicating an External Launch
Session 13: Taking Your Brand's Pulse
- Taking Your Brand's Pulse
- Improving Your Brand
Session 14: Performing a SWOT Analysis
- What Does SWOT Stand For?
- What Should It Consider?
- Example: Sample SWOT Analysis
- Using the SWOT
Session 15: Measuring Brand Health with a Balanced Scorecard
- About the Balanced Scorecard
- Scorecard Example
Session 16: Middleton's Brand Matrix
- Understanding the Matrix
- Using the Matrix
- A Matrix Analysis
Session 17: Interpreting Evaluation Results
- Signs of Trouble
- Choosing a Course of Action
Session 18: Keeping the Brand Alive
- When to Refresh?
- Brand Refreshes
- Re-Launching the Brand
- Taking on a Total Re-Brand
- Re-Branding Your Company
- Case Study: Revitalizing Acme Widgets Inc.
- Case Study Questions, Part 1
- Case Study Questions, Part 2
- Discussing the Case Study
Session 19: Going Beyond the Brand
- Understanding Brand Architecture: Umbrella or Family Brand
- Understanding Brand Architecture: Endorsed Brands
- Understanding Brand Architecture: Individual Brands
- Understanding Brand Extension
Session 20: A Personal Action Plan
- Starting Point
- Where I Want to Go
- How I Will Get There
How to enroll:
Click on the "Enroll For This Course" button
Checkout and make payment (you’ll create an account or log in as part of the checkout process)
We instantly e-mail your user ID and password for you to log in and begin training as soon as you want
Pay or transfer course fee into any of our bank accounts and send an email (to firstname.lastname@example.org) stating the course you paid for, name used in paying, and the amount. We will register you and instantly email your user ID and password for you to start training.
Our Account details
Account Name: Paradigm Learning Services
Zenith Bank: Account No: 1013876190
GTBank: Account No: 0159084910
Diamond Bank: Account No: 0047876850