Business

Branding: Creating and Managing Your Corporate Brand


Description
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 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.
Content
  • How to Use This Guide
  • How to Use This Guide
  • Course Overview
  • Course Overview
  • Pre-Assignment
  • Pre-Course Assessment
  • Pre-Course Assessment
  • Pre-Course Assessment
  • Session Two: Defining Branding
  • Session Two: Defining 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
  • Characteristics of a Strong Brand
  • Session Three: What Are You All About?
  • Session Three: 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 Four: Creating a Mission
  • Session Four: Creating a Mission
  • What a Mission Statement is All About
  • Session Five: Creating a Vision of the Future
  • Session Five: Creating a Vision of the Future
  • Creating a Vision of the Future
  • One Year
  • Three Years
  • Five Years
  • Session Six: Positioning Your Brand
  • Session Six: Positioning Your Brand
  • Positioning Your Brand
  • Session Seven: Developing a Brand Name and Slogan
  • Session Seven: Developing a Brand Name and Slogan
  • Developing Your Brand Name
  • Deciding on a Name
  • Developing a Slogan
  • Connecting the Taglines
  • Session Eight: Creating a Visual Identity
  • Session Eight: Creating a Visual Identity
  • How People Will See Your Images
  • Choosing a Color
  • Another View of the Spectrum
  • Colors of the World
  • Fonts
  • Types of Visual Identities
  • Simple Pictorial Mark
  • Letterform
  • Wordmark
  • Emblems
  • Pop Culture Test - Logo
  • Session Nine: Living Your Brand
  • Session Nine: Living Your Brand
  • Transforming Your Employees into Ambassadors
  • Creating a Unique Experience at Each Touchpoint
  • Session Ten: Connecting with Customers
  • Session Ten: Connecting with Customers
  • Ten Winning Ideas
  • Implementing Connections Ideas
  • A Personal Action Plan
  • A Personal Action Plan
  • A Personal Action Plan
  • Post-Course Assessment
  • Post-Course Assessment
  • Post-Course Assessment
  • Session Seven: Developing Your Style
  • Session Twelve: Launching Your Brand
  • Session Thirteen: Taking Your Brand’s Pulse
  • Session Fourteen: Performing a SWOT Analysis
  • Session Fifteen: Measuring Brand Health with a Balanced Scorecard
  • Session Sixteen: Middleton’s Brand Matrix
  • Session Seventeen: Interpreting Evaluation Results
  • Session Eighteen: Keeping the Brand Alive
  • Session Nineteen: Going Beyond the Brand
  • Summary and Recommended Reading List
Completion rules
  • All units must be completed
  • Leads to a certification with a duration: Forever