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
  • Session One: Course Overview
  • Session One: Course Overview
  • Learning Objectives
  • Pre-Assignment
  • Pre-Course Assessment
  • Pre-Course Assessment
  • Pre-Course Assessment
  • Session Two: Defining Branding
  • Session Two: 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 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
  • Time for Reflection
  • 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
  • Positioning Workout
  • Session Seven: Developing Your Style
  • Session Seven: Developing Your Style
  • Writing a Style Statement
  • Style Words
  • Style Exercise
  • Session Eight: Developing a Brand Name and Slogan
  • Session Eight: Developing a Brand Name and Slogan
  • The Forward-Facing Elements
  • Developing Your Brand Name
  • Exercise: Brand Names
  • Deciding on a Name
  • Developing a Slogan
  • Connecting the Taglines
  • Creating Your Slogan
  • Session Nine: Creating a Visual Identity
  • Session Nine: 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 Ten: Living Your Brand
  • Session Ten: Living Your Brand
  • Transforming Your Employees into Ambassadors
  • Understanding Touchpoints
  • Creating a Unique Experience at Each Touchpoint
  • Session Eleven: Connecting with Customers
  • Session Eleven: Connecting with Customers
  • Ten Winning Ideas
  • Implementing Connections Ideas
  • Session Twelve: Launching Your Brand
  • Session Twelve: Launching Your Brand
  • Types of Launches
  • Internal Launch
  • Communicating an Internal Launch
  • External Launch
  • Communicating an External Launch
  • Session Thirteen: Taking Your Brand’s Pulse
  • Session Thirteen: Taking Your Brand’s Pulse
  • Taking Your Brand's Pulse
  • Improving Your Brand
  • Session Fourteen: Performing a SWOT Analysis
  • Session Fourteen: Performing a SWOT Analysis
  • What Does SWOT Stand For?
  • What Should It Consider?
  • Example: Sample SWOT Analysis
  • Using the SWOT
  • Session Fifteen: Measuring Brand Health with a Balanced Scorecard
  • Session Fifteen: Measuring Brand Health with a Balanced Scorecard
  • About the Balanced Scorecard
  • Scorecard Example
  • Session Sixteen: Middleton’s Brand Matrix
  • Session Sixteen: Middleton’s Brand Matrix
  • Understanding the Matrix
  • Using the Matrix
  • A Matrix Analysis
  • Session Seventeen: Interpreting Evaluation Results
  • Session Seventeen: Interpreting Evaluation Results
  • Signs of Trouble
  • Choosing a Course of Action
  • Session Eighteen: Keeping the Brand Alive
  • Session Eighteen: Keeping the Brand Alive
  • When to Refresh?
  • Brand Refreshes
  • Re-Launching the Brand
  • Taking on a Total Re-Brand
  • Re-Branding
  • Re-Branding Your Company
  • Case Study: Revitalizing Acme Widgets Inc.
  • Case Study Questions
  • Discussing the Case Study
  • Session Nineteen: Going Beyond the Brand
  • Session Nineteen: 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 Twenty: A Personal Action Plan
  • Session Twenty: A Personal Action Plan
  • Session Twenty: A Personal Action Plan
  • Summary and Recommended Reading List
  • Summary
  • Post-Course Assessment
  • Post-Course Assessment
  • Post-Course Assessment
Completion rules
  • All units must be completed
  • Leads to a certification with a duration: Forever