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Corporate

Key Elements for Building a Successful Brand

Corporate 12 noon

Introduction

This training in Key elements for creating a successful brand will help you understand the whole process of brand creation and management. You’ll learn the importance of building the your brand’s defining and distinguishing values and to align them with your company’s mission and vision. You will select the ideal target audience for your brand communication strategies. You will learn how to manage a brand reputation crisis. You will set the tone of communication best suited to your audience, and you’ll discover the importance of having a corporate identity manual to standardise criteria across the brand, both within and outside the company, amongst other things you’ll learn.

Objectives

  • To know the naming process and create memorable and distinctive brand names.

  • Identify the differences between the brand image, identity and positioning.

  • Define the your brand’s visual identity: colours, typography, logo, etc.

  • Knowing how to manage a brand image crisis.

Table of Contents

TEACHING UNIT 1. THE BRAND AS A STRATEGIC ASSET

  1. What is a brand, and what is the purpose of brand image?
  2. Types of trademarks
  3. Who is your brand aimed at? Identify your buyer persona
  4. Differences between brand image, brand identity and brand positioning
  5. Your brand’s DNA: your brand’s values, mission and vision

TEACHING UNIT 2. KEY COMPONENTS OF A BRAND

  1. Brand name – choose a catchy name!
  2. Come up with a simple but catchy slogan
  3. Isotype, imagotype and isologo – what does each of these terms mean?
  4. Define your brand’s colour scheme and colour palette
  5. Typography and its impact on brand perception
  6. Corporate Identity Manual: what is it for?

TEACHING UNIT 3. COMMUNICATING AND PROMOTING YOUR BRAND

  1. Strategies for increasing your brand awareness
  2. Brand communication styles
  3. Emotional, sustainable, outgoing – define your brand’s personality!
  4. Digital Identity and Online Reputation
  5. How to manage a brand image crisis
  6. Packaging, stationery and promotional merchandise

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