Branding: Creating and Managing Your Corporate Brand
This two-day course takes you from the fundamentals of branding all the way through to monitoring, evaluating, and refreshing a living brand. You will learn how to define your brand's identity, craft mission and vision statements, develop a visual identity, launch your brand internally and externally, and measure brand health using tools such as SWOT analysis and the Balanced Scorecard. Whether you are building a brand from scratch or revitalizing an existing one, this course gives you the practical frameworks and creative tools you need to succeed.
What you'll learn
- Define what a brand is and what branding encompasses
- Identify your brand's products, features, and values
- Write a mission, vision, and style statement for a brand
- Describe the basics of positioning a brand in the marketplace
- Understand how to create a visual identity including a brand name, slogan, and logo
- Empower employees to be brand ambassadors and create strong brand touchpoints
- Plan and execute an internal and external brand launch
- Monitor and evaluate brand health using SWOT analysis and a Balanced Scorecard
- Interpret evaluation results and choose an appropriate course of action
- Understand brand architecture and brand extension strategies
Preview a lesson
Your Brand Is a Living Entity Once your brand is launched, your work isn't over — it's just beginning. Think of your brand as a living, breathing entity that must evolve alongside your company, your customers, and the marketplace. Regularly checking in on your brand's health is essential to staying relevant and competitive. Low-Cost Ways to Monitor Your Brand You likely have more data at your fingertips than you realize. Use tools like **Google Analytics** to track who's talking about your brand online, who's clicking your email links, and who's visiting your website. Combine digital monitoring with internal and external **focus groups** to gather qualitative insights. Key questions to ask include: How are we meeting our brand promise? What is working for you? What is not? What new trends are you seeing? How do you feel about the brand today compared to six months ago? Performing a SWOT Analysis A **SWOT analysis** examines your brand's **Strengths, Weaknesses, Opportunities, and Threats**. Strengths and weaknesses are typically internal, while opportunities and threats are external. A well-conducted SWOT should consider your products, your target markets, the competitive landscape, and broader environmental and market forces. Use a simple four-quadrant matrix to map your findings — then use those insights to guide strategic decisions. The Balanced Scorecard The **Balanced Scorecard** is a powerful tool for
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Curriculum
Defining Branding
2 lessons- textWhat Is a Brand and Why Does It Matter?
- quizModule 1 Quiz
Building Your Brand Foundation
4 lessons- textIdentifying Your Products, Features, and Values
- textWriting Your Mission and Vision Statements
- textPositioning and Style
- quizModule 2 Quiz
Creating Your Brand's Visual Identity
3 lessons- textDeveloping a Brand Name and Slogan
- textGraphic Design Basics and Visual Identity Types
- quizModule 3 Quiz
Living and Launching Your Brand
3 lessons- textTurning Employees into Brand Ambassadors
- textConnecting with Customers and Launching Your Brand
- quizModule 4 Quiz
Monitoring, Evaluating, and Evolving Your Brand
3 lessons- textTaking Your Brand's Pulse: SWOT and the Balanced ScorecardPreview
- textInterpreting Results and Keeping the Brand Alive
- quizModule 5 Quiz
Brand Architecture and Extension
3 lessons- textUnderstanding Brand Architecture
- textUnderstanding Brand Extension and Co-Branding
- quizModule 6 Quiz