$297intermediate

Branding: Creating and Managing Your Corporate Brand

Name: Branding: Creating and Managing Your Corporate Brand
Price: 297.00 USD
Availability: InStock

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.

18 lessons6 modules900 minutes

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

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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Branding: Creating and Managing Your Corporate Brand

What you'll learn

Preview a lesson

Curriculum

Defining Branding

Building Your Brand Foundation

Creating Your Brand's Visual Identity

Living and Launching Your Brand

Monitoring, Evaluating, and Evolving Your Brand

Brand Architecture and Extension

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