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Creating and Managing Your Corporate Brand

eBSI Export Academy
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Your brand is the vehicle that propels your product or service into your customers' 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.

After you complete this course, you will be able to:

  • Define what a brand is (particularly a strong brand) and what branding is about.
  • Define various types of brand architecture and brand extension.
  • Identify your brand's products, the features of those products, and their values.
  • Write a mission, vision, and style statement for a brand.
  • Describe the basics of positioning a brand.
  • Understand the basics of creating a visual identity, including a brand name, slogan, and logo.
  • Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints.
  • Effectively plan an internal and external brand launch.
  • Monitor and evaluate your brand, and understand how to respond to the results.


                                                                                        Course Topics:

                                                                                        Session One: Course Overview

                                                                                        • Learning Objectives 

                                                                                        Session 2: 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 3: 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 4: Creating a Mission

                                                                                        • What a Mission Statement is All About
                                                                                        • Time for Reflection

                                                                                         Session 5: Creating a Vision of the Future

                                                                                        • Creating a Vision of the Future
                                                                                        • One Year
                                                                                        • Three Years
                                                                                        • Five Years

                                                                                         Session 6: Positioning Your Brand

                                                                                        • Positioning Your Brand
                                                                                        • Positioning Workout

                                                                                         Session 7: Developing Your Style

                                                                                        • Writing a Style Statement
                                                                                        • Style Words
                                                                                        • Style Exercise

                                                                                         Session 8: Developing a Brand Name and Slogan

                                                                                        • The Forward-Facing Elements
                                                                                        • Developing Your Brand Name
                                                                                        • Brand Names
                                                                                        • Deciding on a Name
                                                                                        • Developing a Slogan
                                                                                        • Connecting the Taglines
                                                                                        • Creating Your Slogan

                                                                                         Session 9: 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

                                                                                         Session 10: Living Your Brand

                                                                                        • Transforming Your Employees into Ambassadors
                                                                                        • Understanding Touchpoints
                                                                                        • Creating a Unique Experience at Each Touchpoint

                                                                                         Session 11: Connecting with Customers

                                                                                        • Ten Winning Ideas
                                                                                        • Implementing Connections Ideas 1 and 2
                                                                                        • Implementing Connections Ideas 3 and 4
                                                                                        • Implementing Connections Ideas 5 and 6
                                                                                        • Implementing Connections Ideas 7 and 8
                                                                                        • Implementing Connections Ideas 9 and 10

                                                                                         Session 12: Launching Your Brand

                                                                                        • Types of Launches
                                                                                        • Internal Launch
                                                                                        • Communicating an Internal Launch
                                                                                        • External Launch
                                                                                        • Communicating an External Launch

                                                                                         Session 13: Taking Your Brand's Pulse

                                                                                        • Taking Your Brand's Pulse
                                                                                        • Improving Your Brand

                                                                                         Session 14: Performing a SWOT Analysis

                                                                                        • What Does SWOT Stand For?
                                                                                        • What Should It Consider?
                                                                                        • Example: Sample SWOT Analysis
                                                                                        • Using the SWOT

                                                                                         Session 15: Measuring Brand Health with a Balanced Scorecard

                                                                                        • About the Balanced Scorecard
                                                                                        • Scorecard Example

                                                                                         Session 16: Middleton's Brand Matrix

                                                                                        • Understanding the Matrix
                                                                                        • Using the Matrix
                                                                                        • A Matrix Analysis

                                                                                         Session 17: Interpreting Evaluation Results

                                                                                        • Signs of Trouble
                                                                                        • Choosing a Course of Action

                                                                                         Session 18: 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, Part 1
                                                                                        • Case Study Questions, Part 2
                                                                                        • Discussing the Case Study

                                                                                         Session 19: Going Beyond the Brand

                                                                                        • Understanding Brand Architecture: Umbrella or Family Brand
                                                                                        • Understanding Brand Architecture: Endorsed Brands
                                                                                        • Understanding Brand Architecture: Individual Brands
                                                                                        • Understanding Brand Extension
                                                                                                                                                                                                            Creating and Managing Your Corporate Brand
                                                                                                                                                                                                            Creating and Managing Your Corporate Brand
                                                                                                                                                                                                            Creating and Managing Your Corporate Brand
                                                                                                                                                                                                            Creating and Managing Your Corporate Brand

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