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 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. Then will focus on how to put your brand out there in the right way and how to keep your brand energized and alive with monitoring and evaluation tools.

This course touches on the importance of branding, identifying products and their features, creating a mission and a vision, brand positioning, brand name and slogan, creating a visual identity, connecting with customers, how to launch a brand and take its pulse, SWOT analysis, measuring brand health, Middelton’s matrix, how to keep a brand alive.

OBJECTIVES 

At the end of this course you will be able to:

    Understand what a brand is and what branding is about
    Identify your brand’s products, their features and their values
    Write a mission, vision and style statement for a brand
    Understand the basics of positioning a brand
    Create 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

TARGET AUDIENCE

This course is designed for:

    Business owners
    Anyone who wishes to set up their own business

REQUIREMENTS

None/No previous knowledge required.

ESTIMATED COURSE DURATION

6 hours

COURSE SPECIFICATIONS

This course comes with 8 lessons consisting of text, interactive cards and quizzes.
It is a self-paced program available 24/7. Participants can learn at their own pace, anytime, anywhere and on any device.

CERTIFICATE

A participation certificate will be issued on completion of the course.

 
Course Content
Lessons
Session One: Course Overview
Session Two: Defining Branding
Session Three: What Are You All About?
Session Four: Creating a Mission
Session Five: Creating a Vision of the Future
Session Six: Positioning Your Brand
Session Seven: Developing Your Style
Session Eight: Developing a Brand Name and Slogan
Session Nine: Creating a Visual Identity
Session Ten: Living Your Brand
Session Eleven: Connecting with Customers
Session Twelve: Launching Your Brand
Session Thirteen: Taking Your Brand’s Pulse
Session Fourteen: Performing a SWOT Analysis
Session Fifteen: Measuring Brand Health with a Balanced Scorecard
Session Sixteen: Middleton’s Brand Matrix
Session Seventeen: Interpreting Evaluation Results
Session Eighteen: Keeping the Brand Alive
Session Nineteen: Going Beyond the Brand