Corporate Identity & Brand Management

OVERVIEW

How your brand is perceived within your own country, and internationally, whether it stands out from competitors, is more important than ever. This innovative branding master-class helps participants plan, implement, launch and manage an effective brand that wins internal and external support. This short program will boost and refine the competencies of image makers, corporate communication and brand managers by empowering them with up-to-date crisis communication tools. It will feature practical strategic sessions by looking at some organizations that bounced back from crisis that borders on their reputation and brand perception

We look at what brands are, why organisations need one, what value they bring and how to build and manage a brand. Our five days together include lots of real-life examples to inspire participants to create their own brand. It will acquaint participants with the act of reputation management and effective deployment of a robust communication strategy as key to survival in a volatile environment like ours.

This training course will feature:

  • Defining a strategy for your brand
  • Linking branding to corporate vision, mission, values and culture
  • Expressing brand through its image, personality and characteristics
  • Explaining the brand to stakeholders and wining their support and loyalty
  • Sustaining and evolving the brand over time

KEY LEARNING OUTCOMES:

The outcome of attending this program cannot be over emphasized; The participants will be able to:

  • Explain the benefits of branding and how to use a brand to support their organisation’s business purpose
  • Use the principles of branding to develop an effective brand for their organisation, or refine the existing brand
  • Develop support for the brand from a wide cross section of stakeholders including executives, employees, customers, influencers and the media
  • Create a range of print, online, multimedia and face2face collateral to explain what the brand stands for and how to use it
  • Use mechanisms to monitor the brand over time, including performance and perceptions, recommending effective ways of refreshing the brand when needed

TRAINING LEARNING CONTENT:

THE IMPORTANCE OF BRANDING

  • What is a brand?
  • What do leaders expect when they invest in branding?
  • Who owns our brand?
  • How do brands add value to an organization?
  • How to link brand to the organisation’s mission, vision, values and purpose?
  • What should a brand include? – differentiation, relevance, trust, emotion

CREATING AN EFFECTIVE BRAND

  • 8 key criteria for a branding strategy
  • 7 essential elements of a brand’s identity
  • Developing brand values and value propositions
  • Using customer insights to build the brand
  • Creating buyer personas that resonate with customers and potential customers
  • Connecting brand to the past, present and future

DEVELOPING SUPPORT FOR THE BRAND

  • Finding a brand champion from the leadership team
  • Characteristics of great brand champions
  • Empowering employees as brand ambassadors
  • Using celebrities as brand ambassadors
  • Developing fans and bloggers as online brand ambassadors
  • Proving the brand’s worth to shareholders using the international standard ISO 10668

EXPLAINING THE BRAND

  • Developing the branding guidelines
  • Creating the brand manual
  • Running branding workshops for employees and creative agencies
  • Developing a branding communications plan for internal and external audiences
  • Running a brand launch event
  • Ensuring consistent delivery of multiple launch events

PROTECTING THE BRAND OVER TIME

  • Monitoring customers’ experiences and perceptions of the brand
  • Monitoring opinion formers’ and influencers’ views
  • Monitoring what is said in the media
  • Knowing when to refresh the brand
  • Exercise where participants create and present their own brand
  • Action planning to take learning back into the workplace

DELIVERY MODE:

The trainer will use a variety of training methods including, presentations that share both theory and industry best practices with practical sessions in accordance with adult learning and blended learner-centred principles. Learning is interactive, hands-on, experiential, peer-sharing, reflective and self-directed.

TARGET AUDIENCE IDENTIFIED:

This course is recommended for personnel and managers in:

  • Corporate Communications
  • Brand/Marketing
  • Business Development
  • Public Relations
  • Media/Advertising 

INVESTMENT IN KNOWLEDGE                                         

N150, 000.00, this fee covers expert tuition, training kits and brochure, souvenirs and certificate of completion, and feeding (tea break, lunch (buffet) throughout the duration of the Programme

OTHER DETAILS

Venue:             2nd Floor

Lagos Chambers of Commerce & Industry Building (LCCI)

Bola Tinubu Way, Beside Marwa/MKO Garden

Alausa Ikeja,

Lagos,

Date:                September 4-6, 2019

Time:               9a.m. Daily

HOW TO REGISTER

E-mail: training@spcpatternsconsulting.comCall:  +234 805 444 8597 +234 708 503 9947 +234 809 631 1690 

Pay in favour of SPC PATTERNS CONSULTING into the following banks
GTBANK – 0003651617
FCMB – 2733813011

Print & Send Brochure form with a draft in favour of SPC PATTERNS CONSULTING

FURTHER INFORMATION

  • Certificate of participation exclusive to all participants
  • Subscription to this program is currently open and will stay open until one week before the course.
REGISTER
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