Branding: Creating and Managing Your Corporate Brand

This course is part of the Entrepreneurship & Business Development Specialization

Course Overview

Your brand is the vehicle that propels your product or service into your customer’s 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 half 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 half 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.

ENROLL IN COURSE

What you'll learn

⇒ 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

Self-Paced

Learn at your own schedule

12 hours

Estimated time of complete

English

Language

$79.00

Cost

Verifiable

Verified Certificate

Average Salary by Brand Analysts

$83,508

ENROLL IN COURSE

Course Outline

Session 1: Course Overview

– Course Overview
– Learning Objectives
– Pre-Assignment
– Pre-Course Assessment

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

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 Bran

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
– 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

Last Sessions

Session 20: A Personal Action Plan
Starting Point
Where I Want to Go
How I Will Get There
21. Summary
22. Recommended Reading List
23. Post-Course Assessment