Content - What we’ll be covering:
The importance of brands to companies - Branding success stories; Branding disaster stories; Branding structures; Valuing your brand.
Creating a strong brand - Vision, values and personality; Branding offline and online; Appealing to the five senses; Branding ‘touchpoints’; Organisation culture; Brand champions.
Brand insight - Asking the right background questions about the organisation, its products or services and the environment within which it operates.
Brand implementation with a focus on design - Asking the right questions about look and feel; Creating a complete solution – print, online, packaging and retail issues; Naming issues; Making the brand distinctive and unique – font, colour, symbol; Some basic rules to follow and things to be avoided.
Brand maintenance - Brand toolkit, artwork, guidelines, brand guardian; Brand protection; Selecting and working with branding consultants; Setting a realistic budget.
