Overview
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Branding shouldn't be an afterthought. Learn how to build and maintain a more competitive company identity with these advanced branding strategies.
Syllabus
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Introduction
- The importance of branding
- What we mean by branding
- What is the purpose of a brand?
- What makes up a brand?
- What is the brand system?
- Create a brand strategy
- Frame of reference
- Conduct an internal brand audit
- Brand positioning
- Define a unique selling proposition
- Create a vision statement
- Brand personality
- Evaluate brand visuals
- Select brand colors
- Evaluate the brand language
- The influence of touch points
- Branding through storytelling
- Exploring the customer journey
- Internal brand culture
- Brand responsibility
- Overcome damaging events
- Net promoter score
- Brand promoters
- Brand detractors
- What is brand equity?
- How to measure brand equity
