Day 1 – Brand Strategy and Positioning
1. Foundations of Brand Management
- Understanding the role of branding in business growth
- Differentiating brand, product, and corporate identity
- Linking brand strategy to organisational objectives
2. Brand Positioning
- Defining target customer segments
- Developing a clear value proposition
- Creating competitive brand positioning
3. Brand Audit
- Assessing current brand performance
- Evaluating customer touchpoints
- Identifying strengths, weaknesses, and improvement opportunities
Day 2 – Brand Identity and Customer Experience
1. Building Brand Identity
- Defining brand purpose, vision, and values
- Developing brand personality
- Creating consistent visual and verbal identity
2. Brand Messaging
- Writing clear and consistent brand messages
- Adapting messages for different audiences
- Maintaining consistency across communication channels
3. Customer Experience Management
- Mapping the customer journey
- Identifying key brand interactions
- Improving customer experience through branding
Day 3 – Brand Planning and Governance
1. Developing a Brand Plan
- Setting measurable branding objectives
- Prioritising strategic initiatives
- Allocating resources and budgets
2. Brand Governance
- Establishing brand guidelines
- Managing brand consistency across departments
- Supporting external partners and agencies
3. Internal Brand Alignment
- Engaging employees with the brand
- Strengthening internal communication
- Building organisational brand ownership
Day 4 – Measuring Brand Performance
1. Brand Performance Metrics
- Selecting appropriate KPIs
- Measuring awareness and perception
- Monitoring customer engagement
2. Brand Research and Testing
- Conducting customer feedback surveys
- Testing marketing messages
- Evaluating campaign effectiveness
3. Reporting Brand Results
- Preparing management reports
- Linking brand performance to business outcomes
- Recommending continuous improvements
Day 5 – Practical Brand Management Workshop
1. Brand Audit Exercise
- Reviewing a real or simulated brand
- Identifying priority improvement areas
- Presenting audit findings
2. Brand Strategy Development
- Creating a 12-month brand action plan
- Defining governance and measurement activities
- Preparing implementation priorities
3. Brand Review and Action Planning
- Reviewing brand management tools and frameworks
- Preparing a personal implementation plan
- Course review, feedback and implementation planning
