Branding: Creating and Managing Your Corporate Brand

Cover the basics of branding, from visual identity and values to communicating to the designer and launch


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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 will get you started on the road to creating a perfect brand. This 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. Then 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. Learning objectives include:

  • 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

Course Content


Session One: Course Overview


Session Two: Defining Branding


Session Three: What Are You All About?


Session Four: Creating a Mission


Session Five: Creating a Vision of the Future


Session Six: Positioning Your Brand


Session Seven: Developing Your Style


Session Eight: Developing a Brand Name and Slogan


Session Nine: Creating a Visual Identity


Session Ten: Living Your Brand


Session Eleven: Connecting with Customers


Session Twelve: Launching Your Brand


Session Thirteen: Taking Your Brand’s Pulse


Session Fourteen: Performing a SWOT Analysis


Session Fifteen: Measuring Brand Health with a Balanced Scorecard


Session Sixteen: Middleton’s Brand Matrix


Session Seventeen: Interpreting Evaluation Results


Session Eighteen: Keeping the Brand Alive


Session Nineteen: Going Beyond the Brand

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