1

Building Brands Buyers Love

1H:00M

Understand

• What great brands do for companies
• Why buyers love brands – the emotional connection & the logical alibi (the art and science of branding)
• The key components of a brand

2

Exercise: Brand Audit

1H:00M

Exercise: Execute a high-level brand audit of customer perceptions against what the brand is supposed to deliver. This is critical to understanding the current status of the brand.

3

Brand Strategy, Promise, Positioning and Personality

2H:00M

Understand the principles of 

• Corporate and Brand Strategy
• Brand architecture
• Creating a compelling brand promise
• Positioning your brand against the competition
• Matching your brand personality to promise & positioning

Exercise: Build draft brand promise, personality and positioning based on research and competition.

4

Brand Identity & Sensory Branding

2H:00M

Understand how to use these components of brand identity effectively

• Naming
• Logos, Symbols, Taglines & Jingles
• Mascots and Spokespersons
• Packaging
• Sensory branding

Learn how to manage Brand Extensions & Co-branding

Exercise: Review company’s brand identity and identify opportunities for improvement.

5

Brand Campaign and Brand Journey

1H:00M

Understand the principles of IMC

• Media Tactics: Paid, Owned & Earned
• The need for integration of media with the customer journey

Exercise: Map out a customer journey and apply appropriate media

6

Brand Experience, Research, Tracking & Internalizing

1H:00M

Learn the importance of managing all touch points of the brand experience.

Understand appropriate types of research required to gain customer insights

Understand the Brand Internalization Process

Exercise: Identify the key research questions that, if answered, will move the brand forward significantly.