Brand Positioning and Branding Mix

Section One: Introduction to Branding

• What do we mean by Branding?
• What is the Purpose of a Brand?
• What makes up a brand?
• What is the brand system?
• Elements of a brand: logo block, strapline, typefaces, typography, colors, the tone of voice, photographic style, grids
• A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
• Create a brand strategy
• Frame of Reference
• Conduct an internal brand audit

Section Two: Branding Mix

• How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
• Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store
• Co-ordinating and integrating marketing communication activities
• Insights into media planning and buying
• Developing effective messages using the different types of appeals
• Creating content audiences pay attention to and understand

Section Three:  Brand Development & Brand Experience

• More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
• Defining a unique selling proposition
• Creating a Vision Statement
• Identifying Brand Personality
• Evaluating Brand Visuals
• Selecting Brand Colors
• Evaluating Brand Language
• Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles

Section Four: Brand Management

• The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
  
• The influence of touchpoints
• Branding through storytelling
• Exploring your customer journey
• Internal Brand Culture
• Winning support from key internal personnel for implementation
• Brand Responsibility
• Presenting the challenges you will face implementing your plan, for feedback and support

Section Five: Brand Loyalty & Validation

• Net Promoter Score
• Brand Promoters
• Brand Detractions
• What is Brand Equity
• How to Measure Equity
• Putting all together
• Best Practice Branding Case Studies
• Conclusion