Course outline for
Branding: Creating and Managing Your Corporate Brand

How to Use This Guide

Session One: Course Overview

Session Two: Defining Branding

Defining Brands and Branding

Characteristics of a Strong Brand

Session Three: What Are You All About?

Identifying Your Products and Features

Identifying Your Values

Individual Exercise

Session Four: Creating a Mission

What a Mission Statement is All About

Time for Reflection

Session Five: Creating a Vision of the Future

Session Six: Positioning Your Brand

Identifying Your Ideal Position

Positioning Workout

Session Seven: Developing Your Style

Writing a Style Statement

Style Exercise

Session Eight: Developing a Brand Name and Slogan

The Forward-Facing Elements

Developing Your Brand Name

Developing a Slogan

Session Nine: Creating a Visual Identity

Graphic Design 101

Types of Visual Identities

Pop Culture Test

Session Ten: Living Your Brand

Transforming Your Employees into Ambassadors

Understanding Touchpoints

Creating a Unique Experience at Each Touchpoint

Session Eleven: Connecting with Customers

Session Twelve: Launching Your Brand

Session Thirteen: Taking Your Brand’s Pulse

Session Fourteen: Performing a SWOT Analysis

What Does SWOT Stand For?

Sample SWOT Analysis

Session Fifteen: Measuring Brand Health with a Balanced Scorecard

Session Sixteen: Middleton’s Brand Matrix

Understanding the Matrix

Using the Matrix

Session Seventeen: Interpreting Evaluation Results

Session Eighteen: Keeping the Brand Alive

Refreshing and Re-Launching

Taking on a Total Re-Brand

Case Study

Session Nineteen: Going Beyond the Brand

Understanding Brand Architecture

Understanding Brand Extension

Recommended Reading List

Post-Course Assessment

Pre- and Post-Assessment Answer Keys

Personal Action Plan