About Corporate Identity and Brand Management
This course gives marketing, communications, and business professionals a complete framework for building and protecting a brand as a real business asset, not just a creative exercise. It covers everything from what a brand actually is and how it creates value, through to developing brand champions, launching a brand, and protecting it over time.
You'll start by understanding what a brand needs to achieve and how it connects to your organisation's mission and values, then move into the practical work of creating an effective brand, including customer insight and buyer personas. From there, the course covers building support for the brand through champions and ambassadors, explaining the brand through guidelines and launch plans, and finishing with how to monitor and protect brand integrity over the long term.
By the end, you'll develop and present your own original brand concept as a practical application of everything covered.
Expected Outcomes
The course is structured around five stages — from understanding what a brand is through to protecting it over time — so each skill builds toward a complete brand management capability. By the end, you'll be able to:
- Define what a brand is and how it adds real organisational value
- Apply the key criteria for a branding strategy and the elements of brand identity
- Develop brand values and value propositions grounded in customer insight
- Identify brand champions and empower employees as effective brand ambassadors
- Demonstrate brand worth to shareholders using the ISO 10668 standard
- Create branding guidelines, communications plans, and a brand launch strategy
- Monitor customer perception and media coverage to protect brand integrity
- Recognise when and how to refresh a brand while maintaining trust
Training Method
The course moves progressively from brand strategy fundamentals through to identity development, stakeholder engagement, brand launch, and long-term protection, with each stage building on the last. You'll start by understanding the importance of branding and how it connects to organisational mission and values, then work through creating an effective brand using customer insight and buyer personas.
From there, you'll focus on developing support for the brand through champions and ambassadors, before learning how to explain the brand through guidelines, communications plans, and launch events. The course closes with how to monitor and protect the brand over time. Throughout, you'll work through brand strategy workshops, customer insight exercises, and a final brand creation and presentation exercise, so you leave having built and presented your own brand concept.
