When people truly know and accept themselves then great things happen and they are poised for success. The same is true for brands. Shortcut this process by participating on this course and create a strong brand to take your business forward and make the right decisions from day one.
Brands have the power to create a strong emotional connection with customers and it is this bond which will drive your business growth and set it apart. In this course we look at how to use branding as an asset for your business to maximise its potential.
As a result of participating on this course you will have a consistent well thought through brand and a plan for growing your brand.
Ultimately it will provide you with a platform to develop consistency in terms of how your brand is talked about – to encourage more sales, and faster growth.
The journey we will follow starts by identifying where branding its into your offering. In terms of your brand we then get personal and examine your personality, where are you from and what’s your style?
We move onto the planning phase where we visit the pyramids and use a tried and tested brand building approach which culminates with the development of a brand community. In order to get out there we look at how to launch your brand with creative ideas. We conclude by future proofing your brand – planning ahead for structuring your brand(s) and looking at how you can capitalise on what you've built to sell a wider variety of offerings.
This session starts by looking at how perceptions are influenced by brands and our emotional relationship with organisations. We look at the components of a brand and a product. We then look at the definitions of branding – as there is a short sighted view that a brand is just a logo and it is so much more. To conclude we look at the advantages of a strong brand – from both a consumer and business perspective.
In this session we start by using metaphors to compare your brand as an analogy to see how you would describe its attributes. You are then introduced to brand personality dimensions and invited to describe your brand's personality. Personality attributes are discussed over different geographies as if you plan to operate in a number of countries your brand may need to adapt its personality in different locations. We look at the work of Millward Brown in terms of the valued attributes of brands across geographies and introduce their work on brand characters.
In this session we look at whether using your brand's origin in its story will give it an advantage. So this session distinguishes between global, foreign and local brands and defines the country of origin effect. You will understand how the country of origin effect is built in terms of branding and evaluate whether or not it is helpful to your brand. If so we'll discuss how best to build your story.
Brand elements are legally protectable devices that service to identify and differentiate the brand. The main ones are brand names, URLs, symbols and characters. In this session we start by developing a brand mantra and then identify the brand elements available and go through a criteria list to assess their suitability to your brand.
To build a brand we start off by looking at brand pillars and then use the CBBE model to produce a brand plan. These steps towards building your brand are inspired by the Customer-Based Brand Equity Model developed by Keller, adapted in this session to encourage start-ups to understand and have a go at this tried and tested brand-strengthening sequence. When all’s said and done it’s basically about the various facets of interaction with your customers, founded on good old human communication.
This session starts by recapping how brand value is built through imagery and performance. This session is accompanied by a number of practical exercises. We look at the traditional marketing toolkit and then are introduced to some more creative ideas to stimulate ideas to launch your brand. The session concludes by mapping your client journey from a branding perspective.
Brand Architecture looks at the way brands are structured for example how they are related to and differentiated from one another within an organisation. We look at the difference between corporate and family branding strategies. This session examines how some global brands are structured and the pros and cons of using both a masterbrand and an individual branding strategy.
This rules regarding brand extensions are still emerging and this session looks at how you can extend your brand and whether it is a potential future strategy for you to consider. If it is something you decide to pursue to increase your profiles we look at the guidelines as to be successful.
This final session recaps the course and how it was structured and the course goals.
I'm Hannah, an award winning entrepreneur with a passion for branding. I have won titles such as winner for the England region of ILM Learner of the Year. I was also featured in the Courvoisier the Future 500 Listings by the Observer newspaper and was listed in the Midlands Top 42 Leading Entrepreneurs Under 42 Years of Age.
Over ten years ago I founded Mischievous Marketing (MM) and we work with small businesses where their brand and marketing communications have a phenomenal impact on their business success.
In addition to being an entrepreneur I love learning and teaching to stimulate a continuous flow of new ideas and inspiration. I am module leader for global branding and advertising psychology at Masters level at a leading University. I also write and deliver training courses to start-up businesses on branding and mentor business start-ups.
In terms of professional credentials, I have an MBA from Durham University and I am a fellow of the Higher Education Academy. I believe that combining solid knowledge with passion and creativity not only leads to business success but also personal fulfillment. My style is passionate, genuine and informed and I aim is to offer you insights and ideas to embrace for your business success.