Creating Your Brand

Your brand is the vehicle that propels your product or service into your customers' lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to.

This course will get you started on the road to creating a perfect brand. The first part of the course will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. The second part will focus on how to put your brand out there in the right way. We'll also talk about how to keep your brand energized and alive with monitoring and evaluation tools.

Learning Objectives

  Learning Objectives

At the end of this course, you will be able to:

  • Define what a brand is (particularly a strong brand) and what branding is about.
  • Define various types of brand architecture and brand extension.
  • Identify your brand's products, the features of those products, and their values.
  • Write a mission, vision, and style statement for a brand.
  • Describe the basics of positioning a brand.
  • Understand the basics of creating a visual identity, including a brand name, slogan, and logo.
  • Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints.
  • Effectively plan an internal and external brand launch.
  • Monitor and evaluate your brand, and understand how to respond to the results.