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Branding Masterclass


Course Outline

The Branding Masterclass will help you plan, build and implement a compelling brand from brief to creation and implementation. The workshop outlines the importance of determining the personality and character of the brand and how it influences the customer experience through employees and external audiences.

Learn how to use brand strategy to create a sustainable and differentiated brand proposition. Using practical exercises and examples learn how to plan and create your own brand, presenting this to the others on the course.

Business branding decisions


Understand the process on how to make branding central to your organisation’s success, developing the skills to manage and sustain brand value and to create a differentiated and authentic brand proposition built on the firm foundations of a solid strategy.  Understand how your compelling brand proposition is created, implemented, communicated and sustained.


This Masterclass course is designed for people interested in branding and the effective communication of the brand. The attendees will ideally have the responsibility to manage and instigate brand identity communications and is appropriate for Marketing Executives, Marketing Managers, Marketing Directors, Business Owners, Graphic Designers and Design Managers from start-ups to established enterprises.


Brand importance

Structuring your strategic brand plan

Profiling your target customer and exploring your brand context

Clarifying the substance of your brand

Establishing the business case for your brand plan

Identifying sources of value in your brand


Brand architecture / Brand archetypes

Brand strategy

Brand culture

Defining your Brand Values

Articulating your brand essence

Clarifying your brand promise

Establishing your brand positioning

Stating value proposition

Understanding your brand experience

Brand design

Brand identity

Brand experience

Building A Holistic Service Brand Experience

Brand Personality

Corporate Visual Identity

Consistent Communications

Human Resource Initiatives

Employee & Customer Engagement

Multisensory Branding

Brand portfolio management

Understanding and applying brand metrics

Employer Branding

Downloadable Resources

Course Outline

How to take this course

In-company Training

E Learning

Public Courses

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