Summary
Brand reputation is essential to the success of your business. You need to reach out to your target audience and present an image that not only appeals to their interests but also helps them to trust your company, make more purchases, and recommend you to their friends and family. Organic marketing in this way is the cheapest and most effective way of getting interested customers through your doors.
Being a brand manager means that you need to work with a design team, a copywriter, and a business manager to develop an effective brand that fits the company, makes a positive impact, and will stand the test of time. Once a brand image is created, it’s not just about getting this out to the market, you will also need to put the image concept through your stakeholders and partners to ensure it ticks every box before it goes ahead.
Becoming a successful brand manager means that you’ll need to think outside the box, take an innovative view of the brand to come up with something completely fresh and trustworthy, and also develop your interpersonal and negotiation skills in order to pitch your ideas to the wider company.
Brand managing means developing mutually beneficial working relationships with multiple parties to understand the nuances involved in creating a new brand from multiple departmental angles. You will need to develop time management and organisational skills that allow you to manage a strategic roadmap of change to roll out an amazing project and new brand design that the internal and external audiences will both love.
- To understand the impact of a brand design on the wider business.
- To scrutinise other brands and determine what makes them successful.
- To develop your negotiation skills in order to pitch a successful project.
- To become a leader of a project team to motivate and guide the project rollout.
- To use your time management and organisational skills to develop a strategic roadmap for the rollout.
- To take on feedback constructively and put it into practice.
- To undertake market research to understand the needs of your audience.
- To conduct a full brand audit and understand where the pain points are.
- To craft a brand statement that encompasses your values and gains buy-in from internal customers.
This training is designed for anyone who is responsible for creating a new brand, or marketing strategy or is involved in research of a company’s changing target audience. It would be most beneficial for:
- Marketing Managers
- Business Account Managers
- Designers
- Copywriters
- Business Owners
- Project Planners
- Change Managers
- Data Analysts
- Brand Managers
This training uses a variety of adult learning methods to aid full comprehension and understanding. Participants will view presentations containing other companies who have been through brand development, review their changes and conversion increases as a result.
They will conduct group work with customer segmentation and personality types to understand how a brand change could benefit the business and work on providing suggested changes to more effectively engage the audience. Together, they will be provided with a mock-up company and be asked to pitch back a potential brand change to the rest of the group, citing the reasons and expected benefits of the amendments.
Course Content & Outline
- A brand design definition.
- Why your brand matters to your business.
- Branding vs. marketing.
- Opportunities to improve and support branding changes.
- Branding challenges in the modern market.
- Customer brand equity.
- The benefits of customer brand equity on your business.
- Your positioning model.
- Your role as a mediator.
- Value chain management.
- Developing your brand vision and setting goals.
- Looking and competitors and understanding your place in the market.
- Fulfilling your contractual requirements.
- Brand communication and return on investment.
- Reviewing budgeting and how you can make positive change.
- Establishing brand values.
- Planning your strategic roadmap.
- Implementing brand change plans.
- Measuring performance and interpreting consumer change.
- Sustainable development and recognising failures.
- Establishing brand loyalty and trust.
- Developing brand awareness.
- Scrutinising brand associations and making developments to avoid negativity.
- Elements of brand identity.
- The essence of your brand.
- Brand philosophy.
- Brand growth and strategy.
- Fighting for brand freedom.
- Brand and line extensions.
- Brand auditing and definition.
- Auditing techniques.
- Creating brand questionnaires to understand effectiveness.
- Evaluating brand development performance.
- Assessing feedback and making positive changes.
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