CONSULTANCY Strategic Brand Management
TRAINING Brand Workshops and Courses
INSIGHTS Speaking, News Media, Opinions

OVERVIEW:
Learn with practical exercises and world-class examples, how to communicate a brand idea through its identity. A creative and inspirational course revealing how the outward expression of the brand conveys a unique set of qualities to its audience. You will discover how each element of the identity contributes to the brands perception: name, strapline, logo, mascots, colour, typography and aesthetics.

The delegate will gain an understanding of how the careful selection, design and application of brand identity elements contribute to build a distinctive and authentic brand. They will learn how the successful combination of these facets projects a powerful image that conveys the visual manifestation of the business strategy. The organisation will gain an insight of the benefits of design and creativity to build a valuable and legally protectable asset for their brand or brands. The delegate will bring back new ideas to build equity in your brand and communicate your business strategy visually with a strong identity.

WHO SHOULD ATTEND:
The Brand Identity 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. It is suitable for Marketing Professionals, Business Owners and Managers, Entrepreneurs and Graduates.

LEARNING OUTCOMES/BENEFITS FOR ORGANISATION:
• How to plan, implement and protect the brand identity.
• How choice of brand name can connect with the intended audience.
• How a strapline can convey your proposition and personality.
• What qualities contribute to a powerful logo.
• How Mascots use emotion to make the intangible brand tangible.
• How Colour can influence consumer behaviour.
• How choice of font can become the handwriting of the brand.
• How the look and feel of a brand enhances the brand experience.

COURSE CONTENT:

Brand Identity Planning
• The Creative Brief
• Brand Architecture

Brand Identity Elements
• Brand Name
• Straplines
• Logo
• Colour
• Aesthetics

Brand Book and Guidelines
• Brand Book
• Brand Guidelines

Brand Identity Implementation
• Brand Artwork and Reproduction
• Intellectual property and benefits

DELIVERY STYLE:
The course delivery style and methods include:

• Interactive
• Practical exercises
• World-class examples
• Group work
• Games and learning exercises
• Creativity
• Inspirational case studies

[BOOK HERE] This course is delivered by Paul Hitchens through the Chartered Institute of Marketing.

ABOUT THE COURSE DIRECTOR:
Paul Hitchens is an award winning creative with over 25 years experience in brand communications. He is the author of two educational books on branding: ‘Create the Perfect Brand: Teach Yourself’, and ‘Successful Brand Management in a Week: Teach Yourself’, published by Hodder Education. Paul is a writer and industry commentator and has contributed his branding opinions to some of the UK’s most respected news organisations including; The BBC, ITV and Channel5. He previously worked for the renowned brand consultancy Wolff Olins concentrating on Automotive brands, including Vauxhall and Saab, before founding his own brand consultancy.

Choose a course for a detailed outline:
Courses - Brand Masterclass - Brand Identity - Core Values
Brand Touchpoints - Employer Branding - Global Branding

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