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

OVERVIEW:
Clearly defined core values are at the centre of a healthy corporate culture. Strong values provide an ethical code of behaviour that influences staff, suppliers and customers. When employees share a brand’s core values they are more likely to feel content, empowered and fulfilled. Shared values can shape a behavioural framework that enables an organisation to realise its brands vision and achieve its true purpose. Values may originally derive from an organisation’s founders and evolve over time as a business flourishes. If you do not clarify and communicate these values, they may become diluted and compromise the qualities that made the organisation successful in the first place.

Core Values are the foundations on which strong brands may be built. These values should be clear and relevant to each employee at every stage of their relationship with the organisation. The more work you put into defining what your organisation stands for and how you expect your staff to behave, the more your brand will grow in stature and performance.

WHO SHOULD ATTEND:
The Core Values course is designed for people interested in brands, values and ethics. It is ideal for HR professionals, Recruitment Specialists, Marketing Professionals, Business Owners and Managers, Entrepreneurs and Graduates.

LEARNING OUTCOMES/BENEFITS FOR ORGANISATION:
• What are values and why they matter
• Where values come from and how they link to a healthy culture
• The four types of values
• Systems for understanding values
• Exercises to help you uncover and define your core values
• Choosing Values to deliver behaviours
• Adding personality to your core values
• Write a Core Values Statement

COURSE CONTENT:

Introduction to Core Values
• Why do we need values
• What are values
• Values systems
• Industry sector and Country values

Values Creation
• Leaders personal beliefs and values
• Company values health check
• Four types of organizational values
• Identifying your values

Behaviours - Implementing Values
• Adding personality to your values
• Assigning behaviours to values
• Behaviours on four levels – Body, Mind, Heart and Soul
• Role models - Brand Champion and Brand Ambassadors

Culture - Sustaining Values
• Communicating your values - storytelling
• Living the values – touchpoints and brand experience
• Recruiting on values
• How values support the Employer Brand

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 Symposium Events.

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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