Corporate Branding in the Social World

Course Introduction

Your brand speaks volumes. Brands occupy a specific space in customer's minds. They are essential to creating and capturing value and the capture and retention of loyal customers. Increasingly, in a world where Social Media is ubiquitous, Corporations and Company brands are under the microscope too. The effect of a brand (be it strong or weak) can significantly affect your business, which happens globally and often instantaneously. We all know that brands are important, so much so that they are now listed as assets in company accounts, but precisely what are they? How do we create them and use them to grow our businesses? Also, what about the intangible aspects of Brands? In these days where so much business is done solely online and where internet technologies combine to commoditise even the proudest of brands, how can we ensure that we survive and thrive?

This training course has been designed ‘from the ground-up', accessing case studies of success stories and Global best practices and will take delegates through a proven system and series of steps to help highlight, create, and accentuate a brand throughout the organisation. Mixing tangible and intangible, real and virtual facets, your brands will be analysed and leveraged and combined, so they work synergistically together to achieve excellent results across multiple departments and business units.

This training course will highlight the following:

• The True Meaning of Value
• How Brands affect Customer’s minds, Attitudes and Behaviours
• How to use Product/Service and Corporate Brands to create new and lasting value
• How to Brand your organisation online
• How to develop and execute Brand Plans and Strategies on and offline

Objectives

After attending this training course, the delegates will be able to:

• Recognise how Vision, Values and Culture permeate through every aspect of the brand
• Understand what makes a ‘Brand’ different to a ‘Product’
• Know the value is created and destroyed and the significance of brands in the process
• Learn how to build a brand
• Understand Customer segments and personas
• Comprehend how to create and communicate compelling value propositions that support the brand

Training Methodology

This training course is a mixture of lecture, video presentation, trainer-facilitated workshop exercises, case study analysis and Role-play. The style is fast and fun; learning occurs best when enjoyable and frequently reviewed, so the sessions are fun, interactive and frequently reviewed.

Professional Impact

This training course will help attendees become more expressive and creative communicators. They will learn how to leverage the power of their brands at the product/service and corporate level.

The participants will be able to:

• What Value is, how it is created, how it is destroyed and how it migrates from one company to another
• How the customer thinks, why he says “yes” why he says ‘No’
• How to build a corporate reputation that customers respond to
• Engaging online with customers
• Creating compelling Propositions that resonate with customers and get results
• How to use Social to campaign and support your Brand-Building

Target Audience

There are a great many Executives who would benefit from attending this training course, but it may be of particular interest to:

• Marketing Executives
• Board Members
• Product Managers
• Key Account Executives
• Business Development Professionals and
• Entrepreneurs/SME business owners

Daily Topics

DAY ONE: CORPORATE CULTURE

• Mission, Vision & Values
• Brand Architecture
• Corporate Culture
• Corporate Image
• Market Positioning

DAY TWO: BUILDING BRAND EQUITY

• Customer Segmentation
• Customer Personas
• Proposition Building
• Proposition Value/Metrics
• Cross-Business Proposition-Building exercise
• Up and Cross-selling

DAY THREE: BEING SOCIAL

• Building an Audience-led Social Marketing Plan
• Social Media Campaigns: Metrics & Outcomes
• Cross-Business Social Media Campaign planning
• Value Chains
• Value Chain Management

DAY FOUR: CUSTOMER PSYCHOLOGY

• Inside the Customer’s Mind
• Customer Personality Types
• Behavioural Economics
• Heuristics & Habit
• The Science of Persuasion

DAY FIVE: CREATING YOUR CORPORATE BRANDING PLAN

• Selecting Accounts
• Matching Propositions to Personas
• Social & Online: What platforms, what voice? workshop
• Creating a leveraged online ‘Elevator pitch’
• Metrics & Outcomes
• Resourcing
• Next Steps

For registration & more information please contact

NAYEL Training Centre 

T: +971 4 379 7245 | M: +971 50 249 6876 WhatsApp +971 50 249 6876

Email [email protected]