Brand strength for sustainability
Your brand isn't just your logo: it's your most valuable intangible asset.
Particularly when times are tough, you can refine your brand as a management/change management tool to inspire and build efficient teams with common purpose, and to create advantage.
Whilst many will turn away from the brand/marketing arena in response to cost-saving imperatives, organisations with vision jump into the breach and grow their own brands into the space that is left. This one-day course covers the fundamental principles of branding – including image and identity, audiences and stakeholder groups, benefits and behaviour – and how brand building during cutbacks will be your smartest move.
Delegates will learn to focus on markets/audiences by:
- Prioritising primary, secondary and other customer groups
- Assessing current standing with audiences and, critically, ideal audiences
- Reviewing and positioning with similar organisations
- Identifying and consolidating key points of difference or USPs
- Defining key messages for consistent, professional marketing communication
- Evolving a distinctive ‘tone’ or personality to support brand recognition
- Shaping marketing strategy.
And to focus on staff by:
- Helping to define vision, mission and values
- Engaging and motivating teams around common goals
- Establishing healthy internal communication to sustain motivation
- Assessing internal perspectives, identifying/resolving issues
- Helping to maximise and measure performance (particularly through times of change).
Who will benefit from attending?
All those involved in brand development and strategy, including marketing managers, chief officers and senior managers.
Our trainer
Paula Barrow is Director of Marketing and Communications at Manchester Business School, one of the world’s leading academic institutions and the UK’s largest business school. She advises on branding as a strategic management tool to a broad range of private and public sector clients, both on behalf of the school and as an independent consultant. Paula makes regular presentations to and trains at events such as the annual Marketing Week Business School Conference and the Association of Business Schools’ programme for the development of senior managers (she is the only presenter to have ever been scored by participants at 100% on the ABS programme). Her previous career history includes: Head of Brand Development, UKTV (BBC Worldwide); Director of Youth Marketing, Hill and Knowlton, London; European Marketing Manager, Levi Strauss & Co.
HQN has a track record of helping organisations achieve real and lasting performance improvements. If you are interested in accessing this training package please contact us by emailing training@hqnetwork.co.uk
