Course Overview
This course explores how to build, manage, and measure a powerful brand in the digital age. Participants will learn classic branding principles and how to apply them dynamically across digital touchpoints to create distinction and emotional connection.
Course Duration
5 Days
Target Audience
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Brand Managers and Marketing Directors
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Entrepreneurs and Startup Founders
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Content Strategists and Communications professionals
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Digital Marketing Managers
Personal Impact
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Gain a sophisticated understanding of how to build brand equity online
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Learn to craft a compelling brand story and manage brand perception
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Develop skills to maintain brand consistency across digital channels
Organizational Impact
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Build a stronger, more distinctive brand that commands premium pricing
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Foster customer loyalty and create a long-term business asset
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Ensure consistent brand representation across all digital touchpoints
Course Outline
Course Objectives
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Understand the key elements of brand identity and architecture
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Develop a unique brand positioning statement and value proposition
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Craft a compelling brand narrative and story
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Learn to express the brand through visual and verbal identity across digital channels
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Manage brand reputation and community engagement online
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Measure brand health and equity with digital metrics
Course Modules
Course Outline
Module 1: Fundamentals of Brand Strategy in a Digital World
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Digital branding principles and challenges
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Brand architecture and portfolio management
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Case Study: How Nike's digital branding reinforces its core "Just Do It" positioning
Module 2: Competitive Positioning & Brand Archetypes
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Competitive analysis and positioning strategies
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Brand archetypes and personality development
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Real-Life Project: Conduct a competitive brand analysis and define brand archetype
Module 3: Building Your Brand Identity: Voice, Tone, and Visuals
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Visual identity development for digital platforms
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Brand voice and tone guidelines
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Case Study: Analyzing Mailchimp's distinctive and consistent brand voice
Module 4: Storytelling & Content Strategy for Brand Building
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Brand storytelling techniques
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Content strategy for brand building
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Real-Life Project: Develop a content pillar strategy and storyboard
Module 5: Brand Governance, Community Management & Measurement
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Brand governance frameworks
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Community management strategies
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Case Study: How Glossier built a cult brand through community engagement
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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