Brand, What Brand?

Whether you know it or not your organization has a brand. Think of it as the things people say about you when you’re not in the room. So you need to be in command, as much as possible, of what words they use to describe you. Having a strong brand is about creating the stories that are told about what you do and how you do it differently than others.

Brand management is about understanding and effectively communicating your authentic and compelling brand promise. Your brand strategy is central to your business strategy. It is your most important asset. So managing it effectively is critical to your success.

This workshop will cover the following:

• Understanding brand identity and brand architecture;

• Tools and techniques of developing and maintaining a successful brand;

• Developing and maintaining a strong brand culture;

• Unique brand challenges for the charity and social service sector working with multiple stakeholders.

If possible, participants should bring with them their corporate mission and vision statements, along with their core values and promise statements.