Advanced Branding

How deeply have you thought about your brand? Is it intentional, or just an afterthought? What does each component—your logo, your website, your service, and even your culture—say to customers? Advanced branding means thinking about what distinguishes your company from the rest, and incorporating it into every single touchpoint of the business: design, messaging, marketing and PR, and company vision. Learn what branding really is, how it works, and how you can build and maintain a more competitive brand, in this course with marketing expert Brad Batesole. Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.

Learning objectives
Explain the definition of a brand and its role in differentiating a business from competitors.
Describe the purpose and value of a brand in building customer trust and loyalty.
Identify the key components and objectives of a brand strategy.
Summarize the steps for creating a compelling and authentic vision statement.
Determine the purpose of a customer touchpoint and its role in reinforcing brand identity.
Distinguish between two common types of brand detractors and their impact on perception.
Recall the essential elements for achieving and sustaining high brand equity.
Analyze methods for maintaining brand consistency across various customer touchpoints.
Develop strategies to monitor and adapt your brand as your company evolves.