3 day Masterclass

Branding

PROFILE YOUR CUSTOMERS • CREATE A STRATEGIC BRAND PLAN • DRIVE FINANCIAL PERFORMANCE

DEVELOP A WINNING BRAND STRATEGY

Top marketers agree: brand experiences are a key component of brand strategy and drive brand performance. This three-day training course will help you build an effective brand strategy built around brand experiences.

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learn from the best

Capitalise on the Expert trainers 20+ years global brand strategy experience which span a variety of industries and geographies

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get the latest insight

Every participant will receive a copy of Building Brand Experiences: A Practical Guide to Retaining Brand Relevance

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get practical

Use the Strategic Brand Canvas to structure your thoughts and guide your approach to creating a strategic brand plan

Be in charge of your strategy 

This highly interactive 3-Day Masterclass in Branding will use the “Strategic Brand Plan Canvas” to help you develop a robust brand plan for your business. The Canvas is a practical management tool that will guide you step-by-step, through the process of defining, developing and delivering brand experiences. You will then look at how to measure brand performance in scientific ways so you can share your newly created plan with greater confidence and conviction. 

In just 3 days you will:

  • Know how to structure a strategic brand plan structured focused on delivering engaging brand experiences
  • Justify why your organization needs to invest in brands to your CFO, CEO and possibly CMO with greater confidence and conviction
  • Underpin your strategic brand plan with evidence and analysis so your thoughts are informed by robust insight not anecdote
  • Learn how you can deliver brand experiences your customers don’t even know they want or need, just yet
  • Articulate your brand essence so it drives revenues in existing and/or new markets
  • Learn why you need to engage nonmarketing functions such as HR, finance, and operations as part of your strategic brand plan
  • Craft brand stories that resonate with your target customers and / or other stakeholders
  • Develop your brands “Elevator Pitch” so can convey the benefits your brand delivers along with its point of difference succinctly
  • Utilise a ten step approach to strategic brand planning you can apply at your organisatio

Organisations that will benefit:

  • All Forward Thinking Companies
  • Airlines
  • Automotive
  • Financial services
  • Pharmaceuticals / biotech
  • Retailers
  • Technology companies
  • Telecoms operators

Who will attend:

  • Brand Sales & Marketing
  • Business Development & Sales
  • Channel Marketing
  • Corporate strategy
  • Customer / brand experience
  • Digital Communications/Marketing
  • Retail Marketing

Course Agenda

Day 1: Strategic Brand Plan Stage 1-4 ⇓

  • Introduction
  • Speed Networking
  • Structuring Your Strategic Brand Plan
  • Strategic Brand Plan Stage One: Profiling your target customer / other stakeholders
  • Strategic Brand Plan Stage Two: Clarifying the substance of your brand
  • Strategic Brand Plan Stage Three: Establishing the business case for your brand plan
  • Strategic Brand Plan Stage Four: Identifying sources of brand value
  • Strategic Brand Plan Stage Five: Using brand experience as a source of competitive advantage

Day 2: Strategic Brand Plan Stage 5-7 ⇓

  • Strategic Brand Plan Stage Six: Brand Essentials
  • Understanding brand values
  • Utilising your brand essence
  • Clarifying your brand promise
  • Clarifying your brand positioning
  • Brand repositioning

Day 3: Strategic Brand Plan Stage 8-10 ⇓

  • Strategic Brand Plan Stage Seven: Building brand experiences
  • Brand Personality
  • Corporate Visual Identity
  • Consistent Communication
  • Human Resource Initiatives
  • Employee and Customer Engagement
  • Multisensory Branding
  • Strategic Brand Plan Stage Eight: Determining your brand’s value proposition
  • Strategic Brand Plan Stage Nine: Brand portfolio management
  • Strategic Brand Plan Stage Ten: Applying brand metrics to your organization
  • CEO interview/role play

For further information please call: +44 (0)207 092 1045

  • “Excellent content delivery, interactive group work, and interesting participant mix made this a really worthwhile and enjoyable training course”

    - Director of Branding and Events, Telecoms, France

  • “Darren really knows what he is talking about when it comes to branding. This course was definitely worth flying over to London for.”

    - Head of Marketing, Global Pharmaceuticals Brand

  • “Darren’s branding course was relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process.”

    - Marketing Director, Automotive, USA

  • “Very good & excellent trainer - was an eye-opener for me that helped me realize business opportunities”

    - Brunei Investment Agency, Assistant General Manager

  • “Darren is very patient, a good listener and offers great solutions in Branding to the company. He was very good at sharing knowledge”

    - Armada Properties Sdn Bhd, SMD Officer

  • “Darren is a great trainer. Witty and very engaging. Importantly very knowledgeable and has a sound understanding of Asian markets”

    - Singapore Prison Services, Manager - Corporate Communications & Branding

  • “Darren was a great trainer, helped me a lot in differentiating between something that is dry product driven versus something that is brand driven.”

    - Asiafoods Cooperation, Brand manager

  • “I would love to attend other courses with Terrapinn”

    - Banta Furniture Company, Public Relations & Marketing Director

IN-HOUSE

We can come to you too! If you have a team of six or more, why not hold a private course? Our experts come to you and the course is tailored to your requirements.

Call +44 (0)20 7092 1045 (United Kingdom)
or emma-jane.dinan@terrapinn.com (Asia Pacific)
for more details

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