Brand Masterclass

This masterclass will help delegates create and implement programmes to deliver a great customer experience; one that sets their organisation apart. It provides skills, processes and ‘best practice’ tools to create and define brands and effectively engage, win support from, empower, align the organisation’s stakeholders. It shows how to ensure colleagues really understand what the brand is about, their role in delivering the brand promise and equip and motivate to delight customers.

You will leave with a defined approach and set of tools to revitalise your brand and engage your colleagues. With renewed confidence, know-how, experience and ‘best-practice’ techniques you’ll be able to gain top-team buy-in and involvement. You will also be more able to anticipate and overcome issues, potentially make significant savings for your organisation and enhance your own personal worth.

The most successful organisations are customer and brand driven. It has long been accepted that customer awareness, recognition, loyalty and advocacy improve competitiveness, enhance profitability and drive shareholder or stakeholder value. Yet many organisations fail to fully equip themselves to align and motivate their people to deliver a consistent customer experience and realise these benefits.

As a masterclass, this course is designed for delegates with several years of management experience ie. for middle and senior managers and directors who are focused on ensuring organisation-wide commitment to the delivery of the brand promise. It is also relevant for senior managers with strategic responsibility because an underlying message is that everybody has a role to play in delivering great customer experiences.

• What is a brand and the benefits of brands.
• How to create a brand strategy and how this can be applied to benefit organisations.
• How to design a brand delivery programme.
• Road-blocks to creating and implementing a brand revitalisation programme and how to overcome them.
• Road-blocks to colleague engagement and motivation and how to overcome them.
• How to measure brand performance.
• Brand clinic – to address your personal brand challenges.

• Highly interactive, participative and fun!
• Variety of individual, paired and group exercises that enable delegates to discover and learn by doing, fuel understanding of key strategic principles, what really works and gain experience using powerful brand development and delivery tools.
• All examples and exercises are based on real-life challenges which help create outputs directly relevant to your organisation.