When every employee understands and lives the brand, service quality stops being a policy on paper and starts being something customers actually feel in every interaction. This training course, delivered by the Arab British Fellowship Training Academy, gives managers and staff a practical framework for turning the people inside an organisation into genuine brand ambassadors.

The course connects branding directly to service quality and career development, viewed through a marketing and communications lens, and equips participants with strategic guidelines for taking service "beyond what is expected" while strengthening relationships with every stakeholder the organisation deals with.

Course Objectives

• Build a thorough understanding of the role branding plays inside an organisation and why it matters beyond the marketing department.
• Define what a brand and brand architecture are, and identify the different types of brand extension.
• Map a brand's products, features and values, and translate them into a mission, vision and style statement.
• Design the basics of brand positioning and visual identity, from name and logo to slogan.
• Turn employees into brand ambassadors through internal empowerment and strong brand touchpoints.
• Plan an internal and external brand launch, then monitor and evaluate the brand once it is live.

Target Audience

• Junior, senior and middle managers across corporate, service and public or private industries.
• Marketing and human resources managers.
• Employees expected to represent the organisation's brand in their daily work.

Module 1: The Building Blocks of a Brand Identity

• Core elements that make up a brand identity, and how to write a brand identity brief.
• Choosing the right brand name and crafting a strapline that conveys personality and proposition.
• What makes a logo powerful, and how colour and typography shape consumer perception.

Module 2: Brand Concepts and Structure

• What a brand is and what branding actually involves.
• Understanding brand architecture and the different forms of brand extension.
• How mascots and visual devices turn an intangible brand into something tangible.

Module 3: Bringing the Brand to Life Internally

• Implementing a brand identity programme across the organisation.
• Helping employees live the brand by empowering them as ambassadors and building strong brand touchpoints.
• The role of internal communication in reinforcing the organisational brand.

Module 4: Launching, Protecting and Evaluating the Brand

• Planning an effective internal and external brand launch.
• Safeguarding the brand investment over time.
• Monitoring and evaluating brand performance and responding to results.
• Case studies of well-known organisations and successful personal brands, and building a career and action plan around organisational branding.