Building Brand Champions: Organisational Branding Training Course (Online / Remote)
1Summary
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.
2Objectives and target group
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.
3Course Content
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.