Communication Skills: Brand and Corporate Communications

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Course Overview

With customers facing an ever-increasing barrage of media and messages, more and more organisations are recognising the need for consistency, not just differentiation, in their brand and corporate communications.

This course is designed to address these issues, and how to integrate communications activities with the broader marketing mix.

Audience

This course is designed for those charged with delivering brand and corporate values and identity through integrated communications activities, and implementing an agreed brand strategy.

Skills Gained

Your customers will find loyalty and advocacy easier when they recognise your brand, and see evidence of your identity and values across the customer journey. Your organisation therefore stands to benefit from better customer retention, brand awareness and recognition.

You will develop a stronger understanding of managing the brand experience across all customer touch points by integrating traditional communications with new media, new channels and the broader marketing mix. This will lead to better relationships with other contributors to the marketing function, including colleagues and agencies. You will leave with a tried-and-tested approach to brand and corporate communications planning which can be integrated with the broader marketing planning processes in your own organisation.

Course Outline

• Explore the value of a brand to the brand owners and stakeholders
• Orchestrate and implement the traditional communications mix
• Communicate core values with consistency and differentiation
• Evaluate the impact of new media and new channels on brand identity
• Plan and manage the brand life cycle

Communication Skills: Brand and Corporate Communications / 0113