Brand Management & Corporate Identity
| Location | Duration | Kenyan Cost | Non-Kenyan Cost | Upcoming Schedules |
|---|---|---|---|---|
| Nairobi, Kenya | 5 Days | KES 100,000 | USD 1,300 |
| Location | Duration | Non-Kenyan Cost | Register |
|---|---|---|---|
| Online | 5 Days | USD 550 |
| Register |
|---|
Brand Management & Corporate Identity
About the Course
This course equips professionals with the knowledge and skills to build, manage, and protect a
strong brand and corporate identity. Participants will explore brand strategy, visual and verbal
identity, brand positioning, and reputation management, developing the capability to create a
brand that resonates with target audiences and strengthens organisational value.
Target Participants
- ● Marketing and brand managers
- ● Corporate communications professionals
- ● PR and reputation management officers
- ● Business owners building their brand
- ● Product and service marketing professionals
- ● Professionals responsible for organizational identity and messaging
What You Will Learn
- ● Understand the principles of brand management and corporate identity
- ● Develop a brand strategy aligned with organizational vision
- ● Define brand positioning and value proposition
- ● Build consistent visual and verbal brand identity
- ● Manage brand architecture across products and services
- ● Apply brand guidelines across touchpoints
- ● Manage brand reputation and respond to brand crises
- ● Measure brand performance and equity
- ● Align internal culture with brand values
- ● Manage brand evolution and rebranding processes
Course Duration
- ● Face-to-face workshops: 5 days
- ● Virtual Training: 7 days
- ● LMS: Self-paced learning
Course Outline
Foundations of Brand Management
- ● What is a brand and why it matters
- ● The relationship between brand and corporate identity
- ● Brand equity and its business value
- ● Key brand management frameworks
- ● The role of the brand manager
Brand Strategy and Positioning
- ● Defining brand purpose, vision, and values
- ● Brand positioning and differentiation strategies
- ● Developing a unique value proposition
- ● Understanding target audience perceptions
- ● Competitive brand analysis
Building Brand Identity
- ● Visual identity: logo, color, and design elements
- ● Verbal identity: tone of voice and messaging
- ● Developing brand guidelines and standards
- ● Brand architecture: monolithic, endorsed, and house of brands
- ● Consistency across brand touchpoints
Brand Communication and Experience
- ● Integrating brand into marketing communications
- ● Brand experience across customer touchpoints
- ● Internal branding and employee brand advocacy
- ● Digital brand presence and online identity
- ● Co-branding and partnership considerations
Brand Reputation and Crisis Management
- ● Monitoring brand perception and reputation
- ● Managing negative publicity and brand crises
- ● Responding to brand-related complaints and issues
- ● Rebuilding trust after a brand crisis
- ● Proactive reputation management strategies
Measuring and Evolving the Brand
- ● Brand performance metrics and brand equity measurement
- ● Brand tracking and consumer research
- ● Managing brand evolution and refresh
- ● Rebranding: when and how to approach it
- ● Sustaining long-term brand value
Training Approach
This course will be delivered through a coaching-first approach that goes beyond traditional
instruction. Whether in our Nairobi classroom, live virtual cohorts, or through our White Label
LMS, participants engage in a safe and nonjudgmental learning environment designed for
meaningful transformation.
We focus on the individual behind the professional title, connecting with the heart before
training the mind. This approach encourages reflection, practical application, and deeper
engagement, ensuring that learning is not only understood but also internalized and applied with
confidence.
Certification
Participants will receive a certificate upon successful completion of the course, recognizing their
knowledge and practical competence.
Customized Training Solutions
This course can also be delivered as a tailor-made program, designed to address the specific
needs, priorities, and operational challenges of your organization.