Strategic Brand Management – Building Iconic, Data-Driven Brands Course
Register for this course
We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.
Course Overview
This course equips professionals with the strategic thinking and practical tools needed to build, manage, and evolve powerful brands. Participants will explore how to define brand purpose, craft compelling narratives, measure brand equity, and align internal culture with external perception.
With a focus on AI-enhanced brand storytelling, customer-centric positioning, and multi-platform consistency, learners will gain the skills to lead brand transformation in a fast-changing, values-driven marketplace.
Course Duration
5 Days
Target Audience
- Brand and marketing managers
- Product managers and creative directors
- Entrepreneurs and startup founders
- Communication strategists and business consultants
- Anyone responsible for shaping or managing brand identity
Personal Impact
- Gain confidence in leading brand strategy and storytelling
- Build a portfolio-ready brand strategy and messaging framework
- Strengthen their ability to align brand with business and audience needs
- Stay ahead of trends in AI, behavioral branding, and digital identity
Organizational Impact
- Improve brand consistency and customer trust across channels
- Increase brand equity and market differentiation
- Build internal capacity for strategic brand leadership
- Align brand values with culture, customer experience, and innovation
- Foster long-term brand loyalty and advocacy
Course Level: Intermediate
Course Objectives
By the end of this course, participants will be able to:
- Define and articulate a brand’s core purpose, values, and positioning
- Develop brand architecture and manage brand portfolios
- Use AI tools (e.g. ChatGPT, Canva, Brandwatch) to support brand storytelling and monitoring
- Align brand strategy with customer experience and internal culture
- Measure brand equity and track brand health using qualitative and quantitative tools
- Navigate brand extensions, co-branding, and repositioning strategies
Course Outline
Module 1: Foundations of Brand Strategy
- What is a brand? Brand vs. product
- The role of branding in business growth and differentiation
- Brand equity, brand value, and brand identity systems
- Outcome: Define your brand’s DNA and strategic foundation
Module 2: Brand Positioning & Architecture
- Crafting a unique value proposition and positioning statement
- Brand architecture: monolithic, endorsed, and house of brands
- Managing sub-brands, brand extensions, and co-branding
- Outcome: Map your brand architecture and positioning framework
Module 3: Brand Storytelling & Messaging
- Using narrative frameworks to build emotional connection
- AI-assisted storytelling with ChatGPT and Canva Magic Write
- Aligning tone of voice across platforms and touchpoints
- Outcome: Develop a brand messaging guide and story arc
Module 4: Brand Experience & Internal Alignment
- Translating brand strategy into customer experience
- Brand culture and employee brand advocacy
- Aligning internal behavior with external brand promise
- Outcome: Design a brand experience blueprint
Module 5: Brand Measurement & Analytics
- Brand health tracking: awareness, preference, loyalty
- Tools: Brandwatch, GA4, social listening, NPS
- Conducting brand audits and perception surveys
- Outcome: Build a brand performance dashboard
Module 6: Brand Growth, Innovation & Repositioning
- Managing brand evolution and revitalization
- Brand innovation and adapting to market shifts
- Rebranding, repositioning, and crisis recovery
- Outcome: Draft a brand growth or repositioning roadmap
Module 7: Case Study – Strategic Brand Transformation
- Analysis of a brand that successfully repositioned or scaled
- Strategy, execution, KPIs, and lessons learned
- Application to the capstone project
Module 8: Capstone Project
- Design and present a full strategic brand management plan
- Include brand purpose, architecture, messaging, and measurement
- Peer review and instructor feedback
Course Administration Details:
METHODOLOGY
The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.
ACCREDITATION
Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.
TRAINING VENUE
The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
ACCOMMODATION AND AIRPORT PICKUP
Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.
Email: info@skillstateinstitute.org
Phone: +254100920301
TAILOR-MADE
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:
Email: info@skillstateinstitute.org
Phone: +254100920301
PAYMENT
Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org