Branding - the key to competitive advantage

This half-day workshop is a masterclass in how to build a brand in a digital, changing world. Workshop leader and branding expert, James Massey, will lead delegates through the components of a brand strategy and how to define your brand personality.

James Massey has spent his career in branding within the travel and airline industry and will share best practice and his experience in how to build a valuable brand for your business.

Brands are at the heart of every day life. They can define; the decisions we make inspire people and change marketplaces. A great brand is not just a logo, it's about purpose, the experience it delivers and how that connects very deeply to people. This workshop will give you the building blocks to build a brand to compete in the todays world. You will discover:

• How to create an identity that sets you apart from your competitors
• How to develop competitive brand position
• Why brand values are the key to successful marketing
• Why your brand needs to have a personality in order to develop creative and content
• The importance of having a set of brand guidelines and what should be included
• How to link the brand to all areas of the customer journey.
Whether you are a business that has an established brand that needs refreshing, or you are starting a business and looking to develop a new brand. This workshop will give you the tools that you need.

CPD category: Strategy
Duration: 3 hours

Registration and networking is from 09:00; the event starts at 09:30 and finishes at 13:00. If you are non-EU resident, please contact the Regional Events team to make your booking.