Delegates will consider how touchpoints affect brand reputation, experience and expectation. They will learn how values influence the brand experience via employees and external influences. The course covers design and its place at the heart of the brand experience. We review sensory branding; sight, sound, touch, smell and taste. The day includes methods to audit and map the brand experience.

Who should attend?

This introductory course is designed for people interested in branding and the effective communication of the brand. The attendees will ideally have the responsibility to manage and instigate brand identity communications and is appropriate for marketing executives, marketing managers, marketing directors, business owners, graphic designers and design managers from start-ups to established enterprises.  

Learning outcomes

  • What are touchpoints?
  • Understanding brand strategy.
  • How values drive the brand experience.
  • How employees and external audiences influence the brand experience.
  • How sensory branding: sight, sound, touch, taste and smell, delivers emotive experiences and points of difference.
  • Understanding brand culture.
  • Connect with your brands origins.
  • Consider your brands vocabulary, special words and phrases.
  • The critical effect of brand champions.
  • Traditions, events and anniversaries.
  • The brands environmental and physical manifestation.
  • Understanding the importance of design and how it drives innovation.
  • How to identify and map touchpoints.


Non-Residential: £625
Member Non-Residential: £562
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
20 Jul 2018 20 Jul 2018 London

Course Director

Paul Hitchens

Paul Hitchens is the author of two branding books: ‘Successful Brand Management – In a Week’ and ‘Create the Perfect Brand’. He is an award winning creative with over 25 years experience in the creative industries, working in advertising, branding, design and marketing. Paul is an industry commentator and has appeared on TV and Radio including: BBC, ITV and Channel5 News.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.