Brand identity is essential for differentiation and authentication; it communicates how the organisation wishes to be perceived and positions the brand in its marketplace. Learn with practical exercises and world-class examples, how to communicate a brand idea through its identity. Delegates will consider how each element of the identity contributes to the brands perception: name, strapline, logo, mascots, colour, typography and aesthetics. This course covers the subject from creative brief through implementation to brand guardianship. This is a creative and inspirational course and delegates will be asked to create a mood board to illustrate their understanding of the subject.

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 is a brand?
  • What is brand architecture?
  • How to write a brand identity brief.
  • The core elements of a brand identity.
  • How to make the right choice of brand name.
  • How a strapline can convey your proposition and clarify the brand personality.
  • What qualities contribute to a powerful logo?
  • How mascots use emotion to make the intangible brand tangible.
  • How colour can influence consumer behaviour.
  • How typography can convey the personality of the brand.
  • How to implement a brand identity programme.
  • How to safeguard your investment.

Course Dates

Start Date Days Location
22 Aug 2019 1 London
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12 Nov 2019 1 London
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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.


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