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    What makes a brand successful? We will explore this question considering the brand planning process and case studies of contemporary brands from different sectors. The workshop will focus on the brand audit, brand positioning and developing brand programmes. We will review the different approaches to developing Brand guideline documents and look at how brand equity will be built. You can take these away together with a one-page brand plan template - allowing you to easily apply the principles.

    Who should attend?

    This workshop will be especially useful for marketers who have been asked to prepare a brand plan or brand guideline document for the first time, or are reviewing the effectiveness of their current plans. It is also useful for executives such as graphic designers and agency executives who work with brand teams and non-marketing specialists interested in the foundations of effective brand management.

    Learning outcomes

    • Determine the principles and benefits of effective branding
    • Design a brand planning process and write a succinct brand plan
    • Undertake a brand audit
    • Construct a brand positioning statement
    • Connect brand promotion to strategy and consumer insights
    • Create the structure for an effective brand guideline document
    • Identify branding issues and develop an action plan 


    “Excellent course leader and easy to digest and actionable content."

    Nicole Holden Strategic Copywriter ActionRocket

    “A brilliant overview for beginners in Marketing and Branding as well as for those with several years experience.”

    Miriam Bridon Marketing Creative Manager Talking Tables

    Course Dates

    Start Date Duration Location
    05 Jun 2024 1d Virtual
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    18 Sep 2024 1d Virtual
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    04 Dec 2024 1d Virtual
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    Course Director

    Debbie Clewes

    Debbie is a very experienced trainer and consultant working with the CIM for many years delivering tailored in-company innovation and NPD workshops across sectors including Tesco, Barclay’s, Charles Wells Breweries, BHF and Rolls Royce. She also helps managers achieve their professional qualifications on the CIM Diploma in Professional Marketing leading the Innovation in Marketing and Marketing & Digital Strategy modules. Debbie is very positive, friendly and engaging and is genuinely interested in her delegates and their individual needs. She is focused on presenting from a strategic perspective, the most useful innovation frameworks and working collaboratively to apply these to practice helping inspire change and improve performance.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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