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‘Distinctive Brand Assets’ are the identification tools of brand management that enable customers, suppliers and potential employees to quickly recognise and understand the branded organisation, product or service. The effective codification of a brand’s identity is essential for product and service authentication and protection of valuable intellectual property. Distinctive brand assets communicate how an organisation, product or service wishes to be perceived.  A valuable brand identity system can position a brand in its marketplace and promote salience. A successfully codified brand can be measured and valued for effectiveness. Distinctive brand assets can promote memory recall and connect different sub-brands, services and categories to a common origin. The elements of a brand identity can span physical and digital media, be implemented across packaging, point of sale and come alive in advertising.  Learn with practical exercises and world-class examples, how to communicate a brand idea through its identity and build an effective system of sensory assets to support its values. Delegates will consider how each element of the identity contributes to the brands perception including: name, strapline, logo, mascots, colour, typography and aesthetics. This is a creative and inspirational course and covers the subject from creative brief through implementation to brand guardianship.

Who should attend?

This course is ideal for marketers, business owners, brand managers and creatives who wish to gain a practical understanding of the criteria for managing an effective brand identity strategy. Learn how to create and manage a successful system of distinctive brand assets that codify the brand’s strategy. This course explains how to ensure you have the right brief and understanding of the brand idea to confidently create and implement an effective identity system. Delegates will discover which actions are most effective and identify opportunities to add personality and character to their brands.

Learning outcomes

  • Defining Brand Identity: Brand Architecture, Corporate, Product and Service Brand Identity
  • Visible Brand Strategy: Brand Identity as a reflection of Brand Strategy
  • The Brand Identity Brief: Preparing, Researching, Visualising, Concepts
  • Distinctive Brand Assets: Name, Strapline, Logo, Mascot (Character and Celebrity)
  • Distinctive Brand Assets: Colour, Typography and Aesthetics
  • Brand Identity Implementation: Managing consistent reproduction and integrity of assets
  • Brand Safeguard: Intellectual property and future proofing

Course Dates

Start Date Duration Location
14 Mar 2024 1d Virtual
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01 May 2024 1d Virtual
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Course Director

Paul Hitchens

Paul Hitchens is the author of three bestselling books on brand management published by Hodder Education: ‘Brand Management – In A Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a Chartered Marketer with an MA in ‘Brands, Communication & Culture’ and has gained over thirty years creative industry experience working both agency and client side for household brand names. Paul regularly commentates on brand reputation issues in industry journals and national newspapers and has contributed to BBC, ITV and Channel5 News. He is a frequent industry speaker and has spoken at ‘The Museum of Brands’, ‘Marketing Week Live’ and gave a TEDx Talk titled ‘Innovate your brand experience through Purpose and Values.’ He has judged the brand category for the CIM Marketing Excellence Awards and often shares his opinions through the CIM Podcast and CIM Exchange.

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.


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