Corporate Branding (corporate communicatie)

Corporate branding defines what the identity of your brand is: What makes it unique and sets it apart from the competitors? What is the core narrative you want to convey? Why should your employees and stakeholders be proud of building long-term trustful relationships with your company?

Corporate brands face many challenges, for example emerging disruptive technologies and platforms, social media, the globalisation of markets, and demands from customers and stakeholders for brands to behave more ethically. In this interconnected, increasingly transparent, and extremely dynamic context, senior managers must understand how to build internally-driven authentic and ethical corporate brands, and that these brands embrace influence from stakeholders and co-creation.

Corporate communications cannot be approached and managed strategically without a corporate branding strategy. This three-day masterclass teaches you how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation and aligns its diverse stakeholders towards sustained value creation. You will learn how a strong corporate brand can be the most important asset a company has for achieving sustainable profitable growth.

In this three-day course, you will:

• investigate corporate brands as a portfolio of meanings in a complex ecosystem

• discuss the role of corporate brand identity as the glue that holds an organisation together and links heritage with aspirations

• explore how to build a strong corporate brand with an authentic and enduring identity, as well as an inspiring brand vision

• learn how to align identity and vision with brand communications and experience

• discover and discuss ‘brands with a conscience’

• explore storytelling and story building, and how to use and promote it

• learn how to diagnose and design an exceptional corporate brand experience

• investigate how to prioritise and manage a brand portfolio, and how to choose the brand architecture that maximises its value.