Overview

This 90-minute course explores the challenges and opportunities of rebranding during a crisis. Through actionable exercises and insights, participants will understand how to assess their current brand, adapt to shifting market dynamics, and build a more authentic, aligned, and effective brand experience. Participants will work through defining their visual and strategic brand assets, audience profiles, touchpoints, and brand story all to align brand perception with market realities.

Why you should Attend

Are you facing brand uncertainty due to a crisis or unexpected change? This course provides clarity and confidence to guide your business through a successful rebrand, ensuring you emerge from adversity more resilient and more compelling to your customers.

Areas Covered in the Session

• Strategic branding outcomes and their impact on ROI and equity
• Signs that your brand needs to evolve or update 
• Key differences between Authentic Branding® and other types
• How visual assets influence financial performance
• 20th vs. 21st-century consumer mindsets and implications for branding
• Crafting and refining your Authentic Brand Story™
• Identifying and defining your target audience (demographics and psychographics)
• Developing a compelling and differentiated Brand Position Statement
• Brand differentiation strategies: authenticity, heritage, geography, preference, and process
• Brand experience design and optimizing brand touchpoints
• Action planning: monthly steps to improve and align brand communication

Who Will Benefit

• Entrepreneurs
• Marketing Managers
  
• Small Business Owners
• Communications Professionals
• Business Development Executives