Digital Branding: Optimising Your Brand for the Latest Digital Spaces

Understand the function of branding

Understand and differentiate between rational and emotional branding

Understand digital branding

Connect with customers using the Legendary Archetypes approach

Learn the concept, principles, and strategies of Positioning

Learn and create your own Positioning Map

Learn the value of Storytelling and Craft your own Brand Story

Use the Digital Brand Toolkit to build successful digital marketing campaigns

What You'll Learn

Digital has fundamentally shifted communication between brands and their consumers from a one-way broadcast to a two-way dialogue. In a hastened bid to transform their businesses to be digital market-ready, most businesses leave their brands behind in their traditional mode, simply replicate their existing brand message for the digital platform, or are unsure of how to make a transition.

Pressured by the need to make their brands work to meet business objectives, the challenges get compounded. This course will address those vital gaps and give participants an understanding of what digital branding is, in the context of traditional branding and how it can be optimized for the critical role it plays in digital marketing.

Participants will learn how, in an era of sheer mass of information, legendary archetypes can be used to create the positioning differentiation to connect with consumers and be trained on how to craft their own brand story"“walking away complete with a Positioning Map Model (which can continually be applied to cater to different product growth cycles or a changing competitive environment) and a Digital Brand Toolkit.