Plan expansion of coherent brand identity into new segments or markets deliberately.
Building a Coherent Brand Identity Across All Touchpoints
Learn to design, measure and defend your organisation's approach to coherent brand identity.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in coherent brand identity is easy to generate and easy to mistake for progress. Attribution in this part of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. The course gives participants a defensible structure for the marketing and commercial practice discipline and the judgement to adapt it. It is pitched for practitioners with responsibility for coherent brand identity, not for observers of it. Exercises escalate in difficulty, ending with the ambiguous situations that make the practice within marketing and commercial practice hard in practice. Improvement in this area of marketing and commercial practice stalls when it depends on one capable individual rather than a defined method. Comparative studies of coherent brand identity across sectors find the same handful of failure points recurring. They leave able to brief senior management on this aspect of marketing and commercial practice in terms that support a decision. Participants leave with a first-ninety-days plan for the wider marketing and commercial practice agenda rather than a set of notes.
Expected Learning Outcomes
Define the audience for coherent brand identity precisely enough to exclude people.
Set a realistic target state for coherent brand identity and a defensible route to it.
Build the content that moves a buyer through coherent brand identity rather than merely informing them.
Handle the trade-offs in coherent brand identity between speed, cost and assurance explicitly rather than implicitly.
Set the attribution model for coherent brand identity and understand its limits.
Document decisions about coherent brand identity in a form that remains useful after the people change.
Who Should Attend
Commercial analysts measuring performance of coherent brand identity.
Digital marketing specialists executing coherent brand identity.
Founders and owner-managers running coherent brand identity personally.
Specialists advising senior management on coherent brand identity.
Operations staff who encounter the consequences of coherent brand identity directly.
Brand and communications specialists shaping coherent brand identity.
Course Modules
Coherent brand identity: objection handling and negotiation
2 sessions · 8 pointsSession 1Defining the audience for coherent brand identity narrowly enough to matter
- Collect evidence on the present handling of coherent brand identity before proposing changes.
- Remove steps in coherent brand identity that add effort without adding assurance.
- Build the report on coherent brand identity that answers whether to spend more or less.
- Test creative for coherent brand identity at small scale before full commitment.
Session 2Making coherent brand identity work when resources are constrained
- Record the rationale for each significant choice made about coherent brand identity.
- Review whether coherent brand identity is aligned with the objectives of the commercial team.
- Measure lifetime value from coherent brand identity, not just first purchase.
- Structure pricing for coherent brand identity against perceived value.
Coherent brand identity: the customer journey and decision points
2 sessions · 8 pointsSession 1Pricing coherent brand identity on value rather than cost
- Review whether short-term tactics on coherent brand identity are damaging the brand.
- Select channels for coherent brand identity based on evidence, then cut the rest.
- Map the decision journey for coherent brand identity and mark where the choice is actually made.
- Verify six months later that changes to coherent brand identity have held.
Session 2Comparing coherent brand identity with recognised practice
- Rank the weaknesses in coherent brand identity by consequence rather than by ease of fixing.
- Agree the smallest change to coherent brand identity that would be visibly useful.
- Draft the minimum viable go-to-market plan for coherent brand identity.
- Write down the assumptions underpinning the approach to coherent brand identity.
Coherent brand identity: positioning and the honest claim
2 sessions · 8 pointsSession 1Handling the objection to coherent brand identity that ends most conversations
- Script the three most common objections in coherent brand identity and the responses.
- Choose the next segment for coherent brand identity and state why it is next.
- Rehearse the briefing on coherent brand identity that would follow an incident.
- Build the content that answers the buyer's real question about coherent brand identity.
Session 2Qualifying out of coherent brand identity early and without guilt
- Estimate the resource coherent brand identity requires to run as designed.
- Set escalation thresholds for coherent brand identity that work out of hours.
- Map the handovers in coherent brand identity between functions and secure them.
- Arrange the handover of coherent brand identity so capability survives staff changes.
Coherent brand identity: qualification and pipeline discipline
2 sessions · 8 pointsSession 1The decisions in coherent brand identity that cannot be delegated
- Set objectives for coherent brand identity in revenue terms with a timeframe.
- Confirm that contractual obligations around coherent brand identity are understood.
- Compare cost of acquisition against value in coherent brand identity.
- Define the handover point between marketing and sales in coherent brand identity.
Session 2The claim about coherent brand identity competitors cannot copy
- Set the discount authority for coherent brand identity and require justification.
- Describe the buyer for coherent brand identity specifically enough to name who is excluded.
- Define qualification criteria that disqualify quickly in coherent brand identity.
- Set out how exceptions to coherent brand identity are requested and approved.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.