“The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands”
   - Fortune Magazine

The School of Applied Microfinance (sam) strategic branding course will take participants through an interactive journey that brands must make to be effective and create real value for all stakeholders. This will start with defining a brand essence, what makes a brand unique and therefore desirable by the target audience in a competitive environment.

Successful brands create a visual representation that reflects their essence. Participants will share some of the dos and don’ts of brand visual and verbal expression beyond just the logo.

Corporate brands are often surrounded by sub-brands, co-brands, partner brand and several other brands they must relate to. These relationships between brands need to be defined so as to leverage the best out of the brands. Participants will discuss brand portfolio strategy or brand architecture and how this can help maximize on the value of their brands.

Successful brands are built from inside out. A brand must first be bought inside before it can be sold outside. Participants will have the opportunity to explore some of the ways of getting management and staff to internalize the brand.

External communication, be it through advertising, promotions, public relations, road shows or even fliers and posters should be selected and executed as guided by the brand strategy. Participants in the sam strategic branding course will share best practice on effective brand communication based on real life examples.

New to this year’s course will be the consideration of new media including internet and mobile technologies in brand development and communication. New media has become a force that brands can no longer afford to ignore.