Brand Building Basics: Profit from Your Company’s Greatest Asset

Branding is not just for the big guys or for products on the grocery store shelf. Companies of any size can benefit tremendously from the power of a strong brand. Branding doesn’t have to be costly to be effective. Using examples from the most successful branding organizations -- including Southwest Airlines, IBM, Nordstrom, Ritz Carlton, Adobe, SAS, Starbucks, Volvo, AAA, California Closets, Ericsson, Sofitel -- you will learn simple ways to make deposits in your brand bank without having to invest a small fortune.

Branding is all about differentiation. If your company or offering is not differentiated, it is a commodity, and commodities compete on price. Branding allows you to charge a premium for your products and services and enables you to build a stronger foundation on which your company can grow. Some of the world’s most successful companies -- like Starbucks, IBM and Southwest Airlines -- have used branding to differentiate themselves and achieve their goals; and you can use similar branding strategies to expand the success of your business.

This seminar provides practical ideas for understanding, building and nurturing your corporate brand.