Building Brands Foundations 2 - Building Your Brand House

Whether you are a small business offering a service, a manufacturer selling a product or an agency developing creative or communications, it is essential to develop and apply the Brand House at each stage of the marketing process.

This masterclass will give you the knowledge and the tools you need to make the choices that will shape your Brand House and the confidence of knowing when or how to apply it.

This content is suitable for anyone that is involved in planning and executing brand strategy, communications and activations.

Topics Covered:

• What a brand house is, why it is important and how it is used to build a brand that will stand the test of time
• Identify the brand's target consumer
• Building a customer portrait
• Unpacking each element of the Brand House in in terms of what it is, the role it plays and how to create: Target Customer, Features and Benefits, Key Discriminator, Brand Values, Character, Personality and the Brand Essence. 

• Understand the role the Brand House plays in all aspects of brand building and performance marketing
• Know the steps to identify the brands target customer
• How to write a customer portrait
• Know how to develop your own Brand House

*This course qualifies for 16 PMP points under the AMI’s Certified Practising Marketer program.