Masterclass. Building Brands Foundations 2 - Building Your Brand House

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

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

Who should attend
Anyone who is involved in planning and executing brand strategy, communications, and activations

Topics covered 

• Brand House – what it is and why it is important
• Building the Brand House - Target customer, Features and Benefits, Key Discriminator, Brand Values, Brand Character and the Brand Essence
• Applying the Brand House - how it is used to build a brand that will stand the test of time

Learning Outcomes

1. Understand the role the Brand House plays in all aspects of brand building and performance marketing
2. Know the steps to identify the brand’s target customer
3. How to write a Customer Profile
4. Know how to develop your own Brand House

Course Experience

This master class will integrate theory and break out exercises to transfer principles to practice. Learners are encouraged to participate, sharing their own brand questions, challenges, and experiences in the session. Learners will receive a Brand House and customer Profile template and guidelines that can be easily applied

Facilitator

Lisa Rees-Allen
Principal, Wheelhouse Strategic Consulting

Lisa Rees-Allen is a seasoned executive who has worked with brand owners across markets, industries, and categories to unlock profitable, sustainable growth through brands. She believes brands are the heartbeat of a business, driving customer centricity across the organisation and connecting customers, shoppers, and retailers. She is passionate about raising awareness of brand building throughout the marketing and communication ecosystem across brand owners and their agency partners.

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Certified Practicing Marketers can register 16 CPD Points at this workshop