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Core Components of Branding

Online | 2 hours | Beginner

Learn How To Build a Valuable Brand

While most marketers have a general sense of what a brand is, it’s not always clear how to define and document a brand. What does it take to define and build a brand in the context of an organization? How do you bring strategy, design and messaging together in a way that sets clear boundaries and direction? 

When you know exactly what components are necessary to define a brand and set direction, branding becomes much clearer and more effective at reinforcing core desired equities in customers’ minds.

In this virtual workshop, we’ll cover the steps to create and define a brand. You’ll learn what internal and external assets are required to create a new brand or sharpen an existing one. And you’ll leave with visual and messaging guidelines that drive clarity in your advertising, communication and product development.

Key Takeaways

  • Understand how to research and document a useful Target Profile
  • Develop a strategic Positioning Statement
  • See the three most important documents in a Design Strategy
  • Use the basic structure of a Brand Story/Manifesto and see examples
  • Craft a Message Map to help direct advertising and PR messaging
  • Get best-practice templates and frameworks

Select your quantity below to register

Core Components of Branding (September 2024)






AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

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Kevin Namaky

Kevin Namaky

Kevin Namaky is Chief Executive Officer of the Gurulocity Brand Management Institute. During his 20 years as a Brand & Innovation Director and as SVP Head of Strategy at a global brand strategy and innovation consulting firm, he created billions in new value for companies through winning strategic plans, new product innovation and compelling marketing campaigns. A trained educator, he’s taught in classrooms, workshops, conferences and boardrooms.

Kevin has created winning brand strategies, innovation and training sessions for companies such as Scotts Miracle-Gro, Procter & Gamble, Kraft, Bolthouse Farms, Kimberly-Clark, Gorilla Brands, Ubisoft, Formica, and Nestlé. Kevin also lectures at the Indiana University Kelley School of Business and has been featured in Ad Age, Forbes, Fast Company and the CMO Council.

Who Should Attend?

    • ABMs, Brand and Marketing Managers who create new brands and/or maintain existing brands

    • Agency Strategists, Designers and Creatives who create brand strategy, design strategy and/or branding strategy and documents for clients

What’s Included?

  • 2 hours of live instruction starting at 10:00 a.m. CT
  • Interactive Q&A and Group Discussions
  • Access to recording and resources for three months

Core Components of Branding