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Core Components of Branding

Online | 10:00 a.m CT

Learn How To Build a Valuable Brand

Most marketers recognize the need for good branding. But depending on who you ask, you might get different answers for what actually constitutes “branding.”

What roles do strategy, design, naming, messaging and advertising play in creating and growing a brand? In what order should a marketer complete these tasks? How do you actually complete each one? If a marketer truly understands the most necessary components and how to create them, branding becomes much clearer and effective at reinforcing a specific impression in the minds of customers.

In this virtual workshop, we’ll cover the steps to create and define a brand. You’ll learn what internal and external assets to include when creating your brand and what to ultimately include in your brand guidelines. You’ll then have clarity when launching advertising, communication and product/service initiatives. This session will teach you how to define the way your brand should look and what it should be saying to customers.

You’ll leave with best-practice processes, frameworks and real-world examples you can immediately implement in your business. 

What’s Included

  • 3 hours of live instruction starting at 10:00 a.m. CT
  • Interactive Q&A and hands-on exercises
  • Resources, tips and best practices
  • On-demand access for six months

Key Takeaways

  • Understand the strategic positioning statement framework through notable brand examples
  • See the steps to create a new brand name (naming dos and don’ts)
  • Be able to translate brand strategy into customer-facing language and imagery
  • Learn the three most important documents in a design strategy and the basic structure of a brand story guide
  • Understand how a message map helps build your language library

Member Price


Non-Member Price


After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.

Want to attend with a group of 3 or more? Contact at least one business day in advance to get 10% off registration.

AMA Members Get Best Pricing and More

Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and newly added benefits every week. It’s all for a low price of $149/year. (That’s only $12.42/month.)


Kevin Namaky

Kevin Namaky is Chief Executive Officer of the Gurulocity Brand Management Institute. During his 15+ years as a CPG 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 numerous large- and mid-size brands including Scotts Miracle-Gro, Procter & Gamble, Kraft, Bolthouse Farms, Kimberly-Clark, Gorilla Brands, Ubisoft, Formica and Nestle Purina. Kevin also lectures and conducts training at the Indiana University Kelley School of Business and Miami University Farmer School of Business, and is a member of the CMO Council.

AMA Event Policies and FAQs

August 4, 2021 (All Times Central)

Introduction and Branding Components Overview

Target Profile and Research Best Practices

Positioning Statement Framework and Examples

Naming Process, Dos and Don’ts

Three Critical Design Strategy Documents

Brand Story/Manifesto Structure and Examples

Creating a Message Map for Your Brand


Core Components of Branding