Brand identity and strategic positioning

Name: Brand identity and strategic positioning
Price: € 2.500 excl. VAT

Tailored Strategy

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Who is it for?

This training is ideal for:

Commercial directors who want to better align brand and strategy
Marketing managers who want to anchor their positioning and carry it internally
Marketing coordinators who want to build a strong conceptual framework
Management team members who want to use the brand as a strategic steering tool

Particularly valuable for teams that want to develop and carry forward a shared brand language.

Context

Every brand tells a story. But is that story still accurate, and does everyone in the organisation understand it the same way? In this training, participants from the same organisation work together on the fundamentals of their brand: from brand essence and mission to target audience, key messages and tone of voice.

Using the Comma brand tool, participants build step by step towards two concrete results: a fully completed brand model and a strategic house. Both tools then serve as a shared internal frame of reference for their own brand and communication choices.

Approach

Intake beforehand, to map out the organisational context, team composition and expectations
1 tailored training day for 6 to 8 participants from the same organisation
A balanced mix of theory, practical examples and direct application to your own organisation
All models and templates available digitally as reference material
Training certificate provided; the training qualifies for the SME portfolio (theme: Business strategy)

What can you expect?

Understanding brand identity

Exploring the building blocks of the brand: mission, vision, brand essence, values, target audience and tone of voice
Collecting and interpreting internal perceptions
Analysing the current brand and communication situation

Structuring positioning

Linking target-audience needs to the offering
Formulating key messages that align with the brand essence
Defining and applying tone of voice

Anchoring internally

A completed brand model as a shared frame of reference
A strategic house that connects mission, vision and essence
A shared brand language for the whole team

What will you take away?

After the training, participants have two concrete tools:

A fully completed brand model as a shared internal frame of reference for brand identity, messaging and communication style
A strategic house that structures brand essence, mission, vision, key messages and target audiences as a basis for strategic and communication choices

Download the Comma brand tool: brandstrategists.be/tools

Meet the speaker

Wouter Mille

Strategic marketeer

Wouter Mille is a strategic marketer who helps organisations make sharper choices in brand, audience and market. He brings structure to complex questions and translates insights into clear positioning that gives direction to communication, offering and growth.

As a trainer he focuses on building a strong strategic foundation: from analysis and audience definition to positioning and concrete translation. His approach is down-to-earth and structured, with great attention to applicability. No theory for theory’s sake, but frameworks and ways of thinking that participants can use straight away in their own context.

From his role at Comma, Wouter always safeguards the link between strategy and execution: strong brands, he believes, arise from well-considered choices that are consistently carried through into branding, communication and commercial actions.