Branding Experience

Introduction

FUTURE-PROOF CCO: BRANDING EXPERIENCE

With the advance of the Internet, mobile devices and social media, people have changed their perceiving, delivering and communicating habits, which makes several brands have become more flexible and dynamic. These days, branding experience seems to have existed before deciding to come to a showroom or clicking a mouse to buy something. However, most people don’t have the intention of believing in what they see or listen to, they trust in their experience instead. If this experience is bad, the whole world is able to know the next day and no one dares to buy your products anymore. Besides, most customers not only require the essentials of your products/services but also want to be listened to and given a lot of solutions in order to tackle their issues. The world's leading businesses realize that your brand is no longer what you own. Branding in a digital environment is a life experience which is extremely difficult to control. Vietnamese businesses have begun to absorb this after the media crises in recent years.

In the context of branding and customer experience are slowly being transformed into a new, more comprehensive approach. Jeff Bezos, Amazon boss said: “In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts." In a recent report, PWC - one of the four major auditors used to announce: 85% of brand reputation is created and driven by everyday interactions (in other words, via experiences), only 15% is generated by marketing communications.

That's the reason why the course "Branding experience" is designed. Through this course, I want to help all learners (1) Review and update popular trends, knowledge and branding tools in the world in general and in Vietnam in particular (2) Embrace process and all stages of branding experience (3) Broaden cultural development activities, corporate capacity focusing on customer experience. This course includes 4 sections:

1. Branding approach through experience

2. Positioning strategy & Internal experience

3. Review and design customer experience

4. Capacity development and brand effectiveness measurement

Learner

• Source of strategic staff

• Communication & Marketing Administrators

• Supervisor, Sales and Marketing Team Leader

• Owners and directors of SMEs & Start-ups

Course Objectives

• Review and update the world knowledge and models of modern branding

• Embrace process and all stages of branding experience

• Practical guide to branding through customer experience

• Help learners understand their customers and scale up to develop corporate culture and capabilities by focusing on customers

Curriculum

SECTION 1: BRANDING APPROACH THROUGH EXPERIENCE

1. The process of branding in the digital age

2. Modern branding approach

3. Research role & content Brand context

4. Methods of understanding customers

5. Embrace emotion and needs of customer

6. Build an empathy map of customer

SECTION 2: POSIONING STRATEGY AND INTERNAL EXPERIENCE

1. Understand Brand Positioning Strategy

2. Brand Positioning Tool: The core house of the brand

3. The employee's role of brand experience

4. Cultural assessments focus on customer experience

SECTION 3: REVIEW AND DESIGN CUSTOMER EXPERIENCE

1. Notes of designing the journey of customer experience

2. Experience is suitable for the needs and values of customer

3. Design a journey map of customer

4. Embrace important moments

5. From customer experience to branding experience

SECTION 4: CAPACITY DEVELOPMENT AND BRAND EFFECTIVENESS MEASUREMENT

1. Develop business capabilities for experience

2. Develop human capacity

3. Develop process capacity

4. Develop system capacity

5. Develop experience capacity

6. The metrics of the quality of customer experience

7. Health measurement & Brand valuation.