Brand Strategy: Vision, Positioning, and Values

Stop aiming for perfection and start striving to become remarkable

Private or Corporate Training

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Description And Objectives

Today, customers want to interact with authentic and charismatic brands. To build such brands, it is important to know what you represent and effectively communicate it to customers, partners, and shareholders.

Customers and consumers want to work with organizations that have strong values and a vision that sets them apart from the competition. Users desire impactful brands that have a mission to make a difference rather than simply sell products.

The objectives of this training workshop would be to help participants :

  • Understand the importance and added value of a brand strategy
  • Learn how to develop a charismatic and trustworthy brand
  • Analyze the competition and customer needs to position themselves remarkably
  • Build an evolving brand aligned with business objectives
  • Implement the brand strategy and monitor its performance
  • Strengthen organizational agility and responsiveness to changing market conditions
  • Foster a culture of innovation and continuous improvement
  • Attract and retain top talent
  • Create a company culture that represents the current values of the organization
  • Improve the reputation and competitive advantage of the organization.

Training Plan

This 1-2 day brand strategy training workshop will provide participants with the skills and tools they need to develop and implement a brand strategy that meets current needs and trends.

The workshop will cover the following topics :

  1. Introduction to brand strategy
  2. Understanding the essence of a charismatic brand, case studies, and examples
  3. Analyzing your brand's current perception
  4. Identifying your brand's DNA and values
  5. Developing your positioning
  6. Creating your brand strategy
  7. Implementing and executing the strategy

Throughout the training, participants will engage in various activities such as case studies, group discussions, and brand exercises. By the end of the session, participants will have a better understanding of brand strategies and their applications to better represent the values and positioning of the organization.

Target Audience

The target audience for this brand strategy and implementation training would be mid to upper-level managers within the organization. This workshop would be particularly beneficial for individuals responsible for strategic planning, business development, operations, and finance.


Richard Saad

Business and Marketing Consultant

Richard Saad is a marketing expert and accomplished business leader with over 15 years of experience in both international and Canadian markets. He has won prestigious awards and has served large companies and institutions such as Pepsi, Audi, the Government of Quebec, IKEA, Gulf Bank, Yellow Pages Group, Bombardier, Quebecor, Pfizer, and many others.

In 2008, Richard Saad founded Remarkable Communications, a full-service agency based in Montreal. As the head of the company, he led numerous marketing projects and ensured a high level of creativity in all services provided by the agency. In addition to his full-time consulting work, Richard Saad shares his passion for marketing by teaching MBA courses at HEC Montreal and as a Global Program Leader in Washington DC, USA.

Richard Saad holds a Master's degree in Communications and Marketing from Laval University in Quebec, as well as an Executive MBA from McGill-HEC University. He also has a Bachelor's degree in Art and Advertising from the University of Montreal and a diploma in Graphic and Multimedia Design from the International Academy of Design.

Quotes Sign Great speaker. Great communicator. », Karla L.
Quotes Sign Highly competent speaker with very clear explanations ! », Sylvie H.
Richard's trainings at Isarta

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