Cambridge
Academy
In London

Introduction

A clear corporate identity strengthens recognition, builds trust, and ensures consistent communication across all touchpoints. This practical program builds core skills in defining identity strategy, choosing the right brand architecture, setting governance, and creating simple tools that keep teams aligned and on-brand.

Course Objectives

By the end of this course, participants will be able to:

·        Explain corporate identity and its role in strategy

·        Assess the current identity and key stakeholder needs

·        Choose and apply an appropriate brand architecture model

·        Define positioning, messaging, and identity principles

·        Set up governance and a roadmap for implementation

Target Audience

This course is designed for:

·        Corporate identity and brand specialists

·        Corporate communications and marketing teams

·        Strategy and corporate planning teams supporting brand direction

·        Business unit leaders managing sub-brands

·        Anyone involved in brand decisions and approvals

Course Outlines

Day 1: Corporate Identity Fundamentals

·        What corporate identity includes (visual, verbal, behavioral)

·        Corporate identity vs brand vs reputation

·        Identity drivers: strategy, culture, customer promise

·        Key touchpoints: internal and external

·        Activity: Map identity touchpoints and gaps

Day 2: Brand Architecture Models

·        Architecture options: Branded House, House of Brands, Hybrid

·        Sub-brands, endorsed brands, and product brands

·        Naming systems and brand hierarchy basics

·        Choosing a model: decision criteria and risks

·        Workshop: Draft a simple brand hierarchy chart

Day 3: Positioning and Identity Strategy

·        Core purpose, vision, mission, and values alignment

·        Positioning basics: audience, promise, proof, differentiation

·        Brand personality and tone of voice overview

·        Messaging pillars and key narratives

·        Activity: Build a one-page positioning statement

Day 4: Governance and Brand Stewardship

·        Brand governance roles (owners, approvers, champions)

·        Approval workflows and brand decision rules

·        Managing stakeholders and resolving brand conflicts

·        Agency brief basics and evaluation criteria

·        Case study: Handle a sub-brand request and decision

Day 5: Implementation Roadmap and Measurement

·        Rollout planning: phases, priorities, and quick wins

·        Guidelines essentials: what to include and what to avoid

·        Training and internal adoption tactics

·        Measuring identity strength: audits and consistency checks

·        Final project: Present an identity strategy + architecture recommendation and rollout plan