Brand and Reputation: Build Trust with Stakeholders | ONLINE
Unleash the brand power of corporate citizenship.
Effective corporate citizenship strategy and programs support your company’s brand and reputation—vital assets that increase market value, attract and retain employees, bolster consumer loyalty, and mitigate risk. By aligning CSR efforts with business objectives and employing strategic communications, corporate citizenship professionals can create more business and social value and build the networks, resilience, and results that lead to a better brand.
In this course, you will learn:
- How corporate citizenship contributes to brand equity.
- How brand equity contributes value to the corporate balance sheet.
- Strategies and tactics to build brand and reputation over time.
- How to sell programs internally in ways that reinforce the corporate brand and build corporate reputation.
- To match your corporate citizenship programs to desired brand and reputation attributes and outcomes.
COURSE STRUCTURE
Start and finish on your schedule: Courses take 15-17 hours, including video content and exercises.
Module 1: Introduction and Brand Overview
- Introduce relevant statistics and research related to brand.
- Activities: Identify the visual, voice, and experiential elements of popular brands
Module 2: Reputation Overview
- Review the elements of reputation and explore what builds or threatens the reputation of a company
- Activity: Reflect on alignment, research, and management of my company’s brand
Module 3: Brand and Reputation Audit
- Learn to conduct a brand and reputation audit of your own company
- Activity: Apply audit skills and compare with others in your industry or geography
Module 4: Brand and Reputation Together
- Explore how brand and reputation interact and support each other
- Activity: Distinguish between elements of brand and reputation and identify program alignment with each
Module 5: Communicate to Help Brand and Reputation
- How to communicate internally and externally to support the company’s brand and reputation
- Activity: Reflect on your current messages
Module 6: Monitor and Evaluate your Brand and Reputation
- Learn common methods for monitoring and tracking your company’s brand and reputation
- Activity: Evaluate your brand and reputation
Module 7: Project Audit and Action Plan
- Apply brand and reputation on a project level
- Activity: Conduct an audit for a particular program to ensure alignment
This course is for:
This course is recommended for professionals wanting to maximize both the business and social value of corporate citizenship programs; those seeking to increase employee engagement numbers; corporate citizenship professionals developing or refreshing their company’s CSR strategy; and other professionals engaging with employees in the design, development, and evaluation of corporate citizenship programs.
Professional credentials earned:
- 2 certificate units toward a Certificate in Corporate Citizenship Practice (Elective Course)
- Digital Recognition of Course Completion to display on your social media platforms or personal website.
Tuition
- Member: $860.00
- Non-Member: $1025.00