Goal

At the end of this module, you should be able to develop a corporate brand that fosters trust, credibility, and strong internal culture.

Lessons

• Lesson One: The Company Brand

  • How to think about the company brand vs. the product brand

• Lesson Two: Purpose, Vision, and Mission

  • What are they and how to put them together

• Lesson Three: Values and Behaviors

  • Definitions, the process, and the best way to communicate them

• Lesson Four: The Six Elements of Corporate Culture

  • The different ways to cultivate culture

Resources

• Examples: Strong core statements and behaviors

• Template: Purpose, Mission, Vision exercises and corporate culture planning