Marketing & Communication

Brand Strategy and Positioning

A clear brand position helps customers understand why to choose you and helps employees know what to deliver. This course covers brand strategy: market and customer insight, competitive positioning, brand purpose and values, brand architecture, brand identity and messaging, and measuring brand health over time.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Weak positioning forces brands to compete on price. You will learn to build a distinctive, credible brand strategy.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Brand audits, positioning workshops, case studies of successful repositioning and group strategy presentations.

Course objectives

What you'll take away.

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

Analyse customer insight and competitive context
Define brand purpose, values and promise
Develop a clear positioning statement
Design brand architecture for multiple products
Translate strategy into identity and messaging
Measure brand health and equity

Target audience

Who should attend.

This course is suitable for:

Brand and marketing managers
Marketing directors
Product managers
Communication professionals
Business owners

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Brand analysis
Positioning
Brand architecture
Messaging
Brand measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Brand Foundations

09:00–10:08What a brand is
10:08–11:00Brand equity
11:00–11:30Coffee break
11:30–11:45Brand equity (continued)
11:45–12:53Brand audit
12:53–14:00Exercise

Day 2Insight and Competition

09:00–10:08Customer insight
10:08–11:00Competitive mapping
11:00–11:30Coffee break
11:30–11:45Competitive mapping (continued)
11:45–12:53Differentiation
12:53–14:00Workshop

Day 3Positioning

09:00–10:08Purpose and values
10:08–11:00Positioning statements
11:00–11:30Coffee break
11:30–11:45Positioning statements (continued)
11:45–12:53Proof points
12:53–14:00Exercise

Day 4Architecture and Identity

09:00–10:08Brand architecture
10:08–11:00Visual and verbal identity
11:00–11:30Coffee break
11:30–11:45Visual and verbal identity (continued)
11:45–12:53Messaging hierarchy
12:53–14:00Case study

Day 5Brand Health

09:00–10:08Tracking studies
10:08–11:00KPIs
11:00–11:30Coffee break
11:30–11:45KPIs (continued)
11:45–12:53Brand roadmap
12:53–14:00Final presentations

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.