Brand and Reputation: Build Trust with Stakeholders

OVERVIEW  |  COURSE STRUCTURE  |  RECOMMENDATIONS  |  TUITION

Effective CSR can support your company’s brand and reputation—vital assets that increase market value, attract and retain employees, bolster consumer loyalty, and mitigate risk. This course explores how corporate citizenship professionals can create more business and social value by building the networks, resilience, and results that lead to a better brand. This course also covers:

• 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.
• How to align CSR efforts with desired brand/reputation attributes and outcomes.

COURSE STRUCTURE

Start and finish on your schedule: Courses take roughly 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

WHO IS THIS COURSE 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.

RECOMMENDATIONS

Suggested prior knowledge and skills:

Nothing is required, but we recommend the completion of an introductory Center course including Corporate Citizenship Strategy or Corporate Citizenship Communications.

TUITION

Member: $860.00
Non-Member: $1025.00

Please note that rates for this course are slighter lower than those of a typical course, because it contains fewer modules. Course discounts may be available when you enroll in multiple courses at once, either idependently or as part of a Summit (in-person learning experience) registration. See the chart below. If you are considering take multiple courses, connect with our team to better understand your options.