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Description

Brand Identity: Building the Platform, Rolling It Out and Sustaining Consistency

Give your brand a stable narrative and visual system that every team knows how to use

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A brand rarely breaks down overnight. It erodes through accumulation: a different tone on each channel, a logo adapted at will, a sales pitch that says something other than the website. Teams produce a great deal, very quickly, with no shared reference point to rely on.

Two days to build the foundations: assess how the brand is genuinely perceived, formulate a platform that commits the organisation, translate that positioning into verbal and visual identity, then organise its roll-out across touchpoints. Participants leave with the structuring elements of their own brand platform.

Learning objectives

  • Assess how the brand is perceived by its audiences
  • Formulate a differentiating positioning that can be sustained over time
  • Build a brand platform combining mission, promise and personality
  • Translate the platform into a verbal identity and a visual territory
  • Roll the brand out across touchpoints without losing consistency
  • Organise governance and monitoring of brand usage

What makes this programme different

Each participant works on their own brand and leaves with a platform already under way
Gaps between internal messaging and external perception are revealed through a guided audit
A consistency checklist is built for use on future outputs

Programme

1Brand Diagnosis

Starting from what the brand already says

  • Review existing materials and the gaps between them
  • Gather perceptions from customers and internal teams
  • Position the brand against competitors and their codes
  • Identify the attributes that are genuinely distinctive

2Brand Platform

Writing down what will not change

  • Formulate the purpose and mission
  • Define the promise and the proof points that support it
  • Characterise the personality and the values embodied
  • Describe the target audiences and their expectations

3Verbal Identity and Visual Territory

Making the platform usable

  • Define a tone of voice and workable writing rules
  • Build key messages and their variations by audience
  • Frame visual assets and the rules governing their use
  • Formalise the guidelines and reference examples

4Roll-Out and Long-Term Consistency

Making the brand hold up day to day

  • Adapt the brand to priority touchpoints
  • Equip internal teams and external suppliers
  • Organise approval of outputs and decision-making
  • Track awareness and actual use of the defined reference points

Who is it for

Communication managers, marketing officers, leaders of small organisations and project managers responsible for the brand.

Prerequisites

No prior knowledge required

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.