Contents
Introduction
Corporate identity: Anchor of the brand in a dynamic environment.
customers as decision makers who also act emotionally and socially.
Customer expectations: B2C, B2B, brand image.
Brand management as an integrated approach.
Brand as a platform for identity
- Readjustment of the brand under the conditions of the digital age as a process of change.
- How are we talked about - who are we for our core target group - who do we want to be - how do we act - how do we get closer to our customers ' expectations?
- The three pillars of corporate identity:
- Corporate behavior: customer persona, define character type, type and promise as brand content; behavior guidelines incl. social media guidelines.
- Corporate design: shaping identity; image before language, emotion before reason; neuroscience findings, implicit language of image or typography.
- Corporate Communications: How does the company speak? How does it conduct the dialog? What does it have to say? Communication as an integrated task; trends.
- (Online) reputation management: monitoring communication about and with the company; brand development and moderation as a permanent task.
- Managing the brand value
Identity comes from within
- Our self-image? Our promise? How do we want to develop?
- Participation in the company creates acceptance; positioning in competition.
- Brand management as moderation; identity online and offline.
- Content management as a basis; developing an editorial plan.
- Implementation and metrics: install a learning system as an overall view offline and online.
- Human resources, organization.
Brand image as a result of media and personal encounters
- Brand - customer relationship: character and roles; customer contact points.
- Moderation of the brand on the web. Personal contact is just as important: Events. Service.
Best practice examples
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this qualification measure after you have registered.
Your benefit
You learn,
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to understand the importance of a corporate identity as the basis for brand management in the digital age and to approach it as an ongoing process,
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How to realign your corporate brand in eight targeted steps,
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starting with the corporate identity, which is built up authentically from within,
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how the design emphasizes the company's central promise to customers ,
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how the required openness in communication with customers can be established and managed within the company,
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how the interplay between the levels of behavior, communication, design and online reputation can be used to (further) develop a corporate character as a basis for success,
how brand image can be measured and managed.
Methods
Trainer input, practical examples from B2B and B2C, checklists, practice-oriented group work, discussion.
Recommended for
Marketing managers, brand managers, brand managers, corporate identity managers, social media managers, business development managers, heads of corporate communications, sales managers, managing directors as well as specialists and managers from marketing, communications, PR and advertising.
Further recommendations for "Corporate identity and digital brand management"
Seminar evaluation for "Corporate identity and digital brand management"







1921
Start dates and details

Monday, 14.07.2025
09:00 am - 5:00 pm
Tuesday, 15.07.2025
09:00 am - 5:00 pm
Wednesday, 10.12.2025
09:00 am - 5:00 pm
Thursday, 11.12.2025
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

Monday, 23.02.2026
09:00 am - 5:00 pm
Tuesday, 24.02.2026
09:00 am - 5:00 pm

Wednesday, 29.07.2026
09:00 am - 5:00 pm
Thursday, 30.07.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.