Certification Institute:Brand Building WorkshopBrand Building Workshop

Program OverviewFaculty:

Glenn H TeckerPresident and CEO

Tecker Consultants LLC

Robin WedewerPresident

Wedewer Research

Program Overview

Building Your Program’s Brand Program Outline:

Welcome & Introduction

Agenda and Objectives

I How to Make the Case for Investment: Defining the terms Anticipating the future Competition and value proposition Strategic value - credentialing as leverage

II How To Find Out: Finding out what certificants & stakeholders really value Finding out what certificants & stakeholders really want Finding out what certificants & stakeholders really need Acting on the information

III. How To Focus: Focusing on primary and secondary markets Focusing on core values Focusing on primary benefits & preferred attributes Case study Action planning

© 2009 BY Tecker Consultants LLC & Wedewer Research 2

Program Overview

III. How to Align: The Key to Brand Consistency Aligning enterprise behavior Aligning staff behavior Aligning delivery & access vehicles Earning the desired reputation Case study Action Planning

IV. How to Communicate: Communicating the right messages Communicating through the right vehicles Communicating realistic optimism Earning certificant & stakeholder loyalty Action Planning

V. Lessons Learned

© 2009 BY Tecker Consultants LLC & Wedewer Research 3

Some Key Topics: Bad and best practices of brand related research.

Traditional assumptions about accreditation, licensing certification and certificates that produce “dumb info”.How to determine what really constitutes value and preferences of certificant/stakeholder and prospective certificant/stakeholder.Developing a research agenda and monitoring system to sustain brand freshness.Subtleties of brand research methods in credentialing organizations.Defining the brand message.Key attributes and manifestations.Defining and implementing brand behavior at the enterprise, group and individual levels.Mapping the culture, behavior and experience needed to earn the desired brand reputation.How to achieve consistency and avoid behavior that destroys the desired brand reputation.Case studies.Lessons learned and guided action planning for your own initiative.

© 2009 BY Tecker Consultants LLC & Wedewer Research

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