Achieving Business Success through Brand Identity

Members: $310

Non-Members: $415

CPD CREDITS Earn 1.2 CPD

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As the brand owner within an organization, marketing plays a vital role in ensuring that each brand is distinct, well-defined, and relevant. A robust brand identity not only aids in making informed decisions but also optimizes marketing investments, leading to increased revenue and market share. This becomes even more important in today’s dynamic landscape, where organizations must embrace new realities, including harnessing the power of AI, and showcasing their alignment with objectives like ESG.

This training session is designed to empower marketers to take the lead in establishing a compelling brand identity. It will explore effective strategies for leveraging this distinctive brand identity to drive measurable business outcomes.

Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.

Why a defined brand identity is essential for business success and the consequences of neglecting it.
How to recognize if you don’t have a strong brand identity.
Current trends that would require a brand identity refresh.
Effective strategies to secure stakeholder buy-in to develop a differentiated brand identity.
Steps to implement the brand identity and unlocking revenue opportunities.

Exploring case study examples demonstrating successful approaches to gaining support for building a distinct brand identity. Witnessing how these strategies, when applied, resulted in measurable business outcomes.
In-session exercises to apply learnings to your current business challenges.
A reference document outlining the steps and strategies covered in the session, serving as a valuable resource for future implementation.

Marketing and brand professionals seeking strategies to enhance the influence of branding on their businesses.

Joanne Pawlicki
Pawlicki Marketing & Communications

Joanne Pawlicki is a strategic global marketing and branding expert with over 20 years of experience and a track record of growth across four different countries, eight different industries, and 30 brands, including Kellogg’s, Cineplex, and the CN Tower. Her marketing expertise is broad with deep proficiency in brand, product marketing, communications, digital, and loyalty. Her career has been built working for blue chip CPG, Retail, Entertainment, and Attractions organizations in Canada and abroad.

Joanne’s passion and strength is branding and she has developed consumer-validated brand identities, postioning, and strategy for over 18 brands. At George Weston Foods in Australia, she rebuilt and rebranded their multi-branded cake portfolio from the ground up, delivering 20% growth post-relaunch and re-securing its #1 brand ranking in Australia. At Cineplex, Joanne developed brand and visual identities for their core proprietary exhibition and foodservice brands, including Cineplex VIP and Poptopia.

Currently, Joanne heads up her consulting company, Pawlicki Marketing & Communications, and is sought out by CEOs and Presidents from B2B, B2C, and Not-For-Profit organizations across Canada and the US to engineer marketing, brand, and communications solutions to solve strategic problems, transform consumer perceptions, and drive growth.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague