The Brand Identity Blueprint: Define, Build, and Leverage for Maximum Impact

• Why a defined brand identity is essential for business success and the consequences of neglecting it.
• How to recognize a strong and weak brand identity.
• Current trends and circumstances that would require a brand identity refresh.
• The building blocks of a robust, modern brand identity.
• How to leverage and implement the defined brand identity and unlock revenue opportunities.

• Real-world case studies that demonstrate the frameworks and processes used to build distinct brand identities.  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 frameworks, steps, and strategies covered in the session, serving as a valuable resource for future implementation.

Marketing and brand professionals seeking to solidify their understanding of the elements of a strong brand identity, how to create one, and how to leverage it to impact and influence their business. 

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