Brand Building: “A Step-by-Step Process to Elevating your Organization's Brand to Keep Loyal Fans and Attract New Fans”

On-Demand, available until March 14, 2020
Recorded March 7, 2019

Categories: Branding, Communication Strategy

Does your brand feel like it’s not connecting with its customers?

Maybe it feels dated, tired or old?

Possibly not in line with the innovative new products that your company is developing?

Or, lacking in purpose?

As a communications and public relations professional, each and every day, influence both the immediate as well as the long-term direction of your organization’s brand. If you wear the dual hat of marketer, you may have direct control of a brand’s voice, look and feel.

In this webinar, you will learn from marketing communications expert Stephen Dupont, APR, who has helped shape, build and refresh numerous B2C, B2B and nonprofit brands throughout the course of his career – from start-up medical device brands to B2b manufacturers to professional services.

Dupont will guide you through a step-by-step process to consider in launching a new brand or sub-brand from scratch, or refreshing a tired, existing brand. He’ll help you refocus your efforts at what really matters in the continuous development of a brand and its emotional connection between your organization (the brand owner) and your customers (purchasing customers, employees, investors, and other stakeholders).

In this webinar, you will learn:

How to build or refresh a brand
How to conduct research to provide the insights needed for a more authentic brand
Why centering a brand within a purpose is critical to brand building
The importance of speaking to your core audience
How to emotionally connect with your customers with emotion


Stephen Dupont, APR, vice president of public relations and branded content, Pocket Hercules

Photo of Stephen Dupont, APR

Dupont has 25 years of experience in public relations, branding, content development and media strategy. He also has more than 2,700 first-degree LinkedIn connections. To learn more about Stephen Dupont, visit his LinkedIn profile.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.