Course DescriptionSocial impact brands are in touch with the human experience and transcend design, logo, taglines—and often even organizational boundaries through the structure of campaigns, movements, and initiatives that are not tethered to one system. In some cases, partners are required to transcend their own identities for a common purpose and the greater good. Leaders and other influencers are part of this brand ecosystem. Alignment is critical so that brand purpose as well as individual purpose are consistent making brand building everyone’s job—even if it is not your direct responsibility. The Georgetown University Certificate in Social Impact Branding teaches you how to map and activate this eco-system to build a brand strategy through empathy, emotion, and engagement.
Day 1: Today is grounded in learning CSIC’s approach to social impact branding in order to understand how this is work is duly the same and different to general branding. Whether you are building a corporate brand based upon purpose, a CSR initiative, public sector campaign, coalition, or a nonprofit organization, the brand challenge is multi-layered, human-centered, and requires a deeper understanding of the forces that drive brand creation.
Key Topic Areas: • Elements of branding • Branding through the lens of social impact • Applications of brand concept across the landscape • The role of partners, leaders, influencers, individuals • Defining your eco-system • Preview of capstone
Day 2: Today you will explore the idea that social impact branding is an ecosystem that puts the beneficiary at the center of a network supported by stakeholders and partners. The focus will be on application of the model to a social impact challenge, and a deeper understanding of your own needs.
Key Topic Areas: • Defining brand purpose • Putting humans at the center • Behavior change and branding • Understand empathy and emotions • Power of co-creation and differences
Day 3: Today you will explore the idea that social impact branding is an ecosystem that puts the beneficiary at the center of a network supported by stakeholders and partners. The focus will be on application of the model to a social impact challenge, and a deeper understanding of your own needs.
Key Topic Areas: • Capturing your own social impact brand ecosystem • New perspectives from other social impact branders • Understanding your own strengths • Mapping an action plan
Upon successful completion of the Certificate in Social Impact branding, you will be able to:
1. Understand the types of social impact brands including purpose brands, causes, and movements, to organizational and individual brands
2. Learn how to analyze and strengthen a brand eco-system that includes beneficiaries, influencers, partners, volunteers, and funders
3. Activate your own role as a social impact brander
Applies Towards the Following Certificates
- Certificate in Social Impact Branding : Required