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Brand Experience and Human Resources – How a healthy brand culture delivers the strongest touchpoints

Thursday, 22 January 2015 @ 9:30 am - 4:00 pm

Brand Touchpoints

Book NowOverview

Touchpoints are the myriad of interactions between a corporate brand and its audience that tests the brand’s integrity.

Collectively these touchpoints form the brand experience from which the audience appraises the brand. The audience includes staff, suppliers and customers. Brands are only as strong as their weakest link. Learn through exercises and examples, how to communicate and measure the brands integrity at every touchpoint. Consider how each touchpoint is a realisation of the brand. The course includes: culture, values, senses, environment and social events.



Six key things you will learn on this course:

  1. How values drive the behaviour of the brand
  2. How employees are fundamental to the brand experience
  3. How engaging all the senses: sight, sound, touch, taste and smell deliver powerful brand experiences and points of difference
  4. How the environment, ambience and physical manifestation of the brand contribute to the brand experience
  5. How social engagement through events, traditions and anniversaries are vital to the brand and create emotional ties
  6. How to create a touchpoint map



This course is for you, if you are an…

  1. HR professional
  2. Recruitment specialist
  3. Marketing professional
  4. Business owner/director/entrepreneur



9:30 Registration and Coffee





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Session 1: Brand Culture: How a healthy brand culture delivers the strongest touchpoints.

11:00 Morning Refreshments

Session 2: Sensations: Sight, Sound, Smell, Taste, Touch: How sensory branding engages the senses and delivers the most emotive touchpoints.

12:30 Lunch and Discussion

Session 3: Social Events (Anniversaries, Traditions), Physical and Ambient Environment: How social events, the built environment and ambience contribute to a compelling world of experiences radiating from the brand.

14:30 Afternoon Refreshment

Session 4: Touchpoint Mapping: How to map touchpoint journeys for analysis and review.

15:45 Conclusions and Action Planning
(Finish time est 16.00)




Paul Hitchens

Branding Consultant

Paul Hitchens is a highly experienced marketing and brand consultant and the co-author of Create the Perfect Brand (2010) and Successful Brand Management (2014), ‘teach yourself’ guidebooks to branding. He has extensive experience in branding, including manufacturing and service brands, and has created and implemented brand strategies for new business ventures, start-ups and established organisations. After a successful agency career that included an award-winning recruitment campaign at the PA Consulting Group and Automotive Branding at Wolf-Olins, he became a founding partner of the brand consultancy Verve Interactive Ltd.

Paul is a member and course director with the Chartered Institute of Marketing (CIM) and has lectured at the Henley Business School, presenting the brand module for the MSc in strategic marketing leadership. He has contributed articles on branding to business journals including Management Today and Start Your Business magazine and has been interviewed on both television and radio regarding corporate branding.

As well as consulting, Paul currently delivers Symposium training workshops on employer branding and brand experience for HR professionals.


    Additional Information

    Training FAQ

    What food and refreshments are provided?

    Generally coffee and light refreshments are available on arrival and at tea and coffee breaks throughout the day.  The times of these are made clear in the event programme.

    Lunch is served on full day events.  We arrange a buffet with a selection of options to accommodate different dietary requirements, but if you have specific needs please feel free add this on the ‘additional information’ section of the online booking for or to email us.  Contact us here.

    I have a discount code – how do I claim it?

    If you have been sent a discount or special offer ‘coupon code’ this can be entered in the shopping cart while booking and your discount will be applied to your purchase.

    I have a ‘ticket’ email but it does not say the right delegate names?

    Don’t worry.  You don’t need the ‘ticket’, it’s just produced by the booking software to confirm the order.  

    If you added delegate details on the booking form when you completed your order or told us by phone or email the names of the attendees, these people will be registered and do not need to bring the ‘ticket’.


    How do I pay? Can I have an invoice? Can I pay with a credit card?

    Payment can be made by credit card when you book, or you can specify cheque, bank transfer or invoice etc. once you complete the registration form.

    An invoice or receipt is automatically sent once booking is completed online.

    For cheque and BACS payments, our account details can be downloaded here.

    Credit card details can be taken by telephone, please call our account department on +44 (0)20 7231 5100. We do not store any credit card details used for payment.

    Online credit card payments are transacted via Paypal – you do not need a Paypal account to use this facility.

    How do I book an event?

    You can book online
    Simply scroll down the page to the “Tickets” section. Select the number of places you wish to book and then click “Add to Cart”. You will then be taken to the shopping cart where you can confirm your purchase details, enter any discount or special offer coupon codes you may have, and arrange payment.

    You can book by telephone
    Simply call us on 020 7231 5100.

    Event Date Changes

    Changes are sometimes needed due to circumstances beyond our control such as trainers being ill, poor weather and so on.  In the very rare circumstances that we need to change the date for an event we will automatically offer you a place on the next available event date.  If this is not suitable for you we will refund your booking fee.

    We cannot accept liability for travel and accommodation costs and strongly advise you not to book cheap ‘non-refundable / no change’ tickets and to check your insurance covers travel and accommodation in these circumstances.

    Can you recommend a hotel near the venue?

    Yes! Some of our events are actually held at hotels, but not all of them, so we have put together a page to help you find a suitable hotel near all of our main venues.

    Can we run this event in-house?

    Yes we can run the event in house for you.

    There is some information on our in house option here and we suggest you contact us to discuss the options.


    Can I cancel my booking or transfer to another event?

    Please see our full terms and conditions here .

    • Cancellations can be made up to one month before the event. Cancellations must be confirmed in writing and will be subject to a cancellation charge of £100 + VAT.
    • Cancellations at less than one month from the event date are be subject to full payment.
    • Substitutions may be made at any date and are subject to a £100 + VAT administration fee.
    • Non-payment or non-attendance does not constitute a cancellation.
    • If you want to change to another course date, or different event, we will do our best to accommodate your request, but we reserve the right to refuse changes. Any changes are subject to a £100 + VAT administration fee.


    Book here


    Thursday, 22 January 2015
    9:30 am - 4:00 pm
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    CCT Venues Barbican
    Aldersgate House, 135-137 Aldersgate Street
    London, EC1A 4JA United Kingdom
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    020 7776 4798
    View Venue Website


    Symposium Events
    020 7231 5100