Build A Brand Workshop

A practical, step-by-step guide to creating a professional brand that stands out

What you'll learn

Discover how building a brand contributes to lower costs, higher loyalty, more sales and higher margins

Learn the 3 core elements that come together to form your brand: Identity, DNA and promise

Determine why your brand exists, and what you are really offering to customers, beyond your literal product

Develop an in-depth understanding of your customers and what they need from you

Work through a process to ensure that what you are offering aligns with what your customers value

Understand who your organisation is really competing with, directly and indirectly, and how to differentiate against them

Create an overarching brand vision that will form the structural foundation of your brand strategy

Understand the nature of "brand identity", and how to create a brand that is compelling and differentiated

Work through the process of developing a brand personality

Learn how to select visual elements that efficiently and effectively communicate your brand (including colours, fonts, logos and a name)

Understand how non-visual brand elements also contribute to your customer's experience of your brand

Pull together a 'brand on a page' document that will underpin all future decisions about your brand and inform your whole business strategy

Requirements

No marketing, design or business experience required! This course breaks down the techniques highly sophisticated brands use in a very practical, step-by-step way that anyone can do.

Description

I can't tell you how many times I've heard Marketers described as a "gurus" or "wizards", as if there's something mystical about what we do. The truth is, there's nothing magical about it. If you can gather the right information and follow the right process, you've got what it takes to be a Marketer.Brand strategy is an area I've noticed people get particularly confused about, which is why I've designed this course to demystify the process of building a brand. I've broken it down into very hands-on steps that help you bring together all of your business ideas and transform them into a professional brand that stands out and really communicates what you have to offer.At the end of the course you will know your brand inside and out, which will clarify what you're selling, who you're selling it to and how to sell it.You'll have a compass that will guide you through all your future business decisions, making them faster and easier.And you'll have a ready-to-go brand reference document for your own use but also for agencies and collaborators, that ensures any work on your brand consistently aligns with your vision, saving you time and money.

Overview

Section 1: Welcome!

Lecture 1 Introduction

Section 2: What is a brand, and why are they important?

Lecture 2 Why Brands Are Important

Lecture 3 What A Brand Actually Is

Section 3: Your Brand Promise

Lecture 4 Your Brand Promise - Introduction

Lecture 5 Your Brand Promise - Identifying Your Customers

Lecture 6 Your Brand Promise - Making Your Offering Valuable

Lecture 7 Your Brand Promise - Identifying Your Real Competitors

Lecture 8 Your Brand Promise - Bringing It All Together

Section 4: Your Brand DNA

Lecture 9 Understanding to Your Brand's DNA

Lecture 10 Your Brand's DNA - Identifying Your Brand's Values

Lecture 11 Your Brand's DNA - Define Why Your Brand Exists

Lecture 12 Your Brand's DNA - Write A Meaningful Brand Vision You'll Actually Use

Lecture 13 Your Brand's DNA - Pulling It All Together

Section 5: Your Brand's Identity

Lecture 14 The Fun Part! Your Brand Identity

Lecture 15 Your Brand Identity - Define Your Brand's Personality

Lecture 16 Your Brand Identity - Decide On A Name (One That Saves You Money!)

Lecture 17 Your Brand Identity - How To Choose A Logo (And Do You Even Need One?)

Lecture 18 Your Brand Identity - Choose Colours That Work For (Not Against) Your Brand

Lecture 19 Your Brand Identity - Selecting Images That Support Your Brand

Lecture 20 Your Brand Identity - How Does Your Brand Sound?

Lecture 21 Your Brand Identity - Signature Scents (Dos & Don'ts)

Lecture 22 Your Brand Identity - How Your Brand Feels

Lecture 23 Your Brand Identity - Drawing It All Together

Section 6: Your Brand Strategy On A Page (Yep Just One Page!)

Lecture 24 Your Brand On A Page (Your 1-Page Brand Strategy)

Lecture 25 That's A Wrap! Congratulations!

Hobbyists, small business owners and start-ups who want to create a brand the right way from the start,Owners of existing enterprises who need to get more strategic and professional about their brand-building,Non-marketers who are moving into a role with brand responsibility,New or graduate marketers who are trying to figure out how to apply the theory they learned at school in a real-world environment,Experienced marketers looking for a framework to tighten their organisation's brand strategy process