Business Branding: The Complete Course Part 2 - Expression

Express Your Business Brand With Advanced Messaging And Storytelling Frameworks

What you'll learn

Brand Storytelling

Brand Messaging

Brand Expression

Visual Identity

Brand Presence

Neuro Science

Brans Psychology

Colour Theory

Typography

Brand Identity Design

Requirements

You will get more benefit if you have completed part one though you can take the lessons from part two as stand alone lessons

Description

Welcome to business branding the complete course part 2This is a continuation from business branding the complete course part 1If you’ve completed part one, you will have already developed a solid strategic foundation for your brand, which we we now look to strategically express in part two.Part 1 is all about strategy and developing a solid and substantial foundation for your brand.We set the tone with the brand anatomy outlining the elements of a strategic brand and where the all fit together before diving into the importance of strategy and strategic thinking.We laid out your purpose vision, mission and values of the internal brand which make up the substance, beliefs and behaviours of your brand before exploring and developing each element of your positioning strategy including your audience persona, competitive research and your differentiator.We developed your brand personality using advanced techniques through the archetypal framework along with a visual representation and tone of voice for your brand persona.In part two, we’ll be taking everything you’ve created in part one and building on it to develop your brand expression framework which focuses heavily on your messaging and storytelling.We begin with a focus on brand psychology and neuroscience. Before we develop a communication framework, we need to understand what messages our brain seeks out and what they filter out and why.We’ll look at the impact emotion has on decision making and how the biggest brands in the world use it as a craft.Both our core message and brand story are intertwined and lean on each others to draw the audience in and then nurture them.We look at the advanced frameworks that allow us, not only to strategically break down what we want to say and how we want to say it, but that provides us with a guide for creating advertisements, website copy, email marketing, social media posts and more.You’ll discover techniques and processes for developing a premium brand name and tagline before we define your brand promise and uncover its power.We’ll take an objective look at the visual identity and learn how to inject strategy into its development before we uncover how to build your brand presence using your communication frameworks and digital marketing channels.By the end of part one and part two, you’ll have built a strategic brand from the ground up. You’ll have a brand book that will act as your brand management guide and the techniques processes and frameworks to replicate the process.

Overview

Section 1: Introduction

Lecture 1 Thank You

Lecture 2 Modern Brand Storytelling

Lecture 3 What You'll Learn

Section 2: Brand Psychology

Lecture 4 The Power Of Simplicity

Lecture 5 The Role Of Emotion

Lecture 6 EXAMPLES: Emotion In Branding

Lecture 7 Before & After Emotional States

Lecture 8 5 Effective Keys To Neuromarketing

Lecture 9 CASE STUDY: A Taste Of Neuromarketing

Section 3: Core Message Framework

Lecture 10 What A Core Message Is And Isn't

Lecture 11 Primary Key Messages

Lecture 12 Secondary Key Messages

Lecture 13 How To Write Copy

Lecture 14 TAKE ACTION: Craft Your Core Message

Section 4: Storytelling Framework

Lecture 15 History, Science And Emotion Of Storytelling

Lecture 16 The Hero's Journey

Lecture 17 The Audience's Journey

Lecture 18 How To Write Your Story

Lecture 19 EXAMPLES: Storytelling In Branding

Lecture 20 TAKE ACTION: Develop Your Story Framework

Section 5: Brand Name, Tagline & Promise

Lecture 21 How To Develop A Premium Brand Name

Lecture 22 TAKE ACTION: Develop Your Brand Name

Lecture 23 How To Develop A Memorable Tagline

Lecture 24 TAKE ACTION: Develop Your Tagline

Section 6: Visual Identity

Lecture 25 The Importance Of The Logo

Lecture 26 The Brand Identity System

Lecture 27 Strategy: The Core Ingredient Of Design

Lecture 28 Visual Strategy: Logo Design

Lecture 29 EXAMPLES: Inspirational Logo's

Lecture 30 Visual Strategy: Colour

Lecture 31 Visual Strategy: Typography

Lecture 32 Visual Strategy: Image Style & Graphics

Lecture 33 EXAMPLES: Brand Identity System

Lecture 34 Hiring The Right Designer

Lecture 35 Arming Your Designer

Lecture 36 TAKE ACTION: Create Your Brand Identity System

Section 7: Brand Presence

Lecture 37 Your Digital & Physical Presence

Lecture 38 Effective Websites Are More Than Looks

Lecture 39 EXAMPLES: Effective Websites

Lecture 40 Social Media Presence

Lecture 41 EXAMPLES: Effective Social Media Messaging

Lecture 42 Digital Marketing Strategy

Section 8: Guiding Your Brand

Lecture 43 Your Brand Book

Lecture 44 Thank You

Entrepreneurs,Business Owners,Brand Managers,Brand Designers,Brand Strategists