Overview
Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to. This course will get you started on the road to creating a perfect brand.
Learning Outcomes
After you complete this course, you will be able to:
- Define what a brand is (particularly a strong brand) and what branding is about
- Define various types of brand architecture and brand extension
- Identify your brand’s products, the features of those products, and their values
- Write a mission, vision, and style statement for a brand
- Describe the basics of positioning a brand
- Understand the basics of creating a visual identity, including a brand name, slogan, and logo
- Help your employees live the brand by empowering them to be ambassadors and creating strong brand touch points
- Effectively plan an internal and external brand launch
- Monitor and evaluate your brand, and understand how to respond to the results
Course Outline
- 2.1: Defining Brands and Branding
- 2.2: Characteristics of a Strong Brand
- 3.1: Identifying Your Products and Features
- 3.2: Identifying Your Values
- 3.3: Individual Exercise
- 4.1: What a Mission Statement is All About
- 4.2: Time for Reflection
- 6.1: Identifying Your Ideal Position
- 6.2: Positioning Workout
- 7.1: Writing a Style Statement
- 7.2: Style Exercise
- 8.1: The Forward-Facing Elements
- 8.2: Developing Your Brand Name
- 8.3: Developing a Slogan
- 9.1: Graphic Design 101
- 9.2: Types of Visual Identities
- 9.3: Pop Culture Test
- 10.1: Transforming Your Employees into Ambassadors
- 10.2: Understanding Touchpoints
- 10.3: Creating a Unique Experience at Each Touchpoint
- 14.1: What Does SWOT Stand For?
- 14.2: Sample SWOT Analysis
- 16.1: Understanding the Matrix
- 16.2: Using the Matrix
- 18.1: Refreshing and Re-Launching
- 18.2: Taking on a Total Re-Brand
- 18.3: Case Study
- 19.1: Understanding Brand Architecture
- 19.2: Understanding Brand Extension
