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.