Branding Foundations (2020)

Course details

Strong, effective brands give you a competitive advantage in the marketplace and help you weather the storms of market competition. Whether you have an existing brand or you’re starting a new one from scratch, this course provides the tools and frameworks you need to build brand equity. Learn how to define your core values, link them to your brand, and launch and communicate the brand effectively, both internally to employees and externally via social media, PR, advertising, packaging, and other channels. Instructor Drew Boyd, a marketing expert with over three decades of experience, also explains how to measure brand performance and sustain its value and relevance over time.

Topics include:
- Define brand.
- Explain the significance of brands.
- Outline the steps of the branding process.
- Identify your core values and purpose.
- Create brand drivers.
- Design your brand architecture.
- Identify and understand customers.
- Link brand to product and service.
- Manage brand equity.

Concepts

0. Introduction

01 - Building a successful brand
02 - What you should know before watching this course

1. Understanding Branding

03 - What is a brand
04 - Understanding why brands are important
05 - Understanding the branding process

2. Defining the Brand

06 - Identifying your core values and purpose
07 - Creating brand drivers
08 - Deciding on what to brand
09 - Designing your brand architecture
10 - Identifying the brand personality

3. Positioning the Brand

11 - Identifying your customers
12 - Understanding your customers' beliefs
13 - Developing your brand promise - The value proposition

4. Expressing the Brand Identity

14 - Developing the brand's name
15 - Creating the brand look and feel
16 - Creating the brand promise touchpoints

5. Communicating the Brand - Internally

17 - Identifying the internal channels
18 - Creating the brand book
19 - Linking the brand to product and service design

6. Communicating the Brand - Externally

20 - Identifying the external channels
21 - Expressing the brand in digital and social channels
22 - Expressing the brand through packaging
23 - Creating branded spaces and environments

7. Measuring Brand Performance and Value

24 - Understanding brand performance
25 - Managing brand equity

Conclusion

26 - Mastering your branding skills