Designing an Authentic Brand

Course details

An authentic brand is a powerful brand. It knows who its audience is, what they want, and how to reliably deliver it. When branding doesn’t have to try hard or fake anything, its sincerity can rise above the clamor. In this course, learn how to develop, maintain, and evolve an authentic brand. Instructor Justin Ahrens explores the research and processes that go into finding your brand's focus. He goes over the building blocks of a successful brand—one that can not only deliver on its promises, but also live its values. Plus, learn about identifying your brand's personality, what authenticity means to your customers, and the power of consistency and truth.

Concepts

0. Introduction

01 - The power of truth

1. Defining What Is Authentic

02 - Who are you
03 - Find your focus
04 - Who are your competitors
05 - What can you build off of

2. Understanding Your Audience

06 - What does authenticity mean to your customers
07 - Who needs your brand
08 - Do you have the right brand personality
09 - Is your brand focused and flexible

3. How Can You Be Unique

10 - Does authentic mean original
11 - How can you be imperfect
12 - Where can you be good
13 - Being the guide in your story

4. Delivering on Your Promise

14 - Being clear on what you promise
15 - The need for a road map
16 - Consistency is a building block
17 - An authentic brand lives its values

Conclusion - Continue to Evolve

18 - Authenticity that evolves