Module 1 – Getting Started
We want you to learn how you can make the change you want to see in the world happen. We will do this by supporting you in creating a smart brand strategy that will help you build relationships with the right audience, at the right volume.
This course is created for three types of learners – though more might exist who find it useful.
(Co-)founders: You want to understand brand better, and how you can use it make your venture a success. You need a (cost-)effective way to build both your knowledge of the process and your skills, so you can avoid costly mistakes.
Brand/marketing/comms professionals or creatives: You want to ‘up’ your strategy knowledge and brand thinking skills. Guide your clients and execute your projects with more confidence.
Solo entrepreneurs and consultants: You want to understand how you can create a credible and authentic personal brand that establishes you as an expert, in order to land your dream clients.
What will we cover?
Brand Strategy First, we will create a strategy: the plan that outlines the role that brand will play in fulfilling your purpose.
Brand Then, we will help you give shape to that strategy, by imagining the brand itself: what its driving principles are, what it will look and sound like, and how you can bring it to life.
Prototyping, testing Lastly, we will talk about creating a prototype and testing it, which allows you to understand if your strategy works for your audience.
What will you learn?
When you have completed this course and done the assignments, you will:
(finally) understand what a brand strategy actually is
feel in control: you will have a clear overview of a brand development process, connecting the dots between all the different steps
know how to create an inexpensive brand prototype
understand what makes a strong brand, and how to test your (existing or future) brand scores according to criteria of strength
understand what to do next when the test results come in
What will you have at the end of it?
When you have completed all the assignments, you will have:
a brand strategy on a page (purpose, insight, proposition, positioning) that will keep you on track in the months and years to come
the brand defined and captured on your own Brand Thinking Canvas, giving you a compass for all your brand experiences, from product to places and events, communications, partnerships, HR and technology
personas for your audience(s) that you can use later in communications and marketing, ensuring they are 'on brand'
a brand prototype (including brand story, mood board and wireframe) that will help you to save tons of money and time that could otherwise be wasted
test results with valuable feedback and input from potential customers that will boost your understanding of how your brand can help bring them on board with your idea for change
How is this course different from the book, Brand The Change?
The book covers the entire brand building process at a birds eye view. In the course, we're diving much deeper into strategy.
We will use a new tool, the brand-strategy-on-a-page, that forces simplicity and clarity in your strategic work
We describe prototyping and testing (which are not in the current edition of the book).
We will follow one brand case study step-by-step, which gives you a practical comparison for every step of your own journey.
The book is available in paperback and as an ebook through your favourite independent bookstore or online shop. It's available in English, Korean and Arabic.