Brand Strategy for Designers

Course details

Designers: If you've ever wanted to be involved with the long-term strategy for a brand, not just the design, this is the course for you. Learn how to partner with stakeholders and company leaders to define the core elements of a solid brand: its purpose, audience, and position in the marketplace. Instructor Stefan Mumaw—a design consultant to such prestigious brands as Johnson & Johnson, Coca-Cola, and Sony—explains how to turn those ingredients into a cohesive strategy. He also shows how to leverage the strategy to build out individual design elements, such as the company logo. Whether you're building a business from scratch or evolving an existing identity, these tips will help you create a compelling brand—one that moves customers to action and inspires lasting connection.

Learning objectives
What brand strategy is and what isn't
Defining your purpose, your audience, and your market
Brand design
Logo design

Concepts

0. Introduction

01 - Strategy is just a fancy word
02 - Who this course is for

1. Foundations of Brand Strategy

03 - What is a brand strategy
04 - What isn't a brand strategy
05 - Why is a brand strategy necessary

2. Steps in Creating a Brand Strategy

06 - Identify the differences between business and brand strategy
07 - Define what your brand does
08 - Define who your target audience is
09 - Define your market and competition
10 - Define the values that guide you

3. From Brand Strategy to Brand Design

11 - Brand design isn t just art
12 - Choose a great name
13 - Create a memorable logo design
14 - Use the right tone of voice
15 - Develop a brand style guide

Conclusion

16 - Courses for you to take

Brand Strategy for Designers

Authors

Stefan Mumaw