Create a Brand Strategy

Course details

Great brands garner enormous value to a business. They help a customer to see your business, like it, and be loyal to it. What's more, great brands help leaders to know what to prioritize and what to deprioritize as they develop content, innovate their offering, and scale their businesses. While it may seem that great brands emerged into culture fully realized, the best come from an intentional defining of the brand strategy.

In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.

Topics include:
Framing your strategy
Crafting your brand promise
Defining your brand character
Activating your strategy
Identifying your plan of action

Concepts

0. Introduction

01 - Defining your distinctive brand strategy
02 - Explore the foundations of brand strategy

1. Frame Your Brand Strategy - Starting with Customer and Market Research

03 - How to build your strategy - A customer research focus
04 - Forming a strategy through strong customer interviews
05 - Leveraging customer research to develop a customer profile

2. Develop Your Brand Promise - Building a Unique Position

06 - Discovering your unique brand value to build a strategy
07 - Creating a customer benefit ladder - Deliver connection
08 - Bringing it together - Write your brand positioning statement

3. Define Your Brand Character - Articulating Brand Value

09 - Identifying your brand character - Select an archetype
10 - Describing your brand character - Hone brand personality
11 - Fleshing out your brand - Define brand edges

4. Activate Your Brand Strategy - Connecting with Customers

12 - Tailoring the customer journey - Nurture down the funnel
13 - Planning creative - Write creative briefs to execute strategy
14 - Evaluating creative - A framework to assess your creative brief

5. Refine Your Brand Strategy - Influencing the Customer Experience

15 - Using the four Ps framework to refine your brand strategy
16 - Using the start, stop, and continue framework
17 - It's time to create your brand strategy

Create a Brand Strategy

Authors

Lindsay Pedersen