Branding Foundations

Introduction

• Building a successful brand
• What you should know before watching this course

1. Understanding Branding

• What is a brand?
• Understanding why brands are important
• Understanding the branding process

2. Defining the Brand

• Identifying your core values and purpose
• Creating brand drivers
• Deciding on what to brand
• Designing your brand architecture
• Identifying the brand personality

3. Positioning the Brand

• Identifying your customers
• Understanding your customers' beliefs
• Developing your brand promise: The value proposition

4. Expressing the Brand Identity

• Developing the brand's name
• Creating the brand look and feel
• Creating the brand promise touchpoints

5. Communicating the Brand: Internally

• Identifying the internal channels
• Creating the brand book
• Linking the brand to product and service design

6. Communicating the Brand: Externally

• Identifying the external channels
• Expressing the brand in digital and social channels
• Expressing the brand through packaging
• Creating branded spaces and environments

7. Measuring Brand Performance and Value

• Understanding brand performance
• Managing brand equity

Conclusion

• Mastering your branding skills