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Marketing

Brand Strategy & Identity

A live programme on brand as a commercial tool: research, positioning, narrative, naming and identity systems, delivered as a full brand book.

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What you will be able to do

Outcomes

  • Position a brand against real competitors
  • Write a brand narrative and messaging framework
  • Direct an identity system with a designer
  • Measure brand health over time

Curriculum

  1. 01

    Research

    • Category analysis
    • Customer insight
    • Competitive audit
    • Brand audit
  2. 02

    Strategy

    • Positioning
    • Value proposition
    • Archetypes
    • Messaging framework
  3. 03

    Expression

    • Naming
    • Verbal identity
    • Visual direction
    • Brand guidelines
  4. 04

    Activation

    • Launch planning
    • Internal rollout
    • Brand tracking
    • Capstone brand book

Projects you will build

  • Complete brand strategy and guidelines document
  • Rebrand proposal for a live business

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