Business Branding: The Complete Course Part 2

Welcome to business branding the complete course part 2

This is a continuation from business branding the complete course part 1

If you’ve completed part one, you will have already developed a solid strategic foundation for your brand, which we we now look to strategically express in part two.

Part 1 is all about strategy and developing a solid and substantial foundation for your brand.

We set the tone with the brand anatomy outlining the elements of a strategic brand and where the all fit together before diving into the importance of strategy and strategic thinking.

We laid out your purpose vision, mission and values of the internal brand which make up the substance, beliefs and behaviours of your brand before exploring and developing each element of your positioning strategy including your audience persona, competitive research and your differentiator.

We developed your brand personality using advanced techniques through the archetypal framework along with a visual representation and tone of voice for your brand persona.

In part two, we’ll be taking everything you’ve created in part one and building on it to develop your brand expression framework which focuses heavily on your messaging and storytelling.

We begin with a focus on brand psychology and neuroscience. Before we develop a communication framework, we need to understand what messages our brain seeks out and what they filter out and why.

We’ll look at the impact emotion has on decision making and how the biggest brands in the world use it as a craft.

Both our core message and brand story are intertwined and lean on each others to draw the audience in and then nurture them.

We look at the advanced frameworks that allow us, not only to strategically break down what we want to say and how we want to say it, but that provides us with a guide for creating advertisements, website copy, email marketing, social media posts and more.

You’ll discover techniques and processes for developing a premium brand name and tagline before we define your brand promise and uncover its power.

We’ll take an objective look at the visual identity and learn how to inject strategy into its development before we uncover how to build your brand presence using your communication frameworks and digital marketing channels.

By the end of part one and part two, you’ll have built a strategic brand from the ground up. You’ll have a brand book that will act as your brand management guide and the techniques processes and frameworks to replicate the process.

What's inside

Learning objectives

Brand storytelling
Brand messaging
Brand expression
Visual identity
Brand presence

Neuro science
Brans psychology
Colour theory
Typography
Brand identity design

Brand storytelling
Brand messaging
Brand expression
Visual identity
Brand presence
Neuro science
Brans psychology
Colour theory
Typography
Brand identity design

Syllabus

Introduction

Thank You

Modern Brand Storytelling

What You'll Learn

Brand Psychology

The Power Of Simplicity

The Role Of Emotion

EXAMPLES: Emotion In Branding

Before & After Emotional States

5 Effective Keys To Neuromarketing

CASE STUDY: A Taste Of Neuromarketing

Core Message Framework

What A Core Message Is And Isn't

Primary Key Messages

Secondary Key Messages

How To Write Copy

TAKE ACTION: Craft Your Core Message

Storytelling Framework

History, Science And Emotion Of Storytelling

The Hero's Journey

The Audience's Journey

How To Write Your Story

EXAMPLES: Storytelling In Branding

TAKE ACTION: Develop Your Story Framework

Brand Name, Tagline & Promise

How To Develop A Premium Brand Name

TAKE ACTION: Develop Your Brand Name

How To Develop A Memorable Tagline

TAKE ACTION: Develop Your Tagline

Visual Identity

The Importance Of The Logo

The Brand Identity System

Strategy: The Core Ingredient Of Design

Visual Strategy: Logo Design

EXAMPLES: Inspirational Logo's

Visual Strategy: Colour

Visual Strategy: Typography

Visual Strategy: Image Style & Graphics

EXAMPLES: Brand Identity System

Hiring The Right Designer

Arming Your Designer

TAKE ACTION: Create Your Brand Identity System

Brand Presence

Your Digital & Physical Presence

Effective Websites Are More Than Looks

EXAMPLES: Effective Websites

Social Media Presence

EXAMPLES: Effective Social Media Messaging

Digital Marketing Strategy

Guiding Your Brand

Your Brand Book

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches core principles of branding strategy, including brand anatomy, mission, vision, and values

Develops brand positioning strategies through audience persona, competitive research, and differentiators

Builds core brand personality using archetypal framework, including brand personality, tone of voice, and visual identity

Teaches the importance of brand psychology and neuroscience for effective messaging

Develops strategic communication frameworks for developing messaging and telling brand stories

Provides techniques for developing premium brand name, tagline, and brand promise

Reviews summary

Valuable branding course

According to students, this course guides learners step-by-step through branding development using real world examples. They appreciate the practical knowledge provided in the course, which is useful for implementing in the workplace.

Course materials organized and well thought out.

"The course is well-structured, helps you go step by step through the complex process of developing a brand..."

Course provides practical skills for implementing branding strategies.

"I highly recommend it and will use the knowledge I gained..."

Course includes many relevant real-world examples.

"contains lots of relevant examples..."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Business Branding: The Complete Course Part 2 - Expression with these activities:

Become a mentor

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Share your knowledge and experience to help and guide others

Browse courses on Mentoring

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Create a simple online profile as a mentor
Take the time to answer questions and provide support to those who need it
Share relevant resources and materials
Respect your mentees and their time

Organize a study group

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Facilitate a study group with peers to review, discuss and reinforce course material

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Choose a topic or module to focus on
Gather a group of interested peers
Establish a regular meeting time and place
Prepare discussion questions and activities to facilitate learning
Encourage active participation and contributions from all members

Write a Core Message

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Develop a concise and compelling core message that effectively communicates the brand's value proposition

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Identify the key message points that differentiate the brand
Craft a clear and concise statement that captures the essence of the brand
Use strong verbs and vivid language to create an impact
Ensure the message is consistent with the brand's overall positioning
Test the core message with target audience to gather feedback

Five other activities

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Read About Color Theory

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Gain a solid understanding of color theory and its application in branding

View Walford's Guide to Reference Material: Social... on Amazon

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Learn about the color wheel and its components
Explore color harmonies and how to create effective color schemes
Study the psychology of color and its impact on branding
Analyze color usage in successful brands
Practice creating your own color palettes

Read About Typography

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Review the fundamentals of typography and how it can enhance brand communication

View Graphic Design: The New Basics on Amazon

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Review the history and evolution of typography
Explore the different types of typefaces and their characteristics
Learn about the principles of typography, such as contrast, hierarchy, and readability
Analyze typography in real-world examples

Develop a Brand Name and Tagline

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Create a memorable and effective brand name and tagline that captures the essence of your brand

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Identify key brand attributes and values
Brainstorm potential brand names and taglines
Evaluate and refine the options based on memorability, relevance, and uniqueness
Conduct thorough research to ensure there are no conflicts or legal issues
Finalize the brand name and tagline and document the rationale behind the choices

Write a Brand Story

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Craft a compelling brand story that resonates with your target audience and builds an emotional connection

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Identify the target audience and their needs
Develop a storyline that highlights the brand's purpose, values, and differentiators
Use storytelling techniques to create an engaging and memorable narrative
Incorporate sensory details and emotional appeals to connect with the audience
Review and refine the story to ensure clarity, consistency, and impact

Develop a Visual Identity Design

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Create a visually appealing and recognizable visual identity system that reflects the brand's personality and values

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Establish clear design guidelines, including typography, color palette, and imagery
Design a logo that is visually impactful, memorable, and scalable
Develop a style guide to ensure consistency in all brand communications
Create brand collaterals, such as business cards, stationery, and marketing materials
Review and refine the design system to ensure it meets the brand's objectives

Career center

Learners who complete Business Branding: The Complete Course Part 2 - Expression will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is responsible for developing and executing marketing strategies for a company's products or services. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to create and implement effective marketing campaigns that will help your brand stand out from the competition. The course's focus on visual identity and brand presence will also be invaluable in helping you develop a strong and recognizable brand.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for planning, developing, and executing marketing campaigns for a company or organization. This course can help you develop the skills you need to succeed in this role by providing you with a strong foundation in brand strategy, messaging, and identity. You will learn how to create and implement effective marketing campaigns that will help your company achieve its marketing goals. The course's focus on visual identity and brand presence will also be helpful in developing and managing a successful brand.

See salaries and explore the career path for Marketing Manager

Creative Director

A Creative Director is responsible for the overall creative vision of a company or organization. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to develop and implement effective creative campaigns that will help your company achieve its business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage a successful brand.

See salaries and explore the career path for Creative Director

Copywriter

A Copywriter is responsible for writing compelling and persuasive copy for a variety of marketing materials, including websites, brochures, and advertisements. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to write clear and concise copy that will help your company achieve its marketing goals. The course's focus on storytelling and brand voice will also be invaluable in helping you develop your writing skills.

See salaries and explore the career path for Copywriter

Brand Consultant

A Brand Consultant helps companies develop and implement effective brand strategies. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to help companies create and implement effective brand campaigns that will help them achieve their business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage successful brands.

See salaries and explore the career path for Brand Consultant

Social Media Manager

A Social Media Manager is responsible for developing and executing social media strategies for a company or organization. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to create and implement effective social media campaigns that will help your company achieve its marketing goals. The course's focus on storytelling and brand voice will also be invaluable in helping you develop your social media skills.

See salaries and explore the career path for Social Media Manager

Marketing Research Analyst

A Marketing Research Analyst is responsible for conducting research to help companies understand their customers and markets. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to conduct research that will help your company make informed decisions about its marketing campaigns. The course's focus on storytelling and brand voice will also be invaluable in helping you present your research findings to stakeholders.

See salaries and explore the career path for Marketing Research Analyst

Product Manager

A Product Manager is responsible for the development and launch of new products or services. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to develop and launch products that meet the needs of your customers and achieve your company's business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage successful products.

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Public relations manager

A Public Relations Manager is responsible for managing a company's public image and reputation. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to develop and implement effective public relations campaigns that will help your company build a positive reputation and achieve its business goals. The course's focus on storytelling and brand voice will also be invaluable in helping you communicate with the public.

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Event Planner

An Event Planner is responsible for planning and executing events for a variety of clients. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to plan and execute events that will meet the needs of your clients and achieve their business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage successful events.

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Brand Strategist

A Brand Strategist is responsible for developing and implementing brand strategies for a variety of clients. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to develop and implement effective brand campaigns that will help your clients achieve their business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage successful brands.

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Market Researcher

A Market Researcher is responsible for conducting research to help companies understand their customers and markets. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to conduct research that will help your company make informed decisions about its marketing campaigns. The course's focus on storytelling and brand voice will also be invaluable in helping you present your research findings to stakeholders.

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Writer

A Writer may write for a variety of purposes, including marketing, advertising, and public relations. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to write clear and concise content that will help your company achieve its business goals. The course's focus on storytelling and brand voice will also be invaluable in helping you develop your writing skills.

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Graphic designer

A Graphic Designer is responsible for creating visual content for a variety of purposes, including marketing, advertising, and public relations. This course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to create visual content that will help your company achieve its business goals. The course's focus on visual identity and brand presence will also be invaluable in helping you develop and manage successful brands.

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Web Developer

A Web Developer is responsible for designing and developing websites. This course may be useful in helping you develop the skills you need to succeed in this role by providing you with a deep understanding of brand strategy, messaging, and identity. You will learn how to develop websites that will meet the needs of your clients and achieve their business goals. The course's focus on visual identity and brand presence will also be helpful in developing and managing successful websites.

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