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From Brand to Image

Creating High Impact Campaigns That Tell Brand Stories

Brian Hallett

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.

In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

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What's inside

Syllabus

Telling a Brand Story Through Images

In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.

The Brand Analysis

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.

Creative Advertising Concepts

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.

The Production Plan and the Creative Pitch

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.

THE CAPSTONE PROJECT

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Promotes understanding and development of creative advertising concepts, which is valuable for professionals in the field

Taught by Brian Hallett, who is established in the industry

Involves hands-on learning through interviews, brief making and pitch practice, promoting practical application of skills

Builds a solid foundation for creating effective creative pitches, beneficial for both freelancers and professionals in agencies

Emphasizes the importance of storytelling through images, which is crucial for visual communication

Requires students to have a basic understanding of brand personality and positioning, which may not be suitable for absolute beginners

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Reviews summary

Well-received course on brand to image

Learners say this engaging course on branding is well-rounded, largely positive, and informative. They particularly appreciate the lectures, assignments, and guidance they receive throughout the course. The practical and fun assignments help students create effective brand campaigns and high-impact creative pitches.

Brian Hallet's engaging style makes the learning process more enjoyable.

"I really like it, i totally understood everything abut the image that is more than that is about the communication through the brand"

"Love the course, the proffesor is great, funny and classes are very fluid. I wanna be friends with Brian, what a cool guy. "

Learners find the content to be clear and easy to understand.

"Course Well framed and clearly gave insights into understanding the language of image-making. I especially enjoyed the repeating forms to tell brand stories."

"Brian is such a professional teacher and worker. I loved everything and I enjoyed creating branding campaigns through the assignments. Really recommend it. "

Students value the practical assignments that allow them to apply their learning directly to real-world scenarios.

"The most interesting thing that I observed was how we were guided throughout the course to make a creative pitch for a real company and then a hypothetical pitch for our chosen brand. The practical learning is superb. "

"Professor Hallet makes this course fun and engaging. The branding tools are presented in a way that is easy to understand and start implementing straight away."

Some learners find the assignments to be repetitive.

"It was a great course. I especially liked that they included examples of how the concepts are applied or used with real clients. The reason I gave this a 4-star is because of the redundant assignments, like their other courses on this specialization."

"Think this course was very helpful and useful. I like the lecturer's way of teaching, and the fact that we ad a number of practical assessments. What I would improve is the reading section. I would put more sources both as compulsory and optional reading."

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 From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories with these activities:

Review 'Ogilvy on Advertising'

Show steps

Gain insights from one of the pioneers of modern advertising by reading this classic work.

View Tuning Up: Improving performance and reducing... on Amazon

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Read the book and take notes on key concepts.
Summarize the main takeaways and apply them to your own work.

Follow tutorials on creative ideation techniques

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Enhance your creativity by exploring different ideation techniques through online tutorials.

Browse courses on Creative Thinking

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Identify tutorials that cover creative ideation techniques.
Follow the tutorials and practice the techniques.
Reflect on your experience and identify techniques that you can apply in your work.

Participate in online discussion forums

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Engage with fellow students and share your perspectives on course topics.

Browse courses on Group Learning

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Join online discussion forums related to the course.
Participate in discussions by asking questions, sharing insights, and providing feedback.

Five other activities

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Show all eight activities

Design a brand persona mood board

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Strengthen your understanding of brand personality and visual storytelling by creating a mood board.

Browse courses on Brand Identity

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Research the brand and its target audience.
Collect and organize images, colors, and textures that represent the brand.
Create a presentation to showcase your mood board.

Volunteer at a local marketing or advertising agency

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Gain practical experience and build connections in the marketing industry.

Browse courses on Hands-on Experience

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Search for and identify volunteer opportunities at local marketing agencies.
Apply to volunteer positions and undergo any necessary training.
Assist with marketing tasks and learn from experienced professionals.

Complete advertising mock problems

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Develop and practice your creative advertising skills by working through mock problems.

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Review the problem statement and associated materials.
Brainstorm and develop creative concepts.
Create a presentation to showcase your concepts.

Attend online industry events and webinars

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Expand your network and stay up-to-date with industry trends by attending online events.

Browse courses on Networking

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Identify and register for relevant webinars and industry events.
Attend the events, participate in discussions, and connect with professionals.
Follow up with contacts and explore potential opportunities.

Develop a marketing campaign for a local business

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Apply your knowledge and skills to a real-world marketing project.

Browse courses on Marketing

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Identify a local business and conduct research on their target audience.
Develop a marketing plan and creative concept for the campaign.
Implement the campaign and track its results.

Career center

Learners who complete From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories will develop knowledge and skills that may be useful to these careers:

Art Director

An Art Director is responsible for the visual appearance of a project. They work with clients to develop creative concepts and then oversee the production of those concepts. This course can help you develop the skills you need to be a successful Art Director by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Art Director

Creative Director

A Creative Director is responsible for the overall creative vision of a project. They work with clients to develop creative briefs and then oversee the production of those briefs. This course can help you develop the skills you need to be a successful Creative Director by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Creative Director

Marketing Manager

A Marketing Manager is responsible for developing and executing marketing campaigns. They work with clients to identify their target audience and then develop strategies to reach that audience. This course can help you develop the skills you need to be a successful Marketing Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Marketing Manager

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity. They work with clients to create a brand strategy and then oversee the execution of that strategy. This course can help you develop the skills you need to be a successful Brand Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Brand Manager

Public relations manager

A Public Relations Manager is responsible for managing a company's public image. They work with clients to develop and execute public relations campaigns. This course can help you develop the skills you need to be a successful Public Relations Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Public relations manager

Advertising Manager

An Advertising Manager is responsible for planning and executing advertising campaigns. They work with clients to develop advertising budgets and then oversee the production of those campaigns. This course can help you develop the skills you need to be a successful Advertising Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Advertising Manager

Graphic designer

A Graphic Designer is responsible for creating visual content for a variety of purposes. They work with clients to develop concepts and then create visuals that communicate those concepts. This course can help you develop the skills you need to be a successful Graphic Designer by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.

See salaries and explore the career path for Graphic designer

Videographer

A Videographer is responsible for creating videos for a variety of purposes. They work with clients to develop concepts and then create videos that communicate those concepts. This course may help you develop the skills you need to be a successful Videographer by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Videographer

Web Designer

A Web Designer is responsible for creating and maintaining websites. They work with clients to develop website concepts and then create websites that meet those concepts. This course may help you develop the skills you need to be a successful Web Designer by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Web Designer

Photographer

A Photographer is responsible for taking pictures for a variety of purposes. They work with clients to develop concepts and then take pictures that communicate those concepts. This course may help you develop the skills you need to be a successful Photographer by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Photographer

Copywriter

A Copywriter is responsible for writing text for a variety of purposes. They work with clients to develop concepts and then write text that communicates those concepts. This course may help you develop the skills you need to be a successful Copywriter by teaching you how to tell a brand story through images.

See salaries and explore the career path for Copywriter

Social Media Manager

A Social Media Manager is responsible for managing a company's social media presence. They work with clients to develop social media strategies and then execute those strategies. This course may help you develop the skills you need to be a successful Social Media Manager by teaching you how to tell a brand story through images.

See salaries and explore the career path for Social Media Manager

Marketing Consultant

A Marketing Consultant is responsible for providing marketing advice to clients. They work with clients to identify their marketing needs and then develop and implement marketing plans. This course may help you develop the skills you need to be a successful Marketing Consultant by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Marketing Consultant

Business Consultant

A Business Consultant is responsible for providing business advice to clients. They work with clients to identify their business needs and then develop and implement business plans. This course may help you develop the skills you need to be a successful Business Consultant by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Business Consultant

Entrepreneur

An Entrepreneur is someone who starts and runs their own business. This course may help you develop the skills you need to be a successful Entrepreneur by teaching you how to tell a brand story through images and conduct a brand personality analysis.

See salaries and explore the career path for Entrepreneur

Reading list

We've selected 16 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories.

Lie Like an Artist

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Provides a comprehensive overview of the creative thinking process, including techniques for generating ideas, developing concepts, and solving problems. It valuable resource for anyone who wants to improve their creativity and innovation skills.

From Brand to Image

Creating High Impact Campaigns That Tell Brand Stories

What's inside

Syllabus

Good to know

Save this course

Reviews summary

Well-received course on brand to image

Activities

Career center

Reading list

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