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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.

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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¨.
Read more

Traffic lights

Read about what's good
what should give you pause
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

Applying brand strategy to creative campaigns

According to learners, this course offers a practical framework and methodology for linking brand strategy to creative campaign development. Students appreciate the clear structure across the 4 weeks and the focus on creating a final pitch deck as a valuable capstone project. Many highlight the instructor's expertise and engaging delivery, finding the content directly applicable to their professional work, whether in agencies or as freelancers. While some mention it's best suited for beginners to intermediate learners, the overall feedback emphasizes its effectiveness in providing a solid foundation for crafting compelling brand stories through images and campaigns.
Content is relevant for creative/marketing careers.
"Highly relevant for anyone working in advertising, marketing, or creative fields."
"As a freelancer, I found the course directly applicable to improving how I work with clients."
"The strategies discussed are immediately usable in my role as a marketing director."
"Great for designers and photographers looking to understand the strategic side of campaigns."
"This course provided practical tools and strategies I could immediately apply to my work."
Clear weekly modules build knowledge effectively.
"The course is well-structured, breaking down the process into manageable weekly modules."
"I liked how the content progressively built up from brand analysis to the final pitch."
"The syllabus structure is logical and easy to follow."
"Each week felt like a solid step towards understanding the full campaign process."
"The course content flows well and is easy to digest."
Pitch deck project helps solidify learning.
"The capstone project, building the creative pitch deck, is a great way to apply everything learned."
"Creating the final pitch deck was challenging but incredibly rewarding and practical."
"I found the requirement to create a comprehensive pitch deck very beneficial for synthesizing the course material."
"The final project was the perfect exercise to consolidate the concepts and build a usable asset."
"Building the pitch deck felt like creating something tangible and useful for my portfolio."
Engaging instruction from an experienced professional.
"The instructor's extensive experience and passion for the subject matter are evident, making the lectures engaging."
"Brian's insights and real-world examples were incredibly valuable."
"I really enjoyed the instructor's teaching style; it made complex ideas easy to grasp."
"The passion and expertise of the instructor truly shone through and made the learning enjoyable."
"His approach to the creative process and client interaction was inspiring."
Offers a clear, actionable framework for campaigns.
"This course offers a practical methodology for linking brand strategy to creative campaign development."
"It provides a good framework and methodology, especially for those new to structuring creative pitches."
"I gained a practical, step-by-step approach to developing campaigns based on brand analysis."
"The course gave me a concrete process I can apply immediately to my freelance projects."
"I found the structured approach to brand analysis and campaign planning very useful."
May be basic for experienced learners.
"While great for beginners, those with extensive experience might find some parts too basic."
"As someone with prior agency experience, some concepts were familiar, but the framework was new."
"Could use more in-depth coverage on advanced techniques or specific production challenges."
"Felt like a good introduction, but I might seek out more advanced courses after this one."

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'
Gain insights from one of the pioneers of modern advertising by reading this classic work.
View Tuning Up: Improving performance and reducing... on Amazon
Show steps
  • 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
Enhance your creativity by exploring different ideation techniques through online tutorials.
Browse courses on Creative Thinking
Show steps
  • 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
Engage with fellow students and share your perspectives on course topics.
Browse courses on Group Learning
Show steps
  • Join online discussion forums related to the course.
  • Participate in discussions by asking questions, sharing insights, and providing feedback.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Design a brand persona mood board
Strengthen your understanding of brand personality and visual storytelling by creating a mood board.
Browse courses on Brand Identity
Show steps
  • 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
Gain practical experience and build connections in the marketing industry.
Browse courses on Hands-on Experience
Show steps
  • 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
Develop and practice your creative advertising skills by working through mock problems.
Show steps
  • 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
Expand your network and stay up-to-date with industry trends by attending online events.
Browse courses on Networking
Show steps
  • 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
Apply your knowledge and skills to a real-world marketing project.
Browse courses on Marketing
Show steps
  • 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
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
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
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 11 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.
Cover image
Tuning Up
Save
This classic book by advertising legend David Ogilvy must-read for anyone who wants to learn about the principles of effective advertising. Ogilvy shares his insights on everything from creating memorable headlines to developing successful campaigns.
Tuning Up: Improving performance and reducing...
Paperback
$$
Cover image
The 22 Immutable Laws of Marketing
Save
Presents 22 fundamental principles of marketing that have been proven to be effective over time. It valuable resource for anyone who wants to develop a successful marketing strategy.
The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
Making Numbers Count
Save
Explores the science of why some ideas stick and others don't. It provides practical advice on how to create messages that are memorable, persuasive, and actionable.
Making Numbers Count: The Art and Science of...
Hardcover
$$
Making Numbers Count [Hardcover] By Chip Heath,...
Paperback
$$
Factfulness [Hardcover], Foolproof [Hardcover],...
Paperback
$$
Decisive, Power Of Moments, Making Numbers Count...
Paperback
$$$
Making Numbers Count: The Art and Science of...
Kindle Edition
$$
Cover image
Keep It Moving
Save
Offers a practical guide to developing a creative habit. Tharp shares her insights on how to overcome creative blocks, generate new ideas, and stay motivated.
Keep It Moving: Lessons for the Rest of Your Life...
Paperback
$$
Keep It Moving: Lessons for the Rest of Your Life
Kindle Edition
$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Explores the challenges that established companies face when they try to innovate. Christensen argues that companies need to be disruptive in order to stay ahead of the competition. It provides insights on how marketing professionals can help businesses do just that.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
Positioning: The Battle for Your Mind, 20th...
Save
Presents a framework for developing a strong brand positioning. Ries and Trout argue that companies need to focus on creating a unique and differentiated position in the minds of their target customers.
Positioning: The Battle for Your Mind, 20th...
Hardcover
$$
Positioning: The Battle for Your Mind, 20th...
Kindle Edition
$$
Cover image
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a practical guide to building a successful startup. Ries advocates for a lean approach to product development, which involves testing ideas quickly and cheaply.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
The Advertised Mind
Save
Explores the psychological principles that underlie effective advertising. It provides insights into how consumers process information and make decisions, which can help marketing professionals create more persuasive campaigns.
The Advertised Mind: Groundbreaking Insights into...
Paperback
$$
The Advertised Mind: Groundbreaking Insights into...
Kindle Edition
$$
Cover image
The Story Paradox
Save
Explores the evolutionary origins of storytelling. Gottschall argues that storytelling fundamental human need and that it plays an important role in our social and cultural development.
The Story Paradox: How Our Love of Storytelling...
Hardcover
$$
The Story Paradox: How Our Love of Storytelling...
Kindle Edition
$$
Cover image
The Hero and the Outlaw
Save
Explores the archetypal characters of the hero and the outlaw. Mark argues that these characters are essential to storytelling and that they can be used to create powerful and memorable marketing campaigns.
The Hero and the Outlaw: Building Extraordinary...
Hardcover
$$
The Hero and the Outlaw: Building Extraordinary...
Kindle Edition
$$
Cover image
Event Studies
Save
Provides a comprehensive overview of branding. Norman shares his insights on how to create a strong and memorable brand that will resonate with your target audience.
Event Studies: Theory and Management for Planned...
Paperback
$$$
Event Studies: Theory, research and policy for...
Paperback
$$$
Event Studies: Theory and Management for Planned...
Kindle Edition
$$

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Course image
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Brian Hallett
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
This course belongs to a collection called Branding: The Creative Journey. It's comprised of four courses:
  1. Branding and Customer Experience
  2. Storytelling in Branding and Content Marketing
  3. From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories (viewing)
  4. Brand Identity and Strategy
Traffic lights
Read about what's good
what should give you pause
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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