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5 Step Creative Process to Branding

Turn your business into a brand that customers love and are willing to pay a premium for.
4.7 (3 ratings)
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12 students enrolled
Created by Scott Lavitt
Last updated 3/2016
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  • 2 hours on-demand video
  • 3 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
Turn your business into a brand that customers love and are willing to pay a premium for.
Create brand loyalty to increase repeat sales of products and services or to create a huge fan-base for entertainers, public figures, and artists.
Discover the powerful copywriting techniques and principles that world-class marketing and advertising agencies use to brand and sell everything from breath mints to software, exercise equipment to nutritional supplements and everything you can think of in between, including services and consultants like lawyers, dentists, musicians, artists, writers, music bands, trade schools, commercial printing companies, on-demand executives and more.
View Curriculum
  • No prior marketing or advertising knowledge required.

Whether your business is a product, service, music band, author, consultant, or some other kind of public persona, the first thing to do on your marketing check-list is to brand your business.

In the 5-step creative process to branding you will learn how to:

1. Determine your business’s unique selling proposition (USP)

2. learn the difference between brand benefits and features (this is huge). (Visual paper heart cut out vs nuts and bolts)

3. Then I’ll show you how to use your USP to develop a Brand Position by teaching the basics of a proven marketing discipline that many of the world’s leading marketing and advertising agencies use today. (Madison Ave, Wilshire Blvd signs) It’s called Brand Positioning. (ladder?)

The 5-Step Creative Process to Branding course will share with you these must-have concepts

1. Do you know the difference between a solid call-to-action (CTA) and a weak one?

The difference is sure to bring powerful sales.

2. Do you know what grade-level you should write your websites, emails, ads and social media to?

3. How do you check the grade-level of your writing?

4. Is your writing foggy or clear?

5. What are the 5 emotional triggers?

6. What are the top 12 grammar tips?

7. What is the 12-point idea generator?

Who is this course designed for?

• Businesses that sell products

• Businesses that sell services

• Entertainers

• Artists

• Musicians/Music Bands

• Writers

• Consultants

• Public Figures

Where will I use the information I get from the 5-Step Creative Process to Branding?

• In your website

• In emails

• In social media

• In blogs

• In ads

• In newsletters

Plus you’ll get valuable informational downloads for handy reference while you’re working.

Who is the target audience?
  • This course designed for: • Businesses that sell products • Businesses that sell services • Affiliate-based businesses • Entertainers • Artists • Musicians • Writers • Entrepreneurs • Consultants (like personal fitness trainers, life coaches, and others)
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Curriculum For This Course
Expand All 37 Lectures Collapse All 37 Lectures 02:02:51
Step 1: The Information Step
13 Lectures 36:49
What are the 5 steps

Why start each step with an ad

Ad segment 1

Product and life information

A whole new market waiting to be discovered

The selling power of three

Get the dirt on writer's block

How to read to write

Copycat branding goes to the dogs


Word harvesting

Seeing is believing
Step 2: The Creation Step
8 Lectures 34:09
Ad segment 2

Heavenly creations

Why your customers care

An out-of-mind experience

Idea generator part 1

Idea generator part 2

5 emotional triggers
Step 3: Incubation
1 Lecture 07:02
Baker's process step 2
Step 4: Positioning
4 Lectures 12:39
Ad segment 3

Brand positioning part 1

Brand positioning part 2

10 strong brand positions
Step 5: Execution
9 Lectures 26:13
Ad segment 4

Baker's process step 3: The icing on the cake

Getting to the heart of the matter

More than a kiss


Down and dirty dozen grammar tips

Foggy or clear

Ad speak

Q & A and thank you
About the Instructor
4.7 Average rating
3 Reviews
12 Students
1 Course
Creative Director

After graduating from California State University, Northridge, Scott worked as an art director for several Los Angeles ad agencies, then moved to Hong Kong, where he was an art director for Saatchi & Saatchi Advertising.

In the 90's Scott established CIA Advertising, a full-service advertising agency. 

For more than two decades now, CIA Advertising has developed high-impact creative advertising campaigns, packaging and logo design for some of the country's most successful brands. Working in print, radio, television and Internet, CIA consistently delivers adverting campaigns that yield impressive ROIs. Core competencies include the development of brand strategies and positioning.

Scott holds a bachelor's degree in graphic design and a master's in English from California State University Northridge.

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