Udemy
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
Development
Web Development Data Science Mobile Development Programming Languages Game Development Database Design & Development Software Testing Software Engineering Development Tools No-Code Development
Business
Entrepreneurship Communications Management Sales Business Strategy Operations Project Management Business Law Business Analytics & Intelligence Human Resources Industry E-Commerce Media Real Estate Other Business
Finance & Accounting
Accounting & Bookkeeping Compliance Cryptocurrency & Blockchain Economics Finance Finance Cert & Exam Prep Financial Modeling & Analysis Investing & Trading Money Management Tools Taxes Other Finance & Accounting
IT & Software
IT Certification Network & Security Hardware Operating Systems Other IT & Software
Office Productivity
Microsoft Apple Google SAP Oracle Other Office Productivity
Personal Development
Personal Transformation Personal Productivity Leadership Career Development Parenting & Relationships Happiness Esoteric Practices Religion & Spirituality Personal Brand Building Creativity Influence Self Esteem & Confidence Stress Management Memory & Study Skills Motivation Other Personal Development
Design
Web Design Graphic Design & Illustration Design Tools User Experience Design Game Design Design Thinking 3D & Animation Fashion Design Architectural Design Interior Design Other Design
Marketing
Digital Marketing Search Engine Optimization Social Media Marketing Branding Marketing Fundamentals Marketing Analytics & Automation Public Relations Advertising Video & Mobile Marketing Content Marketing Growth Hacking Affiliate Marketing Product Marketing Other Marketing
Lifestyle
Arts & Crafts Beauty & Makeup Esoteric Practices Food & Beverage Gaming Home Improvement Pet Care & Training Travel Other Lifestyle
Photography & Video
Digital Photography Photography Portrait Photography Photography Tools Commercial Photography Video Design Other Photography & Video
Health & Fitness
Fitness General Health Sports Nutrition Yoga Mental Health Dieting Self Defense Safety & First Aid Dance Meditation Other Health & Fitness
Music
Instruments Music Production Music Fundamentals Vocal Music Techniques Music Software Other Music
Teaching & Academics
Engineering Humanities Math Science Online Education Social Science Language Teacher Training Test Prep Other Teaching & Academics
AWS Certification Microsoft Certification AWS Certified Solutions Architect - Associate AWS Certified Cloud Practitioner CompTIA A+ Cisco CCNA Amazon AWS CompTIA Security+ Microsoft AZ-900
Photoshop Graphic Design Adobe Illustrator Drawing Digital Painting InDesign Character Design Canva Figure Drawing
Life Coach Training Neuro-Linguistic Programming Mindfulness Personal Development Personal Transformation Meditation Life Purpose Coaching Neuroscience
Web Development JavaScript React CSS Angular PHP WordPress Node.Js Python
Google Flutter Android Development iOS Development Swift React Native Dart Programming Language Mobile Development Kotlin SwiftUI
Digital Marketing Google Ads (Adwords) Social Media Marketing Google Ads (AdWords) Certification Marketing Strategy Internet Marketing YouTube Marketing Email Marketing Retargeting
SQL Microsoft Power BI Tableau Business Analysis Business Intelligence MySQL Data Analysis Data Modeling Big Data
Business Fundamentals Entrepreneurship Fundamentals Business Strategy Online Business Business Plan Startup Freelancing Blogging Home Business
Unity Game Development Fundamentals Unreal Engine C# 3D Game Development C++ Unreal Engine Blueprints 2D Game Development Blender
30-Day Money-Back Guarantee

This course includes:

  • 3 hours on-demand video
  • 7 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
Marketing Branding Business Branding

Business Branding With Personality: Build An Authentic Brand

The Business Branding Strategy That Empowers Your Brand To Connect With Personality On A Human Level
Rating: 4.6 out of 54.6 (1,402 ratings)
5,569 students
Created by Steve Houraghan
Last updated 11/2019
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Develop an authentic brand personality with a scientific framework based on your audience
  • Identify Your Audience Personality Type In Order To Build Your Brand Personality Around It
  • Understand Why Your Customers Expect More From Your Brand Communication
  • Build A Personality Foundation Around Who Your Audience Is
  • Expand Your Personality To Have Attitude, Opinions And An Outlook On Life
  • Integrate Your Personality Into Your Brand Voice, Language And Tone
  • Create Content And Copy With The Tone, Language And Attitude Of Your Brand
  • Apply Your Brand Personality To Marketing Strategy, Touch points And Communication
Curated for the Udemy for Business collection

Requirements

  • Understanding of some basic branding and marketing terms

Description

You’re here because you want to build a business brand that engages people, makes deep human connections and builds a following.

 

Maybe your building a business brand for the first time or maybe you design brands for a living and your but you want to be more strategic to further your career and build brands with substance that are more than just visuals.


You want strategies that allow your business branding to

 

·      Look

·      Feel

·      Sound

·      Behave

·      Think

·      And Act

 

Differently to other brands and that’s exactly what I’m here to help you do.


Brand Management is all about understanding who your audience is, what they feel and how they behave and using that information to strategically relate your brand to their lives.

 

If you search for a Marketing Strategy, you will find hundreds of examples but none will show you how to speak to your audience with a tone of voice, language, characteristics and personality that will allow you to resonate with who they are as a person, which ultimately leads to subconscious buying decisions.


And that's what business branding is all about. The best marketing strategy of today will be gone tomorrow, but brands that build their relationships through human and emotional connections, stand the test of time.


Business Branding with personality is built on Archetypes. It is not a Marketing Hack. It's a science based on thousands of years of research.


 

·      How do the world’s biggest brands get their audience top feel something for them?

·      How do you develop a personality that makes your brand feel like a real person?

·      How can you apply this personality throughout your brand so you make your audience feel something towards you?

 

 

 

If you want to understand your audience on a deeper level, their fears, desires, characteristics and behaviours, and you want to build a brand personality that engages them on an emotional level, then this is the course for you.


One of the first considerations when building a business brand and a business strategy should be; how do I connect with my audience in a way that seems organic and natural. So the see the business like a person.

 

In this course you’ll learn the science behind why personality is the key for business brands to human engagement and the framework that the biggest brands in the world use in order to develop their personalities that connect with their audience.

 

The businesses and brands that make emotional connections with their audience do so on a uniquely human level. Brands are evolving into human personas that are connecting with their audience on a much more personal level.

 

Your customers don’t want broadcast communication in a generic voice with little to no personality. They want their brands to connect with them with an authentic personality that they can relate to.

 

The most loved brands in the world use a scientific personality framework as part of their brand strategy in order to make those emotional connections.

 

Brand Archetypes have been used by storytellers and filmmakers for generations in order to make their audience feel something for their characters and that’s exactly what we’ll be diving into in this course. We'll uncover where brand archetypes have come from and their scientific background and how they are applied in business strategy as brand archetypes in order for brands to connect with their audience.

 

You’ll Learn

 

·      How consumers connect on an emotional level

·      The two emotional states that brands look to tap into

·      Why personality is the future of business branding

·      The evolution of consumer brand relationships and where they’re going

·      How to develop a brand personality using a scientific framework

·      How to expand that personality so that it feels human

·      How to apply your personality across all your marketing touch points

 

 

This course is jammed full of examples as well from big and small brands

 

I’ve designed this course for anyone looking to build a brand or anyone looking to connect with their audience in an engaging way. I’ve created easy to follow, visually appealing and illustrated lessons that keep you engaged and help you take action.

 

By the end of this course you’ll know exactly how to develop a brand personality designed to evoke a specific desire or emotion from your audience which you can use to influence your brands visual identity, including your:

 

·      Typography

·      Colour Palette

·      Images Style

 

 

You’ll also be able to express your personality across every single touch point that your audience has with your business brand including:

 

·      Website copy

·      Social media posts

·      Advertisements

·      Blog Posts

·      Packaging

·      Videos

·      Customer Service

·      Lead Magnets

 

As you’ll learn, every single one of these touch points is an opportunity to give your audience a positive experience with your brand, which they subconsciously store which influences their buying decisions.

 

There are also a tonne of downloadable interactive pdfs, worksheets and case studies to help you capture information, develop your personality and bring that personality to life.

 

By the end of this course you’ll be able to

 

·      Understand Why Your Customers Expect More From Your Brand Communication

·      Identify Your Audience Personality Type

·      Build A Personality Foundation Around Who Your Audience Is

·      Expand Your Personality To Have Attitude, Opinions And An Outlook On Life

·      Integrate Your Personality Into Your Brand Voice, Language And Tone

·      Apply Your Personality Across All Marketing Touch-points

·      Develop an authentic brand personality with a scientific framework based on your audience

 

 

I truly believe that the information in this course will help your business brand to engage with your audience on a much more human and emotional level. This detailed level of brand management leads to human connections that will ultimately lead to your brands success.

 

Who this course is for:

  • Entrepreneurs and Business Owners Who Want To Connect With Their Audience On A Human Level
  • Designers And Strategists That Want To Bring Their Brands To Life
  • Anyone Who Wants To Better Understand The Different Human Personalities, And How To Resonate With Them
  • Brand Managers that want to evolve their brand to become more human
  • Marketing managers that want to learn techniques to enhance their strategies

Featured review

Kazimieras Mikelis
Kazimieras Mikelis
7 courses
1 review
Rating: 5.0 out of 5a year ago
The course has many concrete examples of the concepts discussed, which is ideal for someone looking to practically apply the knowledge in their work, today. It's really compact and loaded with information, so can expect to be rewinding and taking notes a lot.

Course content

6 sections • 42 lectures • 3h 7m total length

  • Preview01:00

  • What You'll Learn
    04:23
  • Learn From Old Fashioned Branding
    03:51
  • How We All Connect
    03:39
  • Identify Your Audiences Emotional States
    03:31
  • EXAMPLES: Loved Brands Use Heart Branding
    06:48
  • Preview05:33
  • CASE STUDY: Every Budget Can Connect
    03:50

  • How Brand Consumer Relationships Have Evolved And Why
    03:39
  • Preview04:22
  • CASE STUDY: A Happy Personality
    03:26
  • Align Your Audience And Your Personality
    03:37
  • Identify Your Brand Role
    05:29
  • Preview02:15

  • Analyse Your Personal Brand Relationships
    07:52
  • Why Archetypes Are So Effective
    03:27
  • Forget Marketing Hacks: Use Science
    03:56
  • Keep Your Personality Defined And Familiar
    02:08
  • Your Customer Is An Archetype: Uncover It
    02:46

  • Discover The Archetype Framework
    02:36
  • Preview08:36
  • The Magician
    07:03
  • The Hero
    08:16
  • The Lover
    05:37
  • The Jester
    04:03
  • The Everyman
    04:40
  • The Caregiver
    04:26
  • Preview05:42
  • The Creator
    05:45
  • The Innocent
    07:03
  • The Sage
    06:11
  • The Explorer
    04:56
  • Test Your Archetype Personality Knowledge
    6 questions

  • Uncover The Human Side Of Your Audience
    06:19
  • Archetypal Mix: A Formula For Expression
    03:31
  • Use Your Brand Personality Workbook
    01:49
  • Build Your Personality Frame around Your Audience
    05:25
  • Define Your Personality Visually
    01:54
  • CASE STUDY: From The Outlaw To The Creator
    04:55
  • How To Bring Your Personality To Life
    03:57
  • Applying Your Personas Attitudes And Opinions
    06:21
  • Build A Story Around Your New Character
    01:50
  • Thank You
    01:09

Instructor

Steve Houraghan
Brand Creator & Strategist
Steve Houraghan
  • 4.7 Instructor Rating
  • 5,206 Reviews
  • 15,631 Students
  • 3 Courses

As a brand creator and strategist, I founded The Iconic Fox Agency based in Sydney and we service clients throughout the globe. We provide creative and strategic services for publicly listed companies as well as funded and independent startups spanning all industries from mining to education.

With a background in business and corporate finance I've worked with global banks in Dublin, Ireland and investment firms in Sydney, Australia.

in 2008 I began applying my corporate knowledge in the branding arena and  made the transition into brand strategy and creative in 2012.

I am a regular industry contributor writing about topics within brand strategy and communication and have featured in marketing, branding and design publications including Hubspot, Marketo, Design Taxi, Creative Bloq and Inside Business.

  • Udemy for Business
  • Teach on Udemy
  • Get the app
  • About us
  • Contact us
  • Careers
  • Blog
  • Help and Support
  • Affiliate
  • Terms
  • Privacy policy
  • Cookie settings
  • Sitemap
  • Featured courses
Udemy
© 2021 Udemy, Inc.