Business Branding: The Complete Course Part 2 - Expression
4.7 (610 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
5,161 students enrolled

Business Branding: The Complete Course Part 2 - Expression

Express Your Business Brand With Advanced Messaging And Storytelling Frameworks
Highest Rated
4.7 (610 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
5,163 students enrolled
Created by Steve Houraghan
Last updated 4/2019
English [Auto]
Current price: $139.99 Original price: $199.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 4 hours on-demand video
  • 5 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Brand Storytelling
  • Brand Messaging
  • Brand Expression
  • Visual Identity
  • Brand Presence
  • Neuro Science
  • Brans Psychology
  • Colour Theory
  • Typography
  • Brand Identity Design
  • You will get more benefit if you have completed part one though you can take the lessons from part two as stand alone lessons

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.

Who this course is for:
  • Entrepreneurs
  • Business Owners
  • Brand Managers
  • Brand Designers
  • Brand Strategists
Course content
Expand all 48 lectures 04:11:08
+ Brand Psychology
7 lectures 34:53
Understanding The Triune Brain
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
6 lectures 31:35
Primary Key Messages
Secondary Key Messages
Effective Messaging Characteristics
How To Write Copy
TAKE ACTION: Craft Your Core Message
+ Storytelling Framework
6 lectures 32:35
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
5 lectures 20:09
How To Develop A Premium Brand Name
TAKE ACTION: Develop Your Brand Name
EXAMPLES: Iconic Taglines
How To Develop A Memorable Tagline
TAKE ACTION: Develop Your Tagline
+ Visual Identity
12 lectures 01:02:23
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
7 lectures 50:06
Your Digital & Physical Presence
EXAMPLES: Effective Websites
Social Media Presence
EXAMPLES: Effective Social Media Messaging
The Role Of Printed Collateral
Digital Marketing Strategy
+ Guiding Your Brand
2 lectures 07:16
Your Brand Book
Thank You