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30-Day Money-Back Guarantee
Marketing Branding Business Branding

Business Branding: The Complete Course Part 2 - Expression

Express Your Business Brand With Advanced Messaging And Storytelling Frameworks
Highest Rated
Rating: 4.7 out of 54.7 (1,040 ratings)
7,714 students
Created by Steve Houraghan
Last updated 4/2019
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Brand Storytelling
  • Brand Messaging
  • Brand Expression
  • Visual Identity
  • Brand Presence
  • Neuro Science
  • Brans Psychology
  • Colour Theory
  • Typography
  • Brand Identity Design
Curated for the Udemy for Business collection

Requirements

  • You will get more benefit if you have completed part one though you can take the lessons from part two as stand alone lessons

Description

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

Featured review

Justyna
Justyna
19 courses
5 reviews
Rating: 5.0 out of 5a year ago
amazing course! It is a very detailed very well-thought through course, I have received so much valuable information ! I would have spent hundreds of hours looking for those info in internet or getting it from an expensive branding agency! Thank you so much Stephen!

Course content

8 sections • 48 lectures • 4h 11m total length

  • Preview01:32
  • Modern Brand Storytelling
    06:01
  • Preview04:38

  • Understanding The Triune Brain
    05:36
  • The Power Of Simplicity
    06:37
  • The Role Of Emotion
    05:42
  • EXAMPLES: Emotion In Branding
    07:48
  • Before & After Emotional States
    02:09
  • 5 Effective Keys To Neuromarketing
    04:54
  • CASE STUDY: A Taste Of Neuromarketing
    02:07

  • Preview06:04
  • Primary Key Messages
    05:46
  • Secondary Key Messages
    03:31
  • Effective Messaging Characteristics
    06:15
  • How To Write Copy
    09:22
  • TAKE ACTION: Craft Your Core Message
    00:37

  • Preview04:02
  • The Hero's Journey
    05:03
  • The Audience's Journey
    08:36
  • How To Write Your Story
    05:30
  • EXAMPLES: Storytelling In Branding
    08:43
  • TAKE ACTION: Develop Your Story Framework
    00:41

  • How To Develop A Premium Brand Name
    07:52
  • TAKE ACTION: Develop Your Brand Name
    00:43
  • EXAMPLES: Iconic Taglines
    05:54
  • How To Develop A Memorable Tagline
    05:04
  • TAKE ACTION: Develop Your Tagline
    00:36

  • The Importance Of The Logo
    05:46
  • The Brand Identity System
    02:49
  • Strategy: The Core Ingredient Of Design
    03:59
  • Visual Strategy: Logo Design
    04:16
  • EXAMPLES: Inspirational Logo's
    04:09
  • Visual Strategy: Colour
    09:41
  • Visual Strategy: Typography
    05:44
  • Visual Strategy: Image Style & Graphics
    08:04
  • EXAMPLES: Brand Identity System
    06:57
  • Hiring The Right Designer
    07:15
  • Arming Your Designer
    02:45
  • TAKE ACTION: Create Your Brand Identity System
    00:58

  • Your Digital & Physical Presence
    05:30
  • Preview05:34
  • EXAMPLES: Effective Websites
    06:54
  • Social Media Presence
    03:40
  • EXAMPLES: Effective Social Media Messaging
    10:14
  • The Role Of Printed Collateral
    06:05
  • Digital Marketing Strategy
    12:09

  • Your Brand Book
    05:52
  • Thank You
    01:24

Instructor

Steve Houraghan
Brand Creator & Strategist
Steve Houraghan
  • 4.6 Instructor Rating
  • 5,847 Reviews
  • 17,131 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.

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