Intuitive Branding: Build a Relevant & Authentic Brand

Name: Intuitive Branding: Build a Relevant & Authentic Brand
Rating: 4.7 (29 reviews)

With clear instructions, formulas, and real world examples that make your Branding process easier!

Created byFábio Garcia

Last updated 12/2023

English

What you'll learn

Learn Branding from a professional perspective and through a practical and intuitive approach.
Reveal and develop a brand that truly resonates with humans.
Position a brand in the audience's mind (not in a mere piece of paper).
Craft a tagline that leaves a lasting impression.
Revise, refine and simplify the business model with Branding in mind.
Complete tasks following clear instructions and real-world examples.

Course content

5 sections • 20 lectures • 57m total length

About this class1:58
Class overview: setting expectations.

Branding: an underrated asset2:42
Understanding what Branding is about and how it is deeply associated to the customer experience.
Task: chose what to brand, an industry, and pick a niche2:10
Choose what to brand.
Choose an industry,
Pick a niche and sub-niches.
Business model: stick with the essentials2:32
Learn how to revise and simplify a business model before diving into Branding.
Task: filling in the business model canvas2:28
Fill in the business model canvas.
Walt Disney World: where dreams come true3:37
By following this interesting case study, the student will gain a better understanding of how Walt Disney World brands itself to its audience. It is a fabulous inspiration to any beginner in Branding.
Task: setting expectations for the brand2:01
What do you expect from the brand you are about to bring to real world? Why?! These are the key questions you want them to be answered before anything else.
The brand as a person: revealing its personality3:03
Task: defining the brand persona3:26
Compare the brand to an object.
Define the brand persona.
Understand the brand personality, its qualities and flaws.

Definition of brand: a closer look1:41
A more in-depth and conceptual understanding of what a brand is.
Creating a brand VS Revealing a brand7:11
"Is it possible to create a brand? What do you think?" That question forces us to realize if the brand is something that must be created or if it is something that already exists and must be simply revealed to the target audience. The understanding that comes from this reflection will help us to direct the brand expressions that will generate the results we want.
Intuitive Branding: the way to go3:20
Many companies, even big ones, make a huge mistake: they look too much to their competitors and very little to their own brand. A good example is Pepsi! The company 'learned the lesson' the hard way until realize they should not compete with Coca-Cola the way they were trying before. The Intuitive Branding is the answer to avoid that mistake.
Authentic intentions = authentic brand3:31
The authenticity of a brand must be related to its purpose, principles, and values. The brand must carry a big 'WHY' on its shoulder everyday and never abandon it no matter what. "Why are we in the business that we are in? And based on what principles and values?".
Task: crafting the brand's purpose, principles, and values1:38
The step by step process of crafting the brand's purpose, principles, and values.

Positioning a brand in the audience's mind4:23
Brand positioning is a distinct place that the brand occupies in the consumers' mind. It serves to guide decisions that positively affect the audience's perception of a brand.
Task: establishing the brand positioning1:35
Crafting the brand positioning statement might be tricky, but you will learn a very useful formula that makes it a lot easier.
The tagline: leaving a lasting impression1:49
The tagline may be a glimpse of the positioning statement and it has a 'poetic' side, so to speak. Its form expresses a bit of the brand personality that resonates with the audience. It is used to quickly cause a good and lasting impression.
Task: crafting a powerful tagline1:59
You will learn to use two 'ingridients' to make powerful, creative, memorable, and 'straight to the point' taglines.

Requirements

Just the desire to learn.

Description

Intuitive Branding: Build a Relevant & Authentic Brand

// Easy comprehension

Along the way, the instructor shares many good insights that help understanding once and for all what Branding is about, so you don't have to waste time trying to figuring out by yourself or in books and articles that overcomplicate it.

// Practical approach

You will learn how to build a brand through a very practical and intuitive approach. Although it is not meant to be a complete course on Branding, it covers the main aspects of a brand in a very concise and useful way.

// Formulas and real-world examples

You will be taken by the hand and see how the instructor builds a brand following a step-by-step process with formulas and real-world examples. He encorages you to complete a project which consists in branding a business, product, service, you as professional, or any other brandable thing you want.

// Focused on the Brand Persona (the brand as a person)

The more humane a brand is, the better it will connect with people. For example, if we compare Harley Davidson with IBM, which brand is the most desired and loved? Harley Davidson for sure! The same way, Walt Disney World, Coca-Cola and McDonnald's are way more humane than 3M, Microsoft and Nikon. We can feel it, right?! So let's build a brand that people want to connect with, share and talk about.

// Target audience

Entrepreneurs, business owners, freelancers, Marketing students, Advertising students etc.

Who this course is for:

Entrepreneurs, business owners, marketeers, freelancers, marketing students, advertising students, etc.

Intuitive Branding: Build a Relevant & Authentic Brand

What you'll learn

Explore related topics

Course content

Introduction1 lecture • 2min

Building a Relevant Brand: Part 18 lectures • 22min

Building a Relevant Brand: Part 25 lectures • 17min

Building a Relevant Brand: Part 34 lectures • 10min

Extra: The customer journey2 lectures • 7min

Requirements

Description

Who this course is for: