Shape a Brand That Sells
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Shape a Brand That Sells

Create an awesome brand from the ground up to attract your dream customer and land the sales you need.
0.0 (0 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
2 students enrolled
Created by Kristen Brown
Last updated 2/2016
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  • 2.5 hours on-demand video
  • 6 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Determine their dream customer and understand how they drive your business strategy
  • Create a custom logo perfect for your brand
  • Create a complete, balanced color palette to attract the customer you need
  • Create a custom brand vision board created with our easy-to-use, no software required template
  • Create a final brand guide to make sure your brand is always on point to nail those dream customers
  • Create branded graphics perfect for your marketing, website, social media, advertising, and print materials
View Curriculum
  • You should have a business that you're passionate about improving! No design experience OR design software is necessary.

Our beginner-friendly branding e course takes you through the pro steps WE use to create dynamic brands for our clients – brands (including logos, color palettes, and more) that are built on a solid, strategic foundation to attract the customers businesses need.

You'll walk away with:

• A custom logo perfect for your brand
• A complete, balanced color palette to attract the customer you need
Branded graphics perfect for your marketing, website, social media, advertising, and print materials
• A dream customer profile and psychology board to guide your marketing strategy
• Brand inspiration guided pinterest board to find your brand without the risk of copycatting or being cookie-cutter boring
• Custom brand vision board created with our easy-to-use, no software required template
Final brand guide to make sure your brand is always on point to nail those dream customers

Who is this course for?

This course is for small business owners or side-hustlers looking to take their business to the next level through rock-solid branding. This course is for you if:

  • You KNOW you're not attracting the customers you need to make your business viable
  • You're READY for a DIY overhaul of your existing brand to GET those customers once and for all
  • You do not have a design background but are willing to learn the basics to take on the world!

Through this course we're building a strong foundation for your business by thoroughly exploring your dream customer, then building a strategic marketing plan to attract those customers (and sell to them!) through visual branding we'll create together.

Do I need to have design experience?

No design experience is necessary! We've created this course so that anyone can create a custom logo and brand. We're giving you exactly what you need to know to get on track to creating brand success.

Do I need special software?

NO! No software whatsoever is required for this course. We use ONLY high-quality, free, online resources to craft your brand. This saves you hundreds of dollars in software costs and dozens of hours in time spent learning the programs.

Who is the target audience?
  • This course is for the small business owner who is passionate about what they do but whose sales are falling short because they're not attracting the right customers. This course is for you if you KNOW how important branding is but don't have the funds to hire a professional designer. We're teaching you how to take your business's logo, branding, and design into your own hands. No design experience or software is necessary: We're taking you step-by-step through our process to find your dream customer and create a brand that speaks to them. This course is probably not for you if you already have a professional logo and brand that attracts your dream customer, or aren't excited to take your branding and design into your own hands.
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Curriculum For This Course
Expand All 18 Lectures Collapse All 18 Lectures 02:20:30
Week 1: Your Strategic Brand
5 Lectures 22:03

We're going to jump right in and get this show on the road! In this module we'll be covering:

  • How branding and perceived value can hurt or boost your business.
  • What a brand is and how a brand image is created.
  • What's on the horizon for this week.
Your Goal for Module 1: Become comfortable with the value of a brand and have a good idea of what this week looks like!
Preview 01:48

Now we're going to jump into a more complete overview of branding and introduce you to Kennedy Graham Photography. In this module, we'll go over:

  • Common misconceptions about logos and branding.
  • A few key vocab words we need to know to move forward!
  • An intro to Kennedy Graham Photography and how we'll be building the KGP brand alongside you.
  • A few brief examples of strong logos and pitfalls to avoid so you have some food for thought as we move forward.
Your Goal for Module 2: Understand the concepts and goals behind a brand and a logo and why they are different.
Preview 04:08

Now let's shift the focus to YOU. In this module, we'll go over:

  • What a dream client is and the purpose they serve.
  • How a dream client benefits your business strategy.
  • Identifying YOUR dream client or customer.
Your Goal for Module 3: Understand what a dream client is and how targeting them benefits your business – and then identify yours!
Preview 01:51

Module 4 consists of two parts, so get ready to really start digging deep.

In this module, we're walking through:

  • An overview of how we'll be using Pinterest in this course.
  • How to get deep in the mind of your dream customer (using Kennedy Graham Photography as an example).
  • Next, you'll use our worksheet to prepare yourself for creating a Pinterest board that reflects your dream customer.
  • Then you'll create that Pinterest board as if you are your dream customer. We'll walk through how to create the board together by showing you our process for creating the Kennedy Graham Dream Customer board on-screen.
Your Goals for Module 4:
• Walk away understanding your dream client on a deep, personal level.
• Have a clear vision of the type of things that attract your dream client and the values that shape their decisions.
• Create a Pinterest board that allows you to record and collect these concepts that you can always refer back to when making decisions in your business.
Preview 00:53

Now we're moving on and applying these concepts to YOUR BRAND! In this final section of week 1, we'll be covering:

  • How to create a brand inspiration board (also called a mood board) to start curating your brand in Pinterest.
  • How to integrate your dream client into every aspect of your brand design moving forward
Your Goal for Module 6: Complete a curated inspiration board for your brand in Pinterest using your dream client board and cultivate an even deeper understanding of your dream client.

Note: Kristen will be creating the inspiration board for Kennedy Graham Photography in this video in real time so you can see our process exactly. You may find it helpful to get started in the video and pause throughout as you work through your own brand inspiration board!

Preview 13:23
Week Two: Zeroing in on your brand identity
7 Lectures 01:00:57

To get the week started, Avery will be introducing you to...

  • Three important concepts you need to know before going into the design process.
  • Common beginner mistakes you need to watch out for (as shown in examples of good and bad logos).
  • Literal v. figurative communication through design.
  • Why it's important to start with just one color in your design process.
Your Goal for Module 1: Be able to identify hierarchy, balance, and space in logo design and understand how concepts can be communicated in a non-literal way.
Module 1: Identifying some basics and avoiding beginner mistakes

In this video Kristen will be talking about...

  • Types of fonts you use in brands: Hero fonts, secondary fonts, and readable support fonts.
  • How fonts communicate together to create a message.
  • Making conscious decisions when you choose your fonts.
Your Goal for Module 2: Understand how fonts communicate in combination and start thinking about what you want yours to communicate!
Module 2: Mixing fonts

In this section we'll be covering:

  • The two main categories brand color palettes fall into and what each can communicate.
  • Giving your color palette more depth by including accents.
Your Goal for Module 3: Using this information on how color communicates, begin thinking about the sort of color palette that will attract your dream customer.
Module 3: Thinking about color

Your Goal for Module 4: Understand brand elements and what they communicate. Start thinking about the types of brand elements your dream customer will be attracted to in your brand.
Module 4: Brand Elements

It's time to focus in on your brand and nail your color palette. This is going to be a pretty big task, but I know you can do it. Think of this module and next week as your junior year in high school: Definitely the toughest, but so freaking worth it when you get to chill out senior year (that's week 4!).

This is going to be intimidating at first. There are a lot of pieces to put together to create the whole, but we are going to be with you every step of the way. We'll be creating all of these pieces for Kennedy Graham Photography right alongside you – recorded in real time!

All the way from beginning to end we'll be walking you through how to use every program step-by-step so you'll never be lost on your own. Take your time – pause, rewind, take a break, and sleep on your options as much as you need to. And remember, we're personally available to you every day in HDco Like a Pro, where you can get feedback and advice.

Your Goal for Module 5: You'll walk out of this week with a focused brand vision board and an awesome color palette that attracts your dream customer.

Important note:

  1. The link you'll need in order to create your own copy of our brand board template can be found in "Resources."
  • Note: This is video 1 of a three-part lecture.
Module 5: Putting It All Together, Part 1

Module 5: Putting It All Together, Part 2

Module 5: Putting It All Together, Part 3
Week 3: Kicking Butt and Taking Names
3 Lectures 35:07

It's time to create your logo!

Module 1: Creating your logo!

We touched on file types a little bit in module 1, but we need to get a little more in depth. Plus, I get a little jazzed about filetypes.

Module 2: A little more about filetypes, and then creating a sublogo

Alright, we are SO close to sealing the deal on this brand! Here's what we'll be tackling in this section:

  • Finalizing your brand in one brand guide that brings your logo, color palette, fonts, and imagery together.

Note: The link to create a copy of our Google template can be found in "Resources."

Your Goal for Module 3: Assemble your FINAL BRAND GUIDE (!!!) to bring everything together!
Module 3: Your final brand guide
Week 4: Let's put your brand to work for you!
3 Lectures 22:23

Your brand isn't just what your visuals look like. Every interaction a customer has with you creates your brand in their mind – remember, your brand is what your customer believes it is, not what you say it is. Your brand voice is an essential aspect of maintaining your brand in multiple mediums.

We'll be going through...

  • WTF a brand voice is.
  • How brand voice reinforces your entire brand vibe.
  • Examples of different brand voices.
  • Finding your own brand voice using our guided workbook.
Your Goal for Module 1: To understand the importance of brand voice and get started finding your own.
Module 1: Your brand voice

Meet Canva!

Canva is a great tool for all of your social media and print design needs. You'll be able to upload all of your assets that you created in your brand board and have all of your tools at the ready for creating on-brand graphics through this easy-to-use program. You graphics will always be on brand! In only a few minutes, you can easily create original content.

Share your graphics with us in our HDco Like a Pro page so we can see all of your cool designs!

In this lesson you'll learn:

  • How to apply all your knowledge about branding to real-world marketing uses!
  • How to put the new brand elements you've created to work – cohesively!
  • How to use Canva, an awesome tool we recommend to all our clients.
Your Goal for Module 2: Learn how to put your NEW BRAND MATERIALS (omgomgomg) to work creating on-brand marketing graphics in Canva.
Module 2: Creating on-brand marketing graphics in Canva

We don't have time to go too in-depth into social media right now, but we do want to introduce you to the variety of platforms that are out there. Facebook, Instagram, Pinterest, Twitter and more are available to get your new content in the world!

We've written a lot on the topic of social media marketing for small business and feel passionately about the fact that your brand needs to be present in all communication you have with your audience – especially on social media! That means keeping your visual identity, brand voice, and values all in check. If you have questions about which platforms are best for your business, ask us!

Before we wrapped this course up, we wanted to leave you with one awesome social media strategy gem.

This is one of the most valuable strategies we've embraced on Instagram and we want to share it with you!

Your Goal for Module 3: Use Instagram like a biz baller!


Using social media strategically for your business (not just willy-nilly by the seat of your pants!) is key to getting a worthwhile return on your social media investments. We've put together this social media strategies worksheet to help you figure out how to bring in your brand strategy to everything you do on social media.

Module 3: A teeny bit about social media platforms
About the Instructor
Kristen Brown
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2 Students
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Owner and founder of Hoot Design Co.

Hi, I'm Kristen, the owner and founder of Hoot Design Co, a creative agency specializing in small business branding based out of Columbia, MO. I've worked in marketing and advertising for 10+ years and have experience with a diverse range of brands. I've also taught design at the college level for over five years and am ready to teach you how to become the master your brand!