In 5 weeks, we will teach you...
How to identify your target audiences.
Through an in-depth process, we will teach you best to define, articulate and map your target audiences, from both a demographic and psychographic perspective. This step is foundational to the entire branding process.
How to write your Brand Purpose statement.
We will teach you how to write a compelling, powerful and evocative Brand Purpose statement, which serves as a beacon of light for the direction your company and team.
How to identify your Brand Archetype(s).
Rather than competing on price, we recommend competing on personality. Brand Archetypes are used as a heuristic to infuse personality into your brand and differentiate you in the marketplace.
How to build your Brand Architecture.
Avoid having a fragmented and disorganized set of offerings. We will help you create your Brand Architecture that will organize your offerings and define how to brand (or not brand) them from either a verbal or visual perspective.
How to conduct a Competitive Review.
Depending on your appetite to understand your competitors positioning, we will teach you how to evaluate your key competitors, from a branding perspective. This process involves desk research of your key competitors.
Brand Positioning is the space in which you occupy (or intend to occupy) in your target audiences’ minds. We will teach you how to create your Brand Positioning to distinguish you from your competitors.
How to develop your Brand Platform.
Your Brand Platform is one of the core deliverables of a Brand Strategy. Some of the components includes the guiding principles of behavior, personality characteristics, and value propositions of your brand.
How to find your Brand Promise.
We will teach you how to articulate your brand into a core Brand Promise, a three to five word concept that defines the higher-order, ultimate benefit that your customers or clients receive when they buy your products or services.
How to develop a Messaging Matrix.
We will develop a company-wide and segmented Messaging Matrix — a tool that your sales and marketing team can use to increase sales conversions and develop high-converting, on-brand messages in marketing.
How to write an effective Creative Brief.
From creative criteria, color considerations, and stylistic preferences, we will teach you how to write your Creative Brief to translate your brand into design terms so that a brand designer can use to create your Visual Identity.