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Brand strategy for designers
Chapter 1: Why strategy matters
Course overview (5:43)
How Strategy changed my career (9:07)
How does a brand strategy project look like? (8:19)
Chapter 2: The value of strategy
The value of strategy (6:24)
How to sell strategy (16:46)
The evolution of brand strategy (5:52)
Chapter 3: Facilitating a workshop with your client
Why do we need a workshop? (3:44)
How to do the workshop (11:44)
Questions you need to ask (19:11)
Chapter 4: Brand Audit
Company audit (4:21)
Competitor audit (9:37)
Touchpoint audit (3:47)
Chapter 5: Defining the customer
Target audience and segmentation (6:23)
Customer research (7:56)
Personas (4:26)
Chapter 6: Defining the core vision or 'why' of the brand.
Uncovering the why (6:01)
Brand values (4:40)
Creating a brand manifesto (6:24)
Chapter 7: Positioning a brand
Why do we need to position a brand? (4:55)
Features, benefits and value proposition (18:35)
Positioning mapping and statements (8:13)
Chapter 8: Messaging
What messaging is about (7:47)
Personality and tone of voice (7:04)
Brand behaviour (13:38)
Chapter 9: Bridging the design gap
About the gap (5:36)
Moodboarding & Stylescape (11:54)
Guest appearance by Gil Huybrecht (7:50)
Chapter 10: Closing off
Presenting tips (19:03)
Some parting words (12:47)
Refer a friend
Why do we need to position a brand?
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