Hey there!

First off, thank you for purchasing the course, your support means a great deal to me. I've been working on this course for over a year now and so happy to bring it into reality.

Welcome to your journey in becoming a more valuable strategic designer. In this first segment I will briefly walk you trough the course so you can get a clear view of what you will learn. Let's get started:

1 — In the first chapter we talk about:

• The course interview, duh :-)
• How strategy changed my career.
• How a strategy project looks like.

2 —The second chapter is really about why strategy matters, how it has grown and how you can educate and sell it to your clients.

• The value of strategy
• How to sell strategy
• The origin and history of brand strategy

3 — In the 3rd chapter we dive in with the client workshop, how to faciliate, where to pay attention to and what questions to ask.

• Why do we need a workshop?
• What questioins to ask
• Asking the right questions

4 — Next, we take a look at the discovery phase, looking at the competitors, the company culture and so on.

• Company culture and history
• Competitor audit
• Customer journey

5 — After that, we dive deep into our customer's customer:

• Target audience and segmentation
• Customer research
• Buyer or user Personas

6 — Now it's time to dive in to what may be called the brand 'essence' or purpose, why does the brand excist besides making money?

• Why are we here?
• Core values and why they matter
• Creating a brand manifesto

7 — Now we now what the company is, who their customers are and why they excist, we can start to take a stand for the brand. We can start 'positioning' the brand.

• What positioning is about
• Defining the value proposition
• Positioning mapping and positioning statement

8 — Here we take a look at the brand personality. What is the tone of voice? What are the brand attributes and how can we define this?

• Why is personality important?
• Choosing the right attributes
• Crafting a brand voice

9 — Time to get our hands dirty, after all this talking and writing, we want to translate this strategy into a visual language.

• Why is there a gap?
• How to bridge the gap
• Stylescapes & moodboard

10 — In this final chapter we finish off with some final tips and tricks.

• Tips about presentation
• A few final words before you fly off