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Branding Fundamentals for Copywriters

Learn the art of brand strategy

  • sections:
  • Discussions Mondays 8-9pm ET, 4 sessions full schedule

“If it doesn’t sell, it’s not creative” – David Ogilvy

Killer creative copywriting alone isn’t enough. Take your career to the next level by learning the fundamentals of brand strategy to guide campaigns that sell.

This class will teach working or aspiring freelancers, agency copywriters, and in-house marketing professionals how to establish and execute comprehensive strategies that build lasting value for brands.

We’ll cover the strategic thinking skills that will empower you to take a leadership role in branding and marketing teams, as well as the practical writing skills necessary to create effective, on-brand executions across platforms.

In this class, you will learn how to:

  • Write brand manuals and guidelines for new or established brands
  • Understand how brand architecture impacts messaging and copywriting
  • Craft brand positioning statements that communicate the most relevant brand values to your target market
  • Generate memorable, effective taglines and slogans
  • Create a consistent, effective brand personality and voice
  • Collaborate with designers and other team members to produce a comprehensive brand identity

By the end of class, you will have:

One sample brand manual complete with positioning statement, target market profiles, brand personality, and brand architecture and visual identity guidelines. 2-4 samples of branded copy to add to your portfolio

Melissa Lore is the Digital Content Strategist at MicroArts Creative Agency. She has been writing copy for print, digital, social, and mobile for both agencies and independent clients for more than eight years. Her clients include World's Best Cat Litter, AVG, Healbe, Nickelodeon, Rogaine, Quaker Chewy Granola, Norwegian Cruise Lines, and the Rapp Collins agency.