Build Your Brand’s Identity

Establish a powerful brand identity

Level: Beginner
Instructor: Douglas Light

Build Your Brand’s Identity

*Avantguild discount applied at checkout
  • Self-paced instruction
  • 17 video lessons
  • 2.25 hours of lesson content
  • Brand development exercises
  • Led by an industry expert
  • Lifetime access
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Who Should Take This Course

Marketers, Brand Managers, Copywriters, Entrepreneurs

Skills You Will Learn

Conduct smart research to understand how your brand may be perceived and to inform your critical brand architecture

Define your brand’s position to set it apart from the competition

Develop a research-based marketing strategy to connect with your consumer

Create a concise, poignant mission statement

Why Take This Course

A great brand should be easy to recognize and hard to forget. This course is part creative, part entrepreneurial. Learn how to define your brand as a distinct entity among the competition, analyze where it falls within the industry and how it measures up.

You will then learn how to tell your brand story, craft mission and vision statements, and use thoughtful, thorough research to inform these critical brand components. No matter where you are in your branding know-how, this course will enable and enhance your ability to build a brand’s architecture from the ground up.

Session 1

Introduction to Brand

  • Lesson 1: Defining Brand
  • Lesson 2: Who Owns the Brand?
  • Lesson 3: Brand Writing vs Marketing/Advertising Writing: Is There a Difference?
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Session 2

The Role of Research in Building a Brand

  • Lesson 1: Know Your Brand and The Marketplace
  • Lesson 2: What is a Gap Analysis? How Can It Help?
  • Lesson 3: Finding the Right Form of Research
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Session 3

Strategy - Turn Data Into Actionable Information

  • Lesson 1: The Importance of a SWOT Analysis
  • Lesson 2: Brand Positioning and Brand Relevance
  • Lesson 3: Crafting a Creative Brief
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Session 4

Brand Writing That Inspires

  • Lesson 1: Brand Story
  • Lesson 2: How to Tell Your Brand’s Story
  • Lesson 3: Mission Statement vs Positioning Statement; Bios
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About the Instructor

Douglas Light

Douglas Light is the Senior Copywriter at Monaco Lange. His experience includes working at Ogilvy, Grey Direct, and Rapp Collins on national and international accounts such as IBM, JPMorgan Chase, WebMD, Girl Scouts, and BASF. Leveraging his knowledge of print, television, online and out-of-home brand building, Douglas has played an integral role in launching start-ups brands and rebranding established companies. He teaches writing at New York University and Rutgers University.