Build Your Brand’s Identity
- Self-paced instruction
- 17 video lessons
- 2.25 hours of lesson content
- Brand development exercises
- Led by an industry expert
- Lifetime access
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.
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?
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
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
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
About the Instructor
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.