Overview
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Learn how to create a compelling brand strategy that gets results for your organization.
Syllabus
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Introduction
- Defining your distinctive brand strategy
- Explore the foundations of brand strategy
- How to build your strategy: A customer research focus
- Forming a strategy through strong customer interviews
- Leveraging customer research to develop a customer profile
- Discovering your unique brand value to build a strategy
- Creating a customer benefit ladder: Deliver connection
- Bringing it together: Write your brand positioning statement
- Identifying your brand character: Select an archetype
- Describing your brand character: Hone brand personality
- Fleshing out your brand: Define brand edges
- Tailoring the customer journey: Nurture down the funnel
- Planning creative: Write creative briefs to execute strategy
- Evaluating creative: A framework to assess your creative brief
- Using the four Ps framework to refine your brand strategy
- Using the start, stop, and continue framework
- It's time to create your brand strategy
