Branding

  • Available Now: On-demand
  • Duration: 96 minutes
  • Number of classes: 10
  • Cost: $199 | You Pay: $199
  • See our group discounts for 2+
Register now
PRO member? Log in to update your rate »
Already registered? Access your course »

This course contains 10 classes designed to help you define and build your brand—from how to attract your customers' attention and dollars to using PR, social media, and design to increase your brand's ROI.

You'll learn how to find your brand voice, differentiate your brand, measure the ROI of your brand's design, and much more.

How does it work?

Our Branding course includes 10 classes (each 5–12 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

Branding includes these 10 classes:

DEFINITIONS

Beyond the Buzz: Learn the True Definition of "Brand" and Other Terms

Speaker:
Lois Brayfield—CEO, J. Schmid & Assoc.

ON-DEMAND: View at your convenience for 12 months

Do you really know what "brand" means? It's one of today's biggest buzzwords, but the term is often misunderstood. Learn the true definition of brand as well as the differences between: brand equity and brand essence; brand identity and brand personality; and a brand manual and a style guide.

CUSTOMERS

Six Questions That Build Great Brands

Speaker:
Tamsen Webster—VP, Strategy at Social Media Explorer | SME Digital

ON-DEMAND: View at your convenience for 12 months

To win the battle for your customers' attention—and wallets—you have to win the battle for their hearts and minds first. Why? Because that's where your brand really lives, not at your headquarters and certainly not (just) in your marketing. In this class, you'll learn the six questions that will help you define your brand (and why people care), so your brand is the one people choose.

VOICE

Increase Your Following By Homing In on Your Brand's Voice

Speaker:
Karen Young—CEO, The Young Group

ON-DEMAND: View at your convenience for 12 months

What is a brand voice, and what does voice have to do with branding? Brands need a story, a defined personality, and a recognizable voice. The more each piece works together and supports one another, the more your brand's consumers will connect with and fall in love with your brand. Learn the key points for developing a brand voice and growing your customer base.

CAMPAIGNS

Go on a Brand Campaign and Capture the Hearts of Your Customers

Instructor:
Lois Brayfield—CEO, J. Schmid & Assoc.

ON-DEMAND: View at your convenience for 12 months

Like a political campaign, a brand campaign is created to effect change. It requires strategic planning to craft a series of events targeted to a specific audience. Learn how to develop a strategy that captures your target audience and solidifies your brand's differentiation in the marketplace, and how your brand's "higher order benefit" affects all your messaging.

REBRANDING

The Makeover: What to Do When It's Time to Rebrand

Instructor:
Douglas Spencer—Principal, Spencer Brenneman

ON-DEMAND: View at your convenience for 12 months

Do you know Datsun? The Haloid Company? Andersen Consulting? They're now Nissan, Xerox, and Accenture, respectively. There comes a time in the life span of many products and companies to start afresh. When it's time to rebrand a product or company, several decisions should inform your strategy. This class will examine them.

DIFFERENTIATION

Differentiate Your Brand From Competitors' to Increase Sales

Speaker:
Rhonda Page—Clarity Girl, Know Your Difference

ON-DEMAND: View at your convenience for 12 months

What if your brand was the one brand that stood out from the others ... was the one with a unique message and the one customers could easily identify? Imagine the possibilities. This class will show you how to break through the competition by understanding your brand's unique difference and clearly communicating it.

SOCIAL

How to Effectively Build Your Brand Through Social Media

Speaker:
Jennifer Kane—Principal, Kane Consulting

ON-DEMAND: View at your convenience for 12 months

Today, thanks to social media, brands have a voice. But to use that voice effectively in social media, you need to be strategic about what you say and where you say it. Learn how to choose the right social media platforms for your brand, extend your brand identity across those platforms, develop brand-appropriate content and conversations, and create brand advocates.

PUBLIC RELATIONS

Elevate Your Brand With an Integrated PR Program

Instructor:
Annie Scully—Founder, Praxis

ON-DEMAND: View at your convenience for 12 months

Public relations (PR) can be a creative and cost-effective tool that can power your brand and foster interactions with your customers. This class shows you how to align your brand's objectives with an integrated PR program that includes traditional and social media to elevate your brand and create buzz.

DESIGN

Apply Design Thinking Best Practices to Transform Leading Brands

Speaker:
Rob Wallace—Managing Director, Wallace Church & Co.

ON-DEMAND: View at your convenience for 12 months

In its most powerful form, design thinking is a process and a way of making decisions. This class will deconstruct how design thinking works, how it complements analytical thinking, and how it can successfully drive a brand's transformation. This class will apply design thinking to problems relating to some of the most recognized brands (e.g., Procter & Gamble, Apple).

ROI

The Quest to Quantify the ROI Dedicated to a Brand's Design

Speaker:
Rob Wallace—Managing Director, Wallace Church & Co.

ON-DEMAND: View at your convenience for 12 months

Imagine if you could quantify every dollar spent to design your brand. Well, you can: design can be quantified. This fast-paced, information-rich class will review the results to prove that for every dollar invested, design returns more than 50 times the direct profit of other marketing communications efforts.