Business Branding: The Complete Course Part 2 - Expression

Welcome to business branding the complete course part 2

This is a continuation from business branding the complete course part 1

If you’ve completed part one, you will have already developed a solid strategic foundation for your brand, which we we now look to strategically express in part two.

Part 1 is all about strategy and developing a solid and substantial foundation for your brand.

We set the tone with the brand anatomy outlining the elements of a strategic brand and where the all fit together before diving into the importance of strategy and strategic thinking.

We laid out your purpose vision, mission and values of the internal brand which make up the substance, beliefs and behaviours of your brand before exploring and developing each element of your positioning strategy including your audience persona, competitive research and your differentiator.

We developed your brand personality using advanced techniques through the archetypal framework along with a visual representation and tone of voice for your brand persona.

In part two, we’ll be taking everything you’ve created in part one and building on it to develop your brand expression framework which focuses heavily on your messaging and storytelling.

We begin with a focus on brand psychology and neuroscience. Before we develop a communication framework, we need to understand what messages our brain seeks out and what they filter out and why.

We’ll look at the impact emotion has on decision making and how the biggest brands in the world use it as a craft.

Both our core message and brand story are intertwined and lean on each others to draw the audience in and then nurture them.

We look at the advanced frameworks that allow us, not only to strategically break down what we want to say and how we want to say it, but that provides us with a guide for creating advertisements, website copy, email marketing, social media posts and more.

You’ll discover techniques and processes for developing a premium brand name and tagline before we define your brand promise and uncover its power.

We’ll take an objective look at the visual identity and learn how to inject strategy into its development before we uncover how to build your brand presence using your communication frameworks and digital marketing channels.

By the end of part one and part two, you’ll have built a strategic brand from the ground up. You’ll have a brand book that will act as your brand management guide and the techniques processes and frameworks to replicate the process.