Build a Creative and Visual Brand Strategy

Class Project

Build a brand strategy for a new gum, a new technology, or yourself

Why do we care about some brands, and others fall completely flat? How can an abstract, inanimate concept have any kind of effect on our lives, let alone a profound one? And as brand builders, how do we create brands that people will actually care about?

Whether you're looking to launch something new, having an identity crisis, or simply want to give focus to a personal project that you’re struggling to get off the ground, successful endeavors begin with strategy. This class will teach you to produce new ideas that work, by showing you how to create that essential foundation.

Led by Emily Heyward, Head of Strategy and Partner at Red Antler, you’ll walk away from this class with all the tools you need to create an unstoppable brand strategy. Why does this matter? Because at its core, branding is about finding new ways to connect with people. You will learn how to set clear goals, figure out what makes people tick, and develop (and articulate) razor sharp ideas, defining a clear vision for anything you're setting out to accomplish. If you want, you can even use this class to brand yourself.

Whether you’re in the agency world, a consultant, an entrepreneur with a great idea, or just graduated from college and are interested in brand building, this class is for you. If you’re already involved in bringing brands to life, this class is still for you.

You’ll begin with a client's (or your own) objectives, you’ll develop quick & dirty research plans to obtain the answers you’re seeking, and you’ll learn how to infuse a brand with true personality instead of blending into the crowd. By the time you finish this class, you’ll know how to break down complex problems into simple, laser-focused strategies based on real people’s feedback and needs.

Prerequisites

Everyone will work through a brand case study or their own brand strategy - either is fine, but be ready to get your hands dirty!

Beginner Difficulty
21

Student Projects Submitted

Project Guide by Emily Heyward

Partner, Red Antler

Emily began her career in advertising as a Strategic Planner, working on many top brands under General Mills and Procter & Gamble, as well as DeBeers, where she led research for all major brand initiatives and developed strategies for multiple launches. She started her career at D'Arcy, followed by ... view full bio