Branding: Build a Creative and Visual Brand Strategy

, Partner, Red Antler

About the Class

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.

What You'll Learn

  • Gaining Background and Conducting Research. We'll discuss the meaning of Branding, then research what your brand means to your consumer.
  • Start Building Your Strategy. You'll decide what you want to brand then create a plan based on the results of your research and gut feelings.
  • Brining Your Strategy to Life. You'll create a presentable strategy by utilizing a written brief and visual mood board.

What You'll Make

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.

More Information

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

Level: Beginner

School: Advertising

Related Subjects: Branding, Identity Design

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At a Glance

  • 3 Video Lessons
  • 947 Students
  • 89% Positive Reviews (28)
  • Self-Paced Online Class

Class Project

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

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About the Teacher

Emily Heyward

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 al...

89% Positive Reviews

Maya Schnaidman

Maya Schnaidman

A great class, enjoyed it a lot, helped me crystallize my thinking and had a direct impact on my marketing materials. Emily is warm, funny and super sharp, a joy to watch her teach ! E...

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