Brand Management: Creating What Sets You Apart

Chris Bolman, Director of Marketing, Percolate

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11 Videos (1h 13m)
    • Introduction

    • Your Project

    • What Is "Brand"?

    • Vision, Mission, and Values

    • Brand Positioning

    • Voice and Tone

    • Look and Feel

    • Managing Your Brand

    • Operationalizing Your Brand Strategy

    • Finding Brand Channels to Build Community

    • Final Thoughts


About This Class

What does your brand stand for? Join Chris Bolman (Director of Marketing, Percolate) to learn how to define and develop the 6 core brand pillars that will set your brand apart. From mission to culture, this 1-hour class is a must for entrepreneurs, startups, and everyone eager to grow a brand with conviction.

Bite-sized video lessons explore how we define "brand" today, actionable and useful insights for developing each brand pillar (vision, mission, values, positioning, voice and tone, look and feel), and strategies for operationalizing a brand externally and interally at a company. Everything ties back to making a brand the foundation of your company culture and brand decisions.

Every touchpoint — from your presence on social, to an experience on mobile, down to how your customer support team signs their emails — is an interaction that should be defined by your brand strategy. This class explores how to design and implement a brand strategy effectively.


Percolate is The System of Record for Marketing, a complete web and mobile software platform to manage all your marketing in one place.

381 of 384 students recommendSee All

Great class! I got my marketing degree years ago and have felt a bit out of practice. This was helpful in reminding me of a few things, and then teaching me some things I hadn't thought about in the newer market, with social media especially. Also helpful for my graphic design business to better communicate with my clients and things we should be considering as we develop their visual identity systems.
Fantastic class. Took extensive notes. It would be great to have a worksheet or something, though.
Great first step in developing your own brand or improving on your business' already existing brand.





Chris Bolman

Director of Marketing, Percolate

I currently lead growth and digital marketing at Percolate, a thoughtful technology company that serves as the technology system of record for many of the most iconic and successful brands.

My work and writing has been featured in publications like Forbes, Digiday, Inc and The Next Web.

Previously, I created BuzzFork, a marketing automation and social search SaaS app helping business and individuals engage relevant leads via Twitter. I also co-founded ZoomTilt, a full-service social video solution platform for filmmakers, video marketers and agencies. ZoomTilt was a 2012 MassChallenge and 2013 SXSW Interactive accelerator finalist.

Find me on Twitter, Google+, and my personal blog.