Branding Basics: Build a winning brand strategy in 3 easy steps!

Jeannie Chan, Brand Manager / Strategy Consultant

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12 Videos (1h 12m)
    • Trailer

    • Introduction to Consumer

    • Defining the Target Consumer

      Target Consumer.pdf
    • Introduction to Benefits

    • Defining Product Benefits

      Benefit Ladder.pdf
    • NEW! Mood Board Example

    • Class Project - Build Your Brand Pyramid

      Brand Pyramid Template.pdf
    • Wrap up

    • Marketing Mix

    • Sell Sheet

    • Benefit Example 1

    • Benefit Example 2


About This Class

Why do people buy top shelf liquor?

Try this experiment at your next party: Buy a few vodkas (or champagne or wine) from a few different price tiers. Conduct a blind taste test. See if your friends can correctly rank the different vodkas according to their respective prices.  

Chances are they will tell you they can, but in reality they probably cannot.

So, why is there such a thing as top shelf liquor - if it doesn't pass the scrutiny of a simple taste test.  

There lies the power of branding! 

Branding has implications for liquor, and a variety of products. This class is meant to teach you the fundamentals of building a brand strategy, upon which you can build a plan that will set you apart from your competitors.

Who should take this class?

While the basics of branding has wide implications in a variety of business, this course is tailored toward small-business owners just starting their venture selling a tangible product to everyday consumers. This course introduces the building blocks of building a brand.  This course will teach you how seasoned marketing pros approach building a brand by connecting with the consumer.  Achieving this will ultimately empower a brand to stand out amongst the competition.  

What will you learn from this class?

You will learn how to apply the same tricks of the trade big brand marketers use to unlock the potential of your product!  You will learn the framework with which you can define your target consumer in a way that you can build brand value.  You will also learn how to define product benefits that will be relevant to your target consumer.  Your class project will give you a visual representation of both your target consumer and product benefit.  These are fundamental building blocks for building a brand.  

5 of 6 students recommendSee All

I really loved this class. I know NOTHING about branding and marketing and have taken at least 10 classes on the subject to date. This is the first class I took where I felt like I actually understood the concepts. I've been feeling incredible stupid up to this point because the instructors just seem to babble on using jargon and terms I don't understand. Jeannie's class breaks it down in layman's terms so now I understand that to create the brand identity. among other things, involves the functional & emotional benefits of your product. Even though the official Class Project is the Brand Pyramid it's really the whole class. There are questions to answer concerning your product or company in each lesson that were extremely helpful to me being able to wrap my head around what branding is and how to go about applying it to my products. I highly recommend this class to anyone who's like me and needs a step-by-step, broken down approach to branding you products or company.
Informative introduction to branding with good, accessible examples. Shame about the sound quality, but good class otherwise.
This class was short and sweet - a great mix of know-how and info. There were places where the audio was too low and I had to use my earbuds, but all in all a good course for beginner in marketing. It helped me to understand my target audience and that's what I really needed the most help with.
Patty Johnson

Just Wanna Be Me





Jeannie Chan

Brand Manager / Strategy Consultant

I'm Jeannie Chan, a branding and marketing specialist based in New York City. I'm not an at-home internet marketer. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge is based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on SkillShare.

I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Marketing Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.

Connect with me on Twitter @jeannie_chan