Branding: Build a Creative and Visual Brand Strategy

Emily Heyward, Partner, Red Antler

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3 Videos (1h 29m)
    • Research Best Practices

    • Creating Brand Strategy and Mood Boards

    • Wrap-Up and General Best Practices


About This 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.

25 of 31 students recommendSee All

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 ! Emily, we want more !
This was a nice, informative class about the basics of setting up a brand or rebranding one already in existence. I found Emily helpful, concise, and pleasant. She was a great instructor. I recommend this class to anyone who needs to know where to start from the ground-up.
Kate Amunrud

Blogger, Singer-Songwriter, Vegan

This class has helped me develop my brand strategy for both of my websites.





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 Saatchi & Saatchi and JWT. Her years as a Strategist, combined with an entrepreneurial spirit, inspired her to form Red Antler in order to directly apply consumer insights and brand positioning to business growth. Emily graduated Magna Cum Laude from Harvard University, where she studied postmodern theory and consumer culture. Born and raised in New York, she and her dog Sprout currently live in Boerum Hill.