Branding Strategy with Rob Jelinski | Rob Jelinski | Skillshare

Playback Speed

  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Branding Strategy with Rob Jelinski

teacher avatar Rob Jelinski, Brand Strategist + Designer

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

13 Lessons (43m)
    • 1. Introduction

    • 2. Start with the Mission

    • 3. Define Your Target Audience

    • 4. Build The Heart of The Brand

    • 5. Focus on your Offerings

    • 6. Ensure That Your Brand Is Unique

    • 7. Name Your Brand

    • 8. Dominate The Domain

    • 9. Secure Social

    • 10. Brand Awareness

    • 11. Complete Your Strategy

    • 12. Keep Your Strategy Close

    • 13. Get Everyone On The Same Page

  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels
  • Beg/Int level
  • Int/Adv level

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

Branding Strategy helps you clearly identify your brand, what it embodies, and establishes a unique brand voice, personality, and look which allows you to reach your target audience in meaningful ways!

In this course, you will learn from Rob Jelinski, a brand designer & strategist of 18+ years on how to place & keep your mission at the center of your brand, clearly define your target audience, build the heart of the brand, clarify your offerings, name your brand, ensure your brand is unique and much more!

About the Instructor

Rob Jelinski is a senior brand designer, expert strategist, published illustrator, established art director, & the founder of Infiniteā„¢ Design Studio.

With 18+ years of creative entrepreneurship, Rob holds a wealth of expertise in strategy, branding, marketing, and design which he implements into every project, workshop, and endeavor.
You may know Rob from his fun animated gifs which have amassed over 1 Billion uses around social or Brooklyn Art Library through which his illustration work has toured the USA, been featured in publishings, and is currently on view to the public.

Rob is proud to be an active member of the creative communities of Inc. Magazine, Skillshare, MailChimp, Squarespace, Google Fonts & Maps, CreativeMornings NYC, Rising Tide Capital, and The Sketchbook Project.


Special thank you to NYC native, multi-platinum, GRAMMY Award-winning songwriter/producer/keyboardist, Sam Barsh for licensing the adventurous theme that fit this project so wonderfully and helped bring our strategy training to another level of creativity

Meet Your Teacher

Teacher Profile Image

Rob Jelinski

Brand Strategist + Designer


Hi, Rob Jelinski! I'm a seasoned content strategist, brand designer, published illustrator, & art director.

18 years ago, I started my first company Rob Jelinski Studios, llc. as a side-hustle after coming home from my full-time design job. Since then, R.J.S. has unfolded into a renowned strategy studio and the design side of the business, expanded into Infinite™ Design Studio, of which I am the art director.

Throughout the years, we have helped countless creatives, entrepreneurs, startups, and small businesses build strong brand identities and systems fortified with brand strategy. Now, I'm excited to expand digital learning experiences on Skillshare to now help you do the same!

See full profile

Class Ratings

Expectations Met?
  • Exceeded!
  • Yes
  • Somewhat
  • Not really
Reviews Archive

In October 2018, we updated our review system to improve the way we collect feedback. Below are the reviews written before that update.

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. Introduction: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Branding strategy helps us as businesses build out a unique persona, brand voice, a brand experience, and connect to our products and services. This is my Skillshare. Tonight you'll learn that branding strategy clearly helps you identify your brand. Key areas include the mission and purpose of the brand, who your ideal customer is, how to communicate with them. What your brand stands for, the tone and personality of your brand, both visually and in messaging. How to keep your brand unique, building a strong online presence, creating and using a brand strategy, positioning your brand for success. 2. Start with the Mission: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Start with the mission. You'll want to start with the mission for your brand so that you could build the foundation. It's very much like a house. When you build a house, you build that foundation first. You make sure that you put all that thought in detail into it, before you go any further so that you know that the house is trustworthy. It's the same with building a brand. You want to start with the mission so that everything can unfold organically with a little bit of strategy, thought, and intuition. You can build out that experience more easily rather than not putting time into the mission or circling around that, and then you're always out feeling like something is missing or something is broken. Big idea here is revolving the brand around the mission or purpose from the beginning adds a sense of clarity to every aspect of the brand. For instance, misfits market. I really, really loved their brand name. I also loved this funky font. It feels very misfit, but still very clean and modern, I instantly gravitated to their mission, which, they saw a problem that 'ugly' produce here in the U.S. If it's misshapen or it's not as bright or even glossy, like an apple or a tomato, that it wouldn't get purchase. Because U.S. consumers, unfortunately, we can be a little picky, where we want it to look a certain way. And if not, we, sometimes we wonder like, what is it even good? Does it taste good? Right? So they saw this problem that there was 'ugly produce' that was not purchased in the US and it turned into a lot of waste. That's a whole nother journey, whole another story. So they decided to create their mission around, around their business and their purpose to reduce the waste of misshapen produce or produce that didn't feel ideal. Again, 'ugly produce' if you care to call it that. And they created a mission from that, from that purpose, or that pain point. They said that we want to reduce the cost of misshapen produce in order to reduce waste. So we'll give you a bunch of really great, great produce. Maybe a little deformed or a little unsightly to look at. We'll give it to you at a cheaper cost just so that it moves and, It doesn't turn into waste, it doesn't end up in landfills or incinerators and things like that. I really, really loved that and I just gravitated towards it and I've always remembered misfits market, besides it being a catchy name because I understood their mission right off the bat, it really resonated with me. The most memorable brands are built around the mission and the purpose of the company. Let that soak in, let that wash over you. When you're thinking about naming your brand, right, How can you pull your mission to the foreground? But we'll get into that on the next steps, real soon. Okay. So take action. Start with the mission. Why did you start your company? Write that down, answer the questions, jot it down or input it into the fillable PDF. Why did you start the company? What problems do you solve? You want the mission and the purpose of the company to be at the forefront of the company. So you want to remember why you started it, if it's been a little while or if you're just even planning of starting a company in the future, write down why you're planning on starting the company or why you did. Also jot down what problems you solve. In marketing or as your brand evolves, You're going to need to know what pain point you address, what problem your company or your product or your service, what does it solve? Because then you want to speak directly to that pain point, directly to your audience so that you can pull them in. And you could attract the right customer, and your brand can start building. 3. Define Your Target Audience: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Define your target audience. When you're talking about your target audience, you want to know exactly your ideal clientele, who your product serves, what pain point in addresses, and how it affects the person in your target audience. You want to picture them. What's their age, what's their gender, or where did they live? What type of setting. Are they in the city or the country? What are their interests? Are they interested in hobbies? Are they interested in entrepreneurship? Are they interested in creative entrepreneurship? All of these things help us key down and tone down our messaging so that we're speaking directly to the heartstrings of the people in your target audience. The big idea, you can't effectively sell your products or services unless you know who your ideal customer is and how best communicate with them. When I created this course, I had you in mind, right? I had you in mind. I knew that I needed to touch on these topics, that these are the tools that you would need. And then in the messaging for the marketing for this course, I communicated those things to you. That's why you're here. Listening to our course and watching it, right? We want to teach you how to do the same thing. Define your target audience. Tone. When it speaks to tone, you want to collect keywords, okay, Some of my keywords for my personal brand, which this branding strategy falls under. You'll notice at the bottom of all of our deck presentation, it says 'Branding Strategy with Rob Jelinski.' So my personal brand is quick, Edgy, witty, and a little touch of city, right? A little Urban. You have a lot of clientele that are in New York City, that are in Brooklyn, that are in Jersey City and Montclair, that are these trendsetting cities on the East Coast, right, In addition to the clients that we have in California, West Coast and around the globe and things like that, right, But there's a little bit of 'city' inside of my personal brand, Whether it's the colors, whether it's the typography or the design. You're going to see a little bit at this tone translated into the visuals and into the message. Your brand has a personality. Personality will help you speak to your target audience, So you want to collect keywords for that. Something like go-getter or city-grit or approachable, you want to gather a few keywords and buzzwords that clearly define, your tone, your brand tone, and also your brand personality, then your audience. Again, keywords for your audience. I touched on this before. Are they male and female, their age group, You want to clearly define their age group, ages 15 through 45, or ages 45 to 65. You want to have some that are, specific but a little more general than others that are super-specific. Take action. Define your target audience. Answer these questions. Jot down your audience. Who is your ideal audience? Who is it? What are their age or their interests? Where did they live? What did they do or what topics interest them, right, What is their age range, gender locations? Again, some of these are a little more fluid than others. I would recommend that for every single participant of this course that you've definitely clearly define the age range. Their age, other ones like gender or location, some businesses you may need to call out the location. If you're like a brick and mortar, others you may not write. Some may be gender specific, others may be gender neutral. Okay, so jot that down, answer those questions and let's continue on, after we build your audience. 4. Build The Heart of The Brand: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Building the heart of the brands. There's many different ways to say this. Some will say your core values or the culture of your brand, right? I love to call it the heart of the brand because it makes it feel like it's living, breathing, palpitating. I love to use that, that learning, okay, building the heart of the brand. The big idea here is that when you build the core values of your brand, it allows your customers with common interests to connect with you organically, okay? If you build the heart of your brand and you say, Hey, this is meaningful, diversity is very meaningful to me. You're going to build that into your imagery and your visuals that are seen on your website, that are seen in your brand's marketing, that are seen in your digital marketing, whatever it may be, you want to craft these core values, even the vision of your brand. You want to, you want to build that now because people are going to connect with all these different areas and these interests in you're going to pull people in who are very interested in your vision for the future. What you stand for, either way, those things, they speak to your audience and it allows them just like a person, right? If you see a person always talking about their cat or their dog on social, right? And you happen to love cats or dogs, you're going to connect with them on a common interests level. And it's going to be very organic, okay, for brands, you want to do the same thing. You want to share these things of your brand parts so that people can connect with your work. In the 123 of this is your mission, is one key part of your brand's part. The mission, the purpose, how you serve. Now, write your vision, goals of how you'll serve in the future and the values or the core values that drive you, okay? These are key components. You definitely, definitely, definitely want them to be stated. Many people have core values that might be like a list of 10 or 12 or something like that. Each one is different, but I would really recommend that you at least have these Lori take action. What does your brand stand for? What is your vision? What are your core values? It's really good to know what purpose your company and your brand is going to fill in the beginning. And also where you're going to what you're aiming for in the future, okay? So what you're on mission for now, and what's your vision for the future? And what are the core values that drive you, right? Answer those questions, jot them down in our handy dandy branding strategy workbooks, and we will keep moving forward. 5. Focus on your Offerings: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. You want to focus on your offerings because you don't want things to get cluttered. You never want your brand. For people to visit your website or visit your bio on social or something like that, And not clearly know right off the bat, what your offerings are; what products you out produce, what services you provide- You want that to be very clear, streamlined, quick, straight to the point. You don't want it to be cluttered. And if you have multiple offerings, you want to try and break it up or organize it, so that it's very clear and to the point so that people could just find it. Okay, the big idea here is defining your offerings helps you ensure that your products and services are focused. Again, cut through the noise, cut through the clutter. People are visiting your website or social, you only have a few seconds to really communicate strongly what you do, right? So it has to be focused. We don't have their full attention. Either their zombie scrolling or they started to look with their full attention, But then their cat jumped off the table and knocked something over. Or their kid is calling them, you know, their coworker is talking to them- We don't have their full attention. So you want everything to be focused for your brand. It reduces confusion, right? You don't want any confusion around your brand. It builds recognition. If it's clear, it's going to build recognition, quicker. And it's also going to build recognition within a specific industry or nichĆ©. You want people to know like, "oh, Infiniteā„¢ Design Studio, they're a brand design studio." They do advertising, digital marketing, website design, print marketing, logo design. You want people to know exactly what your company does. "Oh, Rob Jelinski Studios, they're a strategy studio." Oh yeah, they help people build out their strategy. Yep, I took their course. You want people to know exactly what you do, so that you can be memorable and build recognition in their minds quickly. 1, 2, 3. Warning signs that your offerings might be cluttered. If you can't define your industry... After a little bit of research, again, warning signal. If your company spans two or three industries, is a clue and a cue to break out a sub-brand or a different product line- something else to help organize or break it into like two or three categories. Oh, my company serves this audience in these three ways and they have to make sense, okay? Which brings me to step number 3. If your offerings don't compliment each other, they're not going to build that recognition that you're looking for. You want to make sure that all of your offerings, they complement each other. That it could all fall under one umbrella. For instance, if it's like selfcare, write something like maybe meditation or spa services, or maybe even counseling might all fall under selfcare, right? And you could package that great. Like we're a one-stop shop for selfcare. But if you're trying to sell like motor oil, cannabis products, and design services all under one company name, one website, like, you're going to confuse people like crazy. Please don't do that. I know it's an extreme example, but I've seen horror stories. Take action. Think about it to all of your offerings, makes sense together? Do they compliment each other? Jot down your answers. Again, continue to work through this workbook, the workbook is really, really great because at the end of it, it's all organized in one document. It's also great that it's fillable. You could always edit that. If you're doing an analog, you can always print it out again. 6. Ensure That Your Brand Is Unique: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Ensuring your brand is unique. With branding strategy, you want to make sure that your brand is unique so that you can make a splash. And you also want it to be unique, even if you're doing something that's kind of been overdone, there's always a way, especially with branding, that you can make it really unique and memorable. Okay, Anything could be branded, especially when you have a little creative genius. Here's the big idea. There is little new under the sun. I totally believed in that statement. But there are always new ways of doing business and even doing the same thing or breaking into a crowded industry. There's always a new way to do it, right? Study your competition, study the gaps in their solutions, be ready to fill those gaps, be unique in how you fill those gaps and fill them like only you can do. Lots of people have built million-dollar ideas on studying what someone else does, right, creating something and doing it a little differently. Perfecting their process. Even if it's a crowded space, don't be afraid of starting a business when someone else is already in that lane. Each of us has our own, unique way of doing things, We don't have to copy anyone. We could do something, even something that's overdone and we are going to add our unique value to it. Do that. Study your competition. Be unique and fill in those gaps like only you can do. Take action. Know who's your competition. Who are they? Jot down a few. If you don't know, jump on Google, see who else is doing something in your industry. If creating something new, You have a new concept, right, try and Google a few [key] words, Google a few different times. Know who your competition is... Study what they do well, and what they do wrong. So that you could do it differently. Okay, answer those questions. Jot down two ways of why you're unique. And let's keep it moving forward, this is Branding Strategy with Rob Jelinski. 7. Name Your Brand: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. This is one of my favorite parts, which is naming your brand. I love working with our clients at both of my companies, to name their brands. Strategizing it, making a list, jotting down some options, digging through some possible domain names. Those are all the things that this section is going to cover. Things that are essential. Somethings that people don't think about. Let's jump into that, Okay? The big idea here... it's no easy task, but I personally want to destress the workload for you, by starting with the mission. We already spoke to that, a lot. Okay? Again, it's a lifesaver. Generate a few choices, I'll get into that on my next slides, and do your research. You want to make sure that you do your research, because all of us, come up with great brand names and company names, and this and that, But when we go online, the domain name is already taken, the Instagram handle is already taken. On LinkedIn, it's already taken. Sometimes we have to go back to the drawing board. I'm going to lead you through the process in our next slide on the 123. Name your brand, let the mission guide you. Then you want to make a list, 3+ names. You want to make sure that you also search the domain names. Jump on Squarespace, jump on WIX or GoDaddy or whatever other hosting company to search through possible domain names. okay, you want to make sure that you can get a good domain name. A .com is still preferred, In this day and age. I love the dot .co and as long as you are either using a QR code or your audiences young enough to not think that you made a typo and it should be .com, but you just forgot the m, You should be good with that. There are also other ones, that just kind of released, like maybe .photography, or .blog, or .design, right, that came into the market, some that even say .NYC or .LA. They're all good. Again, for the more modern domain names, you want to make sure that your brand is modern, right? You don't want your domain name to be .NYC and your audiences like 55 and over. And then you want to run a name search. More great brands that focused on the mission and maximized on what was available, right, Legal Zoom. It's a name that didn't really mean anything, but they've really coined it, right, The L and the Z. It feels like it's zooming in. It also feels like papers, right sliding out. Hello, Fresh. Again, That could be anything. But they made it their own, and they really invested the marketing money, right, for you to know that HelloFresh, they do prepared meals that you can or prepared recipes and ingredients that you can cook very easily. TalkSpace. I love, love, love the way that they design this, right, where it feels like this. It's for like counseling, and I love that. The box feels like a room, like a safe space, but it also feels like a chat bubble or a speech bubble. Because they also operate in digital spaces. They really made it their own. You want to do the same, right? When you're naming your brand. Take action. What names will quickly translate your mission? I work with a lot of entrepreneurs, small businesses, founders of startups, You really, really need your name to translate quickly so that it builds up a lot of momentum quickly. So if you're in any of those categories, I would really recommend that you have a keyword like 'Talk' or 'Fresh' or, something like that. That clearly communicates what type of product or service you're providing. And then also what name is available and unique? Answer your questions. Jot down two or three possible names, with domain names, and let's keep things moving forward. 8. Dominate The Domain: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Dominate the domain. A great domain name is essential to the brand strategy. Customers need to be able to find you, online quickly and easily. Because of this, a good domain, is very hard to come by, and especially in these days. So when you're making your list and you're jotting down your 3+ names or 2+ names, or something like that, you want to definitely jump in. and again, jump on Squarespace, jump on Wix, jump on GoDaddy, or wherever else you can research your domain name and see what's available. If you have few options, like one or two viable options. For some businesses, you can get away with the .net, others you can't. some you can get away with the .co, others you can't. Make that decision based on your gut, But either way, you want to have at least one or two strong domain names or 'good' domain names, you can list next to your company name. So if you can't find a good domain name, I would just recommend, just cross it out. Bye Felicia. Move on and keep it going, okay? The 1, 2, 3 of dominating the domain is, search possible domains, list the possible domains, (again .com is ideal, but if you're a more modern company, you could get away as the .co even a .blog or .NYC or something like that). Remove the brand name without any good domains. Sorry, it has to be done. Take action. Is a good domain available for your brands? Is there any competition with a similar address? Again, these are like precursors before you talk to an IP Attorney or you do a name search. Or even before you file for an LLC or a Sole Proprietorship or Doing Business As (D/B/A) these are all precursors. You still need to do that, and obviously do your due diligence. But it's no sense going down that road and you can't even get a good domain name (or a, you know, in our slides ahead) if you can't get a good social and things like that. Okay, So jot down those answers. Or if you're doing it analog, again, print out as many copies of this as you need, make notes in the margins, all that fun stuff. This is Branding Strategy with Rob Jelinski. 9. Secure Social: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Okay, we're back Branding Strategy with Rob Jelinski, I hope you're binge-watching this! Securing your social. Just like I spoke about with the domain names, You really want to also secure social, Right? Your social media handles, ideally, having them all be unified is really, really helpful especially when you get into brand marketing. You just want to be able to the @ symbol and then your handle. You don't want to have, like, three different handles. Facebook and Instagram really need to figure things out, because if you secure name on Instagram, you won't be able to secure the same name on Facebook. It will say that it's taken. However, it will allow you to have the same page name. But not the same exact handle (@ name) There's some understanding with that, but from any other platforms, you want to make sure that you try and secure, ideally, the same social media handle. The big idea, dig around social, see what's in use of what's available. Again, if something's already in use, it's a flag to say, hey, maybe look into this. Right? Again, see if it's a business, If they're in the same industry. Are they doing the same thing? If they're in the same industry, doing the same thing, and they have the name, again, I would also cross that off my list. Think about this, fine-tune it. Secure social. It is a big part of business these days. The first two steps. Identify which platforms your brand needs. Okay, just because there's a social media platform or company like Twitter or Snapchat or TikTok, right, It doesn't mean that as a brand, you need to be on it. Right? The more platforms that you're on, the more users are going to look for content on there, Right? And even unique content on there. So you don't wanna just overload it, and just secure everything. But if it's a viable option, like, you know, like "Yeah, I could see us diving into a LinkedIn page" or "I really do feel like eventually we're going to get to a TikTok page or a YouTube page" or things like that, you might as well, just secure it now while you can. Definitely identify what platforms your brand needs to be on, try and secure the same handle on all platforms. A life hack, that really, really streamlines this, is search for handles on Google or in a (web) Browser. Rather than going on Instagram, on your phone. Type in whatever the handle name is to see if it's available. forward slash ____________ or something like that. So this way you can see, all in one setting, and you're just isolating it more to Google or to a Browser. Really, really helpful! Okay. Take action. Which platforms do you need for your business? Write that down. 10. Brand Awareness: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Brand Awareness is so key, obviously to building a brand, building a strong one, building out those experiences, right? Brand Marketing these days is about the experience that you're building out. The emotion that you're evoking, inside of your audience. Brand awareness is, one of the ways that we get there and a common term that you're going to need to know in brand-building. The big idea here is that if it's done correctly, our strategy will organically, build brand awareness, in addition to the paid forms of marketing that you're doing. Obviously, you need to have paid forms of marketing, but you also want your brand to, just naturally build-up traction for you, and position you for success. Again, putting the story at the forefront, naming your brand correctly, even branding your domain and your social media accounts properly and professionally and even creatively, are all great ways to build awareness around your brand. And you want that to be there and you want that to be organic. Love the State Farm commercials [shown] here. It's not a live video, it's just a key point, with Jake from State Farm and Drake from state farm... I really loved this It's a great way for them to build up their brand awareness, right. Now this is obviously a paid form of marketing (right) but there are many other brands that are also doing other things. But the key thing is that they're building up brand awareness. A great free one, since we're talking about organic, is a lot of people and brands/ A lot of brands are creating playlists on Spotify. They're curating music or creating a summer playlist as it moves into summer, or a full playlist. It's really genius marketing that people and brands are using Spotify playlists because now when they listen to that music, the chances of them also remembering this product or this service or this brand name when they hear that song also play on the radio, is very, very high. Okay, So you want to try and build in some organic, brand awareness things, find some positioning, right, that you can do, other people do. Other people will do this, like on their social media feeds. They'll say tag us for a chance to be featured or something like that, or do an unboxing video and then [prompt them] to load it to Amazon or do an unboxing video and share it and tag us. Right? They wanna do that because each time you share it, you're building brand awareness, right. So for your business, you want to think of a few ways that you can build into your brand marketing that are free, that will build awareness that are kind of like an autopilot, where you can just set it up, and then it can take off on its own. You could promote it here and there. But for the most part, it has a life of its own. It has its own energy or momentum. And then you just kind of manage it or you try and keep it going. Take action. Think of one way that your brand can stay top of mind for your audience. If you have more than that, that's great. But at least one way. Start with the ones that are free that will build up organic traction, right? Like, how do you get people to share an unboxing video of your product? How do you get them to tag? To tag your page so that they're shouting out your brand to their following either on stories or on a post, right. How are you getting them to connect famous songs and great music that make them feel great to your brand. 11. Complete Your Strategy: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Welcome back to branding strategy with Rob Jelinski. I can't even tell you how proud I am, that you've gotten to this point in the course it's just amazing and I know that there's going to be such meaningful businesses and brands that develop out of this. I truly, truly, truly would love to hear about each one of them. But I can't tell you how proud I am of you and the work that you've put in and what you did! Complete your strategy. The big idea here is, Great News! You're almost done! Right!? Now, take some time to review your progress, fill in any gaps, or expand with new ideas. What's great about an online course is that it's self-guided- You can go at your own pace, but it's so important to reflect during this process, right? Pause, and take pauses when you need to, gear up when you need to, right, jot down lots of notes. Really refine it. You want to fill in as many gaps as possible before you proceed on to the next course module. 12. Keep Your Strategy Close: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. Keep your strategy close. So now that your strategy is done, there's no gaps in it, you've filled it in; you've completed it, you've perfected it (right) you thought through it, you took as much time as you need it to reflect on it and fine-tune it. Now you want to keep that strategy close, right, It's going to be your best friend. So the big idea here is you want to put your strategy to work. You spent your good time and money to take this course, and now you want to put all of this great information to work. You want to read it often, you want to set up quarterly or bi-annual reminders for brands audits, right, as your brand strategy is going to evolve. Meaning there's going to be things, some things that don't work, that you had planned to work. And other things that maybe you never thought of, that just kind of unfolded. It's going to be loaded within, definitely, the first year of your business. But even as it goes on, there's going to be things that adapt or the business changes, adapt the strategy with it. And even your branding standards, which we won't get into that now. But your brand standards, your brand's book, your identity standards, should also be somewhat fluid, where you are updating those at least once a year. But what's great is that you have that PDF file you could always update; you could always keep it fresh. And then after you do that, you want to load it to the cloud. Share it with anyone and everyone that you need to have it. But we'll get into more of that later. Okay, take action. You have your strategy saved in the Cloud. You should! It's so easy and accessible, Dropbox, Gdrive, OneDrive, whatever you may use, it's accessible for your team. Or if you hire freelancers or as your team grows, you want it to be top of mind. And how can you keep your strategy accessible? So set up those brand audits, right? Where you're auditing your strategy, either quarterly, bi-annually, annually. You want to reflect back on it and make sure that everything's current at those markers. Answer these questions. Refine your strategy. Even more. Place it to where it needs to go and then let's keep going. 13. Get Everyone On The Same Page: My name is Rob Jelinski and I can't wait to talk to you about branding strategy. This is the last course module! Getting everyone on the same page. It's so essential for any team to work in a unified fashion; to all be on the same page. The big idea here is that a great strategy is useless unless everyone follows it. Make sure your strategy is clear, organized, it's polished, and then share it with everyone handling your brands. Even including YOU. Meaning that, if you spend all this time on developing your brand strategy, you also want to follow it. Okay? Think about if there's any trusted colleagues or coworkers [you want to share with]. At this stage, it's a good point, once you've taken some time to refine the brand strategy and you feel like it's good, to now share it with someone else. It's already in the Cloud. Share it with one or two trusted colleagues, one or two trusted coworkers, ask for their input, before you introduce it to anyone else on the team. Email it over or ask them if you can have a quick meaning, just to run through it. Gather any of their thoughts, whatever it may be, then polish it, load it back to the drive, re-write it on the Cloud and then share it with everyone on your team. It's going to be amazing! Take action. ...At this point, think about who else needs to review the strategy. Who else do you need to get input on the strategy? Answer your questions. Put the finishing touches on. your. branding strategy. I can't believe it. You're all done! with Branding Strategy with Rob Jelinski. You've completed all the course modules. I really hope, that you enjoy this journey. I hope that you've found it to be exciting, energetic, and I would love, love, love to hear about your experience. If you want to drop me a line, [email protected], that would be awesome. You can book a consultation through our website. I'd love, love, love to speak with you and to help you and guide you through this process on a more personal, one-on-one, individually tailored level. Okay. Either way, I'm so excited. If you would be so kind to share any part of the process. I would love to find a way or try and find a way to reshare it out. Please tag @Rob Jelinski on Twitter or Instagram. I'd love to see that you've gone through this course, that you're taking it, hear your feedback, see what you're working on, and all that fun stuff. As you can tell, I'm so excited for you and I know that there's going to be wonderful, wonderful businesses and dreams, fulfillment of dreams, that come out of this time and out of this course. I can't wait to see it all.