Class Overview:

Would you like to explore brand strategy as a designer?

Do you want to create more strategic and meaningful brands for clients, and potentially help them to make better decisions when it comes to their brand communications?

A brand is not only a logo. According to Seth Godin, “[a] brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.”

In this class I will guide you to build a strong brand identity that focuses on multiple brand elements that differentiates a brand in the market. I will also offer tips on how I work with brands when it comes to implementing brand strategy elements.

What You Will Learn:

In exploring brand elements from the point of view of a brand strategist, we will look at Carla Enslin’s Brand Identity System:

Brand Vision
Brand Purpose
Brand Values
Personality and Brand Persona
Brand Positioning
Visual and Verbal Identity
Mantra and Tagline

You will learn what the significance is of each element and have access to examples and tools that illustrate each element. There will also be an actionable class project for you to practice.

Benefits of This Class:

It will enable you to practice brand strategy.
You will be able to create better brand experiences and content for clients.
You will be able to work with your clients on a deeper level and help them to make better decisions related to their brand communication.

Who Is This Class For?

Brand designers who would like to include brand strategy as a service to clients.
Marketers who would like to go back to basics to serve clients better.
Entrepreneurs who would like to empower themselves and enhance their own brands.

Note: this class is beginner-friendly, as it is a foundational class.

Resources:

Brand Identity System Worksheet (to be used for the Class Project)

Connect With Teacher Liz:

Let’s get started!

Yanis Georgiev

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