Defining your distinctive brand strategy

What you'll learn

Defining your distinctive brand strategy

Frame Your Brand Strategy: Starting with Customer and Market Research

Develop Yoru Brand Promise. Building a Unique Position

Define Your Brand Character. Articulating Brand Value

Activate Your Brand Strategy. Connecting with Customer.

Requirements

No

Description

- Malcolm Gladwell once said that the word brand is like the word Africa; it can mean so many different things, all of them important and vastly different from one another. If you say Africa but you're envisioning inner-city Johannesburg while your listener is envisioning Morocco, then it ends up being a not so productive conversation. Brand is the same way. When I say brand, some people think of a logo, others advertising, others brand names or social media. All of these are components of brand, but brand strategy helps you use all of those components in a focused, thoughtful way, so that you're defining your business, not letting it be defined by the market. So, how do you differentiate your brand? You deliberately create a brand strategy. And that's what this course is all about. I'm Lindsay Pedersen, and I'm founder of Ironclad Brand Strategy. I grew up in consumer packaged goods, and I now work with leaders to craft their ownable, distinctive brand strategy, to guide and enable the growth of their business. As a marketer, there are so many different things you could be focusing on. With a deliberate brand strategy, you can assure that you're focusing your time and your energy and your money on the things that are the most closely aligned with your North Star, your brand strategy.

Overview

Section 1: Frame Your Brand Strategy : Starting with Customer and Market Research

Lecture 1 Defining your distinctive brand strategy

Lecture 2 1 .1 How to build your strategy A customer researc

Lecture 3 1.2 Forming a strategy through strong customer int

Lecture 4 1.3 Leveraging customer research to develop a cust

Section 2: Develop Yoru Brand Promise. Building a Unique Position

Lecture 5 2.1 Discovering your unique brand value to build a

Lecture 6 2.2 Creating a customer benefit ladder Deliver con

Lecture 7 2.3 Bringing it together Write your brand position

Section 3: Define Your Brand Character. Articulating Brand Value

Lecture 8 3.1 Identifying your brand character Select an arc

Lecture 9 3.2 Describing your brand character Hone brand per

Lecture 10 3.3 Fleshing out your brand Define brand edges

Section 4: 4. Bölüm Activate Your Brand Strategy. Connecting with Customer.

Lecture 11 4.1 Tailoring the customer journey Nurture down th

Lecture 12 4.2 Planning creative Write creative briefs to exe

Lecture 13 4.3 Evaluating creative A framework to assess your

Section 5: Refine Your Brand Strategy influencing the Customer Experience

Lecture 14 5.1 Using the four Ps framework to refine your bra

Lecture 15 5.2 Using the start, stop, and continue framework

Lecture 16 5.3 It's time to create your brand strategy

For all businesses