Author
Released
8/26/2016Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity
Skill Level Advanced
Duration
Views
- We interact with brands every day. They shape our lifestyles, purchasing decisions, and even our emotions. So it's really no surprise that branding is one of the most important aspects of marketing. The brand is how we influence the buyer. It's how we stand out. It's how we shape the industry, craft loyalty, and even shift perceptions. But with branding being arguably the powerful component in marketing, we often put its creation and management much lower on the priority list. We're quick to put our focus on advertising and slow to decide if our brand is really the reason for our lack of traction or growth.
Hi, I'm Brad Batesole, and in this course, we're going to peel back the layers of branding and go in-depth on what branding really is, how it works, and how you can build and maintain a competitive brand. Whether you're managing the existing brand, looking to update an outdated one, or crafting a new business from scratch, this course features the strategies necessary to be effective in your branding goals. Let's get started.
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Introduction
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Welcome1m 1s
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What this course covers1m 55s
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Exercise files25s
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1. Components of Branding
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What we mean by branding1m 40s
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What makes up a brand?3m 29s
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2. Brand Research
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Create a brand strategy1m 58s
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Frame of reference3m 19s
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3. Brand Development
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Brand positioning2m 8s
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Create a vision statement2m 12s
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Brand personality3m 4s
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4. Brand Experience
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Evaluate brand visuals3m 12s
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Select brand colors3m 20s
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Evaluate the brand language1m 45s
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5. Brand Touchpoints
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The influence of touchpoints3m 40s
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6. Brand Management
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Internal brand culture2m 44s
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Brand responsibility1m 14s
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Brand responsibility2m 2s
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7. Brand Loyalty
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Net Promoter Score3m 39s
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Brand promoters2m 22s
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8. Brand Validation
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Conclusion
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Next Steps1m 13s
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Video: Welcome