It is important to create a brand strategy. Your brand strategy defines who you are, where you’re headed, how you’re getting there, and why. This is an extension of your business strategy and it’s used to influence your marketing strategy. In this movie we will explore how to create a brand strategy.
- Your brand strategy defines who you are,…where you're heading, how you're getting there and why.…This is an extension of your business strategy…and it's used to influence your marketing strategy.…This entire course is committed…to helping you build and maintain your brand strategy.…However, there isn't one template for this.…You can document your strategy however you see fit.…It may be a visual presentation,…a multi-page write up, or a set by set playbook.…The strategy serves two purposes.…
The first is to encourage you to work…through all the aspects of branding…so you can get to the core of who you are.…Secondly, the strategy serves as a guide.…It's a way to determine how you'll approach…your marketing efforts and it defines your expectations.…I'm going to leave you with a handful of questions…that I encourage you to answer…as part of your brand strategy.…And you might not have all the answers just yet.…Look for ways to answer these questions…as you get further and further through this course.…The start of your strategy is to define…
Author
Brad Batesole
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.
- Explain the definition of a brand.
- Describe the purpose of a brand.
- Identify the purpose of a brand strategy.
- Summarize the steps for creating a vision statement.
- Determine the purpose of a touchpoint.
- Distinguish between two types of brand detractors.
- Recall the elements necessary for achieving high brand equity.
Skill Level Advanced
Duration
Views
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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: Create a brand strategy