Join Drew Boyd for an in-depth discussion in this video What you should know before watching this course, part of Branding Foundations.
- Before you start, you should know that this is a fundamentals course on branding, including an end-to-end process and a set of tools to create a brand. To help you practice these tools, I'll use a case study. We'll focus on wrist watches, specifically one designed for families. You'll learn how to create a new brand in this category. The steps that you'll perform here will be the same you would use in any category. This course is not about graphic design, such as logos and packaging.
Nor is it about advertising and other marketing communications tools, which can be a part of the branding process. Branding strategy is closely linked to marketing strategy, so it's essential you have a good understanding of marketing principles, especially segmentation, targeting, and positioning before doing this course. If you need to get up to speed on these aspects of marketing, I encourage you to check out the Marketing Fundamentals course here at Lynda.com.
Now as tempting as it may be, developing a new brand isn't always the right thing to do in certain business situations. I'll give you some guidelines on when you should and should not consider branding. If you're learning about branding as part of your job within a company, it's really important that you understand your company's policies on branding. This includes identity standards and the use of trademarks and logos. Be sure you're familiar with these policies before you apply any of the concepts in this course.
- Identifying your core values and drivers
- Linking your business model to the brand
- Identifying customers
- Developing your brand promise
- Expressing brand identity
- Creating a brand book
- Expressing brand in social channels, through advertising, and in packaging
- Measuring brand performance