In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action
Skill Level Intermediate
- 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 package goods and I now work with leaders to craft their ownable, distinctive brand strategy to guide and enable the growth of their business. In this course I want to help you use your brand as a catalyst for growing a meaningful business.
As a marketer there are so many different things you could be focusing on. With a deliberate brand strategy, you can ensure 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.