- Now we're at the point where you have your brand strategy,…and you have tailored what you want to say…at each point in the customer journey.…At this point, you're probably developing actual message,…and copy, and creative to bring your brand to life.…For example, maybe you want to drive awareness…with your homepage,…and you've hired a designer or copywriter…to develop creative, and, or copy.…Once you make that decision,…it's really powerful to get into the discipline…of getting your thoughts down…into a one page creative brief.…
The Creative Brief shows exactly what is needed,…and lays out the goals for the piece of creative…that you're developing.…That way, when you're valuating what's been developed,…instead of making a subjective call…on whether you like what they created,…you can instead be evaluating it against the brief.…This makes it a less subjective exercise…and a more objective one.…The goal of the copy being developed…is not just to please you in a really general vague way.…But rather, the goal is to nail this creative brief…
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