Learn how to build an engaging brand
that satisfies both business needs and user experience
The art of branding consists of knowing how to fit in a sector while standing out from competitors at the same time. Designer and creative director John Williamson believes there are seven steps to building a successful brand. He developed a methodology called the Brand User Experience, and in this course, he guides you through each step to build a strong branding strategy from scratch.Discover his practical, user-focused theory and put it into practice. Learn how to create an illustrated brand strategy using the seven steps of the Brand User Experience guide to take your brand to the next level.
Begin by getting to know John. Hear about his professional experience of over twenty years, and see his most representative work. Explore the people, cultures, and attitudes that have influenced his passion for creativity and professional development.
John explains what branding is and what branding isn’t, then delves into why a new way of branding is needed. Discover what a brand route map is and start defining your brand by answering the essential questions. Then, get started on your first practical exercise with John’s case study.
Begin working on each of the seven steps in the brand user experience. See how to make your brand unique with the brand pyramid method and define your brand’s stakeholders. Discover how benchmarking and positioning complement each other, and then analyze how your brand interacts with its stakeholders. Understand what a brand ecosystem is and create one for your brand. Learn about buyer personas, delve into their customer journey, and explore your brand’s touchpoints.
Learn how to develop your brand route map in order to take your strategy to the next level. See how to implement it by setting key objectives and KPIs, and finish up with John’s final advice on change management.
What is this course's project?
Develop a brand strategy and an illustrated brand route map for a product or service.Who is it for?
This course for anyone who wants to build an engaging brand, designers, or those who work in marketing, communications, PR, or branding.What you need
No prior knowledge of branding strategy is required to take this course.As for materials, all you need is a computer with the image-editing software of your choice.
