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LinkedIn Learning

Advanced Branding

via LinkedIn Learning


Branding shouldn't be an afterthought. Learn how to build and maintain a more competitive company identity with these advanced branding strategies.

How deeply have you thought about your brand? Is it intentional, or just an afterthought? What does each component—your logo, your website, your service, and even your culture—say to customers? Advanced branding means thinking about what distinguishes your company from the rest, and incorporating it into every single touchpoint of the business: design, messaging, marketing and PR, and company vision. Learn what branding really is, how it works, and how you can build and maintain a more competitive brand, in this course with marketing expert Brad Batesole.

Explore 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.


  • Welcome
  • What this course covers
  • Exercise files
1. Components of Branding
  • What we mean by branding
  • What is the purpose of a brand?
  • What makes up a brand?
  • What is the brand system?
2. Brand Research
  • Create a brand strategy
  • Frame of reference
  • Conduct an internal brand audit
3. Brand Development
  • Brand positioning
  • Define a unique selling proposition
  • Create a vision statement
  • Brand personality
4. Brand Experience
  • Evaluate brand visuals
  • Select brand colors
  • Evaluate the brand language
5. Brand Touchpoints
  • The influence of touchpoints
  • Branding through storytelling
  • Exploring the customer journey
6. Brand Management
  • Internal brand culture
  • Brand responsibility
  • Brand responsibility
7. Brand Loyalty
  • Net Promoter Score
  • Brand promoters
  • Brand detractors
8. Brand Validation
  • What is brand equity?
  • How to measure brand equity
  • Next Steps

Taught by

Brad Batesole

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