- “Strategy” is just a fancy word
- Who this course is for
1. Foundations of Brand Strategy
- What is a brand strategy?
- What isn't a brand strategy?
- Why is a brand strategy necessary?
2. Steps in Creating a Brand Strategy
- Business and brand strategy
- Define what your brand does
- Define who your target audience is
- Define your market and competition
- Define the values that will guide you
3. From Brand Strategy to Brand Design
- Brand design isn’t just art
- Logo design
- Tone of voice
- Brand style guide