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LinkedIn Learning

Brand Strategy for Designers

via LinkedIn Learning


Learn how to design an effective brand strategy and develop a compelling brand identity from the ground up.

Designers: If you've ever wanted to be involved with the long-term strategy for a brand, not just the design, this is the course for you. Learn how to partner with stakeholders and company leaders to define the core elements of a solid brand: its purpose, audience, and position in the marketplace. Instructor Stefan Mumaw—a design consultant to such prestigious brands as Johnson & Johnson, Coca-Cola, and Sony—explains how to turn those ingredients into a cohesive strategy. He also shows how to leverage the strategy to build out individual design elements, such as the company logo. Whether you're building a business from scratch or evolving an existing identity, these tips will help you create a compelling brand—one that moves customers to action and inspires lasting connection.


  • “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
  • Naming
  • Logo design
  • Tone of voice
  • Brand style guide
  • Next steps

Taught by

Stefan Mumaw

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