Strategic Branding Identity and Brand Experience Short Course

Behind every successful brand, there is usually a well-defined, coherent strategy. In all reputable branding agencies, before a brand identity is created, and before any work begins on designing the brand expressions and envisioning the brand experience, strategic thinking analyses and defines all aspects of the brand: its proposition (what), its purpose (why), its brand positioning (where and how), and its brand personality and values (who). It is this intellectual foundation that governs the creation of an effective and relevant brand.

Topics covered:

• The course will combine a series of short lectures, mini-workshops, hands-on demonstrations and exercises to highlight key aspects, alongside the running of one creative brief taken through all design stages. All taking place in a supportive environment with tutor/peer feedback and critiques.
• The fundamentals of branding strategy & design
• Brand positioning, brand purpose, brand personality, brand essence.
• The process of brand identity creation: from initial ideas to cross-media final applications
• Brand naming, brand language, tone of voice
• Brand identity: logo design, basic brand identity elements, (typography, colour, form).
• Adaptive and dynamic brand identity systems
• Brand expression: brand touch-points, media (digital, print, physical), basic principles behind UI/UX
• Basic principles behind digital / social media branding
• Brand story-telling and messages, verbal branding
• Brand experience: customer journey, branded environments
• Audience engagement: social media, marketing and advertising campaigns
• Brand management: brand guidelines, brand management (introductory)