Brand Strategy
Learn to develop strategic positioning, conduct audience research, and craft compelling brand narratives that resonate with your target market.
Overview
This course provides a comprehensive foundation in brand strategy, from initial research and positioning to developing cohesive brand systems. Students will learn how to identify target audiences, articulate unique value propositions, and create strategic frameworks that guide all brand touchpoints.
Learning Objectives
- Conduct effective brand and audience research
- Develop strategic positioning and differentiation frameworks
- Craft compelling brand stories and messaging
- Build brand architecture systems
- Create strategic guidelines for implementation
Structure
Weeks 1-3: Research & Discovery
Foundation in brand research methodologies, competitive analysis, and audience profiling.
- Brand audit frameworks
- Market and competitor analysis
- Audience research and personas
- Stakeholder interviews
Related reading: Check the writing section for articles on research methods
Weeks 4-6: Strategic Positioning
Developing unique positioning, value propositions, and strategic frameworks.
- Positioning statements and frameworks
- Value proposition development
- Brand differentiation strategies
- Strategic pillars and attributes
Weeks 7-9: Brand Narrative
Crafting compelling stories, messaging hierarchies, and voice guidelines.
- Brand story frameworks
- Messaging architecture
- Voice and tone development
- Key message development
Weeks 10-12: Implementation & Systems
Building brand architecture, guidelines, and strategic implementation plans.
- Brand architecture models
- Strategic guidelines creation
- Touchpoint mapping
- Implementation roadmaps
Assignments
01 — Brand Audit
Comprehensive analysis of an existing brand, including competitive landscape, audience research, and strategic assessment.
Due: Week 3
02 — Strategic Framework
Develop complete positioning framework including value proposition, differentiation strategy, and brand pillars.
Due: Week 6
03 — Brand Narrative
Create comprehensive brand story, messaging architecture, and voice guidelines.
Due: Week 9
Final Project — Strategy Deck
Complete brand strategy presentation including all research, frameworks, narrative development, and implementation guidelines.
Due: Week 12
Resources
Required Materials
- Access to design and research tools (provided)
- Notebook for sketching and ideation
- Case study examples (linked throughout course)
Site Resources
- Design Portfolio — Examples of strategic brand work
- Writing — Articles on brand strategy and design thinking
- About — Background and approach
Additional Reading
- Marty Neumeier — The Brand Gap
- Debbie Millman — Brand Thinking and Other Noble Pursuits
- Simon Sinek — Start With Why
Get Started
Interested in this course? Let's discuss how it can be customized for your team or organization.