Brand Strategy for Designers

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.

Introduction

• “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

Conclusion

• Next steps