Creative Branding: Building and Sustaining Your Brand Identity

This course is designed to provide students with a comprehensive understanding of the importance of branding and how to create and sustain a brand identity in a competitive market. Students will learn how to develop a brand strategy, design and implement brand elements, and evaluate and measure the success of a brand. The course will cover topics such as brand positioning, brand architecture, brand personality, brand equity, and brand loyalty. Students will also explore the role of storytelling and emotions in branding, as well as how to create a consistent and memorable brand experience across different channels.

Course Outline:

Week 1: Introduction to Branding

• Definition and importance of branding
• The role of branding in business strategy
• Brand equity and brand value

Week 2: Brand Strategy

• Target audience and customer analysis
• Brand positioning and differentiation
• Brand architecture and brand portfolio management

Week 3: Brand Elements

• Brand name development and legal considerations
• Logo design and visual identity
• Brand colors, typography, and imagery

Week 4: Brand Personality and Voice

• Developing a brand personality
• Creating a brand voice and tone
• Brand storytelling and emotional branding

Week 5: Brand Experience

• Creating a consistent brand experience across touchpoints
• Branding in the digital age
• Measuring brand success and ROI

Week 6: Brand Extension and Evolution

• Brand extension strategies
• Rebranding and brand evolution
• Brand crisis management

Final Project:

Students will create a comprehensive branding strategy and implementation plan for a real or fictional brand. The project will include a brand audit, market research, brand positioning and differentiation, brand elements, and a brand experience plan. Students will present their final project in class and receive feedback from their peers and the instructor.

Registration for Summer 2023 closes April 1st 2023

Course includes:
Branding Template
Storyboard Template
Brand Voice Worksheet
Brand Budget & ROI Worksheet