Creative Writing: Branded Content and Brand Identity
This course is designed to equip students with the skills and knowledge needed to write effective branded content that supports and communicates a brand's identity and values. The course will cover topics such as brand storytelling, tone of voice, messaging, and content strategy. Students will learn how to develop compelling content that engages audiences and communicates a brand's personality and values. The course will also explore different formats for branded content, such as social media, blog posts, video scripts, and website copy.
Course Outline:
Week 1: Introduction to Branded Content Writing
- Definition and importance of branded content
- The role of branded content in brand identity and marketing
- Types of branded content
Week 2: Understanding Brand Identity
- Brand identity and its components
- Identifying the target audience and brand personas
- Developing brand voice and tone
Week 3: Brand Storytelling
- The importance of storytelling in branding
- Elements of a good brand story
- How to craft a brand story
Week 4: Messaging and Content Strategy
- Developing a messaging strategy
- Creating a content strategy
- Planning and organizing branded content
Week 5: Writing for Different Formats
- Writing for social media
- Blog post writing
- Writing for video scripts and website copy
Week 6: Evaluating and Measuring Branded Content
- Evaluating branded content
- Measuring the success of branded content
- Continuously improving branded content
Final Project:
Students will develop a comprehensive branded content strategy for a real or fictional brand. The project will include a brand audit, target audience analysis, brand identity development, messaging strategy, and content plan for multiple formats. 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:
Blog Template
Storyboard Template
Brand Voice Worksheet
Content Success & ROI Worksheet