How to create brands that people love
This course is packed with real life examples and tools that I have used with leading brands such as Red Bull, Nike, Samsung, HSBC, MetLife, AXA and other smaller businesses. I will share the same methodology and templates that clients paid thousands of dollars for. Even if you have zero branding experience, this course will take you from beginner to mastery. Here’s why:
The course is a taught by former strategy manager at Prophet, an award-winning branding consultancy with offices around the world (e.g., New York, Chicago, San Francisco, London, Berlin, Hong Kong, Shanghai).
The course has been updated to be 2019 ready and you’ll be learning the latest branding concepts, tools and methodologies that are used by leading corporate brands such as Marriott, Uber, MetLife.
This course is focused on helping you to be smart – develop a brand strategy that you can use for other creative work such as brand identity (design work) and marketing executions.
The curriculum was derived from 10 years of business consulting experience with high stake business impact and pressure to deliver.
You’ll save yourself over at least $200,000 by enrolling, but still get access to the same exercise materials and learn from the same brand strategist that clients paid a million US dollar for (yes, that’s the most expensive project that I have sold at Prophet…)
The course is constantly updated with new content, with new projects and modules determined by students – that’s you!
We’ll take you step-by-step through engaging video tutorials and teach you everything you need to know to succeed as a brand leader who can take your business or the one you work for to the next level.
Stage 1 | Day 1 to Day 5 | Get inspired - have a quick start to branding
Thank you for taking this course.
My name is SJ Tsai and I'm a business consultant.
Over the past few years, people ask me. How do I create a strong startup brand? How do I
You will go through a journey of 5 stages. You will overcome a brand challenge of 30 days.
By the end of it, you will have created a brand book (NOT a visual identity) that will normally cost you a few hundred thousand dollars.
In the brand book, you will have
Learned how businesses use 4 branding pillars to turn small businesses into mega brands (4 case studies)
A clear picture of your target audience - what they love, what they hate, how they think, where to find them
A clear position of your brand - where are opportunities, where to play, how to differentiate your brand?
A clear vision of your brand - what it stands for, why it exists, what it will bring to people
3-4 brand attributes that will serve as the foundation to differentiate your brand
A proven framework to generate a list of 10-20 experience ideas to bring your brand to life
This is the first lecture in stage 1. We go through a quick intro on what branding is.
This is a template for you to document your ambition for a brand you are building or improving.
Stage 2 | Day 6-10 | Find the right audience
This is a slightly longer video where I take you through the process of how a professional brand consultancy create a target audience. In stead of just throwing theories and concepts to you, I have also included real life examples. You might want to go back to this video as you craft your own target audience.
This is a 5-step worksheet. There are many benefits of completing this worksheet.
1) if you are a solo, then you will have a document that reminds you who you are designing your offer to
2) if you have partners, then you can have something more concrete and fun to align your ideas of target audience with your partner
3) if you work for a brand that doesn't have a clear idea of the target audience, then this is your chance to lead. People will notice that you are taking ownership to change the brand for the better.
I understand how this can be intimidating for some. So, please know that:
1) there is no right or wrong answer
2) this is meant to be a starting point; so don't get bog down by it. Just ship it by the end of the day 10
3) the idea to have the a living document in place (if the brand example you see in the video will constantly update their own TA)
This is an advantage challenge for those who have completed the persona challenge. In this lecture, you will find 2 real life examples of how a new business use master tension to create a new business category and how an individual become a phenomena by breaking the master tension.
Stage 3 | Day 11 - Day 15 | Don't be the best; be different
Most businesses focus on sales and marketing starting out. This is understandable because without sales there will be no business to be branded. However, most business fail to brand their business and experience. They continue to rely on marketing tactics, creative tactics without having a clear strategy on where to play their strength.
1. Creative but not strategic
This is the challenge clients have with creative agencies. They pitch creative solutions. They talk about creative ways to get the words out. They talk about how to be different. However, there is no thinking on why we are different in the way we are. This may still work, if they are conscious of what messaging works to which customer segment. This may still work if they start to create offer, messaging, and creatives around a particular customer - and come up with a clear view of target audience.
2. Strategic but not creative
There is a common complain about strategy consulting firms. They pitch strategy work. They talk about where the money is, which category within a market is growing. However, the result of their work tends to be hard to implement. We have had a Fortune Top 50 client coming in because they are not happy with the strategy consultant's recommendation, which is to go after rich people. So, we helped client get deeper insights into their needs, wants, and fears.
3. Strategic and creative
This is the place to be. We know who we want to serve, what they need, and the challenges our targets have. We have a strategy in terms of where we want to play and how we can be different. We use creatives such as visual identity, content marketing, and experience ideas to make visualize the differences to our target audience.
I want to give you a simple tool that helps you be smart about competition.
I want you to draw one circle that represents what consumers want.
Now draw another that represents what your brand does best.
Finally, draw the third circle that represents what your competitor does best.
The winning strategy is simple: use your advantages to create difference that matters to your target audience.
The losing strategy is: trying to copy the way your competitor meets the consumer needs.
The no go zone - fighting a battle with your competitor that doesn't matter to your target audience.
The common zone is at the center. Most of brands are in this position, where the default mode is to win with feature, benefits, and experience.
In terms of execution, in small messaging battle and big marketing campaigns, there are two things you need to do. First, you need to talk about your strengths, and make it matter to consumers. For example, president Donald Trump dial up his strength as a straight shooter, and make all the competitors, republicans or democrats seem dishonest, giving powerful labels like as lying Ted and crooked Hillary. https://en.wikipedia.org/wiki/List_of_nicknames_used_by_Donald_Trump
Secondly, you need to downplay your competitors strength and make them irrelevant to people. In fact, you want to make their biggest strength into their weakness. This is called "framing". For example, in the same election, president Donald Trump has made long years of experience in politics a bad thing and no experience a good thing. He is an outsider to make changes in politics. His opponents are insiders who want to keep more of the same. They have been in politics for too long. They are liars, corrupted, and incompetent. And, he aligns his messaging around that. Telling us vs. them stories about Mexican sending bad people in and the US making horrible deals with Iran, and losing to China.
Make sure you are able to answer these two questions to give yourself and others the confidence behind a positioning choice.
Stage 4 | Day 16 - Day 20 | Give your brand a soul
In this lecture, you will find the most common ways businesses inject a soul into their brand.
In case you missed the the stage challenge in the resource of the previous lecture, here it is! Enjoy the challenge.
Stage 5 | Day 21 - Day 25 | Make your brand different
This is a tutorial to walk you through the 2nd challenge. I will show you how to use the template professionals use.
The benefits are you will have a strategic focus on the 3-4 building blocks that matter the most to your target audience.