Are brands born fully formed? Or are they methodically created and refined?
Gerry Randolph helps growth companies answer that question every day with cohesive, values-driven brand strategies. Now, he's sharing his playbook with you.
Craft your own distinct brand strategy from scratch and apply the principles at work behind brands like Spotify, ASOS, and Oakley in this live branding boot camp.
Learn how to brand your product so it reaches the right audience and sells well. Start building your brand book and explore paths for campaign development.
Refine your brand strategy over a course-long project. You'll learn how to communicate across functions and accurately track brand performance as you grow.
Find your differentiator. Learn how to create the perception you want with intentional messaging, visuals, and campaigns.
Get hands-on training in techniques used by the world's most relevant brands. You'll build hard skills to define, plan, and measure impactful brand campaigns.
Put best practices into action as you workshop your own brand identity and campaign. You'll see how branding concepts work in the real world through examples, case studies, and a course-long project that brings it all home to your corporate or personal brand.
Instead of pre-recorded videos, you'll engage with Spotify's Global Marketing Lead in live lessons and workshops. Chat with Gerry and your peers in office hours, and get direct input from an industry leader on all your assignments.
Distill your brand personality. Create a brand book and messaging guidelines to define the brand approach that will advance your business goals.
Bring clarity to your communication strategy. Gerry will teach you how to design, plan, and execute strategy across multiple touchpoints and stages.
Identify the roadblocks and plan for success. You'll learn how high-performance and turnaround companies use branding as a differentiator to drive business results.
"Brand" is one of the most thrown-around words in business. This class lays out what a "brand" and "branding" really is, considering both mainstream and emerging brands as case studies to flesh out the concept of brand.
Assignment #01 Choose a brand or company that you will focus on throughout the course. (It can be your own brand or any established company). How would you describe this brand? Write a short description of how you understand the brand, using the concepts covered in class.
In this class, you will learn how to build a brand’s identity from the ground up. Gerry will walk through the ingredients that go into a brand and how to bring business and creative considerations together to form one identity.
Assignment #02: Describe the essence of your chosen company’s brand. What is the brand’s essence, core identity and extended identity?
Many business roles will be speaking for your brand via content, advertising, and customer touchpoints. Gerry will show you how to ensure your audience has a consistent experience of the brand by correctly presenting a unified brand vision within your company.
Assignment #03: Define your chosen brand’s target audience (limit to one profile), positioning statement, and tone of voice.
Today's class is devoted to that all-important calling card of every successful brand: the logo. You will dissect the logos of 5 well-known brands and workshop how to shape brand perception using color, font, and naming.
Assignment #04: Build your brand’s moodboard for an upcoming photoshoot. Find at least 3 key images to serve as inspiration for the shoot. What is the shoot for? Why did you choose these 3 key images for your brand and for this shoot?
Every brand faces challenges as it grows. In this class, you will look at several real-world brands to learn about the potential roadblocks that can stunt a brand’s growth (and how to avoid them).
Assignment #05: Identify 2-3 barriers that may impede your brand’s success. Explain why these barriers may come up for your brand and how you will prepare to overcome them.
Building trust with your customer is crucial for the longevity of your brand. Today, you will explore how brands can build trust with their customers across three key moments: pre-purchase, purchase, and post-purchase.
Assignment #06: Think about the 3 moments of engagement (pre-purchase, purchase and post-purchase) with your brand’s customer. How will your brand engage your consumer in each of these moments? What is going to be crucial for you to build trust?
There are 3 main communicating channels brands use to reach their intended audiences. Gerry will walk you through the opportunities of each of these and how to incorporate them into your brand strategy.
Assignment #07: Think about your brand’s communications plan and, specifically, it’s social media channels. What social media channels would you leverage and why? Next, identify 2-3 influencers that you would contact to work for your brand.
This class digs into the differences between brand marketing and performance marketing. You will look at how your brand's objectives, strategies, and tactics can change depending on the channels.
Assignment #08: In thinking about your marketing budget, what percentage of your marketing budget would go to brand marketing and what percentage would go to performance marketing? Explain your reasoning?
In this class, you'll get up close and personal with the business metrics used to measure brand success. You'll learn how marketing campaigns are evaluated, how to set your brand objectives and KPIs, and why these will differ across channels.
Assignment #09: In thinking about your brand, what would you do to raise awareness, drive consideration, and increase engagement? Give a specific tactic for each of the three objectives.
This class takes you into a real Spotify campaign to understand the roles and responsibilities of the marketing team when launching a message or product.
Assignment #10: Pick one of our common objectives (awareness, consideration, engagement), and write a brief to the rest of your marketing team.
Branding and marketing is a constantly evolving game. After a wrap-up of what you've learned so far, Gerry will point to some of the latest trends that are affecting brands and marketers.
Assignment #11: Drawing on the assignments you've done throughout the course, build a brand presentation you might present to a client or decision-maker in your company. Be sure to include both the creative and business aspects of your brand and to prepare a self-introduction, based on your personal brand.
In this class, you will look at how you can use the principles learned in this course to build your own personal brand as you move out and up in your career.