Introduction
“Strategy” is just a fancy word
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Who this course is for
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1. Foundations of Brand Strategy
What is a brand strategy?
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What isn't a brand strategy?
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Why is a brand strategy necessary?
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2. Steps in Creating a Brand Strategy
Business and brand strategy
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Define what your brand does
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Define who your target audience is
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Define your market and competition
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Define the values that will guide you
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3. From Brand Strategy to Brand Design
Brand design isn’t just art
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Naming
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Logo design
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Tone of voice
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Brand style guide
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