Developing A Strategic Brand Blueprint

What is this ‘Microlearning Course’ about?

This course will equip participants with knowledge and skills on branding strategy to help an organization or company to develop a better brand experience from a strategy point of view.

Who is this course designed for?

Designers and brand owners who are interested to learn how to develop a brand blueprint for designing a brand identity.

What will you take away?

At the end of this course, you will be able to:

1. Describe the function of brand positioning.

2. Draft brand positioning statements for practice and future application.

3. Apply the theories used in describing brand personalities.

4. Apply the usage of brand narrative for brand messaging.

5. Identify the various categories on profiling a target audience.

6. Propose a persona of the target audience for a brand.

Instructor’s Profile

Patricia Tan is a lecturer from the School of Design at Temasek Polytechnic. She has worked as a designer for more than 15 years before embarking on her academic career. She specialises in teaching Branding subjects offered to students.

Session:

1. Before We Begin
2. Using a Brand Ladder for Brand Positioning
3. Brand Positioning Statement – Part 1/2
4. Brand Positioning Statement – Part 2/2
5. Unpacking the Brand Positioning Statement
6. Importance of Measurement Uncertainty
7. Building a Brand Personality
8. Brand Personalities We Know
9. Brand Narrative or Brand Story
10. Estimation Process in GUM Approach
11. Developing a Brand Blueprint – Case Study
12. Creating a Persona
13. Final Word