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Brand Design Mastery
Syllabus
Course Checklist
Brand Design Project Checklist
Projects & Certification
Mod 1 - Intro & Welcome
Mod 2 - Closing a project
Mod 3 - Brand Strategy
Mod 4 - Creative Direction
Mod 5 - Logo Design
Mod 6 - Identity Design
Mod 7 - Brand Delivery
Mod 8 - Closing Remarks
Misc.
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Understanding and Developing Brand Strategy

Problem

The way that your clients are communicating with the world doesn’t always make it clear why their potential clients should be working with them.
This is why we will be working on this brand strategy phase - we want to articulate these ideas through the design and messaging.

Consequences of not kicking off your work with strategy:

Your work will be tactical
You’ll just be trying to please personal tastes
⁠

Every business has a mission and goals, and their business strategy will determine:

What products are they going to deliver
Who are their customers
How do they sell
Who to hire
...

Brand Strategy is the compass for how we use design & marketing to achieve our business goals.

Being a Brand Strategist is a job of its own, our goal here is to give you the essentials you need to:
Do good brand identity design
Allow you to deliver extra value around messaging & positioning (bonus)

Core Strategic Components

These 4 deliverables are the compass to which you can refer back and see if your work or creative direction decisions are aligning with them:
Definition of the Business Purpose: Vision & Mission
Definition of the customer persona(s)
Definition of the market position
Definition of the Big Idea

Brand Values and Brand Personality

We won’t be covering brand values nor brand personality, but we will be proving more resources about this here (to be added soon).

Branding Strategy Development Process

Interview client and stakeholder
Consolidate and refine information
Gain insight
Present to clients
Refine if necessary


For projects in our scale, a Strategy Session of 3-6 hours is usually enough.

⁠

Summary

We have to base our work on strategic foundations instead of our clients’ preferences
We’ll interview the clients and then develop core strategic components:
Purpose
Persona
Positioning
Big Idea


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