Course curriculum

  • 1

    MODULE 1: BECOMING A BRAND MASTER

    • How To Reposition To A Brand Master
    • Your Prospects Need You To Succeed
    • Your Role As A Brand Consultant and Coach
  • 2

    MODULE 2: STRATEGY IS THE DRIVER OF BRAND SUCCESS

    • Uncover The Anatomy Of A Strategic Brand
    • How Branding Influences Marketing
    • The Brief History of Branding
    • How To Avoid The Common Path To Failure
    • Defining The Critical Role Of Strategy
  • 3

    MODULE 3: HOW TO BUILD A FOUNDATION OF SUBSTANCE

    • Discover Your Authentic Human Brand
    • The Honest Role Of Authenticity
    • Finding And Aligning Internal Belief Systems
    • Starting With Why
    • EXAMPLE - What Authenticity Is Not
    • The Great Purpose Debate
    • How To Develop A Meaningful Brand Purpose
    • EXAMPLE: Helping Underprivileged People
    • EXAMPLE: Addressing Self-Esteem In Women & Girls
    • How To Establish An Ambitious Vision
    • EXAMPLES: Brand Vision
    • How To Develop A Committed Mission
    • EXAMPLES: Brand Mission
    • Developing Your Mission Statement
    • How To Shape Reputation With Behaviour
    • EXAMPLES: Brand Values
    • How To Develop Brand Values
  • 4

    MODULE 4: HOW TO STRATEGISE A POSITION LIKE A BRAND MASTER

    • How Positioning Is The Cornerstone Of Strategy
    • The Main Players Of Positioning
    • Deep Dive Into The Life Of Your Audience
    • Uncover Your Perfect Customer
    • How Find Gold From Your Competitive Analysis
    • The Good, The Bad And The Gaps
    • How To Find Your Purple Cow
    • EXAMPLE: Positioning - Subtle Difference, Big Impact
    • Make A Difference To The Right Group
    • How To Discover Your Difference (+EXAMPLES)
    • CASE STUDY: Razor Brands Positioning
    • How To Develop Your Positioning Strategy
  • 5

    MODULE 5: HOW TO INFLUENCE ACTION WITH PSYCHOLOGY & NEUROSCIENCE

    • How To Use Science to Elevate Your Expert Position
    • How To Leverage Neuroscience To Connect
    • How To Use The Psychology Of Simplicity
    • How To Steal Hearts Through Emotion
    • EXAMPLES: Emotion In Branding #1
    • EXAMPLES: Emotion In Branding #2
    • The Emotional Before & After States
    • How To Influence With Neuroscience
    • 5 Keys To Effective Neuromarketing
    • CASE STUDY: A Taste of Neuromarketing
    • EXAMPLE: Neuromarketing In Action
  • 6

    MODULE 6: HOW TO DEVELOP A HUMAN PERSONALITY WITH A SCIENTIFIC FRAMEWORK

    • The Impact Of This Old Fashioned Tactic
    • How To Make Human Connections
    • Develop Your Personality With Science
    • How To Keep Your Personality Defined
    • Uncover Your Audience Archetype
    • Discover The Archetype Framework
    • The Outlaw
    • The Magician
    • The Hero
    • The Lover
    • The Jester
    • The Everyman
    • The Caregiver
    • The Ruler
    • The Creator
    • The Innocent
    • The Sage
    • The Explorer
    • Identify Your Brand Role
    • How To Use The Archetypal Mix Formula
    • Build Your Personality Around Your Audience
    • How To Bring Your Human Brand To Life
    • EXAMPLE: Personality Expression
    • EXAMPLE: From The Outlaw To The Creator
    • EXAMPLE: The Personality Of A City
    • The Brand Interview Technique
    • How To Apply Your Persona Attitude
  • 7

    MODULE 7: HOW TO CRAFT A COMPELLING MESSAGE THE LANDS IN HEARTS AND MINDS

    • The Modern Brand Messaging Structure
    • Develop Your Primary Core Message
    • Develop Your Secondary Core Message
    • How To Use The Framing Technique In Your Messaging
    • How To Avoid Killing Your Message
    • Inject Effective Messaging Characteristics
    • How To Craft Compelling Copy
  • 8

    MODULE 8: HOW TO DEVELOP A MODERN STORYTELLING FRAMEWORK

    • The History, Science and Emotions of Storytelling
    • How To Craft A Modern Story Framework
    • Step Aside For The Hero
    • The Hero's Journey
    • The Audience's Journey
    • How To Write An Effective Story
    • How To Use Message Blocks, Story Blocks & Micro Stories
    • EXAMPLES: Storytelling In Branding #1
    • EXAMPLES: Storytelling In Branding #2
    • How To Tell Your Modern Story
  • 9

    MODULE 9: HOW TO HOOK YOUR AUDIENCE FROM THE FIRST INTERACTION

    • The Critical Role Of The Tagline
    • EXAMPLES: Iconic Taglines
    • How To Develop An Unforgettable Tagline
    • The Significance Of The Brand Name
    • How To Develop A Brand Name With A Message
    • Inject Your Promise Into Everything You Do
    • Increase Value And Intrigue With A Hook And A Pitch
  • 10

    MODULE 10: HOW TO USE VISUAL STRATEGY TO CRAFT AN IDENTITY

    • Strategic Design Is Visual Thinking
    • The Context Of The Logo
    • How To Build A Visual Identity With Strategy
    • Achieve The Visual Identity Goal Of Recall
    • How To Craft A Visual System That Works
    • Visual Strategy: Logo Design
    • EXAMPLES: Inspirational Logos
    • Leverage The Psychology Of Colour
    • Leverage The Personality Of Typography
    • Leverage The Visual Human Brain
    • EXAMPLES: Brand Identity System
    • A Strategic Design Approach
    • How To Create An Effective Style Guide
  • 11

    MODULE 11: HOW TO BUILD AND MANAGE A BRAND PRESENCE THAT CONNECTS

    • Craft The Initial Brand Presence
    • How To Establish Your Digital And Physical Presence
    • How To Craft A Website As A Sales Tool
    • How To Create An Effective Website
    • EXAMPLES: Effective Websites
    • How To Use Social As A Branding Tool
    • EXAMPLES: Social Media Messaging
    • How To Use Print As A Point Of Difference
    • Digital Marketing Channels For A Modern Brand
  • 12

    MODULE 12: CASE STUDY - PROFESSIONAL FOREIGN LANGUAGE BRAND

    • Case Study - Intro
    • Case Study: Internal Brand Development
    • Case Study - Positioning - Audience Persona
    • Case Study - Positioning - Competitive Audit
    • Case Study - Positioning - Differentiator
    • Case Study - Archetype Development
    • Case Study - Brand Persona Development
    • Case Study - Core Message Framework
    • Case Study - Storytelling Framework
    • Case Study - Brand Name, Tagline & Hooks
    • Case Study - Strategic Creative Process
    • Case Study - Strategy Deliverables
    • Case Study - Feedback & Review