CORE COMPONENTS OF BRANDING

Learn the steps to create and define a brand for brand-building purposes. You’ll learn what internal and external assets to include when creating your brand, and what to ultimately include in your guiding “Brand Bible”. These frameworks provide clarity when developing advertising, communication, and product/service launch initiatives.
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Who it’s for

This course applies to:
  • ABMs, Brand and Marketing Managers who create new brands and/or maintain existing brands
  • Agency Strategists, Designers and Creatives who create brand strategy, design strategy and/or branding strategy and documents for clients

How you will benefit

With this course you will:
  • Learn how to research and document a useful Target Profile
  • Get a best-in-class Strategic Positioning Statement framework
  • See the steps to create a new brand name (naming dos and don’ts)
  • Translate brand strategy into customer-facing language and imagery
  • Learn and see the three most important documents in a Design Strategy
  • Get a template for Brand Story/Manifesto with examples
  • Create a Message Map that helps build your language library
  • Get tools, templates and best-practice frameworks to immediately implement
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What you get

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  • 19 lessons that walk you through step by step
  • Step-by-step templates and worksheets to make it all simple and easy
  • Case study examples of renown brands
  • Course certificate upon completion
  • Access to the course community Q&A forum
  • Lifetime desktop and mobile access for the life of the course

Our Courses Power The Best Brands — Meet our Clients

Scotts Miracle-Gro Company Color Logo 360x360
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Rare Beauty Brands logo
Sephora
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Johnson & Johnson Logo
Ubisoft Logo

MEET YOUR INSTRUCTOR

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Kevin Namaky, Founder & CEO of the Gurulocity Brand Management Institute

Kevin Namaky is the founder and CEO of the Gurulocity Brand Management Institute. A trained educator with 20 years of experience as a consumer brand executive, Kevin has helped brands realize over $1B in new revenue and has trained more than 1,000 brand managers.

Kevin is also a featured instructor for the American Marketing Association and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council.

What Others Say

10 out of 10!
– Marketing Director, Bolthouse Farms
By adopting Kevin’s creative development process, I believe it can lead to stronger, more strategic work from the get-go. There were tons of great points and valuable content. Great training!
– Assistant Brand Manager, Procter & Gamble
100% recommended! Kevin is a great teacher.
– Director of Integrated Marketing, Sephora
This training was amazing! I learned a lot and feel really empowered.
– Assistant Brand Manager, CPG Personal Care
Kevin’s ability to translate complexity into simple, easy-to-understand strategy was a huge asset to our team.
– Vice President/General Manager, Scotts Miracle-Gro
10/10. This changed my way of approaching a brief. I learned how to create a brief that is clear and sets creative teams up for success.
– Regional Marketing Leader, Sephora

I thoroughly enjoyed this training. Great outlines and ideas that we will take back to work and incorporate into our business. Kevin nailed it. Great class!

– Assistant Marketing Manager, Formica
Using the frameworks from the training, our team’s presentations to upper management have been more structured and positive. The senior staff has given our team very positive feedback.
– Senior Marketing Director, Ubisoft

Course Curriculum

OVERVIEW

TARGET PROFILE

  • Defining Characteristics
  • Goals & Challenges
  • Example Profiles & Targets
  • Questions for Reflection and Targeting Q&A

POSITIONING STATEMENT

  • Key Elements of Brand Positioning
  • Brand Positioning Template & Example
  • Questions for Reflection and Positioning Q&A

NAMING

  • How to Name a Brand
  • Name Ideation Matrix
  • Name Idea Evaluation
  • Naming Process Example

DESIGN STRATEGY

  • Design Strategy Definitions & Process
  • Design Strategy Examples

BRAND STORY

  • Brand Story Definition & Structure
  • Brand Story Examples & Template

MESSAGE MAP

  • Message Map Creation Method

CONCLUSION

  • What’s Next
  • Core Components of Branding
Get Started Now
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GET THIS COURSE FREE WHEN YOU JOIN THE BRAND MANAGEMENT ACCELERATOR PROGRAM

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Alternatively, if you are a brand manager, you can get access to our entire course library for one year by becoming a Brand Management Accelerator all-access member. In addition, all-access members receive access to monthly live events and the complete community forum with your brand management peers.
LEARN MORE ABOUT MEMBERSHIP

Frequently Asked Questions

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GET IN TOUCH

Do you still have questions about this course? Email courses@gurulocity.com.

STAY UP TO DATE

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