What is a brand? What makes one brand better or stronger than another? How and why does branding work? This workshop starts to answer those questions by providing an overview of brand strategy (brand positioning, architecture, naming, and logo design).
After the workshop, you’ll understand some of the concepts, strategies, and tactics that brand strategists use to build strong and valuable brands. You’ll know what it takes to build your own brand and have deeper insight into what other brands are doing right or wrong.
Interested in seeing this class held privately at your organization?
Email us at firstname.lastname@example.org to request more info.
- Definitions and distinctions between terms like brand, branding, brand strategy
- Three sources of input required for any brand strategy
- Brand positioning and components of a brand platform, including brand essence, brand personality, brand pillars
- How a brand strategy does/should impact actions and tactics
- Three high-level brand architecture frameworks
- Organizing principles and how they’re used in brand architecture
- Verbal identity, including brand naming, brand voice, and messaging
- Naming: how it’s done, what makes a good name, common pitfalls (and how to avoid them)
- What comprises a visual identity system, including logo, color palette, typography
Prereqs & Preparation
This workshop is ideal for beginners starting out to launch a new brand or idea, business-owners or those starting-up new businesses, or designers and communications professionals from all levels and areas.
About the Instructor
Jenna CamannDigital Marketing Strategist,
Jenna is a digital strategist rooted in a love of marketing analytics, most recently leading the digital efforts for the Boston Bruins and TD Garden. She has worked with dozens of companies in her 10+ years of experience, helping ideate, manage and execute digital strategies and programs. She learned shortly after graduating from Bucknell University how digital marketing data could influence programs she was managing with her first client, Lowe's Home Improvement. From there, she focused on delivering clients ideas coupled with appropriate measurement goals and plans to create lasting digital experiences. Prior to her role as Director of Digital for the Boston Bruins and TD Garden, Jenna worked at GMR Marketing and Digitas, with clients including Harley-Davidson, PUMA, Bank of America, P&G, Lenovo, Goodyear, and MillerCoors.