Brand Strategy Fundamentals
Anneli Hansson
Introduction
Welcome & Downloads
Live Q&A Recording
Brand Strategy Without Buzzwords
The Basics
The Role Of A Brand Strategist
Outro
Facilitation
Observation Exercise
Taking The Lead
Asking Questions
Active Listening
Listening Exercise
Outro
Step One: Mission, Vision, and Goals
Purpose, Mission, Vision, and Goals
Outro
Step Two: Defining The Brand Personality
The Brand as a Person
Exercises & Tools
Outro
Step Three: Target Audience and Research
Defining the Target
Research
Summarizing the Data
Exercise: Research
Outro
Step Four: Gap Analysis
Identify the Gap
Competitor Analysis
Positioning
Outro
Step Five: The Roadmap
The Roadmap
What To Cover
Exercise: Scenario Planning
Next Step
Selling Brand Execution
Start Offering Brand Strategy
Further Resources
Outro
Wrap Up
Client Case Study - Intro
Intro to Course Updates
Intro to New Material
Intro to Case Study
Intro To The Process
Pro Tip: Facilitation
Step 1: Purpose (Client Case Study)
Purpose - Introduction
Facilitation: Intro to Session
Facilitation: The Golden Circle
Facilitation: Business Goals
Facilitation: The Purpose Onion
Facilitation: The Founder's Story
Facilitation: Main Brand Challenge
Facilitation: Segway to Step 2
Purpose - Outro
Step 2: Personality (Client Case Study)
Personality - Intro
Facilitation: Intro to Session
Facilitation: If You Were...
Facilitation: Brand Words
Facilitation - Personality Sliders
Facilitation: Our One Word
Personality - Outro
Step 3: People (Client Case Study)
People - Introduction
Facilitation: Split The Market
Facilitation: Draft Persona
Facilitation: Top Competitors
Facilitation: Segway to Research
People - Outro
Research (Client Case Study)
Planning The Research
Pro Tip: Finding People To Interview
Analyzing Data
Understanding Insights
Meet Our Persona: Emily
Exploring Market Trends
Competitive Research
Research - Outro
Step 4: Positioning (Client Case Study)
Positioning - Intro
Facilitation: SWOT Analysis
Facilitation: Intro to Session
Facilitation: Presenting Research
Facilitation: Positioning Statement
Positioning - Outro
Step 5: Planning (Client Case Study)
Planning - Intro
Strategic Pillars
Facilitation: Identified Challenge & New Positioning
Facilitation: Presenting The Concept
Facilitation: Media Mix
Facilitation: Brainstorm Ideas
Facilitation: Impact/Effort Map
Facilitation: Priorities Going Forward
Facilitation: Client Wrap-Up
Planning - Outro
Delivery & Outro (Client Case Study)
Delivery
Thank you!
Exercises
Purpose: The Golden Circle
Purpose: Business Goals
Purpose: Purpose Onion
Purpose: Main Brand Challenge
Personality: If You Were...
Personality: Personality Sliders
Personality: Our One Word
People: Ideal Customer
People: Split The Market
People: Draft Persona
People: Top Competitors
Positioning: SWOT & Gap Analysis
Planning: Brainstorm Ideas
Planning: Impact/Effort Map
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