BeginnerStart here. No prior knowledge assumed.
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Lesson 1
What is a Brand?
Brand defined — not logo and colours, but the associations people carry about what you stand for.
Lesson 2
Brand Positioning
Owning a specific space in the market — positioning statements, differentiation, and what makes positioning durable.
Lesson 3
Brand Identity
Visual identity — logo, colour, typography, and the design decisions that make a brand recognisable.
Lesson 4
Brand Voice and Tone
How a brand speaks — personality, language choices, and how voice adapts across contexts while staying consistent.
Lesson 5
Target Audience and Personas
Who the brand is for — persona development, jobs-to-be-done, and avoiding the trap of targeting everyone.
What is brand positioning?
What is brand voice?
IntermediateBuild on the basics.
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Lesson 1
Competitive Differentiation
What makes your brand genuinely different — meaningful vs perceived differentiation, and category design.
Lesson 2
Brand Messaging Architecture
Core messages, proof points, and the hierarchy of claims that communicate brand value consistently.
Lesson 3
Brand Guidelines
Documenting brand standards — the brand book that enables consistent execution without stifling creativity.
Lesson 4
Brand Naming
How to name a brand or product — the principles, the process, and the avoidable mistakes.
Lesson 5
Rebranding
When and how to rebrand — the conditions that justify rebranding and the process that minimises risk.
What is competitive differentiation?
What is a brand book?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Brand Architecture
How brands are organised when a company has multiple products or sub-brands — house of brands vs branded house.
Lesson 2
Employer Branding
The brand as seen by potential employees — why employer brand matters and how it connects to marketing.
Lesson 3
Brand in Digital Marketing
How brand strategy shapes digital execution — tone in ads, visual consistency, and brand safety.
Lesson 4
Measuring Brand Health
Brand tracking, awareness metrics, NPS, and the measurements that indicate brand equity.
Lesson 5
Brand Building vs Performance Marketing
The long/short framework — how brand and performance marketing work together over different time horizons.
What is the long/short framework in marketing?
What is brand architecture?