Brand Strategy 101 – Philip Vandusen

Description

Go from creative order-taker to indispensable business partner, even if you know nothing about strategy or don’t know where to start.

If you’re a creative professional looking to charge higher fees and win bigger projects while having greater control over your client relationships – then you already know you need to learn about brand strategy.

You’re pretty confident in your ability to do great design or creative work and you keep your clients happy. But sometimes you feel like just an-order taker and not valued as a true business partner.

Maybe you’ve done a bit of brand consulting with your clients, but you lack the confidence to deliver real brand strategy or convince them of the ROI of doing it.

What’s Inside Brand Strategy 101

Module 1: STRATEGIC COMPONENTS

Module Description: We’ll de-mystify brand strategy and show you that it’s not as complicated as many people would have you believe.

We’ll define some of the key terms and tools and illustrate how you can use it to increase your revenue.

Module Highlights:

• Brand Strategy Terms and Tools
• The Goals of Brand Strategy
• 12 Components of Brand Strategy
• The Strategist Mindset

Module 2: BRAND DISCOVERY

Module Description: You’ll learn how to engage more deeply with your clients.

Find opportunities to increase scope of your projects. Communicate the ROI of Strategic Brand Design so you can get paid to do it.

Module Highlights:

The Discovery Call
Stakeholder Interviews
How to Sell Strategy

Module 3: BRAND ASSESSMENT

Module Description: Learn to understand how a business functions holistically.

Learn how to assess the client’s brand assets and activities. Discover how to tell if they have everything they need to accomplish their goals. Attain the skills to sell-in additional work.

Module Highlights:

• Business Model Canvas
• How to conduct an Internal Brand Audit
• How to up-sell more work

Module 4: BRAND COMPARISON

Module Description: Learn to audit and map the competition in a compelling visual way.

Learn how to assess the client brand’s competitive landscape to expose strategy and project up-sell opportunities.

Module Highlights:

• Competitive Audits
• Brand Mapping
• Brand Differentiation Strategies

Module 5: BRAND DEFINITION

Module Description: Learn to use a suite of proven brand strategy tools and how to apply them to client projects.

Classic brand strategy techniques and tools will be fully covered – demystifying what it takes to do high-level brand strategy.

Module Highlights:

• Brand Strategy Statements
• Customer Avatar Techniques
• Pyramids and Personalities
• Brand Archetypes

Module 6 BRAND VISUALIZATION

Module Description: Learn how Strategy and Design intersect and inform each other.

Learn to create creative visualizations of strategy, bringing the brand to life in visuals and words.

Module Highlights:

• The One-Page Visual Creative Brief
• Defining Color Direction
• Creative Anchors and Strategic Design

Module 7: THE BRAND STRATEGIST

Module Description: Learn how to change your mindset from “I can’t.” to “I can!” when it comes to selling strategy.

We’ll confirm the simplicity of the process and show you how you can apply it immediately in your client work and start getting paid to think.

Module Highlights:

• Brand Strategy Process Guide
• The Strategist Role
• The Strategist Mindset

By the end of this program, you will…

Master a suite of proven Brand Strategy tools.

You don’t need an MBA to sell brand strategy to your clients. You just need to know how to confidently guide your clients through the creation of a suite of proven strategic exercises that will make their businesses more successful.

Get paid for thinking and become a highly valued business partner.

Go from being considered a design order-taker to a true thought-partner by your clients. Gain the trust that will lead to bigger projects and the ability to charge higher fees for the creative work you already do.

Bulletproof your creative career from the pricing pressure of Fiverr, 99Designs and crowd-sourced design.

The global economy is driving down the prices of creative work more every day. How can you survive, much less charge higher fees and grow your business? You do it by “swimming up stream” and getting paid for brand consulting in addition to your creative work.

Learn how to sell strategy projects and communicate the ROI to your clients so they’re happy to pay for it.

Knowing brand strategy doesn’t help you if you can’t get your clients to buy it. In this course, you’ll learn how to communicate the value of brand strategy so you can sell bigger projects for higher fees.

Increase your earning power and gain control over the volume of work you receive.

By helping your clients architect their brand strategy, you engage with them on a whole new level. A level that builds their trust in you and gives you greater control over the volume of work you receive.

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