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The Brand Building Framework

Lesson 2 from: Brand Strategy Bootcamp

Scott Lancaster

The Brand Building Framework

Lesson 2 from: Brand Strategy Bootcamp

Scott Lancaster

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Lesson Info

2. The Brand Building Framework

<b>If you want to build an incredible brand strategy, you're in the right place...<br><br>In this lesson, we'll explore the framework we will follow to help you develop your brand strategy. By the end of the course, you will be 100% confident in your brand strategy and understand exactly how you can win in your marketplace.&#160;</b>
Next Lesson: Branding 101

Lesson Info

The Brand Building Framework

1 (upbeat music) 2 So what will you learn in this course? 3 Well, first and foremost, you'll learn, 4 I have a terrible sense of humor, 5 but you'll also have more knowledge 6 and an understanding of branding better than 99% 7 of other founders around the world today, which 8 as I'm sure you can appreciate, 9 isn't a bad advantage to have. 10 Now, I've been a branding consultant for over a decade now, 11 and I've worked with companies of all shapes 12 and sizes, including Fortune 500 companies 13 and ambitious startups with founders just like you 14 who are looking to build a brand from the ground up. 15 While the strategic frameworks that I'm about 16 to teach you have been used to build thousands 17 of brands over the past decade, 18 but why does having a brand strategy make it more likely 19 that the company is going to be successful? 20 Well, it all comes down to communication 21 because we like to buy from companies and businesses 22 and brands that we feel connected to 23 and t...

hat we feel understand us. 24 And this is a result of brand simply understanding 25 who we are and what we want. 26 We'll dig a little bit deeper later on, 27 but what I need you to understand is anybody anywhere can 28 build a brand that can connect directly 29 with their customers, 30 but only if they follow the proven strategic process 31 to build a brand that can communicate effectively. 32 Now, please don't worry. 33 We're gonna cover every single step 34 of building your strategic brand over the next few lessons, 35 and I've broken things down in a way 36 to make it super easy to follow. 37 But before we get started, 38 make sure you download your Lancaster Academy brand 39 guidelines so 40 that you can fill it out throughout the course, 41 because within the strategic branding course 42 and all the other courses to follow, we need to make sure 43 that we fill in specific pages in a certain way, 44 and I'll be going through this 45 with you very carefully within each lesson. 46 So please do not worry. 47 Now, this course focuses solely on brand strategy, 48 which is the most important part 49 of the brand building process. 50 Now, before we actually start developing your brand 51 strategy, we need to cover some very important topics. 52 So we'll be covering things just 53 to make sure we're completely on the same page, such as 54 what branding actually is, the five laws of brand building, 55 the scientific reason brands grow whilst others do not. 56 We'll define brand positioning 57 and we'll finish off with some common mindset traits 58 that all successful founders of brand share. 59 Now, once we're all on the same page, we'll start 60 to develop your customer persona. 61 This will help us develop the perfect representation of 62 what your target customer looks like, allowing you 63 to communicate more effectively with it 64 through your branding and marketing in future. 65 Next, we'll dive into competitor analysis 66 where we'll essentially look at the strengths 67 and weaknesses of each of your competitors 68 to spot opportunities where you can compete more effectively 69 and steal valuable market share, 70 which will lead us on nicely 71 to choosing your brand archetype, which is the foundation 72 of any strong strategic brand. 73 And once we have your brand archetype in place, 74 we'll then move on to developing your brand purpose, 75 vision statements, mission statements, values, 76 and finally your tagline. 77 And by following these steps, it will allow us 78 to confirm an effective positioning strategy for your brand, 79 to allow you to connect better with your target audience 80 and to compete better 81 with your competitors in your marketplace. 82 And also give your brand a reason to exist 83 beyond just financial gain. 84 And once we've confirmed your positioning strategy, 85 you'll have everything that you need to move on 86 to the next stage of the brand development process, 87 which is ultimately going to be things like your logo, 88 your typeface, your color palette, and all that good stuff. 89 Now, as I'm sure you're fully aware already, 90 we have plenty to get through. 91 So let's get started and I'll see you in the next lesson.

Class Materials

Bonus Materials

Brand_Guidelines_Template_(Powerpoint)_(Brand_Builder_Pro).pptx
Scott_Lancaster_-_Brand_Strategy_Bootcamp_-_Bonus_Material.pdf

Ratings and Reviews

Derek Williams
 

I was actually astounded how practical and easy this course was to implement into my own brand and put into action. Most other 'strategy' and branding courses are all theory. This course helped me go from nothing to a brand strategy in less than a few hours. Incredible and will be checking out more of their courses in future.

Josh Macphee
 

Concise and relevant. You can follow along with your own brand template (it is a powerpoint file FYI). Information is all very actionable and doesn't fluff on too much. The video editing can be a bit offputting at times, and the moments of humour may not be for everyone but i think the information and the structure is all on point.

Student Work

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