This Master Class covers:
- How to implement the seven dynamics of standout brand building
- How to endow your brand with a unique meaning, story, and structure: Standout brands stand for something
- How to create marketing traction through compelling content and an engaged community internally and externally
- How to build a connected brand experience for customers both online and off
BRANDING IS MORE IMPORTANT THAN EVER
With the rise of digital media, you'd think it'd be easier than ever to be heard. Yet, most messages—especially marketing messages—fail to cut through the clutter in our crowded, distracted world.
To stand out today, you have to start with a powerful brand. But the rules of brand building have changed.
Join us to discover the seven dynamics of branding today: meaning, structure, story, content, community, clarity, and experience. You'll learn how to use them to build a brand (or refresh a current brand) that stands out, both online and off.
You have multiple ways to complete the lessons and earn your certificate of completion:
- Attend all of the Watch Parties
- Attend some Watch Parties and complete the rest of the lessons on-demand
- Watch all of the lessons on-demand when it works for you
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
The idea of branding may seem old school, but a strong brand is needed to help you stand out from in the noise. In this introductory lesson, we'll talk about these challenges and you'll get an overview of the seven dynamics you'll need to stand out.LENGTH: 19:38 minutes
Your brand is more than just your logo and slogan. Everything you say and do is a part of the meaning you create in the hearts and minds of those you serve. In this lesson you'll learn how to build a strong foundation by defining your brand spark and brand promise.LENGTH: 22:19 minutes
During this lesson, you'll learn how to evaluate your brand touchpoints—the building blocks and core elements—and determine which ones are most helpful in standing out in the hearts and minds of your customers.LENGTH: 22:06 minutes
Stories help us build brands that stand out. In this lesson, you'll learn how to tell your brand's core story, identify your main character, and define your brand voice.LENGTH: 24:09 minutes
Content is king. Content rules. But there's too much content today! What's a brand builder to do? During this lesson, you'll learn sustainable systems for creating unique content based on customer challenges and pain points.LENGTH: 21:40 minutes
People are key to building a strong, authentic brand. In this lesson, you'll develop a system for developing strong relationships among your community of brand advocates—from your employees to your best customers.LENGTH: 26:28 minutes
Brands today have to be transparent in what they say and what they do. Also, as complex as our world is, simplicity is key in standing out. During this lesson, you'll learn how to audit your brand for clarity—both in terms of transparency and simplicity.LENGTH: 18:38 minutes
You build your brand through everything you do, from traditional one-way touchpoints like advertising to interactive touchpoints like social media. In this lesson, you'll learn to map your brand experience—both online and off—and address any gaps you may have.LENGTH: 22:43 minutes
With the seven dynamics mastered, it's time to focus on the ongoing work of brand building. During this final lesson, you'll learn to connect your day-to-day branding to important organizational concepts, like company culture and growth.LENGTH: 20:13 minutes
These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
Standout Brand -- Download | Transcripts (zip)
Standout Brand -- Handout | Brand Blueprint (pdf)
Standout Brand -- Handout | Brand Now Summary (pdf)
Standout Brand -- Replay | July 13 watch party (lessons 1-3)
Standout Brand -- Replay | July 16 watch party (lessons 4-5)
Standout Brand -- Replay | July 21 watch party (lessons 6-7)
Standout Brand -- Replay | July 23 watch party (lessons 8-9)
YOUR INSTRUCTOR: Nick Westergaard
Nick Westergaard is a strategist, speaker, author, and educator. As chief strategist at Brand Driven Digital, he's spent his career building standout brands at organizations of all sizes—from small businesses to Fortune 500 companies to President Obama's Jobs Council. He's the author of the books Brand Now and Get Scrappy, a contributor to the Harvard Business Review, host of the popular On Brand podcast, a TEDx speaker coach, and a lecturer at the University of Iowa's Tippie College of Business.
Program Advisor: Denise Lee Yohn
Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand keynote speaker and consultant, and an influential writer. She is the author of the bestselling books What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest and FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies.
Instructional Designer: Kerry O'Shea Gorgone
Kerry O'Shea Gorgone is senior editor and writer at Appfire. She co-hosts "The Backpack Show LIVE with Chris Brogan" and "Punch Out With Katie and Kerry," and serves as Consigliere and Showrunner for Chris Brogan Media. Once upon a time, Kerry was a lawyer (number one in her class at Suffolk University Law School). Learn more about Kerry at Kerry.Show.