Course curriculum

  • 1

    Module 1: Overview

    • Introduction (1 min read)
  • 2

    Module 2: Branding and Marketing: What's the Difference?

    • Lesson 1: The Difference Between Branding and Marketing (5 min read)

    • Lesson 2: How To Approach Branding (4 min video, 5 min read)

    • Lesson 3: Setting Your Brand Values (10 min video)

    • TRY IT OUT: Lock Down Your Values

  • 3

    Module 2: Unique Selling Proposition & Framing Your Brand

    • Lesson 1: What is your Unique Selling Proposition? (6 min read)

    • Case Studies: Unique Selling Propositions Done Right (8 min read)

    • TRY IT: Craft Your USP

  • 4

    Module 4: Keeping Your Brand's Voice Consistent

    • Lesson 1: Consistency is Key (1 min read)

    • Lesson 2: Tips for Building Your Brand's Voice (5 min read)

    • Case Studies: Cards Against Humanity (4 min read)

    • Case Studies: BarkBox (3 min read)

    • Case Studies: Dollar Shave Club (4 min read)

    • TRY IT: One Brand, Three Ways

  • 5

    Module 5: Storytelling and Building Community Around Your Brand

    • Lesson 1: What is a brand story? (3 min read)

    • Lesson 2: Why take a storytelling approach? (3 min read)

    • Lesson 3: Authenticity and Trust (2 min read)

    • Lesson 4: You, Your Brand and Answering Your Why (5 min read)

    • Lesson 5: Your Customer as the Hero (2 min read)

    • Lesson 6: When and Where to Use Storytelling (7 min read)

    • Lesson 7: How to Tell Your Brand's Story (8 min read)
  • 6

    Conclusion

    • Summary (1 min)

    • Additional Resources