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A brand is a collection of elements that offer a unique proposition to the consumer. The products, the look and feel, and performance promise can define some aspects of a brand, but a brand goes much further than that.


Before you can start to think about your brand design and logo, you need to have a clear idea of what your brand stands for, and how this will connect with your consumer.


This Guide takes you through the critical steps that are needed to create a brand that has value, longevity, and strong appeal. Without a brand you are simply selling ‘stuff’ and that isn’t sustainable for any business in the long term.


This Guide includes:


  • A written PDF manual
  • A narrated video tutorial


The 28 page training guide explains how brands are created and the different elements that have to work together to bring consistency and value to the consumer. The additional 13 page workbook includes useful templates to help you develop a strong brand step by step, and get the most from briefing your designers.


A narrated tutorial video takes you through the key points of the Guide, offering some more explanation or examples, so you can revisit it at any time if you need to check on information that you are reading.



If you want to learn more about Marketing basics, you will find two more Guides in the Decoding: Business ‘Get Going • Keep Going’ series – ‘Marketing for non-marketers part 1’ and ‘Marketing for non-marketers part 2’.

Decoding: Business – Creating a Brand


    Developing the Brand Basics - Story, Purpose, Vision, and Mission
    Understanding brand identity and Personality
    The importance of culture in brand identity
    Building a product and innovation strategy
    Writing design brief that gets you the best results
    Naming your Brand
    Easy to follow, quick to apply your learning



    The Guide and workbook pack are delivered in a downloaded PDF format.
    The Tutorial narrated video presentation is also downloadable or available to view on screen



    In order to take this course you will need: 


    A Current email account
    Access to a computer and the internet 
    Access to PDF Reader software on your PC 


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