Brand Strategy Fundamentals

Who is this for?

This course is for all the creatives out there who want to get a good introduction to brand strategy. You’ll gain the knowledge, the frameworks, the tools, the templates, and the confidence to sell strategy as a stand-alone service or add it to your current design offerings.

In my roles as an agency owner, CMO, and CBO, I’ve met hundreds of frustrated creatives who feel treated like order taker rather than a problem solver. It doesn’t have to be like that.

I believe all creative thinkers can become great brand strategists. Why? Because it takes a combination of using the right and left brain. It’s about empathy and imagination, to really understand people and their needs and wants. Beyond their own words. It’s also logical thinking to follow a process, and to identify the gaps and connect the dots.

This course is the starting points I wish I had when I started doing my first brand strategy sessions 15 years ago. I had to figure everything out and create my own framework. This will give you the jump start you need to become your clients’ go-to for solving their big business challenges.

Get familiar with the framework

From mission, vision, goals, and brand personality to target audience research, gap analysis, positioning and creating a brand roadmap, Anneli walks you through the entire brand strategy workshop process that she’s used with internationally recognized brands as well as mom and pop shops.

Turn knowledge into action

Using Anneli’s 30+ page PDF workbook full of exercises and prompts, as well as strategy workshop and roadmap templates, you’ll have all the tools you need to successfully facilitate workshops that will wow your clients—and solve their branding problems.

Kickstart your brand strategist career

So you’ve learned the framework- now what? Anneli provides practical steps so you can sell and run your own workshops, whether you’ll be providing strategy as a stand along service or combined with graphic design, video, or web work.

Meet your instructor

‍Anneli is a Brand strategist, educator and coach. With 20+ years of experience of building brands, she has worked with numerous agencies, enterprises, organizations and freelancers. She is an agency owner but also has experience from the client perspective being a Chief Brand Officer and Chief Marketing Officer at Lantmännen, an International multibillion dollar company with focus on agriculture, food, machines and energy, which was awarded the most sustainable brand in Sweden in 2014 and 2019. Her experience comes from working with international brands like Coca-Cola, Polaroid and Levis, but also start-ups within the food and foodtech industry.

She describes herself as the bridge between the creatives and business people. She is dedicated to helping creatives shine and get paid to solve business problems.

Syllabus

Get ready to expand your knowledge and understanding brand strategy fundamentals. Take a look at what you’ll learn in each module, plus a few bonuses along the way.

General overview

Move through the modules at your own pace, on your own time. You’ll have lifetime access to the course, so jump back in whenever you need a refresher.

Course curriculum
What is Brand Strategy?
Facilitation
Mission, Vision, and Goals
Defining the Brand Personality
Target Audience and Research
Gap Analysis
Positioning
The Roadmap
Next Steps