Course curriculum

  • 1
    Welcome
    • Welcome
    • If you'd like to, download or print the slides now
    • Introduction
  • 2
    Chapter One – Brand Development – The Context
    • Lesson 1 – Looking Outwards
    • Lesson 2 – The Market
    • Lesson 3 – The Consumer
    • Lesson 4 – Be more Darwinian!
  • 3
    Chapter Two – Defining Your Brand
    • Lesson 1 – What is a Brand?
    • Lesson 2 – Brand Advocacy
    • Lesson 3 – The Importance of Brand Personality
    • Lesson 4 – What Can we Learn from Successful Brands?
  • 4
    Chapter Three – Developing Your Brand Strategy
    • Brand Strategy – Download
    • Lesson 1 – What is a Brand Strategy?
    • Lesson Two – Delivering Your Strategy
  • 5
    Chapter Four – Understanding Your Audience
    • Lesson One – Who are Your Customers?
    • Lesson Two – What is happening in their world?
    • Potential B2B Audiences – Download
    • Lesson Three – Who are Your Business Customers?
  • 6
    Chapter Five – Developing Brand Stories
    • Lesson One – Why Stories?
    • Lesson Two – What Makes a Good Story?
    • Lesson Three – Choosing Your Stories
    • Lesson Four – Prioritising your Stories
  • 7
    Chapter Six – Telling Stories
    • Lesson One – How to Tell Your Stories
    • Lesson Two – Evaluating Your Stories
  • 8
    Conclusion
    • Conclusion
  • 9
    Thank you & Further Reading Links
    • You have now finished the course – Developing Your Brand
    • End of course survey – you must complete this to receive your certificate