Brand Strategy Workshop (Downtown LA) | Los Angeles
About this class
Today’s hyperconnected world requires brands to be more and more interactive—gone are the days when simply a logo and catch phrase will do. With a click of a button, customers can easily facilitate a dialogue—whether positive or negative, in 140 characters or more—with companies both large and small. This comprehensive workshop dissects the key components of building a successful brand strategy and its application including:
- brand definition, origins and evolution
- types of branding; Consumer, Corporate, Place, Personal
- understanding your audience, analysing human behaviour traits to inform brand design and communication strategies.
You will walk away with a toolkit of approaches and methodologies to build your own brand strategies and the ability to observe and critique other brands.
This workshop is idea for beginners starting out to launch a new brand or idea, business-owners or those starting-up new businesses, designers and communications professionals from all levels and areas.
The best parking structure to use is at 350 E. 2nd Street. It is directly next door (to the right) of our building. The cost is $2.00/15 min ($10 max), $5.00 flat rate after 4pm.
Gold line stop in Little Tokyo is a 5 minute walk to campus. Red line stop at Grand Park and Civic Center is about 10-15 minute walk.
Takeaways
Students will leave the workshop with an understanding of:
- Naming: why does it matter and how to do it
- Verbal Identity: why is it important and to craft a unique voice
- Positioning your brand: concept and applicable tool
- Building your brand strategy: bringing all the above together
- Digital branding: principles, approaches and applications
- Brand Architecture: concept, models and application
- Writing your brand narrative (i.e. elevator speech)
- Designing brand experiences: how to use mediums to express your brand and meet your audiences’ wants and needs
Prereqs & Preparation
Bring something to take notes such as a laptop or note pad.