Brand Strategy Workshop
21

Thursday, 21 November

6:30 8:30 pm EST

GA Boston

125 Summer Street 13th Floor
Boston, MA 02110
$40 USD
Regular Ticket
$40 USD
Total

Questions? Read our FAQs

Brand Strategy Workshop | November 21

Shawn Ghuman Photo


Senior Communications Professional, Johns Hopkins Professor, and Media & Content Strategist

21

Thursday, 21 November

6:30 8:30 pm EST

GA Boston

125 Summer Street 13th Floor
Boston, MA 02110
$40 USD
Regular Ticket
$40 USD
Total

Questions? Read our FAQs

About This Workshop

What is a brand? What makes one brand better or stronger than another? How and why does branding work?

This workshop starts to answer those questions by providing an overview of brand strategy (brand positioning, architecture, naming, and logo design).

After the workshop, you’ll understand some of the concepts, strategies, and tactics that brand strategists use to build strong and valuable brands. You’ll know what it takes to build your own brand and have deeper insight into what other brands are doing right or wrong.

Interested in seeing this class held privately at your organization?
Email us at bospartnerships@ga.co to request more info.

Takeaways

  • Definitions and distinctions between terms like brand, branding, brand strategy
  • Three sources of input required for any brand strategy
  • Brand positioning and components of a brand platform, including brand essence, brand personality, brand pillars
  • How a brand strategy does/should impact actions and tactics
  • Three high-level brand architecture frameworks
  • Organizing principles and how they’re used in brand architecture
  • Verbal identity, including brand naming, brand voice, and messaging
  • Naming: how it’s done, what makes a good name, common pitfalls (and how to avoid them)
  • What comprises a visual identity system, including logo, color palette, typography

Preparation

This workshop is ideal for beginners starting out to launch a new brand or idea, business-owners or those starting-up new businesses, or designers and communications professionals from all levels and areas.

Bring something to take notes such as a laptop or note pad.

About the Instructor

Shawn Ghuman Photo

Senior Communications Professional, Johns Hopkins Professor, and Media & Content Strategist

Shawn S Ghuman is the Communications Director and a founding member of the National Sikh Campaign, a nonprofit aimed at improving the awareness and perception of the Sikh religion in America, as well as an Adjunct Professor with Johns Hopkins University teaching media relations and integrated marketing communications. As a former Media & Content Strategist at Ketchum, a leading global agency, Shawn led multiple high profile, award-winning PR and digital marketing campaigns in the cause advocacy and social impact arena.

Previously a reporter and media relations practitioner, Shawn is well versed in today’s media landscape and has developed relationships with journalists in several verticals, from healthcare and lifestyle outlets to beltway publications and trade magazines. He has helped lead a strategic restructuring of a fully integrated Ketchum multicultural marketing offering and was selected to be on Ketchum’s inaugural Breakthrough Advisory Board – a group of employees tasked with finding innovations in a disrupted industry.

Shawn is a graduate of Virginia Tech and an alumnus of General Assembly, where he took Digital Marketing in their Washington D.C. campus.

Find him @ImOnlyGhuman.

Refund Policy

We understand that, sometimes, plans change. If you can no longer make it to a class or workshop, please email us at least 7 days before the scheduled event date. No refunds will be given to cancellations made within a week of the class or workshop.

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