Brand Strategy Workshop

Monday, 17 May

7 10 pm EDT

Buffalo (Online)

$99 USD

Questions? Read our FAQs

Brand Strategy Workshop | May 17

Karianne Michelle Photo

President, Lofti


Monday, 17 May

7 10 pm EDT


$99 USD
$99 USD

Questions? Read our FAQs

About This Workshop

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.

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.

The key topics covered:

  • Brand Personality - What You Feel
  • Brand Identity - What You See
  • Marketing - Getting Out There
  • Digital - How to Get Out There
  • 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.

    General Assembly’s classes, workshops & events are for recreational purposes and are not regulated by the bureau of proprietary school supervision.

    If this class is recorded, students will be sent the recording link within 7 days after class completion by email. Students are encouraged to download and save any shared materials (worksheets, deck if applicable) during class for later reference as they are not be shared by email.


    Participants 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
  • Preparation

    • You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection.
    • This class will occur completely online using Zoom.
    • Class setup information will be emailed to all students signed up around 24 hours before (and again an hour before) your class launches.
    • Each individual class participant must have purchased a ticket

    About the Instructor

    Karianne Michelle Photo


    Karianne Michelle is a Chicago-based brand strategist, wellness advocate & international presenter with 15 years of brand leadership experience in the creative industry.

    Karianne has led branding, digital marketing, and advertising strategy for some of the world’s biggest brands including State Farm, Hewlett-Packard, and GE. She facilitated consumer marketing campaigns as a Vice President, Digital at Weber Shandwick, a global communications firm and in 2017, launched Lofti.

    Transitioning from the high-pressure, high performance corporate world to business owner naturally led her to integrating a more mindful approach to health. Her company Lofti hosts holistic professional development workshops that enable authentic self-connection, more compassionate communication, and a deeper sense of community.

    Karianne has coached and presented to over 3,500 leaders in London, Africa and throughout the U.S. including 100+ workshops and panels at General Assembly.

    Community Code of Conduct

    Your registration for or attendance at any General Assembly offering indicates your agreement to abide by this Community Code of Conduct policy and its terms.

    Let’s Keep You Updated

    Enter your email to start following

    By providing us with your email, you agree to the terms of our Privacy Policy and Terms of Service.