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Brand Therapy Workshop
The Road Ahead
What Is Brand Therapy? (10:54)
What Kind of "Branding" Are You Actually Doing?
What Is Branding All About? (8:04)
How to Fill Out The Assessment Doc (7:24)
ASSIGNMENT: Assessment Doc - What's The Current State of your Business?
25 Point Brand Health Audit - What's The Current State of your Brand?
5 General Principles of Branding (6:51)
The Ten Kinds of ROI - How Many Do You Have? (5:47)
The 7 Levels of Branding - Where Are You? (8:16)
Resources
Correct Your Alignment
Are You Aligned To Your Business? Let's Find Out. (11:48)
Deep Dive: Nailing The Alignment Doc (20:22)
ASSIGNMENT: Alignment Doc
BONUS: Offer Scoring Tool
Resources
Claim Your Positioning
What is Positioning? (2:46)
How To Build A Brandscape (10:51)
Levels of Market Sophistication (12:31)
Taglines and Campaign Agendas (5:24)
ASSIGNMENT: Write Your Positioning Brief (9:47)
ASSIGNMENT: Build Your Brandscape (12:33)
Resources
Clarify Your Messaging
Creating World Class Messaging (6:21)
What Is A Messaging Matrix? (5:46)
ASSIGNMENT: Building Your Messaging Matrix (11:21)
ASSIGNMENT: Capturing The "Voice Of Customer" (32:53)
Resources
Clean Up Your Design
Writing a Solid Creative Brief (17:21)
Building an Instantly Compelling Mood Board (5:58)
Designing an Iconic Logo (7:33)
Curating Excellent Typography (6:04)
Selecting the Perfect Color Palette (4:06)
Putting Together a Brand Usage Guide (3:08)
Resources
Create Your Content
The Mindset Behind Great Content (24:39)
Content Strategy (18:04)
Content Tactics (27:15)
Resources
Deep Dive: Nailing The Alignment Doc
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