Branding Essentials

What is a brand – where does it come from and how does it work? This course covers the essentials of understanding brands, how to create, build, communicate and protect them.

For any business, its brand is extremely important, because your brand is your business – and your business is your brand.

A solid, practical foundation for those involved in marketing and communications, or businesses creating their own brands. Learn how to build and nuture your most valuable asset.

So just pick a lesson and get started!

LESSON 1: What is a brand?

We often hear people talking about brands and branding – but when we think about it, it’s a slippery concept to get your head around. It’s not about logos or brand names – though all have a part to play – it’s something more basic about an organisation.

So in this lesson we aim to get back to the fundamentals, so we can move forward from a clear starting point.


LESSON 2: Brand Structures

There are many ways to structure brands. We’ll explore some of the options here and consider why it’s important to have a clear view of your structure – and why it may sometimes be useful to review and perhaps change it.


LESSON 3: Building a brand

It’s clear strong brands are important for creating strong organisations, business and non-commercial bodies. So brand-building matters.

In this lesson we’ll look at how it can be done.


LESSON 4: brand communications

So much of what comes to mind when people speak of branding – logos, colour schemes, brand names etc. – are actually brand communications. Some of the tools we use to communicate the brand identity and values.

In this lesson we get down to the nuts and bolts of putting brands on the radar, and keeping the message ‘on-brand’.


LESSON 5: Protecting your brand

When you’ve put all this work into your brand, you need to protect it. It’s a more valuable asset than many businesses recognise. Remember, even the biggest brands started small. So protection is important.

In this lesson we look at the tools and strategies we can employ.