Online courses are six weeks long, $3,000 per course, with a 10% fee for a 3-month payment split.
I OFFER TWO COURSES
BRAND STRATEGY AND MESSAGING STRATEGY
STRATEGIC BRANDING COURSE
Learn the secret sauce to brand building and how you can position a brand to stand out and crush the competition. You will also learn the framework for building an authentic brand and how to develop a brand identity based on consumer insights.
STRATEGIC MESSAGING COURSE
You will learn how to create a messaging strategy or stakeholder communications plan. You will never have to wonder what to communicate for a brand again. And as part of the brand messaging framework, you will learn how to develop brand guidelines and a compelling brand story to deepen target audience relationships. More importantly, you will learn how to build a community around a brand. Discover what it takes to build a brand that stands out from the crowd and converts.
DO WHAT OTHERS AREN'T WILLING TO DO
Are you ready to learn what goes into building the brands of the world’s most notable businesses? Don’t miss out on your opportunity to learn how to tap into human thoughts and behaviors to grow a business or organization. Few take the time to learn how to do this—do what others aren’t willing to do.
BY ATTENDING THESE COURSES, YOU WILL:
Build brands faster
Save yourself from years of frustration
Develop clearer messaging for brands
Each course meets for six (6) weeks for 2 hours a week to go over the week’s lesson, with a live Q&A call among your peers. Worksheets, exercises, and templates will be provided to complement each coaching session.
If you miss any of the sessions for any reason, you can request up to two recordings for the missed sessions. In addition to these calls, you will have access to a forum/discussion board for collaboration and Q&As.
After the program begins, you will be able to schedule bi-weekly calls with your instructor. During these calls, you will have an opportunity to go over your assignments or discuss brand, communications, or marketing.
However, if you need to communicate more frequently, you must download the Voxer App for text communications.
STRATEGIC BRANDING COURSE BREAKDOWN
Module 1 - The Importance and Use of Brand Strategy
We'll explore what a brand and brand strategy is and why having one is crucial.
Module 2 - The Development of Your Why
Clarity is underrated. You'll learn how to clearly articulate a brand's purpose, mission, vision, values, and mantra, all key to establishing a foundation for a brand.
Module 3 - Brand Research
You'll learn all about brand research and how to conduct both primary and secondary research for any business.
Module 4 - Brand Positioning and Brand Promise
In this module, you'll be challenged to develop a brand position and promise. Both messages influence the position a company wants to hold in the mind of a consumer.
Module 5 - Brand Personality Development
Brand personalities humanize a brand and make them entities people are drawn to, just like how you're drawn to the qualities and characteristics of your friends. You'll learn how to give a brand a personality that determines its voice, tone, colors, and more.
Module 6 - Brand Strategy Guideline Development
This is the module where you pull everything you've learned together to create brand strategy guidelines.
STRATEGIC MESSAGING COURSE BREAKDOWN
Module 1 - The Importance and Use of a Messaging Strategy
Developing a messaging strategy is important, as it helps to articulate and offer. We'll explore all the reasons you need one for a business or organization.
Module 2 - Uncovering Functional and Emotional Brand Benefits
People want to know what's in it for them. By the end of this module, you'll be able to articulate benefits to an audience in the most compelling way and how to deliver them at the right time. You will never have to wonder what to say again.
Module 3 - Brand Story and Storytelling
A brand story is a narrative meant to connect and bond with a target audience, both potential and current. You'll learn how to develop a compelling brand story in this module.
Module 4 - Communications Brief Development
You'll develop a communications brief needed to convey key messages to a target audience in the most impactful way.
Modules 5 and 6 - Brand Messaging Framework Development
From these two modules, you pull everything you've learned together to create messaging strategy guidelines with key brand messages.
IMAGINE IF YOU COULD...
Create more value
Feel more confident about the direction of a brand
Delight more people
Nurture a brand so that it becomes a valuable asset
Tell a brand story in a compelling way
Increase how likely people are to trust and support a brand
Make an audience feel seen and heard
HOW YOU WILL BE SUPPORTED
1 WEEKLY SESSION
We will go over the lessons you must learn during weekly sessions. You’ll also be able to ask questions about your assignments and have them answered. You will not only learn from the Instructor but from group members.
I realize that extenuating circumstances may make your absence unavoidable. But it is expected that you manage your commitments and priorities when you join this program.
Only two recorded sessions will be made available for missed sessions.
To support you from the beginning, you will be able to schedule a one-hour 1:1 with the Instructor to talk brand and messaging strategy. After this call, you will be able to reach the Instructor via text or voicemail, with a response within a few hours. Your time in the program also includes seven (7) 30-minute 1:1 calls. Take advantage of the 1:1 time made available to you.
ACCOUNTABILITY AND COMMUNITY
After each session, you will be asked to reflect on the lessons you’ve learned during class. You are to share your insights with the Instructor. You will also have assignments to complete that the Instructor will review to evaluate your program progress. Your feedback and assignments will also help guide 1:1 calls.
MEET YOUR INSTRUCTOR
As a university marketing instructor, Vanessa Matthew teaches brand equity management and marketing research at the grad school level. She has over 17 years of marketing experience serving nonprofits, global firms, small businesses, and entrepreneurs.
Vanessa also has her master's in Integrated Marketing Communications from West Virginia University and is certified in Media Management through New York University. Vanessa is also a graduate of Tufts University (political science major).
Given her background, she is well-versed in competitive analysis, surveying, ethnography, integrated marketing communications, and design. Her expertise makes it possible for you to receive a solid branding education.