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Wednesday, November 14 2018
6:30pm - 8:30pm


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 to request more info.


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

Prereqs & 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.
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