Creating a strong brand for your independent business
Module 8: Brand experience
How does this brand look, feel and behave out in the world?
Brand experience
Now that you’ve done the first pass at crafting your brand, we look at how people take in and experience brands. What impacts their perception and how can you maximize key encounters to reinforce your brand proposition? This is the beginning for you of moving your brand from “the page” to the real world.
At the end of this module, you will have a map of how the important parts of your business align with the brand you’ve just created, to help you plan for consistency like the best brands in the world.
Video lesson: Brand experience
Worksheet 7.1 Brand experience
How does the experience your best customer receives when they hire or shop with you reflect the brand you have defined. Align the key steps or touchpoints with your brand pillars.
View or download worksheet
Previous stop
Proposition
It’s time to write the promise we’re making to your best customers. This is the brand proposition. What promise can you make and keep, that none of our competitors can claim? We build on the research and documentation you’ve completed to nail down the proposition that will propel your brand forward.
> Video (26 minutes)
> Worksheet: Proposition
Brand experience
Now that you’ve done the first pass at crafting your brand, we look at how people take in and experience brands. What impacts their perception and how can you maximize key encounters to reinforce your brand proposition? This is the beginning for you of moving your brand from “the page” to the real world.
> Video (24 minutes)
> Worksheet: Brand experience
Putting it all together
You did it! Nice work.
In this final core lesson, we review all the key takeaways you’ve learned and the work you’ve done before introducing some bonus lessons.
What? I might need some help.
Have questions? That’s okay. This course combines tools and techniques used by Adam and professional brand consultants and agencies around the world. Videos to set the lesson for each module along with rigorous worksheets formatted for the way you work best.
Adam’s also provided links to research tools you can use at little to no cost to make sure your brand is based on sound logic.
You can reach out here. For technical or basic questions, Adam or a member of the team will get back to you no problem. For brand related questions, or coaching, let’s set an appointment to talk.
Your instructor and coach.
This course was developed and is taught by Adam Pierno, award-winning brand marketer and author. He’s worked with brands you know, like Bona, Domino’s, Dunkin’, Mercedes-Benz, Pocky, State Farm and Verizon, for more than 20 years. His books on brand and marketing strategy are taught at ad agencies, universities and Fortune 500 companies to make marketing simpler to understand and execute.
All of the brand expertise, none of the hassles
If you’ve worked with advertising and brand agencies, you know how much work falls on you and how much it all costs. Brand positioning can cost thousands or more. This course gives you the same tools for a fraction of that investment. With no sacrifice to your results.
This course is based on Adam’s book, Specific. It’s a straight-forward method to build your brand by putting your customers first.
