Step 2: Build Your Brand

Module 1: Why Brands Matter

“Products and services are easy to duplicate. Brands create a special place in your customer's head, heart and wallet.“

 

LEARN

  • Learn how Brands build business for any business, large or small.

LESSONS

  • What is a Brand?

  • Brands add money to the bottom-line.

  • The branding divide: closing the gap

  • The journey from products to brands.

FRAMEWORKS/TOOLS*

  • Brand Ladder

    *Includes real world examples to see how others got it done.

 

Module 2: Brand Building

“Brands are more than a tagline: they are promises between the company and its customers. If you build a promise from your core equities, you can find the soul of your Brand.”

 

LEARN

  • Learn how to build your Brand.

LESSONS

  • Introduction to building your brand using the TMD Brand Architecture Framework.

  • Find the intersection of your customers’ values and what you do best.

  • Build your Brand Promise.

  • Let your Brand guide your behavior.

FRAMEWORKS / TOOLS*

  • TMD Brand Architecture Framework

    *Includes real world examples to see how others got it done.

 

Module 3: Brand Personality

“Brands have personalities just like people do. Identifying and expressing your true personality will make it easier to communicate with an authentic tone of voice.”

LEARN

  • Learn how brand personality archetypes can guide what you say and do.

LESSONS

  • What are Archetypes?

  • How can Archetypes guide what you say and do?

  • Can you mix Archetypes?

  • What are Shadow Archetypes and why are they bad for business?

FRAMEWORKS/TOOLS*

  • Brand Personality Identifier

    *Includes real world examples to see how others got it done.

 

Module 4: Brand Experience

“Actions speak louder than words. Every action and interaction with your customers is an opportunity to reinforce (or break) your Brand Promise.”

LEARN

  • Learn how to audit your Brand Experience in the marketplace.

LESSONS

  • Actions speak louder than words. An introduction to Brand Experience and why it matters.

  • Audit your Brand Experience in the marketplace using TMD BrandSpy.

  • Small acts can yield big results.

  • One bad experience can spoil everything.

FRAMEWORKS/TOOLS*

  • TMD BrandSpy

    *Includes real world examples to see how others got it done.