Content Strategy: Build Your Brand from Scratch

Description

In this course, you will :

• Learn how to write a brand manifesto that captures a brand's key themes and values.
• Learn what a brand storyboard is and then create one with a main character (your ideal customer) and the challenges they face.
• Create a customer persona and use it, along with your brand's principles, to identify themes and keywords to focus on with Laura's six-question technique. Bring everything together to form a distinct positioning statement and brand promise.
• Create the personality of your brand by drawing inspiration from successful companies. Then choose a communication style, which should include both a general tone of voice and a set of scenario-specific tones.
• As Laura guides you through how to empathise with your customers' needs, write a series of scripts for situations you may encounter with them. Then, create compelling content to help them along their customer journey.
• Set realistic, time-bound goals with your brand's purpose in mind. Examine your available channels and determine which ones are most important for your brand identity and objectives.

Syllabus :

1. Pillars

• Creating a Brand Manifesto
• Brand Storyboard
• Defining Your Audience Persona
• Brand Positioning

 

2. Personality

• Defining Your Brand’s Personality
• Voice 
• Scripts and Scenarios

 

3. Processes

• Prioritizing
• Editorial Calendar
• Systems
• Content Playbook

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