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所在平台: Udemy |
课程主页: https://www.udemy.com/course/business-branding-complete-course-2/
课程评论：没有评论
课程名称：商业品牌塑造：完整课程第二部分 - 表达 概述： 欢迎来到商业品牌塑造完整课程的第二部分，这是第一部分的延续。如果你完成了第一部分，你已经为你的品牌建立了坚实的战略基础，而在第二部分，我们将对这些内容进行战略性表达。 第一部分专注于策略，帮助你为品牌打下坚实的基础。我们首先界定品牌的基本构成，梳理战略品牌的各个要素，并深入探讨策略和战略思维的重要性。我们明确了品牌的目标、愿景、使命和价值观，这些都是品牌的本质、信念和行为。接着，我们探索并发展了品牌定位策略的各个要素，包括受众角色、竞争研究和品牌差异化。我们通过高级技术利用原型框架发展了品牌个性，并为品牌角色创建了视觉表现和语调。 在第二部分，我们将基于第一部分创作的内容，构建品牌表达框架，重点关注品牌的信息传递和故事叙述。首先，我们将研究品牌心理学和神经科学。在建立沟通框架之前，我们需要理解大脑对信息的选择性关注与过滤，以及情感对决策的影响，探索世界顶级品牌如何利用情感作为一种艺术形式。品牌的核心信息和品牌故事是相互交织的，有助于吸引受众并与之建立联系。 我们将探讨高级框架，帮助我们战略性地分解想要传达的信息及其表达方式，同时为创建广告、网站文案、电子邮件营销和社交媒体发布提供指导。你将学习开发高端品牌名称和标语的技巧和过程，然后明确你的品牌承诺并揭示其潜力。接着，我们将客观审视视觉身份，学习如何将战略注入其开发过程中，最后揭示如何利用沟通框架和数字营销渠道建立品牌存在感。 完成第一部分和第二部分后，你将从头开始构建一个战略品牌，并拥有一本品牌手册，作为你的品牌管理指南，以及复制这一过程的技术、流程和框架。
Welcome to business branding the complete course part 2This is a continuation from business branding the complete course part 1If you've completed part one, you will have already developed a solid strategic foundation for your brand, which we we now look to strategically express in part two.Part 1 is all about strategy and developing a solid and substantial foundation for your brand.We set the tone with the brand anatomy outlining the elements of a strategic brand and where the all fit together before diving into the importance of strategy and strategic thinking.We laid out your purpose vision, mission and values of the internal brand which make up the substance, beliefs and behaviours of your brand before exploring and developing each element of your positioning strategy including your audience persona, competitive research and your differentiator.We developed your brand personality using advanced techniques through the archetypal framework along with a visual representation and tone of voice for your brand persona.In part two, we'll be taking everything you've created in part one and building on it to develop your brand expression framework which focuses heavily on your messaging and storytelling.We begin with a focus on brand psychology and neuroscience. Before we develop a communication framework, we need to understand what messages our brain seeks out and what they filter out and why.We'll look at the impact emotion has on decision making and how the biggest brands in the world use it as a craft.Both our core message and brand story are intertwined and lean on each others to draw the audience in and then nurture them.We look at the advanced frameworks that allow us, not only to strategically break down what we want to say and how we want to say it, but that provides us with a guide for creating advertisements, website copy, email marketing, social media posts and more.You'll discover techniques and processes for developing a premium brand name and tagline before we define your brand promise and uncover its power.We'll take an objective look at the visual identity and learn how to inject strategy into its development before we uncover how to build your brand presence using your communication frameworks and digital marketing channels.By the end of part one and part two, you'll have built a strategic brand from the ground up. You'll have a brand book that will act as your brand management guide and the techniques processes and frameworks to replicate the process.
