Brand Identity: How Branding Works and Building Your Personal Brand

Syllabus

• Week 1

  From brand to personal brand

  • Welcome

    Welcome to this ExpertTrack - Personal Branding: How to Brand Yourself Professionally, Authentically and with Passion. Lead educator Jonathan Wilson outlines what to expect in this course on your brand identity.

  • Promotional tools and techniques

    This part of the course is about exploring the different marketing communications and promotional tools that brands use. We will look at the differences between them, what each of them is good at, and which ones we can use.

  • Successful brands and their associations

    This part of the course is all about helping you work out how to take the first step towards creating and building your brand successfully.

  • Your style guide

    As far as other people are concerned, you are who and what you surround yourself with. In these steps, we’re going to work on creating your own style guide.

  • Wrapping up Week 1

    How did Week 1 go for you? In these steps, we summarise what we’ve learned so far, and look ahead to what we’ll be covering next week.

• Week 2

  Marketing and communications

  • Welcome to Week 2

    In these steps we introduce the focus for this week, in which we will think about marketing communications channels and tactics in the same way that regular brands and organisations do.

  • Marketing communications

    How do brands categorise their promotional activity, and what can you learn from them? In these steps we explore how you can select the right marketing communication channels for you.

  • Promoting you

    In this activity, we explore some of the cost-effective and free methods you can use to promote yourself. We’ll look at how others have done it, before trying it out for ourselves.

  • Bring it all together

    In these steps, we think about what style to use in your content when trying to present your personal brand. We provide tips on how to experiment with your style and how to create a plan of action.

  • Wrapping up Week 2

    We round off this week by looking back at what we’ve learned so far, particularly with regard to capturing our audience’s attention. We also look ahead to more work on identifying our audience, wherever they may be.

• Week 3

  Local, international, global

  • Welcome to Week 3

    In these steps, we explore what it means to be local, international, or global. We start by identifying where the people live that you would like to connect with and where you would like to be known.

  • Cultural differences

    In these steps, we explore what culture really means. We also look at how conveying your cultural differences and your uniqueness through your brand can maximise your chances of appealing to multiple audiences.

  • Cultural empathy and its impact

    In these steps, we explore the importance of acknowledging and respecting other cultures. We discuss how making connections based on a shared value can be the difference between succeeding and failing to win people over.

  • Choosing a market

    In these steps, we look at how you can use your personal affinities, connections and links in other markets to broaden your horizons.

  • Course revision and summary

    We round off the course by reviewing what we have learned over the past three weeks, including a short quiz on branding, promotions and culture.

Who will you learn with?