Learn the key concepts of brand strategy and how to use digital storytelling to build interaction with a brand.

  • Duration

    3 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 1 of 4
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    $39/monthFind out more

Create compelling brand stories with design agency Moving Brands

Communication within the digital landscape is core to the success of any business, but the variety of channels means that managing this can be complex.

This three-week course from Ravensbourne University and Moving Brands will introduce you to the thinking frameworks that an award-winning, international design agency like Moving Brands uses to create coherent and compelling brand stories.

Develop frameworks for brand strategy and strategic planning

Before creating comms around a brand, you need to ask some key questions. These questions are designed to act as a framework that informs your brand communication.

During this course, you’ll learn how to plan communication that is ‘alive to change’ but also coherent in its articulation of value and purpose. You’ll think about the what, how, and why of a brand, using Apple as an example of great brand propositions and brand stories.

Discover the importance of visual language and tone of voice

A brand’s visual language and tone of voice are key building blocks of its identity and help convey the brand message.

You’ll dive into the different aspects of visual language, such as typographic design, layout and composition, and iconography, as well as how brands shape a tone of voice through using language that aligns with their proposition.

Using top brands like Brewdog and case studies from Moving Brands, you’ll assess the strategic process for building a brand’s visual language and tone of voice.

Explore how to use brand as an experience

As technology has evolved it has brought with it new and different opportunities to interact with consumers and create brand experiences.

This course will take you through the process of creating brand experiences that not only enhance brand communication but also tie back to the brand proposition.

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Skip to 0 minutes and 9 seconds The strategy, the think, and all of those things were where the real value lay within the future of design and branding.

Skip to 0 minutes and 22 seconds Consistency is important, but consistency is kind of quite rigid. The clients were going, ah, interesting. We should be thinking about these things. It’s about teasing it out from the client. Our approach at Wilderness is to think like a fan. I think it’s important that you’re always experimenting; you’re always trying new things. You can pull the data together you want. It’s then about telling the story from it. This term influencer is actually now kind of a bit of a buzz word. It’s not just a case of saying, come and buy my stuff. It’s how are you going to make them care? What are you offering them in return?

Skip to 0 minutes and 56 seconds If your brand is about helping them communicate or struggling with an audience. Because the thing with social is that is it immediate. You know if something’s worked or it hasn’t. The algorithm purely picks up on what your audience are responding to. When brands can kind of see that community is very active and engaged, brands will then work with creators that obviously gives brand exposure.

Skip to 1 minute and 21 seconds Everything you see in VR is artificially created, so it’s an illusions. I think a virtual reality often is about being transported to somewhere else.

Skip to 1 minute and 31 seconds There will be a place which will be a world of connected experiences that will have dynamic situations. Fact is definitely following fiction.

Syllabus

  • Week 1

    Thinking Frameworks

    • Welcome

      Let's find out a little bit about the course, a little bit about you and a little bit about us.

    • Introduction

      In the first week we will find out how Moving Brands create brands that are 'alive to change' and explore the thinking frameworks they use to do this for ourselves.

    • Alive to change

      According to Moving Brands contemporary brands need to be ‘alive to change’ and this insight has helped them establish a unique position at the forefront of new developments in the industry. **Let’s find out more…**

    • Thinking Frameworks

      Contemporary brands are developed through a strategic process, let’s look at how this process works.

  • Week 2

    How your brand 'looks' and 'speaks'

    • Introduction.

      Lets recap on last week and look at what we will be learning in the second week.

    • How your brand ‘looks’

      Contemporary brands are developed through a strategic process that shapes visual communication.

    • How your brand speaks.

      Contemporary brands carefully control how they speak to their customers - they use a particular ‘Tone of Voice’. This TOV should reinforce the value & purpose of the brand.

    • Conclusions

      Let's think about what you've learnt in week 02.

  • Week 3

    How your brand 'acts.'

    • Introduction

      Let's recap and look at what we will be learning in the final week

    • Brand as Experience

      Contemporary brands communicate their value & purpose through strategically designed experiences.

    • Brand as Action

      Contemporary brands build authenticity through actions that link back to their purpose.

    • Conclusion

      Let's analyse what we've learnt and apply it to a concluding task.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Apply strategic planning to inform the creative use of branding, social media and interaction design.
  • Synthesise industry standard thinking frameworks to develop relevant concepts and ideas.
  • Explore industry standard methodologies for the creative use of branding, social media and interactive design.
  • Model informed strategic decision making based on industry insight.
  • Create systems to define visual communication.

Who is the course for?

This course is designed for anyone looking to improve their digital marketing skills, especially brand strategy and communication.

Who will you learn with?

An educator and design writer. The author of ‘Communication Design, Insights from the Creative Industries’, published by Bloomsbury. Initiator of collaborations with the likes of Apple, Sky & Barclays

Who developed the course?

Ravensbourne University London

Champions of creativity and collaboration, Ravensbourne is the definitive destination for study in digital media and design courses. Situated in the heart of London, Ravensbourne is a top-ranking university for graduate salaries in art and design.

Moving Brands

Moving Brands are a multi award winning design business who have been at the forefront of innovation in brand communication for over twenty years. They have offices in London, San Francisco, New York and Zurich and a client list includes Google, Hewlett Packard, the BBC, You Tube, Facebook & Netflix. They are experts in brand strategy & design, digital product development & design for new realities.

Endorsers and supporters

endorsed by

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endorsed by

Wilderness Agency logo

About this ExpertTrack

Discover how to build digital marketing strategies and use emerging digital media to enhance your business’ value and purpose.

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