Specialization

Brand Strategy Specialization: Crafting User Experiences

mr_john_williamson
laurabusche
fgeyrhalter
jessie_thoughtmatter
4 Teachers
Brand Strategy Specialization: Crafting User Experiences

Learn brand positioning strategies to expertly plan projects, set competitive prices, and attract the right clientele

Specialization · 6 modules
Redeem the course with a gift code

Unlock the secrets of crafting a compelling brand strategy with the Brand Strategy Specialization: Crafting User Experiences. Dive into a comprehensive learning experience that equips creatives with the tools to expertly position brands in the market, build robust content strategies, and inspire action through storytelling. Fabian Geyrhalter, Laura Busche, John Williamson, and Jessie McGuire guide you through a journey of meticulous planning, user-oriented methodology, and digital strategy enhancement, ensuring you can set prices that attract the right clientele and develop strategies that set your brand apart.

Explore a seven-step user-oriented methodology to create a brand strategy from scratch, and discover how storytelling can fuel a brand’s identity. Craft a content strategy by defining your brand’s pillars and personality while developing a digital strategy focused on enhancing user experiences across digital channels. The specialization culminates in hands-on projects where you will relaunch your website, create a content manual, and develop a strategy based on storytelling that inspires audience action. This program is ideal for those eager to elevate their brand’s presence and influence in the market.

Read more ↓

What will you learn in this specialization?

A total of 6 modules and 67 lessons
A total of 11h 38m of vídeo lessons
Taught by 4 selected expert teachers
image
1
Introduction
First of, you will explore branding as more than just a logo—it’s an experience, a story, and a promise. You will learn how branding evolved from ancient marks to digital engagement and why strategy is key to standing out. By mastering brand strategy, you will create meaningful, lasting connections.
1m
image
2
Inspiration / Fabian Geyrhalter
All creatives have their influences. Here I share what inspired me over the years, from the Nike logo to Marty Neumeier's distinct way of shaping brands.
4m
image
3
Inspiration / Laura Busche
I’m sharing the books and resources that have inspired me along the way. I continuously reference them to learn where the field is and which emerging trends I could leverage in my practice.
12m
image
4
Inspiration / John Williamson
In this lesson, I will share with you who and what has influenced my passion for creativity, brands, and user experience. In my case, it's not just limited to individual people, but the contexts, attitudes, and culture that have strongly influenced my professional development. Note: In this lesson, I said: "objectivity" instead of "subjectivity" (minute 03:42). In the subtitles, you will see that my explanation is correct.
5m
image
5
Inspiration / Jessie McGuire
In this lesson, I will give an overview of the artists, individuals, books and influences that are major references for the work I do.
12m
image
6
Inspiration / John Williamson
Influences are important. I like the idea of looking beyond the typical design influences. In this lesson, I’ll tell you about mine, which are all about looking beyond digital screens.
6m
image
1
Gaining Brand Clarity
The first step in this journey will be to look at your current situation and define your desired outcome. Where would you like to be in your creative career? I will guide you in deciding what should change for you to be able to reach this outcome.
10m
image
2
Brand Positioning: Take One
To get started, I will help you write the first draft of your positioning statement. This will be the nuts and bolts of your rebranding strategy.
10m
image
3
How to Stand Out
Now that you took the first stab at positioning, let's determine if this differentiates you enough from other brands. To do this you must look at the benefits you provide to your potential customers. These can be functional and emotional benefits.
5m
image
4
Becoming "The One"
In this lesson, we are digging deeper and formulating an emotional connection with your prospective and current clients. You need not only to become the best option available to them but make sure they see you as the only one.
6m
image
5
Supporting Your Positioning
Is the name of your brand the best one to attract new, niche, and completely different clients? Your name and story need to reflect your positioning. This is what we will see in this lesson.
9m
image
6
Defining the Brand Personality
Here I will explain how you can take your storytelling one step further by clearly defining the values which you share with your audience and creating more empathy.
9m
image
7
Looking Ahead
I will guide you in defining your vision, visualizing your perfect clients, and seeing what your new competition may look like.
11m
image
8
The Final Positioning
What looks like a short lesson is a mighty important one. Here I will help you in your final take on your positioning.
2m
image
9
The Brand DNA
Next, we will be working on funneling everything we have done into one or two simple words that will define your brand DNA. Now that you have complete clarity around your re-positioned brand, do you have to go back and adjust anything you have done?
3m
image
10
What Really Needs to Be Changed?
Ch-ch-ch-changes! Let's see here how you can implement your vision and officially re-launch!
10m
image
11
How to Activate the New Brand
Are you ready to launch your new brand? Not so fast. Here I will explain how you can create some content and be ready to have some truly on-brand thoughts to share with your new audience.
4m
image
12
How to Gain Traction
Who will be the people spreading the word for you? You need your own brand advocates. To gain traction faster you need to know toward whom your content is geared. This is what I will discuss in this lesson.
7m
image
1
Creating a Brand Manifesto
A manifesto can capture your brand’s essential themes and values in a way that makes them clear to anyone creating content with or for you.
13m
image
2
Brand Storyboard
Writing your brand’s story shouldn’t feel overwhelming. Throughout this lesson, you’ll apply my proprietary brand storyboard to determine your ideal customer’s “once upon a time” and “happily ever after”.
8m
image
3
Defining Your Audience Persona
While you probably have a high-level picture of your ideal customer, it’s time to get specific. Persona development is about adding as much detail as possible to empathize with the audience you serve on a deeper level. You don’t just want to get their demographics right: this is about connecting with human beings. Details are everything.
11m
image
4
Brand Positioning
Based on what you know about your target customer and brand principles, it’s time to define which themes and keywords to focus on. Throughout this lesson, we’ll use my six-question technique to clarify the themes it makes sense for your brand to own and invest in. Then, we’ll consolidate what we’ve learned thus far in a clear positioning statement.
15m
image
5
Defining Your Brand’s Personality
Get personal! This lesson is all about infusing a unique perspective and character to your content. For example, if your brand was a human being, how would it express what matters most? How would it interject, say hello, or even wrap up a call? These questions matter because these real-life scenarios are spaces where you will have to make a memorable appearance.
7m
image
6
Voice 1
Now that you’ve crafted a personality, it’s time to release it into the world. Voice is a manifestation of one’s general attitude and perspective on life.
15m
image
7
Voice 2
As individuals, we express a distinctive voice whether we’re aware of it or not. As brands, it serves us most to be truly intentional about it: to define communication styles, including a general voice and a set of scenario-specific tones.
7m
image
8
Scripts and Scenarios
Every customer’s experience with your brand is a journey made of multiple touchpoints. Acquiring new customers and converting them in, e.g. social platforms is just one part of the picture. You are not done with customers after they’ve followed or even purchased once. If you’re building a brand for the long term, a well-conceived plan is a key to communicating effectively as the relationship progresses. This lesson is all about visualizing this journey, empathizing with your customers’ needs every step of the way, and crafting compelling content that genuinely supports them.
6m
image
9
Prioritizing
First things first: prioritize. Realistically speaking, you’ll never have all the time or resources you wished you did to execute content campaigns. In my experience, even when resources abound, there’s usually some other constraint that trumps that “ideal case” lingering in our minds. That’s why focusing on your why is so essential: what is the potential gain in crafting this content? We’ll set realistic, time-bound goals that clarify our intentions. We’ll also review some of the channel types available to us and determine which ones matter most and fulfill more of a supportive role.
11m
image
10
Editorial Calendar
In this lesson, you will learn how to create a detailed editorial calendar to plan and organize content effectively. We will explore how strategic scheduling improves efficiency, reduces costs, and streamlines production. By the end, you’ll be able to adapt this tool to fit your team’s unique needs and workflow.
11m
image
11
Systems
This part of the course is what I would call content engineering. How do you build a well-oiled machine that keeps giving? With an ambitious, exciting calendar ready and plenty of resources to get you started, it’s essential to establish the habits that will keep you successful beyond a one-time hit.
10m
image
12
Content Playbook
Game on! It’s time to compile your strategies into a shared Content Playbook. This simple, collaborative file keeps your plan accessible and adaptable. Since strategies evolve, real-time updates are key. The template is easy to edit, concise, and printable—ensuring your team stays aligned and agile.
8m
image
1
We Know You Fold up Your Boarding Pass
In this lesson I will explain to you what branding is and isn’t, and what a brand strategy is used for. We will look at why a new way of branding is necessary, the problems the old brand strategy has and what new problems we have to solve.
8m
image
2
What Is a Brand Route Map?
Previously we have explained what branding is, now we will focus on what brand strategy is. In this lesson we will discover that a brand route map is an illustrated version of a brand strategy. In our case, the brand route map is a final deliverable which is composed of the essential information and insights gathered in the 6 steps of the Brand User Experience Methodology.
4m
image
3
Key Elements for Defining Your Brand
We will discover how the key to defining a brand is all about asking the right questions. We will ask what brand owners REALLY want and also learn how to ask our stakeholders and our users what a brand should fulfill.
15m
image
4
Brand Sense and Soul
In this lesson you will learn about brand culture, how to create a brand promise and make a brand unique by using the step-by-step "Brand Pyramid" method.
16m
image
5
Audiences: Stakeholders and Research 1
If you don't know your audiences, your brand will have no direction. During this lesson, we’ll discover different types of stakeholders, which ones are the most important for our brand and what their needs are.
9m
image
6
Audiences: Stakeholders and Research 2
Let's continue with our exercise. In this second part of the lesson, you will identify the different stakeholders of your brand, filter the important ones based on their level of influence and interest, and discover their stimuli.
14m
image
7
Benchmarking and Positioning
The art of branding is knowing how to fit in a sector and at the same time stand out. In this lesson, we’ll discover how benchmarking and positioning complement each other and allow your brand to stand out and be chosen.
18m
image
8
Brand Ecosystem
We will now discover how your brand interacts with its stakeholders and also how they relate with each other.
11m
image
9
Personas and Their Customer Journey
In this lesson you will discover who the users of your brand are and how they interact with it in an emotional and systematic way.
17m
image
10
Touchpoints and Customer Experience
Here, you will learn how to discover your brand’s touchpoints and create a unique experience.
11m
image
11
Brand Route Map
In this lesson you will learn how to combine all the previous phases in a single, powerful, user-centric brand strategy.
19m
image
12
Brand Route Map
Congratulations! you have developed a brand route map… Now what? In this lesson we will cover the aspects which will make your brand route map a reality. From initial planning to its launch.
10m
image
13
Things to Bear in Mind
In the future you will probably carry out branding projects for new companies where the brand needs to be started from scratch. But what happens when you’re faced with a rebranding situation? What aspects should you bear in mind? Most of these aspects come under the banner of Change Management, and this is what we’ll be looking at in this lesson.
2m
image
1
Mindset: What Is a Brand?
Throughout history, a brand has always established value. In this lesson, I will share the many facets of branding and their effect on culture and our communities.
18m
image
2
Toolset: The Basics of Brand Building
Now that you have a firm understanding of what a brand is, I will teach you the tools needed to identify and build brands with meaning.
6m
image
3
Process: Brand Storytelling
Let's talk about divergent and convergent mindsets, before delving into the different processes used in design to help you identify your audience's wants and needs.
4m
image
4
Considering
I will help you to consider why a brand exists through research. You will conduct a comprehensive brand immersion to understand who the brand serves and the market they operate in.
12m
image
5
Creating
The next step is to apply your immersion findings to create unique and ownable stories and set the stage for big ideas, logo design, typography and other ownable assets. Let me demonstrate how it's done!
8m
image
6
Articulating
In this lesson, I will guide you in articulating a brand blueprint that can be used for alignment and briefing. This will help to determine the purpose, scope and context of the brand identity materials.
7m
image
7
The Brand Blueprint
It's time to bring your project across the finish line with a final presentation to aid the implementation of the brand identity (as dictated by the brand blueprint). I will explain how to develop a measurement strategy to determine the success of reaching the target audience and telling the right story, and create the brand and messaging guidelines to effectively hand over work.
8m
image
8
Presentation and Measuring Success
Great design starts with understanding how to serve the target audience. Anytime you create a brand blueprint you should always be thinking about the most effective ways to gain insights from the community, even after you think you're done. In this lesson, I will show you how to present your work and respond to the feedback you receive.
6m
image
9
Brand Messaging and Beyond
To conclude the creative process, I will walk you through key brand and messaging guidelines. You will learn the tools that can be used to allow for seamless implementation of the design solution by the business user to effectively reach the target audience.
5m
image
1
What Is a Digital Brand Strategy?
Let me explain how to develop a digital brand strategy route map for the brand of your choice. We will discover what a digital brand strategy is and how it is relevant to digital transformation.
6m
image
2
Brand User Experience
In this lesson, I’ll explain where brand user experience comes from and what it does. I’ll also show you how to use it to develop a digital brand strategy in just six easy steps.
5m
image
3
Step 5: It’s All about the Channels
Instagram, YouTube, Facebook, Twitter, WhatsApp, Telegram, video games, TV, music streaming, radio, podcasts: There are lots of digital channels a brand can adopt. We don’t want to be on a channel just for the sake of it. It takes up too many resources, time, and money. But which are the right ones for our brand? Here we will go through the most common digital channels as well as some not-so-common ones worth mentioning.
16m
image
4
Step 6: It’s All about the Contents for Digital Channels
Let me explain why content is still king. I’ll not only take you through the golden content rules but also the three different types of content. I'll finish with a handy matrix as a reference to digital content.
11m
image
5
Meeting Our Case Study
In this lesson, we’ll get to know our case study Aleksandra Kozawska, founder and senior strategy designer at ODIS – Design for Space.
9m
image
6
Who Are You?
Now we’ll learn how to discover the soul of any brand. We’ll use the brand construct pyramid method to develop a mission, culture, and promise. We'll also think about what's unique about your brand.
18m
image
7
Who Are You Talking To?
In this lesson, we’ll define and group stakeholders before finding out which are the top ones. We'll also think about how to discover their emotional and functional needs.
17m
image
8
What Are You Talking About?
Let's find the focus points between our brand and our consumers. They will guide us as to what to include in our brand strategy. We’ll also discover what our competitors are up to and, thereby, how to be unique.
14m
image
9
Where Is the Brand Talking to Its Stakeholders?
In this lesson, not only are we going to deal with where the brand is connecting to its stakeholders, but where it should be doing so and where stakeholders are connecting amongst themselves.
14m
image
10
Digital Channels
Let me show you how to build a brand’s digital channel profile. It's where your stakeholders get their first impressions from, so it’s important to get it right. As you probably know, first impressions are utterly important because they last well beyond just a single moment.
13m
image
11
Digital Contents
In this lesson, we’ll discover and develop lists of questions that will form the basis of the content our brand should develop.
20m
image
12
Your Visual Digital Brand Strategy
Now you will learn how to combine all the previous steps in a single, user-centric, and powerful digital brand strategy.
6m
image
13
Taking the Visual Digital Brand Strategy to the Next Level
Now we’ll run through how to plan and calendarise your digital brand strategy. We will also talk about how to prepare external and internal brand kick-offs.
7m
image
14
Measuring, Marketing, and Ads
In this lesson, I’ll show you how to take your digital brand strategy to even greater heights. We'll achieve this by making the most out of all the hard work and research you’ve put into channels and content. We will also discover how a digital brand strategy relates to a digital marketing sales funnel.
19m
image
15
Tips for Your Brand Strategy
Finally, I will share a couple of final tips to help you develop your digital brand strategy even further. We’ll be talking about atoms and bots!
11m
  • 100% positive reviews (32)
  • 2,747 students
  • 67 lessons (11h 38m)
  • 79 additional resources (40 files)
  • Online and at your own pace
  • Audio: English, Spanish
  • English · Spanish · Portuguese · German · French · Italian · Polish · Dutch · Turkish
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

You will relaunch your website, showcasing your new brand positioning by meticulously planning projects and setting prices that attract and retain the right clientele.

Projects by course students

Who is this specialization for?

Creatives and professionals eager to enhance their brand strategies, position themselves uniquely in the market, and engage audiences through storytelling and user experience will find valuable insights and practical methods to elevate their brand identity and digital presence.

Requirements and materials

No extensive prior knowledge is required. Basic necessities include a computer with internet access, a passion for branding, and an eagerness to learn. Materials such as notebooks or digital tools for taking notes can enhance the learning experience.

Select to get to know your teachers in this specialization course
mr_john_williamson
John Williamson
Designer and Creative Director
4,599
135
laurabusche
Laura Busche
Brand Strategist
3,735
108
fgeyrhalter
Fabian Geyrhalter (FINIEN)
Brand Strategist
4,145
122
jessie_thoughtmatter
Jessie McGuire
Branding Expert
921
14
See all 4 teachers
Read more ↓

Reviews

2,747 Students
32 Reviews
100% Positive ratings

What to expect from this specialization course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates
    Plus

    If you're a Plus member, get a custom certificate for every specialization course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.

FAQs

Domestika courses are online classes that allow you to learn new skills and create incredible projects. All our courses include the opportunity to share your work with other students and/or teachers, creating an active learning community. We offer different formats:
Original Courses: Complete classes that combine videos, texts, and educational materials to complete a specific project from start to finish.
Basics Courses: Specialized training where you master specific software tools step by step.
Specialization Courses: Learning paths with various expert teachers on the same topic, perfect for becoming a specialist by learning from different approaches.
Guided Courses: Practical experiences ideal for directly acquiring specific skills.
Intensive Courses (Deep Dives): New creative processes based on artificial intelligence tools in an accessible format for in-depth and dynamic understanding.

All specialization courses are 100% online, so once they're published, specialization courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The specialization courses are divided into different modules. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with other students, as well as share your work and your final project, creating a community around the specialization courses.

You can redeem the specialization courses you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.

Category

Areas

Specialization · 6 modules
  • 100% positive reviews (32)
  • 2,747 students
  • 67 lessons (11h 38m)
  • 79 additional resources (40 files)
  • Online and at your own pace
  • Audio: English, Spanish
  • English · Spanish · Portuguese · German · French · Italian · Polish · Dutch · Turkish
  • Level: Beginner
  • Unlimited access forever
Redeem the course with a gift code

Category

Areas

Brand Strategy Specialization: Crafting User Experiences. Marketing, and Business course by Domestika

Brand Strategy Specialization: Crafting User Experiences

A specialization by multiple teachers
Domestika Domestika domestika
Teacher Plus
Berkeley, United States.
Joined April 2002
  • 100% positive reviews (32)
  • 2,747 students

Courses you might be interested in

See more Domestika courses
Buy