Moss & Morning
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Branding: Creating and Managing Your Brand

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  • This class was amazing! Excellent content, time flexibility (go at your own pace), great setup and flow to the material provided for easy reading and comprehension. Amber H.
  • This is a very practical and useful course. It was very easy to follow and I would recommend it to anyone interested in learning. Stacey B.
  • Easy to do online training, very helpful, lots of learning material available. The course increased my knowledge. Not only did I enjoy the course, but the course also gave me a vision into how business works. Maria F.

Course Overview

Your brand is the vehicle that propels your product or service into your customer’s lives, and into their hearts. A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product, and offer a promise that you can live up to.

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20 Modules

105 Lessons

Knowledge Checks

Digital Workbook

Certificate

Tutor Support

Course Value $350

Course Description

This course will get you started on the road to creating a perfect brand. The first half of the course will cover the basics of branding, including how to develop a visual identity from start to finish. We will also give you some graphic design tips to help you communicate your expectations to a professional designer. The second half will focus on how to put your brand out there in the right way. We’ll also talk about how to keep your brand energized and alive with monitoring and evaluation tools.

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  • MODULE 1 • 5 LESSONS

    Course Overview


    • Learning Objectives
    • Pre-Assignment, Part 1
    • Pre-Assignment, Part 2
    • Pre-Assignment, Part 3
    • Pre-Course Assessment

  • MODULE 2 • 8 LESSONS

    Defining Branding


    • Defining Brands and Branding
    • What is a Brand?
    • Why a Brand?
    • What's in a Brand?
    • What is Branding, Then?
    • Why Branding is the Most Important Investment a Company Can Make
    • A Strong Brand
    • Characteristics of a Strong Brand

  • MODULE 3 • 7 LESSONS

    What Are You All About?


    • Identifying Your Products and Features
    • Products and Features
    • Identifying Your Values
    • Step One: Brainstorming
    • Step Two: Narrowing It Down
    • Step Three: Add Some Polish
    • Individual Exercise

  • MODULE 4 • 2 LESSONS

    Creating a Mission


    • What a Mission Statement is All About
    • Time for Reflection

  • MODULE 5 • 4 LESSONS

    Creating a Vision of the Future


    • Creating a Vision of the Future
    • One Year
    • Three Years
    • Five Years

  • MODULE 6 • 2 LESSONS

    Positioning Your Brand


    • Positioning Your Brand
    • Positioning Workout

  • MODULE 7 • 3 LESSONS

    Developing Your Style


    • Writing a Style Statement
    • Style Words
    • Style Exercise

  • MODULE 8 • 7 LESSONS

    Developing a Brand Name and Slogan


    • The Forward-Facing Elements
    • Developing Your Brand Name
    • Brand Names
    • Deciding on a Name
    • Developing a Slogan
    • Connecting the Taglines
    • Creating Your Slogan

  • MODULE 9 • 19 LESSONS

    Creating a Visual Identity


    • How People Will See Your Images
    • Choosing a Color
    • Another View of the Spectrum
    • Colors of the World
    • Fonts
    • Types of Visual Identities
    • Simple Pictorial Mark
    • Letterform
    • Wordmark
    • Emblems
    • Pop Culture Test – Logo 1
    • Pop Culture Test – Logo 2
    • Pop Culture Test – Logo 3
    • Pop Culture Test – Logo 4
    • Pop Culture Test – Logo 5
    • Pop Culture Test – Logo 6
    • Pop Culture Test – Logo 7
    • Pop Culture Test – Logo 8
    • Pop Culture Test – Logo 9

  • MODULE 10 • 3 LESSONS

    Living Your Brand


    • Transforming Your Employees into Ambassadors
    • Understanding Touchpoints
    • Creating a Unique Experience at Each Touchpoint

  • MODULE 11 • 6 LESSONS

    Connecting with Customers


    • Ten Winning Ideas
    • Implementing Connections Ideas 1 and 2
    • Implementing Connections Ideas 3 and 4
    • Implementing Connections Ideas 5 and 6
    • Implementing Connections Ideas 7 and 8
    • Implementing Connections Ideas 9 and 10

  • MODULE 12 • 5 LESSONS

    Launching Your Brand


    • Types of Launches
    • Internal Launch
    • Communicating an Internal Launch
    • External Launch
    • Communicating an External Launch

  • MODULE 13 • 2 LESSONS

    Taking Your Brand's Pulse


    • Taking Your Brand's Pulse
    • Improving Your Brand

  • MODULE 14 • 4 LESSONS

    Performing a SWOT Analysis


    • What Does SWOT Stand For?
    • What Should It Consider?
    • Example: Sample SWOT Analysis
    • Using the SWOT

  • MODULE 15 • 2 LESSONS

    Measuring Brand Health with a Balanced Scorecard


    • About the Balanced Scorecard
    • Scorecard Example

  • MODULE 16 • 3 LESSONS

    Middleton's Brand Matrix


    • Understanding the Matrix
    • Using the Matrix
    • A Matrix Analysis

  • MODULE 17 • 2 LESSONS

    Interpreting Evaluation Results


    • Signs of Trouble
    • Choosing a Course of Action

  • MODULE 18 • 10 LESSONS

    Keeping the Brand Alive


    • When to Refresh?
    • Brand Refreshes
    • Re-Launching the Brand
    • Taking on a Total Re-Brand
    • Re-Branding
    • Re-Branding Your Company
    • Case Study: Revitalizing Acme Widgets Inc.
    • Case Study Questions, Part 1
    • Case Study Questions, Part 2
    • Discussing the Case Study

  • MODULE 19 • 4 LESSONS

    Going Beyond the Brand


    • Understanding Brand Architecture: Umbrella or Family Brand
    • Understanding Brand Architecture: Endorsed Brands
    • Understanding Brand Architecture: Individual Brands
    • Understanding Brand Extension

  • MODULE 20 • 7 LESSONS

    Personal Action Plan


    • Starting Point
    • Where I Want to Go
    • How I Will Get There
    • Course Summary
    • Recommended Reading List
    • Post-Course Assessment
    • Course Completion

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