Strategic Branding Identity and Brand Experience Short Course

Topics covered

The course will combine a series of short lectures, mini-workshops, hands-on demonstrations and exercises to highlight key aspects, alongside the running of one creative brief taken through all design stages. All taking place in a supportive environment with tutor/peer feedback and critiques.

• The fundamentals of branding strategy and design
• Brand positioning, brand promise, core values, brand vision, mission and purpose, brand personality, brand essence
• Brand naming, brand visual language, tone of voice
• Brand identity: logo design, basic brand identity elements, (typography, colour, form), brand guidelines, brand applications
• Adaptive and dynamic brand identity systems
• Brand expression: brand touchpoints, media (digital, print, physical)
• Basic principles behind UI/UX
• Brand storytelling and messages, verbal branding
• Brand experience: customer journey, branded environments
• Basic principles behind digital / social media branding
• Audience engagement: social media, marketing and advertising campaigns
• Brand management: brand guidelines, brand management (introductory)

A shorter version of this course comprising of 8 sessions is also available. This version will cover the following topics only:

• The fundamentals of branding strategy and design
• Brand positioning, brand promise, core values, brand vision, mission and purpose, brand personality, brand essence
• Brand naming, brand visual language, tone of voice
• Brand identity: logo design, basic brand identity elements, (typography, colour, form), brand guidelines, brand applications
• Adaptive and dynamic brand identity systems
• Brand expression: brand touchpoints, media (digital, print, physical)
• Basic principles behind UI/UX
• Brand storytelling and messages, verbal branding
• Brand experience: customer journey, branded environments
  
  

Learning outcomes

• Acquire a clear understanding about the strategic principles in branding
  
• Have a good knowledge of the brand identity design process
  
• Be better equipped to create, express, communicate your own brand and engage audiences
  
• Digital badge and certificate of attendance
  
  

Materials

On campus

• Pen
• Pencil
• Eraser
• A4 (or A3) note pad or sketchbook
• Black fine-liner pen

It is recommended that students bring in their own Laptop for the last part of the course.

IMPORTANT - Adobe ID Login for Short Course Students

Students will need to create an account with Adobe (unless you already have one) to access the Adobe suite at the college – instructions are included below. You will need to use a personal email address to create this. If you already have an account with Adobe, please make sure you bring your login details with you on the first day of the course.

Please note:

• Creating an Adobe account is free
• The software will only be accessible when logged into a UAL networked computer
• The same account can be used outside of the University, but software will only be accessible through a personal paid subscription that students will need to set up independently
• You can still create an account on the day but doing this beforehand will save time and avoid delays to the start of the class.
• If you already have an Adobe ID/ subscription you can use this on your short course rather than setting up a new account

Online

• Pencil & Eraser
• A4 (or A3) note pad or sketchbook
• Black fine-liner pen

If you are taking this course online, please see our Guide to taking online short courses.