Content Strategy: Build your Brand from Scratch

Begin by getting to know brand strategist and your teacher for this course, Laura Busche. She talks through her creative career and achievements, along with the influences that inspire her, from books to brands.

Learn how to create a brand manifesto that captures the essential themes and values of a brand. Discover what a brand storyboard is, then create one featuring a main character (your ideal customer), and the challenges they face. Develop your customer persona and use this, along with your brand’s principles, to find themes and keywords to focus on using Laura’s six-question technique. Bring everything together to create a clear positioning statement and brand promise.

Establish your brand’s personality, using examples of successful companies as your guide. Then decide on a communication style, including a general tone of voice as well as a set of scenario-specific tones. Write a series of scripts for situations you may encounter with your customers, as Laura guides you through how to empathize with their needs. Then, craft compelling content to support them throughout the customer journey.

Learn to set realistic, time-specific goals with your brand’s purpose in mind. Look at the channels available to you and which ones are most important for your brand identity and your objectives. Then decide on the type of content you want to create and build an editorial calendar for content production. Establish habits for sustainable success before bringing everything together to create a collaborative playbook that’s ready to share with team members and stakeholders.