Creation of an Attractive and Responsible Brand

Julieta Tello opens the course by telling you a bit about herself, her extensive career in marketing, and how she made the leap to managing her own business. She also shares a few examples of brands that inspire her.

Take the first step towards building your brand by completing a business model canvas where you outline your purpose, market opportunity, objectives, and the positive impact you'd like to have on the world.

Julieta then teaches how to create a brand positioning strategy by defining your target audience as well as the personality, values, and beliefs of your brand.

Identify the functional, emotional, and social benefits of your product to see if they align with your brand's characteristics. Then, find what makes your brand unique and gives it a competitive edge.

Once you've built the foundation, it's time to create your marketing plan using a simple yet highly effective approach. Set the goals for your business and establish its strategic pillars to build a brand that can grow in the future without losing sight of your positioning. Discover why you need a well-designed product and services portfolio, an efficient sales strategy with prices and discounts, and a thorough understanding of sales channels to increase your brand's probability of success.

Next, put together a communication strategy with objectives, a target audience, and a plan to reach that audience which includes the message you want to send and the type of content you want to create. Learn how to set a budget for your plan and a timeframe to implement it.

To wrap up the course, Julieta shows you how to measure your results (which isn't just the number of zeros in your bank account) and shares some final tips to ensure success for your brand.