Introduction to Brand Strategy

Start the course getting to know Alejandro Pascalis, who explains how he became a Brand Strategist before talking about his career showing you some of his references.

Learn what a brand is beyond a logo, the elements that make it up, the importance of working on it and properly defining its graphic representation based on the user's understanding.

You will define the problem that the brand seeks to solve, identifying the ​​opportunities that exist, profiling the user and building a value proposition that is sustainable for the brand, as well as attractive and strategic.

Work on the Brand Wheel, defining the personality, values, ​​and tone (both visual and voice). Learn various naming techniques until you find your brand name.

Understand the brand identity materials that you will focus on. Alejandro shares a format for you to materialize the design and graphic style, and to align your vision with that of your client. In addition, Alejandro teaches you how to organize everything in a strategic brand document in order to share it with any other designer who becomes part of the design team.