Strategic Planning for Brand Building
4.8
(8 ratings)
3 Weeks
·Cohort-based Course
Level up as a leader with the tools you need to build a world class brand.
Strategic Planning for Brand Building
4.8
(8 ratings)
3 Weeks
·Cohort-based Course
Level up as a leader with the tools you need to build a world class brand.
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Course overview
Build a brand marketing approach, that actually works.
So you're a brand leader. Now what? Build a foundation that earns you internal alignment and disproportionate return for your investments. You’ll leave the course with the know how to approach building any brand, and an actionable marketing plan for your own.
Who is this course for
01
First time leaders. You know where you want the brand to go, but are looking for support with best practices & tools to get there.
02
Pragmatic marketers, learning by doing, who want to make sure their approach to brand marketing will have impact.
03
Brand leaders struggling to find alignment with their CEO (or exec partner). We've all been there.
What you’ll get out of this course
Articulate long and short term success for your brand.
The first step in a killer plan is defining where you want to go thats easy for everyone in the company to understand.
Identify key insights to understand the landscape and ensure your work resonates.
Sometimes the coolest ideas are not actually the most impactful. Uncover industry and cultural insights to ensure your approach and activities resonate with your audience to drive your intended outcomes.
Create focus through defined initiatives.
You can't do everything all at once, and it's hard to communicate everything you're doing to everyone. Determine where you'll focus, and why, to set up a year of activities.
Build tactics that earn disproportionate return. And then measure it.
Your tactical approach represents the calendar year, and your financial investment. Define activities that work together, in order to earn the greatest return — filling your brand with meaning and providing measurable impact.
Deliver a clear narrative for easy internal alignment, that contextualizes all your team's activities.
You'll leave with a template and takeaway to ensure key stakeholders understand and align to your plan.
Strategic Planning for Brand Building
What people are saying
Kathryn Fox
Mo Said
Alexis Santoro
Sonia Martin
Alex Spunt
Patrick Moore
Carly Valancy
Candice Lee
Meet your instructor
Ayni Raimondi Vienna
Brand Marketing Executive & Consultant
Formerly a marketing leader at Airbnb, Everlane, and Match Group. Ayni has spent the last 20 years building brands that consumers love (and love to talk about), disrupting the status quo, and earning cultural conversation. No stranger to the challenges of building from the ground up, going from being well loved by a few to the many, or restarting momentum with a rebrand, Ayni has learned by doing and approaches brand building in a pragmatic way based on experience.
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Strategic Planning for Brand Building
What we'll cover
01
Current state of affairs & where you want to go
How to define current state of the business, state of the brand, and your addressable market. How to define long term and near term brand goals. We'll build a snapshot view that everyone can align on.
02
Key insights & cultural calendar
How to identify the insights that will inform your strategy. Put to work these cultural and audience insights to ensure your brand activities resonate and your investments make impact.
03
The path forward through initiatives
Stop trying to cram in everyone's tactical asks and have that be the mish mash plan. Instead, create focus and prioritize by defining your annual key initiatives. All other activities will ladder up to these.
04
The Tactical Plan
Learn how to build tactical plans & measurement frameworks side by side to ensure a wholistic approach to your investments.
05
Delivering a narrative for easy alignment
Surprise, you've got a clear and easy to share deliverable. We'll go over the best approach to getting feedback and buy in, so your energy can shift to getting sh*& done.
Course schedule
4-6 hours per week
Intro to the course
First Wednesday 11:30a-12p PST
A quick one to meet each other and introduce the course.
Workshops
10:30a - 12:00p PST
Each Wed and Friday for 90 mins each we'll go deep on a topic.
Homework
1-3 hours per week
You get in what you put in. This is your time to create work that your peers and instructor can share feedback on, workshop with you, and turn into your final deliverable.
Weekly office hours
Mondays 10-11p and 4-5p PST
Optional office hours to book 10-20 mins one on one with Ayni, or join group conversations.
Frequently Asked Questions
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
Will my company pay for this?
I'm in between jobs, but want to gain the experience. Is this a fit?
Is my brand big enough? Is this for small business owners?
Do you have scholarships?
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Want to learn more?
Sign up to connect with Ayni and learn about upcoming offerings