Strategic Planning for Brand Building

Level up as a leader with the tools you need to build a world class brand.

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Hosted by

Ayni Raimondi Vienna

Brand consultant and former marketing executive at Airbnb, Everlane, Match Group

Ayni Raimondi Vienna

Brand consultant and former marketing executive at Airbnb, Everlane, Match Group

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

First time leaders. You know where you want the brand to go, but are looking for support with best practices & tools to get there.

Pragmatic marketers, learning by doing, who want to make sure their approach to brand marketing will have impact.

Brand leaders struggling to find alignment with their CEO (or exec partner). We've all been there.

First time leaders. You know where you want the brand to go, but are looking for support with best practices & tools to get there.

Pragmatic marketers, learning by doing, who want to make sure their approach to brand marketing will have impact.

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.

What people are saying

Ayni is an expert in building comprehensive and wholistic brand strategy. More importantly, she does it in a way that inspires, is easy to understand, and is sprinkled with humor and joy.

Kathryn Fox

Global Experiential Marketing at Airbnb

Big brand thinking can be taught. And I don't know who could teach you better than one of the best brand marketers there is.

Mo Said

Founder, Mojo Supermarket —Adage's Small Agency of The Year

Beyond being a global marketing leader building some of the most loved brands in the world, Ayni is a compassionate and thoughtful mentor who is approachable and direct. She is an expert in strategic marketing, regardless of the situation she always has a clear way forward. Any marketer is lucky to learn from Ayni.

Alexis Santoro

Director of Marketing at Patreon

Ayni demystifies the world of brand building, providing impactful insights, sunshine energy, and laser-sharp precision, always. When you work with Ayni you always start and leave with a smile.

Sonia Martin

Founder of Brew Creative, Former VP Design at Everlane

My background was totally non-traditional so I really learned so much from Ayni about the mechanics of brand marketing when we worked together. She was a great teacher, a trusted thought partner, and an all around delight of a human.

Alex Spunt

Chief Creative Officer formerly at Everlane

It's easy to get caught up feeling like we have to do everything or get in a reactionary mindset. Ayni helps break down all the possibilities into a strategic framework that gives focus. It's been a delight to work with Ayni. The course has already helped me get conversations going internally that had previously felt at a standstill.

Patrick Moore

Marketer at Eharmony

Ayni gave me language I knew I was looking for but didn't know how to find. This course was a game changer for stepping up as a leader at my company and moving into a more strategic role.

Carly Valancy

Marketer at Primer

Ayni is a true brand leader! As an instructor she effortlessly took what can be daunting and overwhelming and was able to break it down into smaller parts of a whole leading a comprehensive narrative. I was impressed with her ability to both develop and teach strategy to a cohort of marketers from startup to enterprise.

Candice Lee

Marketer at Waymo

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.

Course syllabus

7 live sessions • 9 lessons

Week 1

Jan 13—Jan 15

Jan

Introduction and Kickoff

Fri 1/136:00 PM—6:45 PM (UTC)

Kick off and pre-work

We'll kick off the course, meet your cohort, and go through the pre-work.

📄
Pre-work Guide

Week 2

Jan 16—Jan 22

Jan

Session 1: Part one - Current State & Goals. Part two - Key Insights & Cultural Calendar

Wed 1/186:00 PM—7:30 PM (UTC)

Jan

Session 2: The path forward through initiatives. Bonus section: funnel thinking

Fri 1/206:00 PM—7:30 PM (UTC)

Current state of affairs and where you want to go

Building an executive snapshot of your strategic narrative to kick off planning and build early alignment.

📄
Common goals
✍️
Snapshot homework Due 1/20
Submit by Jan 20

Insights & Cultural Calendar

Understanding your context to inform how you'll get to your goals.

📄
Cultural Calendar Template
📄
Example cultural calendar
📄
Common Initiatives

Marketing Funnel for planning

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Funnel view of channels

Initiatives

No module content yet

Week 3

Jan 23—Jan 27

Jan

Office Hours: AMA on topic to be determined

Mon 1/238:00 PM—9:00 PM (UTC)

Optional

Jan

Session 3: The Tactical Plan

Wed 1/256:00 PM—7:30 PM (UTC)

Jan

Office Hours: AMA on topic to be determined

Thu 1/268:00 PM—9:00 PM (UTC)

Optional

Jan

Session 4: KPIs and Narrative

Fri 1/276:00 PM—7:30 PM (UTC)

The Tactical Plan

Moving into the "how". How to meet your goals through a tactical plan built across channel, calendar, and the funnel.

📄
Tactical Calendar 2023
📄
Channel Overview - cheat sheet

Getting buy in along the way

No module content yet

The Narrative - as a deliverable

📄
Template for final narrative

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

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