Brand Strategy Fundamentals for Marketing Professionals
Selicia Richards-Turney
Strategy Director at Chill Create
Strategy without the guesswork: the thinking, framework & the tools
Once you have it, you will stop defending your work on taste & start backing it with evidence.
Too many brand, marketing & creative professionals are expected to:
Design the identity
Write the copy
Build the campaign
Plan the media
....without real insights.
You do what you can to get the work done - Reddit threads, insights from articles, social media & McKinsey reports. You rush through the foundations because the deadline is already live & you have to get moving.
You present your strategy and it gets pulled apart, not because you're not good at what you do but because you're running in execution mode only.
The chaos is not a you problem. That's a strategy problem.
When there's no strategic foundation, every decision becomes subjective. Anyone in the room can push back.
Street Wise Logic - the 3-step brand strategy framework gives you the process to change that.
A discovery phase that indicates what product, comms, culture challenges you need to solve
A custom built AI-powered brand research tool that finds that core tension that you need to really build a brand
A repeatable system for turning insight into strategic decisions.
That's when you become the most strategic person in the room.
What you’ll learn
You'll think like a senior strategist, run a structured brand strategy, see the real ROI of brand love, build AI tools to enhance your work
How to tell the difference between brand activity and genuine brand strategy and why that distinction changes every decision you make
How to identify where a brief is actually breaking down before you start building the strategy
How to apply a consistent diagnostic lens across any project, client, or organisation
How to use the Street Wise Logic three-stageframework: - Discovery, - Strategy, - Execution as a repeatable system on any brief
How to move through each stage without losing the strategic thread that connects them
How to build a strategy that holds up under scrutiny and subjective opinion by focusing on data and insights
How to design a research approach: qualitative, quantitative, and desk research that answers the right questions, not just the easy ones
How to use the Street Wise Logic AI research tool to generate market and audience intelligence in hours rather than weeks
How to synthesise what you find into insight that changes a brief, not just describes a market
How to move from research and insight to a positioning recommendation using the Street Wise Logic strategy foundation template
How to develop value proposition and messaging architecture that's grounded in discovery, not assumption
How to pressure-test your strategy with peers and refine it in real time before it goes anywhere near a stakeholder
How to train a custom AI tool on your own strategy examples, briefs, and brand language
How to use it to run the full Street Wise Logic process on any future brief without starting from scratch
How to brief execution — comms, product, media — directly from your strategic foundation so nothing gets lost in translation
Connecting brand strategy to commercial performance, customer acquisition, retention, ^ business growth, in language that lands with leaders
How to demonstrate brand's influence across product, design, marketing, and organisational behaviour
How to make the case for brand investment with evidence, not just conviction
Learn directly from Selicia
Selicia Richards-Turney
Strategy Director & Agency Partner at Chill Create & Co-Founder at Power Circles
Who this course is for
An in-house Brand or Marketing Manager ready to move from execution into strategy
A freelance brand strategist or consultant who wants to formalise their process, charge accordingly and deliver work that changes the game
An agency creative or planner who's been doing brand work but has never had a proper strategy framework to hang it on
Prerequisites
At least 3–4 years of experience in brand, marketing, or a creative role
If you've been in the industry less than 2 years, this course will be more useful after you've had more context to apply it to.
You need access to the most popular LLM models: Claude, Chat GPT, Gemini
Some light familiarity with the tools are needed in order to pick up the custom tool builds with out an explanation on how LLMs work
Prepare a project or brief you want to work on for day 1 homework
Real or invented. The more genuine it is, the more useful your Brand Strategy GPT will be at the end. W
What's included
Live sessions
Learn directly from Selicia Richards-Turney in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
Week 1
The Thinking
Week 2
The Build
Schedule
Live sessions
3 hrs / week
Sessions are live, with group tasks. You will get more out of this course if you attend in real time. Sessions will be recorded for anyone who misses the live session.
Homework Project - End of Day 1
2-4 hrs / week
Before Day 2, you'll take a real project. Your own or one you invent through the full Discovery stage using the Street Wise Logic AI research tool. You'll write your own Strategic Brief & begin identifying the brand pillars & language that feel true to the brand. The more genuine the project the more powerful your Brand Strategy GPT build will be.
Post Course - 2 Week Strategy Challenge
4-6 hrs / week
This course doesn't end on Day 2. The real test is what you do with the framework the following weeks. Apply Street Wise Logic to a real brief from your own work or client roster & submit three things: your strategy, the brief, the insight, and the positioning you built from it; adding in one decision you made differently because of the framework.
Frequently asked questions
$785
USD