A key takeaway from this course was learning to express a brand's essence through tight, engaging language. In the Brand Identity and Messaging assignment, I defined a company's core attributes at the same time I questioned my own messaging. I answered the essential questions: Who are you? What do you do? Why does it matter? These first three steps of the branding exercise led to an important fourth step: making sure all of the above resonates with the target audience while maintaining consistency across various platforms.
Another crucial skill I refined was developing a brand’s unique voice. By identifying human personality traits associated with brands, I compared a company’s brand persona to a well-known fictional character, which helped solidify its identity. The digital presentation assignment, in the style of PechaKucha, reinforced my ability to communicate a brand’s voice efficiently and effectively, further refining my storytelling approach in digital formats.
The assignment for developing a brand story was interesting, as it needed a profound analysis of a brand's emotional aspects. I used online tools to help identify brand archetypes, I identified the brand's archetype and explored how emotional connections help create brand loyalty. I don't think I ever thought this deeply about any one brand's story. It has forced me to consider (1) the consumer's psychology when it comes to interacting with a brand and (2) the types or kinds of narratives I write.
I combined my learning in the brand strategy project, where I took research based insights and analyzed them to understand the entire customer experience. This project was large. It required me to think about not just the here and now, but also the life cycle of a brand. The strategies I learned, and the concepts I studied, are needed for anyone who wants to work in marketing or brand management. The project was like a puzzle, full of pieces that were all interconnected in some way. I needed to apply everything I had learned up to that point.
This course has greatly increased my understanding of branding, digital storytelling, and strategic positioning. Going forward, I intend to apply these insights in a professional capacity, honing brand messaging, using emotional storytelling in marketing campaigns, and ensuring consistency in brand identity across all platforms. This course has been a good learning experience, making me even more capable of crafting impactful brand narratives and strategies.
