Building a Brand that Connects
Northern School of Marketing: Short Course 3:
Course Description
Building a Brand that Connects is an inspiring, interactive course designed for modern marketers, business owners, aspiring professionals, and anyone eager to master the craft of brand strategy in a rapidly evolving marketplace. Whether you’re progressing from Understanding Your Customer or entering the world of branding for the first time, this course will give you the tools to create authentic, memorable brands that resonate with audiences, drive engagement, and build long-lasting value.
A strong brand is much more than a logo or a slogan—it’s a powerful story, a consistent personality, and a promise that connects emotionally with people. This course guides you through the art and science of building brands that stand out, engage deeply, and inspire loyalty. You’ll learn how to shape every aspect of your brand—its identity, voice, positioning, and reputation—through practical frameworks, case studies, and a hands-on approach.
Learning Objectives
By the end of the course, you will be able to:
- Define what makes a brand and articulate how identity, image, and promise work together.
- Craft a compelling brand vision and mission that guides your organisation and excites your audience.
- Develop an authentic brand voice and visual identity—from tone and language to colours, logos, and design choices.
- Position and differentiate your brand against competitors, creating a unique value proposition.
- Understand and influence customer perception, harnessing the power of storytelling and emotional connection.
- Create and manage brand assets that are consistent and adaptable across all channels.
- Implement practical strategies for brand growth, audit, and reputation management, including how to respond to challenges or crises.
- Measure branding effectiveness using key brand metrics and adapt to trends and customer feedback for continuous improvement.
Is This Course For You?
This course is ideal for:
- Marketing professionals and managers seeking to elevate their brand-building impact.
- Business owners and entrepreneurs wanting to craft a brand that supports business growth.
- Students and recent graduates preparing for roles in brand and marketing.
- Non-marketers and creative professionals (designers, communicators, product owners) who need a structured, practical understanding of brand strategy.
- Anyone looking for an actionable roadmap to create brands that stand out, connect, and endure.
How This Course Links with Previous Modules
If you’ve completed Introduction to Modern Marketing and Understanding Your Customer, this course is your natural next step. You’ve learned about marketing’s core principles and the importance of customer insight—now you’ll discover how to translate all that knowledge into a brand that embodies your values, purpose, and promise. Together, these courses form a robust journey from understanding markets and people to creating brands that bring meaning, trust, and advocacy.
Course Structure
The course is divided into three main modules, each with focused lessons:
| Module | Focus Area | Key Activities |
|---|---|---|
| Module 1 | Brand Foundations: Identity & Promise | Videos, worksheets, brand discovery exercises, readings |
| Module 2 | Brand Expression: Voice & Visuals | Brand voice design, visual toolkits, real-world analysis |
| Module 3 | Brand Connection: Positioning & Reputation | Positioning workshops, case studies, measurement tools |
Each lesson includes:
- Microlearning videos: Engaging, concise introductions.
- Long-form articles: In-depth readings and case histories.
- Practical worksheets: Apply brand-building to your own examples or case brands.
- Resource toolkits: Downloadable templates and style guides.
- Assessments: Short quizzes and creative tasks to consolidate learning.
Approach and Outcomes
Through practical exercises, peer discussion, step-by-step frameworks, and real examples, you will build the competence and confidence to create brands that aren’t just seen but felt—brands that turn customers into loyal advocates. Expect to leave the course with your own draft “Brand on a Page” strategy ready for real-world application.