Learning Outcomes

Upon successful completion of this course, you should be able to:

• State the principles of developing a brand that uses excellent product quality and customer experience to compete instead of price
• List the major steps and processes customers go through while they interact with a new brand
• Analyze your customers' wants, needs, pain points, desires, and limitations
• Define a ‘unique selling proposition’ that markets your product to customers
• Recognize a brand’s vision, mission statement and story
• Arrange your brand’s visual elements, including logo, colours and product photography
• Outline the role of human psychology and perception of a brand’s visual presentation
• Explain how branding works as a complete and cohesive system rather than separate parts
• Discuss the core principles of developing a successful and likable small business brand