Why do people wait hours in line to purchase the newest iPhone? Or shell out top dollar for Nike Shoes? The psychology behind ‘brand personality’ is the answer. Your preference for certain brands is not random. These brands are engineered to appeal to you and others with similar desires. Forming deep connections to people's emotions is how major brands dominate their markets and gain loyal customers. This branding course explores strategies that you can use to build brand personality and thus evoke and sustain customer loyalty.

Our first section shows how using the media can influence brand visibility and explains why building a personal brand is important. We then define ‘brand authenticity’ and show you how to create a brand that is perceived as ‘authentic’ by potential customers. We lay out four key elements on which to focus your marketing efforts.

The course’s last section outlines practical steps you can take to deal with or handle customer service mistakes to let you win back your audience's trust. Finally, we explore the concept of rebranding and its ability to transform your business. This course is suited to anyone who wants to optimise their personal or business branding efforts and grow a loyal customer base or online presence. We draw on marketing principles and strategies and link them to branding practices to help you to establish a brand personality that inspires customer loyalty.