Goal

At the end of this module, you should be able to develop a brand’s creative strategy and ensure visual, verbal, and experiential consistency.

Lessons

• Lesson One: Creativity and Value

  • Why creativity is linked to value and what it means for brand builders

• Lesson Two: What is a Creative Platform

  • The one framework you need to understand

• Lesson Three: Visual Brand Language

  • How to use visuals to your advantage

• Lesson Four: Verbal Brand Language

  • The integration of voice, story, taglines, and values

• Lesson Five: Experiential Brand Language

  • The power of signature brand experiences

• Lesson Six: Working Within Brand Guidelines

  • How to make them work for you

• Lesson Seven: Creative Campaign

  • Breaking down what is a creative campaign and the brief

• BONUS Lesson: Naming

  • A quick and basic rundown on how to name anything

Resources

• Template: Voice, story, and creative brief template

• Examples: Creative briefs behind some campaigns

• MtBA GPT: Creative Brief Coach