Branding, Marketing & Reputation Microcourses
Branding, marketing and reputation work together, but they are not the same thing. Branding is who you are and how people recognize you. Marketing is how you understand, reach and keep customers. Reputation is what people believe about you, earned through what you do.
100 topic areas across 16 groups. Each one is drafted as a single microcourse: concept → framework → practical workflow → one deliverable → how to measure it.
These are roadmap drafts, not produced courses. Durations, prices and launch dates will be set once a course is actually recorded. Any case studies used in a course will be labelled as illustrative examples.
Each area also has a free webinar topic you can vote for
1. Brand Fundamentals
Define Your Brand Purpose, Promise and Values
Problem: The business has a logo but no shared idea of what the brand stands for.
A brand foundations sheet: purpose, mission, vision, values, promise and essence.
Frameworks: Kapferer's Brand Identity Prism · Positioning Statements · Points of Parity and Difference · Value Proposition Canvas
Measured by: Aided and unaided awareness · Brand associations · Relevance
2. Brand Research & Auditing
Run a Brand Audit Across Your Touchpoints
Problem: Brand decisions are made on internal opinion without checking how customers see the brand.
A touchpoint audit, customer-perception summary and brand gap analysis.
Frameworks: Kapferer's Brand Identity Prism · Positioning Statements · Points of Parity and Difference · Value Proposition Canvas
Measured by: Aided and unaided awareness · Brand associations · Relevance
3. Brand Positioning & Category Strategy
Write a Positioning Statement with a Perceptual Map
Problem: The brand sounds like every competitor, so customers compare on price alone.
A perceptual map, points of parity/difference and a tested positioning statement.
Frameworks: Positioning Statements · Perceptual Maps · Points of Parity and Difference
Measured by: Aided and unaided awareness · Brand associations · Relevance
4. Value Proposition & Differentiation
Build a Value Proposition with Proof Points
Problem: Claims of being "best quality" or "customer-first" convince no one without evidence.
A value proposition canvas, benefit ladder and a proof-point library.
Frameworks: Value Proposition Canvas · Jobs to Be Done · Benefit Laddering
Measured by: Aided and unaided awareness · Brand associations · Relevance
5. Brand Strategy & Growth
Test a Brand Extension Before You Launch It
Problem: New products get launched under the brand without checking whether the brand can stretch.
A brand platform, extension-fit scorecard and a 12-month brand roadmap.
Frameworks: Kapferer's Brand Identity Prism · Positioning Statements · Points of Parity and Difference · Value Proposition Canvas
Measured by: Aided and unaided awareness · Brand associations · Relevance
6. Brand Architecture & Portfolio Management
Map Your Brand Architecture and Naming Rules
Problem: Sub-brands and product names multiply until customers can't tell how offerings relate.
A brand architecture map, portfolio roles and naming-hierarchy rules.
Frameworks: Brand Architecture Models · Brand Archetypes · Brand Personality Framework · Messaging Hierarchy
Measured by: Brand associations · Message recall · Perceived quality
7. Brand Naming & Nomenclature
Generate and Screen a Name Shortlist
Problem: Names get picked by vote, then fail on pronunciation, domain or trademark checks.
A naming brief, screened shortlist and a domain/handle check (trademark clearance stays with qualified counsel).
Frameworks: Brand Architecture Models · Brand Archetypes · Brand Personality Framework · Messaging Hierarchy
Measured by: Brand associations · Message recall · Perceived quality
8. Brand Personality, Culture & Symbolism
Define a Brand Personality with Archetypes
Problem: The brand feels generic because it has no consistent character or emotional tone.
A brand archetype choice, personality traits and a cultural-sensitivity checklist.
Frameworks: Brand Archetypes · Brand Personality Framework · Kapferer's Brand Identity Prism
Measured by: Brand associations · Message recall · Perceived quality
9. Verbal Identity & Messaging
Build a Messaging House and Tone-of-Voice Guide
Problem: Every writer uses a different tone, so the brand sounds like several companies.
A messaging house, tone-of-voice guide with examples and a terminology list.
Frameworks: Brand Architecture Models · Brand Archetypes · Brand Personality Framework · Messaging Hierarchy
Measured by: Brand associations · Message recall · Perceived quality
10. Brand Storytelling & Narrative
Write Your Brand Story with Evidence, Not Hype
Problem: Brand stories feel invented or exaggerated, which erodes trust instead of building it.
An origin story, a customer transformation story and an evidence check for every claim.
Frameworks: Brand Architecture Models · Brand Archetypes · Brand Personality Framework · Messaging Hierarchy
Measured by: Brand associations · Message recall · Perceived quality
11. Visual Identity
Create a Mini Visual Identity Kit
Problem: Colours, fonts and logo versions vary across every asset, weakening recognition.
A visual identity kit: logo versions, colour palette, type scale and photo direction.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
12. Distinctive Brand Assets & Memory
Audit and Test Your Distinctive Brand Assets
Problem: Ads get seen but attributed to competitors because the brand has no distinctive cues.
A distinctive-asset grid, recognition-test plan and category entry-point list.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
13. Sensory, Sonic & Motion Branding
Define Motion and Sound Principles for Your Brand
Problem: Videos and apps use random animations and music that don't feel like the brand.
A motion-principles sheet, sonic-identity brief and a sensory consistency checklist.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
14. Packaging, Retail & Spatial Branding
Redesign a Pack Front with a Clear Hierarchy
Problem: Packaging looks busy, so shoppers can't find the brand or the key benefit in seconds.
A packaging hierarchy brief, pack-front layout and a shelf-visibility test.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
15. Digital Brand Experience
Audit Brand Consistency Across Your Digital Channels
Problem: Website, social profiles and emails each look like a different company.
A digital brand audit, component checklist and accessibility fixes list.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
16. Brand Experience & Service Design
Design a Signature Customer Experience Moment
Problem: Marketing promises one experience while customers receive a different one.
A touchpoint map, experience principles and one designed signature moment.
Frameworks: Distinctive Asset Grid · Customer Journey Maps · Service Blueprints
Measured by: Logo recognition · Distinctive-asset recognition · Customer satisfaction
17. Personal, Founder & Executive Branding
Write Your Expert Positioning and Professional Bio
Problem: Professionals are skilled but invisible because their expertise isn't clearly positioned.
An expertise positioning line, three-length bio and a 90-day visibility plan.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
18. Corporate & Institutional Branding
Write a Corporate Narrative for Your Stakeholders
Problem: The company is known for products, but investors, partners and recruits don't know what it stands for.
A corporate narrative, stakeholder message matrix and a corporate–product brand map.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
19. Employer & Internal Branding
Write an Employer Value Proposition Grounded in Reality
Problem: Job posts promise a culture employees don't recognize, so good candidates don't apply or don't stay.
An EVP based on employee input, recruitment message set and a career-page checklist.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
20. Product & Service Branding
Build a Benefit Hierarchy for a Product Line
Problem: Products in the same line compete with each other because their roles aren't clear.
A product-family map, benefit hierarchy and consistent naming rules.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
21. Co-Branding, Licensing & Partnerships
Score a Brand Partnership for Fit and Risk
Problem: Brand collaborations are agreed on excitement, then clash on values or execution.
A brand-compatibility scorecard, partner identity rules and an approval workflow.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
22. Global, Regional & Local Branding
Localize a Brand Message for a New Region
Problem: Direct translations miss local meaning, or local teams drift away from the brand.
A transcreation brief, localized message set and global–local guideline rules.
Frameworks: Positioning Statements · Stakeholder Mapping · Employer Value Proposition
Measured by: Awareness among target stakeholders · Consideration · Candidate and partner response
23. Rebranding & Brand Evolution
Plan a Brand Refresh and Rollout
Problem: Rebrands are launched as a new logo, confusing customers and wasting existing brand equity.
A refresh-vs-rebrand decision, migration checklist and stakeholder launch plan.
Frameworks: Keller's Customer-Based Brand Equity Model · Aaker's Brand Equity Model · RACI
Measured by: Awareness · Consideration · Preference
24. Brand Equity, Valuation & Performance
Set Up a Simple Brand-Tracking Survey
Problem: Brand spending is cut first because nobody can show what the brand is worth.
A brand-funnel tracking survey, baseline results and a brand-health dashboard.
Frameworks: Keller's Customer-Based Brand Equity Model · Aaker's Brand Equity Model
Measured by: Awareness · Consideration · Preference