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Brand Strategy Workshop

at General Assembly - FINANCIAL DISTRICT

Course Details
Start Date:

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225 Bush St 5th Fl East Entrance
Btwn Sansome & Montgomery Streets
San Francisco, California 94104
A computer will not be provided.
Purchase Options
Class Level: Beginner
Age Requirements: 18 and older
Average Class Size: 20
Teacher: Rob Meyerson

What you'll learn in this branding training:

What is a brand? What makes one brand better or stronger than another? How and why does branding work?

This workshop starts to answer those questions by providing an overview of brand strategy (brand positioning, architecture, naming, and logo design).

After the workshop, you’ll understand some of the concepts, strategies, and tactics that brand strategists use to build strong and valuable brands. You’ll know what it takes to build your own brand and have deeper insight into what other brands are doing right or wrong.

  • Definitions and distinctions between terms like brand, branding, brand strategy
  • Three sources of input required for any brand strategy
  • Brand positioning and components of a brand platform, including brand essence, brand personality, brand pillars
  • How a brand strategy does/should impact actions and tactics
  • Three high-level brand architecture frameworks
  • Organizing principles and how they’re used in brand architecture
  • Verbal identity, including brand naming, brand voice, and messaging
  • Naming: how it’s done, what makes a good name, common pitfalls (and how to avoid them)
  • What comprises a visual identity system, including logo, color palette, typography
Prereqs & Preparation
This workshop is ideal for beginners starting out to launch a new brand or idea, business-owners or those starting-up new businesses, or designers and communications professionals from all levels and areas.

School Notes:
For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.

Still have questions? Ask the community.

Refund Policy
If you can't make it to a class/workshop, please email us at [email protected] at least 7 days before the scheduled event date. No refunds will be given after this timeframe.


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School: General Assembly

General Assembly

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.

What began as a co-working space in...

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