Brand Strategy Workshop
Part workshop, part masterclass—our Brand Strategy Workshop unveils the secrets to building a brand that resonates with your audience, stands out in the market, and ultimately drives revenue growth. In this online, on-demand program, I’ll guide you step-by-step through creating a brand strategy tailored to your unique business goals and designed to grow your bottom line.
We’ll explore the core elements of brand strategy: brand purpose, brand promise, brand pillars, brand persona, and brand positioning. By the end of the course, you won’t just understand these essential concepts—used and leveraged by industry-leading companies—you’ll have built them for your own business. Plus, you’ll walk away with a practical playbook to bring your strategy to life and achieve measurable results.
Through expert-led video sessions, hands-on workshops, and real-world case studies, and AI prompts, you’ll gain the tools and insights to craft a compelling brand strategy that sets your business apart. Accessible anytime, anywhere, this course is designed to fit seamlessly into your schedule and accelerate your success.
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Course Intro
In this lesson, we will quickly touch on what brands are, how they are built, and how we need to think about using our brand strategy across our business to grow our bottom line.
In this lesson, we will quickly touch on what brands are, how they are built, and how we need to think about using our brand strategy across our business to grow our bottom line.
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Brand House Framework
In this lesson, I explain the Brand House Framework, a tool detailing the various layers of your brand strategy: purpose, promise, pillars, persona, and positioning.
In this lesson, I explain the Brand House Framework, a tool detailing the various layers of your brand strategy: purpose, promise, pillars, persona, and positioning.
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Crafting your Brand Purpose
Here, we explore what a brand purpose is, how it impacts your entire business, how best-in-class brands have implemented theirs, and how you can harness your brand purpose for success. We'll then guide you step by step in creating your own brand purpose and show you how to effectively integrate it into your company.
Here, we explore what a brand purpose is, how it impacts your entire business, how best-in-class brands have implemented theirs, and how you can harness your brand purpose for success. We'll then guide you step by step in creating your own brand purpose and show you how to effectively integrate it into your company.
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Developing a Brand Promise
In this lesson, we will explore what a brand promise is, why it is essential for your business, how to use it, and how to draft your own.
In this lesson, we will explore what a brand promise is, why it is essential for your business, how to use it, and how to draft your own.
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Building your Brand Pillars
In this lesson, we’ll explore and develop your brand pillars. These are the values that define your brand and that consumers experience as part of your brand. It’s the “how” in bringing your brand to life.
In this lesson, we’ll explore and develop your brand pillars. These are the values that define your brand and that consumers experience as part of your brand. It’s the “how” in bringing your brand to life.
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Creating a Brand Persona
In this course you will learn what a brand persona is, why it's crucial for your brand, and how to create one that aligns to building your brand story. Discover how your brand persona shapes your identity, voice, and style, influencing customer relationships and creating those emotional connections.
In this course you will learn what a brand persona is, why it's crucial for your brand, and how to create one that aligns to building your brand story. Discover how your brand persona shapes your identity, voice, and style, influencing customer relationships and creating those emotional connections.
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Brand Positioning Overview
In this lesson, you will learn what brand positioning is, why you need to define it, and how to use it as a tool for your company. You will architect how you want your brand to be perceived in the minds of your target audience while differentiating your business from the competition.
In this lesson, you will learn what brand positioning is, why you need to define it, and how to use it as a tool for your company. You will architect how you want your brand to be perceived in the minds of your target audience while differentiating your business from the competition.
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Finalizing your brand strategy
Now that you’ve learned about the layers of the brand house and have developed your brand strategy, we will finalize your work to begin integrating your brand strategy into your business!
Now that you’ve learned about the layers of the brand house and have developed your brand strategy, we will finalize your work to begin integrating your brand strategy into your business!
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Your Instructor
Meet Liz, a seasoned brand expert with 15+ years of branding experience working with top brands and start-ups across diverse industries. From Fortune 100 giants to high-growth startups and locally owned businesses, Liz has honed a framework that empowers any business, regardless of size, to leverage their brand for business success.
A bit more about Liz: Trained in the marketing halls of Target, she brings a wealth of brand-building knowledge from one of the world's most iconic brands. Her career highlights include creating and launching a top-grossing alcohol brand in the Midwest, shaping the product marketing division of a tech-driven wellness startup (eventually acquired by Virgin), leading brand strategy for numerous celebrity-endorsed products, and having her first-ever brand launch receive the elusive "trending" status on X (formally known as Twitter). Most recently she led the brand and marketing team for a $400 million VC-backed startup, which she built from the ground up. She led the company's rebrand and guided the marketing team to deliver multimillion-dollar revenue contributions in the first 10 months. Under her leadership, they also achieved the top spot for share of voice for privately held companies in the competitive set.
Join Liz in exploring how your brand can drive business success.