Every organisation needs to differentiate its brand and plan how to promote it - but very few have the marketing budgets to commission branding, or ad agencies to provide the strategic thinking that will ensure success.
Whether you’re a startup about to launch a new product or service, or an established company looking to revamp an existing one, Barnaby Benson’s masterclass will provide you with the tools and know-how to plan how to position your brand and then get it noticed.
An experienced marketing and branding professional, Barnaby will take you through the qualities that define a brand - its purpose, positioning, personality and values - and help you develop your core proposition: what your brand offers that’s compelling and unique.
As if that wasn’t enough, you will also learn how to choose the marketing communication tools that will achieve the maximum impact from a modest budget, looking at how successful challenger brands have used visual and verbal identity, packaging, websites, online advertising, traditional advertising, sales emails, social media, events and PR.
You will leave this unmissable masterclass with a clear positioning statement for your product or service, and a marketing communication plan that sets out how you’re going to promote your brand.
Course Content
- Strategy: defining your business purpose, assessing the market characteristics, identifying your target audience and setting your marketing objectives
- Define your brand model: purpose, positioning, values, personality and proposition
- Communications strategy planning: by looking at examples of brands that have achieved success through smart, selective use of two or three types of marketing communications, you’ll see their potential. Then, you’ll plan what would work best for your brand. We’ll look at: visual identity, tone of voice, websites, social media, blogs/newsletters, traditional and online advertising, sales emails, packaging, events, sponsorship and public relations.
- Completing your communications brief and implementing the plan: you’ll learn what information you need to prepare powerful communications and a clear brief – either for your own use or to brief your suppliers.
This course is for ...
- Owners, managing directors and marketing managers of small to medium-sized organisations, start ups and not-for-profits who want to differentiate and define their brand, then develop a low-budget – but impactful – marketing communications strategy.
- HR professionals who want to articulate their employer brand and plan an internal marketing communications campaign to influence employee perceptions, attitudes and behaviour.
Course preparation
- You need to have a brand you want to promote.
- Attendees should identify three brands they admire - one of which should be from their market.
Tutor Profile
Barnaby Benson is a brand communications writer and strategist, trusted by many consultancies to help create and develop distinctive brands. His clients have included Investec for The Partners, Old Mutual for Brand Union and Barclays for Landor, plus Imperial College Business School for OPX. Before setting up his own agency, Barnaby was an advertising agency account director for 10 years, involved in planning and creating campaigns for a wide range of products and organisations. He and his colleagues write a blog on copywriting and communications. You can find out more at www.barnabybenson.com.
You will be sent a link to the webinar 2hrs before the start time of 10am (BST).
Course Details
- Date: Monday 11 October 2021
- Time: 10am-4pm (BST)
10am BST | 11am CEST | 2am PDT | 5am EDT
This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.
You will be sent a link to the webinar two hrs before the start time. Please email masterclasses@theguardian.com if you have not received the access link within one hour of the scheduled start time.
All Guardian Masterclasses are fully accessible but please contact us at masterclasses@theguardian.com if you have any queries or concerns.
Full course and returns information on the Masterclasses website
