Branding – Flavilla Fongang

Why your brand is your most valuable long-term asset

The best product isn’t the key to dominating your market.

The strongest brand dominates.

In a crowded market, prospects have plenty of options that meet their rational needs.

And as your market matures, differentiating your product gets harder and harder. Features and services that once delighted customers become standard.

Yesterday’s innovation is tomorrow’s commodity.

To win your market, you need to move beyond your product. Beyond your prospects’ rational needs.

You need to develop a brand that forms an emotional connection.

Which is exactly what you’ll learn to do in this course.

Soon you’ll have the skills to create a winning brand strategy, stay relevant through market evolution and increase the lifetime value of your customers. All with a proven, repeatable formula.

After taking this course, you’ll…

• Create a winning brand strategy that aligns with the ultimate desires of your dream clients
• Position your company as the obvious choice for your prospects
• Develop a memorable brand personality and effective messaging
• Form a strong, credible brand identity that attracts, engages and sticks with your prospects
• Develop an effective brand ecosystem to increase client loyalty and lifetime value

Finally, a way to learn branding that doesn’t disappoint

Most books and resources on branding are a huge letdown:

• 300 pages of content that could be reduced to a single paragraph

• Overly simplistic, inactionable advice

• And worst of all, outdated examples with no relevance to your business

Not this course.

This course cuts straight to what’s important with actionable steps and relevant examples.

So you can develop a brand that attracts ideal clients, improves the effectiveness of your campaigns and thrives as your market evolves.

Learn to develop a winning brand strategy in 6 lessons:

1) Brand DNA: See how the most successful brands have used the brand DNA formula to scale nationally and internationally.

2) Brand soul: Learn the importance of having a brand vision and how to define your mission statement.

3) Brand positioning: Discover how to position your brand effectively to distinguish your business in a competitive market.

4) Brand messaging: Learn to create engaging brand messaging and brand experience through storytelling, personality and copywriting.

5) Brand identity: Learn how to choose logos, colors and fonts that align with your brand positioning and resonate with your prospects.

6) The magic of “Going Beyond”: Discover a unique approach to create a community of loyal clients and expand their lifetime value.

When you get your brand right, everything else gets easier

When you have a strong brand, you don’t need to have the best product. Just think about Starbucks: They may not have the best coffee in town, but they do have the longest lines.

With a strong brand, you don’t need to panic when competitors copy you.

They can copy your product, sure. But not your brand.

In other words, a strong brand can thrive through competitive challenges that put other brands out of business.

Once you’ve become a better brand strategist and applied this course’s lessons, the benefits — big and small — will ripple throughout your organization:

On a tangible level…

…your campaigns will become more effective with lower acquisition costs, shorter sales cycles and higher customer lifetime value.

On a not-so-tangible level…

…you’ll watch your team become more motivated as they work under a shared vision that they’re proud to be a part of. And eventually, your company will attract better talent.

Whether you want to expand internationally, or just want to increase your market share, this course will give you a complete formula to make it happen.

This course is essential for you if …

• You work in a B2C or B2B organization with average deal sizes of $10K and above
• You’re a CEO, CMO, or marketer who wants to grow your business value, attract bigger deals, reduce acquisition costs, shorten your sales cycle, attract high-value clients and develop a stronger company culture
• You want to improve your branding skills and learn new, effective marketing strategies

This course is NOT for you if…

• If you’re in a B2B with an average deal size much lower than $10K
• You are not looking to grow your business you represent
• You don’t have time to implement new brand and marketing strategies to grow the company

Skills you should have before taking this course

The course is for beginners and advanced marketers alike.

Whether you’ve read every book on branding, or this is your introduction to the topic, you’ll be a better brand strategist after taking this course.

Your full course curriculum

BRANDING

1Brand DNA: The foundation for creating iconic brands

Discover how the most successful brands have used the brand DNA formula to scale nationally and internationally.

Topics covered:

• Understand what constitutes a brand and what doesn’t
• Learn the 6 elements to construct an effective brand DNA
• Discover the 3 phases of effective brand growth

2Brand soul: The importance of brand purpose, vision and mission

3Brand positioning: Distinguish your business in a competitive market

4Brand messaging: Create an engaging brand narrative and experience

5Brand identity: How to align with brand positioning to develop a brand

6Go Beyond approach: Create a community of loyal clients and expand the lifetime value of each client

Show off your hard-earned skills and strengthen your profile

LinkedIn is easily the largest professional network in the world with more than 600 million users. 

But it’s not enough to just have a LinkedIn page, you need a great one—especially if you’re looking for new opportunities.

A 2018 CareerBuilder survey found that 70 percent of employers use social media to screen candidates. Over half of those employers are searching for your profile to see if you have the skills needed for the job.

What’s more? LinkedIn found that people who add credentials to their profile receive 6x more profile views than those who don’t.

This means that you can add your certificates to your profile, share your accomplishments in your feed, and join our alumni network!

Get this course and 50+ others when you sign up for CXL Institute

This course (and all others – full list here) are included with the CXL Institute subscription.

At CXL Institute, you can take online courses on growth, digital marketing, optimization, analytics, persuasion – all in a single subscription.

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• 50+ online courses on all things data-driven marketing
• New courses added every single month

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• 50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)
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The CXL Institute guarantee:

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