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Brand Strategy

Brand Strategy (Online Short Course)

London College of Communication
Taught by
Mike Leahy


Develop a brand strategy that works for you. This practical course will reveal to you the principles of brand strategy and teach you effective techniques on how to deploy it. It's an exciting, visual and grounded course taught by an expert brand strategist. There are no complicated theories to learn and you'll leave with an understanding of the most effective strategy for brands - and proven techniques to make this happen. 

You will learn both how to grow brand revenue through brand strategy and to prepare insightful creative briefs for effective design and marketing communication. Taught through case-studies, lectures, visits and interactive workshops, it's ideal for anyone looking to understand how to apply brand strategy to grow brand sales and / or improve marketing communication / creative execution. 

Topics Covered

  • Strategy and its role in growing brands 
  • Insight - anticipating what customers value 
  • Generates propositions and personality - choosing where and how to compete 
  • Generating positions and personality 
  • Brand books - engaging the organisation 
  • The creative brief - great communication starts here

  • Course Outcomes 
    By the end of the course you should be able to: 

  • Grow brand sales through strategy 
  • Turn data into insight and anticipate what customers value 
  • Create a winning proposition, values and beliefs for a brand 
  • Present a brand strategy to engage all stakeholders, including customers 
  • Brief creatives so that they deliver relevant, surprising and distinctive communication 

  • Who should Attend 
    This has been designed for people working in a marketing, sales or communications role either in a company or non-profit organisation. It will be particularly helpful for you if you are running your own business and want to develop a brand strategy. 

    It is also ideal for you if you are thinking of further study in the UK. 

    Beginner. It is ideal for people working in marketing, sales or creative communications roles, client or agency side. 

    Follow Up Courses 
    Once you have completed this course you may be interested in Design for Art Direction and Instagram for Business and Brands.

    Customised Training 
    We can also deliver this training to a group at your organisation or at the College. Find out more about Customised Training

    Online short courses

    Did you know we offer a similar course online? UAL online short courses are designed to help creative people master new challenges, develop their skills, get inspired by new ideas and access the UAL learning experience without having to travel to a campus for class.

    Luxury Brand Management (Online Short Course)

    More online courses

    Please note that Online courses are closed to all new bookings 48 hours prior to the course starting.

    Tutor Description

    Mike Leahy is an experienced working brand strategist, design consultant and marketer. He distils data into insight and strategy to position and strengthen brands and bring ideas to market. 

    Mike runs his own company LEAHY Brand Advisers and is partner strategist for Brandpoint, an award-winning London based brand design company. He advises clients of all sizes in the UK, Europe and the Middle East on brand strategy. His work has led to significant sales results with the Whitworths brand of sugar increasing revenue from £8m to £48m and the transformational relaunch of several companies, including Agrovista (agriculture), Clark’s UK (syrups), Keogh’s (snacks), Haydens (bakery), Chestertons and Strutt & Parker (property services). He began his career as a marketer, training at Unilever and going on to market several FMCG brand leaders Bisto, Capri Sun and Anchor.

    Mike wishes to share his extensive agency and client-side knowledge and experience to inspire and help those who want to know how to grow business revenues through brand strategy. Most importantly he wants to explain how to do it, so you can apply it successfully in your career.

    Available dates