Branding for Start Ups Short Course

Course description

Creating and developing an effective brand and brand strategy is critical to the early (and long-term) success of business start-ups and emerging businesses.

Whilst it is of course important for start-ups to focus on their business offering and sales channels, it is vital for a new product or service to build and leverage a strong and truly unique brand. Start-ups are in the advantageous situation of being able to strategically define and situate their brand in a unique, differentiating position, helping them to stand out from the (usually crowded and active) competition.

What will your new start-up company (product/service) be known for, and valued for, in the minds and hearts of your customers?

This short course aims to help entrepreneurs how to start branding and build the foundations for an engaging and compelling brand that will not only differentiate their business and promote their offering within the marketplace but will convey their new brand’s essence, its purpose and its promise, express its personality, values, mission and vision, to capture their customers’ minds and engage audiences.

This partly theoretical, partly practice-based course will guide participants to create their start-up ‘branding toolkit’: combining aspects of brand strategy and brand identity design—as well as considering basic principles of customer experience and experiential branding.

Course outcomes

By the end of this short course you will:

• Have acquired a better understanding about brand strategy principles, and the whole process of branding
• Have built* the premises for a strong and effective brand for your start-up business
• Have identified your brand’s core values and purpose (why you are in business),
  and have defined your brand’s personality, essence and brand story
• Have defined your brand positioning, brand promise, mission and vision
• Have found/invented* a brand name (and/or slogan) for your start-up
• Designed a logo* and defined basic identity elements (colours, type, imagery style, etc.)
• Investigate the power of words, verbal branding, brand storytelling and strategic messages to promote your business
• Feel more confident about marketing your newly branded (or re-branded) business strategically
• Begin to have ideas how to build effective brand communication and engaging content, and how to create compelling conversations, facilitate good customer experiences, and foster strong bonds with your audience—and grow your customer base/business as a result.

* Due to the relatively short time, and the difficulty of some tasks (e.g. brand naming), some students might not be able to completely finish the creation of their brand in the short timescale, but even if the branding is not completed by the end of the weekend, will have decided on, and laid out, strong creative directions to complete the branding after the weekend course.

Who should take this course?

Suitable for anyone launching, or growing, a start-up business. Anyone interested in branding their business: start-up entrepreneurs, graphic design students, BA/MA graduates, marketing students (junior level), business owners, junior-level professionals.

Level: Beginners

Entry requirements

A creative and open mind. Basic knowledge of Mac and Adobe CC software: especially Adobe Illustrator (also Photoshop and InDesign) would be very useful, but is not absolutely essential (as the basic operative functions will be taught in-class, and one-to-one if required).

Clear, easy to understand lessons:
• Our tutors will explain things in easy to understand, accessible English. If they need to use any special terminology they will make sure they explain what they mean.
• New methods will be shown to students through live demonstrations, in a way that’s crystal clear and easy to understand.

Experience life on campus
• Network and share ideas with students from across the globe
• Access the technology and materials relevant to your discipline
• Shop in our college shops for any materials you might need
• Ask questions of your tutor in real time
• Receive feedback and critique on your assignments
• Experience the many sights of London on your down time

A certificate of completion:
• You've put the work in so we want to make sure you have something to show for it!
• As long as you attend a minimum of 80% of your classes, we will provide you with a certificate of attendance.
• We always recommend you attend all of the classes so that you get the most out of the experience!
• Certificates are great to complement your cv.

This course is scheduled to run on campus in a face-to-face delivery format. Please note that due to the ongoing pandemic situation this course may be adapted in line with UK government guidance or other operational requirements. This may include changing course location (to another UAL site), cancellation of the course, or moving part or all of the course online. In the event of any changes being required we will inform you as soon as possible and support you in any changes required. Please bear this in mind when making any travel, visa, or accommodation arrangements.