School’s out for summer — but with Additive’s Summer School you can keep learning! Over the next two months we’ll walk you through the foundational elements of brand development — from discovery to strategy and story to implementation. Whether you’re a seasoned communicator or new to the field, our goal is to provide you with a clear, compelling and actionable framework for greater brand, business and social impact.
Here’s what you can expect:
Week 1: Brand Analysis and Strategy
The journey begins with an exploration of your organization’s identity and market opportunities. In this first week, we’ll share best practices on conducting a brand analysis, including an examination of contextual forces, constituent needs and capabilities. We’ll then provide guidance on how to translate these research insights into a high-impact brand strategy.
From the lessons shared, we’ll guide you on crafting a brand strategy that:
- Clarifies what your brand stands for
- Codifies the defining strengths or assets of your organization
- Crystallizes the case for consideration and choice
Week 2: Brand Messaging
With the strategic foundation in place, Week 2 will focus on translating the brand strategy into powerful, persuasive messaging that will inspire audiences to action.
You’ll learn about:
- Crafting universal messages that resonate across all audiences
- Tailoring communications for different objectives, audiences and/or channels
- Building tools and skills that empower teams to tell your story every day
Week 3: Visual Identity
Next, we’ll learn how to bring a brand to life visually. In Week 3, we’ll cover:
- Creating a brief with clear objectives
- Developing a comprehensive visual system
- Creating a visual identity toolkit so the system is accessible, actionable and adaptable across platforms and contexts
Week 4: Brand Implementation
Finally, we’ll cover how to implement and activate your brand effectively.
In Week 4, we’ll discuss:
- Strategizing the launch and integration of your brand across all touchpoints
- Aligning your brand strategy with ongoing marketing and communication efforts to ensure a consistent and compelling brand presence
- Establishing frameworks for brand governance, management and training to ensure brand integrity and engagement over time
By the end of this series, you’ll have all the tools necessary to develop, design and deliver brand impact. We’re excited to embark on this journey with you — let’s get started!
