How to Build a Brand That Matters – Online Branding Course
Find your brand’s ethical purpose with this course on how to make a social impact in business with leading UK ethical advertising agency, Good-Loop.
Who is the course for?
This course is designed for anyone who wants to learn how to build a meaningful connection between a business or brand and its consumers.
This could include brand owners and marketeers from global corporations, agencies, and SMEs, as well as individual business owners.
What topics will you cover?
The course explores these key themes:
Understanding the context (social impact is mainstream & consumers are becoming activists – eg >5000% more protest signs on Pinterest in 2019 vs 2018).
The evolution from social responsibility (doing good within your sphere of operations) to social business (having a positive impact on society) inc. real examples.
The ‘three layers of purposeful business’ and how to move from the outside in – including real examples.
A step-by-step guide to building purpose into every element of your brand – from creative idea through to media execution.
Five technologies & tools that can help you to deliver on your purpose at scale.
What will you achieve?
By the end of the course, you‘ll be able to…
Explore the context of the ever-evolving world of purpose
Describe the evolution from social responsibility (doing good within your sphere of operations) to social business (having a positive impact on society)
Explore the ‘three layers of purposeful business’ and how to move their brand from the outside in
Develop the skills to build authentic purpose into every element of their brand – from creative ideas through to media execution, and also internal and external functions
Develop a deeper knowledge of technologies & tools that can help brand deliver on their purpose at scale
Develop an understanding of how to discover further pieces of tech and tools through the B Corp directory, and a brief overview of the function of the community
