What you'll learn
Understand why unique identity matters in business.
Start to think of their products and services in terms beyond just functional descriptions.
Reflect upon what actually makes their ideas valuable from the point of view of a specific type of person.
Focus their message on the communication channels that make sense for who they are and who they are selling to.
Create products and services that borrow from others in their genre, but innovate in a specific way to stand out.
Uncover the core values that cause them to make the business decisions that will define their brand identity.
Empathize more deeply with the needs of their customers, and adapt their approach accordingly.
Requirements
Nothing is required, but it is recommended that you read the full-length book, Brand Identity Breakthrough, as a companion to this course.
Description
Does your business have a story to tell? It should! Every new product can be unique in its industry. Does yours stand out from the crowd? After a life of exploring the way people exchange value in over 35 countries, Diehl teaches business owners how to have conversations about brand strategy. In Brand Identity Breakthrough, you will learn how to develop a strong business identity by combining your personality and values with the functionality of your products to become irreplaceable to your audience. Whether you lead a growing company, or are just starting a business, Brand Identity Breakthrough will give you a smarter way to think about new product development and business model generation. With undeniable, well-organized logic, it will show you how anyone can sell more, and at higher prices, so long as they give customers exactly what they want. Module 1: Why Identity MattersThe purpose of this course is to help you learn to see your own value, the value of your business, and the value of your products or services from the perspective of your customers. Only then can you begin to fashion your identity appropriately. If you can train yourself to think like your customers, you can get a much better idea of what value you should be focused on creating.
Think about a product or a service that you feel connected to in some way. The quality offered is paramount, or you wouldn't have purchased it in the first place. But of all the many purchases you make, there are some businesses that you undoubtedly feel more loyal to than others. The strongest source of this heightened sense of loyalty is the feeling that a company has gone out of their way to create a special type of value specifically for you.
Think of your favorite coffee shop that goes a little bit further in service, personality, and menu offerings. While they are competing with much larger companies that have a lot of money to spend on advertising, you still prefer them because they add specific value to the product and the service they offer. They stand out in your mind better than others, and you forge a real relationship with their brand. This results in them being able to stay afloat in a highly competitive environment and, whether they are conscious of it or not, they are improving the lives of the people they encounter in their own unique way.
This value is not another "add-on" or "bonus" on top of the basic service. It is something much less tangible which permeates their entire existence.
Overview
Section 1: Module 1: Why Identity Matters
Lecture 1 Brand Identity Breakthrough Course Overview
Lecture 2 How to Take This Course
Lecture 3 The Strange Way I Got Here
Lecture 4 How to Demonstrate Your Value (or Fail to)
Lecture 5 Kristy Love: The Oversized Breast Masseuse
Lecture 6 The 10 Most Common Brand Identity Failures
Lecture 7 Introduction to Chris Reynolds and The One Effect
Lecture 8 Brand Identity Case Study: Turning a Charity Project into a Profitable Movement
Section 2: Module 2: Creating Your Brand Identity
Lecture 9 Module Intro and Your Core Values
Lecture 10 Develop Your USP
Lecture 11 Crafting Your Personality Profile
Lecture 12 How to Understand Your Target Audience
Lecture 13 Introduction to Niedra Gabriel
Lecture 14 Brand Identity Case Study: Skyrocketing a Personal Brand through Narrative Focus
Section 3: Module 3: Telling Your Story to the World
Lecture 15 Intro and Core Skills for Spreading the Word
Lecture 16 Street Cat Marketing and the Cold Approach to Instant Sales
Lecture 17 Positioning and How to Sell Who You Are
Lecture 18 How to Speak with Clarity, Authority, and Authenticity
Lecture 19 How to Display Your Character Through Writing
Lecture 20 How to Educate Your Audience
Lecture 21 Introduction to Olivier Wagner and 1040 Abroad
Lecture 22 Brand Identity Case Study: Embracing Personality in a Technical Niche
Lecture 23 Go Tell the World!
New and prospective entrepreneurs who want to learn how to tell their unique story as they embark on their business visions.,Startups who need a fresh new message when initial strategies cease to be as effective as they once were.,Established businesses that have hit a plateau in growth and need to rebrand to carry themselves up to the next level.


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