Branding for beginners

The success of a brand’s identity stems from its conceptual and visual consistency across all points of contact with the audience. This is the mission of the communication studio Partners and its executive team Andrea Romero, Alejandro Agois andLuego Goster, who are in charge of branding projects.

In this course, learn basic branding fundamentals to design and promote brands by creating experiences that provide added value for the intended audience. The Partners team teaches you the concepts and successful approaches they use to build a brand.

Start with some background info about Partners studio and see what kind of projects they handle and the team's influences in the world of branding. This will help you understand the type of project you’ll be working on during the course.

Then, the Partners studio team tells you about their branding vision and explains why it’s important to know your client well and set up a seamless collaboration with them. Become familiar with the methods used by the studio for researching new brand opportunities. Then learn how to identify your target audience and present your project, including its greatest challenges.

Search for references and create a mood board to plot out the brand’s domain. Begin to outline your strategy by conceptualizing the visual language and some storytelling ideas. Explore several graphic ideas and choose three of them to present to the client; each should be adapted to different media formats.

Discover what a digital ecosystem is and draw up a map of the different online platforms you'll use in your strategy. The Partners team explains what a brand "beat" is and how to apply it to a graphic piece. They also show you what an interactive platform is and how to log in as a user and interpret statistics from social media so you can tweak your strategy based on those insights.

At the end of the course, the Partners team shares some tips and tricks to help you sell your ideas with convincing and compelling presentations. Finally, they tell you about how branding has evolved, the job market, and what values you need to keep in mind when creating a cutting-edge brand.

Go through all the steps of a branding project to create your own or one for a client.

For designers, art directors, advertisers, entrepreneurs, students, and anyone who wants to learn more about how to build a brand.

No prior knowledge of branding is needed to take this course. If you'd like to present your project with graphic visuals, we recommend you have some basic knowledge about graphic design, Adobe Illustrator, and Adobe Photoshop.

The materials you'll need for this course are a pencil, paper, and a computer with the previously mentioned programs installed.