Best seller

Brand Strategy: Defining User Experience

A course by John Williamson
Designer and Creative Director. Madrid, Spain.
Joined April 2010
, Designer and Creative Director

Learn how to build an engaging brand that satisfies both business needs and user experience

  • Best seller
  • 98% positive reviews (103)
  • 3035 students
  • Audio: English
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch

Learn how to build an engaging brand that satisfies both business needs and user experience

  • 98% positive reviews (103)
  • 3035 students
  • 15 lessons (2h 52m)
  • 21 additional resources (13 files)
  • Online and at your own pace
  • Available on the app
  • Audio: English
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

The art of branding consists of knowing how to fit in a sector while standing out from competitors at the same time. Designer and creative director John Williamson believes there are seven steps to building a successful brand. He developed a methodology called the Brand User Experience, and in this course, he guides you through each step to build a strong branding strategy from scratch.

Discover his practical, user-focused theory and put it into practice. Learn how to create an illustrated brand strategy using the seven steps of the Brand User Experience guide to take your brand to the next level.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Strategies and Route Maps
  • U3
    U3. The Brand User Experience in 7 Steps
  • U4
    U4. Taking the Brand Route Map to the Next Level
  • FP
    FP Final project
View details

Begin by getting to know John. Hear about his professional experience of over twenty years, and see his most representative work. Explore the people, cultures, and attitudes that have influenced his passion for creativity and professional development.

John explains what branding is and what branding isn’t, then delves into why a new way of branding is needed. Discover what a brand route map is and start defining your brand by answering the essential questions. Then, get started on your first practical exercise with John’s case study.

Begin working on each of the seven steps in the brand user experience. See how to make your brand unique with the brand pyramid method and define your brand’s stakeholders. Discover how benchmarking and positioning complement each other, and then analyze how your brand interacts with its stakeholders. Understand what a brand ecosystem is and create one for your brand. Learn about buyer personas, delve into their customer journey, and explore your brand’s touchpoints.

Learn how to develop your brand route map in order to take your strategy to the next level. See how to implement it by setting key objectives and KPIs, and finish up with John’s final advice on change management.

What is this course's project?

Develop a brand strategy and an illustrated brand route map for a product or service.

Who is this online course for?

This course for anyone who wants to build an engaging brand, designers, or those who work in marketing, communications, PR, or branding.

Requirements and materials

No prior knowledge of branding strategy is required to take this course.

As for materials, all you need is a computer with the image-editing software of your choice.


3035 Students
103 Reviews
98% Positive ratings

John Williamson

A course by John Williamson

Teacher Plus
Designer and Creative Director

John Williamson is the founder, owner, and creative director of Agencia YOU, a user-centered branding consultancy in Madrid, Spain. His professional experience spans over twenty years and specializes in digital design. John’s main focus is strategy and design solutions for brands, for which he has received awards such as ID Magazine’s Interactive Design Award.

John has worked with brands such as McDonald’s, Ikea, Carrefour, and Heinz, among others. In 2016, he launched Brand The Gap, a Madrid-based branding community that hosts monthly events focused on exploring new branding trends and ideas. John also teaches advertising communication at Carlos III University of Madrid and has taught at IED Madrid and WholeSocial-IAB.


  • U1


    • About Me
    • Influences
  • U2

    Strategies and Route Maps

    • We Know You Fold up Your Boarding Pass
    • What Is a Brand Route Map?
    • Key Elements for Defining Your Brand
  • U3

    The Brand User Experience in 7 Steps

    • Brand Sense and Soul
    • Audiences: Stakeholders and Research 1
    • Audiences: Stakeholders and Research 2
    • Benchmarking and Positioning
    • Brand Ecosystem
    • Personas and Their Customer Journey
    • Touchpoints and Customer Experience
    • Brand Route Map
  • U4

    Taking the Brand Route Map to the Next Level

    • Brand Route Map
    • Things to Bear in Mind
  • FP

    Final project

    • Brand Strategy: Defining User Experience

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

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Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
Brand Strategy: Defining User Experience. Design, Marketing, and Business course by John Williamson Best seller

Brand Strategy: Defining User Experience

A course by John Williamson
Designer and Creative Director. Madrid, Spain.
Joined April 2010
  • 98% positive reviews (103)
  • 3035 students