Content Strategy: Build Your Brand from Scratch
A course by Laura BuscheBrand Strategist
A course by Laura Busche, Brand Strategist
Develop the soul of your brand by defining its content pillars, personality, and storytelling to create a memorable customer's journey and stand out from the competition
Brand strategist Laura Busche believes that branding is a journey to transform the soul of a business and, through it, a company can connect with the most human side of its customers’ persona. She has collaborated with brands including Canva and Creative Market, co-founded the digital marketing agency Ozone Group, and published several books including Lean Branding.
In this course, she teaches you how to create a powerful content strategy from scratch. Discover how to develop a content playbook that outlines the pillars, personality, and story behind your brand to help you stand out against your competitors. Are you ready to design a strong brand from the inside out?
What will you learn in this online course?
14 lessons & 29 downloads
Creating a Brand Manifesto
13 minutes, 27 seconds
Brand Storyboard
8 minutes, 44 seconds
Defining Your Audience Persona
11 minutes, 44 seconds
Voice 1
15 minutes, 14 seconds
Prioritizing
11 minutes, 50 seconds
Systems
10 minutes, 19 seconds
What's included in this course?
Begin by getting to know brand strategist and your teacher for this course, Laura Busche. She talks through her creative career and achievements, along with the influences that inspire her, from books to brands.
Learn how to create a brand manifesto that captures the essential themes and values of a brand. Discover what a brand storyboard is, then create one featuring a main character (your ideal customer), and the challenges they face. Develop your customer persona and use this, along with your brand’s principles, to find themes and keywords to focus on using Laura’s six-question technique. Bring everything together to create a clear positioning statement and brand promise.
Establish your brand’s personality, using examples of successful companies as your guide. Then decide on a communication style, including a general tone of voice as well as a set of scenario-specific tones. Write a series of scripts for situations you may encounter with your customers, as Laura guides you through how to empathize with their needs. Then, craft compelling content to support them throughout the customer journey.
Learn to set realistic, time-specific goals with your brand’s purpose in mind. Look at the channels available to you and which ones are most important for your brand identity and your objectives. Then decide on the type of content you want to create and build an editorial calendar for content production. Establish habits for sustainable success before bringing everything together to create a collaborative playbook that’s ready to share with team members and stakeholders.
What is this course's project?
Develop a content playbook to guide and grow your brand, featuring a brand manifesto, tone of voice guidelines, goals, an editorial calendar, and more.
Who is this online course for?
This course is ideal for brand marketers and independent content creators who want to level up, organize, and inspire their team with a strong content strategy.
Requirements and materials
No previous experience is required.
You will just need a brand to apply your learnings to as well as a computer with access to Google Slides.
Reviews
- 2 months ago
I think it's super thorough and very informative
- 3 months ago
Exclenete curso, ajuda a criar uma estrutura conceitual de marca bem consistente
- 6 months ago
Me encantó el aprendizaje, es muy útil para la creación de una marca poderosa.
- 7 months ago
Absolutely love this course. I keep coming back to it again and again!
The depth Laura goes into is next level, nothing feels surface or rushed. She covers every angle of marketing in a way that actually makes sense.
I think it goes way beyond content strategy, you could use this framework to shape your entire business, it's that powerful.
Thank you, Laura!
- 7 months ago
Laura é fantástica, ela realmente dá sentido ao termo PHD, inteligentíssima e seus métodos fizeram a diferença nos meus projetos profissionais. Agradeço muito e recomendo o curso e os livros dela.
Since then, she’s spent the last 10 years helping individuals and companies build disruptive brand stories in both the public and private sectors. She has contributed to publications including Smashing Magazine, co-founded the digital marketing agency Ozone Group, and collaborated with brands including Canva, Creative Market, and Magmic. Laura has also published several books including Lean Branding, a practical toolkit designed to guide you through the process of building your own brand.
Content
- U1
Introduction
- About Me
- Influences
- U2
Pillars
- Creating a Brand Manifesto
- Brand Storyboard
- Defining Your Audience Persona
- Brand Positioning
- U3
Personality
- Defining Your Brand’s Personality
- Voice 1
- Voice 2
- Scripts and Scenarios
- U4
Processes
- Prioritizing
- Editorial Calendar
- Systems
- Content Playbook
- FP
Final project
- Content Strategy: Build your Brand from Scratch
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
PLUSIf 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.
Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
This course is designed for intermediate learners with some prior experience in branding, marketing, or content creation. It builds on foundational concepts and dives into advanced brand storytelling, strategy, and audience analysis.
You’ll need a basic understanding of marketing principles and familiarity with digital content formats. Access to a computer and internet is required for course materials and exercises.
You’ll learn to build a comprehensive brand story framework, conduct brand audits, develop brand voice and personality, create personas, map customer journeys, and measure content effectiveness.
Yes, the course includes step-by-step guidance for crafting a brand manifesto, articulating brand beliefs and values, and developing a clear brand positioning statement.
Yes, the course teaches you to apply consumer psychology and behavior analysis to develop persuasive messaging and optimize brand strategy.
You’ll learn structured techniques to identify, articulate, and consistently express your brand’s unique voice and personality across all content channels.
The course covers developing content themes, editorial calendars, content pillars, playbooks, and measurement systems to ensure strategic, consistent brand messaging.