Content Strategy: Build Your Brand from Scratch

A course by Laura Busche
Brand Strategist. Colombia.
Joined June 2017
, 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

  • 100% positive reviews (50)
  • 1597 students
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch

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



  • 100% positive reviews (50)
  • 1597 students
  • 14 lessons (2h 27m)
  • 29 additional resources (16 files)
  • Online and at your own pace
  • Available on the app
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

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?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Pillars
  • U3
    U3. Personality
  • U4
    U4. Processes
  • FP
    FP Final project
View details

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

1597 Students
50 Reviews
100% Positive ratings

Laura Busche

A course by Laura Busche

Teacher Plus
Brand Strategist

Laura Busche is a Colombian-German brand strategist. She created her first brand strategy at just 17 years old before going on to study for a bachelor's degree in business administration and a Ph.D. in consumer behavior.

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
    Plus

    If you're a Plus or PRO 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

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 or PRO member, when you complete a course 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
Content Strategy: Build Your Brand from Scratch. Marketing, and Business course by Laura Busche

Content Strategy: Build Your Brand from Scratch

A course by Laura Busche
Brand Strategist. Colombia.
Joined June 2017
  • 100% positive reviews (50)
  • 1597 students