Writing Techniques: Define Your Brand
A course by Pancho González , Advertising Specialist
Learn how to create a story that defines and communicates powerful, positive brand values and actions
Some brands are born with a purpose and others carefully develop it over time. Either way, having one is crucial in allowing brands to generate a positive impact on society at the same time as connecting with their public. That's the philosophy of Pancho González, a creative director with more than 20 years' experience under his belt. In this online course, he teaches you how to communicate the essence of a brand with purpose.
Throughout the course, learn to write a brand's story, defining its values while you practice the art of storytelling. To do so, Pancho shares the tools, techniques, and tips that have helped him win more than 170 prizes in advertising festivals.
What will you learn in this online course?
12 lessons & 24 downloads
- 100% positive reviews (10)
- 444 students
- 12 lessons (2h 23m)
- 24 additional resources (10 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
What is this course's project?
Write a brand-defining story and develop your presentation with a focus on having a positive social impact.
Who is this online course for?
Anyone who wants to give their brand another push, as well as creative professionals that want to incorporate purpose-driven stories into their branding projects.
Requirements and materials
No prior knowledge is needed for this course, just the eagerness to take on the challenge of defining a brand.
As for materials, you'll need a computer and any program to help you write your story, like Word, Prezi, PowerPoint, or Keynote.
Reviews
Pancho González
A course by Pancho González
With more than 20 years' experience in advertising under his belt, Pancho González is the cofounder and creative director of the Inbrax agency, as well as director and VP of IAB Chile. He was named one of the Top 25 Creative Directors 2021 and Top 100 Creative Leaders 2021 by Creativepool, London.
A panel member for some of the biggest advertising festivals in the world, on his own shelves you'll find more than 170 renowned national and international awards such as Cannes, ADC, New York Festivals, FIAP, Webby Awards, Ojo de Iberoamérica, and Grand Effie, to name just a few.
Content
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U1
Introduction
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About Me
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Influences
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U2
What You Need to Know to Write or Create a Brand
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Definition of a Brand and Writing Formats 1
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Definition of a Brand and Writing Formats 2
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The Personality of a Brand
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Presenting the Case Study
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U3
Writing a Brand Story with Positive Impact
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Brand Purpose
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Working on the Naming
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Writing the Brand Story
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Creating the Presentation
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U4
Is the Brand Story Ready for the World to See?
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What Can or Should I Do with the Brand?
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Other Ways to Present the Brand Definition
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FP
Final project
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Writing Techniques: Define Your Brand
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What to expect from a Domestika course
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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.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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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.
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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.
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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.
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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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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
What are Domestika's online courses?
Domestika courses are online classes that allow you to learn new skills and create incredible projects. All our courses include the opportunity to share your work with other students and/or teachers, creating an active learning community. We offer different formats:
Original Courses: Complete classes that combine videos, texts, and educational materials to complete a specific project from start to finish.
Basics Courses: Specialized training where you master specific software tools step by step.
Specialization Courses: Learning paths with various expert teachers on the same topic, perfect for becoming a specialist by learning from different approaches.
Guided Courses: Practical experiences ideal for directly acquiring specific skills.
Intensive Courses (Deep Dives): New creative processes based on artificial intelligence tools in an accessible format for in-depth and dynamic understanding.
When do the courses start and when do they finish?
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.
What do Domestika's courses include?
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.
Have you been given a course?
You can redeem the course you received by accessing the redeeming page and entering your gift code.
I love it! me gusta la manera de enseñar de Pancho sus clases siempre tienen muy buenos ejemplos, es un buen curso
Curso muy interesante dónde puedes aprender y profundizar acerca de las historias de las marcas. Recomendado!
Muy buen curso, sobre todo muy práctico.
Muy buen curso, sobre todo muy práctico,
Super kurs