Brand Strategy: Inspire Action through Storytelling

A course by Jessie McGuire
Branding Expert. New York, United States.
Joined February 2022
, Branding Expert

Develop a brand blueprint based on positioning, personality, values, and messaging to promote a business and spark community engagement

  • 100% positive reviews (1)
  • 279 students
  • Audio: English
  • English, Spanish, Portuguese, German, French, Italian, Polish, Dutch

Develop a brand blueprint based on positioning, personality, values, and messaging to promote a business and spark community engagement

  • 100% positive reviews (1)
  • 279 students
  • 11 lessons (1h 45m)
  • 9 additional resources (0 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

Digging deep into relatable human experiences, storytelling and design have the power to foster a sense of belonging and inspire people to get involved in social change. Branding expert Jessie McGuire has made it her mission to give communities a voice and address unmet needs in society by using these tools to promote cause-driven businesses. As managing partner of the agency ThoughtMatter, she has helped organizations such as World of Women develop story-based identities that strike a chord with audiences and ignite meaningful engagement.

In this online course, Jessie teaches you how to create a purpose-oriented business strategy that compels your audience to take action. Learn to craft the story that fuels a brand’s identity and capture it in a blueprint, from positioning to messaging to design. Become an agent of change through the art of branding.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Brand: The Building Blocks
  • U3
    U3. Building the Brand Blueprint
  • U4
    U4. After the Blueprint
  • FP
    FP Final project
View details

Start by getting to know Jessie as she describes how her multicultural background and her experience in the arts led her to communications design and sparked her passion for businesses with a cause. Find inspiration by discovering the individuals and books that serve as a reference for her work.

Next, explore the facets of branding and how it impacts culture. Familiarize yourself with the factors involved in building a business with purpose and meaning. Delve into the process of brand storytelling and find out how to pinpoint your audience’s needs through design thinking.

Start developing your strategy, first understanding the business’s context and target through research and brand immersion. Apply your findings to create a story that defines the brand’s place in the world and sets a foundation for its visual identity. Articulate your positioning, purpose, personality, values, and messaging in a brand blueprint and learn to present it effectively.

With your strategy ready, explore ways to collect feedback and insights from your target audience through surveys and interviews. Wrap up by going through some messaging guidelines to seamlessly implement your design solution with minimal costs and maximum efficiency.

What is this course's project?

Put together a brand blueprint that defines a business’s identity and purpose with a strategy designed to spark social action.

Who is this online course for?

Anyone who wants to champion a cause by learning to promote a brand through design and storytelling.

Requirements and materials

No prior knowledge is necessary.

As for materials, you just need a notebook, an online whiteboard, and a digital space to collect and save your work like Google Slides, Keynote, or PowerPoint.


279 Students
1 Reviews
100% Positive ratings

Jessie McGuire

A course by Jessie McGuire

Teacher Plus
Branding Expert

Jessie McGuire is a branding expert and the managing partner of ThoughtMatter, an agency that creates custom marketing strategies for purpose-driven businesses. Born in El Salvador and raised in New York, she developed a passion for cultivating a sense of community. Her background in the arts led her to study communications design at Pratt Institute and branding at the School of Visual Arts. Combining her love for creativity and social initiatives, she has helped cause-oriented organizations increase their visibility and spark engagement through design and storytelling.

In addition to collaborating on commercial projects for P&G, Kimberly-Clark, and Colgate Palmolive, Jessie has participated in raising awareness for socially progressive causes like World of Women, the Joyful Heart Foundation, March for Our Lives, and Girls Write Now. She has also taken on community-focused efforts for the Yerba Buena Center for the Arts, Downtown Staten Island, and the New-York Historical Society.


  • U1


    • About Me
    • Influences
  • U2

    Brand: The Building Blocks

    • Mindset: What Is a Brand?
    • Toolset: The Basics of Brand Building
    • Process: Brand Storytelling
  • U3

    Building the Brand Blueprint

    • Considering
    • Creating
    • Articulating
    • The Brand Blueprint
  • U4

    After the Blueprint

    • Presentation and Measuring Success
    • Brand Messaging and Beyond
  • FP

    Final project

    • Brand Strategy: Inspire Action through Storytelling

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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.

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Brand Strategy: Inspire Action through Storytelling. Design course by Jessie McGuire

Brand Strategy: Inspire Action through Storytelling

A course by Jessie McGuire
Branding Expert. New York, United States.
Joined February 2022
  • 100% positive reviews (1)
  • 279 students