Brand Strategy: Inspire Action through Storytelling

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.

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.

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

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

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.