Best seller

Introduction to Brand Strategy

A course by Alejandro Pascalis , Brand Strategist

Brand Strategist. Santiago de Querétaro, Mexico.
Joined August 2017

Learn the method to create strategic solutions based solely on the final user

  • Best seller Spanish with subtitles in English
  • 99% positive reviews (490)
  • 8315 students

Learn the method to create strategic solutions based solely on the final user

A course by Alejandro Pascalis

Can focusing on users benefit brands? The answer is a resounding yes. More and more businesses and companies know how important it is to put people at the center, to work based on their needs. Brand strategist Alejandro Pascalis works by helping brands focus their resources on opportunities that can generate value, guiding them towards innovative initiatives that transcend, through their users.

In this course, Pascalis will help you propose strategic branding solutions, putting the main focus on users. Become your client’s ally, by creating comprehensive proposals and adding value in each of the contact points that you design for them.

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What will you learn in this online course?

15 lessons & 26 downloads

Spanish with subtitles in English
  • 99% positive reviews (490)
  • 8315 students
  • 15 lessons (2h 45m)
  • 26 additional resources (17 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, Italian, French, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

You will develop a practical case that answers the strategic questions and frameworks of the course, with the aim of finding a name for your brand, a logo, and the development of a list of contact points that define your brand identity and that respond to the problem being solved.

You will end the course with a value proposition for your brand that is well thought out and focused on the user.

Projects by course students

Who is this online course for?

Graphic or visual communication designers with a focus on developing brand identities and branding. It is also aimed at entrepreneurs and people who have an interest in starting a business or establishing their brand’s strategic guidelines.

Requirements and materials

You don’t need any previous knowledge to complete this course.

As for the tools, you will need a program to present your project, it can be PowerPoint, Google Slides, or similar. Either way, you will have to deliver your project in a PDF.

For the creation of your logo, you will need some design software such as Adobe Illustrator or Photoshop.


8315 Students
490 Reviews
99% Positive ratings

Alejandro Pascalis

A course by Alejandro Pascalis

Teacher Plus
Brand Strategist

Alejandro is a Brand Strategist by trade—and a Graphic Design graduate—with more than 10 years of experience, focused on understanding the relationship that exists between brands and people.

In 2012 he co-founded the agency The Branding People and after that the influencer marketing agency Hive, with which he has worked with Saba, All Saints, and Le Coq Sportif. In 2017 he joined the innovation consultancy Insitumnow called Fjord, where h led the Brand Strategy and New Product Development area working in projects for Uber, American Express, and various brands within the PepsiCo group.

Currently, Alejandro works helping brands and companies to focus their resources on those opportunities where they can generate greater value. He directs them towards innovation initiatives that transcend through to their users, and towards brand development and identity.


  • U1


    • Presentation
    • Influences
    • What will we do in the course?
  • U2

    What is a brand?

    • The importance of the strategic design of a brand focused on the user
    • Elements that make up a brand I: Perception, experience and product
    • Elements that make up a brand II: Symbol and name
  • U3

    Fundamentals of brand strategy

    • Definition of the problem and the brand opportunity area
    • Understanding of our user
    • Definition of the Brand Value Proposition
  • U4

    Brand communication fundamentals

    • Brand essence: Head and heart
    • Brand essence: Voice and form
    • Brand name
  • U5

    Fundamentals of the strategic brand document

    • Definition of brand identity materials
    • Development of mood boards for brand identity materials
    • Development of the brand strategic document
  • FP

    Final project

    • x Brand definition

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

    If 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.


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 member, when you complete a course you've purchased, 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.
Introduction to Brand Strategy. Design, Marketing, and Business course by Alejandro Pascalis Best seller

Introduction to Brand Strategy

A course by Alejandro Pascalis
Brand Strategist. Santiago de Querétaro, Mexico.
Joined August 2017
  • 99% positive reviews (490)
  • 8315 students