Introduction to Brand Strategy

A course by Alejandro Pascalis
Brand Strategist. Santiago de Querétaro, Mexico.
Joined August 2017
, Brand Strategist

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

  • Spanish with subtitles in English
  • 99% Positive reviews (304)
  • 5086 students
Introduction to Brand Strategy

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

Spanish with subtitles in English
  • 99% Positive reviews (304)
  • 5086 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 15 Lessons (2h 45m)
  • Available from the app
  • Spanish, English, Portuguese, German, Italian, French
  • Unlimited access forever

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.

About this course

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. What is a brand?
  • U3
    U3. Fundamentals of brand strategy
  • U4
    U4. Brand communication fundamentals
  • U5
    U5. Fundamentals of the strategic brand document
  • FP
    FP Final Project
View details

Start the course getting to know Alejandro Pascalis, who explains how he became a Brand Strategist before talking about his career showing you some of his references.

Learn what a brand is beyond a logo, the elements that make it up, the importance of working on it and properly defining its graphic representation based on the user's understanding.

You will define the problem that the brand seeks to solve, identifying the ​​opportunities that exist, profiling the user and building a value proposition that is sustainable for the brand, as well as attractive and strategic.

Work on the Brand Wheel, defining the personality, values, ​​and tone (both visual and voice). Learn various naming techniques until you find your brand name.

Understand the brand identity materials that you will focus on. Alejandro shares a format for you to materialize the design and graphic style, and to align your vision with that of your client. In addition, Alejandro teaches you how to organize everything in a strategic brand document in order to share it with any other designer who becomes part of the design team.

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 it 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.

What you need

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.


5086 Students
304 Reviews
99% Positive ratings

Alejandro Pascalis

A course by Alejandro Pascalis

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

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Introduction to Brand Strategy. A Design, Marketing, and Business course by Alejandro Pascalis

Introduction to Brand Strategy

A course by Alejandro Pascalis
Brand Strategist. Santiago de Querétaro, Mexico.
Joined August 2017
  • 99% Positive reviews (304)
  • 5086 students