Learn how to construct and build brands from the beginning. Through my Brand Discovery course you will transform your business, attract more customers and make more money. You will learn my tried and tested unique brand planning methodology.

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Discover your brand advantage with my tried and tested brand planning methodology.

If you are a...

* seasoned marketing professional
* brand owner looking to accelerate brand clarity & growth
* junior marketer ready to expand your marketing knowledge & capability

Then you are DEFINITELY in the right place!

Archetypes are like a secret recipe that most marketers and brand owners either haven't come across or if they have, they've rejected it without really understanding the value of the concept.

Archetypes will help you to discover a brand's soul, its reason for being, and using this reason you'll be able to make authentic connections with customers.

If you're totally clear about why your brand exists and what your brand stands for, you will be able to mobilise your whole team towards a common purpose.

With highly motivated customers and highly engaged staff you'll be on a one way street to increasing market share and shareholder value.

But this course is so much more than just archetypes. It will take you through my unique brand planning methodology from start to finish, tried and tested with my clients through 20 years of brand planning experience.

Brand Strategy Training

This course will help you to:

  • Learn how to put a brand together, right from the start
  • Launch a brand new brand and make sure it hits with impact immediately
  • Manage an existing brand when things are a little fuzzy – perhaps you find it difficult to make brand and marketing decisions or you don’t know how all your brands and products fit together
  • Embark on a content marketing strategy that works (avoiding writers block)
  • Identify inconsistencies in how your brand is represented
  • Create a brand framework so that everyone in your business knows what is ‘on brand’ and what is ‘off brand’
  • Transform your business and attract more customers through the power of brand
  • Improve staff morale by understanding how to create a culture that matches your brand.
"Sarah is an expert on brands, how to construct them and how to present them for maximum engagement. She is without a doubt one of the best marketers you will ever come across. I could not recommend Sarah more highly"Liz Davis, Owner, Cousins Davis

Here's what you'll learn on Brand Discovery.

Part 1 - What is a Brand?

This introductory module will cover the concept of branding since 2000 B.C, where it comes from and how it has evolved to be what it is today.

But we won’t just cover what a brand is, we’ll also be clear about what a brand isn’t.

Then we’ll discuss the modern day concept of brand management and how that came into being.

Part 2 - The Importance of Brand Congruence

Brand congruence is the most overlooked concept in brand management and a common area that needs focus.

We’ll cover what we mean by congruence and how we apply it to your brand.

Then we’ll begin to introduce the concept of brand foundations, in addition to discussing the common problems that arise when your first ‘brand domino’ isn’t knocked over.

Part 3 - The History of Archetypes

We’ll go back to the beginning and discover the history of archetypes – starting with Plato.

Then we’ll introduce Jung – the modern godfather of archetypes – and his psychological theories.

Finally, we’ll talk about how the theory of archetypes has more recently been understood in brand management.

Part 4 - Archetypes & Brands

This module covers the power of archetypes in branding. 

We’ll cover the importance of brand stories and authenticity.

Finally, we’ll introduce the 12 Brand Archetype families and their human drivers.

Part 5 - Meet the 12 Families

This is the big one.  We will walk through each of the 12 families step by step.

We’ll cover their values, behaviours and characteristics.

We’ll explore the difference between archetype and personality and why you must not confuse the two.

Finally, you’ll complete the brand archetypes quiz and determine the most relevant archetype(s) for your brand.

Part 6 - Putting the Theory Into Practice

From here on, we’ll be taking everything we learned in modules 1-5 and putting it into practice.

We’ll start with your proposition statement  – what, who and why.

Then we’ll discuss how your archetype applies to your proposition.

Part 7 - Creating a Vision & Mission

Module 7 will cover vision and mission, the role of brand alongside people (and how your role should overlap with HR).

In this section you’ll learn the difference between a vision and a mission.

We’ll look at a couple of case studies before we review your vision and mission in the context of your archetype.

Part 8 - Your Brand Values

This section covers the importance of values and builds on the previous module when it comes to the overlap of Brand with HR / People.

We’ll explore how you might establish brand values within your business if you don’t already have them.

Finally, we’ll discuss how you can bring these to life to ensure your culture is in sync with your brand aspirations.

Part 9 - Your Brand Model

This section covers different brand attribution models.

You’ll develop your own brand ladder and complete my brand discovery chart.

This section includes my unique, downloadable Brand Discovery Template.

Part 10 - Creating Your Brand Pack

Finally, we’ll bring the whole thing together.

We’ll cover the purpose of the brand pack and its contents.

We’ll examine the difference between target audience and personas with some specific examples.

In this section we’ll cover communications themes and how to apply your archetype to your brand language.

You’ll have access to my downloadable example brand pack for inspiration and then completion.

Course Price £695 + VAT. Register Interest for Brand Discovery Today

Register Interest