The brand is the essence of the organisation.


What is a brand – where does it come from and how does it work?  This course covers the essentials of understanding brands and the fundamentals of brand communications..

For any business, its brand is extremely important, because your brand is your business – and your business is your brand.

A solid, practical foundation for those involved in marketing and communications, or businesses creating their own brands. Learn how to build and nuture your most valuable asset.

Lesson 1: What is a brand?

We often hear people talking about brands and branding – but when we think about it, it’s a slippery concept to get your head around. It’s not about logos or brand names – though all have a part to play – it’s something more basic about an organisation.

So in this lesson we aim to get back to the fundamentals, so we can move forward from a clear starting point.

25 Minutes

Lesson 2: Introduction to brand communications.

Logos, colour schemes, brand names, etc… These are the things that spring to mind when most people think about brands. But as we learned in lesson 1, these are not ‘the brands’, but they are the important symbols that are part of brand communications.

In this lesson we’ll look in detail about how brand communications work to help express and convey the personality, values and aspirations of the brand.

35 Minutes