Indicates interactive lessons
Duration: 01:35:52

de_Positioning

In this module we will define our reason for existence and influence how we wish to be seen by our customers. These are the important intangibles which maximize the effect of the tangibles.


0:42

This lesson is a quick introduction to the Brand Positioning Module.

5:53
de_Core Values

de_Description

7:56
Promise

de_Description

0:15
Intro to Mission & Vision

In the past two lessons, we uncovered who you are as a brand and what you promise from your offering. This will help you in crafting both your mission and vision in the following lessons.

6:14
Mission

A brand mission encapsulates why you exist. In this lesson, we’ll work through an exercise on motivations in order to develop a clear picture of your purpose. You’ll use this purpose to craft your brand’s mission statement. It’s recommended that you watch the accompanying video embedded in the next lesson: “Start with Why” by Simon Sinek. Lesson Resources: https://startwit... Read more

18:35

1:22
de_Vision

If your mission is where you are currently, your brand’s vision is where you want to go—it’s your ultimate goal or finish line. You’ll want to articulate this so that you can make brand decisions based on what will help you realize your vision. This lesson includes an exercise that will help you pinpoint your ‘North Star’ accomplishment as well as how and when you will get ther... Read more

2:53
Tangent

Many of the branding terms we’re discussing are often confused with each other, and rightly so because they share many similarities. This short lesson will help you visualize the relationships between Greatness (Differentiation), Tagline, Value Proposition, and Slogan which are all covered in the following lessons.

4:02
Differentiation

Let’s find your greatness—what makes us different—in order to hone in on your unique positioning. Your greatness will be a combination of your passion, your uniqueness, and the pain point that you solve. By the end of this lesson, you’ll understand your brand’s greatness, which will help you craft your tagline in the following lesson.

4:58

5:56
Value Proposition

de_Description

3:46

0:15
Intro to Storytelling

de_Description

8:15
Tell Our Story & Theme

de_Description

13:44
Archetypes

de_Description

4:15
de_Tell Their Story

de_Description

3:19
Positioning Statement

de_Description

3:32

A metaphor can help your brand simplify something complex. This lesson will help you figure out what your offering represents to your customers, how you connect your offering to your brand, and what images represent these concepts. The metaphors you come up with can serve as a starting point for your brand’s name or give you some assistance zeroing in on your tagline. Lesson... Read more