Marketing: Brand Values and Value Proposition
A brand is much more than a logo: it is what people think and feel about your business. This course shows how to define brand purpose, values, personality and tone of voice, keep them consistent across every touchpoint and bring them to life inside the business. You will also learn to write a clear value proposition, position yourself against competitors and avoid greenwashing and unsupported claims.
- Modules
- 3
- Duration
- About 20 minutes
- Pass mark
- 80%
- Assessment
- 8 questions from a bank of 12
Learning outcomes
- ✓Explain what a brand is and why it is more than a logo.
- ✓Define brand purpose, values, personality and tone of voice.
- ✓Keep a brand consistent across touchpoints and help colleagues live it.
- ✓Write a value proposition covering customer, problem, benefit, proof and difference.
- ✓Position an offer against competitors and avoid greenwashing and unsupported claims.
Course contents
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Module 1: What a brand is
Video (4 scenes) · 1 lessons · 2 practice questions
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Module 2: Consistency and living the brand
Video (3 scenes) · 1 lessons · 2 practice questions
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Module 3: Value proposition, positioning and honest claims
Video (4 scenes) · 2 lessons · 2 practice questions
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Final assessment & certificate