Brand Building in the Platform World

Are you ready to unleash the power of digital platforms to build brand equity and fuel growth? Learn the fundamentals of brand building in the digital age with this one-day course.

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1 day course
Supporting material
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

For many brands, digital marketing is synonymous with short-term performance, but digital platforms are also powerful as part of a longer term brand communication strategy, essential for sustained business growth.

Today’s marketers have to understand how to use digital platforms to help grow their brands. This comprehensive one-day course is designed to help marketers utilize today’s digital ecosystems and develop a brand-led strategy that will power a brand’s performance for years to come.

During the session, we’ll cover everything from the basics of brand strategy, objective setting and media planning to creative execution and measurement. We’ll apply the fundamental principles of marketing effectiveness to today’s digital platform world every step of the way.

Our Brand Building in the Platform World course is available as a private training session that can be delivered via Virtual Classroom or at a location of your choice in the US.

Course overview

Who should attend:

Anybody in the early stages of developing brand-led paid media strategies across digital platforms will benefit from this training experience. You may be a brand manager developing a digital strategy for the first time or a performance-focused digital marketer looking to apply your skills to brand campaigns. This course is also a great way to ensure your brand and performance marketing teams are aligned on digital strategy.

What you'll learn:

By the end of this course, you will be able to:

  • Explain the importance of brand strategy and make a business case internally for brand-led digital campaigns
  • Identify the principles of marketing effectiveness and apply these through your ad creative across multiple platforms e.g. Google and YouTube, TikTok, Meta, LinkedIn
  • Set objectives and explain the fundamentals of paid media plan for brand campaigns
  • Understand how to reach and target your key audience segments across various digital platforms
  • Identify appropriate measurement frameworks for brand marketing across a range of platforms

Course agenda

  • What is 'brand'?
  • Why it matters
  • How brands grow
  • Balancing brand and performance
Basics of Brand Strategy
  • What is it, and what are the ingredients?
  • Who is our audience: Segmentation and targeting
  • How to position your brand
  • Developing a brand platform
Delivering Effective Creative Across Platforms
  • The power of good creative
  • Cross-platform campaigns
  • Principles of effective creativity
  • Influencers and creator-led content
  • Creative principles across paid media formats: YouTube, Meta and TikTok
Fundamentals of Media Planning
  • Setting digital objectives
  • Selecting media channels
  • Selecting your audience
  • Measurement metrics and KPIs
Introduction to Measurement
  • Brand lift studies and experiments
  • Media mix modelling
  • Social media monitoring/sentiment analysis
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