Branding: Strategy & purpose

Branding: Strategy & purpose (in collaboration with Batllegroup) immerses students in strategic aspects of branding, with a focus on the development of a clear brand identity, the definition of the purpose of the brand, and the alignment of branding efforts with organisational objectives.

The course is aimed at students who wish to understand the foundations of branding strategy and those interested in building brands with a strong sense of purpose.

This course is part of the program in Branding & packaging: fusing strategy, innovation and sustainability (in collaboration with Batllegroup). Students can combine classes in this course with the Packaging course: Innovation and sustainability.

• Analyse the theoretical and practical foundations of brand strategy, including the importance of a clear, coherent brand identity.
• Understand the process of defining the purpose of the brand and its impact on the construction of solid relationships with clients.
• Assess the influence of art direction on the perception and positioning of a brand in the market.
• Determine best practice in the creation of names and the verbal identity of a brand to guarantee coherence and memorability.
• Analyse the importance of creating memorable brand experiences, and how these experiences contribute to success and customer loyalty.
• Understand the importance of adopting a focus on purpose in brand strategy and its impact on the emotional connection with consumers.
• Assess the effectiveness of workshops as tools for the practical application of theoretical concepts in brand creation and management.
• Determine specific strategies and tactics to align branding efforts with organisational objectives and maximise the impact of the brand on the market.
• Understand the needs of the client/user to understand how to position the brand and develop its strategy and products effectively.

Brand strategy

• Introduction to brand strategy: Basic concepts and foundations.
• Competition and market analysis: Identification of opportunities and threats.
• Definition of the purpose of the brand: Identity, values, and mission.
• Development of brand architecture: Brand portfolio and positioning.
• Strategic planning: Long-term communication and brand management strategies.

Art direction

• Foundations of visual design: Principles of design and composition.
• Visual identity of the brand: Creation of logos, colours, and fonts.
• Design of graphic elements: Packaging, business cards, and promotional material, among other items.
• Application of design in different channels and media: Print, digital, and audiovisual.
• Trends and evolution in design: Innovations and adaptations in the world of graphic design.

Naming and verbal identity

• Importance of the brand name: Factors to consider when choosing a name.
• Creation of names: Methods and techniques to generate creative, effective ideas.
• Development of verbal identity: Definition of tone of voice and communication style.
• Brand storytelling: Narratives that form an emotional connection with consumers.
• Management of verbal identity: Coherence and consistency in all points of contact with the brand.

Crafting memorable experiences

• Experience of the client: Importance and key elements for a positive experience.
• Design of omnichannel experiences: Integration of different points of contact in the customer journey.
• Personalisation and segmentation: Adaptation of the experience to the individual needs of the client.
• Measurement and analysis of the customer experience: Metrics and tools for evaluating the impact of experiences.
• Innovation in the experience of the client: Trends and practices to create memorable, differentiated experiences.

Focus on purpose

• Concept of the purpose of the brand: Definition and examples of brands with a purpose.
• Integration of the purpose in brand strategy: Scope and benefits of a focus based on a purpose.
• Communication of purpose: Strategies and tactics to effectively communicate the purpose of the brand.
• Impact of the purpose on the consumer: How the purpose can influence customer purchasing decisions and customer loyalty.
• Sustainability and corporate social responsibility: Incorporation of the purpose in sustainability and CSR initiatives.

In classes there will be appropriate workshops so that students can acquire the necessary knowledge.

Batllegroup is an independent branding and packaging agency founded more than 30 years ago in Barcelona. The Batllegroup team carries out projects hand-in-hand with its clients to create brands, products, and services that connect with people through new trends, strategy, and innovation, with a focus on projects from the lab, the new area within Batllegroup that brings them closer to the future through thinking, co-creation, and research.

At Batllegroup, the team helps brands connect with people through design. Design based on sustainability and people.