Technology branding
Learn how to turn a useful product into a brand that users identify with. Try it on yours.
Who is it for
Product/project managers
Motivate everyone involved with a compelling story of how the product will impact the user and the world around them. Speak the language of the designers and marketers who will help you take that story to market.
Product analysts and designers
Every decision you make also affects the perception of the product, not just its usability. Create user experiences that are consistent with your brand's foundations, and integrate its distinctive elements into your design system.
Graphic designers
You understand that brand awareness goes well beyond a logo, but the specifics of technology products and their content present a new challenge for you.
Product marketers
Approaches that apply to the marketing of traditional products are not directly transferable to technological products. Avoid embarrassing situations and costly mistakes.
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Modern format
Online sessions, for exchange with international participants and the course mentor
Practical work outside sessions, according to your own schedule and available time
Focused on a specific professional skill that you can use immediately at work
Full of real industry challenges that you can face for the first time in the safe environment of the course
Supported by current theory from the industry, and the mentor's professional experience in it
The intensive version of the course offers one-to-one mentoring on your own project
Developed in collaboration with designers and executives
Curriculum
Before the course
Welcome
- Opening access and communication channels
- Invitation to participate by e-mail
- Contact with mentor in the cohort Slack channel
- Moderated introductions of all participants
- Setting personal goals for the course
- Mentor's instructions for the first exercise
Week
1
The basics of brands
Video lessons
- What is a (technology) brand anyway?
- The five dimensions of a brand
- Different brand "architectures", with examples
- What a brand strategy is all about
- What's a "brand playbook" & from whom (examples)
Individual, private exercise
- Start your own "brand playbook"
Group meeting
- Reviewing the drafts of your "brand playbooks"
- Sharing suggestions for improvement
- Remaining questions & answers on the topic
Week
2
Our users, our customers
Video lessons
- Why build a brand around the user
- The value of user research
- Psychographics through the technological life cycle
- User versus buyer, the present versus the ideal
- Impact of the "minimum acceptable target group"
Individual, private exercise
- Defining your target audience
Group meeting
- Overview of the target groups you've identified
- Sharing suggestions for improvement
- Remaining questions & answers on the topic
Week
3
Market presence
Video lessons
- Characteristics of the category in which we appear
- Who and where we are, compared to our competitors
- Why choose us: how we make impact a customer's life
- How to capture these feelings in words and images
- Why a story is more effective than a description
Individual, private exercise
- The wording & imagery of your brand
Group meeting
- Overview of your wording and imagery
- Sharing suggestions for improvement
- Remaining questions & answers on the topic
Week
4
The road to a fully-fledged brand
Video lessons
- How the brand is reflected on touch points
- The sales page as a key touch point
- The importance of consistency at all touchpoints
- Achieving consistency with use of "brand playbook"
- Upgrading the brand playbook after the course
Individual, private exercise
- Prototype of a branded product sales page
Group meeting
- Overview of branded sales pages' prototypes
- Sharing suggestions for improvement
- Remaining questions & answers on the topic
After the course
Check-in session
- How you applied course skills in daily work
- Evaluating personal goals for the course
- Mutual suggestions for further development
- Feedback on the effectiveness of the course
- Receiving a diploma for successful completion
- Invitation to participate in the alumni community
Get 5 mini, free lessons from the course to get a better understanding of its content. At the end of the course, you'll receive a special offer for attending the course.
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Skills you acquire
Storytelling, instead of listing features
Soft skill
Creating a first impression
Soft skill
Ensuring branding consistency
Soft skill
Appropriate speech, writing, images
Soft skill
Defining the strategic foundations of the brand
Hard skill
Planning the evolution of your brand over time
Hard skill
Implementing the brand playbook
Hard skill
Specifics of technology brands
Hard skill
Your mentors
Mina Arko
She co-creates brands with companies, while thinking with creative teams within companies about how to support their business or strategic goals. It addresses questions such as: why do some people like or develop positive attitudes towards certain brands, while others are indifferent. She reflects on ethics and attitudes towards data, and in particular how to talk to technology companies about sustainability and why it is important for success in tomorrow's world. She holds a Master's degree from Aalto University in Finland and has done further training at Art+Com in Berlin. She currently works as a creative director at Chipolo, working on partnership campaigns for Apple, Google and Secrid, among others.
Options and prices
Regular program
732
Eur
600
EUR
Nett
+
22
%
VAT
- 4x 2-hour group meetings (option to record)
- Meetings are a mix of theory and joint exercises
- 4x homework on the meeting topic
- Check-in session one month after the course
- Working in a small, close-knit group
- Private channel for communication between participants
- Unlimited access to tutor recordings
- Unrestricted access to presentations by the mentor
- Unlimited access to reference examples from lessons
- Unlimited access to templates for practical exercises
- Unlimited access to the cohort archive
- Unlimited access to additional literature
- Unlimited access to the school's alumni community
- Course certificate
Intensive program
1464
Eur
Eur
1200
EUR
Nett
+
22
%
VAT
- 4x 2-hour group meetings (option to record)
- Meetings are a mix of theory and joint exercises
- 4x homework on the meeting topic
- Check-in session one month after the course
- Working in a small, close-knit group
- Private channel for communication between participants
- Unlimited access to tutor recordings
- Unrestricted access to presentations by the mentor
- Unlimited access to reference examples from lessons
- Unlimited access to templates for practical exercises
- Unlimited access to the cohort archive
- Unlimited access to additional literature
- Unlimited access to the school's alumni community
- Course certificate
- 4x 1-hour one-to-one mentoring
- Learning from your real, commercial project
- Feedback specific to your environment
- Discreet cooperation, protection of trade secrets
Unfortunately, this course is not included in any bundle.
Frequently asked questions
Is this course suitable for me?
How can I apply?
How do I know the application was successful?
Is it possible to pay in installments?
Can I cancel my application before starting the course?
Are the course sessions being recorded?
How can I access course materials?
Can I withdraw from the course after it has started?
Get 5 mini, free lessons from the course to help you decide if it's for you. To make your decision easier, there's a special offer at the end for you to take part.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.