Brand Strategy & Positioning
(Short Course)
Course description
Course overview
Standing out in a crowded market takes more than a great product, it takes a clear, deliberate strategy. This Brand Strategy & Positioning short course will help you understand how to define your brand's unique place in the market and build a strategy that resonates with the right audience.
Led by an industry expert, this course introduces everything you need to know to position your brand effectively, from identifying your target audience to shaping a brand personality people connect with, and building a competitive advantage that sets you apart. Understanding brand positioning is critical to every business decision; it shapes how your audience perceives you and why they choose you over competitors.
The course covers several key topics including competitive analysis, audience segmentation, brand values and personality, brand mantra development, positioning strategy, brand differentiation, value proposition development, and brand repositioning. Students build their knowledge through practical sessions and real case studies, working at a pace that suits their schedule.
As a guide, the total commitment is approximately 8 hours, spread across 2 days. This includes core materials, discussions, and practical tasks.
Who this course is for
This course would suit business owners, marketing professionals, entrepreneurs, creative directors and brand managers. It is a good fit for individuals who are building a new brand or looking to sharpen an existing brand's market position.
Key Information
Topics covered
- The Brand Strategy Framework — defining brand identity, target market, and value differentiation
- Audience insights and customer persona development (demographics, psychographics, behavioural segmentation)
- Learn how to use professional competitive analysis and perceptual mapping to spot gaps your competitors are missing
- Brand values and brand personality (including the Aaker Brand Personality Framework)
- Brand mantra development
- Positioning strategy — Points of Difference (PoDs), Points of Parity (PoPs), and the positioning statement formula
- Brand repositioning — when, why, and how to reposition a brand
- Receive a digital badge and certificate of attendance
Learning Outcomes
By the end of the course, students should:
- Understand their target audience and competitive landscape
- Define a brand's values and personality using the Aaker Brand Personality Framework
- Develop a clear, differentiated brand positioning statement
- Craft a brand mantra to guide internal decision-making
- Align business goals with brand positioning strategy
- Recognize when and how to reposition a brand effectively
