BUILDING A BRAND LANGUAGE
Future London Academy
Key Information
Campus location
London, United Kingdom
Languages
English
Study format
Distance learning
Duration
5 hours
Pace
Full time, Part time
Tuition fees
GBP 990 / per course
Application deadline
Request Info
Earliest start date
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Scholarships
Explore scholarship opportunities to help fund your studies
Introduction
Ads, tweets, emails: brands now write in more places than ever before. In this five-part course, our experts will teach you how to put language at the heart of your brand.
GET MORE FROM YOUR BRAND LANGUAGE
LEARN FROM THE EXPERTS
The course has been created by a team of expert brand writers. Learn their processes through real-world case studies and examples.
CONCISE & PRACTICAL
Forget boring academic courses and dusty theoretical lectures. Get ready for fresh, relevant content that’s perfect for busy professionals who want to build and grow their brands.
TOOLS & TEMPLATES
We carefully curate our content to make it inspiring and applicable. The course includes tools and downloadable templates for you to use.
Curriculum
PROGRAMME STRUCTURE
CHAPTER 1 - BRAND LANGUAGE
What is brand language? Why does it matter?
Gain a clear understanding of brand language, and what it means for your brand. Audit your current brand language, and develop a sharper eye for effective writing.
▶︎ Good, bad and ugly brand language examples
▶︎ Brand language audit
▶︎ Quick wins to improve your brand language
CHAPTER 2 - BRAND STRATEGY
Develop a clear, compelling strategy
Cut the corporate waffle, and learn how to write a brand strategy that you can actually use.
▶︎ Find and develop the strategy
▶︎ Pin it down in words
▶︎ Make it useful and actionable
▶︎ Avoid bland corporate language
CHAPTER 3 - NAMING
How to name your brand
Learn how to run your own naming projects — whether that’s for your brand, your client’s, or individual offers and teams.
▶︎ Explore the competitor context — where do you want to position yourself?
▶︎ Get started — how do you run a naming workshop?
▶︎ Run creative exercises — how do you find a name?
▶︎ Manage a naming project — how do you present and handle feedback?
CHAPTER 4 - BRAND VOICE
How to define your voice
Find the right voice for your brand, then put it into action with useful, practical guidelines. Train the rest of your team to use it.
▶︎ Bring your brand strategy to life in your voice
▶︎ Find the building blocks for your voice
▶︎ Write useful, practical guidelines
▶︎ Train your team in using the voice
CHAPTER 5 - DIGITAL WRITING How to take your brand language online
Apply your brand language to your digital experience. Understand how channels like microcopy and submission forms can bring your brand to life.
▶︎ What’s different about writing for digital
▶︎ How do you balance clear information with character
▶︎ Microcopy and how to apply brand voice in calls-to-action and email subject lines
Programme curators
Mike Reed
Co-founder & Creative Director at Reed Words
Mike has been a copywriter for over 25 years, in which time he’s founded two agencies and won a clutch of awards – including D&AD Pencils, a Cannes Lion, Design Week and Dieline awards and an LIA statuette. As well as leading the team and working directly on projects, Mike speaks at conferences around the world, and leads creative and training workshops. He has also written on brand language for publications like Computer Arts, Creative Review and Design Week.
Sam Russell
Senior Writer at Reed Words
Sam helps brands get more from their language. He’s done this for everyone from Formula 1 to Madame Tussauds, Great Ormond Street Hospital to Net-a-Porter. As a Senior Writer at Reed Words, he leads the agency’s training workshops and courses.
Program Outcome
You will learn
- How to audit your current brand language
- How to write a clear, compelling brand strategy
- How to run a successful, strategic naming project
- How to build the right voice for your brand
- How to train your team in using your brand voice
- How to apply your brand language to your digital experience
Gallery
Ideal Students
Who is this programme for?
- Creative and design directors
- Brand managers and strategists
- CMOs and heads of marketing
- Company founders and senior leaders
- Social media specialists and content creators
- VUI designers and copywriters