By the end of the course, the learner will be able to:

• Define a brand and explain how to create differentiation
• List the questions that help you define your brand
• Define an identity and list questions that will help you define your identity
• Detail who (customers/ audience) you should serve
• List questions that will help you define your customers/ audience
• Describe how to begin to make your customers ‘have to have you’
• Detail the principle of turning needs to wants
• Explain the concept of a ‘big idea’ and look at examples
• Describe how you might define your big idea
• Detail how you deliver on your big idea promise(s)
• Describe how to determine what customers’ want to hear
• Determine who your brand advocates are
• Detail how you can add value to your customers