3 hour, 13 minute investment


by Rob Bertholf

Branding is the foundation of all marketing. This is why it is the first of the six modules which align to the six layers of modern digital marketing.

Often avoided and underestimated, branding is the process of creating an emotional connection with your audience and differentiating your business from other offerings.

To some, branding may seem elusive and overpriced. If this describes you, DIY:DIFM asks (begs!) you give it another chance because developing a strong foundation in branding will increase the effectiveness of all marketing activities, as well as each upcoming layer.

As a web designer, having a well-defined brand practically creates the website for you. As a search marketer, a well-defined brand gives you the research and assets needed to quickly gain visibility and build authority. As a content or social marketer, having a well-defined brand provides the framework, backstory, and storytelling needed for targeted and consistent communication. Course instructor Rob Bertholf’s (@Rob) lessons, resources, and tools will help you establish all of the brand assets your business or client’s business needs.

Rob Bertholf established the branding layer based on:

  • Positioning Why you exist and how you wish to be seen by your customers.
  • Personality How to humanize your brand both visually and verbally.
  • Presentation How you will present your brand to the world.
  • Reaction How to become your brand in the real world and on the World Wide Web.

The branding layer will help you establish a brand that is clearly identified by your audience and clearly differentiated from your competitors.

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Indicates interactive lessons
Duration: 00:20:08

Module 1: What is Branding?

In this module, you will begin to explore the makings of a brand, branding terminology, and the importance of branding. You’ll also look at a "brand formula" and "brand equity formula" as a way to better visualize and demystify branding.

Duration: 00:23:16

Module 3: Personality

In this module we will start to humanize our brand by giving it a personality both verbally and visually.  This allows our customers to relate to us and gives us a consistent guideline for interacting as the brand.

Duration: 00:41:05

Module 4: Presentation

In this module, you’ll let your positioning and personality guide how you present your brand to the world. You will define what you are called and create your brand's face—what your customers will identify you by.

Duration: 00:13:24

Module 5: Rollout

Let’s get your brand out there. In this module you will wear and become your brand, stepping out into the world, and into the world wide web.

Rob Bertholf
Rob Bertholf


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