CREATING THE DIGITAL EXPERIENCE

As we connect with brands through their various points of contact, opportunities for richer experiences are created. How we interact with a brand through a website, mobile app, pop-up space, wearable art, kiosk or interactive wall display can play an increasingly important role in forming a deeper, more personal relationship with a brand.

This new branding paradigm delivers meaningful brand experiences through immersive customer interactions.

Branded Interactions course is designed to guide the students through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace.

YOU WILL LEARN HOW TO

In this course, students will learn how to develop a brand strategy and create the visual tone for a brand’s product or service, to create immersive experiences that span online, mobile environments, and beyond.

This will be a creative, exploratory-based course, not a coding or technical class.

All the sections are packed with real-world examples, case studies, and interviews with experts from leading brands and interactive agencies. A wealth of design documentation and diagrams help to build a robust framework for any project, incorporating brand strategy at every stage while remaining flexible enough to incorporate change and creativity.

IMPORTANT COURSE INFORMATION

Participants who fully attend this course and complete the test on the last day will receive a Strategic Axis Professional Certificate (SAPC). SAPC certificates are regionally recognized and can be quite valuable when applying for more senior roles within the organization or outside.

COURSE OUTLINE

The Concept of Brand: A Lesson from Edward “Blackbeard” Teach

UX Is a Brand Differentiator
The Concept of Brand: A Lesson from Edward “Blackbeard” Teach

The Modern History of Branding

Defining Brand in the Age of Digital Experience

Components of Brand: Visuals, Tone, and Actions

Components of Brand in the Real World

The Relationship Between Brand and Digital User Experience

UX Is a Brand Differentiator

Module 2: Translating Brand into User Interactions
Brand vs. Branding

History of modern branding

Company, customer, and designer roles in brand

Mapping your current brand’s landscape

Brand attributes

Brand components (values, story, offerings, image)

Brand personality and positioning

Competitive analysis

Module 3: Brand Planning
Modern mediums

Ecosystem of touchpoints

Brand across the customer journey

Extending brand attributes into concrete guidelines

Module 4: Brand Implementation
Translating brand into digital interactions

Maintaining consistency across touchpoints

Navigating brands vs. sub-brands

Evaluating

Measuring and optimizing brand loyalty

Assessing brand experience across the customer journey