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Skills You’ll Learn
Discovering keywords that are the foundation of branding
The task of extracting and wording words that are the essence of our brand
Writing that conveys the brand experience
Understanding “writing that conveys experiences and thoughts” before “writing that sells”
Creating a guide for internal branding
Create a guide so that all members share common values about the brand
Complete your brand persona
A way to talk with customers centered on “we are”
BX Writing Case-Study
The process of identifying and practicing writing for branding through various examples
branding,
It starts with writing.
✔ My brand is loved by many people
✔ Becoming a brand that is cooler and more sensible than other competitors
✔ Selling a great story and making that story get talked about countless times
It's probably the dream goal of everyone who does branding or marketing.
But what was the starting point for the great brands we know?
In the beginning, when there were no design ideas, let alone products or services
How did they share their thoughts and refine the brand's prototype?
To create, develop, and protect our identity
I write
It is often said that a brand is like a person. So in reality, I love the brand's story and style of speech beyond the product.
Brands that maintain such self-awareness and deliver a consistent message are not easily shaken for a long time.
“Writing for Branding” is a story about how to create, develop, and protect such “Nadaum” and “Uridom.”
It's not just about writing a line of copy in line with fashion, it's about creating a persona for our brand and how to incorporate it into products, design, services, and marketing.
Does your brand have an archetype?
If so, can you explain it?
In my lecture, I'll show you the process of finding the most basic prototype of the brand we want to create and unraveling it in writing.
It could be creating a completely new brand that didn't exist before, or it could be bringing new value and vitality to an existing brand.
Whatever the form, our goal
- Find keywords that are the foundation of your brand,
- Focusing on this, we discover the brand's core message,
- Again, it's about training writing to convey this message internally to us and to our customers.
This is practical and clear writing, not cool and fluid writing.
Also, it is a writing that everyone can share and empathize with, rather than relying on subjective sensibility or skill moves of a specific person.
And as a result, it's writing that strengthens and strengthens our brand.
What is unique about this class?
I've been working in the branding field for large IT companies for close to 10 years.
We have gained quite a bit of success by branding various parts, from products and services to systems and experiences.
And “writing” has always been at the center of that.
This is because I realized that writing can't replace every role, but at least it all starts with unraveling my thoughts in writing.
Writing is covered in so many books and lectures.
From how to write advertising copy, how to do UX writing, and how to write sellable articles (for marketing).
💡 However, I don't think I've seen a class that properly deals with writing for branding yet.
So I think I can tell a slightly more special and differentiated story.
It's also the reason I started this class.
It's not just about writing well,
The goal is to get people to write for branding!
What are the results of taking all of the classes?
- The ability to find keywords necessary for branding and express and explain them in writing is improved.
- You can understand how to create, express, and share personas that underlie communication at various points of contact.
- Perspectives on what characters and speech methods to choose to talk about are created in all areas where writing is required, such as branding and marketing.
So what kind of people should listen to it?
- Practitioners in charge of corporate branding and marketing
- Single entrepreneurs running a private brand
- Those who want to do a good job in personal branding centered on “me”
- Those who want to strengthen the internal branding of the company
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- Students who are interested in brand marketing and are preparing for related positions
1:1 personalized feedback from current brand marketers (1 time)
Coaching 'Brand diagnosis'and 2 'Writing Solutions' It is content-based.
1. Brand diagnosis
[Coaching content]
- If you currently operate (or are responsible for) a brand: We provide feedback on the process of discovering keywords that are central to the brand and developing them with key messages.
- If you don't currently operate a brand: We specify the core keywords and messages of the brand you want to build, and give feedback on the process on how to reflect them in the actual branding process.
[Pre-preparation tasks]
Select one key keyword that represents the core identity of your brand, and prepare the reason for choosing it.
- When using keywords, be careful not to use too long open-ended sentences.
- It doesn't have to be as ornate as advertising copy. The goals and core values of the product or service must be well conveyed.
- It is more helpful for coaching if we prepare the current problems of our brand and the goals or directions we want to change in the future together.
2. Writing Solution
[Coaching content]
- Difficult issues to solve in writing in the branding and marketing process (ex. It provides direction setting and feedback on SNS operations, product introduction, detailed pages, website configuration, etc.).
- We will continue to consult on how and how to train BX Writing.
[Pre-preparation tasks]
We will prepare specific examples of areas where you think BX Writing is not working properly among the points of contact surrounding your own brand.
(The case is analyzed, consulted, and coaching is carried out.)
- You don't need to prepare actual detail pages or ad copy.
- Or you can tell us about the part of your writing experience that you think needs the most development. (If you prepare an actual sample manuscript at this time, it will be more helpful for coaching.)
※ We cannot coach you on this kind of thing.
- Requiring brand naming, copywriting, etc. to be reflected in actual products or services
- Wanting writing coaching with content unrelated to BX Writing (ex. (Self-introduction, etc.)
- Requesting “Let me do it like a brand like OOO” without having to diagnose one's own brand
※ When using a coaching ticket
• Click [My Classes] on the Class101 web or app.
• Go to [My Class], go to [Coaching Ticket Mission] and click [Get Coaching].
• Please send in the pre-assignment file and questions in [Write a post].
• Coaching is answered sequentially based on the date of receipt. It may take 5 to 10 days depending on the order of receipt.
• The coaching ticket can be used for 20 weeks from the date of purchase.
• If not used within the period, no refund will be given.
📩 Coaching tickets are subject to some changes, and we will be fully informed when they change.
Curriculum
Creator
Kim illy
Loves writing, books, and brands
This is “Kim Il-ri.”
I've been working as a brand marketer for the 9th year at an IT company. We worked on branding various IT products and services such as online advertising products, creator platforms, web services, and mobile apps. Among them, I worked for a long time in the field of high-level planning to discover and refine the Key Concept, which is the foundation of the brand, and I was always helped by writing for this purpose.
Focusing on my current work, I am writing books in the field of branding, giving lectures, and sharing experiences with many people. We will do our best to make this class useful for your job with the projects we have carried out and vivid experiences!
