What's In Your
A research-based approach to crafting a favorable, distinct, and admired brand for more profits, better performance, and a powerful customer experience
Steven Silverman, Ph.D.
Powerful Brands Aren’t Created by Accident
Every brand that has lasted the test of time, that created raving customers with unbeatable loyalty, and that stood out from their competitors was designed deliberately.
So if you want to create a strong, successful, powerful brand - you have to do what they did and take a strategic approach.
But how do you go about being strategic when it comes to branding?
Step one is understanding that…
Our Brains Create Meaning in a Methodical Way
Our brains have adapted to take in millions of data points, filter them, and create meaning from them. How does that happen? Our brain takes separate pieces of information and assembles them into a whole concept.
The simplest way to explain this is with an example.
What do you see when you look at this image?
3 random dots, right?
But what happens if I add some more context to it?
Now these 3 random dots become a part of the constellation Orion. Once you see these three dots as parts of something else, you begin to see the whole object, in this case Orion’s Belt.
Then, when you look up into the sky at night in the Northern hemisphere and see 3 stars next to each other your mind will automatically see them as one thing - Orion’s belt.
And the same concept applies to brands.
When customers think of your brand they don’t think of things separately. All of their interactions combine together to create a…
Now, research conducted by my team and I, found that there are 8 key dimensions in a brand constellation.
Every interaction potential customers have with your brand… Every thought they have about it… Every experience can be classified into 8 key dimensions that form your brand constellation.
This means that if you can clearly define your brand in each of these dimensions, you’ll have the foundation for a strong, successful, powerful brand - because you’ll be guiding the market on what to think about and associate with your brand.
I want to make one thing clear:
This Approach Isn’t About Design,
It’s About Strategy
Yes, colors, fonts, and all of those design elements hold an important part in creating a memorable brand… but that’s the key - they’re just a part of it.
You could have the most beautiful, memorable colors, but if there’s no solid strategy behind it - it will just be an empty shell.
Without a strategic foundation, your brand will be a few well-designed dots, but it’ll never be seen as Orion's belt. That’s why you need to implement:
A Proven Process to Creating a Powerful Brand
This course is a distillation of all the most important ideas I’ve learned over the past 40 years.
It combines the theoretical aspects of branding I’ve discovered during my research and the practical aspects I’ve figured out from consulting to dozens of companies of all sizes and working at Microsoft and Dupont.
We’ll start with going over exactly what a brand is - because if we don’t have a common understanding of this concept everything else is meaningless.
Then I’ll walk you through the process of designing your own brand constellation and give you a clear framework.
You’ll get a clear, comprehensive process on structuring your brand for each of the 8 key dimensions, and how to communicate your brand so it creates a memorable impact on potential customers in each of those dimensions.
I know this may sound like a lot, but I’ve designed this course to be digestible, actionable, and practical.
Here’s a peek inside the 5 modules that make up this certificate course in brand management:
Welcome to Your New Brand
In this module we’ll set up the foundations required to succeed, go over the big picture plan, and set up your calendar to take the next 2-3 weeks to complete the plan.
What is a Brand?
What is a brand? Wittingly or unwittingly every company has a brand. But if you don’t know what a brand is it is hard to intentionally create a good one. Once you know, you can begin to build yours effectively!
Designing Your Brand Constellation
Intentionally creating an effective brand requires a plan. Here’s where you will develop your brand plan on the 8 dimensions of a brand constellation that fit the market’s mind. You will define what people need to know to clearly understand your brand.
Managing Your Brand Constellation
Creating the brand constellation plan is just the first step in managing the brand. In this section we will explore the process of activating the brand, studying it in the market, and adjusting the 8 dimensions to best fit the market’s mind.
Brand Constellation Management Integration
In the end, it is critical to connect your own ideas together by integrating the ideas presented in the course. Bringing everything together will solidify your learning and improve your actions in the future.
Hi, I’m Steven Silverman
I am a marketer and strategist. I see strategic and marketing problems as practical choices that can be informed with thoughtful research, analysis, and communication. With insights from qualitative and quantitative, primary and secondary research, these efforts can build meaningful brands in the market's mind.
To this end, I have managed multi-million dollar annual budgets and driven executive decisions on marketing and strategy across a range of industries, including: software, electronic components, chemical fibers, integrated circuits, pet food, personal care, life and health insurance, automobiles, pharmaceuticals, online retail, not-for-profit organizations, and others.
I also worked in marketing management for Microsoft (market research, product strategy, and product management) and DuPont (led marketing research for the fibers division). And I managed client projects, and consulted in marketing and business growth for Monitor Company.
I earned a Ph.D. in marketing and strategy from the University of Pittsburgh, and an MBA in marketing and a BA in psychology and communications, both from the University of Wisconsin-Madison.
Based on research that I conducted, I wrote Brand Constellations. The course presents an approach for building a brand more effectively based on how people think about brands.
Choose the Right Option for You
I know the information in this course works… but I also know you can’t know that 100% until you’re inside the course. That’s why you can join now, try out the exercises, watch the videos, and go through the process for 30 days. and if you’re unsatisfied for any reason just
email me for a full refund.