The Art of Storytelling in Branding for Digital Business
Faculty
Isabel Serval
Senior Creative Copy and Brand Strategy Consultant at Sapient Razorfish_, DigitasLbi
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Every great service, product or idea needs to find its way to the people who want and need it. In an oversaturated world, ways to reach target audiences are ever more creative and elaborate. This module explores the art of storytelling in brand, and copywriting specifically as part of brand identity and marketing. Students will learn what makes a good brand, how to tell a story and how to recognise good creative copywriting for digital business.
Learning highlights
- This course won’t teach students how to become copywriters, creative directors or brand strategists. Rather, it will teach how to develop a brand in collaboration with the right creative people. They will learn what makes a good copywriter, creative director or brand strategist for their business, so they can get the best team together right from the start.
- Successful, leading brands always have a bespoke, crystal clear identity and speak with a coherent voice that resonates directly with the brand’s desired audience. That’s why we emphasise recognising good creative – to help young entrepreneurs avoid a common pitfall for tech startups: launching with haphazard branding and tone of voice. Start-up spirit isn’t to be mistaken for “a quick fix”, leading only to early deaths of great ideas.
Course outline
4 classes
Introduction to Brand:
What is brand and why does it matter?
Coursework: brand presentation
Presentations Group 1 +
An interactive evaluation of the history of brand, based on assigned course research.
Presentations Group 2 +
Brand personality, your target audience and user experience design.
Deadline Assignment 1: micro-essay on the value of brand for digital business
Session 4
The psychology of brands and brand archetypes. Deadline Assignment 2: Agile Brands
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Isabel Serval is a London based senior creative copywriter and brand strategist. She lends her creative skills to creative, digital and advertising agencies such as DigitasLbi and SapientRazorfish for a wide range of clients, among which Timberland, RBS/Natwest, UBS, Jade by HSBC Premier, Nestle and Scania as well as London tech companies such as global meet-new-people app Badoo, mortgage disruptor Habito and fintech giant PayPal.
She designed the voice and tone for Harbour.Space University and was previously Head of Creative Communications at production agency jelly London.
See full profileApply for this course
The Art of Storytelling in Branding for Digital Business
by Isabel Serval
Total hours
45 Hours
Dates
Nov 06 - Nov 24, 2017
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.