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In this course, we'll be building a brand strategy for your organization.

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A brand strategy is made up of a target audience,

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promise, benefits, and a personality,

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and we'll go into what each of these are.

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We'll identify them for your organization and then

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put them together to form a strategy,

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and this will be used to inspire your visuals,

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your messaging, and your communications decisions.

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The first step is identifying your target audience,

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which is who you're serving through your products and offerings.

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So if your audience is anybody receiving communication

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from your organization, then your target audience

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is a smaller segment within that of those who you've identified

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would most benefit from interacting with your organization.

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It's who you're most focused on serving.