Workshop 2


The marketing process of creating and producing digital and print marketing that builds awareness of your business, generates engagement, and sales of your offerings.

LBB Workshop 2: BRANDING*

Modules and Projects

Module 7: Identity Development

1. Branding Basics

2. Naming Conventions—Naming your offering and startup

3. Taglines/Slogans

4. URLs and Web Protocols

5. Brand Elements & Standards

Project: Write a Tagline or Slogan for your offering and company.

Share your product name, company name, and taglines with group for feedback.

Project: (For companies with existing logos) Identify Brand Elements in your logo and implement Brand Standards.


Module 8: Design Fundamentals

1. Introduction to Graphic Design

2. Psychological Elements of Design

3. Line Art vs Continuous Tone

4. Applied Color Theory

5. Color Reproduction Across Media

Project: Using the Color Wheel, Find a Continuous Tone logo, and turn it into a Line Art logo with a harmonic color scheme. If you have an existing logo, use the Color Wheel to create a harmonic scheme.

Share with group for feedback.


Module 9: Identity Design

1. Identity Design Across Media

2. Working in Thumbnails

3. Logo Design for Offering and Startup

4. Typography in Print & Digital Media

5. Rebranding

Project: Produce thumbnail designs of your product and startup logos that are visually consistent across all media.

Share with group for feedback.


Module 10: Layout and Reproduction

1. Effective Layout

2. Responsive Design

3. Image Reproduction Across Media

Project: Produce thumbnail sketches of a digital or print ad for your product or service with an effective, responsive layout.

Share with group for feedback.


Module 11: Effective Visual Content

1. Elements of Attention-Grabbing Imagery

2. Copyright Law Basics

3. Free and Low Cost Image & Video Capture

Project: Begin a Visual Library of free and low-cost reproduction-quality images and video clips.


Module 12: Digital Marketing

1. User Interface Design and Engagement

2. User Experiences

3. Digital Navigation

4. Search Engine Optimization (SEO)

Project: Design a User Experience in text, and/or thumbnail sketch.

Share with group for feedback.


Module 13: Online Technology

1. Basic Online Operations

2. E-Commerce Operations

3. Domains, Subdomains & Subpages

4. Webhosting & Cloud Computing

5. Content Management Systems (CMS)

Project: Research webhosting, and/or CMS, and choose one for your needs and budget.

Share with group why you chose what you have, and how and why it suits your startup's needs.


Module 14: Website Development

1. Purpose and Function of Websites

2. Creating a Website Sitemap

3. Typical Websites Components & Pages

4. On-site Blogs & Vlogs

5. Free and Low-Cost Website Hosting & Templates

Project: Produce thumbnail sketches for your startup website using imagery from your visual libraries. If you already have a website for your startup, replace your content with more effective layout and imagery.


Module 15: Digital Campaigns

1. Cost-Per-Click (CPC) Ad Campaigns

2. Landing Pages & Microsites

3. Video Campaigns

4. Video Scripting

Project: Produce thumbnail sketches of a Landing page campaign, with an embedded video.

Share with group for feedback.



*Suggested prerequisite: Productization Modules 1, 2, & 3

LBB W2—Step 2: Brand Your Productized Offerings


Bring W2 Branding to Your Business*

For LIVE LBM Workshops ONLINE, via ZOOM, to virtually anywhere on the planet, please see our Custom Workshops.


*IPP Marketing Workshops are currently available at your offices, or ours, in select San Francisco, and Seattle areas.

See multiple locations in the map below. 

For LIVE workshops at your office, please include your business location in your contact information, and if you have an office, or require a space to attend the workshops.

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