(this course is limited to 30 participants)
Master the science
(not just the art)
of branding.
Everything you need
is inside Brand Authority 2022
Madness yes included.
May increase chances of having a great time.
See Chaya’s emails for details.
Oh, hi there! I know you.
You already have a creative mind.
Now, you're ready to uplevel your value with rock-solid brand strategy skills.
Brand Authority is the course where talented creative marketers
become authoritative brand strategists.
become authoritative brand strategists.
BRING:
- those incredible creative juices
- any and all previous training
- your own unique marketing experiences
GET:
a springboard to the next level in your career or business.
Wield the tools that make you consultation-worthy
Instead of doing extra work
and research for free,
get paid to solve thorny client dilemmas. Walk out with a price tag on your brain.
Remember the guy who had no ideal customer, wasn’t sure yet about his pricing, and didn’t know who his competitors were? When you’re a brand strategist, people like that don’t take you for granted. Instead, they pay you to think for them.
Learn and practice trust-winning research habits
Use a proven process to earn client respect. Spend more time receiving high-quality referrals, and less time defending your work.
Ditch conversations that sound like this:
“I know you told me that purple and orange are your favorite colors. But hear me out for a second? Your business is a FUNERAL PARLOR.” 🙈
Confidently call yourself a brand strategist
Offer brand strategy as a paid service or package it with your existing offers for higher pricing, higher value and happier, more satisfied clients.
Finally, trash clumsy labels like “the designer-who’s-more-than-just-a-designer” or “copywriter-and-brand-messaging-problem-solver,” or “marketer-with-a-better-approach-to-brand-identity.”
Learning to think like a strategist is one of the coolest things you’ll ever do.
And you’ll do it within one of the coolest experiences you’ll ever have.
Here's what's in this course.
8 MODULES
Live classes + lifetime access to recordings
8 ASSIGNMENTS
Lab Work focused on a real brand for hands-on practice and critiques
6 LIVE LABS
Real-time demos and interactive practice sessions
16 SLACK SESSIONS
Twice-weekly Slack time for support + shmoozability
41+ RESOURCES
Cheatsheets and templates you will use over and over
1 MASTERCLASS
with Charna Ambers, brand design expert and consultant
"Brand Authority provided incredible insight into the branding element of copywriting that I felt I was missing. Slack time was sacrosanct. Having the time to pick Chaya's brain was invaluable!"
Chani Krausz
Brand Strategist & Copywriter, Write It Marketing
So…who is this mad brand strategist?
And why is she teaching a course?
Hey! Chaya here.
I’m a brand strategist and brand name specialist. I help brands meet goals strategically with my data-driven MAD Formula. I work with big brands worth millions and teeny-tiny startups with big dreams, helping them make more money, beat the competition and win long-term customer loyalty. And because my process is data driven but also creatively infused, I’ve not only built a six-figure business while working exclusively with clients I LOVE — I’ve also been invited to speak on high-quality platforms like CopyTribe, The BAM Expo and Online X.
I launched Brand Authority
because I saw exactly the WRONG kind of insanity
in the branding industry.
Businesses paying an insane amount of money.
Hundreds, thousands, tens of thousands of dollars.
For insanely little value.
Creative hype, targetless campaigns, and strategically bankrupt messaging & design.
Don’t get me wrong — I’m all for crazy. But THE RIGHT KIND of crazy.
-
CRAZY SMART
Businesses invest in branding that is goal-driven, strategy-driven—and yes, creative. They waste less money and get more effective marketing. -
CRAZY FAIR
Creative marketers have a data-driven process and are treated as authoritative experts. They command respect, earn the high prices they charge, and deliver results, not just pretty pictures and words. -
CRAZY BALANCED
Clients and creative teams invest effort in the right things, have relationships of mutual respect and admiration, and live happier, more intentional lives.
Everyone wins.
Nikki Elbaz
Worked in one of those fancy NY branding agencies…thought I knew everything about branding… Chaya taught me a whole ‘nother side.
Having worked in one of those fancy NY branding agencies, I thought I knew everything about branding. But in just one (free) monthly huddle, Chaya taught me a whole ’nother side to the process. Now… use that smart brain of yours to extrapolate how much value you’ll get from an 8-week, paid program. Uh-huh. But y’know what else is crazy important to consider when investing in a program? Your instructor. And how fun and encouraging she is. Because if you just don’t jive, it doesn’t matter how brilliant the coursework is. You’ll skip lessons. Make excuses. Fall back on your processes. You NEED fun to make this investment work. So *is* Chaya fun? Well, lemme tell you: Chaya’s my accountability partner. Yeah, accountability. Awful, guilt-inducing accountability. Guess if I look forward to our weekly meetings? Yep. Because Chaya can even make accountability fun.
So is this course for YOU?
…If you work in the creative marketing field…
…if you already have branding instincts in your blood…
…if you want the frameworks and formulas that make you a strategic partner…
You're an authority waiting to happen.
Brand Authority was made for
Freelance Copywriters
Embrace branding as a science, not some elusive art. Confidently offer paid Brand Guides and consultations.
Designers & Agency Directors
Earn the right to position for value, not pretty work. Finally, charge your worth.
In-House Marketers
Do the deep branding work no one else has thought of doing. Be the most valuable member of your organization.
What will you learn?
Everything - I mean everything - you need to know.
May 16
Module 1
Anatomy of a Brand
“Branding” isn’t hocus-pocus. It’s a creative science.
In this module you will >
In this module you will >
- Discover the fundamental theories of branding.
- Be introduced to the most critical vocabulary in the brand strategist’s lexicon.
- Explore the anatomy of a brand— through examples from multiple industries.
- Peek under the hood of famous brands using the MAD Formula™️.
- Understand what brand strategists DO.
- Learn how brand strategists offer a solution, not just a service.
May 23
Module 2
The Brand Strategy Process
A data-driven process is what differentiates “creatives” from “strategists”.
In this module you will >
In this module you will >
- Get a clear overview of the brand research process.
- Learn to run meetings and discover brand DNA.
- Watch & practice competitive analysis skills in a Live Lab session.
- Get guidance and tools for researching your target audience.
- Begin exploring how to analyze your research data.
May 30
Module 3
From Research to Strategy
Research is powerful but knowing what to do with it is where the magic really happens.
In this module you will >
In this module you will >
- Learn to define and classify target audience, even when there are multiple audiences.
- Discover 3 options for positioning your brand vs. the competition (and when to use each).
- Practice using the PAS Formula for a compelling brand narrative.
- Learn to write UVP, USP and USPeas in a pod.
- Understand the role of the Emotional Selling Proposition.
- Watch a live demo and practice analyzing customer data in a joint Live Lab session.
June 7
Module 4
No-Hype Brand Archetypes
Archetypes are electrifying! It’s time to seriously de-mystify this concept and get a handle on brand personality.
In this module you will >
In this module you will >
- Develop brand mission, vision & core values.
- Get to know the 12 archetypes & how to use them.
- Meet 58+ marvelous (and completely non-mysterious) real-life examples of archetype messaging.
- Learn to write an actually helpful voice guide.
- Gain tools for making targeted graphical recommendations.
- Practice writing clear, crisp mission & vision statements in a joint Live Lab session.
June 13
Module 5
The Brilliant Brand Brief
Package your insights, strategies and findings in impressive briefs to wow client teams.
In this module you will >
In this module you will >
- Gain formulas for the easy-peasy elevator pitch.
- Learn to identify core brand.
- Discover how to break down UVP/USP for more complex brands.
- Gain tools for creating customer avatars.
- Learn to develop Trust Builders for brands.
- Gain resources for creating and presenting jaw-dropping deliverables.
- Write a Brand Guide during a Live Lab joint writing session.
June 20
Module 6
Advanced Brand Strategies
These tools and concepts empower you to handle even the most complex brands and markets.
In this module you will >
In this module you will >
- Explore niche markets and how to position brands within them.
- Explore price positioning and the role it plays in brand strategy.
- Understand brand architecture & learn to make targeted recommendations.
- Practice studying the market for precedent —i.e. become a brandetective— in a Live Lab interactive workshop.
June 27
Module 7
Brand Names & Slogans
From neuroscience to trademarks, discover a framework for brand naming that is less muse-dependant and more reliable.
In this module you will >
In this module you will >
- Understand the role of brand names in propelling business goals.
- Learn the 4 kinds of names & when to use each.
- Get a framework for creative namestorming.
- Learn to narrow your list—with the 3 factors that make names awesome.
- Easily master background checks for names and taglines.
- Discover how to present brand names like a pro.
- Learn the 4 “jobs” you can give a slogan—plus strategies to prevent slogan staleness.
- Namestorm and prepare a brand name presentation in a Live Lab joint practice session.
July 5
Module 8
The Business of Branding
Master the workflows and processes you’ll need to confidently run your brand strategy business.
In this module you will >
In this module you will >
- Learn to position and pitch your brand strategy service as a solution.
- Gain tools for honing in on brand pains and pitching targeted solutions.
- Learn to write persuasive proposals.
- Get a process & workflow to easily plan and execute brand strategy projects.
- Prepare to successfully manage your client during a brand strategy project.
- Learn to think like a strategist (and practice doing it!) in a Live Lab workshop.
Video Class
BONUS Module
The Brand Strategist's Toolbox
Be prepared for (almost!) any brandilemma with a war chest of tools and resources I’ve accrued over years of strategizing for brands.
In this module you will get instructions and templates for using >
In this module you will get instructions and templates for using >
- Market Maps.
- Aspirational Positioning.
- Maslow's Hierarchy of Needs.
- SWOT Analysis.
- X/Y Grid for Competitive Positioning.
- Competitive Grouping.
Brand Authority comes with 41+ resources.
Shave off HOURS hours of work time
—while you deliver thousands of dollars in value to your clients.
TRUST BUILDER TEMPLATE
$18 VALUE
INTAKE INTERVIEW TEMPLATE
$69 VALUE
COMPETITIVE ANALYSIS SHEET
$89 VALUE
RESEARCH ANALYSIS GUIDE
$69 VALUE
BRAND GUIDE CHECKLIST
$19 VALUE
CUSTOMER QUESTIONS
$89 VALUE
PRICE POSITIONING LINE
$16 VALUE
P-A-S GUIDE
$36 VALUE
COMPETITVE POSITIONING
$24 VALUE
AUDIENCE BULLSEYE
$12 VALUE
BRAND NAME PRESENTATION
$129 VALUE
ARCHETYPE CHEATSHEET
$49 VALUE
AVATAR CHEATSHEET
$70 VALUE
BRAND GUIDE TEMPLATE
$179 VALUE
BRAND STRATEGY TEMPLATE
$179 VALUE
Here's what Brand Authority members said about these templates.
Templates are a total cheat...
clients loved.
C.S.Teitelbaum
Copywriter and Brand Strategist
Chaya’s templates are a total cheat. I’ve already used them for several naming projects and all clients loved the names in the first round, which I’m sure was in no small part to the clarity and presentation she taught us.
Use them all the time...
super helpful.
Dina Gaines
Next-Step Coach for Creatives
I use them all the time. So far I’ve used: the goals worksheet, intake template, trust builders template, intake questions cheatsheet, competitive analysis template (also the live lab where you demonstrated the competitive analysis was super helpful, I watched it several times) market mapping… super helpful… sample research brief, archetype cheatsheet, brand guide templates and brand guide samples!
So what can you DO with Brand Authority?
1.
Gain a reliable process for building out strategy, drawing conclusions, and presenting it compellingly — like Chani Pollins.
Skipped me forward a year and a half
“Branding” went from a vague term to something defined and totally doable. I now have a rich understanding of what branding is, what it does and its power to change businesses on so many levels— not just in their marketing. I’ve also gained a reliable process for building out the strategy, drawing conclusions, and presenting it compellingly to the client. I used to “throw in” a Brand Messaging Guide to every website project I did. Now, my BMG is a foundational paid deliverable – in which I’m confident that the four-digit price I’m charging is well worth it for my clients.
2.
Have fun naming brands — with a method — like Chany Paskes.
A heaping of confidence added
I’ve been naming companies for a while now. It was fun, it was scary and it was confusing all at the same time. And that’s because I was relying on my creativity. Despite the fact that I came up with these brilliant company names, I always had this niggling itch in the back of my brain: Maybe I’m slapping the company with a name that isn’t good for them. Then I took BA. At the risk of sounding dramatic, I’ll say this: Everything changed. I’m still naming a lot of companies. But it is no longer scary nor is it confusing. Only the fun remained. And a heaping of confidence was added to the mix. Because there’s a crystal-clear method to the madness. Can I still tap into my zany creativity? Absolutely. But the guilt’s not there. Because I now KNOW that the name I’m suggesting is strategic and Chaya-backed.
3.
Charge well for Brand Guides — and feel amazing about it — like Naomie Rubner.
Empowered and ready to take on higher-level clients.
I just completed my second brand guide for a client and following the process makes me feel calm and confident that I did an amazing job. I charged $2,650 and included almost 10 interviews. Having BA in my back pocket helped me feel empowered and ready to take on higher-level clients. People who really appreciate brand strategy are on a different level than clients who say “Hi, write me a letter.” I know that I’m creative, but now I offer so much more. I’m a trusted partner in the project with data, research and a process to back me up.
Reminder: this is a limited-space program.
Total registration is limited to 30 slots.
Questions you're asking about this course.
And answers to quench your curiosity.
Course begins May 16th and runs through July 15th
Yes, this is for women only.
Lab Work (course assignments that let you implement what you’re learning
and get my feedback) will take about 1 hour each week. Since you’re already a
marketer, your Lab Work will be directly relevant to the work you are doing for
clients or for your in-house job. From Module 2 and on, your Lab Work
assignments will have to be done for a real business. This can be work you
perform for a paying client, your employer, or anyone who wants your brand
strategy services. Ultimately, you will walk away with an impressive Brand
Authority Case Study. Your final Brand Strategy Brief may require about 3-5
hours to complete.
Your Case Study is a brand strategy masterpiece you’ll flaunt to prospects
when you’ve completed the course. It is the culmination of all your Lab Work.
You will use your Case Study to help demonstrate your skills and promote your
own business.
Yes, you get a badge. Upon successful completion of the course and passing
your Lab Work you will get a shiny new Brand Authority badge to display on
your email signature, LinkedIn page, website… wherever you show up and
show off.
In order to master the skills you will learn, it is essential that you do the Lab
Work. I won’t force anyone to complete Lab Work, but you may struggle to
implement skills without it. Also, Brand Authority badges are *only* awarded to
participants who successfully submit completed Lab Work within the given
(reasonable) time frames.
If you start the course and are not 100% satisfied you can get your money back
at any time, no questions asked.
This course is not *only* for copywriters or trained copywriters. It is for anyone
who wants to provide data-driven branding services. You should take the
course if you have some experience and/or training in copywriting, design,
marketing, or marketing strategy.
No. You don’t need to be The Most Amazing Writer Ever. However, you DO need
strong writing skills. If you possess the following 6 skills, you should be able to
master this course.
The ability to understand abstract or complex ideas and summarize them
succinctly.
✔️ The ability to write in a clear, organized fashion.
✔️ The ability to use correct sentence flow, spelling, grammar and
punctuation.
✔️ The ability to distill ideas into short, tight sentences or paragraphs.
✔️ The ability to think creatively within a given framework.
✔️ The incredible courage to NOT hide under your bed after reading this list.
What’s the ROI on this course?
Hear about it from BA Alums
"You can't put a dollar value on confidence or future earnings, but Brand Authority has definitely played a role for me in both."
Esther Novak
Creative Copywriter & Brand Strategist
“I always loved branding, but after taking Brand Authority, I finally had the guts to call myself a brand strategist. My clients get better quality services since I’m focused on their long-term brand strategy and not on one-off projects. You can’t put a dollar value on confidence or future earnings, but Brand Authority has definitely played a role for me in both.”
This course gives you the ability to keep learning—adapting and exploring terms, concepts, and techniques in *any* branding project.
Chanie Wiesenfeld
CMO at Hamaspik of Kings County
What I liked best about Brand Authority is that the deliverables keep giving value, long after the initial project is completed. The Brand Strategy Guide for one of our sub-brands, created within the course, served as the north-star for many complex branding decisions, many months after the course was done, and the same can be said for other concepts. Chaya doesn’t just give you templates (you get that too!); you get tools. It’s the course that doesn’t merely give you information, but gives you the ability to keep learning—adapting and exploring terms, concepts, and techniques in any branding project.
So here’s the thing about Brand Authority.
We do serious work.
But we have an insane amount of fun doing it.
We take wins seriously, too.
And we celebrate them.
Vigorously.
FYI:
The biggest, most awesome wins are those that
move us ahead
and make us money.
This is where you say “yes”, grab your spot, and start getting course emails.
It’s a sweet place to be.
Days
Hours
Minutes
Seconds