About the Course:
In this course, we’ll share the multimillion dollar concepts Karianne used to help craft the world’s strongest, most recognizable brands. We’ll start by helping you identify where you’re headed professionally--empowering you to tell a story that is both aspirational and grounded in your experience. Next, we’ll get to know your audience – going beyond simple demographics to better understand what they think, feel and believe. Finally, we’ll put it all together with a positioning statement and unique set of brand values that will set the foundation for crafting strategic and memorable content for your brand.
Visualize your future and depict, qualify & quantify what’s possible for your career or business. Establish & overcome your biggest communication barriers to help you take immediate steps forward.
Go beyond the demographics to uncover essential insights on your audience’s language that improves engagement and strengthens the connection with your professional or business brand.
Identify your brand values, discover the character and tone that summarizes your unique approach and create a one-of-a-kind brand positioning statement to make your brand stand out from competitors.
Build the foundation for strategic and memorable social media and website content, concise messaging for elevator pitch-like situations, and captivating talking points for networking events.
Karianne is a Chicago-based brand strategist, instructor, and coach with 15 years of brand leadership experience in the creative industry.
Over the course of her career, Karianne has led branding, digital marketing, advertising strategy and execution for some of the world's biggest brands including State Farm, Hewlett-Packard, and GE. In 2017, she launched Lofti, a brand education agency, to help independent contractors, entrepreneurs, and business leaders navigate the complex world of branding.
In her first 18 months, Karianne coached over 250 leaders and entrepreneurs through private consulting and original branding workshops in London and throughout the U.S. From real estate agents to consultants, dental practices, restaurateurs, performing artists and event management companies, Karianne applies the same multimillion dollar concepts she used to craft the world’s strongest, most recognizable brands, in a simplified methodology to advise individuals on how to refine and leverage their story to get them to their next level of greatness, in either their career or business. She has curated a team of best-in-class creatives and coaches that assist in workshops and with creative implementation. Together, they help high-performing leaders craft messaging in a hyper-strategic way that resonates with prospective clients, leads to new business opportunities and opens doors that were once only ajar.
“Karianne’s questions are eye-opening, I was caught up in work terms, she helped me consider the “human” attributes to tell my brand story.”
- Holly, Director of Marketing
“Last year, my business grew 25%, I gained confidence in my brand helping me to attract the right clients. Before the course I was unfocused, I had a lot of ideas that were all over the place. The exercises focused my branding, I created a story to set myself apart and get my brand out there.”
- David, Real Estate Agent
“Thinking about the visual aspects of my brand was daunting to me. I would spend time staring at Instagram, trying to figure out what to post, when to post. Now, I'm really excited to get home and get to work practicing these principles.”
StartOverview: Building an Audience Connection (0:33)
StartDefine Your Audience: Consider Who They Are (4:56)
StartYour Task: Explore Your Audience Demographics
StartYour Task: Explore Your Audience's Behaviors
StartDefine Their Language: Consider Their POV (4:44)
StartYour Task: Explore What They Say
StartYour Task: Explore What You Want Them To Say
StartYour Task: Explore the Themes
StartOverview: Telling Your Story (0:33)
StartDefine Your Values: Consider Your Descriptors (7:07)
StartYour Task P1: Describe What Makes You Unique
StartYour Task P2: Define Your Guidelines
StartYour Task P3: Define Your Superpower
StartYour Task P4: Define Your Brand Values
StartDefine Your Positioning: Consider How You Stand Out (6:02)
StartYour Task: Build Your Positioning Statement