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Become a master brand marketer

Get advanced-level skills to create and grow a standout brand

This program is for people who are serious about developing hands-on brand marketing skills.

Designed to help marketing professionals create and refine a strategic brand identity, this advanced certification program will give you deep marketing knowledge across key brand disciplines.

Jennifer Warren

VP of Global Brand Marketing @ Indeed

Enroll now

What does your brand say about you? If anything

The biggest challenge for any business is to be top of mind. In saturated markets (read: every market) a strong brand is no longer a nice-to-have — it’s a life raft. It amplifies your performance marketing. It speeds up your sales cycles. And is your only sustainable way to get noticed, chosen and preferred.

Designed to help marketing professionals create and refine a strategic brand identity, this advanced certification program will give you deep marketing knowledge across key brand disciplines.

Go from standing still to standing out

There have never been more brands (and more noise) than today. Why should customers pick you? Competing on features, services, or pricing, might have worked until now — if you’re lucky. But not for long. The era of product-based differentiation on its way out. And prospects are desperate for someone, anyone, to stand out and make their decision easier. 

Separate yourself from the dime-a-dozen wannabe brands vying for attention and future-proof your business. Discover the methodologies it takes to create a successful brand.

Brand marketing will determine if you sink or swim

After taking this minidegree, you’ll:

  • Walk away with an 8-part framework you can use to craft a positioning story, helping you cut through the noise and carve out a market of one
  • Apply a brand tracking system to get the data you need to meaningfully measure brand awareness, engagement and ROI
  • Know how to nurture your audience and create brand advocates using 5 lesser-known audience-building strategies and techniques
  • Develop a multi-platform content strategy that matches the strengths of your brand, improving reach and engagement
  • Nail your product messaging and craft powerful, research-backed brand stories that resonate with your customers
  • Transform your business into a differentiated brand, with a tactical plan to connect with customers beyond the purchase

You’re already competing on brand. Now get the tools it takes to win.

You don’t need the best product to win on brand. Smaller companies with inferior products all around you are making a killing. Why? Because of their brand. 

Drift wasn’t necessarily the best in their category, but their brand strategy led them to win it. Nurturing the brand is what separates winners from losers. And anyone can win on brand with the right tools.

Most brand marketing courses only skim the surface. They tell you ‘why’ and leave you guessing your way through the rest. We show you ‘how’.

If you’re a marketer, you need to be a brand marketer.

You can’t be a marketer who doesn’t get brand — no matter how technical you are. Analyst, SEO specialist, product, growth. Every function of sales and marketing gets a whole lot easier with a brand marketing toolkit in your pocket. From targeting more effectively to watching your ad spend go further.

You’ve been fed the idea that brand is this fluffy discipline that can’t be measured or learned. Only in amateur hands.

At the end of the Brand Marketing Minidegree, you’ll have the processes, tools, and transferrable techniques to level up your brand — no matter your industry or role.

Poli Dey Bhavsar

CXL’s branding 101 course was highly structured with no fluff, full of value, and great content. It equipped me with actionable steps that I could apply at my workplace straight away

Tanner Nord

Branding is at the core of every business and can take even the most unoriginal commodity and transform it into a necessity. CXL’s branding courses will teach you how to accomplish this with different techniques and at different stages of business maturity.

~45 hours of on-demand, no-fluff videos & study material to take you from brand theorist to expert

6 cumulative tracks. 19 expert practitioners. ~45 hours of hands-on lessons.

All our instructors are hand-picked, and carefully vetted. Our approach is straightforward – every instructor needs to be the absolute best in the world at what they do.

Minidegree content is a curation of self-paced video courses, so you can learn at a speed that suits your schedule.

1 Brand fundamentals

Branding

Branding

Discover the formula to develop a brand that attracts customers effortlessly

Discover the formula to develop a brand that attracts customers effortlessly

branding strategy | messaging

User-centric marketing

User-centric marketing

Achieve happier customers and increased sales with user-centric marketing

Get happier customers and increased sales with user-centric marketing.

user research | user testing | marketing campaigns

2 Brand success

Positioning

Positioning

Learn to carve out your company as a Market of One–an organization that is sought after for what makes it unique.

Learn to differentiate your company in a sea of sameness–avoid commoditization, price erosion, and the trap of “me too” messaging

positioning | marketing strategy | messaging

Radical differentiation

Radical differentiation

Make your brand radically stand out.

Grow your confidence, look beyond demographics to define a market that can’t wait to hear from you, engineer your very own differentiation to stand out, and ‘jolt’ your market into action so they notice you, trust you, and buy from you.

positioning | marketing strategy | differentiation | branding

Brand strategy

Brand strategy

Grow lasting brand affinity by building an audience beyond your existing customer base.

Understand what it takes to build a winning brand and create your path forward.

brand / strategy / purpose

3 Brand marketing

Launching the week of September 27th:

Creating Reciprocal Value PR by Jeff Barrett

Messaging by Maya Shah

Product messaging

Product messaging

Stop letting amateur copy wipe out your conversions

Improve your messaging strategy through customer research and analysis.

voice-of-customer research | value propositions | copy design

Storytelling

Storytelling

Become a skilled storyteller so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.

In this insightful and heartfelt course, Miri leverages excerpts from her book Brand Storytelling to help you become a skilled storyteller so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.

design thinking | empathy | story testing

Digital psychology & behavioral design training

Digital psychology & behavioral design training

Understand what motivates your customers to convert.

Learn the essence of behavioral design, while developing a broad perspective on the psychology of online behavior.

emotional design | cognitive psychology | design audits

Integrated Public Relations and SEO

Integrated Public Relations and SEO

PRs and SEOs are after the same thing, attention. This program will help you learn the tactical strategic skills needed to excel.

Create and execute highly effective PR and link-building strategies.

4 Build your tribe

Audience building

Audience building

Grow lasting brand affinity by building an audience beyond your existing customer base.

Grow lasting brand affinity by building an audience beyond your existing customer base.

content marketing | positioning | social media

Community building

Community building

Create raving brand advocates and meaningful connection

Connect your most loyal fans to increase retention, organic referrals, and customer lifetime value.

Community strategy

Community strategy

Build a highly engaged community which satisfies your members’ deepest needs and achieves your organisation’s key goals.

Connect your most loyal fans to increase retention, organic referrals, and customer lifetime value.

5 Measuring brand

Brand tracking 101

Brand tracking 101

Learn to differentiate brand measurement concepts, find and adopt the appropriate metrics to measure them, then set up a brand tracking dashboard.

Learn how use commonly available research and analytics tools to meaningfully measure brand awareness, brand engagement, brand affinity and brand sentiment.

branding | messaging | brand metrics

Data-driven influencer marketing

Data-driven influencer marketing

Learn a 10 step process to make influencer marketing work

Learn a 10 step influencer marketing process to avoid mistakes that could cost you 11x ROI.

influencer marketing | marketing campaigns | branding

User research

User research

Make smarter decisions. Build better products. Get happier customers.

Learn how to build the right product by talking to your customers.

user interviews | user analysis

Voice of Customer data

Voice of Customer data

Learn how to become truly customer-centric.

Learn how to be truly customer-centric, and drive growth with understanding how your customers feel.

user surveys | survey data processing | personas

Brand tracking with Momentive

Brand tracking with Momentive

Understand the important metrics to be tracked in order to gauge brand health.

Take a deep dive into the Momentive Brand Tracking solution, so that you can obtain and analyze your brand health metrics.

6 On Brand

Our last section of the Brand Marketing minidegree is a send-off from Jennifer Warren of Indeed.

How long will it take me to complete this minidegree?

This is entirely up to you – it’s how many hours per week you can put in. If you have 2-4 hrs/week available for learning, it might take you around 3 months. If you can do 10-15 hrs/week, you can knock it out in 1 month.

Show off your hard-earned skills and strengthen your profile

LinkedIn found that people who add credentials to their profile receive 6x more profile views than those who don’t.

Add your certificates to your profile, share your accomplishments with the world, and join our alumni network.

In partnership with

Enroll now

Enrollments: now open