This course contains the use of artificial intelligence.

Read this before you buy: of the 46 lessons, 25 were recorded for an audience building a brand aimed at the people they hire rather than the people they sell to. If you want a course that is purely about consumer branding, this is not it.

Here is why I still built it this way. A new company has two brands and only one of them can wait. Before you have customers you need the first ten people, and they have to join something that does not exist yet — no product to try, no reviews to read, no logo they recognise. Solving that is the hardest positioning problem a founder ever gets, and everything you learn doing it transfers directly to customers.

The real problem with a new brand

It is not that nobody remembers you. It is that nobody has a shelf to put you on. The first comparison a stranger reaches for becomes your positioning whether you chose it or not — you are "a cheaper version of X" or "like Y but for small teams", and once that lands you spend years arguing with it. Most founders discover this after the logo is done, the site is built and the name is on the paperwork.

What changes when you do it in the right order

You start with one sentence: who you are for and what you replace. Everything else — the name, the palette, the tone, the campaign — gets derived from it rather than decorated onto it. That sentence takes an afternoon and a structured audit. The logo you were agonising over becomes a thirty-minute decision, because there is finally a standard to judge it against.

Where this comes from

I have built brand and people systems inside companies at very different stages, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. Everything here has been run against real companies, not assembled from branding theory.

How the course is built

You begin with the brand itself: the audit, the positioning statement, the messaging matrix, naming with domain and trademark checks, visual and verbal identity, the brand book, and a launch campaign from big idea to channel mix. Then research, so the positioning rests on answers instead of guesses — question design, running the study, reading open responses, planning actions. Then the product the brand is attached to: product-market fit, portfolio decisions, journey mapping, metrics, monetisation and growth loops. Then going public: narrative, channels, the founder's own visibility, crisis response and communication metrics. Then the proposition you offer the people you want to hire, and the employer brand built on it, including the practical tools — landing page, creative, targeting, copy. And finally the launch inside the company, so everyone tells the same story without being told to.

What is included

• Lifetime access to all 46 lessons and every future update

• Active instructor support in the question and answer section

• Udemy Certificate of Completion

• Practical assignments run on your own brand as you go

• A section with additional courses, tools and resources

Why start now

Every month you operate without a stated position is a month the market invents one for you, and that borrowed position is much harder to replace than to set. The name, the site and the first hundred customers all get built on top of it. Enrol now and write your positioning statement today.