Operating and Growing Your Brand

Operating and Growing Your Brand

This course is part of Brand Strategy: Build, Position, and Grow Specialization

Instructor: Amy Linde, MBA

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Turn positioning into messaging, priorities, and real-world brand decisions.
Align teams and maintain consistency as your brand grows and evolves.
Build a Strategic Brand Growth Plan to guide long-term brand success.

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This course is part of the Brand Strategy: Build, Position, and Grow Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Operating and Growing Your Brand focuses on turning strategy into action. You’ll learn how to use your brand as a decision-making tool—guiding priorities, shaping messaging, and aligning teams as your organization grows.

This course shows how to translate positioning into clear narratives, structured messaging, and real-world systems that support consistency over time. You’ll explore how brands scale without losing clarity, how to make disciplined choices about where to focus, and how to avoid short-term decisions that weaken long-term strength. You’ll also learn how to lead and manage a brand across teams, using it to guide decisions, navigate change, and maintain alignment as complexity increases. Through applied exercises, simulations, and frameworks, you’ll build and refine a Strategic Brand Growth Plan grounded in your positioning. By the end of the course, you’ll be able to operate your brand with intention, align execution with strategy, and create a structured plan that supports long-term, sustainable growth.

Brand strategy only becomes valuable when it can be used. This module focuses on how to turn positioning into clear, structured messaging that guides real decisions. You’ll learn how to build a narrative, organize message hierarchy, and identify the proof that makes your brand credible, while also understanding how your brand shows up internally and externally and why alignment matters. The goal is to move beyond defining a brand and begin operating it with clarity and consistency.

What's included

6 videos1 reading2 assignments

6 videosTotal 27 minutes

Welcome4 minutes
From Positioning to Growth4 minutes
Translating Positioning into Narrative5 minutes
Message Architecture: Clarity and Hierarchy5 minutes
Proof Points and Credibility Signals5 minutes
Internal vs External Brand Story4 minutes

1 readingTotal 20 minutes

Turning Positioning into an Operational Brand System20 minutes

2 assignmentsTotal 50 minutes

Midpoint Quiz15 minutes
Graded Quiz35 minutes

A strong brand is shaped by how it shows up over time. This focuses on applying positioning across channels while maintaining clarity and control. You’ll learn how to adapt without losing consistency, how to prioritize where your brand shows up, and how to avoid short-term decisions that weaken long-term strength. The goal is to help you make clearer, more disciplined decisions about how your brand is experienced.

What's included

5 videos1 reading2 assignments

5 videosTotal 27 minutes

Growth Is Designed, Not Accidental6 minutes
Choosing Where to Grow5 minutes
Brand Equity and Measurement5 minutes
Managing Growth Without Dilution6 minutes
Long-Term Stewardship and Brand Governance5 minutes

1 readingTotal 10 minutes

Designing Growth: A Practical Decision Framework10 minutes

2 assignmentsTotal 50 minutes

Midpoint Quiz15 minutes
Graded Quiz35 minutes

A brand becomes more valuable when it is actively managed, not just defined. This focuses on using your brand as a lens for decision-making, aligning teams around it, and maintaining clarity as your organization evolves. You’ll learn how to navigate change without losing what makes your brand distinct and how to reinforce consistency over time. The goal is to operate your brand with intention and strengthen it through everyday decisions.

What's included

5 videos1 reading2 assignments

5 videosTotal 30 minutes

Brand as a Strategic Asset6 minutes
Leading Brand Alignment Across Teams7 minutes
Decision-Making Through a Brand Lens7 minutes
Navigating Change Without Losing Identity5 minutes
Building a Brand That Endures6 minutes

1 readingTotal 10 minutes

Brand Decision-Making Framework10 minutes

2 assignmentsTotal 50 minutes

Midpoint Quiz15 minutes
Graded Quiz35 minutes

Growth requires direction, not just activity. This focuses on building a Strategic Brand Growth Plan that translates positioning into clear priorities, decisions, and actions. You’ll define where to focus, how to align messaging and channels, and how to sustain clarity over time. The goal is to create a structured approach you can use to guide decisions and support long-term brand growth.

What's included

5 videos1 reading2 assignments

5 videosTotal 22 minutes

Welcome to the Capstone: What You’re Building4 minutes
Defining Strategic Priorities5 minutes
Designing Reinforcement Systems6 minutes
Presenting Your Strategic Brand Growth Plan5 minutes
Congratulations!3 minutes

1 readingTotal 10 minutes

Strategic Brand Growth Plan Framework10 minutes

2 assignmentsTotal 50 minutes

Midpoint Quiz15 minutes
Graded Quiz35 minutes

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Instructor

Amy Linde, MBA

Minnesota State University, Mankato

1 Course105 learners

Offered by

Minnesota State University, Mankato

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To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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