A powerful brand can propel a business, entrepreneur, or non-profit to reach its full potential. By connecting simple concepts to complex practices in the arts, strategic branding enables patrons, donors and stakeholders to better connect, and ultimately give, buy, and participate on a higher level. Elements such as writing tone and style; logo and its specific applications; use of color, pattern and spatial organization; social media practices; and public outreach events can either build a more powerful, clear brand or distract from that desired brand and mission. In this course, students will learn how to effectively assess existing arts brands and identify techniques to improve upon them, as well as learn how to build a new arts brand.

A powerful brand can propel a business, entrepreneur, or non-profit to reach its full potential. By connecting simple concepts to complex practices in the arts, strategic branding enables patrons, donors and stakeholders to better connect, and ultimately give, buy, and participate on a higher level. Elements such as writing tone and style; logo and its specific applications; use of color, pattern and spatial organization; social media practices; and public outreach events can either build a more powerful, clear brand or distract from that desired brand and mission. In this course, students will learn how to effectively assess existing arts brands and identify techniques to improve upon them, as well as learn how to build a new arts brand.