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AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-about-the-course\"><strong>About the Course<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Small business operators are often faced with the daunting task of advertising and building a brand with a restricted budget. They must also effectively use social media and search engine optimization to differentiate themselves from their competition and attract potential customers. This course is designed for small business owners, entrepreneurs, managers, and other professionals who want to understand the basics of small business marketing. The material explains how to utilize social media marketing, content marketing, and search engine metrics strategically to reach not necessarily a wide audience, but the right audience. After completing this course, small business owners and marketers will be better prepared to promote their services and products in the highly competitive virtual world.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Skill Level: Beginner<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:block {\"ref\":124591} \/-->\n\n<!-- wp:ama\/content-cards {\"heading\":\"Related Courses\"} -->\n<!-- wp:ama\/content-card {\"header\":\"Brand Strategy 101\",\"subhead\":\"beginner | 1 hour\",\"description\":\"Learn how brand commitment, brand voice, design and implementation create the impactful brand strategy you need.\",\"featuredImage\":{\"id\":128513,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Brand-Strategy-101_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/brand-strategy-101\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"SEO 101\",\"subhead\":\"Beginner | 1.5 Hours\",\"description\":\"Cut through Search Engine Optimization (SEO) jargon and learn the essential basics to get results.\",\"featuredImage\":{\"id\":128504,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_SEO-101_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/seo-101\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Modern Marketing: Strategy and Execution\",\"subhead\":\"Beginner | 3 Hours\",\"description\":\"Dive into digital marketing for entrepreneurs and small-business people with real-world, prize-winning editorial content and strategies from Inc. Magazine.\",\"featuredImage\":{\"id\":128500,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Modern-Marketing-Strategy-and-Execution_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/modern-marketing-strategy-and-execution\/\",\"isManual\":true} \/-->\n<!-- \/wp:ama\/content-cards -->","post_title":"Small Business Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"small-business-marketing","to_ping":"","pinged":"","post_modified":"2025-06-06 10:39:30","post_modified_gmt":"2025-06-06 15:39:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=174221","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":116999,"post_author":"109914","post_date":"2024-09-16 01:28:39","post_date_gmt":"2024-09-16 06:28:39","post_content":"<!-- wp:ama\/hero -->\n<!-- wp:ama\/hero-item {\"backgroundMediaUrl\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/09\/managementODTcourse.jpg\",\"backgroundMediaId\":139636} -->\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-brand-strategy-101\">Brand Strategy 101<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Learn how brand commitment, brand voice, design and implementation create the impactful brand strategy you need.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"fontSize\":\"small\"} -->\n<p class=\"has-small-font-size\">Beginner | 1 Hour | 18 Modules<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>$79 for non-members | $49 for members<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/product-purchase-button {\"selectedPosts\":[{\"id\":117858,\"uuid\":\"2da2df32-87db-4e0d-b69c-fdcbcd4d9c72\",\"type\":\"product\"}],\"buttonText\":\"Buy This Course\"} \/-->\n<!-- \/wp:ama\/hero-item -->\n<!-- \/wp:ama\/hero -->\n\n<!-- wp:ama\/product-restriction {\"selectedPosts\":[{\"id\":173939,\"uuid\":\"072c9264-3ae0-47ba-bb76-aa02710b032f\",\"type\":\"product\"},{\"id\":117858,\"uuid\":\"ed86473d-db9a-42a6-b828-f001219765d8\",\"type\":\"product\"}]} -->\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-access-your-course\">Access Your Course<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Thank you for purchasing our Brand Strategy 101 On-Demand Training. Just click below to get started.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:button -->\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//lms//personal-brand-strategy-101///" target=\"_blank\" rel=\"noreferrer noopener\">go to Course<\/a><\/div>\n<!-- \/wp:button -->\n<!-- \/wp:ama\/product-restriction -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-skills-you-ll-gain\"><strong>Skills You\u2019ll Gain<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span class=\"lozenge\">Brand Guidelines<\/span> <span class=\"lozenge\">Brand Management<\/span> <span class=\"lozenge\">Storytelling<\/span> <span class=\"lozenge\">Brand Design<\/span><\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-you-ll-learn\"><strong>What You\u2019ll Learn<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Discuss the meaning and differences of several branding terms.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Learn the four different stages of a brand strategy roadmap.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Gain tips on creating personal brand touchpoints.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Explore multiple case studies to understand best practices for creating a brand strategy.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":117858,\"uuid\":\"06c5c6f3-5841-40ac-b70d-52aaa79907e4\",\"type\":\"product\"}],\"buttonText\":\"Enroll Now\",\"showRolePrices\":true,\"rolePricesInfo\":{\"member\":\"AMA Members get best pricing for this training. Click on \\u0022Join AMA\\u0022 at the top of the page to learn more.\"},\"bannerText\":\"You will gain access to this course for 90 days from purchase date.\"} \/-->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:columns {\"verticalAlignment\":\"center\"} -->\n<div class=\"wp-block-columns are-vertically-aligned-center\"><!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"33.33%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\"><!-- wp:image {\"id\":115975,\"sizeSlug\":\"large\",\"linkDestination\":\"custom\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><a href=https://www.ama.org/"https:////www.ama.org//how-to-maintain-your-professional-certified-marketer-pcm-certification-and-record-ceus///" target=\"_blank\" rel=\"noreferrer noopener\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//02//AMA-PCM-1-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-115975\"\/><\/a><\/figure>\n<!-- \/wp:image --><\/div>\n<!-- \/wp:column -->\n\n<!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"66.66%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\"><!-- wp:paragraph -->\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification. <\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-course-overview\">Course Overview<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Discover the ingredients of an impactful brand strategy! You will learn how to craft a brand strategy and commitment, how to establish a niche brand voice from a visual and verbal perspective, and what you need to share a brand in a super powerful way. With practice and a dash of curiosity, this course will reveal what\u2019s needed to bring a brand to life using this formula: Brand Commitment + Brand Voice + Design + Implementation = Brand Strategy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Skill Level: Beginner<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading {\"level\":3,\"className\":\"is-style-default\"} -->\n<h3 class=\"wp-block-heading is-style-default\" id=\"h-18-modules\">18 Modules<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:ama\/accordion -->\n<!-- wp:ama\/accordion-item {\"header\":\"Module 1: Meet the Instructor\"} -->\n<!-- wp:paragraph -->\n<p>Start the course off by learning a little about the instructor and setting the stage for what you will learn in the course.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 2: What is Branding\"} -->\n<!-- wp:paragraph -->\n<p>Learn the definition of branding and the ingredients that go into creating a holistic brand.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 3: Brand Commitment Exercise\"} -->\n<!-- wp:paragraph -->\n<p>Walk through a conceptual exercise that focuses on the impact and presence brands can have.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 4: Feeding America Example\"} -->\n<!-- wp:paragraph -->\n<p>Walk through a case study with Feeding America to examine their brand commitment.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 5: Brand Commitment Model\"} -->\n<!-- wp:paragraph -->\n<p>Walk through the brand commitment model and learn the importance of building a brand essence.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 6: Mind Mapping Technique\"} -->\n<!-- wp:paragraph -->\n<p>Learn how to use mind mapping as a technique for brainstorming and organization.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 7: Finding Your Color Palette \\u0026amp; Style\"} -->\n<!-- wp:paragraph -->\n<p>Gain tips and resources for how to select the best design options for your brand.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 8: Brand Touchpoints\"} -->\n<!-- wp:paragraph -->\n<p>Learn what a brand touchpoint is and the importance of having multiple touchpoints.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 9: Branding, Marketing \\u0026amp; Advertising\"} -->\n<!-- wp:paragraph -->\n<p>Understand how to distinguish the differences between branding, marketing, and advertising.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 10: How to Build a Brand Strategy Roadmap\"} -->\n<!-- wp:paragraph -->\n<p>Gain an introduction to the four steps of a brand strategy roadmap before diving deeper into each.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 11: Target Audience\"} -->\n<!-- wp:paragraph -->\n<p>Learn how to find and define your target audience as part of the brand strategy.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 12: Business \\u0026amp; Revenue Goals\"} -->\n<!-- wp:paragraph -->\n<p>Consider how to set your business and revenue goals as part of your greater business strategy.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 13: Identify the Gap\"} -->\n<!-- wp:paragraph -->\n<p>Learn how to build a brand voice to lead your choices from a creative design standpoint.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 14: Implementation\"} -->\n<!-- wp:paragraph -->\n<p>Involve the implementation team to set milestone, to-dos and delivery dates.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 15: Bonvivant Cake Example\"} -->\n<!-- wp:paragraph -->\n<p>Walk through a case study with Bon Vivant Cakes to examine their design and brand voice.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 16: Vichcraft Example\"} -->\n<!-- wp:paragraph -->\n<p>Walk through a case study with Vichcraft and examine their brand positioning.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 17: Tom's Shoes Example\"} -->\n<!-- wp:paragraph -->\n<p>Walk through a case study with Tom's Shoes and examine their Brand Roadmap Strategy.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n\n<!-- wp:ama\/accordion-item {\"header\":\"Module 18: What's Next\"} -->\n<!-- wp:paragraph -->\n<p>Complete the course by taking an ungraded Knowledge Check and reviewing additional opportunities to continue learning.<\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/accordion-item -->\n<!-- \/wp:ama\/accordion --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-meet-your-instructor\">Meet Your Instructor<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:image {\"id\":66467,\"width\":\"300px\",\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"left\"} -->\n<figure class=\"wp-block-image alignleft size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2020//09//Lisa_Guillot_2020.jpg?w=600\%22 alt=\"\" class=\"wp-image-66467\" style=\"width:300px\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-lisa-guillot\">Lisa Guillot<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph {\"fontSize\":\"medium\"} -->\n<p class=\"has-medium-font-size\"><strong>Be Bright Lisa Coaching<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Lisa Guillot is a professionally certified (PCC) transformational leadership coach through the International Coaching Federation. Dubbed a branding expert by the Chicago Tribune, Lisa brings heart, soul and action to every conversation. Her branding experience includes working with Crate & Barrel, Paper Source, Pottery Barn Kids, The Gap, and Sephora, allowing her to share deep brand strategy and creative expertise from lifestyle branding to tech-related industries.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:block {\"ref\":124591} \/-->\n\n<!-- wp:ama\/content-cards {\"heading\":\"Related Courses\"} -->\n<!-- wp:ama\/content-card {\"header\":\"Better Marketing Through Better Accessibility\",\"subhead\":\"Intermediate | 1.5 Hours\",\"description\":\"Understand why digital accessibility is critical for people with disabilities and how to take actionable steps to make your digital content inclusive.\",\"featuredImage\":{\"id\":128511,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Better-Marketing-Through-Better-Accessibility_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/better-marketing-through-better-accessibility\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Communicating Collaboratively\",\"subhead\":\"Beginner | 5 Hours\",\"description\":\"Enhance your communication skills to have more impact in various-sized groups and working environments.\",\"featuredImage\":{\"id\":128518,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Communicating-Collaboratively_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/communicating-collaboratively\/\",\"isManual\":true} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Content Marketing\",\"subhead\":\"Beginner | 3.5 Hours\",\"description\":\"Connect with your audience, and build your brand awareness and trust using content marketing.\",\"featuredImage\":{\"id\":128519,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/07\/On-Demand-Training_Content-Marketing_Web-Card-620x466-1.jpg\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/on-demand\/content-marketing\/\",\"isManual\":true} \/-->\n<!-- \/wp:ama\/content-cards -->","post_title":"Brand Strategy 101","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"brand-strategy-101","to_ping":"","pinged":"","post_modified":"2024-10-22 17:15:32","post_modified_gmt":"2024-10-22 22:15:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=116999","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":189125,"post_author":"168509","post_date":"2025-03-14 11:35:15","post_date_gmt":"2025-03-14 16:35:15","post_content":"<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-ultimate-freelancer-success-blueprint\">The Ultimate Freelancer Success Blueprint<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>This hands-on, high-impact workshop is designed for aspiring and current freelancers who want to build a profitable, sustainable freelance business. Whether you're looking to land your first client, price your services correctly, or establish the right business foundation, this workshop will give you a step-by-step approach to success.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Online | June 3, 2025 | 10:00 AM-12:00 PM Central Time<\/strong><\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Setting up your business correctly<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Strategies for finding your first client<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Common pricing mistakes & how to avoid undercharging<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Positioning yourself in the market<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Building an online presence that attracts clients<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":189139,\"uuid\":\"bbdd7851-24e2-4758-8ab0-986443b49e84\",\"type\":\"product\"}],\"buttonText\":\"Register Now\",\"showRolePrices\":true,\"showQuantity\":true,\"bannerText\":\"\",\"heading\":\"Select your quantity below to register\"} \/-->\n\n<!-- wp:paragraph {\"align\":\"center\",\"backgroundColor\":\"blue-900\",\"textColor\":\"white\"} -->\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background\"><strong><strong>Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.<\/strong><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:group {\"backgroundColor\":\"blue-500\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":189140,\"uuid\":\"b79ddacf-e7ac-4be0-a595-ba1e9c636bce\",\"type\":\"product\"}],\"buttonText\":\"Register Now\",\"bannerText\":\"\",\"heading\":\"Are you a current College Student or AMA Collegiate Member? Register here.\"} \/--><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:spacer {\"height\":\"5px\"} -->\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:block {\"ref\":124591} \/-->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:columns {\"verticalAlignment\":\"center\"} -->\n<div class=\"wp-block-columns are-vertically-aligned-center\"><!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"33.33%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\"><!-- wp:image {\"id\":125746,\"sizeSlug\":\"large\",\"linkDestination\":\"custom\"} -->\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<!-- \/wp:image --><\/div>\n<!-- \/wp:column -->\n\n<!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"66.66%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\"><!-- wp:paragraph -->\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 6 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:block {\"ref\":124431} \/-->","post_title":"How to Start, Grow & Scale Your Freelance Business","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-start-grow-scale-your-freelance-business","to_ping":"","pinged":"","post_modified":"2025-03-14 11:52:14","post_modified_gmt":"2025-03-14 16:52:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=189125","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":188455,"post_author":"168509","post_date":"2025-03-10 14:23:29","post_date_gmt":"2025-03-10 19:23:29","post_content":"<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-converting-connection-into-commitment\">Converting Connection into Commitment<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>When there\u2019s so much competition for time, attention, and resources, getting the right people to see you as right for them\u2014quickly\u2014is critical. But what do you do when all your reasons for being \u201cright\u201d aren\u2019t right for those you\u2019re talking to?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In this practical and energizing keynote, 25-year message strategist and nonprofit veteran Tamsen Webster will show you how to get people invested (literally and figuratively!) in all you have to offer, starting with the easiest elements for your audience to identify with: the principles that provide common ground for even the most uncommon ideas. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The result? You\u2019ll be able to summarize your strategies in a sentence and your manifesto in a minute. This workshop is specifically designed for marketing professionals and agency leaders who need their social content, campaigns, and client pitches to convert more reliably. Learn a groundbreaking framework for crafting messages that drive action by building on beliefs your audience already has.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Online | June 4, 2025 | 10:00 AM-12:00 PM Central Time<\/strong><\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Recognize why challenging customer beliefs backfires (and how to leverage existing beliefs instead)<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Identify who is, and isn\u2019t, an ideal fit for your ideas, initiatives, and offers\u2014and why\u2014so you can focus your efforts where they\u2019ll have the greatest effect<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Identify the three essential elements every high-converting message needs (and how to find them in your own)<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Measure and optimize your message's effectiveness using real audience signals<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":188472,\"uuid\":\"6a8a69fa-dc53-4290-83a5-05a9f09bab5c\",\"type\":\"product\"}],\"buttonText\":\"Register Now\",\"showRolePrices\":true,\"showQuantity\":true,\"bannerText\":\"\",\"heading\":\"Select your quantity below to register\"} \/-->\n\n<!-- wp:paragraph {\"align\":\"center\",\"backgroundColor\":\"blue-900\",\"textColor\":\"white\"} -->\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background\"><strong><strong>Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.<\/strong><\/strong><\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Attendees will leave with:<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>A proven template for crafting high-converting messages<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Specific examples of before\/after message transformations<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Clear criteria for evaluating message effectiveness<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Actionable steps to implement immediately in their next campaign or client pitch<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:spacer {\"height\":\"5px\"} -->\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:block {\"ref\":124591} \/-->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:columns {\"verticalAlignment\":\"center\"} -->\n<div class=\"wp-block-columns are-vertically-aligned-center\"><!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"33.33%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\"><!-- wp:image {\"id\":125746,\"sizeSlug\":\"large\",\"linkDestination\":\"custom\"} -->\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<!-- \/wp:image --><\/div>\n<!-- \/wp:column -->\n\n<!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"66.66%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\"><!-- wp:paragraph -->\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:block {\"ref\":124431} \/-->","post_title":"Built for Buy-In: Fundamentals of Message Design","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"built-for-buy-in-fundamentals-of-message-design","to_ping":"","pinged":"","post_modified":"2025-06-04 12:21:39","post_modified_gmt":"2025-06-04 17:21:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=188455","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":188025,"post_author":"110977","post_date":"2025-03-07 08:28:37","post_date_gmt":"2025-03-07 14:28:37","post_content":"<!-- wp:paragraph -->\n<p><strong>This free event is now available for on-demand registration and access through September 26, 2025. Once registered, the on-demand content will become available.<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>If your organization is facing any of these challenges, it may be time to rethink your marketing model:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li> Are teams or departments independently procuring too many platforms?<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li> Is it hard for leadership to enforce consistent branding and messaging?<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li> Are list management and segmentation becoming cumbersome?<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li> Does your organization need better control over who can create and edit campaigns?<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Join this webinar to explore strategies that empower your teams to deliver the right message to the right audience at the right time\u2014across email, social, SMS, digital ads, and more. In this session, you'll learn how to:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li> Enhance list management, segmentation, and unsubscribe processes for better audience engagement.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li> Maintain brand consistency across departments, teams, and business units<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>\u00a0Streamline your marketing tech stack and operations\u2014while reducing costs<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:buttons -->\n<div class=\"wp-block-buttons\"><!-- wp:button -->\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////web.cvent.com//hub//events//2e37408e-01a0-4118-a87d-4689908a0b53//ondemand/">View on-Demand<\/a><\/div>\n<!-- \/wp:button --><\/div>\n<!-- \/wp:buttons -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-who-should-attend\">Who should attend?<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><strong> <\/strong>Organizations with multiple departments, locations, or business units<strong> <\/strong>such as: franchises, universities, school districts, state and local governments, real estate and insurance firms, healthcare networks\u2014plus<strong> <\/strong>agencies and tech companies who support these organizations.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Master Cross-Functional Digital Marketing: Streamline Operations, Cost, and Brand Authority","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"master-cross-functional-digital-marketing-streamline-operations-cost-and-brand-authority","to_ping":"","pinged":"","post_modified":"2025-03-26 14:01:55","post_modified_gmt":"2025-03-26 19:01:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=188025","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"}]" />
A brand is any distinctive feature like a name, term, design, or symbol that identifies goods or services.
Brand marketing is the approach used by companies to promote and establish a brand in a market by creating a unique identity, values, and perceptions that differentiate it from competitors.
Brand marketing aims to connect emotionally with consumers, build loyalty, and ultimately drive sales and market share through activities like advertising, public relations, and content marketing.
Personal branding is the act of promoting yourself as a brand by crafting a distinct identity, reputation, and online presence to showcase your skills, expertise, and personality. This type of branding is normally used by professionals, influencers, and entrepreneurs to enhance their careers, attract opportunities, and build a strong online presence.
Corporate branding is the process of establishing and managing a corporation or organization’s identity. It involves crafting the company’s mission, values, and culture, which align with its public image. Corporate branding aims to create a consistent and positive company perception among its stakeholders, including customers, employees, investors, and the public.
Brand equity is the intangible value a brand holds in the minds of consumers. It represents how well a brand is recognized, perceived, and trusted in the market. A strong brand equity equates to higher customer loyalty and increased market share.
Brand identity refers to the visual and symbolic elements that represent a brand. These elements include a brand’s name, logo, color scheme, typography, and design elements. These elements work together to create a recognizable image for the brand, which consumers can identify and connect with.
Brand positioning is the process of defining an organization’s position in the market relative to its competitors.
Brand positioning creates a guide for the effective communication of a brand’s value and benefits to the target audience. It also helps in differentiation and establishing competitive advantage.
Learn branding principles and tactics in our extensive collection of marketing news, articles, and research insights below.
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