Course curriculum

    1. The Brand SPACE Framework

      FREE PREVIEW

    2. Brand SPACE Framework Workbook

    1. Phase 1: Survey

      FREE PREVIEW

    2. Internal Audits

      FREE PREVIEW

    3. Secondary Research

    4. Competitive Research

    5. Market Research

    6. SWOT Analysis

    7. Primary Research

    8. Voice of the Customer Interviews

    9. Surveys (AKA Questionnaires)

    10. Survey: Let's Review

    11. Phase 1 Case Study: Ethique

    12. Exercise: Competitive & Marketing Research Snapshot

    1. Phase 2: Pinpoint

    2. Differentiators

    3. Ideal Customer Profiles (ICP)

    4. Personas

    5. Pinpoint: Let's Review

    6. Phase 2 Case Study: Duolingo

    7. Exercise: Identify Your Best Customers

    1. Phase 3: Articulate

    2. What You Say: Positioning

    3. Value Proposition

    4. Positioning Your Differentiators

    5. How You Say It: Tone of Voice

    6. How You Show It: Visual Identity

    7. Articulate: Let's Review

    8. Phase 3 Case Study: Morning Brew

    9. Exercise: Tap Into Your Creative Side

    1. Phase 4: Connect

    2. Buyer Journey

    3. Channel Strategy

    4. Rollout

    5. Connect: Let's Review

    6. Phase 4 Case Study: Lattice

    7. Exercise: Influencer Discovery

    1. Phase 5: Evaluate

    2. Testing

    3. Success Metrics

    4. Evaluate: Let's Review

    5. Phase 5 Case Study: LTK

    6. Exercise: Defining Brand Success Metrics

About this course

  • $450.00
  • 45 lessons
  • 1.5 hours of video content

Course Overview

This course introduces you to the Brand SPACE framework — a methodology designed specifically for startups, acknowledging your unique challenges: limited time, constrained resources, and the constant pressure to deliver results. This isn’t a traditional playbook designed for established companies with abundant resources. Instead, it’s a practical, structured approach that transforms brand strategy from a secondary consideration into a fundamental driver of both short-term growth and long-term success. If you're an ambitious team wanting to build a category dominating brand, then this course is for you!

  • How to build your brand, step-by-step, utlizing a framework designed specifically for startups like you

  • How to create a marketing strategy that leverages your brand.

  • The ability to tie branding efforts directly to business growth

Instructor(s)

Ashley Johnston

Brand Strategist, Moonshot Marketer

For over a decade, I’ve been deep in the trenches of the tech startup world, where the drive to build a standout brand often clashes with the reality of limited time and resources. I get it—startups have to move fast, and branding can feel like a luxury instead of a necessity. That’s exactly why I created the Brand SPACE Framework—a step-by-step approach to brand strategy built with the realities of startups in mind. Beyond my hands-on experience in the startup world, I bring nearly 20 years of marketing expertise, including over a decade of teaching at the college level. I know what it takes to build a brand that makes an impact, and I’m excited to help you do the same in this course.

To work directly with me, schedule a discovery call here.

FAQ

  • What's your refund policy?

    We get it—sometimes plans change. If you’re not satisfied with the course, we’ll issue a full refund within 5 calendar days of purchase, as long as you haven’t completed more than 3 lessons.

  • Is this course accredited by any agency or school?

    No, these courses aren’t tied to any formal accreditation. They’re built from real-world experience to give startups practical, actionable strategies—not just theory.

  • Do you offer consulting services to help us apply the Brand SPACE Framework

    Yes! If you'd like personalized guidance on applying the framework to your business, we offer consulting services tailored to your specific needs. Schedule a discovery call today!

  • How long do I have access to the course and associated materials?

    Once you enroll, you’ll have lifetime access to the course, including any future updates.