Mohamed Onci
Digital Communication Manager @EGBANK
Mohamed Onci is a results-driven marketing professional with 9 years of experience in advertising and corporate marketing. He is currently Digital Communications Manager at EGBANK and is a recognized Effie MENA Grand Prix Winner.
Building a strong brand is not only about having a logo or a catchy slogan, it’s about creating a clear identity, a meaningful message, and a consistent experience that people remember and trust.
This course takes you step by step through the fundamentals of brand strategy and communication. You will learn how successful brands define who they are, how they position themselves in the market, and how they communicate effectively with both their audiences and their internal teams.
By the end of the course, you will be able to build a clear brand message, develop effective communication strategies, and understand how campaigns are planned, executed, and scaled in the real world.
Define the core elements that make a brand memorable, including personality, consistency, and flexibility.
Understand the difference between mission, vision, and core values and how to clearly define them.
Identify and understand your target audience and buyer persona to communicate more effectively.
Craft clear brand messaging and communication frameworks, including taglines and key messages.
Choose the right communication channels across owned media and paid media (ATL, BTL, TTL).
Plan and execute effective campaigns with clear objectives, targeting, messaging, channels, timelines, and budgets.
1- What Makes Brands Stand Out?
Explores the core elements that make a brand memorable.
2- Brand Personality
Defines how a brand’s personality shapes the way audiences think and feel about it, and how it helps create stronger emotional connections.
3- Mission, Vision, and Core Values
Explains the differences between mission, vision, and core values.
4- Brand Positioning
Covers how to define a clear market position that explains why customers should choose your brand over competitors.
5- The Messaging
Focuses on building clear brand messaging that reflects core values while maintaining consistency and connecting effectively with the audience.
6- Defining Your Brand Message
Introduces audience targeting and buyer personas to help shape a brand message that speaks directly to the right audience.
7- Value Proposition
Breaks down the key questions every brand must answer to clearly communicate its unique value and stand out from competitors.
8- The Internal Vs External Communication
Highlights the importance of both internal and external communication, and how employees influence brand reputation and customer experience.
9- Communication Frameworks
Explains how taglines, key messages, and structured communication frameworks help maintain clarity and consistency across all brand communication.
10- Communication Channels – Owned Media
Explores owned media channels and how brands use them to communicate directly with their audience and build stronger relationships.
11- Communication Channels – Paid Media
Introduces ATL, BTL, and TTL advertising and explains how to choose the right message for the right audience across different media platforms.
12- The Right Message In The Right Place
Covers how to adapt tone, content formats, storytelling, and visuals for different channels while maintaining relevance and consistency.
13- Execution
Focuses on turning strategy into action through campaign objectives, audience targeting, messaging, channel selection, timelines, budgets, and ROI.
14- Communication: The Message to the Other Teams
Explains how marketing, sales, and communication teams collaborate through creative briefs, research, reporting, and performance measurement.
15- Scalability Strategy
Introduces techniques to maintain brand consistency and ensure communication strategies remain effective as the brand grows.
16- Campaign Case Study
Analyzes the EGbank campaign, exploring the strategy, execution process, and key insights from behind the scenes.
17- The End
Summarizes the main concepts covered in the course and connects the key elements of brand strategy and communication.
18- Get your Certificate
Claim your certificate upon completing the course.
Get Started Now
Upon completion of all lessons in your course, you'll receive a signed certificate from The Copywriter.
Our courses conducted primarily in Arabic but since many advertising terms are in English, we're in the process of adding subtitles to our recorded material.
