BA 2023

(What's a messaging problem?)
A messaging problem is usually a "good problem."

It's when a brand is trying to expand, grow or break out of existing limitations but can't figure out the right messaging to get where they need to go.

Here are some things that brands with messaging problems will say:

“We don’t know what to say when asked why people should buy our product/service.”

“It’s a very crowded market and we have no way to stand out.”

“Our customers are just shopping for the lowest price.”

“No one understands/I don’t know how to explain what we do.”

“People go with our flashier/newer/older/more recognized competitor even though our service/product is ten times better.”

“People just don’t think of us the right way. We’re so much more caring/individualized/efficient/sophisticated/talented/experienced than the competition... but no one knows it.”

“We are selling this product for $00 but our competitor sells it for $000. We want to be able to sell for that as well.”

“We want to launch another product for a higher price. We need to know how to do that.”

“We’ve already had some sales in [Market A], now we want to sell this service/product in [Market B]."

“When we started it was just me. I’ve hired a few people over the years. Now we need people to see us as a large-scale company.”

“I want to scale my business and hire a team. I need a good brand so I can generate leads.”

“We are expanding or introducing a new product/service. We’re not sure how to call this new service. Should we brand it under our company or something different?”

Full testimonial
“Branding” went from a vague term to something defined and totally doable. I now have a rich understanding of what branding is, what it does and its power to change businesses on so many levels— not just in their marketing. I’ve also gained a reliable process for building out the strategy, drawing conclusions, and presenting it compellingly to the client. I used to “throw in” a Brand Messaging Guide to every website project I did. Now, my BMG is a foundational paid deliverable – in which I’m confident that the four-digit price I’m charging is well worth it for my clients.

In this module you will
- Understand the role of brand names in propelling business goals.

- Learn the 4 kinds of names & when to use each.

- Get a framework for creative namestorming.

- Learn to narrow your list—with the 3 factors that make names awesome.

- Easily master background checks for names and taglines.

- Discover how to present brand names like a pro.

- Learn the 4 “jobs” you can give a slogan—plus strategies to prevent slogan staleness.

- Namestorm and prepare a brand name presentation in a Live Lab joint practice session.

Full testimonial
The first thing I did after Brand Authority is I repositioned. I knew I loved branding, I knew I loved messaging, so I was like, immediately, I'm a brand strategist. I felt super confident from the course, so confident about how to develop an actual brand.

I started talking about it on Linkedin, talked about it with my clients, and pretty soon I started getting actual brand messaging guides as jobs from people. That was really fun for me.

My first paid brand messaging guide was a pretty big one, and I charged $2500.

Within a few weeks of finishing Brand Authority Shia Teichman DMed me on Linked asking if I had availability for a project. But I couldn’t take it at the time. And recently I was looking to fill my pipeline and I reached out to him and he immediately referred me to someone and described me as a “brilliant brand strategist.” Those actual words.

Full testimonial
Post BA, I'm doing projects with much more confidence. I’m very creative and with that, I can be all over the place... But now when I come to conclusions, I do it by applying the formulas and doing it strategically, as opposed to intuitively. Of course, the intuition is there as well. But when you are only doing it intuitively there is that voice in your head saying, "Maybe there’s a better way, maybe something different will get better results." Now with the formulas, maybe I come to the same conclusions, but I get there more quickly and easily and I feel more confident in my conclusion.

Full testimonial
What I liked best about Brand Authority is that the deliverables keep giving value, long after the initial project is completed. The Brand Strategy Guide for one of our sub-brands, created within the course, served as the north-star for many complex branding decisions, many months after the course was done, and the same can be said for other concepts. Chaya doesn’t just give you templates (you get that too!); you get tools. It’s the course that doesn’t merely give you information, but gives you the ability to keep learning—adapting and exploring terms, concepts, and techniques in any branding project.

Full testimonial
I used to rely on copywriters to bring a lot of the strategy to client projects. Now, I know how to think like a strategist. I've mastered an understanding of how messaging works and a process for developing strategy. Now, when I have a sales call or when I'm speaking with a client, I'm comfortable fielding strategy questions and responding to case-specific detailed questions. I know what to do in each situation. My comfort level makes it so much easier for me to explain and sell brand strategy.

Full testimonial
Within a month of BA, I was asked to work alongside a business advisory company on a freelance basis. The team helps business owners establish themselves from the ground up, assisting with all stages of development, marketing, and scaling. The first client I worked with wanted marketing materials but he clearly lacked clarity and direction. I encouraged him to go back to the basics and we ended up working on a full brand guide followed by marketing collateral. The team and the client were super impressed with the quality of the guide and the insight it provided.

In essence, BA has given me the framework to provide on-target strategy with confidence and I have since been helping client after client gain the clarity they need to move forward. It's so liberating to have a clear approach and to know that you are actually moving the needle for your clients in a constructive way.

Full testimonial
Something always fascinated me about branding although I couldn't dream there was a place for it in my "boring" world of healthcare. Every nursing home offers the same service why would I pretend there was more to it? I took Brand Authority for fun, as a treat to learn something new, thinking I would use it for my healthcare service companies but definitely not the nursing homes.

Fast forward many months and clients and I'm creating brand guides for businesses as "boring" as staffing and SNFs. No, it's not always crucial for me to delve into the Target Audience of a nursing home but expressing their identity, mission and values is integral in their operations. I've used what I've learnt in BA to create scalable culture messaging. Clients marvel at how they finally have the words to express their vision as a company. No dollar amount can define the impact this makes on large healthcare organizations.

Full testimonial
Branding projects are a key part of what I do now. Half my workload is branding projects, and the other half is websites (with an infusion of my branding expertise) — and that is a great mix for me.

Every few projects I raise my rates — my brand strategy guides are now three times the price they used to be. And I don’t get pushback about my pricing. By the time I get to a sales call, the prospect knows enough about me to understand my value and most of the time it's, "Just tell me the price, and let’s get going."
Every few projects I raise my rates — my brand strategy guides are now three times the price they used to be. And I don’t get pushback about my pricing. By the time I get to a sales call, the prospect knows enough about me to understand my value and most of the time it's, "Just tell me the price, and let’s get going."

Dina's story
Within a year of Brand Authority, I tripled my pricing for agencies and ghostwriting, and they don’t even blink.

Right after BA someone asked me to write a brochure for a new company. I sold him on the importance of branding for all his future marketing, and the project expanded to a brand strategy guide and brochure, and he came back for a user guide. I felt confident all the way through. During my presentation of the brand strategy guide, he was smiling all the way through and really appreciated the depth to which he could now understand his business and approach investors clearly and confidently...I’ve become known as an expert in differentiating and positioning. Other marketers and copywriters approach me to consult about projects they are working on...

"What could be a differentiator when the industry is a commodity?"

"If there are two local businesses with the same purpose, services, and audience, how to differentiate them? "

... I love questions like that, and marketing professionals consult with me about those things.

I’ve shifted away from copy projects and now focus on strategy and big picture projects.

Details
Starting out, your business was so easy! It was you and your laptop.

But as you grew, you found yourself drowning in multiple notebooks, post-it notes, Gdocs and Gsheets. And now, you've maxed out what you can do this way — or you're feeling close to it.

You want to take on an employee to help you with client and data management, but you’re just not sure what to delegate and how to train them.

In this masterclass, Irit will show you how to get your process out of your head so you can start delegating to tools and people (even *before* you hire them). You'll find out that automating your workflow is easier than you thought — and the key to growing your business sustainably.

In this class, you will:

- Meet Zapier and learn how it can help you
- Learn to codify your workflow and build a team
- Differentiate between tasks that are best delegated to tools — and those that need humans

You'll also walk away with a helpful resource as you start the process of dumping your workflow out of you head and setting up automation to save time and make it scalable!

Details
Once you've developed a brand strategy for clients, you gain their trust — and they may want more. For large companies, the need to build a strong internal culture is just as strong as the need to brand themselves and market well.

As a brand strategist, you already have a lot of the tools and information that can be valuable to companies looking to strengthen their internal culture. And now you can take it a step farther by offering internal culture guides and internal communications as a service. Suri will show you how to take the work you've already done and build on it to enrich your value to clients.

What you'll learn:

- The importance of internal marketing, and how it drives external marketing

- Foundations of corporate identity and culture

- How to repurpose your brand messaging guide into internal marketing collateral.

You'll also walk away with a helpful resource you can refer to for future projects.

Details
No, God did not skip you when He handed out doses of creativity. Sometimes, the gene is tucked away and needs a gentle nudge to flow forward. Chany wants to be your nudge. Because everyone can and should unleash their creativity. The world needs more of it. This talk covers:

- Maslow’s Hierarchy of Needs: What are humans desperately in need of and how do brands zone in on that to stand out?

- Build a Creative Toolbox: Exploring techniques that were used to write some of the most creative ads of all time

- Guerilla Advertising: When ads don’t look like ads

What you'll gain:

- An understanding of a human’s deepest desires and how it plays out in marketing

- A base of ideas to tap into when you feel like creativity hates you

- A cool cheatsheet with creative techniques.

Details
Chances are, you've thought about creating a productized offer. And if you've been waiting for the kick-in-the-pants you need to actually do it, this workshop is IT.

(If you've never thought about creating a productized offer — and you don't even know what I'm talking about... I see you. Don't worry, this talk is still for you. It's a ground-up workshop, and no pre-work is required. Even if you're nowhere NEAR ready to launch a product, this workshop will get the gears in your brain turning so you'll be ready to do this sometime in the near future.)

In this workshop, we'll cover:

- What a productized offer IS

- The right reasons (and wrong reasons) to create a productized offer

- Kinds of products — and which might be right for you

- The 3 steps to product creation.

During the workshop, we'll use a fill-as-you-go Product Planning Page, so you can literally plan your product in real-time.

Well... sort of. You will need to do some more work after the workshop, too.

Who is a fit for Brand Authority?
You are a fit for Brand Authority if you are currently in an active role as a copywriter, marketer, designer, strategist, or creative director AND:

- Have at least three years of experience in your field, working with real-life brands

OR

- Have already gone through at least one strategic training program for marketers, copywriters or designers

You are able to easily grasp nuanced subject matter and can write, speak, and present information in a clear and organized fashion. You are motivated and eager to succeed. You are a team player and a positive voice in any community you join.
Why do I need to go through an application process?
Brand Authority is not a fit for everyone. The application helps us get to know you a bit so we can make sure it's a fit for you.
What happens once I'm accepted?
You cheer at the top of your lungs. (We'll send you a link to the official registration page so you can sign up to join Brand Authority.)
How much does the course cost?
Brand Authority is $2300 (scroll up to the pricing section to see what's included)
Brand Authority Plus is $2700 (scroll up to the pricing section to see what's included)

And YES, we offer payment plans!
Can I pay it gradually with a payment plan?
Yes! We offer payment plans over 2 months, 4 months, or 6 months.
Will there be deals or discounts?
Yes.
Once you apply, if you are accepted you'll get an email with all of our special offers. Here are the available discounts.

1. If you bought Brand Name Brilliance, save $20

2. If you bought a 1:1 session with Chaya in the last 2 years, save $100

3. If you bought No-Hype Brand Archetypes as a BETA course, save $85

4. If you bought No-Hype Brand Archetypes, save $175

5. If you bought Brand Name Brilliance AND No-Hype Brand Archetypes, save $200

6. If you bought a 1:1 session AND Brand Name Brilliance AND No-Hype Brand Archetypes, save $400 (you're a superfan!)
Can I have my employer pay for the course?
You can certainly ask. Brand Authority will help you add a lot of value to your company, so you can request that your employer sponsor part of all of the cost.
How much time will I need to dedicate to the coursework and assignments?
Lab Work (course assignments that let you implement what you’re learning and get my feedback) will take about 1 hour each week. Since you’re already a marketer, your Lab Work will be directly relevant to the work you are doing for clients or for your in-house job. From Module 2 on, your Lab Work assignments will have to be done for a real business. This can be work you perform for a paying client, your employer, or anyone who wants your brand strategy services. Ultimately, you will walk away with an impressive Brand Authority Case Study. Your final Brand Strategy Brief may require about 3-5 hours to complete.
What is the Brand Authority Case Study?
Your Case Study is a brand strategy masterpiece you’ll flaunt to prospects when you’ve completed the course. It is the culmination of all your Lab Work. You will use your Case Study to help demonstrate your skills and promote your own business. Many BA-ers find their own clients for the Case Study project. In instances where you can't find a case study client, we'll provide you with one.
Gimme a badge. I want a badge. Do I get a badge?
Yes, you get a badge. Upon successful completion of the course and completing your Lab Work to course standards, you will get a shiny new Brand Authority badge to display on your email signature, LinkedIn page, website… wherever you show up and show off.

What are the course dates?
The course runs from June 12- August 15. Scroll down to download and print the complete course calendar.
What time are live classes and live labs?
The live classes are on Tuesdays at 1:30 pm EST and the Live Labs are on Wednesdays at 1:30 pm EST.
Will there be a women's cohort and a men's cohort this year?
We are tentatively planning for a men's cohort this year. If you are a man and would like to see this happen, we encourage you to apply sooner rather than later so we can plan accordingly. Thank you so much for your consideration in this regard!
Can I speak to Chaya and ask her my questions?
Yes! For quick, email-able questions, email chaya@chayaglatt.com.

If you'd like to speak to Chaya about the course, please apply first using the chatbot on this page. When you're accepted you will get an invitation to book a call.
What if I want to take the course but don’t want to do the Lab Work?
In order to master the skills you will learn, it is essential that you do the Lab Work. I won’t force anyone to complete Lab Work, but you may struggle to implement skills without it. Also, Brand Authority badges are *only* awarded to participants who successfully submit completed Lab Work within the given, reasonable time frames.
What if I buy the course and find it’s not for me? Can I get a refund?
If you start the course and are not 100% satisfied you can get your money back at any time, no questions asked.
What if I'm not a copywriter?
This course is not *only* for copywriters or trained copywriters. It is for anyone who wants to provide data-driven branding services. You should take the course if you have some experience and/or training in copywriting, design, marketing, or marketing strategy.
Do I need to be a Super Duper Amazing Writer to excel in this course?
No. You don’t need to be The Most Amazing Writer Ever. However, you DO need
strong writing skills.

If you possess the following 5 skills, you should be able to
master this course:

✔️ The ability to write in a clear, organized fashion.
✔️ The ability to use correct sentence flow, spelling, grammar, and
punctuation.
✔️ The ability to distill ideas into short, tight sentences or paragraphs.
✔️ The ability to think creatively within a given framework.
✔️ The incredible courage to NOT hide under your bed after reading this list.
What if I'm not accepted? Can I join next year?
Absolutely. If for some reason you're not a fit right now, you may be a fit next year. You are always welcome to apply.