Adytum Education · Track 01 of 08
Be your own brand strategist.
For founders + SMB owners who don't have a brand person — or whose first hire needs the framework. Build complete brand systems (voice, naming, position, governance) grounded in canonical frameworks (Aaker, Trout/Ries, Mark/Pearson, Sharp/Romaniuk). PhD-density curriculum. Tool-independent. Four tiers. Foundations free forever.
What each tier qualifies you for
| Tier | Title equivalent | Comp range | What you can do |
|---|---|---|---|
| Foundations FREE |
Brand Assistant / Coordinator | $45-60K | Voice extraction · brand-check audits · asset organization · brand-guideline maintenance |
| Practitioner $499 |
Brand Strategist (IC) | $70-110K | Voice systems · naming/tagline projects · competitive analysis · brand-rollout plans |
| Expert $1,499 |
Brand Lead / Sr Strategist | $120-180K | Brand system design · team leadership · executive presentation · brand-architecture decisions |
| Master $4,999 |
Brand Director / VP Brand / Fractional CMO | $180K+ or $5-15K/mo retainer | Full brand portfolio · multi-brand companies · crisis comms · brand-equity measurement · board reporting |
What you'll learn (across all tiers)
Every tier covers seven competency dimensions. Hours given are floors — most learners spend 30-50% more.
- Domain theory — Brand archetypes (Mark + Pearson 12-archetype model concept, Adytum's 8 voice archetypes), positioning theory (Trout/Ries cited), brand equity (Aaker model concept), voice vs tone, brand-portfolio strategy at higher tiers
- Tool fluency — Adytum BrandVoice, BrandCheck, NamingLab, TaglineGen, MoodBoardGen, CompetitorTracker, BrandKitExport · Figma, Notion, Frontify/Brandfolder at higher tiers
- Process design — Voice extraction workflow, brand-check audit cadence, brand sprint facilitation, brand-governance program design
- Edge cases — Conflicting voice samples, multi-product brand voice tension, voice-drift detection, M&A brand integration, crisis comms
- Stakeholders — Working with marketing, design, content, legal, founders, exec, board
- Ethics & governance — Calibrated honesty (no hallucinated brand claims), trademark basics, voice-appropriation guardrails, AI-output disclosure, brand-safety
- Measurement — Voice-consistency scoring, brand-check pass-rate, brand awareness research (aided/unaided recall), brand-equity tracker design at higher tiers
Further reading (canonical sources — buy/borrow yourself)
We teach the concepts in synthesized form. To go deeper than Adytum Certified, read the originals:
- Positioning: The Battle for Your Mind — Trout & Ries
- Managing Brand Equity — David Aaker
- The Hero and the Outlaw — Margaret Mark & Carol S. Pearson
- Building Strong Brands — David Aaker
- How Brands Grow — Byron Sharp
- Eating the Big Fish — Adam Morgan