INTRO
Welcome to ONE.OF.A.KIND,
a Masterclass in brand strategy.
O.O.A.K. is designed to empower you to create your own brand strategy - because no one knows your brand better than you do. You are your own best brand strategist.
Guided by Ulrike's extensive experience, this masterclass will take you through the fundamentals of defining a strong brand strategy. Each chapter blends theory with real-world examples, case studies, and hands-on exercises, ensuring you can apply the insights directly to your business.
Throughout the course, your personal journal will serve as your space to refine ideas, capture insights, and shape a strategy that is uniquely yours.
Are you ready to build a brand that stands out? Let’s get started.
TOOL.01
Work through the O.O.A.K.JOURNAL
The O.O.A.K. JOURNAL is your personal space to capture ideas, refine your strategy, and bring your brand vision to life.
This illustrated book includes exercises, key references, and further reading for each chapter. Use it as a sketchbook, notebook, or workbook — make it your own.
Every O.O.A.K. MASTERCLASS includes one journal, with free shipping!
Lesson Plan
CHAPTER.01
What do you do and how do you do it?
Join Ulrike in a deep dive into self-definition, using tools like lifeline construction and the Elements of Value Pyramid. Explore case studies of brands that have nailed their identity from day one.
By the end of this chapter, you'll craft a clear, powerful brand statement — your foundation for everything ahead. Prepare to be surprised; the simplest questions are often the toughest. Don’t worry — Ulrike is here to guide you.
CHAPTER.02
Why do you do it?
Branding is emotional — your passion should resonate with your audience. But articulating why you connect with certain ideas, people, or brands isn’t always easy (thanks, limbic brain!).
Ulrike will guide you through the emotional core of branding, tracing its evolution from the Industrial Revolution to today’s conscious, responsive brands. Through historical case studies and practical techniques, you’ll start shaping a multi-dimensional brand narrative — one that stands the test of time.
CHAPTER.03
What makes you different?
Even in a crowded market, your brand has something unique to offer. Ulrike will share strategic techniques to help you uncover and communicate what sets you apart.
Learn how to identify key differentiators that persuade customers to choose you over competitors — and discover creative ways to zig when everyone else is zagging.
CHAPTER.04
Who are you here for?
Understanding your audience goes beyond demographics — it's about why and how they make choices. Ulrike will guide you through customer categorization, showing you how to gather and interpret data to shape an evolving brand strategy.
Instead of chasing a single "ideal customer," you'll create a diverse set of customer personas that reflect real behaviors and needs. Learn how to position your brand within a culture or community, building long-term relationships rather than just filling a short-term market niche.
CHAPTER.05
What’s your personality and what do you value the most?
Your brand personality isn’t just one trait — it’s a blend of characteristics rooted in your core values. When done right, it creates an instant connection with customers who instinctively align with your brand.
Ulrike will show you how to turn abstract ideas like emotions and instincts into a compelling brand personality. You’ll learn how to build on recognizable archetypes, craft a magnetic brand narrative, and avoid key pitfalls — because authenticity and consistency are everything.
If you want to be the life of the party, your brand has to sparkle — and Ulrike will show you how.
CHAPTER.06
What’s your brand strategy?
A brand strategy isn’t just a collection of buzzwords and polished visuals — it’s a living roadmap that guides you, your team, and your customers for years to come.
Ulrike will help you bring together everything you’ve learned, ensuring your strategy is grounded, adaptable, and authentic. The best strategies aren’t static; they evolve with feedback and real-world application.
With a solid foundation — knowing what you do, why you do it, and what makes your story compelling — you now have the tools to shape a strategy that truly works. It’s up to you to bring it to life.
TASK.01
Invest in your brand
- Access 3+ HOURS of expert-led video content across 6 structured chapters
- Receive a premium 120-PAGE PERSONAL JOURNAL to map out your brand journey
- Work through 25+ targeted EXERCISES designed to challenge and refine your strategy — at your own pace
- Learn from 10 world-class CASE STUDIES, seeing brand strategy in action
Gain exclusive INSIGHTS from Ulrike’s real-world branding experience, blending finance and creativity
€ 480
O.O.A.K.FOR.BUSINESS
Want your team to master brand strategy?
Equip them with hands-on training to build a strong, unique brand. Get in touch for tailor-made solutions.
© 2023 - ONE.OF.A.KIND
