BRAND & DESIGN · Germany Only
Build Your Brand 101
Brand identity for new startups, freelancers, and those planning to start — anywhere in Germany. Foundation first. Visual language second. You leave with a brand brief you can hand to designers.
Register
Join the next live session.
€150 per participant · No VAT (§19 UStG) · Certificate and invoice within 24 hours.
3 hours · Google Meet · In English · Every 2 months · Max 20 participants · Germany only · €150 · No VAT (§19 UStG)
LEARNING OUTCOMES
What you’ll leave with
Six things you will be able to do after the session that you couldn’t do — or weren’t doing correctly — before.
01 Define what your brand actually stands for
Not what you assumed it was. The Before/After workbook makes the gap between instinct and framework visible — that gap is the course.
02 Articulate your positioning clearly
Explain what makes your offer distinct — to clients, to collaborators, to designers, and to yourself — in one sentence that holds up under pressure.
03 Understand visual identity logic
Read a logo, a colour system, a typographic choice — and understand why it works or why it doesn’t. Without needing to be a designer.
04 Develop a consistent voice and tone
Define how your brand sounds — in proposals, on social media, in a cold email — and identify what it should never sound like.
05 Choose the right platforms
Make deliberate decisions about where your brand shows up — and have the discipline to stop wasting time on platforms that don’t fit the strategy.
06 Complete a Brand Brief
Leave the session with a one-page brief you can hand to a designer — or use to guide your own identity work — immediately after the session.
THE METHOD
A course with a before & after built in.
5–10 minutes of instinct questions — before any framework.
Before The Session
“What I think my brand is.”
Your assumptions about your audience, visual direction, and voice. No right answers.
After 2H 45M
“What I now know it is.”
The last 15 minutes: every participant shares what changed in one minute. Your before-answer, your after-answer, and the direction between them.
COURSE OUTLINE
Five modules. Three hours.
The session is built around the Deductions Cheatsheet.
Every module answers what the cheatsheet raises.
01
What is a brand?
The difference between a logo and a belief system. Why most small brands fail not for lack of talent but for lack of clarity. What makes a brand work at scale — and what makes it fall apart.
25 min
02
Brand Foundation
Mission, values, positioning, and audience. The four decisions that determine everything else — before any visual work begins. Why you can’t skip this step.
35 min
03
Visual Identity
Brand personality in practice. Tone across contexts — formal pitch, casual social post, cold outreach. Words to use, words to avoid. How your brand sounds when you’re not watching.
40 min
04
Voice & Tone
Brand personality in practice. Tone across contexts — formal pitch, casual social post, cold outreach. Words to use, words to avoid. How your brand sounds when you’re not watching.
25 min
05
Touchpoints, Platforms & Consistency
Where your brand actually lives. Every interaction is a brand moment. How to choose platforms deliberately — and have the discipline to ignore the ones that don’t fit.
35 min
&
Before & After — Open Exchange
Each participant shares what changed between their before-answer and their after-answer. One minute each. 15 directions. The most valuable part of the session.
15 min
IS THIS FOR ME?
This course is for you if…
- You are starting a freelance practice, studio, or small business — anywhere in Germany
- Your brand feels inconsistent, borrowed, or unclear — and you know it but don’t know why
- You have a product or service but struggle to explain what makes it distinctly yours
- You want to brief a designer effectively — or do the thinking yourself before paying one
- You want a strategic foundation before you start building a visual identity
- You work in English and want a course built around structure and thinking, not software tutorials
WHAT’S INCLUDED
The workbook works after the session too. + Before & After Workbook
7-tab Excel. The BEFORE tab fills in before the session.
Five AFTER tabs — Brand Foundation, Visual Identity, Voice & Tone, Platforms, Brand Brief — fill during and after. Yours to keep and update as your brand evolves.
+ Brand Brief Template
Included in the workbook. One-page brief that captures everything the session produces — ready to hand to a designer, or use as your own internal reference.
+ Slide Deck PDF
The full 27-slide session deck sent within 24 hours after the session. Complete reference — no note-taking needed during the three hours.
+ Certificate + Invoice
Personalised Certificate of Participation and a receipt/invoice — both within 24 hours of the session. Useful for professional development records and expense tracking.
3 Hours · One session · No parts · Every 2 Months · New cohort each month · Germany Only · Resident in Germany · Max 20 Participants · Small for real discussion · Google Meet · Link sent after payment · In English
REGISTRATION IN GERMANY ONLY
Register for Build Your Brand 101
Per Participant
€150
No VAT (§19 UStG) · One payment · Workbook included
- 3-hour live session on Google Meet
- Before & After Workbook (7-tab Excel)
- Brand Brief Template included in workbook
- Slide deck PDF — sent after session
- Certificate of Participation within 24h
REGISTRATION REQUIREMENT
Register via Stripe →Joining from outside Germany? International registration is opening soon! We are currently upgrading our checkout system to seamlessly handle local VAT and tax compliance for global participants.
🔒 Stripe · Confirmation email sent immediately
Early Bird & Summer Discounts Available
A discount code for the first 10 registrants (Earlybird) and a Summer discount code valid until 15 July 2026 are available on this course.
Drop me a message to receive your code before registering.
Germany only. The session is entirely in English. You do not need to be physically in Germany on the day of the session, but you must buy the course in Germany.
Invoiced by Kaush, Freiberuflerin, Germany. No VAT charged per §19 UStG.
Project Vernacular Branding
View Design Projects & Methodology
The Architectural Lens in practice
Speculative Brand World & Narrative
Premium Digital Design System
Structural Identity & Layout
Kaush
Designer, spatial planner, researcher, and author based in Frankfurt.
I have been building brand identities from the ground up for a decade — with the same rigour I would apply to a building. Build Your Brand 101 is built around my own methodology: brand identity as structure, not decoration. The Before/After workbook is the same one I use with consulting clients.
I am not a brand consultant with a certification. I am a designer who has done the work.
FAQ
Common Questions
No. The workbook is Excel. The session is Google Meet.
This is a thinking and strategy course — not a software tutorial. You do not need to know how to use design tools.
Do I need to be physically in Germany?No — you can join the session from anywhere. You do need to be tax-resident in Germany and file taxes here. For our tax, VAT, and invoicing compliance, your billing address at checkout must be in Germany.
What if I don’t have a brand yet?Perfect. The course is designed for people building from scratch. The BEFORE questions are based on instinct, not on an existing identity. Starting from zero is the ideal starting point.
What if I already have a brand and want to refine it?Also useful — the BEFORE/AFTER structure works for existing brands too. Many participants come with an identity that “feels wrong” and leave knowing exactly why and what to change.
Is the workbook sold separately?No — the workbook is only available as part of the live course registration. It’s designed to be used alongside the session: the BEFORE tab before we meet, the AFTER tabs during and after.
Will the session be recorded?No. The session is live only. The full slide deck PDF is sent within 24 hours so you have a complete reference without needing to take notes.
Can I get a refund?Full refund if requested more than 7 days before the session. If you can’t attend, your registration transfers to the next monthly cohort. See the Terms & Conditions.
Can my employer pay for this?In principle, yes — an invoice is provided within 24 hours. Whether it qualifies as Fortbildungskosten for your employer depends on your contract and their internal policy.
For any questions related to the course, do get in touch with me.
Connect →This course provides educational information on the EU AI Act. It is not legal advice. For compliance matters specific to your organisation, consult a qualified legal professional.