Recorded course · Marketing · Hindi
Build the meaning. Then design the identity.
Give your brand a clear reason to exist, a place in the market and a recognisable voice—before choosing its colours, logo and visual style.
Overview
A logo cannot fix unclear positioning. Work from purpose and audience to personality, words and visuals, using real Indian advertising examples to see how those decisions show up in practice.
Make the strategy and the expression say the same thing.
A tikki shop in Delhi has the tagline "हम हर वादा निभाते हैं" — we keep every promise. Sahil demolishes it in one sentence.
"You're not keeping every promise. You're selling tikkis."
Then he reconstructs how it happened, which is the useful part: somebody said make a tagline, somebody else asked what to make, and out came a line that sounds like a brand and means nothing. That is what most branding is, and it is what the first six modules of this course exist to prevent.
A brand here is a person you build deliberately, from the inside out, in a fixed order.
First the part nobody can see — purpose, vision, mission, values. Then positioning. Then a personality, chosen from a system of sixteen types and twelve archetypes. Then the words: the story, the core message, the name, the tagline. Only then the visuals — shape, typography, colour, grid, the brand kit. And finally presence, across every surface you own.
The archetype table is the thing people remember. He renames all twelve after Indian film characters, on purpose, so you never forget them. The Rebel is Gabbar — and his worked example is OnePlus, whose entire "flagship killer, never settle" posture reads as revenge on the brands that were overcharging people. The Creator is Rancho from 3 Idiots, and it is Apple. The Everyman is Ved from Tamasha — specifically the middle-of-the-film Ved — and it is IKEA, Amazon and Tata Salt. The Ruler comes with a hard rule attached: never run mass marketing as this brand.
He says outright that he wants students to use his names, so that if the framework travels, the names go with it.
Roughly a third of this course is him taking real advertising apart in front of a live room and asking the class to name the target audience before he answers.
Two Apple films — 1984 and Think Different — and the observation that runs through the whole module: no Apple device appears in either one. The product is never sold. Three Dove campaigns, and the same finding stated more bluntly: "the product isn't there at all." And then the drill that makes it useful — if you sell LED lights you obviously cannot run the Dove script, so work out who buys LED lights, find the problem they actually have, and put the product inside it.
Dollar Shave Club against Gillette, where the low budget and the visible mistakes are the message: these people are just like us. The Domino's "वो है मां" film, where the ad's audience is families but the brand's audience is college students who have stopped calling their mothers. Brooke Bond Red Label running eight to ten films under one hashtag, because everyone drinks tea and no two of them drink it for the same reason.
And a working method for the pitch. He runs a standing interrogation on every idea a student brings: who is your audience, by age and by class? What is your differentiation? A competitor can stand up tomorrow and build exactly this — then what? Why should anyone trust you? If your app already solves the problem, who is buying the product? Those questions, in that order, are worth the module on their own.
Two things to know. The app marks this course `beginner` and the material is not — it assumes you can watch an ad and reason about who it is speaking to. And Module 6, the nine storytelling lessons, is the same nine recordings as Module 3 of The Art of Content Creation. If you own both courses you have already watched it, and we would rather say so here than let you find out in module six.
Taught in Hindi.
What you’ll be able to do
Write the invisible half of a brand before touching anything visible — purpose, vision, mission and values — and explain why anything designed before this step is decoration.
Place a brand on a twelve-archetype system and derive its voice from the placement — including the rules that come attached, like never mass-marketing a Ruler brand.
Watch an ad and name its target audience, its core message and the emotion it is pushing to an extreme — the drill he runs on Apple, Dove, Domino's, LG and Red Label in front of a live room.
Separate the three message layers — the core message you never say out loud, the primary one you state, and the secondary one the audience absorbs without noticing — and find all three in someone else's campaign.
Name a brand and write a tagline against a checklist you can defend — seven naming rules, seven name types, and a tagline test strict enough to reject "we keep every promise".
Interrogate your own positioning the way he interrogates a student's — differentiation, defensibility, trust, and what happens when a competitor copies you next month.
Inside the course
What a brand is, and the split that organises the whole course: strategy is the invisible half — internal brand and positioning — and expression is the visible half. Plus the two Apple films where no product ever appears.
Purpose, vision, mission, values. The part clients skip and then wonder why every later decision is an argument. The Dove campaigns sit here.
Where you stand relative to everyone else, and the value equation underneath it — actual value times perceived value, over time times effort.
Sixteen personality types and twelve archetypes, each archetype renamed after a film character so you keep it. What excites the type, what it fears, how it speaks, which industries it fits, and which brands are already occupying it.
Story, core message, name and tagline. Three message layers. The naming rules and the tagline test — and a live demolition of a tagline that fails it.
Six storytelling recipes matched to six goals, and the frameworks inside each.
⚠️ These are the same nine recordings as Module 3 of The Art of Content Creation.
Shape, typography, colour, grid, hierarchy, and building the brand kit. Three rules for a logo: simple, recognisable from a distance, distinctive.
⚠️ Six of these nine lessons are shared with the Canva design course.
Putting the brand onto every surface you own, hiring and briefing a designer — including a three-part test for judging a designer's portfolio — and the pitch interrogation.
Curriculum
The complete lesson list, straight from the course. Lessons marked “App only” play in the Edrilla app for Android and iOS.
This module is your complete guide to building a powerful brand that customers remember, trust, and buy from. It starts with a Pre-Evaluation Course to assess your current knowledge and set clear learning goals. You’ll then learn the fundamentals: the difference between branding and marketing, why branding is about positioning and trust, and how marketing drives execution. The module traces the origin of branding from tribal identity marks to logos and emotional storytelling, showing why uniqueness is non-negotiable today. Next, you’ll dive into the core elements every brand must have—messaging, values, voice, personality, consistent visuals, and storytelling. Real-world examples like Zomato, Amul, and Dove bring these concepts to life. Finally, the course structure section lays out how to apply brand strategy (internal culture, positioning) and brand expression (how the world sees you) with an ethical, authentic approach.
This module is the heart of branding—it helps you define who you are, why you exist, and what customers can always expect from you. Through a mix of video lessons and PDF worksheets, you’ll not only learn the concepts but also apply them to your own brand. The videos break down big ideas: your deeper purpose, long-term vision, day-to-day mission, and the values that shape company culture. With real examples from Dove, Zomato, Coca-Cola, Nike, and Tata, you’ll see how global brands build trust and inspire loyalty. The worksheets turn learning into action: define your purpose, craft a future-focused vision, align a mission, establish values, and create a strong brand promise. By the end, you’ll have a complete brand strategy framework—clear, authentic, and ready to guide both your team and your customers.
This module shows you how to position your brand so customers instantly know who you are and why you’re different. Through a core video lesson and three practical worksheets, you’ll learn both the theory and the execution of positioning. The video explains how positioning creates the exact image you want in your customer’s mind. Using real examples like Apple vs. Samsung, it uncovers how storytelling, value delivery, and ethics shape perception. Then, the worksheets turn insights into action: Audience Analysis Worksheet – define who your real customers are. Brand Positioning Reflection Worksheet – analyze current perception vs. desired perception. Brand Positioning Strategy Worksheet – craft a sharp, memorable positioning strategy that blends purpose, vision, mission, and customer needs. By the end, you’ll have a clear positioning map that separates you from competitors and helps your brand dominate its niche.
This module helps you design a brand personality that feels human and communicates with clarity. Through video lessonsand interactive worksheets, you’ll shape how your brand looks, talks, and connects with your audience. The videos cover personality models—desire-driven personas (legacy, relationships, structure, exploration) and trait-based types (introvert, extrovert, thinker, feeler, etc.)—and explain how brands like Coca-Cola, Disney, and Dollar Shave Club mirror these traits to connect emotionally. You’ll also learn to create a distinct brand voice that’s consistent across ads, social media, and customer touchpoints. The worksheets take it further: Brand Voice Development Worksheet – define your tone and style. Personality Test Worksheet – identify brand and audience personality types. Brand Statement Development Worksheet – craft a sharp, memorable brand statement. By the end, you’ll have a complete personality & voice framework that makes your brand instantly recognizable and relatable.
This module gives you the tools to create a brand identity that people remember and talk about. Through video lessons and practical worksheets, you’ll learn how to craft powerful stories, select the right brand name, design a tagline, and define your brand’s core message. The videos break down how storytelling influences memory and emotions, why relatable stories go viral, and how brands like Apple, Coca-Cola, and Dove keep messaging simple yet powerful. You’ll also learn the difference between slogans vs. taglines, and how to choose names that are unique, meaningful, and easy to recall. The worksheets turn these insights into action: Brand Name Selection Worksheet – finalize a unique, audience-aligned name. Brand Tagline Worksheet – create a catchy, memorable tagline. Brand Core Message Worksheet – define the central message behind all campaigns. By the end, you’ll have a story + identity toolkit that makes your brand instantly recognizable.
This module equips you with storytelling frameworks that turn ideas into content people remember, share, and act on. Through nine video lessons and a Brand Story Creation PDF, you’ll learn to master different types of stories for business and branding. The videos cover storytelling fundamentals and practical frameworks: Stories That Sell (short sales hooks), Stories That Motivate (drive action), Stories That Convince (overcome objections), Stories That Connect (authentic conversations), Stories That Explain (education & product demos), Stories That Impress (cinematic recall), and Stories That Lead(guide decisions). You’ll also explore advanced concepts like secrets, puzzles, and emotional dashboards. The Brand Story Creation PDF makes it actionable—helping you build a structured narrative around your brand’s character, conflict, and resolution. By the end, you’ll have a plug-and-play brand story ready for ads, pitches, and campaigns.
This module is your complete guide to designing a visual identity that feels professional, consistent, and instantly recognizable. Through video lessons and a Brand Visual Identity Worksheet (PDF), you’ll learn both the theory and execution of design. The videos cover the essentials: Shape Theory (how forms influence perception), Typography (fonts that signal trust or luxury), Color Psychology (picking palettes that align with emotions), Visual Identity (logos + consistency), Hierarchy in Design, Grid Systems, and AI-powered Brand Kits. You’ll also learn how to apply these in social media design workflows, creating scroll-stopping graphics quickly. The Brand Visual Identity Worksheet makes it actionable—helping you define your logo, fonts, colours, and layout rules in a mini brand kit. By the end, you’ll have a ready-to-use brand design system for websites, ads, and social platforms.
In this final module, you’ll learn how to show up consistently everywhere your brand lives—online, offline, and in-person. Starting with Other Identity, we cover why your website, UI/UX, print materials, and office interiors must reflect the same brand logic.. Then, through Personal Branding, you’ll see how individuals can position themselves authentically (without fake flex) and use pricing, thought leadership, and consistency to stand out. Social Media dives into keeping fonts, colours, and aesthetics uniform while adding a human touch to build trust and communities. Building Presence shows how to align website, social, print, and interiors into a seamless brand experience. Image Styles & Graphics explains raster vs. vector visuals, the role of AI in generating photos, and how to hire/design effectively. Student Activity gives learners hands-on practice in pitching ideas and defending brand strategies. Finally, two worksheets—Brand Presence Strategy and Post-Course Evaluation—turn these lessons into action plans and self-assessments, ensuring you leave with both strategy and execution clarity.
Is it for you?
Practise as you go
Small exercises that put each module to work on your own business or clients.
Your mentor
Sahil Khanna ran a digital agency for fourteen years before selling it. The pricing, the campaigns, the client conversations and the mistakes from that work are what Edrilla’s courses are built from.
He teaches every course on Edrilla himself, in Hindi and Hinglish, and each course page tells you plainly what the course covers and who should skip it.
Pricing
Pay once for the access period shown and learn at your own pace.
365 days of access
≈ ₹493 a month
Questions
Anything else? Write to the team and we will help you choose.
Visit the help centreVisual identity is part of the course, but it comes after purpose, positioning, personality, voice and storytelling. The emphasis is on making design decisions that follow a coherent brand strategy.
Hindi and Hinglish, with English terms where the industry uses them. Every course page states its language.
Access is sold by plan, and every plan states its access period before you pay — for example 30 days, 90 days, a year, or lifetime where the plan says so. Your dates are shown in My learning once you enrol.
Yes. Use the same account on the web and in the Edrilla app for Android and iOS, and your progress carries across. Courses are bought on the web or in the Android app, and then open everywhere, including iOS.
Checkout runs on Razorpay, so you can pay with UPI, cards, net banking or wallets. Prices include GST.
Certificates for completed courses are issued to your account, and each one has a public verification link anyone can open to confirm it is genuine.
Every course page lists who it is for and who should skip it, and shows the full lesson list before you buy. Refunds are handled under our terms of service.
Read the termsSigned-in students can raise a support ticket from their account. You can also email lapaasindia@gmail.com and the team will reply.
Visit the help centre
Branding Masterclass
Give your brand a clear reason to exist, a place in the market and a recognisable voice—before choosing its colours, logo and visual style.