Course Information
Language:
English
Course level:
Basic/Intermediate
Location: On-demand Course Platform
Direct access after purchase/learn at your own pace
What to expect?
​
What is a brand? How do you define, create and evolve one? And why is it important for service design and how can you get AI to support you? Join Fiona Myles and Javier Garcia in this two lecture on-demand course covering the key business considerations, principles and tools of branding for service design.
The course will not only cover the why, what and how of defining, creating and evolving service brands, but will also provide some insight in naming and organising service brands as portfolios, supported by AI.
​
The course will include two on-demand presentations, exercise in between sessions and live Q&A session.
​
​
Course Learning Objectives
​​
-
What a brand is and how it is defined
-
Why a brand is important for service design
-
How to go about creating and evolving a service brand together with emerging AI tools to support you
-
What are the key principles and tools
-
Developing brand personality and
tone of voice using AI -
Personas using AI for customer journeys
-
How to organise service brand portfolios
5 reasons why you should watch Branding for Service Design!
Learn the principles of branding for service design supported by AI
Service designers need to be able to use brands in their work to define the desired interactions at service touch points, but often don’t fully understand branding principles. This course teaches you the why, what and how of branding and how you can use AI to support its development.
_edited.png)
Structure offering a portfolio of services
Organisations can have portfolios of offers, learn how this can be structured and managed with service design portfolios and brand architecture.
Understand how brand values can direct service behaviour
​Organisations need to be able to train people to deliver the service with the right behaviour, this comes from understanding the company’s culture and brand values. The course looks at how values can be defined and expressed in behaviour.
Bring service brands to life
Understand how branding for services works with business strategy and can be brought to life across organisations’ communications, their products, services and developed through people’s capability.
The course also looks at how AI can be used together with personas to develop brand to life ideas.
_edited.png)
Be able to create tone of voice principles using AI
At touch-points people need to be able to engage people with the right tone of voice. Learn how to define and develop this from the brand personality supported by the latest AI.
Meet the trainer
Fiona Myles (she/her)
Kin, University of the Arts London and Royal College of Art
SDN invited trainer
Javier Garcia (he/him)
Founder of Miura
SDN invited trainer
Course fees and registration
Includes:
Full access to course on-demand videos of 2 hour length
Interaction with course participants and trainers through discussion panel on course platform
All course content, supplemental learning material, quizzes and assignments
Course completion certificate
Invite to live Q&A sessions
SDN Members
€119 Normal price
Non-SDN Members
€139 Normal price
​​​Who is this course for?
"Facilitating Creative Sessions" is intended for Service designers, design strategists and anyone interested in harnessing the power of branding in their practice.
​
​
Financial Inclusion
We as the SDN support financial inclusion as part of our DEI mission (Diversity, Equity and Inclusion), based on the world bank clusters. So, if you think you are eligible – please contact us at academy@service-design-network.org!
High income
​
Full training fee
​
Upper middle​
income
Receive 25% discount​
on the training fee
Lower middle​
income
Receive 50% discount
on the training fee
Low income
​
Receive 75% discount
on the training fee
-
What is the Service Design Network Academy?The SDN Academy is an educational initiative introduced by the Service Design Network (SDN) in 2019. Offering a series of education courses for both seasoned practitioners and those new to service design, our Academy is committed to advancing practitioner knowledge by sharing insights on the latest tools, methods and techniques shaping the future of our industry. Since its founding, the SDN Academy has run both public and in-house training for more than 1.100+ students, across more than 24 different course offerings. Course participants come from a range of backgrounds and experience levels.
-
What is the Service Design Network?The SDN is a non-profit organization founded in 2004 and is the only community of its type world-wide. In addition to the SDN Academy, the SDN runs a series of annual Global Conferences, publishes the journal 'Touchpoint', recognizes best-in-class work through its Award program, supports a large network of local Chapters, and supports up-and-coming service designers through its Young Talent Board and associated activities. You can learn more about the SDN at www.service-design-network.org.
-
Will I receive a course completion certificate?Yes, all participants who successfully complete the course (based on lecture progress, as well as completion of quizzes and assignments) will receive a course completion certificate.
-
What are the criteria for enrolling in a course?We do not have specified prerequisites attached to our courses. Nevertheless, our course descriptions provide a clear understanding of the content to be delivered. We, therefore, encourage interested participants to read them carefully and self-identify if the course is the right level based on their background and needs.
-
Where are the courses offered and in which languages?Our academy is a global initiative with the objective of providing courses in a multitude of languages. New courses (and their respective language offering) are added to our website on a regular basis. We encourage interested participants to review the program page here to learn more.
-
Do you offer discounts on your lectures & courses?We at SDN believe that everyone should get the possibility to join our lectures & courses. If you feel that the prices we offer are too high for your current living situation, please feel free to reach out to us at info@sdn-academy.org. Service Design Network Members receive a 15% Discount on SDN Academy Tickets. Learn more about the SDN and our Membership here. Service Design Network Student Members receive a 50% Discount Code on SDN Academy Tickets. Learn more about the SDN and our Membership here.
-
Do you offer in-house training programs?The academy is pleased to offer customised, in-house training for companies, agencies and academic institutions alike. Inquiries can be directed here.
-
How do I become a trainer?The SDN is always happy to welcome new members into our group of expert trainers. To ensure we work with the best, we have incorporated a rigorous application process which includes a self-assessment and interview with our accreditation board. To learn more, please see here.
-
How much do academy courses cost?Our academy courses vary in price. We recommend that you review the program page here to get an understanding of associated costs.
-
What forms of payment do you accept?We accept the following means of payment: Credit/debit cards, PayPal, SEPA Direct Debit or Invoice. The availability of means of payment may be affected by your location.
-
What is the cancellation/refund policy?You may cancel a course up to 30 days prior to, in order to get a full refund. Please visit our Terms and Conditions page to learn more.