Designing a branding course model for entrepreneurs with a service design approach
Vuorela, Kati (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061423012
https://urn.fi/URN:NBN:fi:amk-2025061423012
Tiivistelmä
This thesis explores the development of a branding course model tailored for small-scale entrepreneurs. These groups often face challenges in brand building due to limited expertise, time, and financial resources. The objective was to design a practical, self-directed course that supports entrepreneurs in developing a clear, consistent, and strategically grounded brand. The course addresses branding as a holistic process rather than a purely visual activity and aims to deliver high value through a time-efficient and user-centered format.
The study is based on service design methodology, particularly the double diamond model. Research methods included benchmarking, netnography, persona development, and tools such as the value proposition canvas and context canvas. These approaches helped identify user needs and define the course structure. The final concept was prototyped as a modular online course supported by practical tools, expert input, and peer interaction.
The outcome is a branding course model that is accessible, adaptable, and aligned with entrepreneurial realities. It supports independent brand development and responds to current digital and pedagogical demands. The study demonstrates how service design tools can effectively translate entrepreneurial needs into impactful educational solutions, contributing both to academic understanding and to practical applications in business education.
The study is based on service design methodology, particularly the double diamond model. Research methods included benchmarking, netnography, persona development, and tools such as the value proposition canvas and context canvas. These approaches helped identify user needs and define the course structure. The final concept was prototyped as a modular online course supported by practical tools, expert input, and peer interaction.
The outcome is a branding course model that is accessible, adaptable, and aligned with entrepreneurial realities. It supports independent brand development and responds to current digital and pedagogical demands. The study demonstrates how service design tools can effectively translate entrepreneurial needs into impactful educational solutions, contributing both to academic understanding and to practical applications in business education.