Registrations now open.

Most industries are saturated with brands that tick all the boxes, don’t stand for anything, and don’t stand out. They lack impact and connection. They have no power.

Power brands are about people – employees, customers, and business partners – and how they connect with your company, business, or organisation. Power brands are brands that make sense and are believed, felt, and loved. Power brands build trust, win customers, attract and keep talent, and differentiate you from the competition. Power brands are not something you add to your business or organisation, they are the reason you exist. This makes branding a leadership conversation, not a marketing one.

Power brands don’t happen by accident. Power brands happen when you get everyone and every team singing and playing off the same song sheet, from the boardroom to the shop floor to the call centre, and everything in-between. Richard has been branding in this way for 15 years, and it can be learned and applied by anyone with a head and a heart.

Designed for busy, full-time professionals, be first to master the essential skills and techniques for building a power brand and develop a power edge to your skills. Join the waitlist now to be in one of the first cohorts mid-year.


LENGTH  8 weeks (flexible)
COST    AUD $1495 Introductory price
DATES     September – October 2022
  • Master the skills and concepts to build a powerful brand that inspires, engages, and outperforms the competition.
  • Learn how to build extraordinary value inside your own organisation, and level up your career.
  • Participate as an individual or create a tailored cohort for your organisation.
  • Learn from Richard Sauerman, The Brand Guy. Ranked in the Top 30 Global Branding Gurus since 2015.
  • Be part of a global cohort and join a vibrant community of professionals.


N Executives and Managers.
N HR Professionals.
N Marketers.
N Sales Professionals.
N Business Strategists.
N Change & Project Specialists.

What you’ll learn

This course provides a practical, real-world approach for building your own power brand – from discovering the essence of your brand, to building out your brand strategy, and to making your brand happen.

Discover the brand essence of your organisation.

Create an authentic, differentiated power brand strategy.

Create a strong alignment between your people, culture and brand strategy.

Go to market with a brand-driven value proposition and positioning.

Making your brand happen.

Is this course right for you?

Power Brand Building is based on the pioneering work of The Brand Guy, Richard Sauerman. He has 35 years of experience working in multi-national ad agencies, consulting to CEOs, and advising on Australian and global brands. Richard shares his full, definitive approach and IP to building a power brand, which you can use to build your own power brand (and that might help your career a bit too).

You will benefit from this course if you are:

  • Leading or supporting a market-facing brand.
  • Running your own business and you need to brand.
  • Leading or supporting a brand-driven culture.
  • Operating in a B2B or B2C business where branding matters.
  • Working in a business or organisation that is looking at its branding.

Why now?

  • Branding has become a critical capability and major source of intangible value for organisations, especially in the online landscape
  • Company culture has become a key area of focus, especially for large businesses and organisations.
  • Develop enduring skills that can boost your confidence, your influence, and accelerate your career.
  • Investing in your own future has never been more important.

Meet your instructor

Known as ‘The Brand Guy’, Richard Sauerman has been ranked in the Global Gurus Top 30 Branding Professionals since 2015.

After working on brands such as Coca-Cola, Microsoft, Toyota and Unilever at Saatchi & Saatchi, Ogilvy & Mather, DDB, and McCann-Erickson, Richard left advertising to pioneer a new way to do branding in Australia: Where everything you do and say as a business is driven by and aligned to your brand strategy – your business strategy, your products and services, your culture and values, your customer service and trade relationships, your marketplace positioning as well as [and not just] your marketing communications.

Companies he has branded in this way include QBE, CSIRO, Mortgage Choice, Data61, Macquarie Bank, Vodafone, Laborie, Lifestyle Solutions and Breast Cancer Trials.

Richard is the co-founder of a successful strategy, brand and communications agency called Brandcraft, he has published two books and is a sought-after speaker who delivers keynote talks and runs in-house workshops on Real YOU, Power Branding, Branding the Inside, and Business as UNusual.


"Richard was direct, raw, and challenged us to think about what our brand truly meant to us and helped us simplify our proposition and elevator pitch. He was engaging and ensured that the whole team felt part of the brand re-positioning process. We are now all singing from the same hymn sheet.."

— iQumulate, Head of Brand & Marketing


"Richard is a genuine and insightful brand engineer who simplifies the hidden complexities of designing and building a modern brand. Richard has many talents but what stands out for me is he gives a shit about helping you make your brand the best brand it can possibly be by giving it the heart and soul it needs to inspire and engage your employees and customers."

— Maturious, CEO


"Richard is a breath of fresh air to work with. He has a sharp business mind, but he also has amazing insight into human behaviour and what makes people tick. This combination makes his strategic work very powerful and on point. I have never worked with someone more inspiring, creative and brilliant."

— Sydney Jewish Museum, Head of Marketing


"A true thought-provoking engagement that ran from top to bottom within the business and engaged all managers and staff. Highly recommend Richard to assist you and your business when thinking Brand and positioning for success."

— True Value Solar, CEO


"Richard is the best brand strategist, creative thinker and thought- provoking motivational professionals that I have experienced, and I have met a few in my time! He is challenging, inspirational and pushes people to think differently. I would not hesitate to recommend him – he is truly brilliant!"

— Allegis Group, Managing Director Global Marketing


"Richard is a peak performer. Driven, fearless and with energy to burn. He finds the beautiful truth and articulates the powerful story inside every organisation. He shines the light on those around him and true to his word wakes up their tigers. His genuine love and passion for what he does is contagious. "

— STW Group, Director of Brand Strategy


"The way Richard works is unique. He is highly collaborative, but not compromising. He is lateral and imaginative in this thinking, yet deeply pragmatic. He is direct, honest but not threatening. At the core of Richard's work is his interest in people, and understanding how people think, feel, and behave. He intuitively gets what motivates and engages people, and he brought this empathy, energy, and enthusiasm to every piece of work he did for us."

— QBE, Group Global Executive Officer, People & Communications


"Richard's personal meld of creativity and integrity will have your whole company jiving to whatever messages you want. He can grab complex business strategy, a roomful of suspicious people, and have them eating out of his hand through reflecting back an organisation's needs in a creative and passionate way. Whether it's insurance, media, not-for-profit or any business, the way Richard helps teams to realise and recognise the people drivers in their business is truly special."

— CSIRO, General Manager Communication

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Join the Power Brand Building waitlist

Cohort based courses are capped so register now to be one of the first invited to enrol.

Want to participate with a team of 5 or more? Contact us.

Want to know more?

Power Brand Building is a concentrated, 8-week online course, for high-performing individuals and teams who want to reach the next level. In this course, you’ll learn the essential concepts for building a power brand – whether you are building a brand from scratch, rebranding, or repositioning an existing brand – and how to successfully apply these concepts to your own company.

This course is designed to apply to all industry sectors and organisations, and at all stages of a company’s lifecycle. The content has been developed by Global Top 30 Brand Guru Richard Sauerman and is based on his real-world experiences and unique approach to create power brands for local and global companies, government organisations, and high-growth start-ups.

Each course is delivered to a cohort of between 15-30 participants. Participants can attend as individuals or in small groups from the same organisation. Additionally, we deliver tailored corporate programs to incorporate specific company needs or accommodate large numbers of participants.


Certified completion of the Power Brand Building arms you with the knowledge and confidence to:

  • Develop a comprehensive approach to maximising the value of brands.
  • Leverage the knowledge, tools, and concepts used to brand top companies, startups, and national government agencies.
  • Boost the value of your participation in marketing, culture, and communications initiatives.
  • Lead or proactively support company efforts to reposition, reimagine, or form a new brand.
  • Boost your career opportunities with powerful new concepts and credentials.

After 8 weeks you will be able to:

The Brand Guy Approach

  • Understand the key stages for repositioning, reimaging, or forming a new brand.
  • Describe the key principles for developing power brands.

Branding Starts at the Top

  • Gain support and buy-in from management.
  • Understand the importance of aligning brand to what companies say and do.
Brand Discovery
  • Gather input from internal and external sources.
  • Conduct research to support brand development.
  • Develop your brand’s ambitions (KPIs + objectives).

Brand Distillery

  • Explore and refine brand concepts.
  • Reduce a brand to its core essence.
  • Build a cohesive brand story.

Brand Strategy

  • Develop a congruent brand strategy (who, where, what, how, why).
  • Craft language that makes your brand stand out from the competition.
  • Bring your brand to life with visuals.

Brand on the Outside

  • Develop customer profiles and personality archetypes.
  • Develop your brand promise and identity.
  • Articulating a clear value proposition.

Brand on the Inside

  • Aligning HR, people and culture with your brand.
  • Linking company values and behaviours to your brand.
  • Develop a clear employee value proposition (EVP) linked to your brand.

Making your Brand Happen

  • Creating a brand-driven marketing strategy and initiatives.
  • Creating a brand-driven culture program and initiatives.
  • Measuring and tracking your brand’s performance.

What is the Power Brand Building Course?

This is the only course of its type available today. An 8-week, 100% online, cohort-based course that brings together Richard Sauerman’s real-world, definitive approach and IP to building a power brand, not business school academics. It’s practical, battle-hardened, and the most actionable brand building course available today.

Who is the course for?

Power Brand course participants work in large enterprises, small-to-medium enterprises, rapidly growing early-stage businesses, professional services, NFP organisations, and government.

Whether your business or organisation is large or small, recently formed or well-established, for profit or not for profit, the approach and skills you will learn apply to every situation.

Your business context

  • Leading or supporting a market-facing brand.
  • Leading or supporting a brand-driven culture.
  • Running your own business and you need to brand.
  • Operating in a B2B or B2C business where branding matters.
  • Working in a business or organisation that is looking at its branding.
Your personal context

  • You see ‘change’ as the new normal for organisations and want to learn and leverage new skills in this area.
  • You have a blend of analytical, conceptual, and critical thinking skills which you want to develop further.
  • You want to proactively manage your career and boost your opportunities.

What should I expect from the course?

The course isn’t about just listening and reading. It’s an immersive and practical experience, and it’s about doing – participants will complete small exercises each week, leading up to the key Brand Blueprint exercise at the end of week 7.

Most participants allocate 2-3 hours of quality, productive time, each week to complete materials, activities, and exercises. Participants are free to choose when to allocate their time during each week, however as the course is cohort-based, modules need to be completed before moving into a subsequent week. The only exception to this is the two recorded Live Streams, that are scheduled at a fixed day/time in advance of Week 1.

How many participants are in a cohort?

To strike a balance, each cohort aims for enough participants to create a collaborative learning environment where participants thrive, but not so many that numbers become unwieldy. Currently, cohorts comprise of 15-30 participants.

What are the key dates and deadlines?

Cohorts commence on a regular basis. Places are limited, so registering your details ensures you are notified when places become available:

  • If you have applied directly to a specific cohort, we will notify you immediately of availability.
  • If you have joined the waitlist, we will notify you when a new cohort opens, or when a place becomes vacant.

The course operates for 8 weeks, and typically starts on a Monday in Week 1. Your welcome materials will be available for you as soon as you enrol, and new modules are released weekly. There is added flexibility at the end of the 6-week period to complete the course fully.

How much does the course cost?

The fees for the course are AUD $1495, alongside an investment of your time. This investment is a fraction of traditional business school fees, because we’ve focused on what matters, cut out the padding and the premises, and of course streamlined the delivery so you can harness the benefits without putting a pause on the rest of your life.

For corporate programs, fees are determined by the level of tailoring to company objectives. Program costs and volume-based discounts are determined by company-specific needs, customisation, and cohort size.

Will I get a certificate?

The course is designed for you to master new skills that will enable you to level up your career. On successful completion of the course you will earn a digital certificate that verifies your participation and recognises your achievement. But remember, most importantly you will also possess a comprehensive approach to branding that you can start applying immediately.

What about refunds or deferrals?

We have a comprehensive refund and deferral policy for all courses before commencement. However, once a scheduled course has commenced, placements are non-refundable. See our Terms of Use for full details.