1 day course 
Supporting material 
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GenAI is revolutionizing the way in which we create unique content. If you’re able to craft strong prompts and collaborate with the machine, you’ll receive output that makes an impact.
In this one-day lab, we’ll firstly look at what the models that power GenAI know about you; we call this AI Brand Awareness or Perception. We’ll then go on to look at how you can generate consistent and brand-safe results from your prompts. This is particularly useful when you’re working as a team with the same brand parameters.
After this, we’ll switch gears and adopt different personas, asking the AI to create in different styles based on a specific role it plays. We’ll cover both copy and image prompting, and explore tactics you can use to critique the results based on what we've learned to finesse the model into better performance. This critical skill is what will set you up for adapting your style as prompting continues to evolve.
This Prompt Engineering for Your Brand course is available as a private training session that can be delivered via Virtual Classroom or at a location of your choice in the US.
Course overview
Who should attend:
This course is ideal for:
- CMOs
- CTOs
- Creatives
- Content and copywriters
- Marketing professionals
- Senior business leaders
- SMB owners who perform their own marketing
What you'll learn:
By the end of this course, you will be able to:
- Craft prompts that generate the results you want
- Steer the LLM to better results by improving your prompts
- Create brand guidelines to encourage consistent results
- Adapt the style of results through adopting personas
- Review and critically evaluate your results
- Explain diffusion models and their differences from text-based LLMs
- Craft effective image prompts: structure, keywords, negative prompts
- Tell visual stories with emotions, references and user intent
- Engineer prompts for specific styles, compositions and details
- Navigate ethical considerations in image prompting
- Utilize image prompting platforms for marketing and advertising content
Prerequisites
This lab is for participants who understand the fundamentals. If you don’t, you could get left behind. You might benefit from taking our GenAI for Marketers: Fundamentals course beforehand.
Course agenda
- How to craft your prompt
- Steer results, don't re-start
- How to create prompts that include your brand
- Adapting results for different products and segments
- Using personas in your prompts
- Evaluating the performance of your prompts
- How diffusion models and image/video prompting are different from LLMs and text prompting
- Best practices for image
- The unique challenges of image prompting
- Introduction to image generation tools/platforms
- The collaborative prompt technique
- Assigning team and role assignments
- Prompt creation for product photography
- Generating images that evoke emotions aligned to your brand
- Ad creative exploration with image prompts
Next Steps:
Consider taking the following courses to further your GenAI knowledge: