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CRAFTS

Brand Led Growth

Learn how to build a brand that stands distinctively in a crowded market or defines a new category

TAUGHT BY

Swati Mohan

Marketing leader

Brand Led Growth is designed for founders, core team members & brand marketers who want to leverage brand to impact growth. Through this CRAFT, you will learn to find your wedge in a crowded market & build your brand's footprint applicable all across your users' journey. The program follows a case study approach, where brand frameworks are woven via real life examples. Brand Led Growth is self-paced & is designed to fit the schedules of high-performing operators & founders.

This is built for


Founders

These frameworks can be used by founders across company stages. However a large focus for the case studies is for Seed to Series C founders in their $1M to $10M journey.

Core Team

Built for core and founding team members who are now leading verticals inside their own companies. The CRAFT allows you to truly build a brand for your product/vertical.

Brand Marketers

This CRAFT is really valuable for Brand marketers with 2 years to 6+ years of experience. If you’re a leader then this CRAFT will allow you to refresh your core fundamentals.

Brand Led Growth

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    Cinematic learning experience
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    Access 100+ member projects
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    Learn at your own pace
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    7 day refund policy

Price

â‚ą9,990Including GST


Outcomes you'll get

Design customer acquisition strategy.

Learn specifics of macro distribution strategy. Plus, learn nuances in brand, product positioning, channel mix & deep dive into 4 key channels - content loops, referral/ partner programs, paid ads & product integrations.

Outcomes you'll get

Build your brand footprint.

Your brand footprint is how your brand looks, speaks, and behaves across every touchpoint. The way your brand looks—whether premium, offbeat, or mass-market—becomes a reflection of the core values you stand for.

Outcomes you'll get

Retain the most profitable customers with confidence.

Define true retention & engagement metrics at the company level. Design repeat purchase journeys for ideal customers. Build depth of engagement that leads to reduced churn & building cross-sell opportunities.

Outcomes you'll get

Solve your free users to paid customers & drive cross-sell.

Structurally get readiness sorted before monetising your product. Design everything from pricing design, pricing Go-To-Market, free to paid/ cross sell journeys. Learn how to find price elasticity to maximise overall revenue.

What our members are saying about CRAFTs

Member Since 2023

I've always had structure to onboarding talent, but it was insightful to see this framework. There are no founders'' manuals but this CRAFT ties it all for me.

Rahul Mathur

Pre-seed VC

Member Since 2022

The CRAFT has a structured approach to driving partnerships as a channel. It is extremely nuanced, structured and actionable.

Yoheswaran Gnanavel

Led Partnerships for India

Member Since 2020

The brand led growth framework is 🔥 when articulated through case studies - it's become a core skill now.

Shekhar Kapoor

Founder

Member Since 2020

My proof of work built during Event led Growth helped me crack a leadership role at inFeedo.

Pawan Rochwani

Entrepreneur in Residence

Detailed curriculum

Introduction to Brand Led Growth

Identify core value prop

Build your brand identity

Netflix's brand strategy

Even.in's brand strategy

Licious brand strategy

Module 1

Introduction to Brand Led Growth

Introduction to Brand Led Growth

Module 2

Identify core value prop

Deeply understand the ICP, product & market

Craft the pain points & brand non-negotiables

Identify & articulate the brand JTBD

Articulate the core value prop

Module 3

Build your brand identity

How to come up with insights

Building a brand wedge

Building your brand footprint

Applying brand footprint across all touchpoints

Case studies covering

logos

Module 4

Netflix's brand strategy

Crafting Netflix’s core value proposition

Build Netflix’s brand footprint

Apply the footprint on and off the product

Module 5

Even.in's brand strategy

Crafting Even.in’s core value proposition

Build Even.in’s brand footprint

Apply the footprint on and off the product

Module 6

Licious brand strategy

Crafting Licious’s core value proposition

Build Licious’s brand footprint

Apply the footprint on and off the product

About your Program Director


Swati Mohan

Marketing leader

Over her 20+ year career as a brand and marketing leader, Swati has led & scaled large business verticals in leadership roles across Netflix, GroupM, Nat Geo & more across India & APAC. Swati was at the helm of Netflix India as the Chief Marketing Officer & led a large part of Netflix's India bet. In the next chapter of her career now, she actively advises consumer tech companies focused on brand as a core MOAT - some of my recent work includes CRED, SUGAR Cosmetics amongst others.She is also an active angel investor, typically investing in super early stage post PMF companies based out of India with a particular interest in purpose driven consumer tech companies led by ambitious founders. Swati spends her time speaking to early stage women founders & has coached 100+ founders in the last 18 months in association with IIM-Bangalore & Goldman Sachs.

Build bar raiser proof of work

🍜

MasterChow

Bring restaurant-style Asian food into the comfort of your home

MasterChow is a flavor-packed passion project to bring restaurant-style Asian food to homes, with a focus on making home cooking easy, convenient and delicious!

MADE BY

Krishna Binzani

Founder's Office


View project

PROJECT INCLUDES

  • Articulating the core value prop
  • Defining the job to be done
  • Brand wedge for MasterChow
  • Look, Feel & Speak for MasterChow
  • How it looks on and off the product
  • Example mockups
View project

The Ken

Providing deeply reported business news to it's subscribers

The Ken and it's offerings are aimed at providing deeply reported (and independent) business news to it's subscribers

MADE BY

Pranav Pate

Growth


View project

PROJECT INCLUDES

  • Articulating the core value prop
  • Defining the job to be done
  • Brand wedge for The Ken
  • Look, Feel & Speak for The Ken
  • How it looks on and off the product
  • Example mockups
View project

Superbolter

Providing DIY interior design solutions

Superbolter cuts down the process of hiring a carpenter & interior designer to design a home suitable to the customer’s needs

MADE BY

Arvind Singh

Founder


View project

PROJECT INCLUDES

  • Articulating the core value prop
  • Defining the job to be done
  • Brand wedge for Superbolter
  • Look, Feel & Speak for Superbolter
  • How it looks on and off the product
  • Example mockups
View project

CURATED COMMUNITY

Actionable the next Monday morning

Consume over 100 projects on brand built by GrowthX members

Frequently Asked Questions

In this CRAFT, you'll learn how to build a brand from ground up, and set the basics of the brand right. By the end of this CRAFT, you will have a source of truth document for everything brand. You'll leave with 5 core learning outcomes: • Craft your core value prop by understanding the users, product and market • Define the JTBD of your brand • Define your brand wedge - source of truth for everything brand • Build your brand footprint - figure out how your brand looks, speaks & behaves • Learn actionable strategies to apply brand footprint on & off your product
The CRAFT of Brand Led Growth is for anyone trying to gain a deep understanding of how brands are built and the building blocks of brand. It's a non-negotiable for brand marketers, the core-team and founders.
The CRAFT of Brand Led Growth is not meant for folks who do not have any levers on brand. Additionally, this CRAFT won’t help companies that are in late growth or mature scaling phase.
The program direction for Brand Led Growth is Swati Mohan, Ex - CMO of Netflix, India. Over the past 2 decades, Swati has led large business verticals in leadership roles across Netflix, NatGeo and more across India and APAC. She currently consults brands like Sugar cosmetics, CRED, LeapClub, Whisper.
Yes, doing the project is mandatory. True learning doesn’t happen till you apply it. The only way CRAFTs work is when you apply it, i.e do the project. This project will help you craft the building blocks of your brand. You will do 4 clear things: • Understand your ICP, product and market • Define the JTBD and core value prop • Craft your brand wedge - the source of truth for everything brand • Deconstruct your brand across all touch points

What our members are saying about CRAFTs

Member Since 2023

I've always had structure to onboarding talent, but it was insightful to see this framework. There are no founders'' manuals but this CRAFT ties it all for me.

Rahul Mathur

Pre-seed VC

Member Since 2022

The CRAFT has a structured approach to driving partnerships as a channel. It is extremely nuanced, structured and actionable.

Yoheswaran Gnanavel

Led Partnerships for India

Member Since 2020

The brand led growth framework is 🔥 when articulated through case studies - it's become a core skill now.

Shekhar Kapoor

Founder

Member Since 2020

My proof of work built during Event led Growth helped me crack a leadership role at inFeedo.

Pawan Rochwani

Entrepreneur in Residence

Patience—you’re about to be impressed.