Week 5.1: Define Your Offer

It’s time to lay it all out there - the details of your product or service! ALL OF THEM.

If you haven’t made final decisions about your offer yet, this worksheet will force you to do so. (That’s a good thing. It’s time to make some decisions).

What is your offer?

What is the name of your offer?

What is the #1 specific result or benefit that someone will get from using this offer?

Remember, don’t worry about answering perfectly and don’t let yourself off the hook with “I don’t know.” We’re going for progress, not perfection. You can do this!

☞ Prompt

This workbook (#9) and the three to follow (#10, #11, #12) will need to be completed and sent to me via email at least 48 hours before our FOURTH scheduled one-to-one brand coaching session.

Week 5.2: Define Your Brand Story

Create an arsenal of Stories!

As you know, we human beings learn and remember from stories more than anything else. And from a strategic perspective, your brand stories embed you in the minds and the hearts of your prospects.

So another way to leverage your uniqueness is to tell more relevant stories. Stories that people can easily identify with, and stories that people can share and pass along for you.

This establishes your brand, this helps you connect more emotionally with others, and it helps people spread the word about you and your business.

You’ve got to remember that we human beings are emotional creatures. Stories share your humanity and they help people get to know, like, and trust you. And this is really important - I want you to remember this:

When it comes to selling, facts tell, stories sell.

We are less moved by statistics and kind of cold facts and we’re more inspired to act when we actually feel something. And stories, if they’re told right, make people feel things.

Stories are also really powerful to use when you talk about your business - on your website, when you meet customers, and if you ever want to get press for your business.

One of the best things about stories is they’re totally unique to you. So nobody has your story and nobody can copy your story. So this is a very intelligent and strategic way to leverage your uniqueness in the marketplace.

☞ Prompt

This workbook (#10), the previous workbook (#9) and the two to follow (#11, #12) will need to be completed and sent to me via email at least 48 hours before our FOURTH scheduled one-to-one brand coaching session.

Week 6.1: Get Noticed By The Right People

When you’ve got super clear about who your ideal client is, who you want to attract and serve, and you’ve been brave enough to niche down properly you need to start showing up in a way that your ideal client understands.

When they encounter you and your work online they need to know exactly what you do, why you’re the best person to help them and how you provide a solution to their problem, and they need to know quickly because of the fast paste scrolling environment that we find ourselves in online.

I want you to imagine that you’ve just walked into an auditorium of people, thousands of people. We know that a percentage of these people are your ideal client and everybody is there to spend money. So, you’ve just got to get noticed by the right people and get them to spend their money with you!

This auditorium is a metaphor for you entering the online space with your message. Now the catch is that when you’re walking around this huge room with all of these people, to identify your ideal client you are not allowed to speak.

All you have is a couple of seconds for them to look at you and understand who you are, what you do and how you can help them with a really powerful message.

So you’re walking around this room with a big flagpole and on the end of that flagpole is a flag that says 3 things!

- Your Tittle

- Your Signature Offer

- Your Mission

This is called the TOM method. Tittle, Offer, Mission.

When this is done right it really packs a punch in getting you noticed by the right people and you can use it over and over again. You’ll use it on Facebook in your bio, you’ll use it in the about me sections of other platforms, you’ll use it in website copy and add copy.

It’s also the way you’ll be introduced by other people when you appear as a guest expert doing an interview maybe. Speaking at a live event, doing a live video appearance or anything else where you’re going to be introducing yourself or somebody else is going to be introducing you.

So what do you need to do now? You need to take action. Download the workbook below, sit down quietly and think about your tittle, offer and mission.

☞ Prompt

This workbook (#11), the previous workbook (#9, #10) and the one to follow (#12) will need to be completed and sent to me via email at least 48 hours before our FOURTH scheduled one-to-one brand coaching session.

Week 6.2: Your Brand Statement

Your Brand Statement (USP)

Next up, you are going to write your unique value proposition telling your ideal client who you are and what you do in six seconds or less.

A value proposition, or pick-up line as i like to call it, is a statement that summarises why your ideal client, Avatar, should buy your product or service. It must convince your Avatar that your product or service will add more value or better solve her/his problem. You are going to use this statement to target your ideal client who will benefit most from working with you.

Your statement is going to be used consistently across all your channels. Your website, blog, social media profiles and marketing collateral. Consistency is a crucial part of your branding and anything less will only confuse your ideal clients, and needless to say, confusion very rarely leads to a purchase.

Now it’s time for you to write your statement!

Your statement needs to be short, simple and easy to understand. Think exactly who you’re talking to and use words your Avatar would use to describe what she’s looking for.

Focus on the value you’re adding and the problem you’re solving. I want you to go back to your “Define Your Brand Purpose Your Why, Workbook” and read your “Why”.

☞ Prompt

This workbook (#12), the previous workbook (#9, #10 & #11) will need to be completed and sent to me via email at least 48 hours before our FOURTH scheduled one-to-one brand coaching session.

Week 7.1: Laying Out Your Brand Foundations

Laying Out Your Brand Foundations

You’ve worked on your T O M, your U S P (Unique Selling Proposition and next up you are going to dive a little deeper.

You are now going to work on the value proposition, or pick-up line as i like to call it for your signature program or product. This statement should summarise what your ideal client, Avatar, will benefit most from buying your service and working with you.

Your statement is going to be used consistently across all your channels. Your website, blog, social media profiles and marketing collateral.

Consistency is a crucial part of your branding and anything less will only confuse your ideal clients, and needless to say, confusion very rarely leads to a purchase.

In the workbook below I’m sharing my own brand foundation as an example so you can see how it all blends, flows and fits together!

☞ Prompt

This workbook (#13) and the one to follow (#14) will need to be completed and sent to me via email at least 48 hours before our FIFTH scheduled one-to-one brand coaching session.

Week 7.2: Your Brand Foundation

Why A Brand Foundation Guide?

Connecting with our audience and clients on a personal level is essential in our crowded market. Having a clearly defined, meaningful brand foundation is the most important element of building that connection with them!

The purpose of a brand foundation guide is for you to use it as a reference to guide any and all written and verbal communication efforts.

This guide can also be distributed to any employee or contractor that represents or works for your brand and business.

Please use all of the branding workbooks you have completed already, if needed, to help you fill out the following pages!

☞ Prompt

This workbook (#14), and the previous workbook (#13) will need to be completed and sent to me via email at least 48 hours before our FIFTH scheduled one-to-one brand coaching session.

Week 8.1: Introduction To Canva.com

What is Canva?

Canva is a free online design tool that makes it easy for anybody to create professional graphics for their brand and business. And when I say anybody, I mean anybody! Oh, and there’s also a handy mobile app as well!

The great thing about this tool is that you don't have to be a graphic designer or really even have an eye for design or design elements to use it.

Entrepreneurs and small business owners around the world use Canva to create their social media graphics for Facebook, Instagram and LinkedIn Posts, Pinterest Pins, downloadable pdfs, book covers, logos and the list goes on…

The best elements of Canva?

You can upload your own images to add to your designs and they stay on Canva in your upload library.

Canva allows you to search for stock images to use on your designs, some free and some costing a small fee.

A huge variety of templates for you to choose from if you’re feeling stuck and need some inspiration. You only need to change the colours and fonts to fit your brand style, then it’s yours to download and use.

Are you ready to get started?!

Action Step 1: Head on over to Canva.com and set up your free account!

Action Step 2: Click Here to head on over to YouTube and watch a beginners tutorial for Canva.com. This YouTube channel is all about teaching you how to use Canva and they even offer Ten Canva Courses for FREE.

Week 8.2: Choose Your Brand Colors

When it comes to your brand colors, there are a few things you need to consider:

1. How do you want people to feel when they interact with your brand?

2. Will your ideal client be attracted to these colors?

3. Is there a color palette that is overused in your industry?

The digital guide below will walk you through how to get started with choosing your brand color pallet.

☞ Prompt

This guide #1 of the Creative Direction is for your personal use.