keycon personal branding workbook pages 1 - 3 · personal branding workbook created by: emily...

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© Emily Baumann. Do not reproduce for unapproved use.This document is intended as creative inspiration and is not legal advice.

Personal Branding Workbook

Created By: Emily Baumann, Marketing DirectorPresented at: KeyCon 2017 - Anaheim, CA

For use by: Key to the World Travel’s independent contractors & employees

Explore your business VISION. Think about your business as a travel planner and answer the questions below. Your business vision encompasses the answers to the following questions. This will act as a place for you to get clear with your goals and definition of success.

Accountability: Mark your calendar to revisit your answers every 6 months as a reminder to stay accountable to your vision and to evolve your goals as your business needs change.

What would you like to achieve in business within ONE year? FIVE years?

What is your long-term DREAM as a travel planner?

Vision

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What do you do as a travel planner? __________________________________________________

Who does your business serve? ______________________________________________________

What are you known for as a travel planner? ___________________________________________

________________________________________________________________________________

What qualities and skills make you stand out from the pack? _______________________________

________________________________________________________________________________

How does your business help your clients? _____________________________________________

What motivates you to do what you do?________________________________________________

Why are you passionate about your business? ___________________________________________

Create your personal brand MISSION by combining the following answers into one or two short sentences using the following formula.

Who you are (incl. skills, passions) + What you do + Who your clients are + How your business helps your clients + Why you do what you do

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Explore your business MISSION. Your mission acts as the foundation for how you conduct your business and your brand and typically stays the same for many years. Take your time in creating a mission statement that is true to your vision and goals and will define your business NOW and in the FUTURE.

Accountability: Write your mission statement out and place it somewhere that you will read everyday to help ground you and remind you of the importance of your hard work!

Mission

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Explore your business VALUES. Your values act as your guide posts when you are working within your business. They help you stay on track and stay true to the vision, mission, and brand that you have worked so hard to create. When you stay true to your values you will attract customers with similar values. Use values you identified while answering questions on the Vision and Mission worksheets to fill in the blanks below.

Accountability: It is important to define at least 2 values that are at the core of everything that you do, but you can create several if you like! Stay accountable to your vision and to evolve your goals as your business changes and evolves.

Value #1

_______________________Why is this value important to you?

How do you incorporate this value into your work?

Value #2

_______________________Why is this value important to you?

How do you incorporate this value into your work?

ValuesPersonal Branding

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Follow REGULATORY guidelines. There are many regulations that affect travel planners, this workbook only touches upon a few of the regulations the affect your business marketing and is meant to make you aware of this topic. It is important at all times to follow trademark, copyright, brand guidelines, processes, and any other rules and regulations set forth by their creators. It is best to err on the side of caution and to NOT use something if you do NOT have express permission. Using the property of someone else without permission is unethical and can also be illegal.As an independent consultant you are responsible to ensure that your business is following the laws that affect it, familiarize yourself with the bullet points below.Below is a non-exhaustive list of examples of regulatory requirements that one must heed when marketing their travel planning business. This is not intended as legal advice, consult with a lawyer regarding any legal questions.Accountability: EVERY SINGLE TIME an asset is used (including but not limited to photos, creative, copy/text, graphics, music, videos) ask yourself “do I have permission to use this?”

TRAVEL AGENCY

(Key to the World Travel®)

• Brand Guidelines• Handbook• Copyright & Trademark• Processes (e.g. approvals)

TRAVEL SUPPLIER

(Any supplier we work with)

• Brand Guidelines• Nomenclature• Copyright & Trademark• Processes (e.g. approvals)

GENERAL

(The rest of the universe)

• Copyright & Trademark• Licensing• Securing permission

YOUR BUSINESS

(Your personal brand and creative)

• Mission & Vision• Values• Audience• Brand Guidelines• Processes

Regulatory

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Explore your LITERAL brand elements. Literal brand elements are comprised of words and phrases that you identify as being important to the message you are presenting. Review your mission, vision, and values to help you compile a list of words and phrases that you want to ensure you incorporate when portraying your business authentically.Accountability: When creating any marketing piece USE this list of words and phrases to help you create a consistent message across all communication channels and at all times.


Literal

WORDS

Use the space below to brainstorm words (10 - 20) you might want to use in your messaging.

Circle the TOP 5 words that best reflect the story and message of your brand. Focus on using

PHRASES

Create 1 - 2 phrases to be consistent in your messaging

Evolve the phrases as your marketing message changes (e.g. seasonally) but always stay true to the core concept of these phrases.

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Create a list of photos you want to take that match your brand identify.

COLORS

Identify 2 main colors you feel resonate with how you want your messaging to FEEL. Then identify 2 neutral colors that complement the main colors. Use these colors in graphics & photos!

Explore your VISUAL brand elements. Visual brand elements are everything you can see including photos and creative. Creating a consistent visual feel improves customer recognition of your business but helps you save time and energy when making new marketing collateral.Accountability: When creating any marketing piece USE the fonts, colors, design ideas, and photography you plan here to create a consistent and recognizable brand.

VisualPersonal Branding

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FONTS

Using a word processor, explore the font options and identify fonts that illustrate how you want your messaging to FEEL.

PHOTOGRAPHY

OTHER

Note other elements you might want to incorporate into your marketing. Including things like icons, patterns, themes and designs.

Create a list of your preferred filters/edits on social media channels that match your

brand identity.

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TARGET AUDIENCE

What is your client’s familial status? ________________________________________________________

What is your client’s average income level? ___________________________________________________

Why are they attracted to your service? ______________________________________________________

_______________________________________________________________________________________

What marketing channels do they frequent? ___________________________________________________

What are their travel desires?_______________________________________________________________

How do you serve their travel desires? _______________________________________________________

How else does your business appeal to them? __________________________________________________

_______________________________________________________________________________________OPPORTUNITY AUDIENCE

What customers do you have trouble selling to? ________________________________________________

What about these client makes it difficult for you to connect?______________________________________

_______________________________________________________________________________________

What are some things you have in common with them? __________________________________________

DREAM AUDIENCE

Think of a past client (or an imaginary client) that you “click” with. You understood and were able to anticipate this client’s needs and this client treated you the way you wanted to be treated. Imagine how your business would be if all your clients were this DREAM client. On the back of this page identify the traits of the dream client, make it your goal to create marketing messaging and stories that attract this type of client.


Identify your AUDIENCE. Use the questions below to help you identify your target customers and your opportunities for growing your customer base.Accountability: Consider your the customer you are trying to reach EVERY TIME you communicate. Create messaging that highlights how you serve their needs and how you relate to them and understand their travel desires.

Audience

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MARKETING REVIEW TEMPLATE

When working with a marketing piece or creative and/or trying something new. Measure its success through a thorough review. It’s easy to throw messages out there and never reflect on effectiveness, by reviewing what you tried you will continue you improve on your communications. Use this template as a starting point for reviewing your marketing campaigns and messages.

I started < this marketing campaign/message> on <date> and ended on <date>. The

campaign ran on <these specific communication channels>. I found (by reviewing customer

interactions) that it effectively communicated to _______ customers and was ineffective with

_______ customers. Strengths I identified were ___________, opportunities for improvement

were _________. I <will/will not> use this communication style in future marketing.

PERSONALITY

Carefully select the words, text, and non-verbal communication that personify the feelings and intentions of your brand. This includes “non-marketing” interactions like social media interactions. YOU are your brand and it is important to always keep this in mind.

Improve your business through REFLECTION. Reflect on your strategy, tactics, successes and failures to help you grow your business and create long-term success. Reflection should be a constant practice, in the moment and after the fact, to ensure your marketing and messaging is benefiting and not hurting your business.Accountability: Commit to a monthly reflection time in which you consider all the actions you took as a business to identify successes and opportunities.

ReflectionPersonal Branding

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COMMUNICATION CHANNELS

Clients find you thorough active (where you actively market and communicate) and passive (where you simply place your information) communication channels.

Active Communication Channels: Always consider your brand, audience, & personality when communicating on these channels. This is where most clients will find you so be active and present and putting your best foot forward. Commit to at least 1 - 3 posts on the social media channels you actually use and close the channels you never intend on using.Passive Communication Channels: You likely put your information in this place and then never checked it again. Make a note of these channels (e.g. website profiles, business listings, and commit to reviewing these every 6 months to ensure the information is still correct and that it matches your brand guidelines.

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Manifest success through GOALS. You have the potential to do great things and are already doing great things to reach these goals! Believe in yourself and your abilities and make a commitment to yourself and your business.Accountability: Commit right now to the brand you have started to create in this workbook and commit to putting your best communication foot forward. Write out your goals and keep them somewhere visible as a reminder of their importance to your long-term success. Revisit your goals every six months and evolve them as your business changes.

GoalsPersonal Branding

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COMMIT TO YOUR BRAND

I, __________________________ , promise myself that I will commit to showcasing my services using a brand that is authentic and true to my business goals. By using my branding guidelines I will stay true to my core values, mission, and vision and will create a cohesive communication plan that reflects my story, skills, and passions.

MAKE SHORT TERM VISION GOALS

Revisit page 1 of this workbook and review your 1 year and 5 year success vision. Create 4 short term goals for the next 6 months that help you progress toward this vision.

To get you started I did the first one for you!

1. Create Personal Branding Guidelines using this workbook!

2. ____________________________________________________________________

3. ____________________________________________________________________

4. ____________________________________________________________________

keycon personal branding workbook pages 1 - 3 · personal branding workbook created by: emily...

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