t o o l k i t planner brand...your brand - whether that means hiring out your branding & design...

brandplannertoolkit

You are free to use this workbook for your own business but may not

sell it, distribute it or repurpose the content in any way. All rights

reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,

magnetic tape, mechanical, photocopying, recording or otherwise,

without prior permission in writing from the publisher.

This guide contains affiliate links to resources that we know and love.

We may receive a commission for purchases made through these links.

Otherwise, rock on!

copyright notice

Whether you've been in business for years or are just gettingstarted on your entrepreneurial journey, brand planning willhelp guide you towards building a brand that can impact thelives of millions!

Warm regards,

Nicole HarlowCreative Director & CEO, Brand Better

Building a remarkable, profitable and impactful brand is no easyfeat.

That's why I'm here with the Brand Planner Toolkit, so that youcan gain some clarity and a solid plan to move forward withyour brand - whether that means hiring out your branding &design to an agency (like Brand Better) or going the DIY-route.

All good projects start with a good plan and your brand shouldbe no exception.

Hello there!

© 2020 Brand Better, POP Fizz INC. All Rights Reserved. For non-commercial use only, please do not distribute • Brandbetterco.combrand

plannertoolkit

http://brandbetterco.com/


plannertoolkit

I've been an entrepreneur for over 12 years, but itwasn't until 2015 that Brand Better was born. Assoon as I thought of the name (and scooped up the@brandbetter Insta handle - score!), I instantly fell inlove. It's simple, yet challenging ... brand better.

Every day I try to live up to my brand's moniker andconsider ways that I can "brand better." Whetherthat's re-evaluating my own branding, consideringhow we as a company can do better in the world orsimply devoting myself to upleveling our impact andinfluence among entrepreneurs, there is no shortageof challenging and fun ways to brand better.

In this guide I'm going to take you on a brandingjourney to help you assess your brand as it currentlyis and envision a powerful and remarkable brand forthe future.

To start we'll dive into the basics of branding!

"Branding is whatpeople say aboutyou when you'renot in the room"

JEFF BEZOS

"BRAND BETTER."IT'S NOT A COMMAND, IT'S ACREATIVE CHALLENGE.



plannertoolkit

manifesto

b boldWe vow to make bold choices in our branding, theprojects and clients we work with and the way we shareour brands with the world.

representativeWe vow to create brands that are representative of humandiversity, dignity and integrity.

authenticWe vow to create brands that are authentic, unique and creative.

rand

noticeableWe vow to build brands and websites that get clients noticed.

distinctiveWe vow to create brands that are delightfully distinctive.


The most common misconception thatclients and students have about branding isthat it's all about the logo. When the realityis that your brand is SO much more thanjust a logo. The branding wheel illustratesthe moving parts that make up your uniquebrand.

Spending time considering, working on andupleveling each of these 6 branding facetswill take your brand from blah to brilliant!

A better brand = better marketing

Consistent branding = consistent customers

branding equations

notes© 2020 Brand Better, POP Fizz INC. All Rights Reserved. For non-commercial use only, please do not distribute • Brandbetterco.com

brandplannertoolkit

the branding wheelbrand story,mission& values

visual:logo, font

& colors

brand voice& tone

brandpositioning& personality

website &digital

platforms

social media& content



brandplannertoolkit

Who you are as a brand?

Who you’re trying to reach?

What are your brand goals?

Your branding sweet spot is where yourexpertise in business meets the needs andinterests of your target market. The moredetailed you can get in knowing andunderstanding who your target market is, thebetter your branding sweet spot will be.

According to Forbes, "your sweet spot is thethematic overlap between what your brandhas earned the right to have a perspectiveon and what your audience cares about. It isin the subjects or ideas that you and thepeople you’re trying to reach can bond over."

brandingsweet spot

your targetmarket'sneeds orintereststhe

sweetspot

yourbusinessexpertise

pro questions


the brand funnel


brandplannertoolkit

Most potential customers will take a journeythrough the four stages of awareness andengagement with your brand. I call this "TheBrand Funnel" and the illustration below showsthe trajectory a potential buyer will take fromattention to action.

attention

interest

desire

actionSocial media

Website

Blogs / Content

Mailing list

Events

Webinars

where do clients enteryour brand funnel?



plannertoolkit

Now that you've learned somebranding basics, it's time to moveon to some practical brandplanning exercises that will helpyou assess where your brand is at,what your brand needs and whatyour next steps are.

brandplanning

My goal is tohelp you bring

your dreambrand to life.



plannertoolkit

5 t o 2 0 Either you're just getting started with a new brand or your current brand needssome major TLC.

2 1 t o 3 5 It's time for a re-brand, baby! If you scored in this range it means that there aresome brand assets (logo, website) that need a redesign.

36 to 50 If you scored in this range, there are brand assets that you've worked hard toperfect but maybe 1-2 assets (website, logo, social media) need a lil' love.

TOTAL:

01. On a scale of 1 to 10... How would I rate my current brand overall?

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10

02. On a scale of 1 to 10... How would I rate my current logo?

03. On a scale of 1 to 10... How would I rate my current brand color palette?

04. On a scale of 1 to 10... How would I rate my current website?

05. On a scale of 1 to 10... How would I rate my current social media presence?

brandscan 1.0

use thisexercise to

rate yourcurrent

brandassets.

what yourscore

means


Logo & Color Palette: Website:

Brand Guidelines: Client Avatar:

Social Media: Brand Voice:

Brand Personality: Unique Value Proposition:


plannertoolkit

brandscan 2.0

use the boxesbelow to list

out everythingyou need in

each category



plannertoolkit

What are the words that define yourbrand? A strong brand has a clearvocabulary that can be used to defineits personality, feeling and visualbranding. Use the space below tomake a list of words that representyour up-leveled brand.

brandvocabulary

define your brand


where yourbrand is now

where you wantyour brand to be

03. How would you like people to see your business? What types of clients would you love toimpress with your new brand? Are there any perceptions about your business that need tochange?

02. How do you see your business changing over the years? How should the new brandreflect this?

01. What are you known for? What makes your business unique? Why doclients come to you?

A brand brief is typically sharedwith a branding agency ordesigner & represents your firststep on the branding journey.


plannertoolkit

brandbrief


goal 1goal 2goal 3


plannertoolkit

Motivation:

Motivation:

Motivation:

Timeline:

Timeline:

Timeline:

Action Steps:

Action Steps:

Action Steps:

brandactionplan

New logo and visual branding

Updated website or sales funnel

Updated social media presence


Weigh your options. Check in with your intuition and gut before making a decision. Be sure to feel outthe "vibe" and working style of the team.


plannertoolkit

Prepare your budget. Design agencies range in price, but you'll need to be prepared to spend $4-10K for anew brand and website. Ask about payment plans.

Research design agencies.

Ask for recommendations in entrepreneurial groups, look for a signature at thebottom of websites that you love. Look on Pinterest, Insta and in Facebook groups.

Prepare a wishlist. Design agencies tend to vary in the services offered, some just create logos, whileothers are one-stop-shops. Make a list of what you'll need from an agency beforegetting on the phone.

Know exactly what you're getting. Before agreeing to work with a design agency, make sure you have a clear contractand know exactly what your getting with your package.

5 steps to hire theperfect design agency



plannertoolkit

DONALDMILLER

Building aStory Brand

GREGORYV. DIEHL

Brand IdentityBreakthrough

PATRICKHANLON

PrimalBranding

SALLYHOGSHEAD

Fascinate

DEBBIEMILLMAN

BrandThinking

SETHGODIN

This isMarketing

favorite branding books


https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329/ref=pd_bxgy_img_3/147-3082669-5005961?_encoding=UTF8&pd_rd_i=0718033329&pd_rd_r=3cebbe95-fb3c-426c-b45c-72d9f214dc5a&pd_rd_w=yNjd6&pd_rd_wg=GZxN0&pf_rd_p=ce6c479b-ef53-49a6-845b-bbbf35c28dd3&pf_rd_r=YVJV8Z2BWN19N88D5W3H&psc=1&refRID=YVJV8Z2BWN19N88D5W3H

https://www.amazon.com/Brand-Identity-Breakthrough-Companys-Irresistible/dp/069265187X/ref=msx_wsirn_v1_4/147-3082669-5005961?_encoding=UTF8&pd_rd_i=069265187X&pd_rd_r=71ca382a-4b20-4249-ba27-86a07d6d7fa9&pd_rd_w=61Yw5&pd_rd_wg=UJGtL&pf_rd_p=3187ad9b-122f-43f5-9fd5-75b35f775d85&pf_rd_r=PG8F5JKJNX971YF0DYQ5&psc=1&refRID=PG8F5JKJNX971YF0DYQ5

https://www.amazon.com/Primalbranding-Create-Zealots-Company-Future-ebook/dp/B000FCKRWY/ref=sr_1_1?dchild=1&keywords=primal+branding&qid=1600723140&s=books&sr=1-1

https://www.amazon.com/Fascinate-Revised-Updated-Impossible-Resist/dp/0062206486/ref=msx_wsirn_v1_5/147-3082669-5005961?_encoding=UTF8&pd_rd_i=0062206486&pd_rd_r=cc8d3a60-df72-4b76-8d51-5a0b1a2efd70&pd_rd_w=iNjYv&pd_rd_wg=uz2vX&pf_rd_p=3187ad9b-122f-43f5-9fd5-75b35f775d85&pf_rd_r=76K826WWCR50DXMSKZAE&psc=1&refRID=76K826WWCR50DXMSKZAE

https://www.amazon.com/Brand-Thinking-Other-Noble-Pursuits/dp/162153247X/ref=sr_1_1_sspa?dchild=1&keywords=brand+thinking&qid=1600723033&sr=8-1-spons&psc=1&spLa=ZW5jcnlwdGVkUXVhbGlmaWVyPUExSVlMVU1CUTBSQVcwJmVuY3J5cHRlZElkPUEwMDUyODI4M0xDSlMwUE1MMTlSMyZlbmNyeXB0ZWRBZElkPUEwNDI4NzMxMkpUQUg2RVI5MUVDOSZ3aWRnZXROYW1lPXNwX2F0ZiZhY3Rpb249Y2xpY2tSZWRpcmVjdCZkb05vdExvZ0NsaWNrPXRydWU=

https://www.amazon.com/This-Marketing-Cant-Until-Learn-ebook/dp/B07DBR1V9S/ref=sr_1_1?dchild=1&keywords=this+is+marketing&qid=1600723113&s=books&sr=1-1


plannertoolkit

business & brand building tools

Karta is an all-in-oneplatform that we useto run our business.We use it for salespages, mailing list

automation, shoppingcart and membership

site.

Kartra:All-in-OnePlatform

Keap is the customerrelationship manager

(CRM) platform ofchoice of many

marketing experts. Welove its impressive list

of features.

Keap:CRM, Sales &

MarketingPaperbell is a platform

for coaches and serviceproviders to send out

invoices, scheduleappointments with

clients and much more.We love it's clean

interface!

Paperbell:Invoicing &Scheduling

LEARN MORE LEARN MORE LEARN MORE


https://girlmeetsbody.krtra.com/t/Cm0PSlbpFNoQ

http://keapnow.com/brandbetter

https://paperbell.com/?via=nicole30

"Your brandis the singlemost importantinvestmentyou can makein yourbusiness."STEVE FORBES, EDITOR-IN-CHIEFOF BUSINESS MAGAZINE FORBES

let's create some magic!Don't just dream about building a beautiful, powerful brand ... let Brand Better makeit a reality. At our design studio we create brands, websites, sales funnels, onlinecourses, e-commerce stores and social media assets for our amazing clients!

BOOK A CALL

https://brandbetterco.typeform.com/to/ii67czz8

https://brandbetterco.typeform.com/to/ii67czz8

t o o l k i t planner brand...your brand - whether that means hiring out your branding & design...

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