My Awesome Workbook. My Name. My Unicorn Name. My Intention for Today. #passionsquared

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1 My Awesome Workbook My Name My Unicorn Name My Intention for Today #passionsquared

2 Creating Awesome Recipe Confidence Learning to love yourself and believe in you. You can have all the education and motivation in the world, BUT, if you do not feel deserving of success and happiness, another class or workshop will not help you. #realtalk Courage Turning your fears into creative fuel. Learning to say YES, and more importantly, NO! Learning to set healthy boundaries. Fear is real, but not an excuse. Clarity Finding clarity of your purpose, promise and passion. When you have clarity, those around you will too. If you want people to buy into your vision, seek clarity first. Consistency Living your awesome and creating systems, processes and plans for growing yourself + your business. Creating space for the stuff that matters. Commitment Are you prepared to make it happen, even on the days you don t feel like it? Enough said. Connections Engaging and marketing online and off to grow yourself, your team and your business. Creating relationships is the foundation to owning and leading a business. Communication George Bernard Shaw once said The single biggest problem in communication is the illusion that it has taken place. Commit to communicating with your team, clients and community.

3 Brand Basics What is a Brand? A brand is the entire experience, how I feel when engaging with you, and the actions I take because of that feeling and the degree of loyalty I have to you. Click, call, book, tell my friends. Consistent word of mouth + referrals + retention. What is Brand Value? A brand s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives. Seth Godin What is the difference between a business and a brand? A business sells a product or service. A brand creates an experience + identity that inspires people to choose one product and service over another and engage in ongoing actions with the brand and tell their friends about it. Can a person be a brand? Yes. But a person is not necessarily a brand. Example: John Paul DeJoria is the owner of John Paul Mitchell Systems. He created brands; Paul Mitchell and Patron. He has since become a personal brand: philanthropist, investor, entrepreneur, mentor, and billionaire.

4 An Awesome Brand

5 Brands We Love + Why

6 Why do you choose one brand over another? How does that brand make you feel? Why do your clients choose your experience over another? Awesome brands execute the fundamentals consistently with purpose and intention. Awesome brands keep their promises.

7 Crafting Your Brand Story WHY + HOW Purpose Your thing, your solution to your target audiences problem, why you do what you do. Promise Your experience + client expectations Process How you deliver your experience WHO People Target Audience WHAT Product/Service People don t buy what you do, they buy WHY you do it. Simon Sinek

8 Crafting Your Brand Story Passion Squared Example Purpose (WHY) A creative and passionate heart + mind can lose focus easily, which causes anxiety and confusion and leads to struggles turning a passion into a business and a brand. Promise + Process (HOW) Working from the inside out, Passion Squared empowers creative small business owners to find the clarity and courage to create their own kind of awesome while feeling loved, supported and understood in the process. People (WHO) Passionate Small Biz Owners in Beauty + Wellness Product/Service (WHAT) Coaching and mentorship in brand development, online + offline marketing and personal empowerment. You seek clarity, I help you find it.

9 Make The Client The Hero of The Story Awesome brands are client focused. You focused: My haircut is the best. Client focused: This haircut will help you save time + feel awesome. You focused: I am the best educator. Client focused: This class will help you find clarity, reduce stress, help you create more happy clients + achieve your dreams. You focused: My product is the best. Client focused: This product provides a solution to your problem.

10 Awesome Brand Know Their Tribe What do your people (target audience) value? What are their problems and what are your solutions? What action do you want them to take with you?

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12 Brand Identity Brand identity consists of names, logos, colors, fonts, style, esthetic, voice, swag, décor, materials + affiliations. If you think it s expensive to hire a professional, wait until you hire an amateur. Red Adair

13 What s in a name? Brand Identity Does brand name come before or after creating your brand story? Things to consider when creating a brand name: Meaning of the name Relevant to brand story (WHY, HOW, WHO, WHAT) Consistent with brand objectives Ability to read, write, speak + understand it (hashtag) Availability in market space (trademark) Desire to own the name (trademark) Online availability + discoverability (URL, social page names) Passion intense, driving, or overmastering feeling of conviction Squared to multiply a number by itself, raise to the second power

14 Passion Squared Brand Identity

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17 Passion Squared Brand Identity

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19 Passion Squared Brand Identity

20 Brand Identity Creative Brief Brand Name Tagline/Descriptor Brand Overview WHY HOW WHO WHAT Brand Look + Feel Brand Colors/Feels Brand Fonts Favorite Brand Logos and Why Links To Favorite Brand Identities and Why Logo Uses Website Printed Materials Social profile Favicon Other Do you want an icon/mark created as part of your logo? How many colors do you want in your logo?

21 Brand Identity + Content Creation Tools Canva.com PicMonkey.com WordSwag Over imovie PicPlayPost Diptic Afterlight

22 Online Storytelling How will you share your story? Pictures Videos Blogs Vlogs LIVE streams Newsletters Website

23 Online Storytelling Where will you share your story? Facebook Instagram Snapchat YouTube Yelp Newsletters Website Be where your clients are.

24 Offline Storytelling How will you share your story? Décor Music Vibe + Culture (energy) Dialogue Beverages Towels Colors Space layout Products/Tools Services Menus Biz cards Swag Signage

25 The Result of An Awesome Brand Long Term Value Creation Less Price Sensitivity Loyalty Culture Word of Mouth Relationships Referrals Retention Revenue Clarity, intention and purpose of your brand provides a GPS system to help guild you in making awesome decisions which align your purpose + promise with what your people (target audience) value. This is the intersection of awesome.

26 My Awesome Plan One small step. One strategic action. Consistency. Consistency. Consistency.

27 Recommended Reading Life The Four Agreements by Don Miguel Ruiz The Alchemist by Paulo Coelho Courage The Gifts of Imperfection by Brene Brown The Untethered Soul by Michael A Singer Biz + Brand Start With Why by Simon Sinek Onward by Howard Schultz Tribes by Seth Godin

28 Gratitude Gratitude turns what we have into enough. Melody Beattie Thank you. #passionsquared