the bold brand blueprint - brittany pickrem · the bold brand blueprint workbook 3 step #1: your...
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How To Build a Visual Brand that Sells
www.BrittanyPickrem.com
BOLD BRAND BLUEPRINT
Workbook
The
It is my pleasure to welcome you to the Bold Brand Blueprint Workbook. I invite you to grab a coffee or tea and to get comfortable.
This blueprint perfect for you if:
• you are just getting started • you need to refresh an outdated brand, or • you are looking to kick your brand up a notch
For the Bold Brand Blueprint, I’ve opened up my brand toolbox to share my very best tricks and techniques of the trade to help you build an outstanding visual brand for your business.
When your business is equipped with a professional visual brand it will help you attract your ideal clients and generate more leads and sales.
In this Workbook, I walk you through a simple (and fun) six step process that will help you build
your very own, unique visual brand from the
foundation to the final look and feel.
To get the best results from your Bold Brand
Blueprint, make sure to follow each step in the
order that is outlined.
Take your time and don’t rush the process.
The more thoughtful you are with your answers
the better your results will be. Most importantly,
have fun!
I suggest that you print out a copy of this
workbook but you can also fill it out digitally.
If you have any questions or need help
building or designing your Bold Brand Blueprint,
get in touch with me anytime at
Let’s get started on building your best brand!
BOLD BRAND BLUEPRINT
Workbook
The
The BOLD BRAND BLUEPRINT Workbook 3
STEP #1: YOUR BRAND PERSONALITY
STEP #2: YOUR ‘WHY’ & CORE VALUES
The more you think of your brand as a living, breathing human the better. A brand is little more than what your
audience (potential customers) perceive it as. Your brand is also typically the first interaction a customer has with
your business.
ACTION: List the top five personality traits of your brand below:
1. _____________________________________________________________________________________________________________________
2. ____________________________________________________________________________________________________________________
3. ____________________________________________________________________________________________________________________
4. ____________________________________________________________________________________________________________________
5. ____________________________________________________________________________________________________________________
Knowing your brand’s ‘Why’ and core values are the most important part of creating your brand. Your ‘Why’
determines your brand’s position, authenticity and authority which will set you apart from your competition.
Ultimately, it may be the reason why a customer would choose to work with you as opposed to someone else.
ACTION: Think about WHY you started your business to begin with. What does your brand stand for and
stand against? Write a brief mission statement for your business below.
The BOLD BRAND BLUEPRINT Workbook 4
STEP #3: YOUR BRAND VOICE
How can your brand be heard if doesn’t have a voice? Your brand voice is the written or spoken expression of
your brand’s personality and values. Your brand voice sets the tone and mood of your message and overall
communication. How you sound will ultimately be a deal-breaker for converting leads into sales.
ACTION: Cr eate a list of ‘On-brand’ words and phrases that you will consistently use in written and spoken
communication and a list of ‘Off-brand’ words that you will AVOID using.
ON-BRAND WORDS/PHRASES: OFF-BRAND WORDS/PHRASES:
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ ______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ _______________________________________________________
_______________________________________________________ ______________________________________________________
_______________________________________________________ ______________________________________________________
The BOLD BRAND BLUEPRINT Workbook 5
STEP #4: YOUR COMPETITION
To be competitive you must know your competition. Researching your competition gives you the best shot at
standing out with a unique brand and product/service offers in your market.
ACTION: Research at least five (5) businesses that you consider to be your direct competition or who you
aspire to be in competition with. Fill out the information below about each business you research.
1. BUSINESS NAME: ______________________________________________________________________________________________
2. WEBSITE: ______________________________________________________________________________________________________
3. CORE OFFERS:
4. WHAT DO YOU LIKE ABOUT THIS BUSINESS?
5. WHAT DO YOU DISLIKE ABOUT THIS BUSINESS?
6. SOCIAL MEDIA LINKS:
The BOLD BRAND BLUEPRINT Workbook 6
STEP #5: YOUR IDEAL CUSTOMERS
Your brand needs to be able to reach and resonate with your ideal customers so that you can effectively sell your
products or services to them. To do this, you need to understand who your ideal customers really are.
ACTION: Fill out three (3) different customer profiles below. Reflect on who would need or want what you are
selling and who you want to work with. The more you think of these ideal customers as actual living,
breathing humans who would actually hire you, the better!
CLIENT NAME: ________________________________________________________________________________________________________
AGE: ______________________ GENDER: ______________________ YEARLY SALARY: ______________________
LEVEL OF EDUCATION: ____________________________________________________________________________________________
EXPLAIN WHAT THEY DO FOR WORK AND THEIR GOALS OVER THE NEXT FIVE YEARS:
WHERE DO THEY SPEND THEIR TIME AND MONEY IN THEIR PERSONAL LIFE?
WHAT ARE THEIR BIGGEST CHALLENGES PERSONALLY AND PROFESSIONALLY?
The BOLD BRAND BLUEPRINT Workbook 7
STEP #6: YOUR BRAND MOOD BOARD
The best way to figure out how your visual brand should look is by creating a mood board. A mood board is your
guide and inspiration to how your brand should look and feel across all of your marketing materials like your
website, business cards, and logo.
HOW TO CREATE YOUR MOOD BOARD
Your mood board needs to be aligned with your brand personality, values and voice which you have
determined in the previous steps.
For example, if you determined that two of your brand personalities are ‘Bold’ and ‘Passionate’ you probably
want to avoid using soft colours and whimsical fonts and photography.
A great mood board should include samples of photography, colours and fonts that you feel will best represent
your brand to your ideal customers. You can see a sample of a Mood board on page 8.
DIGITAL MOOD BOARD
1. Create your digital mood board using a Free Canva template
2. Customize the graphics in your mood board with these free resources:
- Images from Pexels or Pixabay
- Colour palettes from Pictaculous or Adobe Colour CC
- Font combinations from Font Genius or Font Pair
OLD-FASHIONED MOOD BOARD
You can also create your mood board by clipping and pasting images from magazines that you have on hand.
1. Print off the Mood board template on page 9
2. Use the template as a guide for the mood board you create
The BOLD BRAND BLUEPRINT Workbook 8
STEP #6: MOOD BOARD SAMPLE - ‘CARIBBEAN HOTEL’ HOTEL
The BOLD BRAND BLUEPRINT Workbook 9
STEP #6: MOOD BOARD TEMPLATE
Primary mood board photo
Sample of brand typography Secondary photo
colour #1 colour #2 colour #3 colour #4 colour #5
CONGRATULATIONS!
You have completed your Bold Brand Blueprint and have taken BIG steps to build your very own one-of-a-kind visual brand!
If you need any help creating your Brand, I am here to help you!
Contact me anytime at:
www.brittanypickrem.com
BOLD BRAND BLUEPRINT
Workbook
The