We’re talking about a real-world example of a brand strategy. A new coaching company, launching to entrepreneurial women with families who crave more work/ personal/ family balance in their lives.

Here’s a link to Part 1: An Example of a Brand Strategy – Part 1

Now on to Part 2: How you’re going to get there:

This section should have at least 2 parts:

Part 1: Near-Term

These are the brand essentials for the launch of this company, and to get to 6 figures in less than 12 months:

  • Define the brand – create clarity around the brand’s statement, message and core theme.
  • Design: Logo, business card, digital letterhead, mailing label, notecard, WordPress website with integrated blog, newsletter template, PowerPoint template for webinars, Facebook fan page graphic, Twitter background, social media icons, flyer for local marketing.
  • Optional design items: If you’re going to really come out with a bang, consider these items: A CD label for the free offer on your website, a sales page for your webinars and group programs, a squeeze page to grow your list, trifold brochure for in-person marketing, branded video screen for intros.
  • Reach clients: Research where your clients hang out, who you need to partner with to funnel clients in, what live events you need to attend. Consider trade shows (which would require graphics of their own – a poster or banner, offer flyer, and giveaway such as a CD or promotional item).
  • Preparation for the future: You want to make sure that you’re ready to use this brand for the life of your business. Tools you’ll need here are: all of the digital files for your pieces (in original, editable format – you won’t be able to edit them but you’ll be able to hand them to another professional if you need someone else to work on your designs or if your designer becomes unreachable), a full kit of digital files for your logo (web, print, original, and Microsoft-compatible files), and Brand Rules documentation (this details your color palette, font set, how to use your logo, and the rules for creating a consistent brand moving forward).

Part 2: For Launch of Workshops

When you’re ready to launch your workshop, here are the materials you’ll need:

  • Logo design for workshop. Your workshop is a separate, branded item under your company’s umbrella. You’ll want to design a “sister brand” that looks different, but related to your company’s brand, to represent the event.
  • Marketing materials: Sales page for workshop, shopping cart header for your company, affiliate marketing graphic, Facebook marketing thumbnail
  • Optional marketing materials: Postcard design if you’re promoting by mail
  • Workshop brand materials: Powerpoint template, binder cover, binder inner page template (with a branded header/footer), blueprint system poster design, packet design for your workshop upsell to custom coaching or mastermind

Long-term:

A rough sketch of where your brand’s going.

  • Brand in general: Sister brands for all programs/ workshops/ etc. Social media graphics/ support to keep up with new technology. Animated intro for videos.
  • For the book: Book cover graphics. Book marketing materials such as a custom web page, affiliate marketing materials, etc.
  • Telesummit graphics. Creating a telesummit can help build your list and get the word out about your expertise. You’ll need a brand, promotional web page, participant web page (where they can download recordings), Facebook graphics and affiliate marketing materials.
  • Retreat graphics. The retreats should be ultra-luxurious. You’ll want to invite people with a very upscale invitation, have a welcome packet ready for participants when they check into the hotel, and have any support learning materials for workshops during the retreat. Consider gift bags or pampering kits.
  • Course materials: PowerPoint templates, workbooks, sales pages, membership site graphics, graphics to turn the events into infoproducts (CD labels, binder covers, etc.)
  • Recommendations: Assess your brand, vision, upcoming program launches, and goals constantly through the life of your business. Make sure your brand’s always in alignment with the latest plan of where you’re going. Phase out old materials as needed.
  • Clients: Survey and get feedback from your clients regularly to make sure your brand is relevant for them. Always be on the lookout for opportunities to reach more of your ideal clients – partnerships, speaking opportunities, sponsorship opportunities, new events, networking groups, forums, etc.