Lots of people think that marketing is about guesswork.

But you’re different.

You’re here today because you know there must be a better way. There has to be a way to market your business that’s less hoping-the-spaghetti-will-stick, and more deliberate.

And you’re right, cuz there is.

It’s called building a brand and then articulating it effectively.

Now, who, or what, is a Brand Strategy Guide, and why do I need it?

Today’s business world is more crowded than ever. Every day, someone else starts doing what you do.

And your prospects are looking for a reason to choose you over the others.

Tell me who you are?

Who even ARE you?

What makes you different?

Y’know, I have 7 tabs open, and they’re all selling the same thing.

Why should I give YOU my money?

My money is precious. How are you going to make my life better?

If YOU don’t know… or can’t articulate the answers to those questions, your CUSTOMER is not going to try to work it out for you.

Oh no.

‘Adios!’ they’ll say.

And they’ll click that terrible, horrible, no-good, very bad ‘x’.

But when you have a handy-dandy Brand Strategy Guide researched and written up for you, you’ll have

Allll the answers….

2. ….articulated to perfection.

Take that, x-clicking visitors!

The BSG includes beauties such as:

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Elevator Pitch

Important because: When you have 20 seconds to impress someone, you want strategic words on hand.

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Emotional Value Proposition

Important because: People remember how you made them feel, more than what you sold them or told them.

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Brand Identity

Important because: Articulating what you’re there for, and the values you go by in your business, makes you more mindful and deliberate about them. And your customers notice this.



Competitive Analysis

Important because: Keeping an eye on your competitors’ strengths and weaknesses helps you strengthen your positioning in the market.

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Target Audience Analysis

Important because: Now you’ll know which audience is aligned most with what you can offer.

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Penguin Knee Analysis

Important because: You’re still wondering about that aren’t you? Joke. I was just checking if you’re still reading 😉 Keep going!

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Customer Avatars

Important because: Defining your ideal customer so clearly helps you reach them better.



Customer Pain Points

Important because: When you know what keeps your customers up at night, you can help them better.

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Trust Builders & Inhibition Removers

Important because: Most customers have objections to buying. Meeting them head-on means the prospect buys with confidence.

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Archetype Guide

Important because: Archetypes give you and your audience a frame of reference for your interactions. They come to see your business as something they can have a relationship with. (For my Cartoonified Guide to Archetypes, sign up to get my emails 😉

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Voice Guide

Important because: Using voice guidelines based on research, means all your messaging stays on-brand, and your audience won’t think you have multiple-personality-disorder.

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Marketing Roadmap

Important because: Having all your next steps neatly laid out for you means less procrastinating and more getting moving.

Note: That was NOT an exhaustive list. There’s more where that came from. And all of it is there so you can build a deliberate, articulate brand.