Brand Confidential Workbook

WWW.MIKIFOTO.COMB R A N D C O N F I D E N T I A L |
THERE IS NO PASSION
TO BE FOUND PLAYING
SMALL – IN SETTLING
FOR A LIFE THAT IS
LESS THAN THE ONE
YOU ARE CAPABLE OF
LIVING.
NELSONMANDELA

Hello friendDoes copy-cat syndrome or message schizophrenia describe your
current branding situation? Instead of clients banging down your
business door, are you hearing crickets?
There's no doubt — Branding. Is. Hard. It can feel frustrating, confusing, and
completely overwhelming. Many business owners don't even know where to start.
I know you’re dying to have a brand that is magnetic — a brand that draws clients to
your business so you can stop chasing them down day after day. I know you're ready
to stand out from the crowd, show your audience who you really are, and create a
lasting connection with them.
If this is you — you're in the right place.
Brand Confidential is designed for biz bosses who are ready to roll up their sleeves,
put pen to paper and dive deep into their brand story. It’s for people who have a
strong message to share and want the tools to make a brand breakthrough.
This workbook is complete with lessons, self-assessments, exercises and worksheets
that will guide you as you work to create your magnetic brand — one that attracts
dream clients and causes your business to surge.
My goal is to help you get clear in your messaging, get consistent in your marketing,
and get visible in your space so you feel confident and can emerge as a thriving
leader in your market.
It’s time to stop hiding and start playing BIG!
Get ready to experience mindset shifts and aha moments that will move your brand
into action. Together we’ll create the brand of your business dreams.
W e l c o m e t o B r a n d C o n f i d e n t i a l

Let s do this!
I’m Mallika Malhotra of MikiFoto + Co —
a brand photographer, brand mentor and
author of The Brand Photography Playbook.
After years of working in the corporate
advertising world on brands like L’Oreal, Oil
of Olay and Clorox, I now help entrepreneurs
master their story, show up as the face of
their brand, and create magnetic businesses
that make customers totally swoon. It’s my
mission to empower women to stop hiding
and start emerging as leaders. I’m a strong
believer in getting out of your comfort zone,
taking action. and implementing ideas.
And I believe in YOU, your business and
your big, juicy branding goals.
W h o a m I?

become the
leader you see in
yourself

Includes
B R A N D I N G 1 0 1
B R A N D B R I L L I A N C E
B R A N D A M B I T I O N
B R A N D A U D I E N C E
Y O U R S P E C I A L S A U C E
P E R F E C T P I T C H
V I S U A L V I B E S
B R A N D S N A P S H O T
P H O T O S T H A T T E L L T H E N S E L L : P A R T 1
P H O T O S T H A T T E L L T H E N S E L L : P A R T 2
L E T ’ S G E T V I S U A L

YOUR BRAND
IS THE SINGLE
MOST IMPORTANT
INVESTMENT YOU
CAN MAKE IN YOUR
BUSINESS._
Steve Forbes

B R A N D C O N F I D E N T I A L | PART ONE
01
BRANDING
101

Branding
101 IN TODAY'S modern marketplace,
branding is more important than ever
before. The world is noisy, distracting,
digital, crowded and complex. Think
about it — there are a plethora of
available choices to buy from in
every category at our fingertips.
We’re bombarded with thousands of
messages each day. It’s no wonder why
our attention spans are decreasing to
only 8 seconds. (Goldfish meanwhile
are believed to have an attention
span of 9 seconds.) We’re in an age of
information overload, and it’s making
it harder and harder for businesses to
get noticed.
In this new economy, how can business
owners turn heads and STAND OUT?
Branding is the key. It’s a powerful piece
in building a stand-out, sustainable
and thriving business. It’s the way we
share our story, form a meaningful
connection with our audience and
convert them into buyers.

In the simplest terms, your
brand is your audience’s
impression of you. It’s your
reputation. It’s how the
consumer perceives you
in their mind. Please don’t
get confused and think
your products and services,
your fancy logo, and your
website are your brand.
They are NOT. Those are all
expressions of your brand.
Your brand is so much
bigger than fonts or colors.
Your brand represents your vision and
the shift you want to bring to the world.
It encompasses your unique story and
set of values. It represents a lifestyle that
people want to interact with and be part
of. A modern brand needs to have depth,
soul and meaning. It has to matter, inspire
and build a sense of belonging. It needs
to connect to people’s lives and make
them better.
Think about the brand greats like Target,
Nike, Starbucks, Mercedes, even Marie
Forleo and Beyonce. They all have a story
and a spark that is clear, memorable and
impactful. They create a community of
raving fans who love the experience and
are happy to shout it out to everyone and
anyone.
WHATEXACTLYIS
BRANDING?

an established brand, you’re ready
to move from bland to brand. You’re
ready to shift from invisible to impact.
You’re ready to pivot from lost to
leader.
I’m excited to be your guide on this
brand building journey — to help you
create your powerful message. After
working in the corporate advertising
world on big brands like L’oreal, Oil of
Olay and Clorox and now partnering
with women entrepreneurs, I am
passionate about empowering you to
be the FACE of your brand and share
your story with confidence.
Say goodbye to feeling like a copycat,
imposter or schizophrenic brand. Say
hello to being seen as the expert,
authority and go-to. Congratulations
on taking the step to building your
stand-out brand!
How can you be just as
compelling?
Here’s the good news: everything you
need to create an irresistible brand is
within YOU. The not so good news is it
takes hard work to build a strong and
lasting one. Powerful brands are not
created in a one-size-fits-all template
and definitely not built overnight.
Branding starts with doing the
behind-the-scenes WORK that will
lead you to clarity. You must set aside
time to answer some big questions
about who you are and what your
story stands for. You're gonna have
to dive deep into your target market
to carve out your point of difference.
You need to commit to understanding
your audience inside and out.
Now don’t panic. I know it seems
overwhelming, but that’s why you
are here! Whether you’re a newbie
business owner, or you already have
M I K I F O T O . C O M
Mallika

BE YOURSELF.
EVERYONE ELSE IS
ALREADY TAKEN.
_
Oscar Wilde

B R A N D C O N F I D E N T I A L | PART TWO
02
Includes
Y O U R B R I L L I A N C E : T H E M A N Y
L A Y E R S O F Y O U
S T O R Y P R O M P T B O N U S : S H A R E
Y O U R C O R E V A L U E S
W O R K S H E E T : I D E N T I F Y 1 0 C O R E
V A L U E S
M O R E C O R E V A L U E S : C O M P A N Y
E X A M P L E S
P E R S O N A L I T Y A S S E S S M E N T : Y O U R
P E R S O N A L I T Y T R A I T S
B R A I N D U M P : D E F I N E Y O U R
B R I L L I A N C E
BRAND
BRILLIANCE

reveal Your
strengths and
Passions
IT'S TIME to reveal the many layers of
your persona. Building a powerful brand
begins with defining your strengths and
highlighting your passions. Let's discover
the qualities that make you shine brighter
than the rest. Your brilliance is your magic!
I like to define your BRILLIANCE as the
powerful cocktail of your personality,
passion, vibe, values and skills. All of
those ingredients mixed together make
your story potent and memorable.
It’s time to get clear on your unique-
ness so you can start communicating this
magic consistently with your audience
and across all your touch points. Let’s
stop copying others in the market and
applying a one size fits all brand. Let's
stop feeling like imposters and frauds.
Instead, let’s start leading and leaning
into our own authentic message!
When was the last time you did an inside-
out brain dump? When did you stop, think
and list out all of your qualities, strengths,
passions, quirks?
Grab your notebook and a pen because
it’s time to define...

Your Values
These are your core philosophies and beliefs.
What is most important to you in life and
business? What do you believe in? What does
your brand stand for?
Example
MikiFoto + Co believes in connection,
community, leadership, empowerment
& individuality.
Your Personality
Your vibe attracts your tribe. What kind of impression
do you make? How are you best described? How do
you make people feel?
Example
MikiFoto + Co is fun, inspiring, confident
and smart.
Your Strengths
Round up your skills and abilities. What are you
trained in? What do you do better than the rest? What
comes super naturally to you?
Example
MikiFoto is a visual storyteller, master
photographer, marketing maven, leader,
connector and community-builder.
Your Passions
Consider the things that get you excited and that give
you goosebumps. What fires you up? What do you
hate about your industry? What lights you up and fills
you with happiness?
Example
MikiFoto + Co is passionate about
courageous storytelling. Stop hiding, stop
copying and stop trying to be perfect.
Embrace who you are right NOW, do the
work and serve your audience.
Your Voice
Define your tone and communication style. How does
your brand speak? How do you express yourself? This
is less about what you say but HOW you say it.
Example
MikiFoto + Co’s voice is personable,
inspiring but also straight-talking real.
Your Words
List out key categories, topics and themes that align
with your brand. What words best associate with
your work? What are YOUR areas of expertise? What
mantras, quotes or sayings reflect your vibe?
Example
MikiFoto + Co’s words include branding,
photography, storytelling, visibility,
entrepreneurship, mompreneurship, small
business, passion, confidence, leadership,
lady bosses, stand-out.

Sometimes it feels funny to spend time
analyzing ourselves and asking these
“deep” questions. But I encourage you to
do this exercise so you can get to know
yourself better and figure out HOW you
are different from the rest. Discover the
patterns and the connections. Build the
foundation of your brand by focusing on
yourself.
People who OWN who they are attract others with their
confidence and clarity. They’re magnetic. They're leaders.
Branding starts with story….our story and
how we see ourselves. We can shape it
and teach others how to see us. And we
have everything all within us already.
We just have to make an active effort to
create, then build our brands. So let’s dig
deep, discover your traits and infuse them
into your story!
"By doing
what you love,
you inspire
and awaken
the hearts of
others."
Mallika

KEY TAKEAWAY
Your story is your EDGE. No
matter how crowded your
industry might feel, you can
still stand out.
HOMEWORK
Complete the attached
worksheets. Snap a photo
of your “Brain Dump”
worksheet and post it in our
group .
Did you have any insights or
ahas? Did you identify any
patterns? Share them!
THE
TAKEAWAYs
STORY PROMPT BONUS
Craft a Facebook or Instagram post
sharing your core values in your
business. Why are they so important
to you? Humanize your business
by revealing your beliefs. Use the
#brandconfidential.
"Starting a business is hard! It requires
a lot of blood, sweat and tears. But
I built my brand on these three
main principles...because I believe in
____________ ."

T H E WO R K S H E E T S
02BRANDBRILLIANCE

YOURCORE
VALUES
Circle the 10 values that align with your beliefs. Need help?
Think of the things that you definitely DON’T believe in and
explore the opposite qualities for your brand.
A U T H E N T I C I T Y
A C H I E V E M E N T
A D V E N T U R E
A M B I T I O N
A U T H O R I T Y
A U T O N O M Y
B A L A N C E
B E A U T Y
B O L D N E S S
C A L M
C O M P A S S I O N
C H A L L E N G E
C O M M U N I T Y
C O M P E T E N C Y
C O N N E C T I O N
C O N T R I B U T I O N
C R E A T I V I T Y
C U R I O S I T Y
D E T E R M I N A T I O N
E D U C A T I O N
E M P A T H Y
E N E R G Y
E X P E R I E N C E
E X P E R T I S E
F A I R N E S S
F A I T H
F A M E
F I T N E S S
F R I E N D S H I P
F U N
G R A C E
G R A T I T U D E
G R O W T H
H A P P I N E S S
H A R M O N Y
H O N E S T Y
H U M O R
I N D E P E N D E N C E
I N F L U E N C E
I N N O V A T I O N
I N S P I R A T I O N
I N N E R H A R M O N Y
I N T E L L I G E N C E
J O Y
J U S T I C E
K I N D N E S S
K N O W L E D G E
L A U G H T E R
L E A D E R S H I P
L E A R N I N G
L O V E
L O Y A L T Y
M A S T E R Y
M E A N I N G F U L W O R K
O P E N N E S S
O P T I M I S M
O R G A N I Z A T I O N
O R I G I N A L I T Y
P E A C E
P L E A S U R E
P O I S E
P O P U L A R I T Y
P O W E R
R E C O G N I T I O N
R E L A T I O N S H I P
R E L A X A T I O N
R E L I A B I L I T Y
R E L I G I O N
R E P U T A T I O N
R E S P E C T
R E S P O N S I B I L I T Y
S E C U R I T Y
S E L F - W O R T H
S E L F - R E S P E C T
S E R E N I T Y
S E R V I C E
S P I R I T U A L I T Y
S T A B I L I T Y
S T I M U L A T I O N
S T R E N G T H
S U C C E S S
S T A T U S
T E A C H I N G
T R U S T W O R T H I N E S S
V I S I O N
W E A L T H
W I S D O M

COREVALUES
EXAMPLES
Y A H O O !
Excellence
Innovation
Customer Fixation
Teamwork
Community
Fun
L U L U L E M O N
Quality
Product
Integrity
Balance
Entrepreneurship
Greatness
Fun
M I K I F O T O + C O
Community
Connection
Leadership
Individuality
Empowerment
A I R B N B
Champion the mission
Be a host
Simplify
Embrace the adventure
N I K E
Performance
Authenticity
Innovation
Sustainability
F A C E B O O K
Excellence
Innovation
Customer Fixation
Teamwork
Community
Fun

PERSONALITY
ASSESSMENT
A D V E N T U R O U S
C L A S S Y
D I S C I P L I N E D
F U T U R I S T I C
K I N D
R E B E L L I O U S
S O C I A B L E
A F F E C T I O N A T E
C L E A N
G E N E R O U S
K N O W L E D G E A B L E
O L D - F A S H I O N E D
R E F I N E D
C L E V E R
D I S R U P T I V E
G E N T L E
L A I D - B A C K
O P T I M I S T I C
R E L I A B L E
S O P H I S T I C A T E D
A G R E E A B L E
D R A M A T I C
L I B E R A L
O U T G O I N G
R E L I G I O U S
S O U L F U L
A L E R T
C O M P A S S I O N A T E
E A G E R
L I V E L Y
O U T S P O K E N
R E S E R V E D
S T A B L E
A L T R U I S T I C
C O M P E T E N T
E A S Y - G O I N G
H A P P Y
L O C A L
P A S S I O N A T E
S T R O N G
A M B I T I O U S
C O M P E T I T I V E
E C C E N T R I C
H A R D - W O R K I N G
L O G I C A L
R E S O U R C E F U L
S T U D I O U S
A N A L Y T I C A L
C O N F I D E N T
E F F I C I E N T
H E L P F U L
L O U D
P A T I E N T
R E S P E C T F U L
C O N S E R V A T I V E
E M O T I O N A L
H I P
L O Y A L
R E S P O N S I B L E
S Y S T E M A T I C
A R T I S T I C
C O N S I S T E N T
E M P A T H E T I C
M A S C U L I N E
F E M I N I N E
P E A C E F U L
A S S E R T I V E
E N E R G E T I C
I D E A L I S T I C
M A T E R N A L
P E N S I V E
R O W D Y
T A L E N T E D
C O O P E R A T I V E
E N T E R P R I S I N G
I M P E T U O U S
M A T U R E
P I C K Y
S A F E
T H O U G H T F U L
B A L A N C E D
C O U R A G E O U S
E N T H U S I A S T I C
I M P U L S I V E
M E T H O D I C A L
P L A Y F U L
S A R C A S T I C
T I D Y
B R A V E
C R A F T Y
E X U B E R A N T
I N C I S I V E
M E T I C U L O U S
P O L I T E
S A S S Y
T R A D I T I O N A L
C A L M
C R A Z Y
F A S H I O N A B L E
I N D E P E N D E N T
M I S C H I E V O U S
P O P U L A R
S C I E N T I F I C
T R U S T W O R T H Y
C A N D I D
C R E A T I V E
F E A R L E S S
I N D I S C R E E T
Circle your top traits. Now ask a few friends, family and clients for
their top adjectives that describe your personality. Circle those answers.
Is there overlap? What stands out?
M O D E R N
P R A C T I C A L
S E N S I T I V E
U N A S S U M I N G
C A P A B L E
M O D E S T
P R E C I S E
S E R E N E
U N C O N V E N T I O N A L
C A R E L E S S
C U R I O U S
F E R V E N T
I N N O C E N T
M O T I V A T E D
P R O A C T I V E
S E R I O U S
U R B A N
C A R I N G
D E E P
F I E R Y
I N N O V A T I V E
M Y S T E R I O U S
P R O F I C I E N T
S E X Y
V E R S A T I L E
C A U T I O U S
D E F I A N T
F L A S H Y
I N S I G H T F U L
N A T U R A L
P R O F O U N D
S H A R P
W A R M - H E A R T E D
C H A R I S M A T I C
D E L I C A T E
F L I R T A T I O U S
I N S P I R I N G
N A U G H T Y
P R O U D
S I L L Y
W A T C H F U L
C H A R M I N G
D E T E R M I N E D
F O R M A L
I N T E L L E C T U A L
N E A T
P R O V I N C I A L
S I N C E R E
W E A L T H Y
C H A T T Y
D E V O T E D
F R A N K
I N T E R E S T I N G
N O S T A L G I C
P R U D E N T
S L O P P Y
W I S E
C H I C
D I L I G E N T
F R I E N D L Y
J O Y F U L
P U N C T U A L
S M A R T
W I T T Y
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________

HIGHLIGHT YOUR TOP THREE WORDS IN EACH
CATEGORY. ANY OVERLAP? ANY PATTERNS? ANY
COMMON THREADS?
values
key beliefs
voice
your tone
passions
your fire
strengths
skills + talents
personality
key descriptors
words
key topics + themes
BRAIN
DUMP

PEOPLE DON’T BUY
WHAT YOU DO, THEY
BUY WHY YOU DO
IT.
_
Simon Sinek

B R A N D C O N F I D E N T I A L | PART THREE
03
Includes
F O R M U L A T I N G Y O U R
B R A N D ’ S M I S S I O N : Y O U R
B I G , F A T , J U I C Y W H Y
C R E A T I N G A B R A N D V I S I O N :
W H E R E A R E Y O U H E A D I N G ?
S T O R Y P R O M P T B O N U S :
S H A R E Y O U R W H Y
B R A N D M I S S I O N E X E R C I S E :
Y O U R P E R S O N A L A M B I T I O N
M I S S I O N M A D L I B
D R E A M D U M P : I F F E A R W A S
N O I S S U E
V I S I O N S T A T E M E N T P R O M P T :
F I L L I N T H E B L A N K S
M I S S I O N + V I S I O N
S T A T E M E N T I N S P O
BRAND
AMBITION

define the
core story
of your brand
IT'S TIME to dive into your Brand Mission
and Brand Vision. Every entrepreneur should
spend significant time defining these two
elements because THIS is the essence and
the anchor of your business. This is the core
story that will give your business meaning and
depth. This is the core story that will attract
your audience to not only buy from you, but
to stay with you. You must understand what
you stand for and where you truly want to go
FIRST.
Let's start with some definitions. Brand
Mission is the real purpose behind your
business. It's not what you are selling, but
your true significance. Brand Vision is the
future forecast for your business. This is what
you want to become or create over a period
of time.
I realize these are two BIG concepts, and they
may sound a bit scary, but don’t you worry!
I’m here to guide you along the way. Together,
we will crack the code on your purpose as a
business owner, and we will formulate a plan
for your future in a simple and fun way.
Let’s talk about your BRAND MISSION and
your big fat, juicy WHY.
Ask yourself
WHY you do this work in the first place? What led
you here? What kind of impact do you want to make?
What needs to be fixed?
These answers will act as the heartbeat of
your business and will keep you going even
when things get tough. Often it’s not the
actual products or services we deliver, but
something BIGGER. It’s a change, a movement
and an impact that we want to deliver to our
audience. And this is what will connect people
to our brand and create an engaged following.
For example, let's look at my favorite fitness
studio, Soul Cycle. They're not just a sweaty
spin class but a cardio party, changing their
riders' lives with every pedal stroke. They
bring soul to the minds and bodies of their
tight-knit community.
Now let's take my photography business,
MikiFoto + Co. My mission isn’t just to deliver
pretty photos. My purpose is to EMPOWER
women and build their confidence to emerge
as leaders. See the difference?

Spend some time this week thinking about
what you are REALLY selling. Think long and
hard about why this work is important to you
and your clients. How do you want to change
the world? People will connect with your
passion, excitement, emotion, story and drive.
Your WHY will inspire your audience and be
the piece that they remember you for.
Definitely watch THIS for more inspiration.
Next, let’s talk about your BRAND VISION.
This is the future direction and inspiration for
your business empire in the next 2 years, 5
years, 10 years.
Ask yourself
WHERE do you want to take your business in the
future? WHAT kind of impact do you hope to achieve
in the long term?
I realize it can feel overwhelming to think
about tomorrow, but if we don’t know where
we are going, how can we create a plan of
action? Shake off the fears and let go of the
money hurdles and the mindset blocks. Give
yourself permission to create goals for your
business. Dig deep and dream about what sort
of company you hope to build. Your vision will
provide purpose for your goals and actions
moving forward. It will set the stage for your
future. It will inspire you and your audience.
What do you want to be known for?
For example, my dream for MikiFoto + Co is
to build a dynamic, global online and offline
community of leading women entrepreneurs
(#womentowatch). I want to be known as
the top brand building queen with an award
winning signature brand-story methodology.
I want to teach, mentor, speak, write and
support fellow female powerhouses around
the world. I want to create a women's collective
that feels exclusive, high touch and personal.
Now it's your turn to paint the picture in
your head. Infuse your dream with passion
and emotion. Make it ambitious. Then write
that magic down in a clear statement that is
shareable and memorable. Don't be afraid to
share this with your audience. They will admire
you for your drive and even support you along
the way.
Mallika

KEY TAKEAWAY
We are doing so much
more than selling products
and services. Our brands
are creating meaning and
connecting to people's lives to
make them better.
HOMEWORK
worksheets. Craft your
Mission + Vision Statement
and share it in the group for
feedback.
THE
TAKEAWAYs
STORY PROMPT BONUS
Record a video post sharing your WHY
on your Facebook business page or
on Insta Stories. Tell your audience the
reasons why you started your business
and the change you hope to create. Go
deeper than the products and services
you offer. Talk about the transformation!
Use the #brandconfidential.
"Today I would like to share a story
about WHY I started this business. I
used to feel ____________. Now,
my mission is to ____________.
I am passionate about helping
____________ to ____________.
I know what it feels like to be
____________ and that's why I
created ____________...."

03BRANDAMBITION

BRANDMISSION
EXERCISE
I STARTED MY BUSINESS TO HELP PEOPLE WITH
________________________________________________________________________
________________________________________________________________________
I STARTED MY BUSINESS BECAUSE I WAS TIRED OF
_______________________________________________________________________
________________________________________________________________________
I STARTED MY BUSINESS BECAUSE I BELIEVE THAT
________________________________________________________________________
________________________________________________________________________
I STARTED MY BUSINESS BECAUSE I WANT PEOPLE
TO FEEL
________________________________________________________________________
________________________________________________________________________
I STARTED MY BUSINESS BECAUSE I WANTED TO
CHANGE
________________________________________________________________________
________________________________________________________________________
I STARTED MY BUSINESS BECAUSE NO ONE ELSE WAS
OFFERING
________________________________________________________________________
________________________________________________________________________

BRANDMISSION
MADLIB
(YOUR BIZ) IS ON A MISSION TO (INSERT ACTION
VERB) FOR (YOUR TARGET) TO (CHANGE YOU WANT TO
GIVE TO THE WORLD).
Use vibrant and
action-oriented
words like
empower, develop,
influence, inspire,
connect, create,
build, etc.
TIP
__________________________________________________________________________________________________
__________________________________________________________________________________________________
__________________________________________________________________________________________________
__________________________________________________________________________________________________
__________________________________________________________________________________________________

IMAGINE IF MONEY
OR FEAR WAS NOT AN
ISSUE....
This is WHAT I would be
doing....
This is WHAT I would be
known for....
This is WHERE I would be
working...
This is WHO I would be
working & partnering
with....
This is HOW I would be
doing it....
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
BRANDVISION
DREAM
DUMP

VISIONSTATEMENT
PROMPT FIVE YEARS FROM NOW, MY BIZ WILL CREATE (INSERT YOUR
DREAM PLAN)
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
FOR (YOUR IDEAL TARGET MARKET)
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
SO THAT THEY ACHIEVE (THE ULTIMATE RESULT)
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
I WILL BE WELL KNOWN FOR (YOUR GENIUS)
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

MISSION +
VISION STATEMENT
INSPIRATION
I K E A
M I S S I O N :
Offer a wide range of
well-designed, functional
home furnishing products
at prices so low that as
many people as possible
will be able to afford them.
V I S I O N :
To create a better everyday
life for the many people.
F A C E B O O K
M I S S I O N :
To give people the power to
build community and bring
the world closer together.
V I S I O N :
People use Facebook to stay
connected with friends and
family, to discover what’s
going on in the world, and
to share and express what
matters to them.
Y O U R B I Z
M I S S I O N :
V I S I O N :
M I K I F O T O + C O
M I S S I O N :
To empower women to stop
hiding in their biz and
finally become the face of
their brand.
V I S I O N :
To create a community of
confident, leading female
entrepreneurs who are
thriving and living their
best life.
S T A R B U C K S
M I S S I O N :
To inspire & nurture the
human spirit – one person,
one cup and one neighbor-
hood at a time.
V I S I O N :
To establish Starbucks as
the premier purveyor of the
finest coffee in the world
while maintaining our un-
compromising principles
while we grow.
A I R B N B
M I S S I O N :
Belong anywhere.
V I S I O N :
Tapping into the univer-
sal human yearning to
belong — the desire to feel
welcomed, respected, and
appreciated for who you
are, no matter where you
might be.

MAKE THE
CUSTOMER THE
HERO OF YOUR
BRAND’S STORY._
Simon Mainwaring

B R A N D C O N F I D E N T I A L | PART FOUR
04
Includes
W H O I S Y O U R I D E A L C L I E N T ?
M E E T M Y I C A ( M Y I D E A L
C L I E N T A V A T A R )
Y O U R B R A N D F O L L O W I N G :
O T H E R A U D I E N C E S T O W A T C H
S T O R Y P R O M P T B O N U S : A
L O V E N O T E T O Y O U R I D E A L
C L I E N T
I D E N T I F Y Y O U R I D E A L
C L I E N T : A C H E A T S H E E T
1 0 E S S E N T I A L Q U E S T I O N S
T O I D E N T I F Y Y O U R I D E A L
C L I E N T
C R A F T Y O U R C L I E N T P R O F I L E
BRAND
AUDIENCE

know Your customers
and formulate a Brand
that speaks to
themIF YOU'RE READY to create a powerful
brand, then you have to focus on your
customers. They are the most important part
of your business, even more significant than
the products and services you offer. They
are the heroes! Because without them, your
business wouldn't survive.
So let's think about your customers...what
makes them tick?
They each have a challenge or goal. They
struggle with how to make it happen and get
results. They come to you willing to invest
time, energy and money to fix the situation
and make a change in their life. How can we
find these people, connect with them, and
present ourselves as the solution to their
problem?
It all comes down to knowing your ideal
customer WELL. We must understand
them inside and out and speak their
language so that our marketing efforts have
maximum impact. We must fully grasp their
demographics, psychographics, lifestyle,
mindset, dreams and fears. We must
understand and have empathy for their pain
points and struggles.
All of these details will help you create
compelling content that positions YOU as
the guide who delivers the answer to their
needs. If you struggle with getting clients or
hear crickets when you launch a program/
product or service, there’s a good chance
you’re not super clear on who you serve.

Start with the basics
like age, gender, family
status, profession, income,
education background and
geographic location. Then
go deeper and define their
lifestyle including their leisure
activities, the books they read, the
TV shows they watch, the places
they shop, their favorite forms of
fitness, their vacation choices.
Get curious about their beliefs,
their habits, their frustrations, their
aspirations. Put yourself in their
shoes! Can you paint the picture of
their persona clearly?
If you’re new to business, much of
this work can feel like an educated
guess. Start by creating a profile of
your ideal client based on who you
believe you can serve the best.
Who can benefit most from and pay
for your products and services?
Don't try to be everyone's solution.
Instead, think of a specific person or
niche (more to come on that later!).
If you’re more experienced, take an
audit of your current client roster.
You can craft your ideal client based
on the customers that you already
LOVE to work with and/or who are
most profitable. Also think about
the clients who had the best results
after working with you. Identify any
patterns in your top customers.
To help you go deeper and get
even more specific in identifying
your dreamy client, consider these
essential questions.
What are their frustrations and fears?
What are their goals and dreams?
Where do they hang out online and offline?
What organizations are they part of?
Where do they go to get their information?
How do they like to communicate?
What types of content do they like to consume?
What results is this person looking for when they
work with you?
What language does your customer use?
Why are they investing in you?
What is their budget?
WHOISYOUR
IDEAL
CLIENT

After answering these questions, take a moment
to craft a paragraph describing your ideal
customer. I even give my ICA (ideal client avatar)
an actual name and think of her as my business
bestie. Maybe even find a visual that can bring
the client’s story to life.
Meet my ICA, Alex. She is a business and life coach and has
been an entrepreneur for 3+ years. She is savvy online: has
a website, is active on Facebook and Instagram and has even
invested in a group coaching program. She loves to read business
books and blogs,listen to podcasts, works out regularly and goes
out to dinner with friends and family. She is an early riser,
a coffee addict, keeps an organized planner and attends local
networking events. She is a Mompreneur and the ultimate multi-
tasker, balancing her family and her home with her work. She
works in a saturated industry where everyone is shouting to get
noticed. It's easy to feel lost and invisible. She has earned some
success — private client work, press and invitations to speak.
Her business is growing, but it’s tough to balance everything
and be the leader. She wants to up level. She wants to scale. She
wants to automate. She wants to be seen as the go-to expert. She
worries that she works too much and she is not present enough
with her kids. She fears that she will never have enough clients
or make enough money. She wants her family to be proud of
her and recognize her efforts. She wants to make enough money
to re-invest in her business, treat her family to a vacation, and
buy herself a designer bag. She is tired of hustling. She is afraid
of failing. She wishes the entrepreneurial journey could feel a
bit easier.
CLIENT
AVATAR

Your Network
These are the people in your professional
circle — your close colleagues, your
like-minded peers, your business besties.
They could be online in Facebook groups
or in person from local networking
organizations. They have a similar
business journey. They respect you, offer
counsel, and often recommend your brand.
Your Raving Fans
These are people who might not have
hired you or bought your products but they
LOVE what you do. They share your content
with others. They shout you out on social
media. They are your brand ambassadors
and advocates. They can even be your
family and close friends. They comment,
like and engage with your posts.
Your Collaborators
Business partners who have similar
goals, customer profiles or values. Think
big picture and strategic. Think about
affiliates and sponsors. It’s great to build
alliances with compatible brands to create
events, programs or products. By working
together, you can stand out and generate
interest. Also, this group can be a reliable
and valuable referral source. For example,
my best collaborators (and refer-ers)
are business coaches and web designers
because they work with the SAME client as
I do for my brand photography business.
Don’t neglect these audiences! They can
be huge supporters of your business and
critical in building your brand’s reputation.
Cultivate these relationships, as they
are extremely important to your brand’s
success.
Next, let’s take a step away from your ideal client and think about the
other groups of people in your brand following. These audiences
might not be ready to buy (just yet) but still have an interest in YOU
and can help your business.
In summary, the more you understand your ideal customer and
target audiences, the better you will be able to connect and market
to them. You want your following to feel heard and understood. You
want your people to have a sense of belonging and community.
You want to be the go-to solution to not only new customers but
the right customers.
Mallika

KEY TAKEAWAY
Your customer is always the
hero. You, your story and
your offerings are only the
guide to helping them solve
their problem and achieve
their goal. It's always about
THEM!
HOMEWORK
worksheets. Be curious
and empathetic with your
audience. Craft your Client
Profile and share it in the
group for feedback.
STORY PROMPT BONUS
Write a love note to your ideal client.
Describe them and identify their pain
points. Put yourself in their shoes and
empathize with them. Tell them how you
feel about them.
"Calling all ____________. I see
you out there, hustling and working so
hard to share your passion.
You are tired of feeling
____________ and are ready to be
____________. Don't give up. Your'e
doing it and I am so ____________.
You got this!"
THE
TAKEAWAYs

04BRANDAUDIENCE

IDEALCLIENT
CHEATSHEET
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
_______________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
_______________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
_______________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
________________________________________________________________________________________________________
_______________________________________________________________________________________________________
________________________________________________________________________________________________________
_______________________________________________________________________________________________________
________________________________________________________________________________________________________
MALE OR FEMALE?
AGE?
MARITAL STATUS?
CHILDREN?
INDUSTRY?
GEOGRAPHIC LOCATION?
URBAN, SUBURBAN OR RURAL LIVING?
HOME LIFE?
ACTIVITIES OR HOBBIES?
MUST HAVES OR WANTS?
FAVORITE TV SHOWS?
FAVORITE SHOPS?
FAVORITE BOOKS?
FAVORITE SOCIAL MEDIA?
PERSONALITY TYPE?
HABITS OR RITUALS?
CHALLENGES OR OBSTACLES?
BONUS:
CAN YOU DESCRIBE IN DETAIL A DAY IN THE LIFE OF YOUR CUSTOMER?

1. WHAT ARE THEIR FRUSTRATIONS AND FEARS? WHAT DO THEY
WORRY ABOUT? i.e. I am scared no one will buy my course.
________________________________________________________________________
________________________________________________________________________
2. WHAT ARE THEIR GOALS, DESIRES AND DREAMS? i.e. I want
to double my income.
________________________________________________________________________
________________________________________________________________________
3. WHERE DO THEY HANG OUT ONLINE AND OFFLINE? WHAT
SOCIAL MEDIA ARE THEY USING? WHAT ORGANIZATIONS ARE THEY
A PART OF? i.e. Member of Biz Chix Facebook Group, listens to
Boss Mom podcast and reads Belong Mag
________________________________________________________________________
________________________________________________________________________
4. WHERE DO THEY GO TO GET THEIR INFORMATION? i.e. Google,
Pinterest
________________________________________________________________________
________________________________________________________________________
5. HOW DO THEY LIKE TO COMMUNICATE? (EMAIL, TEXT, PHONE)
i.e. Prefers email and Facebook messenger
________________________________________________________________________
________________________________________________________________________
10
ESSENTIAL
QUESTIONS
TO
IDENTIFYING
YOUR IDEAL
CLIENT:

6. WHAT TYPES OF CONTENT DO THEY LIKE TO CONSUME? i.e., Blogs,
webinars and podcasts
________________________________________________________________________
________________________________________________________________________
7. WHAT RESULTS ARE THEY LOOKING FOR WHEN THEY WORK WITH
YOU? HOW DO THEY WANT TO FEEL? i.e., Control, ease, confidence
________________________________________________________________________
________________________________________________________________________
8.WHAT WORDS, PHRASES, OR LANGUAGE DOES YOUR CUSTOMER
USE? i.e., Scale, webinar, up level, lady boss
________________________________________________________________________
________________________________________________________________________
9. WHY ARE THEY INVESTING IN YOU? HOW DOES YOUR BRAND MAKE
THEM FEEL? i.e., Want quicker results, feel successful
________________________________________________________________________
________________________________________________________________________
10. IS YOUR IDEAL CLIENT WILLING TO PAY YOU TO SOLVE THEIR
PROBLEMS? WHAT IS THEIR BUDGET? i.e., Yes - $3K but may need
payment plan
________________________________________________________________________
________________________________________________________________________
10
ESSENTIAL
QUESTIONS
TO
IDENTIFYING
YOUR IDEAL
CLIENT:

CRAFTYOUR
CLIENTPROFILE
AFTER DEFINING THE DEMOGRAPHICS + PSYCHOGRAPHICS
AND ANSWERING THE 10 ESSENTIAL QUESTIONS, DEVELOP
YOUR CUSTOMER PROFILE. WRITE ABOUT THEM AS IF THEY
WERE YOUR FRIEND AND ATTACH A VISUAL TO BRING THEM TO
LIFE.
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
PASTEYOURCLIENTVISUALHERE

“DIFFERENTIATE,
OR DIE!"
_
Jack Trout

B R A N D C O N F I D E N T I A L | PART FIVE
05
Includes
F O R M U L A T E Y O U R
S P E C I A L S A U C E
M Y O W N S P E C I A L
S A U C E R E V E A L E D
S T O R Y P R O M P T
B O N U S : S H A R E Y O U R
S E C R E T W I T H Y O U R
A U D I E N C E
C O M P E T I T I V E
A N A L Y S I S :
D I F F E R E N T I A T E
Y O U R S E L F
B R A I N D U M P : T H E
K E Y T O Y O U R B R A N D
D I F F E R E N C E
Y O U R B R A N D
D I F F E R E N C E : C R A F T
Y O U R S P E C I A L S A U C E
S T A T E M E N T
SPECIAL
SAUCE

find your
edge in a
crowded
marketWHY SHOULD your audience buy from you
over the competition? If you want to be seen
as THE leader in your industry, you must find
your edge no matter how crowded the market
might feel. It's important to define your special
sauce — also known as your differentiator,
USP (unique selling point) or competitive
advantage. I like to call this your Miki-Mojo and
the magic that makes you different from the
competition. In today’s noisy and saturated
world, you MUST find that special something
— something in order to stay top of mind and
survive.
The good news? We all have something that
sets us apart, even if we don’t realize it. The
question is, do you know what makes you
different?
Are you clearly communicating this to your
audience? Because if YOU don’t know, how
will your ideal client ever know? Establishing
your point of difference is essential in standing
out.
So let’s figure out YOUR Special
Sauce!
First, look at your competitive environment.
Identify 3-4 players in your space and figure
out how everyone fits in the marketplace.
Look at their websites, social media, blogs,
testimonials,etcanddeterminetheirstrengths.
What are they good at?
Who do they attract?
What are they offering?
How do they compare with what you offer?
Now don’t go stalker crazy here...just take
a good look at the options available to your
ideal client. Name one thing each competitor
does best. Then look for the holes and gaps
in the market. What is missing that you can
possibly fill? See the attached worksheet to
help you with this exercise.
Next, let’s look harder at your business.
Why would someone buy from you and not
someone else? What do you do different/
better? There are different categories that
could be the key to your brand difference.

Product/Service
Do you have unique features in your packages
that are different than your competitors? Do
you add or omit things on purpose? Think
about all the details and highlight those that
make you distinctive.
Maybe you are a photographer and offer all-
inclusive photo packages with styling plus
professional hair and makeup? Maybe you are
a coach and offer a one-hour 1-1 strategy call
along with your DIY course? Maybe you sell
candles, and they are all handmade and hand-
poured?
Customer
Do you sell to a particular niche? Instead of
being a “jack of all trades, master of none,”
can you specialize and serve a curated group
of people? I encourage you to hone in on
a specific, smaller target audience. It may
feel limiting to niche down, but it’s a good
way to move past the competition and gain
recognition. You can make a much bigger
impact in a smaller market. The riches are in
the niches!
Maybe you're a life coach for only women who
just got divorced? Maybe you're a financial
advisor for women who are approaching
retirement?
Process
How do you do your work with your clients
and create the best client experience? Do
you have a framework or methodology that
you can brand as your own (i.e., I have a “Miki
Method” to my brand photography process)?
Maybe you're a fitness coach who specializes
in high intensity, 30-minute workouts?
Maybe you're a web designer who promises
a finished website in just 3 weeks? Maybe
you're an interior designer who has a
systematized, 5-step standard procedure for
home renovations?
Write out all the steps you do from start to
finish. Identify anything that is unique and
worth highlighting with your audience.
Expertise
What special talent or skills do you bring to
your work? Do you have previous work or
life experience, degrees, training, awards, or
recognition that help you stand out?
Maybe you’re a realtor with a background
in corporate negotiations? Maybe you’re a
parenting coach who also happens to be a
Mom of four children? Maybe you’re a teacher
who also wrote a best-selling book?
Comb through your background and
strategically choose things that can enhance
your brand story.

Personality
This is all YOU — your approach, your attitude,
your vibe, your voice. It's your brand brilliance
that we already discussed and identified. It’s
your unique stamp on life and business.
Maybe you are a no BS biz coach who
mentors with tough love and a potty mouth?
Maybe you are a personal stylist with a mild-
mannered elegance?
Your personal characteristics most certainly
will create a unique stamp to your brand.
Think Gary V or Marie Forleo — both are great
examples of differentiation via personality.
Transformation
This is all about the outcome, the results you
provide for your client. Can you differentiate
by the transformation you give to your
customer? Can you show social proof that you
can deliver results?
Maybe you're a photographer with a proven
record of clients who've been on covers of
magazines? Maybe you're a health coach who
has helped hundreds of women lose weight
and keep it off for more than 3 years? Maybe
you're a business strategist who has helped
clients with successful 6 figure launches?
Think hard about the success stories and the
actual transformations that you help create
with your audience.
Price
The fee attached to your product or service
can also be a differentiating point. A word
of warning here : beware of being KNOWN
as the cheap or the expensive option. In my
opinion, that is not the best way to position
your brand. Instead, you may want to position
yourself offering value or an affordable option.
Or, on the opposite end, you can become
the boutique brand who offers a high-touch
experience at the high-premium price.
Maybe you're a business strategist offering a
comprehensive write up for your strategy call
at an additional cost? Maybe you're a budget
minded decorator helping clients design a
beautiful home space without breaking the
bank? Maybe you're a luxe jewelry designer
offering high-quality, one of a kind pieces?
Remember, you don’t always have to be better
than the rest. It’s easier and more powerful
to find your point of difference. This special
sauce is your unique approach to solving the
problem and can demonstrate your mastery
in the marketplace. If you can crack this
code, then you’ll find the key ingredient to
standing out in a crowded market. You’ll not
only be memorable, but you’ll leave a lasting
impression.

W A N T T O S E E M Y M I K I F O T O S P E C I A L S A U C E ?
MikiFoto + Co is an expert brand builder and storyteller
for women in business.
Mallika’s approach is so much more than just
taking pretty pictures and headshots. She
has developed a successful process called The
MikiFoto Method where she unlocks your brand
story first and then creates powerful images to
bring your brand to life. She creates stand-out
brands with depth, substance and longevity. She
has even written a book, The Brand Photography
Playbook, about the power of visual storytelling
for business growth. Her Miki-magic helps you
gain clarity and confidence in your message so
you feel unstoppable and unforgettable. Even
after the photo shoot is complete and your images
have been delivered, Mallika will continue to
support and endorse your business as part of her
#womentowatch inner circle.
Focus on your difference and niche down your market.
By doing these two things, you will find a position
on the map and attract the market that you are best
able to serve. Communicate your special sauce on
your website, in your bios, on your sales pages...
everywhere! Your marketing and messaging must
answer WHY your audience should buy from you and
HOW your business is different than the competition.
The success of your business depends on this.
Mallika

be the girl
who decided
to go for it.

KEY TAKEAWAY
Dig deep and determine how
you're like nobody else in
your market. Focus on this
and what sets you apart.
This is where the magic
happens!
HOMEWORK
worksheets. Craft your Brand
Difference statement and
share it in the group for
feedback.
THE
TAKEAWAYs
STORY PROMPT BONUS
Give your audience the information they
need to understand HOW you are different
from the rest.
"Attention ______________(insert
name of ideal client). I see you struggling
with
______________(insert pain point).
My ______________(insert your
product/service) is for people who believe
______________.
If we work together, this is what I promise
to deliver :
1) point of difference 1
Let's move you from ______________
(pain) to ______________(pleasure)."

05SPECIALSAUCE

product or service
customer
process
personality
expertise
transformation
price
HOW YOU ARE DIFFERENT. CIRCLE YOUR TOP 1-2 POINTS IN EACH CATEGORY.
What is the overarching theme?
What is the ONE thing you should be known for?
Need help? Ask previous clients!
BRAIN
DUMP

COMPETITIVE
ANALYSIS
C O M P E T I T O R # 1 C O M P E T I T O R # 2 C O M P E T I T O R # 3
product or service
customer
process
personality
expertise
transformation
price

YOURBRAND
DIFFERENCE
REVIEW YOUR POINTS OF DIFFERENCE AND CRAFT THEM
INTO YOUR SPECIAL SAUCE STATEMENT. YOU HAVE
PERMISSION TO BRAG!
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________

GREAT
COMMUNICATION
BEGINS WITH
CONNECTION.
–OPRAHWINFREY

IF YOU CAN’T
EXPLAIN IT CLEARLY,
YOU DON’T
UNDERSTAND IT
WELL ENOUGH.
_
Albert Einstein

B R A N D C O N F I D E N T I A L | PART SIX
PITCH
PERFECT
06
Includes
T H E E L E V A T O R P I T C H : Y O U R F I R S T
I M P R E S S I O N
T H E B U S I N E S S B I O : H I G H L I G H T
Y O U R E X P E R T I S E
Y O U R N E W B I O
A T E M P L A T E : C R A F T Y O U R W I N N I N G
E L E V A T O R P I T C H
A T E M P L A T E : C R A F T Y O U R
P R O F E S S I O N A L B I O

craft your
elevator pitch
and bio
LET'S RECAP what we’ve done
together already. We've defined your
brand mission and vision, determined
the many layers of your brand brilliance,
figured out your ideal client and
identified your secret sauce. Your
brand is starting to take shape, and
hopefully, you're starting to feel good
about your foundation. You are on your
way to creating a strong message and
connection with your audience.
Now's the time to pull it all together
to craft your elevator pitch and bio.
These are two tools you need in your
business toolkit that you'll often use in
your marketing. Our goal is to create a
statement that gets attention, shows
off your expertise and makes you feel
confident. It should be professional but
not boring. It should be catchy but not
gimmicky. It should leave your audience
curious and wanting to learn more.

The Elevator Pitch
This powerful, 30-second speech is
your opportunity to present yourself
and make a strong first impression.
We’ve all attended networking
meetings where we’re given the floor to
introduce ourselves in a short amount
of time. This is your time to shine! Too
often, I see people flub their lines, say
way too much, or say so little they're
immediately forgotten.
The objective of your elevator pitch
is to provide a short overview of
your business, products or services.
It should open the door to further
conversation. It should answer the
following questions with your audience
in mind:
• Who are you? What is your job title?
• What do you do? What transformation do you
provide?
• Who do you serve? Who is your ideal client?
• What is unique and different about your
business (your special sauce)?
• What do you want your audience to do next (call
to action)?
Here is an example of my
MikiFoto + Co elevator pitch
My name is Mallika
Malhotra, and I am a
branding expert and brand
photographer at MikiFoto
+ Co. I work with women
tired of hiding and playing
small in their business. I
empower them to become
the face of their brand and
finally share their message
with confidence. Through
photography, visual
storytelling and strategy,
I move them from invisible
to impact so they can grow
their businesses faster. I
would love to connect with
you on Instagram — you
can find me at @mikifotoco.

When crafting your pitch, beware of using fancy industry
words or being overly creative. You want to connect
with your audience, not distance them. Curate and edit
your pitch so it’s short and sweet. You want to leave
your audience understanding what you do clearly and
quickly, not confuse them. You don't and shouldn't
be sharing everything that you do — save that for the
next conversation. Again, always consider WHO you are
speaking to. Your pitch could change depending on who's
in the room, so be sure you to modify the message to best
relate to your audience.
Practice your pitch often so it feels natural and unscripted
(not robotic and overly memorized). I would even
encourage you to record it via video or audio. Listen and
see yourself — do you stutter or talk too fast? Is your facial
expression too animated or too stiff? Does your passion
shine through? Go the extra mile and do this exercise.
It will make a difference in how you confidently present
yourself.
Your pitch is an invitation to learn more about YOU, so
infuse it with your personality and passion. Don’t forget
a simple call to action. You must give your listeners
directions on what they should do next with you. Should
they visit your website and retrieve your freebie? Should
they meet you after the event to talk further? Should they
sign up for a discovery call? You can have the best elevator
pitch in town but if you are not clearly communicating the
next step, it won't matter.
THEELEVATOR
PITCH

Your Business Bio
Now, it’s time to talk about your professional
BIO. When opportunities like speaking gigs
or podcast interviews come our way, the first
request is usually for your bio and headshot. But
even on social media, your personal website, or in
online communities, your bio is the introduction
to your business. It's an extremely important
piece of marketing and should highlight your
work, competence, expertise and personality.
You may already have an existing bio, or maybe
you are starting from scratch. It’s time to take
a moment and do a bio brainstorm. Things to
consider when writing your bio:
• Know your audience and write to them specifically. Go back
to the work we did on your ideal client and keep their goals
in mind as you craft your bio statement.
• Start with your name in the first sentence.
• Explain your business clearly in the first two sentences.
Define what you do, who you serve, and how you are
different.
• Include relevant prior experience, education, career
highlights and accomplishments. Be selective here and pick
1-2 events in your work history that can add to your current
brand story.
• Share the transformation/results you create for your clients.
Answer the "so what?" question here and define the outcome
you help create for your audience.
• Add personal details and personality to connect with your
reader. Humanize your brand with some personal details that
will resonate with your audience.
• Include call to action and contact details.
Here is an example of my
MikiFoto + Co bio
Mallika Malhotra of MikiFoto +
Co is a professional photographer,
branding expert and author of
The Brand Photography Playbook.
After years of working in corporate
advertising on brands like L’Oreal
and Oil of Olay, Mallika now
helps women entrepreneurs create
breakthrough, leading brands and
grow their businesses faster through
photography, storytelling, strategy
and branding. She is on a mission
to empower women to stop hiding
and confidently become the face of
their brand. When she's not taking
pictures or building brands, she is
at home with her three sons and
husband, drinking coffee or red wine
and dreaming about their next global
adventure. To learn more about
working with Mallika or to invite her
to speak at your event or podcast,
please email mallika@mikifoto.com
or visit www.mikifoto.com.

Now it's your turn to write your
business bio. Of course, you can
hire a professional copywriter, but I
encourage you to take a stab at it on
your own. Once you craft yours, make
sure you have it in a folder for easy
access. Then go ahead and update
your social media profiles and your
About Me page on your website.
And realize, you will probably have different
versions of this depending on the story, the
people and the place you are sharing it with.
Also, remember: your bio will change over
time as your business evolves. It’s a good
practice to revisit and update.
Mallika
YOURBUSINESS
BIO

KEY TAKEAWAY
Be intentional when it
comes to your elevator
pitch and bio.
Optimize this opportunity
as a powerful tool to
introduce your business
and start a relationship
with your audience.
HOMEWORK
Fill out the worksheets and
craft your own elevator
pitch and bio.
Share the pitch or the
bio with the group for
feedback. Consider posting
a video of your elevator
pitch.
STORY PROMPT BONUS
OnFacebookorInstagram,usethe#fridayintroductions
prompt to share your newly written bio. Or if you're
bold, do a LIVE with your pitch.
THE
TAKEAWAYs

06PITCHPERFECT

CRAFTYOUR
ELEVATOR
PITCH
MY NAME IS ________________________________________________________________________AND
I AM A ______________________________________________________________________________________
__________________________________________________________.
I WORK WITH ________________________________________________________________________
WHO STRUGGLE WITH___________________________________________________________________
_____________________________________________________________________________.
I HELP THEM________________________________________________________________________BY __
______________________________________________________________________SO THAT THEY CAN
________________________________________________________________________________________________
________________________________________________.
LET'S CONNECT BY______________________________________________________________________
_________________________________________________________________________.
Y O U R N A M E
Y O U R T I T L E
T A R G E T C U S T O M E R
P A I N P O I N T
B E N E F I T O R G O A L
Y O U R S O L U T I O N / S P E C I A L S A U C E
D E S C R I B E D E S I R E D O U T C O M E
S T A T E Y O U R C A L L T O A C T I O N
MikiFoto + Co
elevator pitch :
My name is Mallika Malhotra,
and I am a branding expert
and brand photographer
at MikiFoto + Co. I work
with women entrepreneurs
who are tired of hiding
and playing small in their
business. I empower them
to become the face of their
brand and finally share their
message with confidence.
Through photography, visual
storytelling and strategy, I
move them from invisible
to impact so they can grow
their businesses faster. I
would love to connect with
you on Instagram — you can
find me at @mikifotoco.

CRAFTYOUR
PROFESSIONAL
BIO
_____________________________________________ IS A_________________________________________.
BEFORE STARTING______________________________________________________________________,
_____________________________________________WORKED FOR __________________YEARS AS
A ____________________________________________IN ____________________________________________.
TODAY, _____________________________________________ NOW _______________________________
TO __________________________________________________________________________________________
THROUGH HER___________________________________________________________________________.
SHE HAS___________________________________________________________________________________.
SHE IS ON A MISSION TO_____________________________________________________________
_______________________________________________________________________________________________
____________________________________________________________________________________.
_____________________________________________ ENJOYS_______________________________________
AND_____________________________________________.
YOU CAN LEARN MORE ABOUT _____________________________________________ AT
WWW._____________________________________________ OR
CONTACT HER AT _____________________________________________.
Y O U R N A M E
Y O U R N A M E
R E L E V A N T I N D U S T R YR E L E V A N T J O B T I T L E
#Y O U R N A M E
N A M E O F Y O U R B U S I N E S S
Y O U R P R O F E S S I O N A L T I T L E
V E R S I O N O F M I S S I O N S T A T E M E N T
I N C L U D E R E L E V A N T P O I N T O F D I F F E R E N C E / S P E C I A L S A U C E
S P E C I F I C T A S K S Y O U D O F O R Y O U R C U S T O M E R S
B E N E F I T / O U T C O M E
V E R B ( H E L P S ) + C U S T O M E R
Y O U R N A M E
H O B B Y 2
H O B B Y 1Y O U R N A M E
E M A I L O R P H O N E N U M B E R
Y O U R W E B S I T E
MikiFoto + Co Bio:
Mallika Malhotra of MikiFoto + Co
is a professional photographer,
branding expert and author
of The Brand Photography
Playbook. After years of working
in corporate advertising on brands
like L’Oreal and Oil of Olay, Mallika
now helps women entrepreneurs
create breakthrough, leading
brands and grow their businesses
faster through photography,
storytelling, strategy and
branding. She is on a mission to
empower women to stop hiding
and confidently become the face
of their brand. When she's not
taking pictures or building brands,
she is at home with her three sons
and husband, drinking coffee or
red wine and dreaming about their
next global adventure. To learn
more about working with Mallika
or to invite her to speak at your
event or podcast, please email
mallika@mikifoto.com or visit
www.mikifoto.com.

BRANDING IS ABOUT
SO MUCH MORE
THAN WHAT PEOPLE
SEE. IT’S ABOUT
HOW YOU MAKE
PEOPLE FEEL._
Kimberly Haydn

B R A N D C O N F I D E N T I A L | PART SEVEN
07
Includes
C R E A T I N G A M O O D B O A R D
T H E M I K I F O T O + C O M O O D B O A R D
S T O R Y P R O M P T B O N U S : S H A R E Y O U R
C L I E N T E X P E R I E N C E
D E F I N E Y O U R V I S U A L V I B E : D E S C R I B E
Y O U R B R A N D A E S T H E T I C
V I S U A L V I B E B R A I N S T O R M
VISUALVIBE

Develop a
cohesive
aesthetic
for your
brand
NOW that we have clarity on our brand
story, it’s time to move to the creative
part! How can we bring our brands
to life through images? How can we
develop a cohesive aesthetic for our
business? How can we build a unique
visual narrative and avoid the copy-cat
trap? The first step is to gather all of
your ideas and content from the first five
lessons and create a visual mood board.
What exactly is a mood
board or inspiration board?
And why is it important?
A mood board is a tool that will serve
as your visual road map. It will represent
the look and feel of your business — a
collection of carefully curated images
that act as creative direction for your
brand identity. If we don't intentionally
think about our brand "look" and take
time to define it, how are we going to
create a brand that's memorable and
recognizable?
I like to use Pinterest to build this
“digital” mood board, but you could
also do it the old-fashioned way with a
poster board and magazines if you'd like
a tangible board to hang in your work
space. You can even flag your favorite
images on Instagram. You choose your
own creative adventure!

Before you start, I want you
to take a step back and revisit
your mission, your vision,
and all those keywords from
the Brand Brilliance section.
You’ll use those elements as
a springboard to develop your visual
vibe.
Next, think about the feeling you
want people to get when they interact
with your brand. Think about the
mood you want to develop for your
audience. Think about the overall
client experience you want to create.
Think about the look and personality
you want to convey with your personal
brand. Think about the style and
vibe you want to evoke. Jot all these
thoughts on paper.
Start compiling pictures via Pinterest or
from pages in a magazine. Pin pictures,
colors, expressions, locations, outfits,
moods, textures, fonts, environments —
anything that stands out and connects
with your brand story.
Themes and ideas will emerge from the
visual mood board. You might begin to
see patterns and reoccurring stories.
Connect the dots between the images.
When you notice an overarching theme,
write it down and begin to curate and
edit the images to so that the selection
reflects this particular story. Eliminate
any visuals that don’t fit your vision or
brand story. You’ll begin to see your
individual aesthetic and style take
form.
Once your visual vision is complete,
jot down a few words that reflect your
brand identity and style. Is it rustic,
boho and natural? Is it calm, nurturing
and feminine? Is it modern, edgy and
disruptive? Look closely at the stories
and subject matter in the photos. What
are the objects and scenes that keep
showing up? For instance, if flowers
are in several images, maybe you have
a feminine, colorful vibe and should
consider using a floral element in your
visual content. If a beach location
keeps popping up, maybe the serene
ocean colors are something you want
to consider for your website and logo?
This mood board will serve as the
visual reference for your brand style.
VISUAL
MOOD

MikiFoto Style
Vibrant, Fun, Inspiring, Feminine, Sassy
Mikifoto Colors
Soft Pink, Fuschia Pink, Sea Blues
Mikifoto Textures
Confetti, Sand, Floral, Palm Leaves
MikiFoto Mood
Confident, Curious, Colorful
Mikifoto Content
THEMES
Leader, Creativity, Community, Adventure
MikiFoto Subject Matter
Photography, Travel, Speaking, Teaching, Creative
Space, Flowers, Beach, Tribe
WANTTOSEETHEMIKIFOTO+CO
MOODBOARD?

Linking your core story to your
visual vibe is an important step
in developing your brand identity.
Your brand narrative, personality
and values should be reflected
in your aesthetic. Our objective
is to avoid being a copy cat or
looking like a trendy, glossy brand.
Instead, we want to design a brand
that has depth and meaning. We
want to create a sustainable and
cohesive look that you can use for
your business across all of your
marketing from website to business
cards to photography to logos.
Once you've designed this mood
board, this tool can share your
visual vision with people you hire
(like web designers, copywriters,
photographers, etc). It will help
clearly communicate your brand
vibe to anyone who works in your
business and keep them on track
and consistent.
Keep in mind that as your brand
grows and evolves, this is an
exercise that you can revisit and
revise. Our brands are never really
done and set in stone. They change
as we change.
Mallika

KEY TAKEAWAY
A mood board is not just a
collage of pretty images but
a creative tool that will help
define your brand identity
and share your visual vibe
with people on your team.
HOMEWORK
Create your own Pinterest
‘Branding Visual Board’ and
share the link in the group. If
you are familiar with Canva,
try creating a collage of your
top images.
STORY PROMPT BONUS
Your vibe attracts your tribe! Write a
blog post or social media post sharing
the feeling and style of your client
experience. Get personal and reveal
your personality. This is your time to
shine and not play small or hide. Use
a visual that matches the tone of your
content.
THE
TAKEAWAYs

07VISUALVIBE

CIRCLE WORDS THAT BEST DESCRIBE YOUR BRAND AESTHETIC
Not seeing the right words to describe your look?
Add your own words
DEFINEYOUR
VISUAL
VIBE
G L A M
W A R M
R U S T I C
B O L D
F U N
E D G Y
V I N T A G E
F R I E N D L Y
F E M I N I N E
R O M A N T I C
W I S E
S I M P L E
L U X E
M A T U R E
P R O F E S S I O N A L
O U T G O I N G
S O P H I S T I C A T E D
M I N I M A L I S T
L A I D B A C K
F A N C Y
C L A S S I C
D R E A M Y
M O D E R N
S E X Y
B O H E M I A N
A D V E N T U R O U S
R E L A X E D
Y O U N G
C H I C
R E A L
S T R O N G
F U N N Y
V I B R A N T
C A L M
N E U T R A L
C R E A T I V E
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________

color
texture
font
content themes
mood and feeling
Can you identify any patterns
or the connecting themes?
subject mat ter
LOOK AT YOUR BRAND MOOD BOARD AND
BRAINSTORM IDEAS FOR EACH CATEGORY:
VISUAL
VIBES

BRANDING IS THE
ART OF BECOMING
KNOWABLE,
LIKABLE AND
TRUSTABLE._
John Jantsch

B R A N D C O N F I D E N T I A L | PART EIGHT
08
Includes
C R E A T I N G Y O U R B R A N D
S N A P S H O T
A R E C A P O F T H E B R A N D
B U I L D I N G B L O C K S
S T O R Y P R O M P T B O N U S :
S H A R E T H E B R A N D
B U I L D I N G P R O C E S S
S E E T H E M I K I F O T O + C O
C O M P I L E Y O U R O W N
BRAND
SNAPSHOT

Pulling the pieces together
to establish Your brand
identit y
HELLO BRAND BUILDERS! By now,
you understand branding is so much
more than a pretty logo and website. To
build compelling brands like Beyonce
or Starbucks, you must have a strong
message, a clear understanding of your
audience, a powerful promise, and an
authentic visual vibe. You've come a
long way developing the foundation of
your business. Each lesson has helped
you craft your own brand narrative
and has hopefully boosted your brand
confidence along the way!
This week, we’re going to make sure all
these pieces fit together to perfectly
establish your brand identity. Your story
must be strong, clear and consistent
because it will reinforce your credibility
and help you stand out from the crowd.
It’s time to create your Brand Snapshot
— my version of a brand book or brand
bible. This reference identifies the
important concepts your brand stands
for, believes in, looks, feels and sounds
like. This guide acts as a key strategic
document to help you create content
that's on brand and consistent for your
audience. Additionally, this summary
will give others a better understanding
of your story. It’s the perfect tool to
share when you’re ready to hire third
parties (like designers, coaches, VAs,
copywriters, etc). In this one-page
cheat sheet, the essence of your brand
is revealed.
.

How will I use this snapshot?
This summary is not something you have
to share with your audience or post on
your website. It’s more of an internal tool
for you to use when making strategic
decisions for your business. For example,
if you launch a new product or service,
you can verify that it matches your mission
and values. When you name an offering,
you can make sure it reflects your brand
personality. When you write a blog post or
share on Instagram, you can check to see
if the content resonates with your ideal
client. When you pick colors for your logo,
you can verify that the palette matches
your visual vibe. The snapshot will ensure
all your ensure all your products, services,
and customer touch points are carried
out in the most consistent manner. As we
all know, consistency can translate into a
powerful brand!
BRAND
SNAPSHOP

Mallika
B E F O R E W E C R E A T E Y O U R B R A N D
S N A P S H O T , L E T ’ S R E C A P T H E B R A N D
B U I L D I N G B L O C K S
Brand Mission
Why are you running this business?
What drives you? This is the underlying
purpose behind your brand. It's much
bigger than your products/services.
Brand Vision
Where do you see your business in the
next 5 years? What impact will you be
making? This is the future movement you
hope to create with your brand.
Brand Values
What do you believe in and stand for?
These are the principles that act as a
guiding force for your work.
Brand Personality
What is your energy and vibe? How do
you make people feel? Think about the
words that your family, friends, clients,
etc. use to describe you.
Ideal Client
Who are you best equipped to serve?
Can you niche down? Think about your
ideal client and their pain points. Pick an
audience that you can achieve the best
results for, you are passionate about,
and who can afford you.
Congratulations!
You should have answers to all of
these questions and now have a
strong foundation for your brand
and story.
Brand Voice
What is your tone and communication
style? Be authentic to you.
Brand Difference
How are you unique and different from
the competition? Understanding your
special sauce is critical to standing out!
Brand Transformation
What is the outcome or results that
you give to your clients? Go beyond the
features of your work and think about
the change you create.
Visual Vibe
What is your visual aesthetic or look?
Own your unique style and never be a
copycat.

KEY TAKEAWAY
Clarity and consistency
are essential to creating a
powerful brand.
HOMEWORK
Fill out the worksheet and
take a snapshot of it to share
in the group. Also, save a
version of this for yourself
and keep it handy to share
with people you hire. You
may even consider printing
it out and hanging it in your
workspace as a reminder.
STORY PROMPT BONUS
Take a pic of your worksheets and share
them on social media via Facebook or
Instagram. Talk about the process of
building your brand. Your audience will
feel inspired with your dedication and
work ethic.
"A strong brand takes time! Check out
the behind the scenes in developing
my brand story and creative empire in
the #brandconfidential program. I've
learned this ___________ and this
___________ along the way. I feel
super ___________ about what's
next!"
THE
TAKEAWAYs

08BRANDSNAPSHOT

V I S U A L V I B E
Vibrant, feminine and fun.
B R A N D
T R A N S F O R M A T I O N
Lost to Leader, Invisible
to Impact, Confused to
Confident
B R A N D V O I C E
Confident, personal, real
and sassy.
B R A N D D I F F E R E N C E
Not just pretty pictures, but
powerful storytelling and
brand strategy that builds
connection and conversion.
B R A N D P E R S O N A L I T Y
Fun, inspiring, confident
and smart.
B R A N D M I S S I O N
Empower women to stop
hiding in their business and
confidently become the face
of their brand.
B R A N D V I S I O N
Building a community of
confident, leading female
living their best life.
B R A N D V A L U E S
Connection, community,
curiousity, empowerment
and individuality.
I D E A L C L I E N T
Ambitious female solo-entrepreneur aged 35+ in a service-
based, saturated industry. She is active online, has invested
in her professional and personal development, and is looking
to scale her business. She is tired of playing small and
desires to be the go-to expert in her industry. She wants to
be a leader and create a meaningful impact.
MIKIFOTO+CO
BRAND
SNAPSHOP

V I S U A L V I B E
B R A N D
T R A N S F O R M A T I O N
B R A N D V O I C EB R A N D D I F F E R E N C EB R A N D P E R S O N A L I T Y
B R A N D M I S S I O N B R A N D V I S I O N B R A N D V A L U E S
I D E A L C L I E N T
YOURBRAND'S
SNAPSHOP
Now it’s your turn to put your brand pieces together.
Go back to your previous lessons and plug your brand
elements into this worksheet. (Make sure to print and
save it!)
C O M P A N Y N A M E

MARKETING IS NO
LONGER ABOUT THE
STUFF THAT YOU
MAKE, BUT ABOUT
THE STORIES YOU
TELL._
Seth Godin

B R A N D C O N F I D E N T I A L | PART NINE A
09ª
Includes
V I S U A L S T O R Y T E L L I N G T O B U I L D
Y O U R B R A N D
W H A T I S V I S U A L S T O R Y T E L L I N G ?
I M A G E # 1 : Y O U R P O W E R P O S E
I M A G E # 2 : W O R K I N G G I R L
I M A G E # 3 : P A S S I O N P O R T R A I T
Y O U R H E A D S H O T
Y O U R P O W E R P O S E C H E C K L I S T
W O R K I N G G I R L B R A I N S T O R M
P A S S I O N P O R T R A I T B R A I N S T O R M
B O N U S : H O W T O H I R E A B R A N D
P H O T O G R A P H E R
PHOTOS
THATTELL,
THENSELL

Capture your
client s
at tention in a
noisy world
IT'S A crowded, noisy world out there. There
are thousands of brands and businesses
shouting to get your client’s attention. From
advertising to email blasts to social media,
the modern-day customer is bombarded with
messages on a minute-to-minute basis. It’s
time to face reality: the competition is fierce
and our markets are saturated.

As a business owner, it feels like
we're fighting an uphill battle when
we try to stand out from the crowd
and connect with our audience.
Often, we feel frustrated, lost and
invisible.
How in the world do we get our
client’s attention when we’re in
a world of information overload?
How can we convince them to hire
us versus the competition? How
can we position ourselves as the
expert so they return to us every
single time?
Research shows us that the
sheer visibility of a brand leads
to perceptions of success and
leadership. If your brand is SEEN
more often, your audience will
assume you can deliver on your
promise. You have credibility. If
you're unknown and unseen, you’re
just not as trusted. It' time to dive
deep into storytelling through
photography and learn how it can
help build your business and bring
your brand to life.
TWOWORDS:
VISUALSTORYTELLING What is Visual
Storytelling?
Visual storytelling is a narrative
using images, video, illustration,
infographics and social media.
It’s the idea of showing, not
telling.
Humans are visual creatures.
Think about it: before we make
any buying decision, we go
straight to the website and click
on image after image. We stalk
people’s Facebook photos to
gauge their personality and
determine if they are a good fit.
We scroll through Instagram,
double tapping pictures that
catch our eye and our hearts.
We create Pinterest boards and
pin photos for life’s occasions.
Human beings crave visual
content.
In fact, 90% of the time, the
information sent to our brain is
visual. Our brains process these
images 60,000 times faster
than text. Visuals allow us to
understand ideas better, faster
and longer. Especially in our
world today, where attention
spans are decreasing, visuals
can make an impactful first
impression. What impact does
Visual Storytelling have?

Connect with your
audience
Storytelling images allow you to breathe life
and personality into your brand. As you share
your story, your audience starts to know, like
and trust you. They see your brand as more
than just a product or service.
Stand-out story
Professional photos help you get noticed,
grab your audience’s attention, and make your
brand memorable. In today's digital, noisy
world, we need powerful tools like imagery to
capture our audience.
Elevate your expert status
Professional photos differentiate the leaders
from the amateurs. In today's competitive
marketplace, great photos can position you as
the authority or go-to expert in your market.
Achieve depth
Your brand is more than a pretty headshot.
Through visual stories, you can give your brand
soul and depth. By sharing your mission, your
vision, and your values, you build a stronger
relationship with your audience. This can lead
to a sense of community and belonging.
THE
IMPACT

Let's take a look at the different types
of photos your business needs to stand
out and make an impact. Don’t panic, you
don’t have to book a brand photographer
right now (unless you are ready!). You
can create many of these images with a
friend who has a nice camera or even on
your own with a smartphone. The goal is
to start thinking about your own photo
stories and building your visual library.
You want to feel confident that you have
enough visual assets for all your marketing
channels.
Mallika

Also known as your headshot,
this image is your first
impression and often the
initial point of contact with
your business. Consider it
your virtual handshake. Every
business person must have
this image in their brand library because
it communicates that you are a legitimate
business owner and not an amateur. It
should look professional and polished with
a touch of personality. It’s traditionally a
tight, close-up portrait from the shoulders
up with a clean background.
Be consistent and use one headshot
across your social media platforms so your
audience starts to recognize you. Grab
your favorite image and use it for your
LinkedIn, Facebook and Instagram profiles
(go do this now!). This will help you stand
out and make you memorable.
Beware of an outdated headshot. You
really want to resemble the person in
your image. There's something suspicious
about meeting someone in person who
looks nothing like their photo. Even worse
is if you don’t have a photo at all! Also
be weary of the stuffy, corporate-styled
image. Nowadays, you don't need to use
a boring screen or sterile white space
for your backdrop. In my opinion, those
shots feel stiff and robotic. As long as the
background is non-cluttered and clean,
you can consider more modern options. A
real, modern space will help position you
as current and relevant. Plus, it will make
you feel real and authentic.
Lastly, if you're using an old, random photo
that you cropped yourself out of (or you're
using an image of you with your cat), it's
time to think about booking a professional
headshot session. You can only make one
first impression, so make sure it's a GOOD
one!
Places to use your headshot: Online Profiles
(Facebook, Instagram, Pinterest, Linkedin),
Website (Home Page Intro, About Me page,
Contact Me), Email signature, Business
Card + Postcards, Newsletter, Facebook
Group Introductions (attach a photo when
you share your short bio).
THE
IMAGES

You’re killing it day in and day out, so
take your audience on the journey of
your daily work life through visuals.
Answer the question your potential
clients probably have on their minds:
how do you do your job?
Start by writing out every step of your
unique process. From the onboarding
of clients to the final stage, map out
your steps. Share what you do, how you
work, when you work, and where you
work. Often, there are many steps that
our audience is unaware of or doesn't
even realize is part of our job.
Now, take a close look at all the actions
and think about visual stories that can
demonstrate your process. If you're a
real estate agent, show us your office
or the types of homes you sell. If you're
a personal stylist, show the places you
shop at and the kinds of services you
provide your client. If you're an interior
designer, show usyour tools and
materials. Give us a behind the scenes
glimpse into your daily work life.
Remember to highlight the stories that
can set you apart. What is unique about
your customer experience? How can you
communicate your USP (unique selling
proposition) through pictures? What
sets you apart from the competition?
If you’re a business consultant, maybe
you only work in person and 1-1. If
you’re a realtor, maybe you specialize
in homes off the NJ transit train line. If
you’re a fitness trainer, maybe you're an
expert in couples workouts. If you’re a
chef, maybe you specialize in teaching
families how to cook together. Think
about the distinctive parts of your
brand, and focus on how you can use
visuals to bring that process to life.
Places to use your working girl portrait :
website, social media, email newsletter,
sales page, facebook ads, everywhere!
Images that demonstrate your process
will not only explain what you do
BETTER but also create depth for your
brand.

How do you feel about your business? How
do your clients feel when working with you?
Communicate this mood and vibe through
visuals. Tie it to the personality of your
brand. Remember, business is not always
transactional. People hire people based on
a FEELING. These storytelling images will
add emotion and dimension to you and your
work, connecting you to the hearts of your
clients.
Use story, expression, emotion, movement,
and props to communicate your passion.
Your audience will start to feel something
and feel connected to you on a personal
level rather than strictly a business one.
When this happens, you can create a sense
of loyalty. Soon clients begin to not only
refer you to friends and colleagues, but
come back to you time and time again.
They will find your brand irresistible and
irreplaceable.
Places to use your passion portrait: website
home page and work with me page, blog
posts, social media, newsletters, sales
pages.
Coming up next, I’ll share three more
types of visuals (Lifestyle Lens + Future
Forecast + Styled Stock) to have in your
brand library. All of these brand images
will boost your visibility and infuse energy
into your brand.
Mallika

KEY TAKEAWAY
When you invite the viewer into your story,
they feel more attached to your brand.
Brand photos are a powerful way to grab
attention and build connection with your
audience.
HOMEWORK
Fill out the worksheets and set aside some
time to do an audit of your current brand
photos. Start pulling the visuals together,
both professional and DIY, into one folder
(Dropbox or Google). Identify any gaps or
images that need to be updated. Share your
favorite headshot, working girl or passion
portrait with the group.
STORY PROMPT BONUS
Update your profile pic on your personal and/
or business Facebook page with your favorite
headshot and use the caption area to share an
announcement or your latest offering. A new
headshot always gets likes and comments so
don't waste the caption real estate and use it
wisely. Share some news about your brand!
THE
TAKEAWAYs

09TELLTHENSELL

POWERPOSE
CHECKLIST
IS YOUR HEADSHOT IN FOCUS, WELL LIT AND OF GOOD QUALITY?
WAS THIS IMAGE TAKEN IN THE LAST 5 YEARS?
DOES THE PHOTO LOOK OUTDATED?
DO I STILL LOOK THE SAME?
DO I LOOK LIKE A PROFESSIONAL?
DO I LOOK APPROACHABLE?
IS THERE A HINT OF PERSONALITY IN THE IMAGE?
IS THE IMAGE MEMORABLE?
IS THIS A PHOTO WHERE I CROPPED MYSELF OUT?
AM I PROUD TO SHARE THIS IMAGE ONLINE?
yes | no
yes | no
yes | no
yes | no
yes | no
yes | no
yes | no
yes | no
yes | no
yes | no
*If you answered 4+ nos, it 's time for an
updated headshot!
A C T I O N T I P
Go update your headshot on
your social media profile. But
don’t just upload a new image,
also pair it with a caption that
has some kind of news or an-
nouncement. This will create
some energy around your
brand!

List out all the steps in your process from
start to finish. (Answer the who, what, where,
when, how.)
List the areas that are unique and different
in your client experience. Consider capturing
these steps with your smartphone or put it on
the list for your brand photographer.
WORKINGGIRL
BRAINSTORM
Consider these
additional work life
photo stories to bring it
to life for your brand:
O F F I C E
W O R K S P A C E
R I T U A L S
R O U T I N E S
T O D O L I S T
W O R K I N P R O G R E S S
T O O L S
R E S O U R C E S
B E H I N D T H E S C E N E S
C R E A T I N G P R O C E S S
C L I E N T M E E T I N G
S T U D I O T O U R
D A Y I N L I F E
T E C H N O L O G Y
T E A M
C L I E N T G I F T S
C L I E N T E X P E R I E N C E
C A L E N D A R
D E L I V E R A B L E S

PASSIONPORTRAIT
BRAINSTORMWHAT DOES IT FEEL LIKE TO WORK WITH YOU?
__________________________________________________________________________________________________
WHAT IS THE PERSONALITY OF YOUR BRAND?
__________________________________________________________________________________________________
__________________________________________________________________________________________________
WHAT EXPRESSIONS CAN DEMONSTRATE YOUR VIBE?
__________________________________________________________________________________________________
__________________________________________________________________________________________________
HOW DO YOU FEEL ABOUT YOUR BUSINESS?
__________________________________________________________________________________________________
__________________________________________________________________________________________________
WHAT IS THE TRANSFORMATION FOR YOUR CLIENTS?
__________________________________________________________________________________________________
__________________________________________________________________________________________________
WHAT STORIES CAN DEMONSTRATE THESE FEELINGS?
__________________________________________________________________________________________________
__________________________________________________________________________________________________

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