4. This DIY workbook is designed for passionate changemakers who want to show up in
their lives fully. They want to make an impact. They are committed to aligning how
they spend their days, with their deepest values.
In this section we'll be going through a process of discovery. The goal here is to get
you clear on who you want to work with, why you want to help them, and what
value you specifically provide. And then how to craft your messaging to reach them.
I'll be prompting you with tons of questions. The goal here is to engage in what
Einstien calls "Combinatory Play;" To think outside the box, ironically we have to
stop thinking. So try not to OVER think things. This is a process of mining for gold.
We'll be stirring up all kinds of sediment, knowing the nuggets will shake out once
we get everything else out of the way.
This playbook will serve as your guide as you build your brand and communicate
your unique value and messaging.
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5. What do you love about working with these populations?
What problem do you solve?
Who do you serve? Think about how you want to connect. Do you want to
work directly with clients? Do you want to work business to business? Do
you want to work with institutions. Really think about what you enjoy
doing, and how you like to spend your time.
Brand Alignment
YOU are what makes your work unique.
So let's dig into what makes you different.
What do your friends and coworkers say when they introduce you?
04
What would you do all day if you had the time?
6. 05
What do people say you're great at?
What business are you really in? Get under the surface. For example, hairstylist
are really in the empowerment and industry. Real estate agents sell comfort.
What need to you meet for your clients? What problem do you solve?
Who are the people who typically have this problem?
What do colleagues and friends complain about that you find effortless?
What life experiences are relevant to how you show up in your work?
7. What kinds of setbacks and challenges have you overcome?
What type of formal and informal education do you have?
What kind of "street cred" do your bring?
What specific skills do you offer?
Make a list of your strengths here:
DIG
DEEPER
Think about everyone who struggles with the problems you solve. Out of
that demographic who are the people or institutions you can best help?
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8. Ask yourself, who do you REALLY want to work with?
Be honest with your answer.
GET SPECIFIC
Blogs, websites they follow? Podcasts they listen to? Where do they already
hangout? How can you connect with them?
How does this problem make them feel? How can you connect with their ethos?
Why do they need a solution so badly?
What will happen if they don't find a solution? Get specific--how much time
will they lose? Money? What's at stake?
What would be their ideal solution to this problem?
07
How can you bring your soul to your work?
9. What are the Fundamental reasons why your
clients need your help?
What are your ideal clients biggest values?
08
10. Take a minute and get clear on who you
DON't want to work with.
Just because someone needs your services, doesn't mean they know they need your
services, or WANT your services. Stick with where you can make the impact you crave.
Don't be afraid to get the wrong people and organizations out of the way so you
can connect with the right ones!
Homework
The best way to figure out what your clients need from you,
and how they want it delivered, is to ASK them!
Your homework is to talk to 5 to 10 people that need your services or offerings.
What do they need?
What have the tried previously?
What would the ideal solution look like for them?
This is a dialogue, don't feel trapped in by certain questions or expectations. Be
open to where the conversation leads as well as new discoveries.
09
12. YOU
are at
the heart of
your Brand
YOU
are at the
core of your brand
Strengths/
Weaknesses
Values/
Beliefs
Why I
care
How I
help
who I
help
temperment/
personality
Unique
VAlue or spin
my ideal
clients
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16. Building Blocks to establish
your Brand + Authority
Your name and title:
What you do:
Who you help:
Why you help:
Your Elevator Pitch
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17. EX: Elevator Pitch
Ex: "Hi I'm Tiffiney Lozano, creative entrepreneur and
brand strategist. I help innovators and changemakers get
clear on how they can show up fully in their work and then
create a dynamic brand that empowers them to make the
most impact about what they care about."
What words and phrases best communicate your ideals
This is how we build an authentic brand
Let's sift through the answers you gave in section one and mine for the gems. Look for
reoccurring themes, keywords and values.
Assignment: Write out as many phrases as you can that represent you, your mission and
your values. Ex: "Connection through Creativity" is something I use in my business
working with stay at home moms. Or "Brand Alignment" or "Branding with Intention."
Use these every opportunity you have to create brand awareness and consistency. Use one
under your email signature, in bios when you appear in print or on a website, anywhere
you are interviewed or featured, or anywhere you have the opportunity.
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18. Value Driven Words
How do you want people to feel as they experience your brand
or have an interaction with your work?
Here's a few words to get you thinking
Innovation
Inspiration
Disruption
Holistic
Authentic
Purpose Driven
Alignment
Connection
Community
Empowerment
Passion
Participatory
Engaged
Curiosity
Creative
Brilliant
Visionary
Experiential
Prosperous
Abundant
Integrity
Educational
Motivational
Development
Sustainable
Integral
Organic
Dreamer
Results-Driven
Guidance
Raising the bar
Integration
Intuitive
