Building a Brand That Communicates Your Story

Your business has some cash on the books (but not as much as you’d like). You have an ideal client (even if you don’t know it yet). And you have a vision of where you’re going (it’s there, if you look). But you’re just not there yet.

If you’re already saying, “Ah geez, yet another thing telling me that I don’t have the thing I really need and how horribly painful it is,” . . . just hold on a minute! It’s really no tragedy: The place where you are now (existence) and the place where you want to be (profits, loyal clients, and strong vision) are actually not that far apart — not if you build the right thing.

So, what’s the bridge?

 A brand.

You need a brand strategy — one that truly communicates your story in a professional way. A brand with smarts, style, and soul —one that communicates exactly what your business is about — isn’t going to come from a $99 template or a “free” web site design with a ridiculous monthly fee and contract; you can’t find it on Guru.com or Elance.com. Your brand is more than a work-for-hire one-off to outsource to the cheapest bidder.

The templates and cousins-in-law who offer to help and factory-style writing and design are not a bad place to start (especially when you’re not totally clear about what you’re doing). We applaud you for starting, in fact, because most people never do. Starting is step one (well done!), but brand strategy is step two (we can tell that you’re ready).

 Why Don’t the Templates Work Anymore?

Because you’ve evolved beyond them (congrats again!). Brand strategy doesn’t come from a checklist. Telling your story is an art. And finding the words and images that best communicate that story is a process of discovery. All of it involves tough questions, strong insights, and, well . . . work.

That’s why copy strategist Judi Ketteler and visual brand strategist Claudia Sandman are partnering to bring you BrandCom, a four-week webinar-style class that lays the foundation of your brand strategy. It’s not a magic answer. It’s work. But it actually works.

Once you have a solid brand strategy, a lot of things start to fall into place:

• You’re clear about why you do what you do, and who you are targeting (your ideal client).
• You’re much more attractive to those potential clients (clarity is the best sales tool around), and you build a loyal tribe of followers.
• You know how to focus your marketing efforts because you have a solid message, and you know who needs to hear it and see it.
• You feel more confident and less frazzled, because you’re no longer chasing every lead out there.
• You’re able to grow your business into the best version of itself.
• You reap the reward of higher profits.

We packed as much as we could into BrandCom for two reasons. First, we want to provide you with real value (you get what you pay for). And secondly, at the end of the four weeks, we want you to know exactly what your brand strategy is, so you can live it, breathe it, sing it as a lullaby, or recite it at cocktail parties.

 Here’s what BrandCom includes:

• Eight calls (twice a week; Tuesdays and Thursdays at 2 p.m. EST). Tuesday calls are 45-minute teaching calls; Thursday calls are 30-minute Q&A.
• One 45-minute copy consult with Judi.
• One 45-minute design consult with Claudia.
• Workbook with all lessons, along with MP3 [?] files [webinar links?] for all calls.
• Surprise gift (no hints!)

So, what do we talk about on those calls? We built BrandCom around four modules — basically, four questions: Why? What? How? Who? Each module will get you one step closer to your completed brand strategy. Along the way, we’ll introduce exercises and look at case studies, making it a mix of hands-on homework and reflection. We’ll take you through the same process that we’ve taken dozens of clients through, in a highly-targeted, accelerated way.

By the way, if you’re wondering who we are anyway, visual brand strategist Claudia Sandman of Oomph Design is visual branding specialist and graphic designer. She works with entrepreneurs, businesses, and nonprofits to strategically design a brand identity that is aligned with and communicates their company’s unique selling proposition, personality, and passion. She knows that in the blink of an eye, your brand speaks volumes, communicating exactly what you’re about and which clients you want to attract. That’s why she designs brands that function like visual homing devices — zeroing in on your ideal clients and speaking directly to them. She’s worked across industries, from industrial to healthcare to furniture, for both large and small companies. Some of her clients include Neilson Catalina Solutions, Link Training and Consulting, Girl Scouts of Kentukiana, and HealthBridge. (Sounds like you probably want her in your corner.)

Copy strategist Judi Ketteler has been writing stories since she was eight years old. Now, she makes her living telling the stories that help people connect to the products, services, and information they most need. Judi deeply believes that your story — whether it’s in the form of three lines of copy on a home page or a 2,000-word profile— is your best thing. Judi excels at helping entrepreneurs write the web sites and marketing materials that grow their businesses. A magazine-industry veteran, she’s written for dozens of women’s and lifestyle magazines and web sites, such as Better Homes & Gardens, Self, Woman’s Day, and many others. Because she’s passionate about sewing, women’s history, and vintage bargain-hunting, she decided to write a book about it. Sew Retro: A Stylish History of the Sewing Revolution + 25 Vintage-Inspired Projects for the Modern Girl was published by Voyageur Press in 2010, and is coming upon its second printing. (You never know when she might randomly sew something pretty for you.)

Here’s the date you need to know: BrandCom kicks off Tuesday, January 24, 2012.

 We thought about giving everything a value, adding it all up and tricking you into thinking it’s worth 10 times more than we’re charging. But that’s not part of our brand strategy because it drives us crazy. So, here’s the deal: it’s $550.

Wow, you look ready. Here’s that link to register!

What, you didn’t click? Are you ready to build that bridge? Are you ready to sit down and strategize like the crazy smart business owner that you are?

Great! Then, you should register now, and officially kick off 2012 as the year of smart decisions.

Register me for BrandCom right now!