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Marketing Industry Personal Brand Book

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Brand Strategy by http://www.kayeputnam.com

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Marketing Industry Personal Brand Book

  1. 1. Scott Oldford Brand Strategy
  2. 2. C O N T E N T S This brand standards document explores the message, visuals, and expression of your brand. 1. B R A N D F O U N D A T I O N 2. W O R D S & C O N T E N T 3. D E S I G N & V I S U A L S 4. L I V E Y O U R B R A N D BRAND GUIDELINES SCOTT OLDFORD
  3. 3. BRAND GUIDELINES SCOTT OLDFORD Brand Foundation
  4. 4. C O M M I T M E N T Your Brand Commitment are the basic building blocks of your business: who you serve and the value you provide to them. 1 . B r a n d F o u n d a t i o n C o r e I d e a I help business owners get from 6- to 7-figures through group and 1-on-1 coaching. Yo u r G o a l Clarify my brand message so that it’s distinct from my other businesses. W h o Yo u S e r v e I serve ambitious entrepreneurs with online businesses grossing $150,000 - $500,000 in revenue. These entrepreneurs want more impact and space to get off the “6-Figure Hamster Wheel” and grow to 7-figures. T h e E n d R e s u l t My clients will have more options. They will have the financial freedom to hire employees, invest in business technologies and operations, and dedicate more time to their personal lives. BRAND GUIDELINES SCOTT OLDFORD
  5. 5. C O N T E X T The Context of your brand is the world that you operate within. It communicates your position in the market. It also takes into account the cultural context your brand operates in and the movement you want to create. 1 . B r a n d F o u n d a t i o n H o w Yo u A r e D i f f e r e n t I don’t put myself on a pedestal. I don’t tell my clients they need to do everything I’ve done in order to be successful. I’ve made mistakes and I’m willing to share my mistakes and unconventional methods in order to help my clients find their own success. I also rigorously test any and all methods I teach to ensure they’re not bullshit. Other online entrepreneurs teach the same methods that have been preached for years, but today’s market is constantly evolving. My methods are constantly changing to meet today’s needs and challenges. I am very focused on building thriving communities because I understand the value of connecting with peers and mentors. BRAND GUIDELINES SCOTT OLDFORD
  6. 6. C O N T E X T The Context of your brand is the world that you operate within. It communicates your position in the market. It also takes into account the cultural context your brand operates in and the movement you want to create. 1 . B r a n d F o u n d a t i o n C u l t u r a l C o n t e x t -People are trusting online marketers less and less. Marketing channels are getting more and more saturated so you HAVE to get smarter and adapt your methodology to be successful. -Leads are getting more and more expensive. - Online entrepreneurs are becoming more mature. There’s a growing community of 6-figure entrepreneurs looking for the next step in developing their business and reaching further success. BRAND GUIDELINES SCOTT OLDFORD
  7. 7. C H A R A C T E R The Character of your brand is the core of your brand identity. It explains how you show up in the world, what motivates you, and what draws people to you on an unconscious level. The character of your brand is what creates an emotional relationship with your ideal clients/ customers. 1 . B r a n d F o u n d a t i o n M a v e r i c k & G u y N e x t D o o r P e r s o n a l i t y A r c h e t y p e s The Maverick Brand Personality demonstrates that I am on a mission to destroy what’s not working in the online marketing industry. I am willing to share my vulnerabilities and missteps for the benefit of my clients. I know my way isn’t the only way. My clients don’t need to change who they are to be successful. Anyone can do what I do with hard work and dedication. When they encounter my brand, my audience FEELS: Challenged, motivated, validated, charged, and capable. I a m : • Provocative but not unrealistic • Intelligent but not geeky • Self-deprecating but not negative • Down-to-earth but not average • Self-aware but not egotistical BRAND GUIDELINES SCOTT OLDFORD
  8. 8. C H A R A C T E R The Character of your brand is the core of your brand identity. It explains how you show up in the world, what motivates you, and what draws people to you on an unconscious level. The character of your brand is what creates an emotional relationship with your ideal clients/ customers. 1 . B r a n d F o u n d a t i o n P o i n t o f V i e w I n t e r n e t m a r k e t i n g i s b r o k e n 
 You don’t need another guru to grow your business. Most famous entrepreneurs are broke. There is no secret to success. Be who you are and work hard. Success is possible for you. C a s h f l o w c r e a t e s s u s t a i n a b i l i t y 
 Money gives you freedom. Freedom to make choices - to delegate, to hire, and most importantly, to work in your zone of genius. D o n ’ t d o e v e r y t h i n g y o u r s e l f 
 Figure out your strengths and work in that area of expertise. Hire out everything else. I a m n o t s p e c i a l 
 Given the right mentors, techniques, and a strong work ethic, anyone can run a successful business. I faced many challenges growing up, including being dyslexic. I overcame those challenges by working hard and I achieved success. You can too. B e u n u s u a l 
 Be willing to do the weird and unconventional to get better and different results. Don’t just follow the norm. S u c c e s s i s n ’ t e a s y o r s i m p l e . 
 Nor are my techniques easy and simple, my methods take hard work. You will nurture prospects over time and achieve more success as a result. BRAND GUIDELINES SCOTT OLDFORD
  9. 9. M a n i f e s t o Above all else, work to benefit your community even if it pisses people off. BRAND GUIDELINES SCOTT OLDFORD
  10. 10. C R E D I B I L I T Y The final ‘C’ of your Brand Foundation is your Credibility. These are the reasons why people choose you over other options in the market. They are your “proof points” and “reasons to believe.” 1 . B r a n d F o u n d a t i o n M y ‘ U n f a i r A d v a n t a g e s ’ A r e : M y e x p e r i e n c e : I have been an entrepreneur since I was 9 years old. I started my first internet business at 12. I know how to build a successful business and I know how to nurture prospects into paying clients to build a successful business. I also have vast experience on both spectrums of business performance - failure and success. I’m an open book and share all my life experiences to benefit my clients. M y a b i l i t y t o d e l e g a t e : I don’t try to do everything myself. I understand the benefit of leaning on others to get things done. I spend my time in areas where I excel and bring true benefit to my business. I find peer experts to handle all other areas. This gives me the flexibility to focus my time on passing my methods and techniques on to my clients. I l i v e b y e x a m p l e : I test out all methods I teach to my clients. I ensure they truly work by applying new concepts to my own business and only pass along techniques that my own businesses have proven successful. BRAND GUIDELINES SCOTT OLDFORD
  11. 11. BRAND GUIDELINES SCOTT OLDFORD Words and Content
  12. 12. T O N E O F V O I C E Your brand communication is straight forward and comprehensive. You are real with your audience and aren’t afraid to call bullshit on techniques that don’t work in today’s market. Your voice reflects change while also being relatable to the entrepreneurial audience. You are willing to be the guinea pig for your clients and will only offer methods that have worked for your own businesses. The content and messages used in your brand must be a strong mix of bold ideas and relatable content. Yo u w i l l s o u n d : • Smart • Casual • Practical • Relatable • Challenging • Thorough • Uninhibited A n d N o t : • Preachy • Refined • Uncertain • Static • Unrealistic BRAND GUIDELINES SCOTT OLDFORD 2 . W o r d s & C o n t e n t
  13. 13. W O R D B A N K • Impact • Leverage • Sustainability • The Waterfall Effect • 6 Figure Hamster Wheel • Freedom • Rocket fuel • Delegate • Millionaire • Zone of genius • “Drink your own Kool-Aid, just don’t swim in it” • Unfair advantage • Purpose • Pursue • Live rich? • Scale/scalability • Focus • SSF Method • Work ethic BRAND GUIDELINES SCOTT OLDFORD 2 . W o r d s & C o n t e n t
  14. 14. T A G L I N E • Path to Unconventional Success • Unconventional Profits • From Overworked to Effective • Path to Predictable Profit • Predictable Profit • From Uncertainty to Exponential Impact • From Chaotic Success to Predictable Growth (Success?) • From Chaotic to Expected Your tagline is a “catch phrase” that describes your work to others at a glance. It can also be used as your main headline on your website. BRAND GUIDELINES SCOTT OLDFORD 2 . W o r d s & C o n t e n t Ta g l i n e E x p l o r a t i o n
  15. 15. M y l i f e e x p e r i e n c e s I’ll share challenges I’ve encountered, both while growing up and in business. I’ll talk about times I’ve shifted methods and why I decided to try something new. Any story that demonstrates this theme: If you are wiling to put in the work, you can be successful. U n p o p u l a r o r u n c o n v e n t i o n a l m e t h o d s I’ll expand my audience’s viewpoints on what’s possible or what’s right by sharing my own unconventional methods and how they brought me success. I’ll provoke their curiously about who I truly am and the aspects of my personality that make me different from other online marketers. R e a l b u s i n e s s e s t h a t a r e d o i n g i t r i g h t 
 I’ll further develop my community and live by example by sharing where I’m currently getting my inspiration. I’ll share what successful businesses I’m following, especially the businesses that aren’t famous or the flavor of the month. I’ll share real successes and emphasis how these businesses have gained success through being themselves, not molding to a specific norm, and demonstrating a strong work ethic. S T O R I E S BRAND GUIDELINES SCOTT OLDFORD 2 . W o r d s & C o n t e n t
  16. 16. C O N T E N T T H E M E S • How to’s and step-by-step processes • What’s working now • What’s not working now • Introductions to people within my community Use these themes as starting points. Always relate your blog posts or social media posts back to themes that are “on brand” for you. I m p o r t a n t : BRAND GUIDELINES SCOTT OLDFORD 2 . W o r d s & C o n t e n t
  17. 17. BRAND GUIDELINES SCOTT OLDFORD Design and Visuals
  18. 18. M O O D B O A R D 3 . D e s i g n & V i s u a l s The moodboard was curated to express the “mood” of the brand and to inspire all visual decisions. Your shapes are strong and sharp . The colors show your rebellious nature. Your brand will have a challenging tone towards the “norm” along with approachable messaging towards your ideal clients to complement your guy next door personality. BRAND GUIDELINES SCOTT OLDFORD
  19. 19. C O L O R S 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  20. 20. T Y P O G R A P H Y Your font choices are a mix between modern and casual further identifying with your approachable brand and constantly evolving methods and techniques. 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  21. 21. F O N T S I N A C T I O N This is a description paragraph. It explains the purpose of the page and describes the title to the left. H E A D L I N E L E V E L 1 1. Example 2. Example 3. Example 4. Example This is a description paragraph. It explains the purpose of the page and describes the title to the left. This is a description paragraph. It explains the purpose of the page and describes the title to the left. H E A D L I N E L E V E L 2 • Example 1 • Example 2 • Example 3 • Example 4 “This is a quote from a very impressive person.” 
 I M P O R T A N T P E R S O N 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  22. 22. L O G O Your logo further symbolizes themes important to your brand. The breaks in the lines demonstrate the gaps in your clients business that you fill with your methods. The logo itself symbolizes the path to success, while the large amount of detail in your logo matches your attentive teaching style. 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  23. 23. P A T T E R N S The graphic styles used in your brand will add another layer relatability and rebellion to your brand. Your design styles are bold and uninhibited to match your strong personal themes and messages. 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  24. 24. BRAND GUIDELINES SCOTT OLDFORD Image Style
  25. 25. I M A G E D O ’ S When choosing images for your brand, pick ones like these. Goofy photos of you (once people are in your “circle”) Cityscape - Toronto 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD Approachable photos of yourself Textured/Grungy Backgrounds
  26. 26. I M A G E D O N T ’ S When choosing images, avoid ones like these. Formal or corporate work scenes Anything with too bright of colors 3 . D e s i g n & V i s u a l s Too much luxury Nature scenery BRAND GUIDELINES SCOTT OLDFORD
  27. 27. S A M P L E D E S I G N S 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  28. 28. S A M P L E D E S I G N S ( S O C I A L ) 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  29. 29. S A M P L E C O N T E N T 3 . D e s i g n & V i s u a l s BRAND GUIDELINES SCOTT OLDFORD
  30. 30. BRAND GUIDELINES SCOTT OLDFORD Live your Brand
  31. 31. I d e a E n e m i e s B R A N D 
 E N E M I E S • Blindly following your idols • You’re the best at everything - no one can do better than you • You need permission to take action • Business doesn’t change • Focus too much on your ventures with other people • Appear too polished • Put yourself on a pedestal • Swim in your own Kool-Aid • Criticize 6 figure businesses - instead encourage N o t t o d o l i s t • A guru • For everyone • A nurturer - not going to hand hold W e a r e n o t BRAND GUIDELINES SCOTT OLDFORD 4 . L i v e Y o u r B r a n d
  32. 32. C r e a t e W e b s i t e To g e t h e r • Additionally, continuously use formats and brand standards on all updates W r i t e n e w l e a d m a g n e t • Again, keeping “on brand” to updated standards G r o w 6 - 7 + F a c e b o o k G r o u p 
 D e c i d e o n c l i e n t f u n n e l b e t w e e n b u s i n e s s e n t i t i e s C o n t i n u e : P u r s u i n g p r e s s o p p o r t u n i t i e s A C T I O N S T E P S BRAND GUIDELINES SCOTT OLDFORD 4 . L i v e Y o u r B r a n d
  33. 33. BRAND GUIDELINES SCOTT OLDFORD Questions? kaye@kayeputnam.com

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