Brand Activator Introduction:

So you’re ready to ACTIVATE! You are officially one of the small percentages of entrepreneurs that understand the importance of brand strategy. 99% of the people I coach and consult put the cart way before the horse and end up paying for it in the long run. I personally want to thank you on behalf of consumers around the world for investing your brand and applying intention to your strategy.

The Brand Activator Was Designed To:

• Define your brand positioning • Determine the strengths and weaknesses of your brand • Identify it’s Pros and Cons• Establish where your brand works • Identify weaknesses and inconsistencies • Develop opportunities for growth and improvement• Create the perfect ideal client profile / avatar • Define your brand messaging• Help you find a creative talent / partner • Impact your target audience through social media• Increase your digital footprint• Maximize your brand awareness

At the end of the Brand Activator you will be able to identify all the above in order to create an unshakeable foundation for your business to grow.

Warning: You get out of this process what you put into it; Do not half ass this program unless you want half ass results.

I recommend you work through the Brand Activator as quickly and thoroughly as possible. This isn’t something you want to sit on. The sooner you identify all of these critical areas in your business the sooner you will achieve your goal.

If you ever have questions about this program or want to reach out to me please email me directly at ap@aaronpierson.com. Now, get to work!

INDEX:

DEFINE

CREATE

IMPACT

• Activator / Brand Audit• Brand Vocabulary Guide• Finding Design Inspiration• Creating An Ideal Client Profile / Avatar • Color Theory

NOTE: Click this icon as you are navigation through the ACTIVATOR workbook for a more in depth explanation on each category.

• Digital Brand Checklist• Finding Creative Talent

• Social Media Daily Checklist• Creating Brand Ambassadors

BRAND AUDIT

VISION In order to carry a positive action we must develop here a positive vision.

-Dalai Lama

Why does “COMPANY NAME” exist? What is its essential purpose?

What is your brand striving to become?

What is the most important long-term goal that engages and challenges you oryour entire team?

VISION:

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VALUES When your values are clear to you, making decisions becomes easier.

-Roy E. Disney

List five fundamental beliefs and principles that stand the test of time and guide your organization’s behavior.

VALUES:

1.

2.

3.

4.

5.

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CONCEPT There is nothing worse than a sharp image of a fuzzy concept.

-Ansel Adams

What business are you in?

What is the business concept or rationale behind your company? Why is this important?

What is your overriding mission?

Why do you think you’re a player in the business you’re in?

CONCEPT:

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DIFFERENTIATION

Progress is measured by the degree of differentiation within a society.

- Herbert Read

What is the one thing that makes your organization unique?

How do you separate yourself from the pack?

What words or attributes would you use to describe your organization? Rank them in order of importance.

In which category are you first, or would like to be first?

DIFFERENTIATION:

If you could own one exclusive word or phrase in your customer’s mind, what would it be?

What words or attributes do your customers use to describe your organization? Rank them in order of importance.

What words or attributes do your competitors use to define your organization? Which ones have the most sticking power?

Are there any other misconceptions you’d like to see changed?

DIFFERENTIATION:

Who are your main competitors? Rank them in order of market importance/influence.

What are their respective core strengths?

What words or attributes do you think your competitors own in the prospect’s mind?

Are your competitors positioning themselves in a particular way? What claims are they making?

What are your competitors’ core weaknesses? In what ways are they vulnerable?

DIFFERENTIATION:

PROMISE Keep every promise you make and only make promises you can keep.

-Anthony Hitt

What solution do you sell?

What problem do you solve?

What do you promise and deliver on?

PROMISE:

BENEFIT Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit.

-Napoleon Hill

What are your organization’s core strengths and advantages? Rank them in order of importance.

How do you define quality?

What are the benefits of doing business with your organization? Which benefit is most important? Why?

What are the benefits of your product? Which benefit is most important? Why?

BENEFIT:

Are any of these benefits unique to your organization and product?

Do you stress any attributes or benefits that your competitors do not?

What are your company’s core weaknesses? What are you doing to address or overcome them?

BENEFIT:

MOTIVATION If you can dream it, you can do it.

-Walt Disney

Who “purchases” your product? Describe them.

What motivates them to buy your product?

What are their main concerns or hot buttons?

What are their main objections to your product?

MOTIVATION:

Who doesn’t buy your product, and why?

Are there other gatekeepers and influencers in the decision-making process?

Who are the “users” of your product? Describe them.

What are your users’ main concerns or hot buttons?

MOTIVATION:

How does your product help users do their job faster, easier, and more cost-effectively?

What are users absolutely tired of or frustrated by? Why do they need your product now?

Is there a need or problem users don’t even realize they have?

What are your users’ main objections to your product?

Who doesn’t use your product, and why? Describe them.

MOTIVATION:

EXPRESSION Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.

-Maya Angelou

What is your strategy for retaining customers?

What is your strategy for rewarding loyal customers?

What is your customer product philosophy?

What is your customer pledge or guarantee?

How do you define superior product?

How do you evaluate and measure customer satisfaction?

EXPRESSION: