How it Works

Discover how to connect emotionally with your customers and inspire them to take action by differentiating, positioning, defining, auditing and implement a premium brand strategy.

Premium Core

Discover how to create a premium brand that connects emotionally with your customers and inspires them to take action. Learn how to uncover who your ideal customers are, what they need and value.

Premium Differentiation

Learn how to increase sales and win market share by uncovering and communicating your brands unique strengths so that your market can clearly see your competitive advantages.

Premium Positioning

Learn the concepts of positioning and how the mind deals with brands, along with different positioning approaches for specific stages of your market’s lifecycle to decide what you want your brand to be known for.

Premium Experience

Discover how to define the key elements of your brand that will deliver a unified premium brand experience that can be repeated to inspire, differentiate and position you in the mind of your customers.

Premium Assets

Uncover what your market think your brand stands for? Determine all of your brand touch points, collect market feedback, determine your brand’s gap analysis and create your brand update schedule.

Premium Implementation

Establish your vision, big idea and tactics and create your 12-month sequence of actions to implement your brand strategy in your daily marketing activities. This is not your a traditional marketing plan.

FAQ's

The toolkit is designed for anyone tasked with creating a brand strategy. Every brand should have one. The process is the same, regardless of your experience level, whether you’re an early-career marketing coordinator or a seasoned marketing veteran. However, there are always challenging elements while building any brand strategy, so expect some difficult questions and tasks. You will be asked questions about what your brand stands for, your market, your buyers, your competition, your offering, and the psychology of your buyers, so you’ll need access to this information as you complete your brand strategy. You can always estimate (or even guess) to start and refine each element later.

At the high level, yes – you can design a comprehensive brand strategy for any type of brand, in any market, anywhere in the world. However, certain fundamental elements of your brand strategy may be more relevant to your brand than others, depending on whether you’re B2B, or B2C, your market and your distribution channels. The Brand Strategy Toolkit addresses all of the fundamentals and provides guidance for you to create your implementation plan. However, the ultimate success of your product or service in the marketplace is dependent upon your own input and your execution over time.

You are building your brand strategy, which is the final deliverable. You will complete that by filling out your strategy report for each module – answering questions, making decisions, recording ideas, estimating numbers, writing copy and determining your implementation needs. The toolkit delivers the process, instructions, examples, your report template and Excel calculators.

The total runtime of the screencast instructions is just under five hours. However, you will need additional time to address and complete each element of your strategy. Developing a comprehensive brand strategy is one of the most challenging tasks in the marketing field. It’s also one of the most valuable and most rewarding. If you were to complete each module straight through, doing a thorough job, you should budget three to five work days. A skilled brand strategist might only need one to two days to develop the strategy. However, most marketers/teams should spread out the work over the course of two to eight weeks. You will need some time to work through certain elements and generate creative ideas.

From a previous FAQ, the toolkit provides the framework and guidance to design a comprehensive brand strategy for any type of brand, in any market, anywhere in the world. However, depending on your brand type, market, resources available and competition, you may find that you only need certain elements of the brand strategy to make a meaningful impact. For example, if you’re a small casual restaurant that relies on the walkup lunch crowd, and you only have one location, you probably only need to focus on your name, brand messaging and the elements of your brand experience. In that example, you might only use 15% of the elements in the toolkit. However, if you’re in a large market, or sell multiple products, or provide professional services, or sell direct to your customer, you will most likely use most of the elements in the toolkit.

The toolkit modules 1-6 are designed to work together. If you need a brand name, then you’ll need module 7 as well, and we recommend to complete the modules in sequence, starting with module 1 and selecting your brand name last. That ensures that you have a strong understanding of what your name should represent. We provide access to individual modules for people who don’t have the budget to purchase full access and wish to complete each over time, or for those who only need a specific module or wish to try out a module before accessing the entire toolkit. Please note that each module is $99, OR you can pay $499 for full access to all seven modules of toolkit. Purchasing full access is a discount of more than 25% of the cost of purchasing each module individually (for $693 total), and purchasing one module (for $99) and the entire toolkit (for $499) is a 14% discount. However, access to the entire toolkit is not prorated if you begin purchasing individual modules.

Absolutely. The toolkit will give you the framework and guidance for designing a brand strategy. However, it’s most useful to apply to a brand you’re building – whether a real or a hypothetical brand. This isn’t academic theory, it’s real-world strategic marketing guidance, so you will gain a greater benefit by applying it rather than just reading about it.

Pricing

Discover how to connect emotionally with your customers and inspire them to take action by differentiating, positioning, defining, auditing and implement a premium brand strategy.

Individual Modules

What's included
$99
  • Access to the module(s) you select
  • Instructional PDF slides for download
  • Strategy development report template (MS Word) for download
  • Audio/video instructions - accessible from your account for 1 year
  • Written transcript for download (PDF)
  • You can add modules as you go

Online Course

What's included
$999
  • Access to all 6 modules of the course
  • Almost 500 instructional PDF slides for download
  • Strategy development report template (MS Word) in each module for download
  • Over 5 hours of audio/video instructions - accessible from your account for 1 year
  • Written transcript of instructions for download (PDF)
  • Use online or offline