Build Brand Equity, Simplify Marketing, Accelerate Sales
👋 Welcome
Welcome to the Brand Equity Playbook™ Quick Start Guide. I wrote this playbook to help you do what I’ve done professionally for over thirty years: write simple, strategic business plans and help my clients implement them effectively.
This hybrid planning framework is part strategic plan, part go-to-market blueprint—used by founders and small business owners since 2007.
You're not just building a business.
You're building a brand that reflects your values, voice, and vision.
🧭 How to Use This Guide
- Start at the beginning. Each section builds on the last.
- Treat it like a strategic map—reflect as you go.
- Apply it to your business in real-time.
- Revisit it regularly as your brand evolves.
💡 What You Can Expect
👉 Clarity that Cuts Through the Noise
Define your mission, refine your message, and position your business at the intersection of purpose and profit.
👉 Alignment with Who You Are
Craft a brand identity that reflects your core values, vision, and voice.
👉 Smart Systems for Growth
Develop repeatable systems for marketing, sales, and service delivery.
👉 A Scalable Playbook
Get out of reactive mode and into focused execution.
👉 Confidence to Lead
Know what matters, what to ignore, and how to move forward with peace of mind.
🤝 Get Help in Our Community
Join the Brand Equity Builders Online Group Coaching Community for:
- Weekly group coaching & strategic sessions
- Done-for-you templates & implementation guides
- Private Slack support for feedback & accountability
- Live workshops & events
👉 You’re not here to play small. You don’t have to build alone.
🧹 Write Your Playbook
1. 🎯 Welcome & Set Your Intention
- Why are you building your brand now?
- How will this playbook help you grow personally and professionally?
- Define one primary business goal for the next 12 months.
2. 🧠 Start with Strategy
- Mission Statement: Why your brand exists
- Vision Statement: The long-term change you want to make
- Purpose: Your value to the world
- Core Values: Choose 3–5 that drive your culture
2A. 🌍 Know Your Market Landscape
- List your 3–5 main competitors
- What do they do well? Where are they weak?
- What makes you different?
- What gaps do you fill?
- How is pricing structured in your market?
3. 🗫 Define Your Brand Identity
- What is your brand personality and voice?
- How should it sound and feel to your audience?
- What makes your positioning unique?
4. 👥 Identify Your Ideal Client
Build 1–3 Ideal Client Profiles (ICPs):
- Age, role, income, industry
- Desires, fears, daily frustrations
- Where they spend time (social, podcasts, communities)
- Common objections and risks to buying
5. 🛒 Map Your Customer Journey
- Attract: What are your attention-grabbing hooks?
- Connect: Email, video, or events?
- Convert: Offer, objections, clear CTA
- Deliver: How will you wow them?
- Grow: Referrals, follow-up, community
5A. 🏱 Design Your Offer & Launch Plan
Offer Design
- What are you selling?
- What problem does it solve?
- How is it delivered? (Service, course, product?)
- What’s your pricing model?
- How will you overcome objections?
Launch Plan
- Goal (sales, leads, signups?)
- Timeline: pre-launch → launch → follow-up
- Assets: Emails, landing pages, video, etc.
- Channels: Email, LinkedIn, YouTube, etc.
- Team: Even if it’s just you—assign tasks!
6. 📖 Create Magnetic Stories
- Write your 2-paragraph brand story
- Draft your origin story
- Collect 3–5 client success stories
7. 📢 Plan Your Content Marketing System
- 3–5 Core Themes that reflect your mission
- Choose formats: Blog, video, podcast, carousel
- Pick platforms: Email, LinkedIn, YouTube
- Set up a 30–90 day content calendar
- Build a workflow: Idea → Draft → Publish
8. 🗓 Create a Content Calendar
Use tools like Google Calendar, Notion, or Trello:
- Block time weekly for content planning
- Schedule content releases
- Plan for repurposing top-performing content
9. 📊 Measure What Matters (KPIs)
Track key metrics across these areas:
- Leads: New subscribers, booked calls
- Engagement: Email opens, social comments
- Sales: Conversion rate, revenue
- Referrals: Testimonials, affiliate growth
- Authority: Podcast invites, search volume
- Growth: Audience size across platforms
10. 🔄 Refine and Evolve
- Review performance monthly
- Interview clients quarterly
- Refresh brand voice and content every 90 days
- Share updated goals with your team or mentor
11. 🧭 Brand Equity is Ongoing
- Summarize your brand’s purpose and position
- Use this playbook monthly to guide decisions
- Align daily work with long-term mission
12. 🎉 Congratulations
You’ve created a strategic brand playbook that reflects your values, vision, and goals. You’re now part of a growing community of thought leaders and builders who believe in work that matters.
Let’s build something extraordinary—together.