SpellBrand Brand Strategy Service - Confidential
We offer a brand strategy service for businesses that are either new or
already running and want to go to the next level.
Our preferred customers are ones who are already running a business and
making some revenue so they can afford our service and truly benefit from it.
This is our full service description and we have to figure out a service that we
can scale down to offer client if we want to scale it and price it down. Or we
can change our entire strategy and focus on securing clients who can afford
the full service - which means we have to focus on targeting the right clients
and not about volume. We need to discuss this.
The Brand Builder service including the following:
Phase 1: Brand Purpose (1-2 weeks)
We will start with your brand inspiration and figure out the following:
• Brand Type & Structure
• Your Standard What, How, Why Communication
• Core Values
• Brand Purpose
• Buyer Personas
• What Inspires Your Personas
Phase 2: Brand Differentiation (1-2 weeks)
We will work on your brand differentiation to understand how to uncover the
strengths of your brand as part of your brand strategy and figure out the
following:
• Your Competitor Profiles
• The Rating Criteria Most Important to Your Buyer Personas
• How You Compare in the Competitive Matrix
• Your Market’s Ability to Delight
• Your Brand’s Ability to Delight
• Your Brand’s Strengths
• Your Brand’s Differentiating Strengths
• Which Key Criteria Apply to Your Differentiating Strengths
• Your Current Competitive Advantages to Use for Differentiation
• Your Potential Competitive Advantages to Use for Differentiation
Phase 3: Brand Positioning (1 week)
We will work on the concepts of positioning along with different positioning
approaches for specific stages of your market’s lifecycle, and decide what
you want your brand to be known for and figure out the following:
• Market Lifecycle Stage
• Appropriate Positioning Approach for Market Lifecycle
• Method for Delivering Value
• Current Mindshare Owned
• Mindshare Desired to Own
• Mindshare Map
Phase 4: Brand Architecture (1-2 weeks)
We will define the elements of your brand that shape your brand experience
and figure out the following:
• Functional and Emotional Benefits that Cause Behavior Change
• Three Things Your Brand Should Mean to Your Buyer Personas
• Brand Personality Traits
• The Brand Experience to Deliver at Each Touchpoint
• Brand Positioning Statement
• Elements for Your Brand Story
Phase 5: Brand Identity (2-3 weeks)
• Logo Design: 6 Design Directions to choose from. Unlimited rounds of
revisions included in the selected direction.
• Identity Design: Design Business Card, Letterhead and Envelope layout
using final direction.
• Secondary Brand Graphics: Secondary brand mark and Official Brand
Pattern.
• Final Logo Files: Industry standard logo files (JPG, PNG, GIF, PDF, TIFF etc)
• Invoice / Memo Images: Provide Hi-Res png format for use in QuickBooks,
internal memos, etc.
• Facebook cover image and avatar images
• Email Signature graphic
• Usage Rights / Buyout: Client retains all rights to final approved direction.
Phase 6: Marketing System & Funnel
We are figuring this out and is a new service that we are planning to offer
customers in Q4 2019 or early 2020. We are looking to partner with someone
like yourself and offer a scaled down version of your service that you are
doing for us and offer it as part of our service.
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The Service process is as follows:
• Schedule a 20 minute discovery call with a strategist.
• On the discover call we discuss your goals for the brand. What are you
trying to achieve – besides sales and revenue. We encourage you to think
about the big picture and how the brand can be much more than simply
selling products or services. We also talk about overall path that your brand
should take and how we can help create that path and what we can create
for you. We indicate a budget.
• We then send you an email with a written confirmation of the budget as well
as a link to a formal proposal and pitch.
• Once you sign up, we need to schedule a quick 10 minute on boarding call
to review the process and what you can expect.
• We then send you a followup on boarding email outlining our process and
milestones.
• We schedule a 40 minute call to take you through identifying you brand
core values, you blue ocean niche selection etc.
• We schedule another 40 minute call to talk about your audience, customers
– their pain points, what are they interested in, what does a win looks like
for them and so on
• Then we work on the brand architecture, story elements and messaging
• The final deliverable will be a video of the strategy using a keynote
presentation followed by a PDF of the brand strategy playbook
• And then we move on to any design pieces that we are contracted for
