1.
2016
course overview

2.
About Linzi Boyd
BoB the Entrepreneur
Why BoB and what is BoB school?
The problem
The solution
The 6 day programme
Brand DNA
Days 3-6
What’s achieved
What our students say
Brand Famous
Connect with us
Contents

3.
“I am convinced that
there are many people
out there who are
capable of big things,
they just don’t know
the steps to make it
happen.”
Linzi Boyd is an International Speaker, Author and Global Partner of Shirlaws
Group. By age 24 she had set up and sold two businesses - her second company,
which had seven global distribution channels, was sold to Caterpillar. Her third
business, Surgery, became renowned for influencing an industry championing
some of the countries most well-respected high-street consumer brands known
today.
Linzi’s No1 best seller: “Brand Famous: How To Get Everyone Talking About Your
Business” was awarded ‘Book of the Month’ by the CIM in July 2014 and 2015
Winner - ‘Marketing Category’ by Small Business Trends in the US.
Today, a Global partner in Shirlaws Group she now works in the Enterprise
space taking business owners on a journey to Grow, Fund and Exit their business.
Here, she created BoB’s school connected to BoB’s Greenhouse (a mini fund) to
teach early stage growth businesses how to build a famous brand and get them
ready for funding. You can keep up with her journey and latest events on.
www.linziboyd.com
About Linzi Boyd
Founder of Brand Famous

4.
BoB (The Business of Brand)
Has been born from a desire to identify and
educate the Business Leaders of the future.
Invest in those businesses to achieve uplift,
stay in the game with them as they go on the
journey, and make a shift in industry sectors to
impact a change in the world.
BoB teaches entrepreneurs how to conceive,
build and implement a strategy maximizing
physical and non-physical assets.
Creating a shift in industry – is better
understood as disrupting industry.
BoB the Entrepreneur
The Face of Modern business
‘What if’...
We could bring our new generation of business leaders together
with an eco system thus creating a collective group of network
orchestrators - in a similar way to the ’sharing economy’ - to hold
this group together and provide mutual value to shape a movement.
This eco system could be the catalyst for making a shift in a variety of industry
sectors such as health, education and manufacturing and become the equivalent
of the sharing economy to bring these businesses together and arise as one
united voice.
What we mean by “Business Leaders of the Future”
Those able to think outside the constraints of traditional business. Able to identify
and leverage non-physical assets, better equipping them to thrive in the 21st
century business world and driving and adapting in an environment where
disruptive innovation becomes the norm. Über, AirBnB and Alibaba are typical
examples, changing their industries forever. In addition to the above, businesses
that can harness technology to give them a competitive advantage.

5.
BoB teaches entrepreneurs how to
conceive, build and implement a
strategy maximizing physical
and non physical assets.
Creating a shift in industry –
is better understood as
disrupting industry.
CHANGE
MAKERS
the course is built for :
BUSINESS
OWNERS
ENTREPRENEURS
Why BoB and who is it for?

6.
The Problem
Why BoB and who is it for?
There are so many brands in a market place today;
How does your brand stand out in a crowded space?
Most often the entrepreneur / business owners are still to find the
hidden asset which creates uplift in value that is hidden in their
business today to show the vision of how the business can look for
full growth in the future.
The knock on effect of this is that most investors are investing in
business from a today conversation with the owner
Running out of money quickly as they have not built out the growth
vision for the business
Market share being saturated as they went out to market with the
product and not the asset
Do you always struggle with what brand
actually means for your business?
Do you design your product, take it
straight to market and don’t get the
engagement that you’re looking for?
Do you only have one channel when you
feel like you could have more?
Have you ever thought that a campaign
could work for your business but have no
idea how to create one?
Do you spend money without thinking
about the ROI you’re going to get?

7.
We differ from accelerators, incubators and clubs as we are an open
platform that uses an IP EDUCATION SYSTEM to build out peoples business
plans for scale.
BoB School enables students to develop and design their growth vision
plan, ensuring their are fund-ready, whether self funded or investor ready.
Understanding the bigger vision of the business will enable you optimise and
leverage each stage.
The Solution
From idea to execution
BoB School was set up to deliver a more in-depth version of the
methodology that Linzi Boyd uses when working with a brand,
taking it from idea through to execution.
It was designed to give YOU the opportunity to turn that ‘How To’ process into
a reality.
• It gives you all the tried and tested tools to become famous within your
sector.
• Defining the hidden asset in the business; this builds out a bigger value for
the whole of the business model.
• Building a plan from the ‘Top-Down’ rather than the ‘Bottom-Up’ – this
enables the investor to see the full picture for growth.
• Understanding the activation process for the business to create the traction
in the plan to make it robust for scale.
• Understanding the numbers that you are building the business to, and
where the funding points are required.
“I wasn’t the only brand on
the course, but somehow the
course was custom tailored
to me - and I don’t know how
you manage that”
-Bryan Oknyanski, Founder of Shoes by Bryan

8.
BoB’s
6
day
programme

9.
BIG
GAMEGAP
STORY
The problem I am
trying to solve
YOUR ASSET
Reason to
believe
Reason to
engage
DISCOVER - Brand DNA
Day One and Two
The two day Brand DNA workshop that builds the foundation for the
rest of the 4 day programme.
Why Brand DNA?
Most people build their business around product. Market leaders build their business around brand. Once
we’ve identified your brand asset, there are three key areas when designing your DNA: your gap, your game
and your story. These give you the blueprint from which to build your business. When people recognise their
true gap in the market it enables them to build the bigger value in their business.
The DISCOVER stage allows you to identify and refine your Brand DNA
Your gap • Your BIG game • Your story
Understanding your brand fame
Making your brand choices
Getting underneath the
passion of your brand
What is your gap
What’s stopping you from
getting there
Future mapping your industry
Forming the brand personality
What’s your big game –
your purpose
What do you want to be known for
How do you want to leave
Who am I talking to / could
you be talking to
Discover your brand asset
OUTCOME: DNA Blueprint

10.
Connecting the Brand Ecosystem
How the business joins together to create
one message that sits across the whole of
the business.
Clarity of message
Creating the Blueprint for any brand not
only enables the business to understand
its Gap in the market and deliver the key
messaging for the brand, it also enables
everyone to understand the core values.
Build greater value, quicker
Businesses and Brands are able to jump
quickly upwards through revenue numbers
when a business is built out around its core
asset effectively.
Employee engagement with message
Everyone within the business is able
to articulate what you are and most
importantly what you are not, what you
want to be known for and how you want to
leave people feeling.
Effective and targeted messaging
If you understand that we only work with
a certain type of client, then you are able
to engage and interact with their needs
and desires based on the journey they are
looking to go on.
Once you have designed your Brand DNA blueprint it
will then give you the key ingredients to deliver:
Understanding your journey
What is the big Game that you are looking to
play and how do you know when you have got
there.
Both Commercially and Culturally.
Telling the Story
So that people understand there is a story and
believe the story being told.

11.
DISCOVER - Brand
Day Three
GOOGLE FAME - YOUR PERSONAL DNA
Micro voice • Fame game • Fame pack
• Define your tone of voice
• Assess your ‘Google Fame’
• Learn how to turn your profile into an asset
OUTCOME: Personal DNA Blueprint
CREATE - Product
Day Four
PRODUCT ARCHITECTURE & CONTENT
Toolkit creation • Influencer Audience •
Mainstream Creation • Product Vision Plan
Creating a Standard and Bespoke ‘toolkit,’ is imperative when it
comes to you promoting your brand more efficiently and effectively
Identify the different product categories that are required to build
your bespoke vision plan
Provide your business with multiple layers of revenue streams
OUTCOME: Product Architecture and Content Plan for
creating your revenue streams
CONNECT - Channel
Day Five
CHANNEL
Test product in market • Partnership • Community
• Connect to your end consumer and test your product and / or service
• Share your product vision with your community and
distribution channels
• Engage your audience with your brand, allow
them to become advocates
OUTCOME: Roadmap for channels to market
and content plan
COMMUNICATE - Sales
Day Six
CAMPAIGN & SALES
PR • Social • Experiential •
Touch Point storyboard
Create a killer campaign and spark conversations.
• Design your Marcomms story board
• Looking at all touchpoints and how they can pull customers
OUTCOME: Campaign architecture and
storyboard to drive sales
Full programme
Designing your growth vision plan

12.
Designed a growth vision plan from three pillars -
Business, Brand and People - overlaid with PURPOSE
A greater understanding of the value of brand
Understand brand-led and purpose-led businesses
grow the fastest
Understand brand vs branding
Understand brand culture - importance of building
people AND brand together
Top-down approach - starting with Brand to Product
to Channel to Sales
Personalised Brand DNA Blueprint
Key actions to implement in your business to strengthen
and differentiate your brand
OUTCOME: Understanding the bigger value increases the business
brand value in the market place for scale, awareness and future
sale whilst living their purpose
Complete 6 day programme
What’s achieved
“Everything you need to
know, about starting an
organisation to building it up,
taking it to the market and
beyond - is in the course”
- Tessa Guy, Founder of InMind InBody

13.
Listen to what our past students
have to say on vimeo.com :
linziboyd/helenalappin
linziboyd/craigvallis
brandfamous/lydiagerratt
brandfamous/bryanoknyansky
brandfamous/tessaguy
brandfamous/bobcampaign
What our students say
“I didn’t realise that we would have so many different
phases to the course and it helped me to know how
to channel my product to build a strategy, to build a
campaign, to take the whole brand forward”
- Helena Lappin, Founder, Olivia & Grace
“You might have a good idea of what branding is and
how important it is for your company, but until you do the
course you won’t pull everything out of you that will make
your business brilliant”
- Lydia Gerrat, Former Waitrose Buyer

14.
‘This is a brand book like no other,
and I heartily recommend it. Enjoy’
- Dylan Jones, Editor-In-Chief, GQ
‘An easy-peasy step-by-step guide to
achieving what all businesses need -
reputation, desirability, accessibility
and, of course, love’
- Tiffanie Darke, Editor, The Sunday Times
‘Essential reading for anyone wanting
to grasp the fundamentals of driving
brand exposure and fame’
- Simon Jobson, Global Marketing Director,
Dr. Martens
Discover what tactics will make your business or product a
desirable, recognisable brand
Learn how to maximize ‘new school’ branding approaches for
today’s consumer world
Gain insights on common mistakes to avoid when building your brand
Learn the five-step process required to achieve stand out status
Don’t let your business fade into the background.
It’s time to STAND OUT and get seen!
There are so many brands out there – in all sectors – you
need yours to shine above the competition.
It’s time to take your brand to the next level. And that’s
what Brand Famous helps you do. Whether you want to
build, renovate or just refresh your brand.
We recommend reading this book before
attending our programme.
Available on amazon.co.uk

15.
Linzi Boyd
@LinziBoyd
@bobschool
Brand Famous
@Linzi_Boyd
@Brand_Famous
If you would like to sign up for this course, please contact our team on
linzi@brandfamous.com
Connect with us
sign up for the BoB course