With a strong, clear brand, decision-making is easy, your value is clear, and you can charge your worth with confidence and certainty. When you have brand clarity and know exactly who you are selling to, what you need to say, and how to communicate the important details, your sales marketing efforts will become less stressful and more enjoyable. In this hands-on workshop session, we'll cover what a brand is, the difference between a brand and branding, the difference between branding and marketing, why brand clarity matters, building your reputation, creating an ideal client persona, using emotional brand triggers, creating benefit/risk statements for your marketing, and crafting a powerful brand marketing message. (Slides used for a 2 hour hands-on branding workshop.)

1. Brand Clarity
Hands-On Workshop
Attract more clients, boost lucrative
referrals, and create new opportunities

2. Every business owner wants to be
remembered, respected, and referred...
which is very hard without total clarity

3. No one will...
• Hire you
• Buy from you
• Learn from you
• Partner with you
...without clarity on
who you serve and
what you do best

4. “Our fatigue is often caused
not by work, but by worry,
frustration, and resentment.”
DALE CARNEGIE

5. Brand
Brand
A noun, A thing
Your brand is who you
are, your reputation or
“known for” status
Branding
Branding
A verb, An action
Your branding is what
you do, the strategy
behind brand building

6. Branding
Branding
A verb, An action
The strategy and
actions designed to
increase mindshare
Marketing
Marketing
A verb, An action
The strategy and
actions designed to
get a conversion

7. “Your brand is what people
say about you when
you’re not in the room.”
JEFF BEZOS

8. The Bottom Line...
• Brand: Reputation
• Branding: Positioning
Remembered, respected,
and referred
• Marketing: Conversion
Hire me, buy from me, learn
from me, partner with me

9. The difference between where you are and
where you want to be is what you do...
the difference is your branding

10. “A brand is the set of expectations,
memories, and relationships that, taken
together, account for a consumer’s
decision to choose one product or
service over another.”
SETH GODIN

11. Be The Only Choice
Not Another Choice
Focus on branding to transform your
business and achieve your biggest goals
jenniferbourn.com@jenniferbourn

12. • Communicate your value clearly
• Feel confident in sales conversations
• Experience ease with marketing efforts
• Write effective sales copy
• Attract more clients and new opportunities
Brand Clarity Breeds Opportunity

13. Let’s Get To Work
Real-world, simple
hands-on exercises
to gain brand clarity
Understand who
you serve, what you
must communicate,
and how to say it

14. “Success is about doing
what you already know,
not looking for the secrets
you don’t know.”
DARREN ROWSE

15. Exercise 1: Your Powerful Brand Reputation
Your brand is your reputation and the
perception others have of you...
What is the one thing you want to build
your reputation around, to be known for?

16. Exercise 2: Your Ideal Client Persona
Your ideal client is a perfect fit for your offer,
and the easiest to turn into a raving fan...
Who is your ideal client? What matters to
them? What are their struggles and dreams?

17. Exercise 3: Your Emotional Brand Triggers
Buying decisions are based on emotions
(the heart) and justified by logic (the head)...
What emotional reasons drive your prospects’
actions and trigger buying decisions?

18. Exercise 4: The Benefits Of Saying Yes
Effective sales and marketing focuses on
results and emotional benefits...
What big results do your customers achieve?
What are the benefits of those results?

19. Exercise 5: The Risks Of Saying No
Effective sales and marketing focuses on
risks and potential losses...
What are prospects’ common objections?
What will they lose by not moving forward?

20. Exercise 6: Craft Benefit/Risk Statements
Communicate the benefits of a yes and the
risks of a no to get pospects to take action...
What must a prospect hear to overcome an
objection and move forward?

21. Exercise 7: Plan Your Marketing Message
A clear marketing message shares exactly
what an ideal client must know to say yes...
What does a potential ideal client need to
hear to take the next step?

22. Exercise 8: Create Your Marketing Message
Position yourself as the no-brainer solution
your ideal client has been searching for...
What should you say, how should you say
it, and what comes next?

23. Let’s Wrap Up
Your brand is made
up of experiences,
perceptions, stories,
and memories.
Shape your brand
with clear, consistent
branding efforts

24. “You have the opportunity to be
remembered, respected, and referred,
but you first must establish what you
want to be remembered, respected,
and referred for.”
JENNIFER BOURN

25. Thank You!
Let’s Connect
Jennifer Bourn
jenniferbourn.com
bourncreative.com
inspiredimperfection.com
jenniferbourn.com@jenniferbourn