Marketing Industry Personal Brand Book

C O N T E N T S
This brand standards document explores the message,
visuals, and expression of your brand.
1. B R A N D F O U N D A T I O N
2. W O R D S & C O N T E N T
3. D E S I G N & V I S U A L S
4. L I V E Y O U R B R A N D
BRAND GUIDELINES SCOTT OLDFORD

Brand Foundation

C O M M I T M E N T
Your Brand Commitment are the
basic building blocks of your
business: who you serve and the
value you provide to them.
1 . B r a n d F o u n d a t i o n
C o r e I d e a
I help business owners get from 6- to 7-figures through group and
1-on-1 coaching.
Yo u r G o a l
Clarify my brand message so that it’s distinct from my other
businesses.
W h o Yo u S e r v e
I serve ambitious entrepreneurs with online businesses grossing
$150,000 - $500,000 in revenue. These entrepreneurs want more
impact and space to get off the “6-Figure Hamster Wheel” and grow
to 7-figures.
T h e E n d R e s u l t
My clients will have more options. They will have the financial freedom
to hire employees, invest in business technologies and operations, and
dedicate more time to their personal lives.

C O N T E X T
The Context of your brand is the
world that you operate within. It
communicates your position in the
market. It also takes into account
the cultural context your brand
operates in and the movement you
want to create.
H o w Yo u A r e D i f f e r e n t
I don’t put myself on a pedestal. I don’t tell my clients they need to do
everything I’ve done in order to be successful. I’ve made mistakes and I’m
willing to share my mistakes and unconventional methods in order to help
my clients find their own success.
I also rigorously test any and all methods I teach to ensure they’re not
bullshit. Other online entrepreneurs teach the same methods that have
been preached for years, but today’s market is constantly evolving. My
methods are constantly changing to meet today’s needs and challenges.
I am very focused on building thriving communities because I understand
the value of connecting with peers and mentors.

C O N T E X T
The Context of your brand is the
world that you operate within. It
communicates your position in the
market. It also takes into account
the cultural context your brand
operates in and the movement you
want to create.
C u l t u r a l C o n t e x t
-People are trusting online marketers less and less. Marketing
channels are getting more and more saturated so you HAVE to get
smarter and adapt your methodology to be successful.
-Leads are getting more and more expensive.
- Online entrepreneurs are becoming more mature. There’s a growing
community of 6-figure entrepreneurs looking for the next step in
developing their business and reaching further success.

C H A R A C T E R
The Character of your brand is the core of
your brand identity. It explains how you
show up in the world, what motivates
you, and what draws people to you on an
unconscious level. The character of your
brand is what creates an emotional
relationship with your ideal clients/
customers.
M a v e r i c k & G u y N e x t D o o r
P e r s o n a l i t y A r c h e t y p e s
The Maverick Brand Personality demonstrates that I am on a mission to
destroy what’s not working in the online marketing industry. I am willing
to share my vulnerabilities and missteps for the benefit of my clients.
I know my way isn’t the only way. My clients don’t need to change who
they are to be successful. Anyone can do what I do with hard work and
dedication.
When they encounter my brand, my audience FEELS: Challenged,
motivated, validated, charged, and capable.
I a m :
• Provocative but not unrealistic
• Intelligent but not geeky
• Self-deprecating but not negative
• Down-to-earth but not average
• Self-aware but not egotistical

C H A R A C T E R
The Character of your brand is the core of
your brand identity. It explains how you
show up in the world, what motivates
you, and what draws people to you on an
unconscious level. The character of your
brand is what creates an emotional
relationship with your ideal clients/
customers.
P o i n t o f V i e w
I n t e r n e t m a r k e t i n g i s b r o k e n  
You don’t need another guru to grow your business. Most famous
entrepreneurs are broke. There is no secret to success. Be who you are
and work hard. Success is possible for you.
C a s h f l o w c r e a t e s s u s t a i n a b i l i t y  
Money gives you freedom. Freedom to make choices - to delegate, to
hire, and most importantly, to work in your zone of genius.
D o n ’ t d o e v e r y t h i n g y o u r s e l f  
Figure out your strengths and work in that area of expertise. Hire out
everything else.
I a m n o t s p e c i a l  
Given the right mentors, techniques, and a strong work ethic, anyone
can run a successful business. I faced many challenges growing up,
including being dyslexic. I overcame those challenges by working hard
and I achieved success. You can too.
B e u n u s u a l  
Be willing to do the weird and unconventional to get better and different
results. Don’t just follow the norm.
S u c c e s s i s n ’ t e a s y o r s i m p l e .  
Nor are my techniques easy and simple, my methods take hard work.
You will nurture prospects over time and achieve more success as a
result.

M a n i f e s t o
Above all else, work to benefit your community
even if it pisses people off.

C R E D I B I L I T Y
The final ‘C’ of your Brand Foundation is
your Credibility. These are the reasons
why people choose you over other
options in the market. They are your
“proof points” and “reasons to believe.”
M y ‘ U n f a i r
A d v a n t a g e s ’ A r e :
M y e x p e r i e n c e :
I have been an entrepreneur since I was 9 years old. I started my first
internet business at 12. I know how to build a successful business and I
know how to nurture prospects into paying clients to build a successful
business.
I also have vast experience on both spectrums of business performance
- failure and success. I’m an open book and share all my life experiences
to benefit my clients.
M y a b i l i t y t o d e l e g a t e :
I don’t try to do everything myself. I understand the benefit of leaning
on others to get things done. I spend my time in areas where I excel and
bring true benefit to my business. I find peer experts to handle all other
areas. This gives me the flexibility to focus my time on passing my
methods and techniques on to my clients.
I l i v e b y e x a m p l e :
I test out all methods I teach to my clients. I ensure they truly work by
applying new concepts to my own business and only pass along
techniques that my own businesses have proven successful.

Words and Content

T O N E O F V O I C E
Your brand communication is straight forward and comprehensive.
You are real with your audience and aren’t afraid to call bullshit on
techniques that don’t work in today’s market. Your voice reflects
change while also being relatable to the entrepreneurial audience. You
are willing to be the guinea pig for your clients and will only offer
methods that have worked for your own businesses.
The content and messages used in your brand must be a strong mix of
bold ideas and relatable content.
Yo u w i l l s o u n d :
• Smart
• Casual
• Practical
• Relatable
• Challenging
• Thorough
• Uninhibited
A n d N o t :
• Preachy
• Refined
• Uncertain
• Static
• Unrealistic
2 . W o r d s & C o n t e n t

W O R D B A N K
• Impact
• Leverage
• Sustainability
• The Waterfall Effect
• 6 Figure Hamster Wheel
• Freedom
• Rocket fuel
• Delegate
• Millionaire
• Zone of genius
• “Drink your own Kool-Aid,
just don’t swim in it”
• Unfair advantage
• Purpose
• Pursue
• Live rich?
• Scale/scalability
• Focus
• SSF Method
• Work ethic

T A G L I N E
• Path to Unconventional Success
• Unconventional Profits
• From Overworked to Effective
• Path to Predictable Profit
• Predictable Profit
• From Uncertainty to Exponential Impact
• From Chaotic Success to Predictable Growth
(Success?)
• From Chaotic to Expected
Your tagline is a “catch phrase” that
describes your work to others at a glance.
It can also be used as your main headline
on your website.
Ta g l i n e E x p l o r a t i o n

M y l i f e e x p e r i e n c e s
I’ll share challenges I’ve encountered, both while growing up and
in business. I’ll talk about times I’ve shifted methods and why I
decided to try something new. Any story that demonstrates
this theme: If you are wiling to put in the work, you can be
successful.
U n p o p u l a r o r u n c o n v e n t i o n a l m e t h o d s
I’ll expand my audience’s viewpoints on what’s possible or
what’s right by sharing my own unconventional methods and
how they brought me success. I’ll provoke their curiously about
who I truly am and the aspects of my personality that make me
different from other online marketers.
R e a l b u s i n e s s e s t h a t a r e d o i n g i t r i g h t  
I’ll further develop my community and live by example by
sharing where I’m currently getting my inspiration. I’ll share
what successful businesses I’m following, especially the
businesses that aren’t famous or the flavor of the month. I’ll
share real successes and emphasis how these businesses have
gained success through being themselves, not molding to a
specific norm, and demonstrating a strong work ethic.
S T O R I E S

C O N T E N T T H E M E S
• How to’s and step-by-step processes
• What’s working now
• What’s not working now
• Introductions to people within my
community
Use these themes as starting points. Always relate
your blog posts or social media posts back to themes
that are “on brand” for you.
I m p o r t a n t :

Design and Visuals

M O O D B O A R D
3 . D e s i g n & V i s u a l s
The moodboard was curated to
express the “mood” of the brand and
to inspire all visual decisions. Your
shapes are strong and sharp . The
colors show your rebellious nature.
Your brand will have a challenging
tone towards the “norm” along with
approachable messaging towards
your ideal clients to complement your
guy next door personality.

C O L O R S

T Y P O G R A P H Y
Your font choices are a mix between
modern and casual further identifying
with your approachable brand and
constantly evolving methods and
techniques.

F O N T S I N
A C T I O N
This is a description paragraph. It explains the purpose of the page and
describes the title to the left.
H E A D L I N E L E V E L 1
1. Example
2. Example
3. Example
4. Example
This is a description paragraph. It explains the purpose of the page and
describes the title to the left. This is a description paragraph. It
explains the purpose of the page and describes the title to the left.
H E A D L I N E L E V E L 2
• Example 1
• Example 2
• Example 3
• Example 4
“This is a quote from a very impressive person.”  
I M P O R T A N T P E R S O N

L O G O
Your logo further symbolizes themes
important to your brand. The breaks in
the lines demonstrate the gaps in your
clients business that you fill with your
methods. The logo itself symbolizes the
path to success, while the large amount
of detail in your logo matches your
attentive teaching style.

P A T T E R N S
The graphic styles used in your brand will
add another layer relatability and
rebellion to your brand. Your design styles
are bold and uninhibited to match your
strong personal themes and messages.

Image Style

I M A G E D O ’ S
When choosing images for your brand,
pick ones like these.
Goofy photos of you (once people
are in your “circle”)
Cityscape - Toronto
Approachable photos of yourself Textured/Grungy Backgrounds

I M A G E D O N T ’ S
When choosing images, avoid ones like
these.
Formal or corporate work scenes Anything with too bright of colors
Too much luxury Nature scenery

S A M P L E D E S I G N S

S A M P L E D E S I G N S ( S O C I A L )

S A M P L E C O N T E N T

Live your Brand

I d e a E n e m i e s
B R A N D  
E N E M I E S
• Blindly following your idols
• You’re the best at everything - no one can do better than you
• You need permission to take action
• Business doesn’t change
• Focus too much on your ventures with other people
• Appear too polished
• Put yourself on a pedestal
• Swim in your own Kool-Aid
• Criticize 6 figure businesses - instead encourage
N o t t o d o l i s t
• A guru
• For everyone
• A nurturer - not going to hand hold
W e a r e n o t
4 . L i v e Y o u r B r a n d

C r e a t e W e b s i t e To g e t h e r
• Additionally, continuously use formats and brand
standards on all updates
W r i t e n e w l e a d m a g n e t
• Again, keeping “on brand” to updated standards
G r o w 6 - 7 + F a c e b o o k G r o u p
 
D e c i d e o n c l i e n t f u n n e l b e t w e e n
b u s i n e s s e n t i t i e s
C o n t i n u e : P u r s u i n g p r e s s
o p p o r t u n i t i e s
A C T I O N S T E P S
4 . L i v e Y o u r B r a n d

Questions?
kaye@kayeputnam.com

Marketing Industry Personal Brand Book

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