Core Brand Pillars

Workbook
C L A R I F Y T H E K E Y F O U N D AT I O N A L
C O M P O N E N T S O F YO U R B U S I N E S S , S O
YO U C A N G R O W A S T R O N G E R B R A N D .

PAGE 01 CORE BRAND PILLARS WORKBOOK

Contents

03
INTRODUCTION
04
IDEAL CLIENT
05
BRAND PURPOSE
Welcome to this workbook Describing your audience Why your business exists

06
CORE VALUES
07
BRAND PERSONALITY
09
SUMMARY
10
WHAT’S NEXT?
Your business beliefs Attributes to fit your brand Your point of reference Where to go from here

PAGE 02 CORE BRAND PILLARS WORKBOOK

 INTRODUCTION
welcome to this workbook
So, here’s the thing: Your brand is the relationship
you build with your audience. And at the core
of every strong relationship?
Clear, effective communication.
This workbook is designed to help you define
the foundational pillars of your business, so
that you know what to communicate to your
audience in order to grow a strong brand.
PAGE 03
With your brand pillars in place, you’ll:
• have more clarity and direction in your
business as you continue to grow
• understand what kind of visual branding will
best match the tone and experience you’re
trying to create for your audience
• be able to get even better results from your
promotional and marketing activities.
Let’s get started!
Lisa Furze
Brand Consultant & Designer
lisafurze.com
CORE BRAND PILLARS WORKBOOK
Ideal Client | DESCRIBING YOUR AUDIENCE

1.
It’s important to keep your ideal client in mind as you develop your brand.
So, let’s start by listing some of the things that they struggle with BEFORE they work with you.

2.
Let’s go deeper! WHY is it important for your clients to overcome these struggled?
What’s the result that they want to achieve by working with you?

PAGE 04 CORE BRAND PILLARS WORKBOOK

Purpose | WHY YOUR BUSINESS EXISTS

1.
Now that you’ve identified the goal(s) of your ideal client, let’s match them to your offers.
Describe some of the key aspects of your services and link them to benefits your clients will enjoy as a result.

FEATURE
OF YOUR
SERVICES

RESULTING
BENEFIT

2.
Time to sum it up! Write out a one or two sentence statement that concisely
explains what you do and why it’s valuable to your ideal clients.

PAGE 05 CORE BRAND PILLARS WORKBOOK

Core Values | YOUR BUSINESS BELIEFS

1.
List 3 key values that your business stands by e.g. positivity, individualism, fairness.
These are the values that you want your audience to know you for.

2.
Explain how you demonstrate or address each of these values in the way you run your business and work with clients.

PAGE 06 CORE BRAND PILLARS WORKBOOK

Brand Personality | AT T R I B U T E S TO F I T YO U R B R A N D

1.
Finally, let’s consider the personality of your brand. How would you describe your brand’s voice? What kind of
experience do you want to create for your audience? Choose 3—5 words to describe your brand personality.
You can use the list below for some ideas and inspiration.

ACTIVE CUTE FRIENDLY PATERNAL SOPHISTICATED

ADVENTUROUS CYNICAL FUN-LOVING PEACEFUL STYLISH
AMBITIOUS DARING GENTLE PLAYFUL SUAVE
BIZARRE DEVIOUS HUMBLE PROVOCATIVE SWEET
BOISTEROUS DIGNIFIED HUMOROUS PURPOSEFUL TIDY
CALM DISRUPTIVE IMAGINATIVE QUIET TOUGH
CHARISMATIC DRAMATIC MASCULINE QUIRKY VIVACIOUS
CHARMING DREAMY MATERNAL RELAXED WARM
CHEERFUL ELEGANT OLD-FASHIONED ROMANTIC WHIMSICAL
CONFIDENT ENERGETIC OPTIMISTIC RUSTIC WISE
CREATIVE EXCITING OUTSPOKEN SARCASTIC WITTY
CURIOUS FEMININE PASSIONATE SECRETIVE YOUTHFUL

PAGE 07 CORE BRAND PILLARS WORKBOOK

Brand Personality | AT T R I B U T E S TO F I T YO U R B R A N D

2.
The visual aspects of your branding are a key part of communicating your brand personality. Using your brand
personality traits as a starting point, describe the visual style of your brand. How do you want it to look?

DESIGN VOCAB AND IDEAS

Colours — bright, muted, earthy, fluoro, cool, warm

Typefaces — sans serif, serif, script, handwritten, bold, fine, italics, uppercase, lowercase
Textures — gritty/grunge, metallic, natural (e.g. wood), paper, marble, fabric, concrete
Photography — mood, colours, environment, content
Use of Illustrations or icons

PAGE 08 CORE BRAND PILLARS WORKBOOK

Summary | YOUR POINT OF REFERENCE

1.
Congrats! You’ve now defined all the core pillars of your brand. Fill out this page to use as a quick summary
of your brand foundation that you can easily refer back to as you continue to develop your brand.

The purpose of my brand is to:  e.g. [the services you deliver] so that [the outcome your clients desire]

2. 01
My core values, in order of importance, are:

02 03

3.
My brand personality would be described as:

PAGE 09 CORE BRAND PILLARS WORKBOOK

What’s Next? | W H E R E TO G O F R O M H E R E
If you’ve completed this workbook, first of all
well done! You should now have a stronger
understanding of the foundational elements
of your brand, as well as the how you can
uniquely position your business and attract
your ideal audience.
So, now that you’ve done that, what’s next?
Sharing your brand with your audience.
This means developing your brand’s message,
creating a visual brand identity, and applying
them to touchpoints, like your website and
marketing collateral.
PAGE 10
For more resources on building your brand
and gaining more traction as you grow and
improve your visibility, visit lisafurze.com.
If you’d like some professional guidance as
you implement your band vision, you can
learn more about my process and services at
lisafurze.com/work-with-me
Your brand is the most valuable asset you
have in your business. I hope this workbook
has help you get the clarity and direction
you need to confidently move forward as
you develop it!
CORE BRAND PILLARS WORKBOOK
 ABOUT THE AUTHOR

I’m Lisa Furze —a brand consultant & designer who helps

service-based business owners to develop compelling
branding that perfectly expresses the value of their work and
strengthens their online presence.

I believe in a strategy-led, collaborative approach where

I build upon my client’s knowledge of their industry and
combine it with my own expertise and experience in design.
The result is powerful messaging and visual designs that
allows my clients to stand out, attract their ideal clients and
level-up their business.

Learn more on my website lisafurze.com

or shoot me an email at hello@lisafurze.com

Copyright © 2020 Lisa Furze

All rights reserved. This workbook or any portion thereof may not be reproduced in any
manner without the express written permission of the author.

PAGE 11 CORE BRAND PILLARS WORKBOOK