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01 A B R A N D I S YO U R
SANDBOX 02 THE EXPERIENCE
YO U C R E AT E

Experts define branding in all different ways, Two ways to judge your brand's success:
but my definition is simple: branding recreates qualitative and quantitative.
the in-person experience. Remember—a
brand is a sandbox, not a house arrest anklet. QUANTITATIVE

What makes you great? Website traffic

Inquiries

Followers

Sales
What makes you memorable?

QUALITATIVE *

Sentiment on social

✕ Create parameters—draw the lines in the Positive feedback

sandbox for you to thrive
Thoughtful engagement

✕ Feature stories that are unique to your Connection beyond transaction

work and perspective

✕ Have a designated day of the week where
you answer real questions from customers
✕ Build an inventory of conversations,
thoughts, and ideas to pull from
* If people are generally posting more positive
comments, sending heartfelt messages via
social media, and being overall thoughtful in
conversation attempts, then that’s a sign you’re
on the right track.

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03 A GOOD BRAND
H A S H E A RT 04 S P O N TA N E O U S
PHOTOS, PLANNED
SHOOTS
Humans connect with other humans, and it’s
often forgotten when technology gets in the It’s important to plan, but it’s also important
middle of you and your audience. Don’t be not to over-plan. I gave some examples in my
afraid to go "off script" and show your brand presentation of spontaneity—see more:
in its true authentic way. philpallen.co/examples

Personify your brand in a powerful way online Location: Brainstorm at least two different
with the help of some of these great tools. locations that are close to each other. (Ask
your photographer to scout if you can’t scope
it out yourself.) Variety in location gives your
Transcription: Temi or Rev
audience a more well-rounded view of your
brand while giving you more to work with for
Organization: Dropmark or Evernote
your social media and site.
Topics: Answer the Public

Actions: Think of your shots in terms of

actions, not poses. This allows you to think
Here are a few more tools that I love (but
more creatively about the moods you want
didn’t have time to mention): captured. It also ensures that you’re
comfortable during the photos since you’re
App for getting ideas down: Braintoss
doing actions that come naturally to your

Democratize design: Canva Pro subject. Here are a few examples: writing,
thinking, walking, jumping, laughing, singing.
Icons for everything: The Noun Project

For more tips, check out this blog post about

Plan your IG feed: Preview App
creating a shot list for your next shoot:
philpallen.co/posts/how-to-create-a-shot-list

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05 SUB BRANDS: ROUTES

L E A D I N G TO YO U
3. Are there 3-5 reasons why you're better
than your competitors?
Increase the memorability of your brand by
visualizing something unique about you—the
who, what, when, where, why, or how. And
don’t be afraid to get creative.

1. When a prospect inquiries about your

product or service, how do you normally
convey its benefits?

Once you've answered all these questions, you

now have a list of potential sub-brand groups.

Discuss with your team which sub-brands feel

the most integral to your school's promotions,
then create a custom icon for each.

2. Do you have any unique processes that you LET’S KEEP IN TOUCH
follow to do your work? Are your products or
services grouped in any particular way? Email: phil@philpallen.co

Instagram: @philpallen

Twitter: @philpallen

LinkedIn: /philpallen

More resources: philpallen.co/resources

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