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 .

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Contents

03
INTRODUCTION
04
IDEAL CLIENT
06
BRAND PURPOSE
Welcome to this workbook Describing your audience Why your business exists

07
CORE VALUES
08
BRAND PERSONALITY
10
SUMMARY
Your business beliefs Attributes to fit your brand Your point of reference

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 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.
You’ve got to keep your audience in mind as you define your brand pillars, so let’s start by getting clear on your
ideal client. Even if you want to attract a big audience, at the centre of that group is the person who would be the
most perfect fit for your services. The person you’d be most excited to work with. Describe that person.

AGE GENDER

JOB LOCATION

LEVEL OF
EDUCATION
PERSONALITY
FAVOURITE
SOCIAL NETWORK

HOBBIES/ TITLES OF BLOG

INTERESTS POSTS THEY’RE
LIKELY TO READ

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Ideal Client | DESCRIBING YOUR AUDIENCE

2.
Let’s connect your client’s goals with the obstacles holding them back.
These should be related to the services you provide.

What does your What is stopping

ideal client them from reaching
want to achieve? that goal?

3.
What are the pain points that your ideal client is suffering from as a result of not being able to achieve their goals?

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Purpose | WHY YOUR BUSINESS EXISTS

1.
Now that you’ve identified your ideal client, let’s match their goals to the services you offer.
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.
Let’s sum it up. How is your client’s life improved as a result of working with you?
Helping your clients achieve this is your brand purpose.

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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.

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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

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

2.
An important part of expressing your brand personality is through the design elements of your branding.
Make some notes about how you want your brand’s visual experience to appear.
There are some different aspects of design for you to consider below.

COLOUR bright, muted, earthy, fluoro, cool, warm, gradients

TYPEFACES sans serif, serif, script, handwritten, bold, fine, italics, uppercase, lowercase,
tracking (letter-spacing — e.g. wide or tight), leading (line-height)
TEXTURES gritty, metallic, natural (wood), paper, marble, fabric, concrete
ICONS cartoony, outlined, realistic, woodcut, flat, illustrative, 3D, full-colour, one-colour
PHOTOGRAPHY describe the mood/vibe, colours, subject matter, scenery

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Summary | YOUR POINT OF REFERENCE

1.
Great! 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: (i.e. the outcome you help your ideal clients achieve and how you do it)

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

02 03

3.
My brand personality would be described as:

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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.
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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 (“furs” — like what my kitty, Pixel, leaves all
over my clothes. She’s so cute, I forgive her). I’m a brand
consultant & designer who helps service-based business
owners to develop compelling branding that perfectly
expresses the value and quality of the work they do.

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 branding 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.

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