K AY E P U T N A M .

C O M

THE

GUIDE
Brand
Gravity
H e y G e n i u s !

I’m Kaye (pronounced just like the letter) and I’m a

psychology-driven brand strategist. In a traditionally
design-first industry, my psychology-first approach is the
innate advantage I’ve used to grow my business exponentially
year-over-year. Now, I want to teach you how I consistently
create content and sales (even in my sleep, sometimes).

My goal is to help you help you draw out your

inner genius... and formulate laser-focused
content and sales systems that magnetically
attract the people you’re destined to serve.
Building a compelling brand is high-leverage work with
exponential benefits that touch everything else that you do.

With that said, it’s important to note that the Brand Gravity
System guide isn’t just about logos, fonts and colors. Too
many entrepreneurs assume that branding stops after
creating the right ‘look’.

In reality, we build our brands with every social media post,

every video and each experience that our ideal customers
have with us.

Once you’ve figured out the basics of your brand (the look, the
feel, the colors, the fonts...etc.) it’s time to BE your brand. This
guide is about teaching you how to build a content strategy in
a powerful and sustainable way.

I want to help you create the kind of brand synergy that

the big brands have entire departments to manage -
without the gigantic budget or the overwhelm.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 01
 Here’s what you’re
about to learn:

01
How to transform the way you think about sales and learn the
attraction mechanisms I use to help successful entrepreneurs
build 6 & 7 figure brands

02 How to use the Brand Gravity Formula to get off the content
treadmill and still become the go-to, thought leader in your niche

03 How to build demand among your audience for what you

offer - with an effective (and consistent) content plan

04 Plus a few other psychology-driven methods I’ve used to expand

brands for the past decade

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 02
 By the end of this guide
you’ll have the:

01 Knowledge to build consistent content & sales systems that work

for you - even when you’re not working

02 Remarkably effective & repeatable Brand Gravity System you

can use over-and-over to multiply your income and impact

03 ...and the exact step-by-step instructions you need to implement

this game-changing equation in your business.

This guide is built for

established entrepreneurs,
just like you, to help you
become a thought leader in
your space and to start
communicating with
consistency and clarity.
This Guide
Can Help You If:
...You’ve got the basics down. You have a business and
you’ve sold your services, coaching, consulting or
products before.

...You want to reach wayyy more people when you

publish content.

… Content production feels like a never-ending

treadmill, and it’s a challenge to stay consistent.

… Every lead, follow-up, and sale takes time and effort

from you personally.

… If you’re being honest, there’s still some uncertainty

around your message, market position, and offers.

… You’d like to scale your business, but aren’t

interested in working more hours or having less
flexibility.

… You experience a disconcerting yo-yo effect where

you work hard and attract leads, then get busy and
stop marketing… then have to start all over again.

04
This Guide Might Not
Be Right For You If…
… You’ve made a sale or two but nothing consistent yet

… You’re in the beginning stages of launching your business

… You’re not quite sure what you sell or who you serve

What To Do
If You’re A Beginner

I have a lot of great tools for entrepreneurs who are just starting to grow
their brands. Your core goals right now are to figure out who you are
(what I call formulating your ‘innate advantage’), and getting clarity
around who you serve, and how you serve them.

Here are some resources that I’ve compiled that

can help you figure those things out:

CLICK HERE TO CHECK OUT LAUNCH WITH VELOCITY

& LOTS OF OTHER *FREE* RESOURCES!

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 05
ABOUT

Kaye Putnam

It’s nice to meet you

& I’m glad you’re here!

I help entrepreneurs around the world

attract their ideal clients by building
authentic & powerful brands.
While my formal degree is in Marketing with a
Psychology minor, my true education came from
working with entrepreneurs just like YOU.

I’ve worked with public speakers featured on TEDx

stages to writers with best-selling books and
everyone in between. From real estate to coaching,
I’ve helped to develop and transform hundreds of
brands.

What I’m most known for is my belief and execution

of psychology-driven brand strategy. You know,
connecting with people on that emotional, gut level.
I help entrepreneurs tap into their magnetic essence
and set up systems that increase demand for their
brand.

Now it’s your turn ;)

K AY E P U T N A M . C O M / B R A N D G R AV I T Y
This Formula Will Change
The Way You Do Business.
Tracking down sales person-by-person is exhausting. Having to
constantly be on top of outbound sales DM’s, emails, and phone
calls with a small team or no team at all is no small task.

I’ve found that the reason most entrepreneurs aren’t seeing the
financial gain and brand expansion they’d like to see is because
their systems just aren’t sustainable.

This problem of having to constantly apply direct effort to generate

sales and leads pushed me to create the Brand Gravity System.

Why I Created The

Brand Gravity System

The Brand Gravity System was originally

constructed as a content strategy that I built for
my own business when I became exhausted by
tracking down leads and sales one-by-one.
I had to find a way to set up a semi-passive system for increasing
sales and the demand for my brand AND create brand leverage
that would allow me to grow into the future. (Plus, I wanted time to
hang with my kids & watch Battlestar Galactica
on the couch with my husband!)

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 07
THIS formula is the way to generate leads and sales
consistently without spending all your time doing it.

When you shift demand from tracking down your customers,

to magnetically attracting them right to you. You’re able to
spend more time in your genius zone.
PLUS - It actually positions you as a leader in your industry
because you’re creating content consistently & easily. Setting
you up to be top-of-mind for interview requests, joint-venture
opportunities, and much more.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 08
 W H AT I S

Brand Gravity?
/NOUN/

Brand Gravity
Brand Gravity is the process of attracting
your ideal audience into your orbit - and then
converting them into customers.

WHY?

Because getting to the next level in your

business will require an attraction system
that leads your audience to buy - on repeat.

And not in a used car salesman kind of way.

In a “how did you magically know exactly what
I’m experiencing and what I need?” kind of
way.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 10
 The Brand
GravitySystem
The Brand Gravity System is a 3-Stage Content
and Conversion System that every brand needs
to consistently attract leads and sales.

H E R E ’ S T H E B R A N D G R AV I T Y SYST E M :

Serve + Nurture + Attract

= Impact, Income, & Growth

The key here is that you actually need a system for each of
the three phases outlined in the equation. If one system is
absent or not effective, you’ll find that your business growth,
impact, and income will start to become stagnant.
Many of the concepts in this chapter will be familiar to you. But how to get them
all to merge and work together without becoming overwhelmed? That will be an
eye-opener for you - and we’ll cover it next.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 11
 This is the game-changing diagram that shows how the
Brand Gravity System actually works.

There are three phases in this system and it’s built to amplify your income
and your impact. If you look at the above diagram, from left to right, you’ll
see the phase names and the corresponding metric or goal.
As you read more about each phase, you’re no doubt going to see some of the strategies you’re
already doing. You may even see some areas you’re weak or strong in. Take note of those.

Notes
Phase 1: Attract
Phase 1 is how you attract new audience members into your orbit.

Metric:
The defining metric that we’re looking at for the third phase is Audience. (Or if we
want to use marketing jargon, we’re looking for Reach. AKA the number of eyeballs
that see our brand.) Namely, getting in front of an audience that could potentially be
interested in buying our offers in the future. An audience that we can bring into our
ecosystems and nurture.

Tools:
Here are some ways that you use to grow and attract new audience members
(note: these are listed in order of speed of effect):

+ S E O ( S L O W E S T, F R E E )
+ DISCOVERY ON SOCIAL MEDIA
+ OPA (OTHER PEOPLE’S AUDIENCES)
+ PRESS / PR
+ A D S ( FA S T E S T, R E Q U I R E S B U D G E T )

If you are utilizing social media (or any platform that you don’t ‘own’) to attract
audience members (ex. Instagram, Facebook, Youtube etc.), you’ll want to create
CTA’s in your content that entice them to give you their email address in exchange for
upgraded content. This ensures you’re not building your brand on borrowed ground.

Genius Tip! Pinterest ads can be a bargain if you’ve got a lead

magnet and want to grow your audience.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 17
Phase 2: Nurture
Phase 2 is where the magic happens. This is where you ‘be’ your
brand. After someone 'opts in' to your brand in some way (by signing
up for your email, following you on social, or subscribing) we need to
deepen the relationship with them. This is a crucial process for
building trust and increasing sales.

Metric:
The defining metric that we’re looking at for the second
phase is Leads. One of the key benefits of this phase is
that it’s designed to build trust. The more your audience
trusts your brand, the less time you actually have to
spend *selling* to them.

Tools:
Here are some ways that you can nurture your audience
and indoctrinate them into your brand:

+ EMAIL MARKETING
+ SOCIAL MEDIA
+ BLOGGING
+ PODCASTING
+ VIDEOS

Any of these tools can make

sense for most businesses.
But there are a few expert tips
that I want to share with you, so
that you are spending your time
wisely when creating content.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y
SOCIAL MEDIA CAN BE A TIME SUCK
(NO SURPRISE HERE!)

Spend time on social media with purpose. It’s important for you to reserve your brain
power and energy for business activities that are within your genius zone.

Genius Tip! Focus on the growth of one platform at a time

(6 months or so). Do not try to be on every platform from the
start. Purchasing a course or guide from someone who is a
subject matter expert in the platform you are choosing to
focus on can shortcut your learning time considerably.

GET OFF THE CONTENT TREADMILL

If you’re spending the majority of your time creating content, and no time selling, or
attracting new audience members, your business growth will halt. You must be strategic
about how you produce your content and when you release it. (Don’t worry, you’ll learn
more about that soon.)

N U R T U R E YO U R A U D I E N C E I N
A WAY YO U C A N S U S TA I N
Nurturing your audience needs to be done in a way that is sustainable for you..
Make it as simple as possible. Being active on all platforms without a team and no
plan is really hard. So, focus your energy on the platforms that best suit your business -
and that you enjoy. What this might look like:

+ B ATC H I N G CO N T E N T
+ O U TS O U R C I N G TA S KS TO A T E A M M E M B E R
+ U S I N G S O C I A L M E D I A S C H E D U L I N G S O F T WA R E

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 16
Phase 3: Serve
This phase is all about making sales and serving your customers.

Metric:
In this final phase the metric that we’re looking at is Sales. Everything that is created in
this phase, from content to landing pages, needs to lead to a CTA (call-to-action)
that attracts your future client or customer to take the next step with you.

Tools:
Here are some ways that you can introduce your offers and sell your products,
coaching, services, and more to your customers and clients:

SALES CALLS OR SALES DMS

These are the easiest methods of conversion for newer entrepreneurs. The barrier to
entry is lower, as nothing needs to be prepared ahead of time. However, these are the
most time-consuming because they directly require your time.

SALES PAGES

Long form sales pages are great for converting customers from ads or email
funnels. They can work for you in your sleep and sell your lower-cost products
around the clock. They require a moderately sophisticated front-end setup, and
some technology know-how.

WEBINAR SALES

The most complicated of the bunch, but works wonders for selling higher-priced
coaching, or teaching. They require a more complex software setup but can generate
a lot of new business in a short amount of time if implemented properly.

PROPOSALS

Often used for people who sell services, or provide consulting. Proposals are a
great way to throw your hat in the ring and show your expertise to potential clients.
They require an upfront time investment and a longer sales process, but they yield
high returns and can create retainer clients for entrepreneurs.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 13
 0
H E R E A R E S O M E O T H E R WAY S T O U S E
VA R I O U S P L AT F O R M S TO S E L L YO U R P R O D U C T S :

+ S P E A K I N G F R O M STAG E
+ J O I N T V E N T U R E S W I T H OT H E R C R E ATO R S
+ LIVE EVENTS
+ PODCASTS

Genius Tip! There are no hard or fast rules to how or where

you can sell. You just need to build a system that helps you to
sell with intention and give value to your audience.
Choose the one that resonates most with you, and run with it.

Next, you’re going to receive a set of instructions. They will

teach you the Order of Operations so that you can optimize
your current systems and implement the Brand Gravity
System into your business.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 14
 Order of Operations
a.k.a Implementing The Brand Gravity System

Now that you have a clear understanding of what the

0
01
Brand Gravity System is and how the components work
together in your business. It’s time to implement.

Action Item 1: Choose 1 Strategy For

Each of the 3 Phases

Instead of trying to do a slew of different things, you’ll

want to focus on one strategy in each phase. Once
you’ve optimized and created a sustainable system for it,
you can move on to adding more.

Simplify everywhere you can, so that creating content

doesn’t take over your life.

Get help from a Virtual Assistant or freelancer

when you need it.

Repurpose as much content as you can. (Remember,

repetition in messaging is normal - and in fact, it’s best
practice.)

Key Takeaway: Make each system simple

and sustainable.

Questions To Ask Yourself:

+ What is your strategy to attract?
+ What is your strategy to nurture?
+ What is your strategy to serve?

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 18
02
Action Item 2: Plan Ahead Your Launches/Campaigns
For The Quarter

Planning your launches in advance helps you to determine what kind of

sales-oriented content you will create.

Having an organized plan will help you to generate more income in your business,
ensure you avoid shiny objects, and keep you moving forward.

Key Takeaway: Know what you’re launching and when - so you

know what to talk about when.

Questions To Ask Yourself:

+ What do I want to launch or create in the next 12 weeks?

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 19
03
Action Item 3: Create 12 Content Topics &
Their Corresponding CTAs

It’s time to draft 12 content categories. Some should

be promoting your launches/campaigns coming up
in the next quarter, while others should be for
evergreen content.

Each piece of content should have a goal.

Whether that’s to join your email list,
or to sign up for your new program.

Drafting your content ideas beforehand means that

you don’t have to work from scratch each time.

Key Takeaway: Every piece of content you create

should have a goal.

Questions To Ask Yourself:

+ What kind of stories can I tell to
connect with my audience?
+ What kind of content does my
audience want to see right now?

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 20
Now it’s time to follow the Brand Gravity System to create and publish
your content. Figure out your weekly rhythm and how you’ll share and
promote consistently using your chosen tools.

But to give you a jumpstart I’ve compiled a few keys to consistency that
make content production easier and more effective.

Keys to Effective & Consistent

Content Creation

Make Brand Decisions Before Creating

Don't let this paralyze you, but having your brand determined - even if it's
just for "right now" gives you clarity when you sit down to create.

Use Templates!
Don't reinvent the wheel every day (unless, maybe, you're a designer and this
is how you walk your talk.) Leverage templates for consistency and speed.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 21
 Document Your Brand Standards
Get your brand out of your brain. This is helpful for solopreneurs and crucial for anyone
that works with team members. Be sure to include both voice and visual standards.

Curate Stock or Take Images In Advance

Have a folder of "on brand" graphics and images ready at all times makes
posting much faster. Replenish it on a periodic basis.

Batch-Create When Possible

Instead of writing one post or recording one video, create several at the same time.
This helps you get into flow, and also gives you content to schedule in advance.

Use Tools For Scheduling & Planning

Email automations, social media schedulers, and planning/brainstorming tools
like Asana keep busy entrepreneurs sane.

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 22
 W O W, T H AT ’ S
A L O T T O TA K E I N .

I know that this is a lot for you to implement. #SorryNotSorry.

I pride myself on providing comprehensive material and over-delivering.

Even when it’s free!

Taking your business to the next level and scaling your offers and services
is a very specific process. And the 3-phase system that I’ve just introduced
you is the way to explode your income, audience and impact.

The best part is... there is no secret or magic to it.

I’ve already given you the outline you need to be successful using this
system right in this guide. You can implement this sytem and you’ll find
success. I know, because I’ve done it. The only difference is that I didn’t
have anyone to help guide me through the process... and it was hard
going at it alone, piecing everything together through trial and error.

The difference is - You don’t have to do it alone, or take as long as I did to

build this system into your brand.

Let me tell you how...

K AY E P U T N A M . C O M / B R A N D G R AV I T Y 23
I created a 2-hour interactive workshop to help entrepreneurs like you to
define your own 6-month Brand Gravity strategy for your brand, so you are
attracting leads and sales consistently.

Because after you figure out what your brand is, it’s time to focus on BEING
your brand in the market.

I want to help you set your winning strategy by giving you access to all the
tools and systems I use. I’ll show you everything I did to create a content,
lead & sales generation system so that you can grow your income, audience,
and impact. If you’re ready for your brand to “grow up” and create the
results you know it can, I invite you to the Clarity to Scale workshop.

Let’s grow your brand.

My 2-hour brand growth & scaling workshop, called

Clarity to Scale is available for you to access now.

LEARN MORE AND GET ACCESS HERE

 THE

Brand
Gravity GUIDE

K AY E P U T N A M . C O M