Ebook HowToBrandAndSellYourExpertise Final

Consulting &
Advisory Firms
How to Brand
& Sell Your
Expertise
Online
The Rayvn Method
By Denny Kurien
website: www.rayvn.io
instagram: @rayvndesign
How To Brand & Sell Your Expertise | by Denny Kurien Page | 1

Welcome
Consulting &
Advisory Firms
Denny Kurien
Thank you for downloading this
Creative Director
& Co-Founder of e-workbook. This is a step-by-step
Rayvn Design roadmap that you can use to establish
your brand & expertise, and help you
grow your business online. You could be a
real-estate agency, a financial advisory, a
law firm, an interior design firm, a fitness
coach, or even run a branding & design
agency like me. One thing that we are
all respected for is our DEEP-SEATED
EXPERTISE on a subject matter.
People love doing business, with people

they trust and are subject matter
experts. In order to establish that
trust, you need to have a well crafted
brand - show up on their radar, and
provide them with content of value that
addresses their pain-points. Establish
your expertise, be refreshingly real &
transparent in interacting with them, and
pretty soon you will be looked at as the
go-to authority in your industry.
Good luck, and enjoy the journey!

How to make
the best use
of this book.
This book is meant to be a series of
interactive exercises, that will help
you discover your brand.
Through out this book, I will be referring

to a case-study example of branding we
did for Sarah Carlson, a financial planner
& wealth management professional.
Love Money Journal is her brand.
CASE-STUDY EXAMPLE:
Use the case-study examples we provide

as a guide to fill out the interactive fields
in this e-book, that pertains to YOUR
brand.

Consulting &
Advisory Firms:
Your brand revolves

around your ability to
educate people based
on the knowledge &
expertise that your
business has.

What you
will learn
Content
1. What is your brand? 6
2. Building your brand 10
• What is your niche?
• Who’s your target audience
• Create Your Positioning Statement
3. Create your visual brand 22

4. Create your offer 29
5. Create your online presence 33
6. Create your content strategy 39
7. Create your visibility strategy 45
8. Thank you. 49

1 What is your
brand?
Your brand is you company’s reputation.

It is the impression, or perception of a
business, based on their proven expertise,
within a particular niche (eg. you’re a
Financial Planner for Female Entrepeneurs
in Washinton, or you’re a maverick law
firm who only deals with high-profile class-
action lawsuits in Florida).
A true brand revolves around what other

people say about your business.

1 What is your
brand?
Here are a
few examples
of successful
brands
that we’ve
developed: Normand PLLC. Branding for a maverick law-firm in Florida
that specializes in high-profile class-action lawsuits
Wise Fitness. Branding for fitness training Love Money Journal. Branding for Sarah
program for women (50+). Carlson - Financial Advisor, Entrepreneur,
Mother of 4, who wants to empower women
to achieve financial freedom.

1 What is your
brand?
A strong brand is:
• Credible
• Personable
• Memorable
• Trustworthy

1 What is your
brand?
Benefits of having a
strong brand:
• Higher recognition in your industry

• People rely on your firm as the experts.
• You will be able to charge a premium
• Helps you stand out from your
competition.
• Leads to more opportunities

2 Building your
brand
In order to build a strong brand, you have to

ask yourself who you are, what kind of clients
do you serve, and why should they care to do
business with you.
You need to find yourself a niche. Because

people don’t like working with generalists.
They only like working with specialists who
have a deep expertise in what they do.
So one of the first steps to building your

personal brand, is to put a stake in the ground
and identify your unique niche that only you
can own.
2 Building your
brand
What is
your niche?
In order to be seen as an expert,
you need to find your niche.
Think of a niche as a business’
specialty or what you’re best
known for offering. By focusing
on a specific market, product,
or service you are able to really
hone in on finding quality
clients.

2 Building your
brand
How to find your niche?

A niche is a narrow focus within an area of interest.
This means you have to go deeper to find a niche that is perfect for you.
Example 1
Graphic Design Studio

Branding Design Studio
Niche Branding Design Studio

for Real-estate Market
Branding Design Studio Example 2:

for Luxury Condos
Financial Advisor
Financial Advisor for
Entreprenerus
Niche Financial Advisor for
Female Entrepreneurs
Financial Advisor for
Women Entrepreneurs who
CASE-STUDY EXAMPLE:
are also single parents
Now your turn.

WHAT IS YOUR NICHE AND WHO DO YOU SERVE?
Sarah Carlson is a Financial

Advisor who’s niche is
in providing personal
financial advice to female
entrepreneurs, ages 35-65,
who are also single parents.

2 Building your
brand
Your target
audience
Every brand must have an
audience. Without an audience,
you have no one to make an offer
to, or make an impact on.
The target audience will allow

your brand to deliver targeted
solutions to them and build a
strong community.

2 Building your
brand
Finding your audience:

If you could only attract a maximum of
10,000 followers in your entire life, who
would they be?
Describe them by answering the following questions:
WHAT DO THEY CALL THEMSELVES?

WHAT IS THEIR DEMOGRAPHIC?
(Age / Sex / Marital Status / Where They’re
Located / Profession / Income Level)
WHAT IS THEIR PSYCHOGRAPHIC?
(What have they experienced?)
EXAMPLE:
• Female Entrpreneurs (income: $200K+)

• Living in the Washington
• 35-65 years old (single)
• May have gone through divorce / widow /
trauma
WHAT DO THEY WANT?
EXAMPLE:
• They want to be able to control their

finances, while managing their business
& family life.

2 Building your
brand
WHY DO THEY WANT THAT?

EXAMPLE:
• So that they don’t go into debt

• They can make good financial decisions
that will grow their business, provide for
their families, and retire debt-free.
WHAT DO THEY CURRENTLY BELIEVE? EXAMPLE:
• They think having more money will solve

all their problems (it won’t).
• They are scared when it comes to
making money-related decisions (they
don’t have to be).
WHAT ARE THEIR BIGGEST CHALLENGES

/ PROBLEMS? EXAMPLE:
• COVID has disrupted their business.

They don’t know how they’re going to
pay the bills.
• How are they going to save up enough
money to retire?

2 Building your
brand
WHERE DO THEY WANT TO GO?

EXAMPLE:
• They want to be able to get out of debt

• They want to be able to build wealth so
they they can provide for their families,
and retire to a comfortable life.
HOW CAN YOU HELP THEM GET THERE? EXAMPLE:
• Provide them with educational content,

courses and 1-on-1 coaching so they can
get out of debt, build wealth, and live
their best life!
Now that you know who you are going after,

let’s craft your positioning statement.

2 Building your
brand
What is a Positioning
Statement?
A Positioning Statement is a brief description that defines:
+ what your busines does
+ who it does it for
+ the unique way that it does it to generate a particular result.
What is the purpose of a

Positioning Statement?
In one word: “clarity”.
+ Clarity internally (to your team)

+ Clarity externally (to your prospective clients)
Your positioning guides every decision within your business, and

how your brand is perceived in the marketplace.

2 Building your
brand
The 4 Key Elements of a

Positioning Statement
Positioning Statement =
1 (what you do) +
2 (your client type) +
3 (your services) +
4 (the results it generates)
EXAMPLE 1:
1
We are a social media marketing 1 (what you do) +
2
firm, that help restaurant owners
3
3 (your services) +
manage their instagram to create 4 (the results it generates)
4
repeat customers and loyal fans
EXAMPLE 2: (doesn’t always have to be in order ..)

1 2
We are a design studio, that creates 1 (what you do) +
3
brand identity systems to help tech
4
3 (your services) +
startups land investors and launch 4 (the results it generates)
their product to market.

2 Building your
brand
Positioning Statement
EXAMPLE 3: (our business)
1
We are a brand strategy & design firm, 1 (what you do) +
2 2 (your client type) +
that help knowledge-based businesses 3 (your services) +
3
create premium brands, so they can 4 (the results it generates)
4
attract high-paying clients.
1 2
EXAMPLE 4: (our client) I am a financial advisor, that help single
3
women entrepreneurs, manage their 1 (what you do) +
4 2 (your client type) +
money so that they can retire debt- 3 (your services) +
free and achieve personal & financial 4 (the results it generates)
fulfillment.
What’s your Positioning Statement

ENTER HERE:

2 Building your
brand
Your Positioning Statement should

be the first thing people read when
they go on your website ...
your social media profile ..
who you are

your
positioning
statement
your story
your offer
(see module 4)

2 Building your
brand
And here’s our

positioning statement

3 Create your
visual brand
Now that you have a clear idea of who
your customers are, as well as your
unique positioning .. how is that going to
tranlate into visual branding?
A lot can be communicated very simply,

and that is the great art of graphic design.
Remember, when you are creating your

visual brand, always keep in mind who
your target audience is.

3STEP 1:
Create your visual
brand
Figure out your brand’s personality

(Every brand has a personality that dictates how it
should look, act, and sound like. This makes you more
relatable on a human level to your prospective clients.)
There are 12 personalities

(we call them ‘Archetypes’)
Your brand may have a

combination of archetypes.
Find out your
= + brand’s personality.
Take the brand
personality quiz:
= + https://www.rayvn.io/archetype
(type or click the above link).

3STEP 2:
Create your visual
brand
Figure out your customer’s personality

(Certain personalities are drawn to certain brands.
What customer archetype is drawn to your brand?)
CASE-STUDY EXAMPLE:
Sarah Carlson is a
Financial Advisor.
Her target audience are
women entrpreneurs
between the ages of 35 to
65. They are well seasoned,
independent, and are
seeking advice & wisdom
on generating wealth so
that they could retire
comfortably.

3STEP 3:
Create your visual
brand
Put together a mood-board that suits your

brand’s personality.
A mood-board sets the tone for your visual identity.

It’s a collection of visual assets - whether it’s Colors,
images, text, photos, or any visual inspiration. It
encompasses who you are as a brand and how you want
to portray yourself to the world visually.
EXAMPLES OF 3 MOODBOARDS FOR:

3STEP 3:
Create your visual
brand
Decide on a moodboard direction that appeals

to both you as well as your customers.
CASE-STUDY EXAMPLE:
Sarah Carlson personal

brand needs to be seen
as a source of wisdom.
The target audience is

sophisticated & elegant, and
therefore the colors, and
fonts and photography we
chose communicated the
attributes of pure, strong,
elegant, classic, & minimal.

3STEP 3:
Create your visual
brand
Create your brand identity (logo, typeface

& color palette) based on the moodboard
you put together.
CASE-STUDY EXAMPLE:
These were the 3 brand

identity concepts we
came up with for Sarah
Carlson’s brand.

3STEP 4:
Create your visual
brand
Finalize your brand, and roll it across

all your marketing channels.
CASE-STUDY EXAMPLE:
Concept 1 was the final brand identity that was approved for Love Money Journal. The blue resonated
with Sarah because she was a graduate of Yale University (Yale’s colors). The serif font brought sophistication &
elegance, while the hand-written gold signature typeface for ‘Sarah Carlson’ made it personable & approachable.

4 Create
Your
Offer
Creating your signature offer is the value that
you are presenting to the world.
This offer will be a combination of your

background, skills, interests and experience,
crafted just for your target audience.
Hint, hint: This e-workbook you just

downloaded is my signature offer to you. It
is my way of demonstrating my value to you
(my target audience of consultants & advisory
businesses) - in the hope that one day you
might consider hiring us for our professional
branding & design services.
4
Create
your
offer
Your Offer
Position yourself as a
specialist, not a generalist.
Your offer should not be
generic and vague.
What you love to do

+ what you do best
+ what your audience wants most
= Your Offer

4
Create
your
offer
Now create a lead-magnet

in the form of your offer
A lead-magnet is something you will give

people access to, that’s of value to them,
in exchange for their email address:
• e-Book • Challenge
• Workbook • Template
• Worksheet • Tutorial
• Checklist • Training
• Calendar • Cheat-Sheet
• Process Roadmap • Systems Overview
• Case-Study • Slides
• Scripts • Outline
• Behind-the-scenes • Overview
• Sneak-peak • Video
• Sample Chapter • Mini-Course
• Guide • Free Full Course
• Packet • Free Strategy Call
• Printable • Webinar
• Step-by-step guide • Workshop
• Planner

4
Create
your
offer
CASE-STUDY EXAMPLE:
Sarah Carlson is a Financial Advisor. She wants to
educate women on personal finance. Her audience are
female entrepreneurs who are looking for advice on how
to manage their money, build wealth, and retire happy.
Her offer is all about changing people’s mindset towards
money - going from fearing money to thriving with it.
We created a lead-magnet in the form of a e-workbook called:

“How to go from fear to financial freedom in 8 steps”
www.lovemoneyjournal.com
04.
How to go Ev er been on a r oad trip and not used a m

It ’s p re tty har d to get t o y our destination if
want t o go , yo u’ll end up so

ap ? Unli ke ly.
yo u don’t
me wher e else. What a re
from fear
yo ur goals eight w eeks f ro m no w? What a re y our
Why ar e these important? Wr it e it d ow n.
freedom Why are they important to you?
in 8 steps.
8 weeks from now …
1 year from now …
3 years from now …
8 years from now …
ww w.love mone yjournal .c om
(note: You can create this yourself, or hire the help of a professional designer.)

5 Create
your online
presence
Here’s where we create your online
presence both in terms of your website
(landing page) as well as your social media
(instagram + facebook + LinkedIn).
We will also take you through the road-

map that you need to follow, in order
to create your digital sales-funnel. This
way people can start hiring you for your
services (be it advice, coaching, design -
ie. the high-ticket item you are selling).

5 Create your online
presence
Your Website
I highly recommend you create

your own website - even if it’s
simple landing page.
• Lock your domain name (your name, or your personal
branding name)
• Create your website using an online website builder
(Use Wix, SquareSpace, WebFlow, or Wordpress)
• Keep it up-to-date
What to include on
your website?
• Your logo & unique color palette
• Your postioning statement
• A professional photograph of you & your team
• The services you offer (provide case-studies if needed)
• Social proof (testimonials of happy clients who have hired you for your services in the past).
• Logos of companies you’ve worked with.
• Awards & Accolades Won / Online publications where you’ve been featured.
• A clear call-to-action
• About your company
• Online calendar for prospects to schedule consulting with you

presence
Anatomy of Your Website /

Landing page
your logo and
color palette
professional
photograph
your value
proposition
/ positioning
statement
introduce
your offer
your offer
Here’s the landing-page we created using & call to action
the Wix website-builder platform for (free lead-
http://lovemoneyjournal.com magnet)
The goal of the landing page is to get

your social
people to download our free e-book
proof
(“How to go from Fear to Financial (testimonials)
Freedom in 8 steps”) in exchange for
their email address
About you -
your story.
Contact
form

presence
Your Social Media
Choose 2-3 social media channels

you want to be present in. You don’t
need all of them.
Look at your target audience and

where they’re most likey to be
present.
For the purpose of this work-book, I’ve chosen Instagram (but you can
choose Facebook, LinkedIn, Twitter, YouTube, TikTok - the concept will
still be the same).
If you decide to use multiple social media channels, be sure to use the same
name, photo. and bio on all your social media channels. Upload content at a
consistency that is comfortable to you, but stay regular.

presence
Anatomy of your
Instagram channel
your instagram handle (seo)
who you are (seo)

your positioning
statement
your story
your offer & call to action
your website link
topics that you want

your audience to
know you for
Curated instagram
feed that is a mix of:
• single posts
• carousels
• videos
Note: Each of these

posts will fall into 1 of the
following catagories:
• Help posts
• Personal posts
• Sell posts
(more on this next in the

content strategy)

presence
Your digital sales funnel.

As a knowledge commerce professional,
this is how your social media content,
your website, your free offer & your paid
offer should all work together.

6 Create your
content
strategy
To drive traffic to your website, you need
to create content via blogs / social media
that can be crawled by search engines.
This also positions you as an expert.
Create content regularly using the

keywords from your niche.

6 Create your
content strategy
Your content should fall into 1 of 3

catagories : Help, Personal, or Sell.
Sell Personal Help
Help Help Personal
Help Help Help
PERSONAL POSTS (2/9) SELL POST (1/9)

Allow your clients to get familiar Help your audience Know you Think of these
with your services, without being better, and Like you more: as your personal
overly “salesy”: ads that you
1. Share the moment you knew want people to
1. Talk about your services from that this was the path for you. take action on:
the perspective of WHY you 2. Share a quote that inspires you.
created it 3. If you were starting again, what • Downloade
2. Share the benefit of your would you do differently now? free e-book
services. What’s in it for your 4. Share who you are outside of • Book 1-on-1
clients. business. d 1
consultation
3. Tell your audience what they 5. Share little known facts about • Attend your
may be doing wrong you. webinar
4. Share something your 6. Talk about a mistake you • Buy you /
audience should never do made. product /
5. Share what you do and your 7. Share what you learned from service
process. working with clients.
6. Share testimonials from clients
who’ve achieved great results
from working with you.

6 Create your
content strategy
Make a list of 30 questions you get

asked the most in your profession.
Teach what you know around 4 topics that your audience would be inerested in.
We call these “Help Posts” and will make up the majority of your content.
CASE-STUDY EXAMPLE:
Sarah Carlson is a Financial Planner.
These are the questions she gets asked the most
from people who approach her. These are their
pain-points that they want advice on. We divided
her expertise into 4 topics: Retirement, Trauma,
Money Mindset, & Budgeting:
PRIORITIES & BUDGETING

• Eating Healthy on a Bare Bones Budget
• How to slim down your body & budget
• 5 ways to prep for rising taxes
• How to get items removed from your credit repor t
• How to budget as a coupl e
• 8 ways to save money on a tight budget
• How to save money for the holidays

6 Create your
content strategy
If you were a fitness coach,

your content strategy
might look like this:
Teach what
you know
Healthy Recipes Gym Workout Videos

• Plant based • Gym from home
• Smoothie bowls • Yoga sessions
• Lunch ideas You are a fitness • Lower body workouts
• Quick Dinners coach who’s niche • Upper body workouts
is in training seniors
(50+)
Running Fitness Results

• Inspirational content • Client testimonials
• Warm up routines • Before & After
• Cool down routines • Personal results
• Milestones

6 Create your
content strategy
If you were a branding designer, your

content strategy might look like this:
Teach what
you know
Branding Logo Design

Education Education
• What is Purpose • How to design the right
• What is Vision You’re a branding logo for your brand.
designer who’s • What does your logo say
• What is Mission about your business?
• What are Values niche is in the
• Different types of logos
• What is your Niche? luxury real-estate • How do you know it’s
market time to change your logo?
Brand Identity Work You’ve Done For

Education Others
• Find the right font for • Case-Studies
your brand
• Client testimonials
• The right font pairing
that will work for your • Before & After
personality • Behind-The-Scenes
• The best colors to use • Your Process
for your brand
• What your brand colors
say about you

6 Create your
content strategy
So here’s the secret that not

many content creators are
willing to share ..
The content you create on Instagram can

be leveraged across other platorms to
build more awareness:
• Blog articles (Medium, LinkedIn, Quora)

• Podcasts
• Webinars
• Online Courses
• Infographics
• YouTube Videos
• TikTok Videos

7 Create your
visibility
strategy
To get more visibility, you need to get in the
public eye.
One of the ways to do this, is to use the

right hashtags for every post you create. In
Instagram, you are allowed a maximum of 30
hashtags.
In this module, I iwill explain how to find the

right hashtags to use in your post.

7 Create your
visibility strategy
How to find the right hashtags

for your post.
CASE-STUDY EXAMPLE:
This is an examples of
a post we created for
Sarah Carlson.
She provides financial
advice to female
entrpreneurs who might be
going through separation.
To target the right audience, you need to use 30 relevant hashtags within your niche.
For instagram accounts starting out (like Sarah’s) we recommend using 20 small
hashtags (10K to 300K posts), and 10 medium hashtags (301K to 1M posts). Here’s how
to find the right hashtags:
What’s the Post about (3) Who am I (7): What I help with (20):
#divorcerecovery #lovemoneyjournal #empoweringwomennow
#divorceadvice #sarahcarlson #personalfinanceforwomen
#divorcesupport #spokanesmallbusiness #successtipsforwomen
. #moneyexpert #succestips
#moneyblogger #savingyoumoney
#financialadvisor #savingmoneymatters
#moneysavingexpert #womenandfinance
#financialplanningtips
#fromnetworktonetworth
#youngsmartmoney

7 Create your
visibility strategy
Use Instagram Stories

to Drive Engagement
CASE-STUDY EXAMPLE:
Instagram stories only last for 24 hours, so this is
the perfect outlet for off-the-cuff to-camera video
content with minimal post production. This is great
for starting conversations, humanizing your brand,
getting real-time feedback straight from your target
audience, and promoting the instagram posts that
you’ve already created.
We suggest posting instagram stories in the following format:

Step 1: Hook. Step 2: Present your post. Step 3: Put your poll / question
Grab attention by creating a 60s video Address & solve the problem Get real-time feedback from your
on the topic you are about to post. audience on the topic of your post
(GOAL: DRIVE AWARENESS

(GOAL: get real-time feedback
(GOAL: HUMANIZE OF YOUR INSTAGRAM
from your audience and
YOUR BRAND) CONTENT) start a conversation)

7 Create your
visibility strategy
Here are ways to get more

visibility in what you do:
• Interviews & Public Relations

• Guest Blogging
• Public Speaking
• Partnerships & Collaborations
The more visibility activities

you do, the better.
The key here is to get exposure

through others’ existing
audiences.

Thank you!
I hope you enjoyed going through this
e-workbook, and that you found it of
value.
Denny Kurien
Creative Director This book has been an amalgamation of
& Co-Founder of everything I’ve learned over the years in
Rayvn Design
terms of creating successful brands for
other professional service businesses. I
hope you will be able to do the same for
your business.
The Next Step

So for those of you who feel
could use some extra help in
getting your online business
up and running in terms of
branding, design, and marketing,
and would like to use our
services, then please email: Prices will increase the future, but as of Dec 2022:
denny@rayvn.io
Brand Identity Design:
US $9,950 (timeline 6 weeks)
Goodluck, and wish you all the
best in your business! Brand Identity Design + Website Design &
Development + Social Media Identity:
US $34,950 (timeline 16 weeks)

Client’s we’ve helped:
“I previously tried to work with local branding consulting firms,
but found their processes to be immature. There was also a lack
of follow-through on their deliverables. Denny & the Rayvn team
were systematic and thoughtful, and exceeded my expectations
when it came to delivery. They listened, took my feedback,
did their research and help me create something special.
Sarah Carlson They added their own creative spin on ideas & concepts that I
Financial Advisor,
had built, and improved every part of my brand. It has been a
Love Money Journal,
wonderful experience in creativity & professionalism”.
Spokane, Washington, US

“First, I’ll share a confession… After a decade as an advertising

creative director leading some of the world’s coolest brands,
I’m hard to impress. I’ve worked with numerous designers &
branding experts in the past who failed to deliver what they
promised. Yet working with Denny and the Rayvn team has
been an absolute delight. Denny is an attentive listener, fiercely
Sally Hogshead responsive, and savvy with fickle digital marketing trends.
New York Times bestselling
Our teams worked closely to transform ideas into a gorgeous
author, Hall of Fame Speaker,
portfolio of images and digital content, for social media and
CEO & Founder of ‘How to
presentations. We’re thrilled with the results!”
Fascinate”,
Orlando, Florida, US

“We were very impressed with the hands-on support from

Denny and the Rayvn Team. During our initial call, they offered
a fresh approach supported by a clear proposal and timeline.
During the brand discovery & strategy session, they took the
time to listen all the 5 partners perspectives, understand our
goals and challenges, and review the competitive landscape
Peter Thoma of our industry. They delivered exactly what we wanted -they
Founder & President,
modernized our company brand, sharpened our messaging, and
urbanMetrics Inc.
better positioned our services towards our clients.”
(urban planning & real-
estate strategy firm,
Toronto, Ontario, Canada)

“I’m extremely happy with the rebrand of Legacy Life

Project. I liked Rayvn’scommunication style and professional
approach. They told us what they would do, and then
they did it. They listened to our ideas and concerns, and
implemented changes as needed, while still guiding and
adding value at each step. I highly recommend them!”
Jim Hobart
Founder,
Legacy Life Project,
(mini-documentary & video
production studio,
Orlando, Florida, US)

“Denny & his Rayvns have a way of understanding and evolving

the vision you have in mind and show you something that
completely exceeds your expectations. We got 20x return from
the clarity we gained from our new brand positioning. They
have made us feel as good as we want to look! What started
out as a logo design project turned into a full branding exercise
Ed Normand simply because it was easy to trust their collective strategy and
Founder & Senior Attorney,
direction. Our new brand is bold & timeless, and will serve us
Normand PLLC. Law Firm
well in years to come. I highly recommend them!”
Orlando, Florida, US

website: rayvn.io
instagram: @rayvndesign
email: denny@rayvn.io

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Consulting &

How To Brand & Sell Your Expertise | by Denny Kurien Page | 1

People love doing business, with people

Good luck, and enjoy the journey!

Through out this book, I will be referring

Love Money Journal is her brand.

Use the case-study examples we provide

How To Brand & Sell Your Expertise | by Denny Kurien Page | 3

Your brand revolves

How To Brand & Sell Your Expertise | by Denny Kurien Page | 4

• Who’s your target audience

• Create Your Positioning Statement

3. Create your visual brand 22

How To Brand & Sell Your Expertise | by Denny Kurien Page | 5

Your brand is you company’s reputation.

A true brand revolves around what other

How To Brand & Sell Your Expertise | by Denny Kurien Page | 6

How To Brand & Sell Your Expertise | by Denny Kurien Page | 7

A strong brand is:

How To Brand & Sell Your Expertise | by Denny Kurien Page | 8

• Higher recognition in your industry

How To Brand & Sell Your Expertise | by Denny Kurien Page | 9

In order to build a strong brand, you have to

You need to find yourself a niche. Because

So one of the first steps to building your

How To Brand & Sell Your Expertise | by Denny Kurien Page | 11

How to find your niche?

Graphic Design Studio

Niche Branding Design Studio

Branding Design Studio Example 2:

Now your turn.

Sarah Carlson is a Financial

How To Brand & Sell Your Expertise | by Denny Kurien Page | 12

The target audience will allow

How To Brand & Sell Your Expertise | by Denny Kurien Page | 13

Finding your audience:

Describe them by answering the following questions:

WHAT DO THEY CALL THEMSELVES?

• Female Entrpreneurs (income: $200K+)

• They want to be able to control their

How To Brand & Sell Your Expertise | by Denny Kurien Page | 14

Finding your audience:

WHY DO THEY WANT THAT?

• So that they don’t go into debt

WHAT DO THEY CURRENTLY BELIEVE? EXAMPLE:

• They think having more money will solve

WHAT ARE THEIR BIGGEST CHALLENGES

• COVID has disrupted their business.

How To Brand & Sell Your Expertise | by Denny Kurien Page | 15

Finding your audience:

WHERE DO THEY WANT TO GO?

• They want to be able to get out of debt

HOW CAN YOU HELP THEM GET THERE? EXAMPLE:

• Provide them with educational content,

Now that you know who you are going after,

How To Brand & Sell Your Expertise | by Denny Kurien Page | 16

What is the purpose of a

+ Clarity internally (to your team)

Your positioning guides every decision within your business, and

How To Brand & Sell Your Expertise | by Denny Kurien Page | 17

The 4 Key Elements of a

EXAMPLE 2: (doesn’t always have to be in order ..)