S T U D I O

P U R A E S T

C R E AT I V E
B O U T I Q U E
W E L C O M E T O Y O U R

BRAND PLAN
A G U I D E T O G R O W Y O U R B R A N D
B O U T I Q U E
C R E AT I V E

P U R A E S T
S T U D I O
 The purpose of creating this
workbook is in the hope that it will
help you avoid making the mistakes
I see many business owners make
when first creating their brands.

P U R A E S T S T U D I O
 H O W I T C A N H E L P Y O U . . .

If there is one piece of advice I can give you, it is to create

solid foundations first (aka a brand strategy) - so you can make
an impact from the moment your brand is released into the
world. These key elements I will guide you through in this
workbook, are a beautiful way to stay true and consistent on
your path to building a successful, purposeful brand.
When a brand owner has clarity it can honestly be one of
the most powerful things for a business, especially
when rooted in purpose.

With the necessary tools in place, your brand can

influence the way people engage with your business and feel
about your offering in the way that you truly desire.
As a result you will grow your business in the right direction
and create the impact you dream of.

A brand strategy helps you map out your brand vision – what
your brand stands for, who your ideal clients are and how you
want them to think of you. Once your brand strategy is crystal
clear it sets you up to make informed decisions on every aspect of
your business. Saving you a lot of sleepless nights!

P U R A E S T S T U D I O
 H O W T O A P P R O A C H I T

To create an impactful brand,

first, you need to do a bit of soul
searching. So, before you can really
dig into your brand identity,
you have to paint a clear picture of
who you are, what your company
represents, who your market
and audience is, and what your
goals are for the future.

P U R A E S T S T U D I O
 Your Business Name

W O R K B O O K
Q U E S T I O N S
Purpose
0 0 1

This section is perfect to come back to when you are having one of those foggy days
all entrepreneurs experience from time to time. It tells you why you set on this path
to begin with, your true north if you will.

Why does your brand exist? What is your purpose?

What do you stand for? What is your “One Thing” above all else? P U R A E S T. C O M . A U
 Positioning

W O R K B O O K
0 0 2

This simply states what you have to offer the world. It is handy to revisit and
interesting to review from time to time to see if the offering you wrote down

Q U E S T I O N S
still serves you and your customers.

What does your brand do? What types of products and services do you provide?

What makes you truly shine in a crowded marketplace? What are your
unique selling points and why would people choose you over a competitor?

P U R A E S T. C O M . A U
 People

W O R K B O O K
0 0 3

In everything you do, you need to have pure focus on who you are talking to.
You can’t be everything to everyone, so the more clarity you have on the who,

Q U E S T I O N S
the more clarity you will have with the what.

Tip: If you aren’t sure of any of these answers, ask someone that fits the image of your ideal customer.

How do you want people to think & feel about your brand?
Tip: List key emotions you want someone to have when engaging with your brand.

What specific problems are customers trying to solve when they

turn to your business?
P U R A E S T. C O M . A U
How do customers choose suppliers like your business? What factors are

W O R K B O O K
most important to the buying decision?

Q U E S T I O N S
Why should someone choose your brand over another? Describe the value
your brand adds to your customer.

P U R A E S T. C O M . A U
Client Avatar

W O R K B O O K
Your client avatar is an imaginary person who represents that characteristics
of your ideal customer. It allows you to tap into what motivates them and

Q U E S T I O N S
gives you what you need to create the perfect solutions.

Tip: Throughout these exercises get as specific as you can & tell us all the things you can think about them! The more
you are able to understand your ideal client or customer, the more clarity you will have in your marketing efforts.

Picture your ideal client or customer as if they were a close friend & write about
them. How old are they? What do they do for a living? What do they value most in
life? What are their driving forces? Where do they shop? What do they spend their
money on? What do they do for fun?
Tip: If you are new to all of this and currently don’t have an ideal customer, use your imagination and have fun with it!

P U R A E S T. C O M . A U
Transport your dream client from pain island to pleasure island. Write down what

W O R K B O O K
it is like to live in their shoes on pain island, what keeps them up at night? Then,
describe pleasure island once they have encountered your solution - what does
their life look like then?

Q U E S T I O N S
Describe Pain Island:

Describe Pleasure Island:

P U R A E S T. C O M . A U
 Path

W O R K B O O K
0 0 4

Creating your vision, mission and values are the DNA of any successful brand.
They are vital to creating direction and goals in every facet of the business.

Q U E S T I O N S
Tip: Once you have distilled, put them somewhere you will see often to keep your focus and inspired.

Vision Statement
Think of this as the tomorrow for your brand. Ask yourself - if your brand had
achieved the impact you seek to make, what would the world look like? Think big,
brands have the potential to change the world!

E.g. To create the best, most heart-centred brands that are guaranteed to connect and inspire positive change in the world.

P U R A E S T. C O M . A U
Mission Statement

W O R K B O O K
Your mission statement focuses on the today of your brand. It describes how you
are going to achieve your vision. What are you going to do, how are you going to

Q U E S T I O N S
do it and who are you doing it for?

E.g. To connect through creativity. Transforming purposeful visions into successful brands that inspire the world around us.

List your 3-6 core values (include a sentence or two about how they apply to your brand)

Tip: Think about what matters most to you and what your brand will live by. E.g. freedom, purpose, growth.
P U R A E S T. C O M . A U
 List 3 short-term goals you have in your business:

W O R K B O O K
Q U E S T I O N S
List 3 long-term goals you have in your business:

Personality
0 0 5

Every brand has an identity, evokes certain emotions and has a nature that
is synonymous with them. It is essential for this personality to be consistent
throughout all of your communications.

Tone of Voice
P U R A E S T. C O M . A U

Your brand voice is the personality and emotion infused into your communications.
Imagine your brand as a person, what would they be like.

Tip: Revert back to your target audience, think about how you would talk to them in order to help add
value and solve their problems.
What do you sound like? Write down 3-5 adjectives that speak to the

W O R K B O O K
characteristics of your brand.

E.g. formal vs. casual, serious vs. funny, respectful vs. irreverent, matter of a fact vs. enthusiastic

Q U E S T I O N S
List 3-5 words how you want to speak to your audience. Perhaps you’d like
your brand to be perceived as premium, high-end, edgy, flirty, modern, bold
or authoritative.

What should people feel when they see your content? List 3-5 words that reflect
the emotions your brand evokes.

E.g. understood, empowered, inspired

P U R A E S T. C O M . A U
List 10 words that would be in your brand dictionary.

W O R K B O O K
These are a really useful reference point and help to inspire anyone writing for your brand.

Q U E S T I O N S
Write down an example piece of writing that speaks to your brand tone.

P U R A E S T. C O M . A U
Congratulations, you did it!

You are probably wondering what’s next?...

Now that you have uncovered this powerful information about your brand
and your business,
it’s the perfect time to book in for a 1 hour brand workshop.
Through this session, we can put a plan together to bring your brand to
reality.

This free workshop is exclusively for those who have completed this work-
book and are looking to take their purposeful brand to the next level.

We have limited spots available and work with a select number of brands.

B O O K T O D AY
thank you

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