Brand Activator Introduction:

So youre ready to ACTIVATE! You are officially one of the small percentages of
entrepreneurs that understand the importance of brand strategy. 99% of the
people I coach and consult put the cart way before the horse and end up paying
for it in the long run. I personally want to thank you on behalf of consumers
around the world for investing your brand and applying intention to your strategy.

The Brand Activator Was Designed To:

Define your brand positioning

Determine the strengths and weaknesses of your brand
Identify its Pros and Cons
Establish where your brand works
Identify weaknesses and inconsistencies
Develop opportunities for growth and improvement
Create the perfect ideal client profile / avatar
Define your brand messaging
Help you find a creative talent / partner
Impact your target audience through social media
Increase your digital footprint
Maximize your brand awareness

At the end of the Brand Activator you will be able to identify all the above in order
to create an unshakeable foundation for your business to grow.

Warning: You get out of this process what you put into it; Do not half ass this
program unless you want half ass results.

I recommend you work through the Brand Activator as quickly and thoroughly as
possible. This isnt something you want to sit on. The sooner you identify all of
these critical areas in your business the sooner you will achieve your goal.

If you ever have questions about this program or want to reach out to me please
email me directly at ap@aaronpierson.com. Now, get to work!
INDEX:

DEFINE
Activator / Brand Audit
Brand Vocabulary Guide
Finding Design Inspiration
Creating An Ideal Client Profile / Avatar
Color Theory

CREATE
Digital Brand Checklist
Finding Creative Talent

IMPACT
Social Media Daily Checklist
Creating Brand Ambassadors

NOTE: Click this icon as you are navigation through the ACTIVATOR
workbook for a more in depth explanation on each category.
BRAND AUDIT
VISION
In order to carry a
positive action we
must develop here a
positive vision.
-Dalai Lama
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VISION:
Why does COMPANY NAME exist? What is its essential purpose?

What is your brand striving to become?

What is the most important long-term goal that engages and challenges you or
your entire team?
VALUES
When your values
are clear to you,
making decisions
becomes easier.
-Roy E. Disney
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VALUES:
List five fundamental beliefs and principles that stand the test of time
and guide your organizations behavior.

1.

2.

3.

4.

5.
CONCEPT
There is nothing
worse than a sharp
image of a fuzzy
concept.
-Ansel Adams
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CONCEPT:
What business are you in?

What is the business concept or rationale behind your company?

Why is this important?

What is your overriding mission?

Why do you think youre a player in the business youre in?

DIFFERENTIATION
Progress is measured
by the degree of
differentiation within a
society.
- Herbert Read
DIFFERENTIATION:
What is the one thing that makes your organization unique?

How do you separate yourself from the pack?

What words or attributes would you use to describe your organization?

Rank them in order of importance.

In which category are you rst, or would like to be rst?

DIFFERENTIATION:
If you could own one exclusive word or phrase in your customers mind, what would it be?

What words or attributes do your customers use to describe your organization?

Rank them in order of importance.

What words or attributes do your competitors use to dene your organization?

Which ones have the most sticking power?

Are there any other misconceptions youd like to see changed?

DIFFERENTIATION:
Who are your main competitors? Rank them in order of market
importance/inuence.

What are their respective core strengths?

What words or attributes do you think your competitors own in the prospects mind?

Are your competitors positioning themselves in a particular way?

What claims are they making?

What are your competitors core weaknesses? In what ways are they vulnerable?
PROMISE
Keep every promise
you make and only
make promises you
can keep.
-Anthony Hitt
PROMISE:
What solution do you sell?

What problem do you solve?

What do you promise and deliver on?

BENEFIT
Every adversity, every
failure, every heartache
carries with it the seed
of an equal or greater
benefit.
-Napoleon Hill
BENEFIT:
What are your organizations core strengths and advantages?
Rank them in order of importance.

How do you dene quality?

What are the benets of doing business with your organization?

Which benet is most important? Why?

What are the benets of your product? Which benet is most important? Why?
BENEFIT:
Are any of these benets unique to your organization and product?

Do you stress any attributes or benets that your competitors do not?

What are your companys core weaknesses? What are you doing to address
or overcome them?
MOTIVATION
If you can dream it,
you can do it.
-Walt Disney
MOTIVATION:
Who purchases your product? Describe them.

What motivates them to buy your product?

What are their main concerns or hot buttons?

What are their main objections to your product?

MOTIVATION:
Who doesnt buy your product, and why?

Are there other gatekeepers and inuencers in the decision-making process?

Who are the users of your product? Describe them.

What are your users main concerns or hot buttons?

MOTIVATION:
How does your product help users do their job faster, easier, and more
cost-effectively?

What are users absolutely tired of or frustrated by? Why do they need your
product now?

Is there a need or problem users dont even realize they have?

What are your users main objections to your product?

Who doesnt use your product, and why? Describe them.

EXPRESSION
Words mean more than
what is set down on
paper. It takes the human
voice to infuse them with
deeper meaning.
-Maya Angelou
EXPRESSION:
What is your strategy for retaining customers?

What is your strategy for rewarding loyal customers?

What is your customer product philosophy?

What is your customer pledge or guarantee?

How do you dene superior product?

How do you evaluate and measure customer satisfaction?