Brand Audit

A highly customized one-on-one brand, marketing, and business strategy immersion package for entrepreneurs who are ready to accelerate their business growth and increase profits, and have a truly fulfilling online business.

Are you:

  • Unsure if your website, social media, and online marketing strategies are effective, or wondering why you’re not attracting the right clients?
  • Confused or unsure about who your “right clients” actually are?
  • Overwhelmed by all the parts and pieces of your business, branding, and marketing, and wish you had some guidance on where to focus your time and energy?
  • Worried that your branding isn’t true to the core essence of your business and what you do, or maybe even unsure what the heck branding is and if you’re even doing it right?
  • Seeking guidance and strategies around how to set up your website so that it’s easy to navigate, doesn’t bounce visitors away after one quick glance, converts those visitors that stay into clients, and makes you the kind of money you know you’re worth?
  • In need of feedback or support around the content you’re pushing out through your website, social media, blog, email newsletter, or other marketing pieces?

If so, my VIP Brand Audit Sessions give you exactly that, and so much more!

Here’s exactly what to expect from this experience:

All VIP Brand Audit Sessions include the following:

Deep Dive Session:
We’ll meet in person or over Skype for a block of time where we’ll walk through my three part brand strategy process and create a clear picture of who you are, what your business is about, who your ideal clients are, and why you do what you do. We’ll also take time to clarify your short and long term business goals.

Research + Positioning:
After our Deep Dive Session we’ll conduct further research around your ideal clients and market, as well as dig into your existing branding, marketing, website, promotional content, online and offline communications, social media profiles, and packages/services to develop strategies that help you reach your business goals and increase your revenue and client base more quickly (you can read more about these two phases and my process below).

Custom Brand Audit Guidebook:
After our Deep Dive Session and researching and positioning, I’ll craft a custom guidebook for you which will include recommendations and plans for content tweaks and/or rewrites, guidance for visual brand strategy, marketing strategies and action plans, and any other steps I would recommend for you to take within your business, branding, and marketing efforts. These will be clearly laid out ideas and strategies with clear options for executing yourself, or hiring myself and my team.

Brand Audit Review Session:
We’ll meet in person or over Skype to review the provided guidebook so I can answer any questions you may have, suggestions, strategies, or more details about executing yourself vs working with us.

Please note: Brand Audits don’t include implementation of any strategies or action items within the guidebook, it simply provides a clear guide for next steps to start reaching your goals and increasing your revenue and client base. We will provide estimated implementation costs alongside each action item so you can decide if you’d like to continue working with us.

Past Clients and Projects Include:

Stephenie Zamora is the founder of Stephenie Zamora Media, a full-service, life-purpose development, branding, and online marketing boutique. Here she merges the worlds of personal development, branding, and online marketing to help men and women build passion-based lives and businesses. She has over a decade of experience in graphic and web design, brand strategy, Wordpress development, online marketing, and content creation, and brings a wide variety of skills and experience to the table. She graduated from The Art Institute of Colorado and has trained with some of the top online marketers in the industry. Her professional experiences ranges from Senior Designer, Marketing Manager, Copywriter, and owner of two successful businesses. Stephenie is based in Boulder, CO and serves clients all over the world.

Research and Positioning Process


RESEARCH:

When conducting research for a brand and marketing audits, the first thing we look to identify is who the target audience is. This foundational information will inform every step that follows, and is crucial to the success of all your business, branding, and marketing efforts. We take a unique approach to our target market research, including a traditional profiling of demographics in the form of creating various ideal customer avatars or ICAs (a clear profile of the person or different types of individuals that make up your target audience).

That said, we don’t believe in niching in the traditional sense, and we take a unique approach that allows you to speak in a highly targeted manner to a wide variety of demographics. This approach involves a deep understanding of the core psychographics that unite individuals across varying demographics, allowing you to laser in on individuals from varying beliefs, backgrounds, professions, age groups, marital statuses, and more, yet every single person is an ideal fit.

The goal is to find a niche that you can claim, make your own, and excel in, without limiting the wide audience you have the potential to attract. We take a close look at your current market and determine where you stand amongst your competition, and if this is the ideal market you should continue to grow. Having a solid understanding of the market allows us to then identify which competitors exist (both currently known and unknown) based on the pain points, preferences, personality, and demographics of the target audience. We look for things both you and they are doing well and not well, and look for opportunities and arenas for you to grow into or own.

POSITIONING:

The most inspirational brands start with “WHY” when developing their positioning statement. Starting with why means building your identity around why you do what you do—and works outward from there to define what you do and how you do it. Many of the most influential and inspirational brands in the world, including Apple, Nike and Starbucks use this approach. The overarching mantra of this approach is: “People don’t buy what you do, they buy WHY you do it”

As an example, let’s look at Apple. Apple’s Why most likely sounds something like this: “In everything we do, we believe in challenging the status quo. We believe in thinking differently.”

Their How builds on the way in a fashion such as this: “The way we challenge the status quo ist by creating products that are beautifully designed, simple to use and user friendly.”

The What defines their product: “We just happen to make great computers.”

Approaching the strategy in this way allows us to create a brand that is relatable and aspirational. And since you started with why instead of what you do, it also allows your brand flexibility to work in multiple arenas. This is exactly why Apple is able to be a top seller of innovative phones, music players, and other devices and not simply computers.

Brand Positioning Statement: Once we have a thorough understanding of who the target is, next we will boil our information down, note unifying interests commonalities within the audience and contrast that with what your business has to offer them. When crafting a positioning statement, we have a simple system that helps pull what we’ve learned from our research together in a concise and easy to understand manner. 

The system works by asking three key questions—with the answers being provided via our three part brand strategy process:

Who is the target Audience?

  • Who are the businesses or consumers you want your brand to reach?
  • What are their interests?
  • How do they make decisions?
  • Who or what influences them and why?

Examples: Men and women ages 24 -35; Outdoorsmen/Adventurers; Middle-upper class members that make cost-minded entertainment decisions; Family members. 

What Unique Value do you provide them?

  • What do you think you’re the best in the world at?
  • What value do you provide your customers that no one else can provide?
  • What service offering are you most confident in?

Examples: The lowest prices on outdoor sporting goods; The highest quality hats; More peace of mind; Highest impact in the industry.

Why should they believe you?

  • How can you back this up?
  • This could mean anything from your process to data statements that provide proof showing that what you are saying is true. (List of three reasons to believe)

Example: We eliminate overhead by selling online, which lowers our costs. We form partnerships with major brands to sell their overstock content. We can match any other price you find online via our price-match guarantee.

With these simple answers filled in, we can now craft a positioning statement that is true and unique to your brand: “ABC Co. provides outdoor adventurers ages 24 -35 with lower prices on sporting goods than any other sporting goods store. We do this by eliminating overhead, forming strategic partnerships with major brands, and matching any other price on the web.”

Both your “WHY” and your positioning statement work together to create cohesiveness across internal communications and strategies, and external marketing and branding efforts, ensuring that you’re connecting with your ideal audience in a memorable and deeply connected manner.

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