Privé Details 2018
This is Public Persona Privé
Your Brand: Exactly like no one else’s - where one month will change everything.
(Re)think + reimagine your brand:
From head to footnote, top to bottom-line.
Public Persona Privé is a comprehensive business + brand development intensive that is designed to lay a solid, uplevelled foundation for your brand that culminates in a clear, compelling, and unique-to-you creative direction along with guidelines for implementation.
Consider it a private think-tank that will spark the evolution of your business and culminate in a crystal* clear brand platform, unique creative direction, and a defined art direction to match.
*Waterford for the record
We’ll start by sorting through the seemingly disparate pieces of your business + brand – and then work to put them together to create a clear, cohesive, compelling, and most importantly, sustainable brand foundation.
In other words, we’ll work to create the BIG PICTURE of your brand, ensuring that all of the details of you and your business are seamlessly integrated.
Together, our fingers will find the pulse of who you are, what your brand needs, how to position your business for success, and exactly how to make it happen.
A Solid Brand Foundation
Branding means a lot of different things to a lot of different people. But at its core is getting to your business’ core… and your core.
It offers a strategic and unique point of view, and helps your brand take on a unique voice, visual language, and creative concept.
It (re)positions you and clarifies your distinct ability to make an impact and increase your perceived value - not to mention actual value.
Public Persona Privé is an immersive brand-building experience that seamlessly blends strategy, story and style so you can create impeccable influence and impact.
When you re-think your brand from the very root of who you are and re-construct a cohesive, convention-busting brand that speaks to your customers in a language they will never forget...
When you re-examine and re-work how you show up : in person, online...
When you employ someone to carefully consider each-and-every facet of your brand and custom-tailor a smart, stunning public persona...
Let's work together to uplevel your brand - and business.
Let's create a three-dimensionalized experience of you that creates an authentic connection with your customers -
Let's create a bold brand concept - a unifying throughline - that creates a consistent, memorable, unique experience and sets the tone for your entire business...
Let's work to distill the seemingly disparate puzzle-pieces and parts of: you, your personality, your passions, your tastes, and whip them into a bold, unforgettable brand concept that you can leverage - and take all the way to the bank.
Privé is a comprehensive brand development + creative consulting for distinctive, cohesive personality-led brands.
It's your brand’s private think-tank that’ll spark the evolution of your brand's identity and culminate in a clear brand foundation and creative direction built on solid business + brand strategy.
It's an expert eye and vision that you can leverage into revenue and propel you into the next level of your business.
Within this unique collaborative process, we work together to strip down your existing brand to uncover the core elements that’ll elevate you head, shoulders, and stilettos above the competition.
We’ll work to cohesively connect the dots between who you are, your story, what you do or sell, and what makes you— as a person, business and brand— distinctively different.
We’ll work to re-examine your customers, observe your competitive landscape, and focus on differentiation: establishing your brand’s new point of view and highlighting what makes you undeniably unique.
We’ll collectively raise the creative bar, and, I’ll push you to take risks, get noticed, and to leave an indelible mark.
Connecting your business objectives and modus operandi with innovative creative thinking, we will then collaboratively work to develop your brand's message, visual language, and a stunning creative concept that can serve as a throughline throughout each element and touchpoint of your re-envisioned brand.
Privé culminates in a comprehensive brand overview + creative brief that I call The Dossier that serves as the foundational strategic and creative lens that can subsequently inform and unite all design, photography, messaging, and copy decisions to ensure consistency across all of your brand’s touchpoints.
It also helps to guide your team through implementation.
The Dossier will:
+ Rescue you from unneeded experimentation.
+Keep you in alignment and on-brand.
+ help to Protect your investment in bringing your brand to its (glorious) fruition- because it allows you to 'SEE' how your brand will come together BEFORE you invest in things like copywriting, photoshoots, design.
+ Become a vital living document for your business that you can revisit as your brand continues to evolve
The Approach / Process
This innovative, immersive co-creative experience is one-part strategy + consulting sessions, one-part creative + art direction, + one part project planning - that when combined, creates an airtight brand foundation that is undeniably yours, a bold creative direction that will dramatically uplevel your brand image, and a comprehensive plan with guidelines to help guide implementation.
My approach to brand development is as thorough and comprehensive as it is collaborative and intimate. I work with you to take wide-angle view of your entire operation, strategy and vision before we ever zoom in for a close-up.
Since I never use a one-size-fits all approach, I can meet you where you are, tailoring my process + services to provide the exact brand-building experience that you need.
The strategies I use are gleaned from the processes used throughout my over 15+ years of working with big brands (that take over 6 month, lots of dollar signs, and often 6 trailing zeros to create), but have been refined and tailored to smaller, personality-driven businesses - like yours.
My unique, thorough approach to brand development ensures no detail gets lost in translation.
Each phase of our work together builds seamlessly on the next to build a custom, perfectly-honed, cohesive brand.
THE PRIVÉ PRIMER
This invaluable compendium of self-guided questions and exercises is designed to delve deep into the depths of you, your business, and brand - stripping down your existing brand and uncovering those core elements that’ll elevate you miles (and millions) above the competition.
Not only is it designed to help me immerse myself in your business but more importantly it's designed to help you unpack your brand and business in an effort to see it from a 10k-foot-vantage-point to rethink and refine in preparation for the process ahead.
THE BRAND BREAKTHROUGH SESSIONS
We’ll meet weekly for approximately 1 to 1.5 hours each session to collectively take things apart, re-examine them in a new light and then work to put them back together again in a new, unique, and compelling way - one that infuses your brand into your business and visa-versa to create that airtight consistency as we work to position you. Our overarching goal is to take your hard-won expertise, story, personality, personal attributes and unique value, and package them in a compelling, fresh, and distinctive way - laying a solid, uplevelled foundation for your brand.
THE BRAND DOSSIER
Privé culimates in a comprehensive brand brief that I call The Brand Dossier that serves as the foundational strategic and creative lens that subsequently informs and unites all elements of your design, photography, messaging, and copy decisions to ensure consistency across all of your brand's touchpoints. This allows you to be able to SEE and understand - through image inspiration and associated copy - how your brand will come together before investing in bringing it to fruition, ensures consistency, and helps to expertly guide your team to create the brand we've worked to co-create.
ACCESS TO MY EXCLUSIVE ROLODEX OF SPECIALISTS
Whether you’re looking to build a team from scratch, hire for one-off projects, or add some professional development to your in-house team, I grant you access to my worldwide network of vetted, high-skilled: designers, copywriters, web developers, photographers, and videographers to bring our collective brand vision into the real world. I can make targeted recommendations according to your brand's visual language, voice, geographic location, and budget.
COMPLIMENTARY CREATIVE HANDOFF FOR YOUR TEAM
As a complimentary courtesy, I also offer a singular video recorded walkthrough of your Dossier to help ensure that your creative team starts off on the right foot, leaving no question-marks on the table or anything to get lost in translation or watered down in the process.
1 BACK-POCKET CREATIVE REVIEW DURING IMPLEMENTATION
I also include a 1 hour creative check-in to have and to hold in your back pocket as you move through Implementation - and should you need additional sessions, I'm able to offer those at my returning client rate of $250/hour.
The Brand Breakthrough Sessions.
+ PHASE 01 - the deep dive.
The Privé Primer + 1.5 hour session + Prep Work
This is where we get up close and persona(l). This is where we dive into the core of who you are, what you do, what makes you distinctive, where you’ve been, and where you're headed next.
Once we make things "official" I provide you with your very own copy of the Privé Primer - designed to help you pre-think through certain areas of your business and brand as well as to help me to get up-to-speed on all things "you" prior to diving in. This will allow us to make the very best use of our time together.
We’ll meet (via ZOOM video conference) for a 1.5 hour session as we dig deep to begin to dissect your brand from head to footnote and top to bottom line.
It’s all about observing and discussing your competitors, your target customers, and identifying the potential to reposition you or fill a gap in your market. Where are you missing the mark? Are there any blind spots hiding? We’ll find them.
We'll also zero in on your brand story, determining how that can be leveraged to support and underscore your expertise and connect with your intended audience.
We'll also discuss how you'd like to be perceived - so we can perfect that.
I serve as your mirror here - reflecting back who you are and what makes YOU and that-thing-you-do incredibly unique and distinctive so that we can build on that in subsequent phases.
The Wrap: We'll wrap up our session by collectively identifying the primary areas in which to focus our efforts during our subsequent Breakthrough session.
Depending on what we determine, I often work to create an additional questionnaire/workbook of sorts containing customized questions designed to help you pre-think through some of what needs to be worked through prior to our next session.
+ Phase 02 - Meet your (new) Brand DNA.
1.5 HOUR WORKING SESSION + PREP WORK
Here we’ll establish the solid foundation you need in order to watch your brand thrive, and evolve—well into the future. Together, we collaborate to co-create a brand that’s competitively-positioned in your market while zeroing in what makes you and your business great, developing a creative, cohesive system that’ll inform all design, business, and marketing decisions—it’s that important.
Now that we’ve picked things apart, let’s begin to put them back together again in a totally new and unique way. We’ll start by focussing on the areas that need the most improvement (as uncovered in Phase 1), and working through them, one by one.
Here we’ll (re)define and articulate things like your vision, audience, mission, values, personality, core messaging, brand story, key differentiators, and your unique point-of-view when it comes to what you do.
We'll work to (re)define your brand's personality and tone, sharpen your value proposition and express the core vision, mission and brand values clearly.
The goal is to provide you with a solid, strategic foundation upon which you can build your brand and a plan to move things forward towards a super-successful implementation.
+ Phase 03 - YOUR CREATIVE BRAND PLATFORM.
1.5 hour working session + prep work
From big ideas to little details, this is where we’ll nail down things like your key messaging, pick out your visuals, get locked in with a logo direction, and make sure your complete package is cohesive and perfectly set up to sell you and your products.
Now that your brand is positioned correctly and the facts are carefully culled and clarified, we can move on to determining the (dirty) details.
We’ll start by figuring out your best angle — literally and figuratively— while working on finding those unique angles that’ll help you stand out & make your mark.
We'll observe and catalogue your personal tastes, your voice, your own personal style.
We’ll then only develop your unique Creative Concept, but I'll also work behind the scenes after our session to use it as the unifying theme that’ll influence and inform everything you do from the layout of your website to the words you use and photos you post on Instagram.
+ Phase 04 - The dossier review.
1.5 HOUR SESSION
After our Creative Session, I'll get to work - compiling a rough draft of your bespoke Brand Dossier. We'll meet to walk through it together - ensuring it captures exactly what we need to capture.
Depending on which areas of your brand need to be reworked, I will have also collected and curated samples of what you need so you can look at specific examples and get that spark of visual inspiration. From color palette to typography, from photography to voice - I've got you covered.
This way, you’ll be able to more effectively SEE your brand as a cohesive powerhouse prior to investing in design, copywriting, web development, or photography which will also help you direct your team through implementation.)
After a round of mutual revisions to the dossier, finalizing the contents, my design team will lay it out into a beautiful document for you to have to help to guide you and your team through implementation.
Meet your Brand Dossier.
Our work during Privé culminates in a beautifully designed business, brand + creative brief I call your Brand Dossier that serves as both a cohesive brand foundation and creative lens through which you’ll be able to construct the tangible pieces of your new brand’s identity. The Dossier helps to inform and unite all design, photography, messaging, and copy decisions to ensure consistency across all of your brand’s touchpoints - even well beyond our work together, and ensures that no detail is lost in translation. In other words, the Dossier’s primary purpose is to pre-define and curate your brand’s strategic, creative, and design direction - before you invest in things like copywriting, design and photography. This protects your investment and ensures that no decisions are left to chance (or bad taste).
- Brand Vision
- Brand Story Prompts
- Target Customer Profile
- Positioning Overview
- Key Differentiators
Brand Voice + Verbiage
- Your Key Brand Message
- Your Brand Voice: What it is + what it's not.
- Brand Lexicon: A handful of on-brand words to use vs avoid.
- Soundbites + memes - A selection of clever on-brand one-liners and phrases to use as you please.
- Your Brand Style: What it is, what it's not.
- Look + Feel: Art Direction + visual references to help specifically inform the look of your logo, color palette, photography, typography, patterns, website layout to ensure a cohesive, consistent presentation of your brand across each touchpoint.
Here's how this helps to guide your team through implementation:
I incorporate notes and visual references throughout the Dossier to brief your Copywriter, Photographer, and Designer to help guide them through implementation and ensure that nothing gets lost in translation.
For your designer that means:
+ Target Customer Profile: So that they understand who they are and how to visually speak to them.
+ Your Key Differentiators: So that they can further amplify what makes you unique.
+ Your Brand's Visual Language: Captured in keywords and moodboard.
+ Your Visual Identity: Preliminary research done for them. Specific visual references to guide logo design, font pairing, color palette, patterns, and ancillary marks.
+ Your Website: Visual references to guide website look + feel. Navigation - done for you.
+ Website Planner: Using this resource that I provide, you'll have pre-planned your website navigation and mapped out primary content - so that's one less thing on their list.
For your copywriter that means:
+ Target Customer Profile: So that they understand who they are and how to woo them with their words.
+ Key Messaging: So that they convey exactly what you need them to.
+ Your Brand Story: Prompts to help ensure they incorporate the best and most resonant iteration of your story into your website and marketing copy.
+ Your Key Differentiators: So that they can capture + express your unique value.
+ Your Brand Voice: What it is + what it's not so that they can write to sound like you.
+ Brand Lexicon: Words to use vs avoid.
+ Soundbites: Clever on-brand and conceptual one-liners and phrases to use as you please.
For your photoshoot that means:
+ Descriptions for website hero images: So that you ensure that you get exactly the right shots that can inform your shotlist for your uplevelled website.
+ Moodboard: Photoshoot moodboard to suggest tonality, look + feel, setting, lighting.
Please note: If completing Option no. 3, (below) we'll also take this much further.
The Dossier ALSO serves as a living brand document that will keep your brand communications on-point and on-brand moving forward. I do provide you with the source files (adobe indesign) so that you can update your dossier as your brand continues to evolve.
The total investment for Public Persona Privé is: $5,500 USD*
*50% is due upfront to book, the other 50% is due approximately mid-way through our month together.
Additional OPTIONS / ADDITIONAL SUPPORT
If you desire additional support and more hands-on direction to help guide both you and your team through bringing the unified brand vision to life, I can create a custom Privé experience that is tailored to your needs (before or after we wrap).
Brand Rollout + Launch Planning
Content Marketing Strategy
Social Media Strategy
Ready to get started?
Please email us at firstname.lastname@example.org to discuss availability and next steps.
Frequently Asked Questions
+ What is the average budget + ROI of a full rebrand?
As the savvy business owner that you are, you’re probably wondering two things: What is this going to cost me, and is it worth it?
Smart cookie. Weighing the financial implications of your brand and business development is a smart thing to do. It will help guide you to make the best decisions for your individual needs and figure out when the rewards outweigh the risk.
How much does a full rebrand cost? The answer is - as much as you want it to. I believe that your brand doesn’t have to break your wallet. There are solutions - custom, semi-custom, etc that fit everyone’s budget - and those options do open up to you when you co-build your brand from the start - because you're then able to guide the creative ship and keep things clear and consistent.
First, Consider the ROI
A FULL branding budget is one thing, but it’s very different from thinking about how you might see a return.
For example, spending $5,000 on brand elements that result in only $5 of new sales is ridiculous.
But - paying $5,000 for something that could net you $50,000 or even $500,000 in new business is a no-brainer.
I've had clients come to me who have wasted tens of thousands of dollars on pricey rebrands that didn’t work. See Racheal Cook's testimonial above for example.
I've had other clients spend a few thousand dollars on just a FEW key elements we identify through the process of working together, which then provide a massive return on their investment to the tune of doubling or in a few cases, even tripling their annual gross income.
The key here is making the right branding decisions that will yield the highest reward (which is what I happen to specialize in).
Do the math.
How many new clients/projects would you have to win to justify the costs of a rebrand?
Which elements are the most important for creating a cohesive brand experience (and where can you save)? **
What projects / clients / income are you currently leaving on the table because you’re not presenting a cohesive, professional, or upscale brand experience?
without naming names - as afterall - client confidentiality is of utmost importance to me)
One (private) client tripled her annual revenue with her uplevelled rebrand.
Another? literally quadrupled her online following - IN.ONE.WEEK- which in turn led to her QUINTUPLING (don’t rub your eyes it’s true) her revenue that year - that means that she made over 1.5 million dollars in gross revenue that year as a result.
All of my clients have been able to charge what they are worth by through increasing their percieved value and making their unique value shine through their brand - thus being able to raise their rates as well - some by as much as 3x.
All of this said - here's an average breakdown of various specialists' fees commonly associated with a full (re)brand
Identity Design Development - You could go minimal and opt for a simple type treatment... or you could go all out with a custom monogram with corresponding text treatment and custom signature captured in a full usage guide - The point being - the cost of your logo development is wide-ranging. It could cost anything from $50 and a visit to MyFonts.com to upwards of $4500.
Copywriting - Full 5 pages of copywriting (polish and/or from scratch) - $2800+
Photoshoot - Variables include - geographic location, skillset of photographer, retouch and/or post-production fees, hair + makeup artist fees, wardrobe + prop items purchased and/or rented, location scouting vs studio fees – $2500+
Website Design + Development - Variables include platform (Wordpress vs Squarespace), Custom vs. Semi-Custom, Total number of unique pages, Designer/Developer's skill +experience level, Project Management fees (vs you managing the project yourself) – $2000+ for a semi-custom solution and $6000+ for custom solution
+ What is the average timeline for a full rebrand?
If you're looking for "the works" - ie: Copywriting Overhaul, Photoshoot, Custom Website design and development as well as Custom Identity/Logo Development - the answer is that it's all up to your creative team's availability, your own availability, and how much work has to be completed in total, rounds of revisions, etc.
3-6 months is the average timeline - However, with Privé under your belt, dossier in hand, your web planner complete - this will significantly cut down and/or entirely take care of any of the preparatory work necessary.