04
Jun 29, 2026 23:12
· 25:09
· English
· Whisper Turbo
· 4 Speakers
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Speaker 1 (04)
Thank you.
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Speaker 2 (04)
All right, welcome back.
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So you guys just took a break.
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We're working on your character diamonds.
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Just a reminder that,
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what was I going to say?
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Oh, there is a live chat button on the top right corner of your screen.
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If you're watching this live and have questions,
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please feel free to go in there.
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Adriana will route those questions to me and we can ask them of Ryan.
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Until then,
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I'm going to send it back over to Ryan so we can get started on part four.
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Speaker 1 (04)
Nice.
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So was that,
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did you do the snaps?
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Speaker 2 (04)
Yeah, you know,
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from our meetings.
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Speaker 1 (04)
It's very jazzy.
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Pretty jazzy of you.
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I like that.
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Okay, cool.
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So we are at this point essentially
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done.
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We've gone through the core components of branding.
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The only thing I'm not going to talk about is design.
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And it's because...
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I suck at that.
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I am not the person to share with you how to design
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a great logo or how to turn that into a style guy.
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But you know what?
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There are lots of people who are phenomenally great at that.
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And if you were to engage,
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because we have a creative design agency to
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work with you to coming up with your brand platform and profile and how
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to deal with this, they would have you walk through many of the steps that I've just had you walk
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through. They'd want to know,
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what is your unique perspective?
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well talk about the character of your of your company what do you think are you more you
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know you more gray are you more green like and they want to walk you through all this stuff it's so much
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easier if you just go this is who we are here's our character diamond this is our mission this is our vision this
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is what we believe this is what we're all about um here's some of the the things that we do some of the absolutes
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that we hold to they can create you got the right group they can create
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a pretty phenomenal logo and branding and design scheme around everything that we've done
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So, where we really are at this point is we're ready to audit
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and optimize your brand.
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Now, obviously, that is not going to happen right now in here.
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You've got some work to do.
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You absolutely,
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positively have some work to do.
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So, before I show you the audit,
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I just want to go back to the brand blueprint template
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itself.
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So,
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again, here we have the brand blueprint.
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Carry this with me.
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You have the cover page.
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What do we do?
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Feel free to reformat this,
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make it prettier to match your brand and your style guide.
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Don't overthink it.
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Just say what it does.
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This is so that if anybody at your company or if you're hiring an outside
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design group,
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they get a general sense of what is it that you do.
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This is not a sales pitch.
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This is not an elevator.
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This is not a,
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you know, we help so -and -so do this and this.
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Just what the heck is it?
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Is it software?
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Is it a service?
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What is it?
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All right.
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Just say what it is.
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Why do you do it?
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Remember,
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the vision,
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why do you exist?
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You've got a spot here to write your company's vision,
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some of those core beliefs.
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Mission,
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what must you do?
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What is that mission?
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And then your values.
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And I recommend that you write core values here.
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Core values.
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We don't need to write the permission to play values.
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Definitely don't write the accidental ones.
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If you have some aspirational ones,
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that's fine, but denote them as such.
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You do not want somebody in your organization calling you out on,
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that ain't us.
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All right.
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I love putting it in aspirational.
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That's there as well.
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Who do we serve?
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And we didn't talk about characters.
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We didn't talk about the target audiences here.
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At Digital Marketer,
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we have done a lot of work on how to do market research,
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how to do customer avatars.
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There are resources galore,
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so I didn't want to spend a lot of time here.
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Also, you'll find target audiences will change over time.
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As your brand grows,
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hopefully your target audience gets bigger and bigger and bigger.
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Now, many of you say,
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my product,
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my service, it can work for anybody.
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It'll work for anybody.
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That's fine,
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but that doesn't mean that's where you should start.
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Never forget that Facebook started off just at Harvard.
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Then it moved to Ivy League.
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Then it moved to universities.
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Then it moved to high school and college.
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And then finally,
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it was everybody.
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Walmart started in a small town in Arkansas,
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and then eventually began to scale out.
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So just because it can serve everybody doesn't mean that's the ideal place for you to
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start.
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So there's a lot of different ways to display
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your persona,
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your avatar.
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We've got a very,
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very simple one here.
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We get into the demographics of that,
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gender, age,
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occupation, role,
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company size.
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Some of these,
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if you're B2B,
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are going to make sense.
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If you're B2C,
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they're not.
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Okay, so if you're in more of a consumer type market the
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company size in the industry probably irrelevant Similarly,
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if you're more b2b if you're in more of a business to business gender tends
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to not matter that much in the b2b space
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We found whether we're talking to boy marketers or girl marketers,
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a marketer is kind of a marketer.
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Everybody buys the same.
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We don't have to talk to people differently.
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It's like, what do you know?
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You're just all professionals.
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Or not.
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Frustrations and fears.
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So that's when we get into if you've
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Completed a before and after grid,
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again, something we've talked about and taught a lot at Digital Marketer.
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If this is your first workshop that you're taking with us and you have no idea,
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when I use the phrase before and after grid,
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if you have no idea what that is,
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Google it.
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We've got some free videos.
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We also have some resources inside the elite community we can get you access to.
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But the frustrations and fears,
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that's going to be that less desirable before state,
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describing their worst day,
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a change in status.
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It says for the better.
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I'm sorry, this should be for the worse.
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Make sure we update that.
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Known problems and challenges,
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spoken or unspoken concerns.
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Same deal, wants and aspirations.
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What's that desired after state?
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What's their best day?
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So just begin to document.
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What are their frustration and fears and their wants and aspirations?
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So their before and then their desired after.
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And then the key,
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purchasing drivers.
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So what are the things that really drive this particular target audience's
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purchase?
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Are there some critical features?
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Are there design and usability considerations?
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Integrations,
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if it's software,
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those kind of things.
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Just go ahead and list those here.
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Just helpful to have.
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Is it specifically relevant to the branding?
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Not as much,
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but if I'm doing any,
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this is a good document for internal training.
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It's also a good document to give creative groups.
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It's helpful for them to know who you're going to be targeting.
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So that's why we've included it.
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here as well i just wanted to reference it because we didn't really touch on it as part of this workshop
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because that's again table stakes you probably already have that i have some examples here
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for praxio our main avatars small business
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owners and executives with teams digital agencies as well
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as hr executives okay so you can just see how those break down then
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we get in the next session who we are this
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is where you're going to list those authority amplifiers
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Okay, so those authority amplifiers.
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What is your step -by -step plan?
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Put that up here.
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What are some of the absolutes you maintain?
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What are those core beliefs?
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If you're going to do this in bullet point form,
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that primary belief,
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that primary belief that we saw going back,
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where are you?
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Over here?
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That primary core belief that was in your vision?
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This is where we're going to expand
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upon that here.
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Now,
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you may find that you don't have room to put all of them.
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I mean, obviously,
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you saw digital marketers,
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we believes.
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That would have gone on to multiple pages.
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So if that's the case,
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give it an additional slide.
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Maybe break that out into its own slide.
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So what are some specific and tactical questions that you have the answer to?
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This can be very helpful if you're working with content teams,
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for them to know what type of content should they be producing.
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Great start.
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And then any rites and rituals.
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That's very helpful for your community team.
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It's very helpful for your social team.
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It's also something that can be good for your customer success teams to be looking
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for.
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Do these things happen organically?
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Are there folks that are out there doing stuff that you should ritualize?
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So the concept of hashtag I'm new here,
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that is that somebody just started doing that.
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We didn't ask people to do that.
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We saw folks do it.
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Other folks began to do it.
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Then we ritualized it.
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When you're a new member,
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here's what you do.
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When you first join Digital Marketer Lab,
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go into our community,
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ask a question,
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here's a list of them,
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write hashtag I'm new here.
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So the stated rites and rituals are things for your team to look for.
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Again,
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this is primarily an internal training document.
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Then we have the character diamond.
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Then we have the character diamond.
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This is a really good thing if you are working with a
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creative agency and designing a new brand from scratch.
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Having this figured out before you
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decide on color scheme,
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before you decide on things like font.
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You know you would never see a digital marketer be weird if we had a serif font a
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very formal font to be weird We're joyful goofy and irreverent I think that'd be weird Forrest
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Gump doesn't write serif so at the same time
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comic sans would maybe be a bit too much Yeah
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papyrus oh And
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then the last section is for your style guide and again you can see optional Because
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I just do not believe that a style guide in a brand of the same thing
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So you may want to have these as two separate documents.
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Or you may say,
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no, we're going to produce a brand book.
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If you Google brand book,
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you'll find a lot of examples of those.
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This could be the start of your brand book.
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And generally,
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the style guide is going to focus in on that.
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But this is the creation.
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This is the foundation of.
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your particular brand,
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what you're beginning to create.
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So this is your homework.
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This is what we're going to look to create during this execution cycle.
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I would look for you to create and to finalize one of these brand blueprints
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for your brand.
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At least,
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at bare minimum,
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let's try to lock down the character diamond,
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the authority amplifier.
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That's something that I'm going to be looking at as well.
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And then when we get to the why we do what we do,
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I'm most interested in your vision and your values,
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because mission is something that can change.
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What are your values?
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And the thing to be leery of there is do you just have a bunch of permission to play
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values as core values?
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Or do your values distinguish?
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If you go back to our values
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at Digital Marketer,
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you will see those come up again and again and again in our beliefs.
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I could,
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I'm not going to do it,
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but I could,
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and I've done this before,
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played the We Believe video and pointed at
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the different corners of the character diamond to show this statement of belief
10:42
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Speaker 1 (04)
references this particular character trait.
10:44
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Speaker 2 (04)
And you'll see it.
10:46
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Speaker 1 (04)
It goes in and again.
10:47
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Speaker 1 (04)
So oftentimes you'll come up with some beliefs.
10:49
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Speaker 1 (04)
That will inform your character diamond.
10:51
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Speaker 1 (04)
You'll clarify your character diamond.
10:52
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Speaker 1 (04)
You'll come back and that'll inform additional beliefs.
10:54
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Speaker 1 (04)
It'll be this back and forth.
10:55
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Speaker 1 (04)
So what I want you to know is this is a living document.
10:59
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Speaker 1 (04)
Your focus over the next 10 days during this execution cycle is going to be to create this,
11:02
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Speaker 1 (04)
but you're not done.
11:03
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Speaker 1 (04)
It's going to keep growing and expanding and becoming richer and richer.
11:07
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Speaker 1 (04)
But don't allow just anyone to change this.
11:11
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Speaker 2 (04)
Got it?
11:12
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Speaker 1 (04)
Don't allow just anyone to change it,
11:14
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Speaker 1 (04)
and any new person who enters your company,
11:16
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teach them this during the onboarding.
11:19
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Okay?
11:20
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Speaker 1 (04)
When you've gotten
11:24
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Speaker 1 (04)
a good handhold on,
11:26
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Speaker 1 (04)
a good hold on that,
11:27
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Speaker 1 (04)
a good start,
11:29
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Speaker 1 (04)
The audit is going to be your friend as you progress through so I have a six
11:33
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-point brand on it for you So you can get a sense of am I generally on the right track?
11:38
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Speaker 1 (04)
So when it comes to your why right company has a clear mission and
11:42
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Speaker 1 (04)
vision and the mission and vision is shared regularly to the team as well as customers
11:46
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Speaker 1 (04)
and prospects Compare that to one that needs improvement.
11:49
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Speaker 1 (04)
That's a two company has a general mission and vision most of the Most people
11:53
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Speaker 1 (04)
on the team know don't know what it is or how it applies to their work
11:57
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Speaker 1 (04)
So if you hired some consultant in the past to come in and help you with your company
12:01
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vision statement,
12:02
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Speaker 1 (04)
and it's like on a plaque in the wall somewhere or like in
12:06
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a book, that ain't it.
12:08
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All right?
12:12
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Speaker 1 (04)
That's not really going to influence that.
12:14
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Speaker 1 (04)
Then we have our core values.
12:15
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Core values are known to everyone in the organization.
12:18
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Speaker 1 (04)
They're used to inform every action,
12:20
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Speaker 1 (04)
internal or external,
12:22
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Speaker 1 (04)
that the company takes.
12:24
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Speaker 1 (04)
Right internal external that the company takes compare that to again looking at a two because
12:28
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Speaker 1 (04)
basically if you're a one It's that god dang it.
12:31
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Speaker 1 (04)
You don't have this at all or it just sucks out loud So a
12:35
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Speaker 1 (04)
two company has core values,
12:36
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Speaker 1 (04)
but most of the company don't know what they are or they don't take them seriously If
12:41
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anybody gets interviewed at digital marketer,
12:45
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you're going to have the core values explained to you
12:49
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Speaker 1 (04)
To the point of almost being obnoxious during the interview process gonna come up again and again again We've got
12:53
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Speaker 1 (04)
boards around the office We'll bring them in and say you remember that right like
12:57
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Speaker 1 (04)
here's who we are.
12:58
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Speaker 1 (04)
These are our values We ain't changing them you
13:02
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Speaker 1 (04)
good with you got to be good with these or you probably shouldn't come here
13:08
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Speaker 1 (04)
Got to be good with these,
13:09
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Speaker 1 (04)
or you probably should not come into this building.
13:12
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Speaker 1 (04)
So that's how we use the values.
13:13
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Speaker 1 (04)
We also,
13:14
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Speaker 1 (04)
as an aspect of our review period,
13:16
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Speaker 1 (04)
when we do employee reviews,
13:18
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Speaker 1 (04)
we review people based on those values.
13:20
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Speaker 1 (04)
On a score of one through four,
13:22
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Speaker 1 (04)
how are you performing to these values?
13:23
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Speaker 1 (04)
We require that our certified partners also adhere
13:28
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Speaker 1 (04)
to those values.
13:28
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Speaker 1 (04)
So if you want to be an agency partner,
13:30
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you need to adhere to those values as well.
13:32
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Speaker 1 (04)
Core beliefs.
13:36
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Speaker 1 (04)
The company has a clear perspective on the world,
13:38
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Speaker 1 (04)
and they hold to their convictions,
13:40
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Speaker 1 (04)
even if it means losing a customer or a client who does not align with those beliefs.
13:44
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Speaker 1 (04)
Remember,
13:45
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Speaker 1 (04)
Southwest Airlines,
13:46
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Speaker 1 (04)
we will miss you.
13:46
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Speaker 2 (04)
We will miss you.
13:49
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Speaker 2 (04)
Are you willing to say that,
13:50
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Speaker 1 (04)
even if it means losing some money?
13:51
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Speaker 1 (04)
Score of three
13:55
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Speaker 1 (04)
is the company has a unique perspective,
13:58
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Speaker 1 (04)
but they're unwilling to plant a flag and make their beliefs known to the broader marketplace.
14:01
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Speaker 1 (04)
I'm scared.
14:02
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Speaker 1 (04)
I don't want to offend.
14:02
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Speaker 1 (04)
I don't want to offend anybody.
14:05
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Speaker 1 (04)
I don't want anybody to not like me.
14:08
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Speaker 1 (04)
We have them.
14:09
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Speaker 1 (04)
We talk about them internally.
14:10
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Speaker 1 (04)
We don't really want to share them because I'm afraid that if people knew what we really believe,
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Speaker 1 (04)
they wouldn't want to do business with us.
14:15
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Speaker 1 (04)
Needs improvement leaders in the company have some beliefs and opinions,
14:19
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Speaker 1 (04)
but they haven't been shared publicly or even with the internal team members.
14:21
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Speaker 1 (04)
One is you ain't got no beliefs.
14:24
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Speaker 1 (04)
You believe in nothing.
14:25
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Speaker 1 (04)
Authority.
14:26
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Speaker 1 (04)
The company is a clear category leader and maintains top of mind standing
14:30
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in their field.
14:30
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Speaker 1 (04)
They boast a large and growing community of advocates and true believers who
14:34
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Speaker 1 (04)
regularly promote the brand even when they aren't incentivized to do so.
14:38
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Speaker 1 (04)
they licking your brand are you changing their
14:42
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Speaker 1 (04)
habits are they talking about you even when you don't ask yep
14:47
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Speaker 1 (04)
yeah you
14:51
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Speaker 1 (04)
heard it character the company has
14:56
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Speaker 1 (04)
clearly codified their character you now have a tool do that called the character
15:00
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Speaker 1 (04)
The company has clearly codified their character and their brand voice is communicated authentically
15:04
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Speaker 1 (04)
and consistently across all media.
15:07
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Speaker 1 (04)
That's an important one.
15:08
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Speaker 1 (04)
They've codified it and their brand voice is communicated authentically and consistently
15:12
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Speaker 1 (04)
across all media.
15:13
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Speaker 1 (04)
If you work at Digital Marketer,
15:15
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Speaker 1 (04)
you can work here if you don't align with our character,
15:18
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Speaker 2 (04)
Diamond. You can.
15:19
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Speaker 1 (04)
We just won't put you in front of a camera.
15:22
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Speaker 1 (04)
We just won't let you write email copy.
15:25
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Speaker 1 (04)
I'll give you an example of that.
15:27
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Speaker 1 (04)
We had our director of communications for a number of
15:31
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years. She went off and started her own PR company now.
15:34
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Speaker 1 (04)
But while she was with us,
15:36
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Speaker 1 (04)
I never,
15:38
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Speaker 2 (04)
ever,
15:39
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Speaker 1 (04)
ever let her on camera.
15:40
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Speaker 1 (04)
I wouldn't let her go anywhere near a camera.
15:42
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Speaker 1 (04)
Now you might be like,
15:43
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Speaker 1 (04)
that's mean.
15:43
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Speaker 1 (04)
It's especially mean when you consider that prior to coming to us,
15:47
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Speaker 1 (04)
she was a news anchor,
15:49
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Speaker 1 (04)
a quite well -known news anchor.
15:52
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Speaker 1 (04)
Here in the Austin area,
15:54
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Speaker 1 (04)
went off to San Diego,
15:54
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Speaker 1 (04)
was a news anchor there.
15:55
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Speaker 1 (04)
I mean, you're talking about somebody who is made for television.
15:58
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Speaker 1 (04)
Somebody who has more media training than anybody else I know combined.
16:02
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Speaker 1 (04)
She is perfect.
16:03
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Speaker 2 (04)
Perfect.
16:05
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Speaker 2 (04)
Too perfect.
16:06
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Speaker 1 (04)
Not gumpy enough.
16:08
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Speaker 2 (04)
Now,
16:09
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Speaker 1 (04)
she was silly as all get out.
16:10
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Speaker 1 (04)
Fun as hell.
16:11
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Speaker 2 (04)
Get around here,
16:12
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Speaker 1 (04)
she's able to cut up,
16:13
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Speaker 1 (04)
have a great time.
16:13
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Speaker 1 (04)
You put her on camera,
16:14
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Speaker 2 (04)
she goes into news mode.
16:17
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Speaker 2 (04)
I mean,
16:18
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Speaker 1 (04)
it's the, like,
16:19
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Speaker 1 (04)
just boom, like that.
16:20
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Speaker 2 (04)
I was like,
16:21
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Speaker 1 (04)
Christine, I love you.
16:22
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Speaker 1 (04)
I'm never going to let you on camera.
16:23
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Speaker 1 (04)
We had her intro us at,
16:26
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Speaker 1 (04)
she opened up TNC,
16:27
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Speaker 1 (04)
an intro at our MC one year.
16:28
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Speaker 1 (04)
And I was like,
16:29
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Speaker 2 (04)
the hell was that?
16:31
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Speaker 1 (04)
She had it memorized.
16:34
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Speaker 1 (04)
It was perfect.
16:36
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Speaker 2 (04)
Too perfect.
16:38
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Speaker 1 (04)
So it doesn't mean she has an amazingly great at her job.
16:41
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Speaker 1 (04)
She was the one that produced the Weebly video and all this stuff.
16:44
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Speaker 1 (04)
She's fantastic at her job.
16:45
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Speaker 1 (04)
I just won't let her in front of the camera.
16:48
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Speaker 2 (04)
And she understood.
16:48
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Speaker 1 (04)
She got it.
16:49
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Speaker 1 (04)
She's like, totally get it.
16:50
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Speaker 1 (04)
I've been in front of the camera plenty of times.
16:52
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Speaker 1 (04)
I'm over it.
16:53
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Speaker 2 (04)
She wasn't offended,
16:54
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Speaker 1 (04)
and we were clear from the get -go.
16:55
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Speaker 1 (04)
Because you're too perfect.
16:56
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Speaker 1 (04)
If you want to screw up a little bit more,
16:58
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Speaker 1 (04)
fine.
16:58
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Speaker 2 (04)
Fine.
17:00
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Speaker 1 (04)
But you're not.
17:01
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Speaker 1 (04)
You don't even know how.
17:03
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Speaker 2 (04)
Right?
17:04
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Speaker 1 (04)
So when we're interviewing and we're looking at the company,
17:07
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Speaker 1 (04)
once we've identified the character,
17:10
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Speaker 1 (04)
You can work there if you don't directly align.
17:11
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Speaker 1 (04)
We have people here who are phenomenal members of the team and they don't align with our character diamond,
17:15
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Speaker 1 (04)
but they can't be offended by that character.
17:18
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Speaker 1 (04)
They can't find that character that we are repulsive.
17:20
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Speaker 1 (04)
If somebody just hates Forrest Gump and thinks they're obnoxious,
17:23
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Speaker 1 (04)
probably not the best place to work because you've got a bunch of Gumps walking around.
17:27
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Speaker 1 (04)
And then lastly,
17:28
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Speaker 1 (04)
design.
17:28
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Speaker 1 (04)
The company's overall style and design are professional and perfectly aligned with the values and
17:32
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Speaker 1 (04)
character of the brand.
17:33
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Speaker 1 (04)
Note that when we talk about design,
17:35
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Speaker 1 (04)
we are not emphasizing the quality of the design because that's inherently subjective.
17:38
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Speaker 1 (04)
What we are looking at here is congruency.
17:41
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Speaker 1 (04)
Come down to needs improvement.
17:44
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Speaker 1 (04)
The company has a professional style guide,
17:46
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Speaker 1 (04)
but the design is incongruent or contrary to the values or character of
17:50
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Speaker 1 (04)
the brand.
17:51
S…
Speaker 1 (04)
You're fondest and serif and you're a gump.
17:54
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Speaker 2 (04)
That ain't working.
17:57
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Speaker 1 (04)
You got like some New York Times -y kind of font.
17:59
S…
Speaker 1 (04)
What's going on there?
17:59
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Speaker 2 (04)
Got me?
18:01
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Speaker 1 (04)
So that is six -point brand audit.
18:05
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Speaker 1 (04)
I would keep that in mind as you progress through.
18:08
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Speaker 1 (04)
And when it comes to next steps and action items,
18:12
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Speaker 1 (04)
your action items are one,
18:14
S…
Speaker 1 (04)
clarify your company's vision,
18:15
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Speaker 1 (04)
mission, and values.
18:17
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Speaker 1 (04)
No soul,
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