Get It Right and Get Back to Work
The Brand Trifecta works in tandem with your other initiatives and provides a collaborative environment where you will act as master facilitator to guide key brand conversations and develop a winning brand message that fuels growth for your client’s organization.
Needed
and Guides
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The Brand Trifecta for Agencies
The StoryBrand framework teaches organizations how to use a story-based brand approach, where the customer is at the heart of the hero’s journey. The StoryBrand methodology takes you through seven key steps, prompting you to clarify key pieces of your brand’s strengths and strategy, as well as outline the details on your target audiences and their pain points. Plus, it cues you to write components of your brand, such as a one-liner or various calls-to-action.
The Brand Trifecta program also hones in on these pieces. It surgically walks you through the in-depth process of clarifying your brand’s presence and personality, identifying and defining ideal target audiences, and uncovering the bottom-line heart pains you solve for each audience.
However, this program goes further than that. It enables you to define the right brand architecture for your organization. In other words, how many layers of messaging you need to systematically write in order to directly communicate with all of your top target audiences. Plus, it shows you how to thoroughly implement your brand, so that you effectively reach and engage those target audiences across your print, digital, and face-to-face channels.
The biggest difference between StoryBrand and the Brand Trifecta is that the Brand Trifecta program doesn’t just tell you what to write by showing you steps. By the way, the Brand Trifecta has three key steps, not seven. This program teaches you how to write the three key messaging components that speak to the three most important pieces of information your prospects want to know in the first 15 to 30 seconds, in order to take the next step. Number one: Tell me what you do – Tagline. Number two: Tell me how you solve my problem –Value Proposition Statement. Number three: Tell me how you are different and better than the rest – Differentiator Statements.
To be clear, this program does not teach you how to write a brand story. Why? Although story is a powerful tool that does belong in the whole scheme of content marketing, it does not belong in the first 15 to 30 seconds of your brand pitch. Brand stories don’t compel your prospect to take the next step as quickly as possible. Brand conversations do. Your prospects want you to get to the point, and fast, by clearly understanding what you do, how you solve their problem, and how you are different and better than the rest.
This is where the Brand Trifecta holds weight. This proven messaging model, which is rooted in buyer psychology, enables you to skip complex and ineffective storytelling, and instead create powerful, authentic brand conversations with your prospects that ultimately convert. In fact, this program specifically teaches you how to write that three-part messaging formula with precision and impact. You will learn how to leverage key target audience information, as well as your brand presence and personality, to accurately write your brand. Plus, you are going to be taught critical writing best practices, including grammar, sentence structure, tone of voice, word choice, and rhythm, to ensure your brand not only sounds and seems like you, but deeply resonates at a heart level with your target audiences.
All of this is delivered through a streamlined and well-priced branding SaaS program that ensures you move through the brand building process with accuracy and speed. Plus, it is provided to you without a subscription, and without any certification needed.
At the end of the day, the goal of the Brand Trifecta program is to teach you how to not just create a brand strategy, but how to write and implement a brand rooted in buyer psychology – a brand that creates conversations that convert, and which truly is the path of least resistance to revenue for your organization.
You already provide a variety of other services that help your clients achieve their growth goals. However, do you offer a program that ensures their brand message is on point for all other aspects of their marketing and sales efforts? If not, then this program could be a great compliment to what you are already doing for them. The goal is for you, as the agency, to bring your client through this program in a short period of time, achieve the desired messaging outcomes, and then get back to work on the other initiatives you are managing for them. The bottom line is that the deliverables from the Brand Trifecta program should make your work easier and more impactful for your clients.
Great news. You do not need to be a writer or brand expert to complete this program. Seriously. This program is built to teach you and your clients how to write brand in a powerful yet practical way. You will certainly become a stronger writer as a result of this process, and my hope is that the skills you gain through this program will enable you to better serve your clients.
There is no annual licensing fee for the Brand Trifecta program. The program has clear pricing and is provided as a one-time purchase. As you encounter new clients who may find benefit from going through the Brand Trifecta program with you, simply purchase Part One of the Brand Trifecta program for them, and subsequently purchase Part Two when you are ready to write. Only purchase what you need when you need it for your clients.
The Brand Trifecta program is not a certification program. You do not have time to complete a certification program, and quite frankly, I don’t know how much value that would truly give you. It is not a business goal of mine to make money by certifying others to run this model. Instead, I simply hope that agencies bring their clients through the program if and when they need it. I trust that if I do a good job serving you and your clients with how I have built the program, you will come back. So, to be blunt, I’ll skip the certification method as my revenue model for this business, and instead bank on the quality of the product as a means for creating brand loyalty and repeat buyership from agencies like you.
I did not create this product to be white labeled. I made this product to be a collaborative environment in which you can guide your client through the program with confidence. Candidly, your client probably does not care if it is your platform and content, or if it is mine. What they care about is getting the outcomes, and having you in their corner to guide them through the process, so they don’t have to do it themselves. So, just be honest with them. You are going to guide them through the program, and help them every step of the way as a strategist and facilitator who understands their brand, and who can provide another set of eyes as you build a brand that is the path of least resistance to revenue for them.
Yes, I do offer discounted pricing, and even bulk pricing options, for agencies who wish to take their clients through the Brand Trifecta program. Simply complete the form on this website, and we will hop on a quick call to talk specific pricing details.
A key deliverable in Part One of the Brand Trifecta program is the clarity on how many Brand Trifectas you and your client need to write. During multiple sessions of Part One, you and your client will have multiple opportunities to determine how many Brand Trifectas you need to write in order to have a complete brand message that effectively reaches your client’s ideal target audiences and compels them to buy. You can feel confident that Part One of the Brand Trifecta program provides the guidance, resources, and hands-on learning that you and your client need to confidently determine how many Brand Trifectas you need to purchase and write.
Sometimes an organization needs more than five Brand Trifectas to effectively speak to all of their ideal target audiences. This is often the case for larger organizations who sell through multiple channels, serve a multitude of sectors, or if they speak to a wide variety of stakeholders within their prospects organizations. If your client faces one of these scenarios, or if you already know that they need more than five Brand Trifectas, I invite you to reach out to me. It could be that this program will only get you and your client partway through, and you may need additional analysis, strategy, and copywriting support. Let’s connect and talk further.
We are here to help you if you run into a situation where you and your client have gone through Part One of the Brand Trifecta program and you find that you have purchased the wrong number of Trifectas to complete Part Two. Simply connect with us by email and we will contact you within three to five business days to get you the right number of Brand Trifectas. We will also take care of any partial refunds or charges and ensure that you and your client are fully set up within the system to continue forward.
Yes, there is a 30-day money back guarantee. Our policy is very simple. If you have completed Part One of the Brand Trifecta program within 30 days from the date of purchase, and you found zero value in the program, simply contact us by email, send us your completed playbook from Part One, and complete a short form explaining why the Brand Trifecta program was not for you. We will review your submission and provide a refund within 10 business days from the date of your refund request and form submission.
To be clear, this 30-day money back guarantee only applies to Part One of the Brand Trifecta program. Remember that you are only purchasing Part One upfront, and it usually takes most people two to four weeks to complete that program from the date of purchase. Therefore, this 30-day money back guarantee will only apply to the purchase for Part One. If you have successfully moved through Part One and decided to purchase Part Two, it is safe to assume that you have found high value in the program and that you are confidently on your way to building a brand that is the path of least resistance to revenue.
The 30-day money back guarantee applies to your purchase of Part One of the Brand Trifecta program. After 30 days from the date of your purchase of Part One, refunds will not be given. You will also see this noted in the checkout process with full transparency.
how it works
Your role is to be the master facilitator, guide, and translator who will help your client walk through every step of this program with confidence. To be clear, you do not need to be a writing or brand expert to play a critical role for your client in this program. Your job is to come into the process with your expertise, as well as a solid understanding of your client’s background, goals, and needs. You will play a key role in helping your client overcome limiting beliefs they may have about their brand, to encourage them to step forward in newfound confidence, and to ultimately help them write a brand message that will empower them to achieve their goals. You will also be an incredible asset to your client because you can help them wordsmith their messaging, as well. Having an extra set of eyes and ears is so important when it comes to the writing process. You are going to see things they don’t see, and you can help them strengthen the language they use for their Brand Trifecta.
This is what the Brand Trifecta program is all about: Coming together with your client through this collaborative process to ultimately build a brand message that will enable you and your client to succeed.
The Brand Trifecta program consists of two parts. Part One, consisting of three 90-minute branding sessions, takes you through a series of exercises to clarify your client’s brand presence and personality, as well as define their ideal target audiences and brand architecture. While three 90-minute sessions may not seem like a lot, these sessions are packed with high-value exercises, content, and resources – all geared at ensuring your client develops a strong conviction about how your brand shows up in the world, as well as who they are going after and why. Next, in Part Two of the Brand Trifecta program, you and your client will go through the structured and thorough process of actually writing their organization’s Brand Trifectas. This is where you put pen to paper and develop the key brand messaging components that will enable your client to better attract and engage their ideal buyers. Depending on how many Brand Trifectas your client needs to write for their organization, between one and five, you will move through another five to 14 90-minute sessions to complete Part Two of the program. Finally, don’t forget that you and your client will decide in Part One of the program how many layers of messaging you need to write, and therefore how many sessions you may need to complete.
The Brand Trifecta program is delivered over a series of 90-minute branding sessions, with each session structured to deliver the right exercises, content, and resources you and your client need to make significant progress in a short period of time. All sessions include written exercises, instructional videos, as well as interactive videos geared at helping your client get unstuck and check their work. This delivery method ensures you and your client maintain momentum and complete that brand building process with confidence and speed.
Outside of video and written exercises, there are numerous helpful resources provided, including Brand Trifecta examples, writing guides, implementation tips and tricks, and much more.
Finally, the platform itself is built to foster friendly accountability through quick start videos, scheduling reminders, session timers, and other tools that will help you and your client stay on task, move through the work efficiently, and come out the other side with the right brand outcomes for their organization.
On average, most people complete Part One of the Brand Trifecta program in only two to three weeks, holding at least one session per week to move through all three sessions. Part Two of the Brand Trifecta program can take anywhere from 3 to 12 weeks, depending on how many Brand Trifectas your client needs to write, and how many sessions you collectively want to complete each week.
For example, if you and your client are writing only one Brand Trifecta, you will complete five additional sessions for Part Two of the program. If you hold one session per week, that is five weeks. You can certainly hold more than one session per week. In fact, it is recommended to complete two sessions per week, so the process stays relevant, impactful, and so that it doesn’t drag on forever. However, the pace is up to you.
If you and your client are writing two Brand Trifectas, plan on completing eight sessions in Part Two over the course of eight weeks. Three Brand Trifectas? That is 10 sessions over 10 weeks, if you opt for one session per week. Four Brand Trifectas? 12 sessions over 12 weeks. Finally, if you and your client plan to build five Brand Trifectas and only wish to hold one session per week, that is 14 sessions over 14 weeks.
Candidly, most people do not take that long to complete the program. Try to block time on everyone’s calendar to hold two sessions per week, if possible, no matter how many Brand Trifectas you are writing. This will really ensure that you and your client can get through the program at a great pace
The Brand Trifecta program consists of two parts. Part One of the program is delivered over three sessions. In Session One of Part One, you and your client will define their brand’s tone of voice, personality traits, and archetypes. The goal is to give your client clarity on how their brand authentically shows up in the world. In Session Two of Part One, you will refine your client’s top target audiences with detailed buyer criteria charts that document core demographics and psychographics – all so that you and your client have a clear picture of what ideal looks like for each of their target audiences. In Session Three of Part One of the program, you will do a deep-dive analysis for each of your client’s top target audiences to uncover and document the bottom-line heart pain your client solves for each audience. Finally, during Session Three of Part One, you will leverage the work you and your client have done thus far to make a firm decision on exactly what brand architecture is best for their organization, and subsequently decide exactly how many Brand Trifectas you will need to write in order to better engage their target audiences.
Part Two consists of between 5 and 14 sessions, depending on how many Brand Trifectas you are writing, one to five respectively. Session One of Part Two walks you and your client through the Brand Trifecta method and teaches the formulaic messaging structure that you and your client will use to build your brand. Plus, you and your client will begin the writing process in Session One. Sessions Two through Four of Part Two enable you and your client to complete the writing process for their Brand Trifecta. From there, if you have purchased only one Brand Trifecta, you will complete one final session, Session Five, where you and your client will walk through a comprehensive implementation session. That is your time to effectively plan how your client will deploy their brand message across all of their sales and marketing channels. If you have purchased more than one Brand Trifecta, you and your client will instead move from Session Four, where you completed the first Brand Trifecta, into a series of additional writing-intensive sessions where you will complete other Brand Trifectas. Once those Brand Trifectas are written, you and your client will complete the final session, focused on brand implementation.
Whether you and your client are writing one or five Brand Trifectas, the program is built to ensure your client comes through the other side with strong conviction about who they are and how their brand shows up in the world, who they are going after and why, and how many layers of brand messaging they need to build. Plus, it will give you and your client the confidence to write and implement their Brand Trifecta message in such a way that it truly is the path of least resistance to revenue.
If you are already working on certain initiatives with your client, and you sense something may be off with their brand messaging, then that is a good time to bring your client through this program. Anytime is a great time to begin the Brand Trifecta program, if it can help you and your client achieve better outcomes. In fact, if you are just getting started on a project with them, the earlier the better to take them through the Brand Trifecta program, because it will give you the strategies and messaging you need to better serve your clients. That is what this program is all about – helping you help your clients win – without getting in the way of your expertise, your services and strategies, your client relationships, and your business operations.
Good news. There is no homework that you or your client must complete during this program. Simply log into each session and complete the work right then and there. After each session, you and your client will be able to immediately download an updated draft of your client’s playbook, ensuring everyone has the latest insight at their fingertips. Finally, there is no pre-work for this program. There is nothing you and your client need to fill out or upload prior to starting.
Before starting the program, it is recommended that you gather any brand statements and insights you have developed with, or for, your client. Consider having your client’s brand Values, Vision Statement, and Mission Statement on hand, as well as current versions of the brand’s Tagline, Value Proposition Statement, and Differentiator Statements. Finally, if you and your client have developed target audience profiles or buyer personas for the brand, please be sure to have that information ready to go before starting this program. That is it. Just be sure that everyone in the room shows up caffeinated and hydrated, and ready to build a brand that is the path of least resistance to revenue.
This is a writing-intensive program, and that means you and your client will be supported every step of the way as you learn how to write, revise, and finalize their brand messaging. Not only will you be taught through a series of videos, but you and your client will also have interactive video content to help you get unstuck. Finally, the program provides a robust resources section that includes numerous brand examples, helpful writing guides, and so much more. You and your client are not in this alone. The Brand Trifecta program is built to help you become stronger writers and ensure you and your client come through this process with a brand that is the path of least resistance to revenue for your client’s organization.
For both Parts One and Two of the Brand Trifecta Program, you and your client will receive a 10+ page playbook that documents all of your strategies, outcomes, and next steps from the program. These PDF playbooks are incredibly easy to leverage across your client’s sales and marketing initiatives, and the contents can be inserted into their existing brand guidelines, as well as other key sales and marketing documentation they may have for their organization.
How to purchase + special pricing
Thank you for your interest in our agency program. We will be in touch within three (3) business days to schedule a 30-minute call to discuss pricing and next steps.
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