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RADICAL BRANDING

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WEEK 1:
UNTAP THE
POWER OF
YOUR BRAND
HEYHEATHERCAMPBELL.COM
WORK-IT SHEETS
RADICAL BRANDING
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 4
© 2020 HEY HEATHER CAMPBELL
BRAND PAIRINGS
List at least three brand pairings of companies that essentially do the same thing, but are
perceived very differently in the market. How are they same? How are they different?
Brand pairing #1:
1
How are they similar?
How are they different?
Brand pairing #2:
Brand pairing #1:
2
3
How are they similar?
How are they similar?
How are they different?
How are they different?
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 5
© 2020 HEY HEATHER CAMPBELL
YOUR BONUS BRAND PAIRINGS
Let’s kee[ this party going! Find three people who essentially to the same thing that you do - and
let me know the similarties and differences.
Brand pairing #1:
1
How are they similar?
How are they different?
Brand pairing #2:
Brand pairing #1:
2
3
How are they similar?
How are they similar?
How are they different?
How are they different?
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 6
© 2020 HEY HEATHER CAMPBELL
BRAND POSITIONING MADLIB
These are some my clients’ favorite questions that help uncover your best competitive attributes
and unleash some serious brand mojo. Simply answer the questions below, and use your answers
to fill in the blanks on the next page and – wah-la! – you’ll have a legit and solid brand
positioning statement just like that.
Who do you want to serve with your business?
What are their aspirations?
What gets in the way of achieving their aspirations?
What is happening as a result of not taking action?
What is the trigger bringing them into the market?
1
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 7
© 2020 HEY HEATHER CAMPBELL
What is your response to the market?
What do you offer?
What problems do you solve?
What do you know that others don’t...and should?
What does “achieving aspirations” look like to you?
2
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 8
© 2020 HEY HEATHER CAMPBELL
How do you stack up to the competition?
Who plays in your space?
What would excite your customers as new or different?
Why does this matter?
Why should someone work with you over someone else?
3
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 9
© 2020 HEY HEATHER CAMPBELL
Who is your brand kindred?
What other brand illustrates the vibe you want to convey?
How is your business aligned with that brand?
4
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 10
© 2020 HEY HEATHER CAMPBELL
Why should people care?
After working with you, what do your customers know?
How do they feel?
What are they equipped or empowered to do?
What is the ultimate payoff?
5
WEEK 1: UNTAP THE POWER OF YOUR BRAND I PAGE 11
© 2020 HEY HEATHER CAMPBELL
_____________________ is for _____________________ who want
_____________________ but _____________________ and as a
result, are _______________________. Well, I’m here to change all
that. _______________________ provides _______________________
to help my customers _______________________ so they
_______________________. What makes me different from the
other _______________________ out there is____________________,
which _______________________. You could say I’m like the
_______________________ of _______________________, helping
customers ____________________. After working with me,
my customers know _______________________ and feel
______________________ to _______________________ and finally
_______________________. And that is a beautiful thing.
MY BRAND WHO I SERVE
WHAT ARE THEIR ASPIRATIONS WHAT STANDS IN THE WAY
WHAT’S HAPPENING NOW
MY BRAND WHAT YOU OFFER
PROBLEMS I SOLVE
WHAT ASPIRATIONS LOOK LIKE
MY INDUSTRY WHAT IS NEW OR DIFFERENT
WHY THIS MATTERS
BRAND KINDRED MY INDUSTRY
HOW I’M ALIGNED
WHAT THEY NOW KNOW
HOW THEY FEEL WHAT THEY’RE EQUIPPED TO DO
THE BIG PAYOFF
THE BRAND POSITIONING MADLIB.
Use the answers from the previous page and fill in the blanks and watch your
brand positioning statement take shape right before your eyes.
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RADICAL BRANDING

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Completed 6 April 2021

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