G ARNISHD E F I N I N G Y O U R B R A N D I D E N T I T Y W O R K B O O K

F E A S T D E S I G N C O .

Digital Strategy Audit

START RIGHT WHERE YOU ARE, START WITH WHAT YOU HAVE, AND START NOW.

There’s no better time than the present. Even if you feel like you’re not ready,

go ahead and dive in. The more work you do up front, the more you’ll feel

prepared to tackle all of the work that lies ahead for you and the brand you’re

building.

For this workbook, give yourself some space and allow your thoughts to

flow. Light a candle. Turn on some music that inspires you. Do whatever ritu-

al makes you feel like you can be creative. Invent a ritual, if you don’t already

have one. Give yourself permission.

Then, start right where you are, with what you have. Write it in a text file, or

print these pages and write directly onto them, or buy a beautiful journal.

Find a way to express yourself that’s comfortable, that invites ease. When

you’re finished, study the responses you’ve given. Are there any words,

phrases, or underlying ideas that you find yourself using over and over again

without realizing it? This is the character of your brand starting to shine

through – and the deeper we go into this process, the more clearly you’ll be

able to see that.

If there’s anything that doesn’t seem clear enough, or that doesn’t make

sense, you can answer these questions as many times as you need to. Keep

at it until you feel like what you’ve written represents what you aspire to and

who you want to serve through your work.

F E A S T D E S I G N C O . P A G E 1

F E A S T D E S I G N C O . P A G E 2

1. The name and tagline of my business or blog is:

Digital Strategy Audit

2. The concept, product, or service my business or blog provides is:

3. A few of the reasons why people will choose my company or blog over others are:

4. When visitors come to my website for the first time, I want them to feel:

5. The tipping point that made me realize that I was ready for a new brand identity was:

F E A S T D E S I G N C O . P A G E 3

6. The challenge I would like to solve more than anything else in this redesign is:

7. The negative impact (financial, social, or otherwise) of the details above are having on my business include:

8. The ways I currently monetize my website (or plan to monetize it) are:

9. For each of the ways I plan to monetize my site, these will have the largest impact:

10. Some ways I could monetize my website through new features or new types of content are:

Digital Strategy Audit

F E A S T D E S I G N C O . P A G E 4

11. A successful launch day looks like:

12. My near-term business goals, beyond launching my brand online, are:

13. These are the items on my website bucket list:

14. The features I’d like to have on my website that I’m not sure how to incorporate are:

15. The aspects of building my new website that are most intimidating are:

Digital Strategy Audit

F E A S T D E S I G N C O . P A G E 5

16. I’ll know that my online presence is successful if it accomplishes these big goals:

17. My true genius shows up when I:

18. My ideal reader spends their free time:

19. My ideal reader values:

20. My ideal reader believes in:

Digital Strategy Audit

You And Your Good

O B S E R V I N G Y O U & Y O U R G O O D

Before you can put your gifts to work, you have to know what they are. When you answer

these next four questions, be as extensive as possible, and try not to take anything for

granted. The things that come easy to you might be extremely difficult, and extremely

valuable, to someone else.

List some things that light you up. What gets you really excited?

What are the things you really love to do?

F E A S T D E S I G N C O . P A G E 6

You And Your Good

O B S E R V I N G Y O U & Y O U R G O O D ( C O N T I N U E D )

What are the things that make you feel like yourself?

What would you say are your own greatest skills and gifts?

F E A S T D E S I G N C O . P A G E 6

You And Your Good

A S K I N G O T H E R S

Sometimes, it’s easier to ask others to share what they know about us than it is for us to

think about ourselves. Try asking a few close friends one of these questions – in person, on

the phone, even in a text message. You might be surprised by their answers!

What are the things you think I’m good at?

What do you think is my greatest gift?

F E A S T D E S I G N C O . P A G E 6

What do you see me get excited about the most?

You And Your GoodG I F T I N G Y O U R G O O D

Now, let’s think of some ways you can put your good to work in your community and around

the world. If you don’t know the answers yet, that’s fine. Having blanks to fill in isn’t a bad

thing – it just shows you where you need to do a little more research, or ask around to get

someone else’s perspective, so that you can stop taking the things that come naturally to

you for granted and put them to work helping people who can really benefit from them.

Who are some people already doing good in your community that would be really excited to have your help?

Who are some people that are working on meaningful things, but aren’t doing something that would benefit them greatly, that’s also one of your gifts or strengths?

F E A S T D E S I G N C O . P A G E 6

Who are some people that might enjoy the things that come out of your gift, but may not

be able to because of their circumstances? What are some ways you could include them or

share it with them – or both?

As you begin thinking about your target audience, I want to encourage you to think

about these things in as much detail as possible. Leave no stone unturned. When you

read through these questions, close your eyes and imagine your ideal customer as they

go through their day-to-day life. What would their answer to that question be?

If you already know a real-life person that matches your idea of the perfect target audi-

ence, then meditate on what you know about that person. You can even reach out to

them and have them answer some of these questions for you.

If you’ve not yet come across your idea of the perfect customer or reader, just let your

imagination fly. And if you learn more about them as you develop your business, you can

re-visit this exercise at any time for an extra shot of clarity.

Target AudienceI D E A L C U S T O M E R W O R K S H E E T

What is your ideal customer’s name?

F E A S T D E S I G N C O . P A G E 7

How old is she?

What does she do for a living?

I D E A L C U S T O M E R W O R K S H E E T ( C O N T I N U E D )

What are her dreams?

F E A S T D E S I G N C O . P A G E 8

What kind of attitude does she have toward life?

Is she married? (If so, who to? What’s their relationship like?)

Does she have any kids? How many? How old?

Where does she spend most of her time?

I D E A L C U S T O M E R W O R K S H E E T ( C O N T I N U E D )

F E A S T D E S I G N C O . P A G E 9

What would her slogan be?

What does she value in life?

What words would her friends use to describe her?

What are some of her favorite things to do?

What’s her home like? When was it built? What’s her decorating style?

I D E A L C U S T O M E R W O R K S H E E T ( C O N T I N U E D )

F E A S T D E S I G N C O . P A G E 1 0

What does she like to do on a lazy Sunday afternoon?

What are her guilty pleasures?

What does she struggle with?

What frustrates her?

What are some of her favorite possessions?

I D E A L C U S T O M E R W O R K S H E E T ( C O N T I N U E D )

F E A S T D E S I G N C O . P A G E 1 1

What are the things she wishes she didn’t have to do or deal with?

What would make her day-to-day life so much easier?

What’s one thing you can do for her that would be helpful in a meaningful way?

What’s she afraid of?

F E A S T D E S I G N C O . P A G E 1 2

Goals & IntentionsM A P P I N G Y O U R I D E A L C U S T O M E R ’ S J O U R N E Y

This workbook will walk you through a series of questions that will help you think, in very spe-

cific details, about how your customers think and how you want to design the experience you’re

creating for them, from making them aware of your business, to reaching out to them, to inviting

them in, to building a trusting and long-lasting relationship that truly benefits them.

As always, do these questions as many times as it takes for your answers to “feel right.” I strongly

encourage you to do them once, put them away, and come back to them a few days later with a

fresh set of eyes that can pick out the areas where you can add a little more detail.

M A K I N G Y O U R I D E A L C U S T O M E R A W A R E

Where do your customers spend their time online?

What can you create for each of those spaces to “put yourself out there” where

they can see you?

Where do your customers spend their time online?

What can you create for each of those spaces to “put yourself out there” where

they can see you?

E N G A G I N G Y O U R I D E A L C U S T O M E R

F E A S T D E S I G N C O . P A G E 1 3

What can you share with them that will make them feel respected?

What can you share that will help them start to solve a problem?

How can you make engaging your ideal customer in real conversations a

part of your everyday work?

When they see you, what can you do to invite them in?

C O N V I N C I N G Y O U R I D E A L C U S T O M E R

F E A S T D E S I G N C O . P A G E 1 4

What can you create that would help them solve their problems or meet their needs?

What are some things you can publish or share with your ideal customer that will make

them feel respected and listened to before they even necessarily know that you can help

them with their specific problem or need?

What are their most urgent problems or needs that you’re able to help them with?

B U I L D I N G Y O U R R E L AT I O N S H I P W I T H Y O U R I D E A L C U S T O M E R

F E A S T D E S I G N C O . P A G E 1 5

What are one or two things you can do to check up on your ideal customer to see if

they’re happy with what they’re getting from you?

How can you continue to share useful things with customers who have already

bought from you?

What can you do to show your customer that you’re just as loyal to them as

they are to you?

Why should your customers be loyal to you? What can you do to show

you’re thankful for their loyalty?

F E A S T D E S I G N C O . P A G E 1 6

Gathering InspirationW O R K B O O K : B R A N D AT T R I B U T E S

This workbook will help you focus on the keywords that best represent your brand’s tone

and personality.

Below, you’ll find a list of keywords with blank lines next to them. I want you to write YES!

Next to the ones that describe your brand best, the things you feel like you really have

something to say about; write “NO!” next to the things your brand definitely is not; and

finally, cross out the ones that you don’t feel strongly about one way or the other.

Then, on the blank line next to each of the words you wrote YES! Or NO! next to, write

down what makes your brand that attribute or what makes your brand not that attribute.

Adaptable

Approachable

Arousing

Awe-inspiring

Collaborative

Compassionate

Confident

Content

Cooperative

Courageous

Curious

F E A S T D E S I G N C O . P A G E 1 7

W O R K B O O K : B R A N D AT T R I B U T E S ( C O N T I N U E D )

Determined

Encouraging

Excited

Fearless

Focused

Friendly

Graceful

Gracious

Grateful

Happy

Helpful

Hopeful

Interested

Joyful

Loving

Loyal

Modest

F E A S T D E S I G N C O . P A G E 1 8

W O R K B O O K : B R A N D AT T R I B U T E S ( C O N T I N U E D )

Outrageous

Passionate

Practical

Prideful

Realistic

Relieved

Remorseful

Resourceful

Satisfied

Shocking

Sincere

Spirited

Supportive

Surprising

Trusting

Wondrous

F E A S T D E S I G N C O . P A G E 1 9

Persuasive Web DesignW O R K B O O K :

For this workbook, there are two different approaches that will appeal to two different types of

thinking. You might lean more toward one or the other, but try both – you might realize different

things when you study the contents of your website from these two very different perspectives.

T H E E L I M I N AT I O N G A M E !

1. Print out a copy of your homepage.

2. Draw a box around each of the places on the page where a visitor can do something.

3. Draw an X over half of those boxes that are least important to your visitors. (It’s okay if this feels

uncomfortable at first – remember, we’re just trying to understand what’s important to the peo-

ple you’re trying to serve through your work, so focus is a good thing.)

4. Why are the ones that are left important to them?

5. Of the boxes that remain, draw an X over half of the remaining boxes, eliminating the ones that

are likely to be the least critical to the visitor landing on that page.

6. Why are the ones left the most critical components of your site?

7. What can you do to emphasize those critical components more, and de-emphasize, delete, or

relocate the rest? Make that your to-do list, and tackle it one item at a time!

C U T & P A S T E !

1. Print out a copy of your homepage.

2. Cut out each element of your website where a visitor can do something.

3. Arrange all of those elements in front of you, from most important to least important.

4. Starting with the least important element, ask yourself what your customer would miss out on if

that element wasn’t on your homepage.

5. If it’s not absolutely critical to your customer – based on their actual needs, not just what you

think should be on the page – put it in the “discard” pile.

6. Continue until you’ve eliminated all but the most critical components of your homepage.

7. Make a list of elements in your discard pile that you need to remove or relocate to another place

on your site, and use that as your to-do list for refining your site over time.

8. You don’t have to remove or change everything at once. Simplicity is a work in progress. Just try

to remove one thing at a time, until your homepage is as focused as it can be.

9. Once you’re done with the homepage, you can try this exercise with any of your other pages

too! Start with the ones that are the most important, and work your way through your site from

there.

G ARNISHD E F I N I N G Y O U R B R A N D I D E N T I T Y W O R K B O O K

F E A S T D E S I G N C O . C O M