Introducing
Your brand strategy in four phases, using the same process I use with my own clients, so your brand finally has a home that feels right.
A 55-page workbook, four phases, about 2 to 3 hours of work, and your access is emailed the moment you check out.
If you’re a founder or CEO building your brand yourself this season, OR you’ve worked with a designer before and it’s time for a tune-up, and you find yourself saying “my biggest challenge is differentiating what I offer from everyone else’s,” this is for you.
“Thanks so much! I learned so much from this and I feel confident with my messaging now that I’m growing.”
DanielleREAL TALK: most brands get built backwards, with the logo first, then the template, then the website, and the strategy last (or never). A brand built in that order can look finished and still not bring the right people to you.
In fact, brand strategy is THE answer to the questions every other brand decision depends on: who your brand is for, what makes it different, and how it should sound and look to them.
And if that wasn’t reason enough to pay attention…
BUT a logo, a color palette and a website can all be done, and the right people still aren’t finding you…
Right now you might be cringing a little every time you send someone to your site, with inquiries that feel a bit off and no clear reason why.
You might be sitting on pages of notes, ideas and “word vomit” about your business, with no idea how to turn any of it into something you can use.
You might be changing a color, a font, a template, and still not sure whether the problem is the design or the strategy. And really wanting to make one decision about your brand with total confidence, but being unable to, because you can’t tell yet what it’s supposed to say.
And really wanting to explain what makes you different from everyone else in your space in one clear sentence, but being unable to, because you haven’t put it into words yet.
And if any of that sounds familiar, it has probably got you second-guessing every post, every page and every color you pick.
And not getting the right people to say “yes, this is for me” like you want.
Or even worse? You pay for another round of design, and the same thing happens, because nothing underneath ever changed.
But it does NOT need to be this way!
What if you could say what your brand is for in one clear sentence, PLUS write every caption, page and email faster because you already know how your brand sounds?
I know you want a brand that feels like you and brings the right people in, and I believe you can get there without guessing.
That is why I took what I’ve learned designing and building brands since 2009, along with the process I use with my own clients, and put it into a workbook you can work through yourself.
With my clients, I pull these answers out in two ways: on video calls, and through written questionnaires, because only the owner knows their business inside out. This workbook is those same questions, with my guidance alongside each one.
It starts with the part most people skip (why your business exists and what makes it different) and builds from there, one phase at a time, into your message, your visuals and where you show up.
And it is the KEY to a brand where every color, word and post has a reason behind it.
Here are the four phases that make the Spellbinding Brand Blueprint a brand strategy you can actually use, each one built on the one before:
Before the visuals, define the core
Define the core of your brand before a single visual gets touched. You put your mission, your vision and what makes you different on paper, in your own words, and boil it all down to one sentence: who you help, what changes for them, and what you do differently. That sentence becomes your filter when you’re deciding which client to take on, which offer to launch or what to post.
Craft the words that actually connect
Get specific about who you’re talking to and how they need to hear it. You end up with a real picture of your ideal client (a name, a situation, a day in their life) and a word bank of approved and banned words, so every caption, page and email sounds like you without a blank page first.
Dress your brand for the client you want
Start with the colors and the vibe you love, then try them on against the strategy you built in Phases 1 and 2. Color psychology shows you what each one says to the person you want to reach! So some might stay while others go, but every one that stays has a strong reason tied to your strategy. You leave with a visual direction instead of a mood board.
Put your brand where it will actually grow
Look at where your best clients already come from and pick no more than two platforms to go deep on. You also decide what you’re going to stop doing, so your time goes where it does the most work.
And I have taken ALL of this experience and poured it into one workbook, so you can build your brand strategy without second-guessing every color, word and post.
So what actually changes? Here it is, side by side:
If you’re ready to be the one who knows exactly what your brand stands for, then…
“Identifying my brand’s personality and the overlap with my clients has helped me so much to refine my way of communicating.”
AmySay hello to your brand strategy with
Brand Strategy & Psychology Workbook
The done-by-you brand strategy workbook that takes you from your mission, to your message, to your colors, to the platforms worth your time, so you can make every brand decision from a strong foundation, without hiring a strategist to get there.
Here’s what’s inside…
The Spellbinding Brand Blueprint Workbook
Say goodbye to starting from a blank page and guessing at your own brand.
The workbook is here to support you with four phases of guided exercises (plus a wrap-up page at the end of each one), allowing you to build your brand strategy in order, with each phase feeding the next.
Inside you’re getting:
The same process I use with my own five-figure clients.
GET ALL OF THIS FOR $97
Instant download | Lifetime access
More than 550 people have picked up this workbook.
And you don’t need to take my word for it… here’s what people who’ve worked through it have to say:
“Thanks so much! I learned so much from this and I feel confident with my messaging now that I’m growing.”Danielle
“My people know my message, I didn’t have trouble with that, but it’s the visual representation, like fonts and colors I wasn’t sure how to connect the dots but you made it so simple!”Sarah
“Identifying my brand’s personality and the overlap with my clients has helped me so much to refine my way of communicating.”Amy
Ingrid
Hello there! I’m Ingrid.
Years into my business, I asked my own clients if I should change my name to something more polished. They told me, every one of them, to keep the penguin (full disclosure: sixteen-year-old me picked Penguin Designing because penguins are my favorite animal, and the name I actually wanted, Penguin Designs, was already trademarked. Not exactly a strategy session, and yet here we are).
I’m a brand and website strategist and designer with a focus on conversion for coaches, creatives and small business owners. I’ve been at it since 2009, and I’ve been an Official Showit Design Partner since 2018.
Seeing so many founders invest in a logo and a website before the strategy underneath was there, and then wonder why the right people weren’t finding them, I knew something needed to change. That’s why I created the Spellbinding Brand Blueprint: the same process I use with my own clients, in a workbook you can work through yourself.
I truly believe premium strategic thinking shouldn’t only be available to people who can afford a custom project, and the entry point should never be the barrier to getting real strategy.
I’d love to support your brand, and I can’t wait to see the sentence you land on at the end of Phase 1.
Strategy before design. Always.
Is this the right fit? This workbook is PERFECT for you if…
If you checked a few of those boxes, this workbook has been crafted for you.
A brand where every color, word and post has a reason behind it.
Do you have questions? Here are some answers!
The workbook is built in four phases, and from start to finish it should take around 2 to 3 hours to work through the content as you fill it in. You have lifetime access, so go at your own pace. As for results, you can start applying what you build to your everyday brand and business right away, then test and tweak as you go.
Nope. You just need to want a brand that feels aligned and connects deeply. I guide you through every step with real-world examples and bite-sized strategy.
Yes, and for you it works as a tune-up. Along the way you put your current messaging, colors and platforms next to the strategy you build, so you can see where your brand has drifted from where your business is now. If you’re a brand strategist or designer like me, chances are you’ve heard most of it already, but this is my personal approach to building a brand, laid out step by step.
No. This workbook is the strategy: what your brand stands for, who it’s for, how it should sound, and what it should feel like visually. It doesn’t touch designing, so the logo, the website and the graphics are still yours to make or to hand to a designer, and you’ll have a clear direction to give them.
It’s two PDFs: the workbook and the Brand Strategy on a Page template, which you can type into or print and write on. Your access is emailed to you as soon as you check out, and you can print any page you want to keep close.
You have lifetime access for the lifetime of the product. That’s the product’s lifetime, not yours and not mine (if I ever retire, you’ll know where you stand). Come back to it as your business changes, and I’d revisit it every 6 to 12 months.
As soon as you join you will get access to this digital offer, please know there are no refunds, all sales are final. If you have questions before joining simply send me an email to hello@penguindesigning.com
Because I don’t believe real strategy should only be available to people who can hire a custom project. This workbook is the same process I use with my clients. What it doesn’t include is the deep audience research, the competitor positioning, positioning against the market, your offer messaging and the written strategy document I build for you in my Brand Strategy Experience.
Access is instant. Once you check out you’ll get a confirmation, and your access is emailed to you.
Send me an email at hello@penguindesigning.com and I’ll help you out.
Make the next thing you put out there the first one built on your own brand strategy.
The same process I use with my own five-figure clients.
GET ALL OF THIS FOR $97
I’m ready to build my brand strategy
Instant download | Lifetime access
