What are your roots, what connects your childhood to what you do now? Who are the important people in your life and how did they impact you? Focus on what makes you feel vulnerable.
Movement Mission Statement
(What are you hoping to achieve with your business? What should your customers expect from you? Please make this a tangible mission with an actual timeline - something that you want your customers to embrace and resonate with)
Why do you care about the problem you solve?
Positioning Statement
(What does the company do, especially that nobody else does, and why do people choose it?)
I help [client / patient] [acheive success] and [ solve problem] through [framework / process]
3- 5 Movement Values
The Movement Leader (The Personal Brand)
We work with the “Movement Leader” concept - meaning, when we present a likeable face for your movement, the customer will more easily trust you and your services along with connecting to the tribe. You are the facilitator bringing people together and creating an experience! To this effect, we need to identify the specific Leader Attributes of your personal brand that we will be using for your business.
What is your role as a Leader?
From the following choose to that best represent how you show up in peoples lives.
Your aspirational identity…
I am a...
Movement Background & Stories
Founders Why Story
Where do you come from? What main events contributed to your cause??What’s Your backstory?
Epiphany Story (framework/process discovery)
What specific event lead to your epiphany that you can help with your expertise?
(How did you get your start and who were the key players? If you had to tell a story about how your business happened, what would you say?)
Authority Story (and authority)
Movement Voice
How do you infuse your unique personality into your content? How so?
Who do you admire as a mentor/leader in your life?
?What characteristics do you admire?
Example 1
Example 2
Example 3
Tone Of Voice: Copy Style;
Educational
Friendly
Formal
Professional
Witty
Humorous
Etc…
Movement Visual Style
Style Description
Describe the visual style, similar to voice … style portrays the personality
Imagery style
Pick a few & or use other singular words and phrases to describe your visual style
Elegant
Simple
Clean
Bold
Light
Dark
Colorful
Examples
Colors
Typography
Village: Perfect Person Profile
Who Is Your Human? Who Do you Serve?:
What is your Perfect Person’s Name?
Demographics
Age
Gender
Marital Status
# of and Age of children
Location (Continent, Country, State/Province, Locality region
Occupation
Job Title
Annual Income
Level Of Education
Life Quote
Other
Psychographics
Where do they look for information and commuity?
Books
Magazines
Websites
Blogs
Conferences
Gurus
Podcasts
Other
Activities & Hobbies
Mental & Spiritual & Physical Health?
What are their Struggles? How are they behaving?
What are their Their Goals / Desires
Their Obstacles, Challenges & Pain Points
What is preventing your ideal client from getting there? (What is the problem they are experiencing right now?)
What is their Transformation: Before and After State: what increases and what decreases