Define your brand, position your business, and create messaging to attract perfect-fit clients
Strong Businesses Have Strong Brands
Let me guess: You want more yeses and hell yeses. You want to collaborate with amazing partners and connect with clients you love, and it'd be pretty damn nice if marketing and sales just felt easier, too! Well, you're in luck, because that's exactly what defining your brand can do for you!
Brand clarity and consistency strengthen your reputation
A well-defined brand gives every part of your business clear direction. Your website, content, offers, marketing, sales conversations, client experience, partnerships, and referrals can all reinforce the same positioning, personality, and messages.
A strong brand reputation attracts the right clients:
- People repeatedly experience the same positioning, personality, messages, and expertise. This creates familiarity and tells them what to expect from you — what you’re about, what you do best, why you’re different, and whether you’re for them.
- The right people (your people) begin connecting specific ideas, expertise, language, and experiences with your business, which strengthens recognition and reinforces your brand reputation, so you’re top of mind when they’re ready to buy.
- Search engines, LLMs, and AI tools get clear signals about your business, services, and areas of expertise; what makes you relevant and what you should be ranked well for, and when your brand should be surfaced, cited, and recommended.
If you want people to remember you, hire you, and refer you, and you want search engines and AI tools to help new potential clients find you, your brand needs to be unshakable — clear, credible, and consistent everywhere it shows up. And OMG, if that isn’t happening for you yet, you’re sooooo in the right place!
An unshakable brand pre-sells your expertise so people want to hire you
A crystal-clear brand can do a whole lot of selling before a potential client ever fills out your inquiry form, books a call, or buys a package. The time they spend binge-ing your brand helps them get to know you, understand how you think, see what makes your approach different, get a feel for your personality, and decide that they like you, trust you, and want to work with you!
By the time that just-right client reaches out…
- They may have combed through your website, heard your name from someone they trust, stalked your LinkedIn, or downloaded one of your resources.
- Your name may have popped up in their social feeds, search results, an AI answer, or an LLM’s response — or all the places!
- They might already be a long-time social media connection, an email subscriber, or someone you chatted in the DMs with a while back or met in person years ago!
Clients who understand the value and impact of your work show up pre-sold and excited about working with you. When that happens, sales conversations are about confirming fit, not trying to convince them to say yes. And those are the kinds of sales calls we’re here for!
I mean, it feels pretty damn good when you hop on a discovery call with a potential client you’d love to work with and hear them say, “I love everything I’ve seen! How do we get started?”
Introducing Brand Clarity Blueprint, A Branding Course For Solo Service Providers And Micro Agencies
Define Your Brand. Own Your Position. Know What To Say.
Clarify and define your brand DNA, brand strategy, and brand messaging as you build your Brand Clarity Blueprint. Create one source of truth that will become the foundational reference material for aligned decisions, marketing your business, empowering experts you hire, training AI tools you use, and of course, staying on brand through it all.
What Is A Brand Clarity Blueprint?
Your Brand Clarity Blueprint (BCB) documents your brand DNA, brand strategy, and brand messaging. It's the one source of truth for your brand anyone or any AI tool can use to understand your business and communicate like you.
In the Brand Clarity Blueprint course, you'll define your:
Brand DNA
Brand DNA defines who your business is, how it operates, and the standards it lives by.
Your Brand DNA includes your business's values, purpose, vision, mission, tenets, promise, tagline, personality, voice, tone, vocabulary, and writing style.
These branding elements form the foundation of your business and act as its guiding north star.
They give you guidelines and guardrails for how your business communicates, makes decisions, operates, and shows up in the world. And they keep your actions aligned with how you want to be perceived, what you want to be known for, and what matters most to you.
Brand Strategy
Brand strategy defines the positioning your business will claim and how it will compete and win.
Clients have options. They can hire another expert, work with an agency, do it themselves, use AI, put the project off, or just stick with the status quo.
Your brand strategy assesses competitive alternatives, identifies what makes you different, clarifies who cares most about those differences, and claims a market position that makes your value clear.
This work pinpoints who you're selling to, what you emphasize, where you compete, and how you'll make your services and offers the obvious best choice.
Brand Messaging
Brand messaging defines what your business says and how it says it so the right people lean in.
This work combines the voice of your brand, your strategy, and voice-of-client research to create messaging that feels relatable and relevant to your perfect-fit clients.
Brand messaging is the secret to feeling absolutely confident you're saying just the right thing in every context, while still sounding like you.
This work includes your voice-of-client insights, brand talking points, That's Me messaging assets, offer messaging and impact statements, and all sorts of different elevator pitches and marketing messages.
Give Humans And AI The Context To Get Your Brand Right
People aren’t mind readers, and AI only knows what you give it. Getting your brand out of your head and into clear documentation and guidelines creates a second brain for your business that helps the people and tools creating for it understand it as well as you do.
Hand the experts you hire the keys to your brand’s brain!
When you hire a content strategist, copywriter, web designer, content marketer, graphic designer, content creator, marketing consultant, SEO and AI visibility expert, or social media pro, you want them doing what they’re great at, not dragging basic info about your business out of you one question at a time.
Your Brand Clarity Blueprint is the brain of your brand, and handing over they keys helps them get inside your head, understand your brand, and get up to speed fast!
Defining and sharing your brand DNA, strategy, and messaging means less time spent explaining your business, fewer misunderstandings and revisions, and better work from the start. It also means far fewer moments where you’re looking at something thinking, “Technically, it’s fine, but it just doesn’t sound like me,” or “Ugh. This looks like everyone else.”
Train AI on your brand and business so you can skip the slop!
Give an LLM a basic prompt and a little business info, and you’ll get generic ideas, weird assumptions, off-brand language, funky phrasing, overused tropes, and writing that sounds nothing like you. Give it accurate, well-organized information to work from, and its response quality gets sooooo much better!
Whether added to a chat, uploaded as a project source, or referenced in instructions, your Brand Clarity Blueprint acts as your central knowledge base and second brain.
Brand documentation is how you train AI to think, speak, and write like you, so you spend less time correcting, rewriting, re-explaining, and reminding it what you hate, and more time refining work that already feels like it fits your business.
Your Brand Clarity Blueprint Is The Ultimate Cheat Sheet For Your Business
This is the brand-definition framework I use with clients (through my agency Bourn Creative). I stripped away the bloated documents, irrelevant corporate branding exercises, and performative agency nonsense solo service providers don't need, and created one working document you’ll actually use.
For most of my career, I worked with — and yep, created — separate brand strategy guides, messaging guides, visual identity guides, content strategy documents, and all sorts of supporting files and guidelines.
It was a lot. A lot to keep track of, a lot to update, and a lot to remember.
It was also way too easy for incredibly valuable brand work to just end up sitting in a folder, getting ignored. And as the person who created that work, it sucked!
I craved a simpler brand definition approach.
I wanted one branding document — one source of truth that brought together the brand decisions, strategy, guidelines, research, language, and messaging that mattered most. I also figured clients would be more likely to use my work if they only had to manage, update, reference, and share one “brand cheat sheet.”
So I created the Brand Clarity Blueprint.
I started with my own business, then moved my branding clients to the new approach — and they loved it. Today, when established businesses hire my agency Bourn Creative to define their brands, the Brand Clarity Blueprint is the primary deliverable we create.
Now, you get the benefits of all that work!
This Brand Clarity Blueprint course gives you my brand definition framework and walks you through every branding component that matters to a solo service provider step by step.
- You don’t need layers of agency process, jargon and buzzwords, strategists who can make branding sound far more complicated than it needs to be, or some giant brand book filled with corporate stuff you’ll never look at again.
- You need the details that make your brand YOUR brand — its DNA, strategy, and messaging — defined, documented, organized, and easily accessible so anyone and any AI tool can understand your business and create on your behalf.
Hey there! I’m Jen!
I’ve been working on and creating brands since 1998! Here’s the close-ish timeline:
- I started out as a professional graphic designer and began selling brand and visual identity design while earning my graphic design degree.
- In 2005, I quit my job and founded Bourn Creative, offering brand design, graphic design, and web design services.
- I then layered in brand messaging, content marketing strategy, and content writing services for clients who weren’t using their blogs!
- Client needs then pushed me to learn and offer brand strategy services, which then led to website copywriting services.
- Official brand definition services and brand marketing services came in 2019 and 2021, respectively.
If you’re paying attention, I did things completely bass-ackwards. But I adapted to client needs, and they loved it, and it worked!
One client told me that having this brand blueprint felt like having a cheat sheet for their whole business, and that’s when I knew I was onto something BIG!
So, Brand Clarity Blueprint is the culmination of a 28-year career spent focused on branding, design, messaging, copywriting, content, and marketing. It’s also my newest course, because I’ve been teaching courses and hosting workshops online since 2017!
The Lowdown On What You Can Expect
Learn by video, audio, or text and join me for live Q&A or take advantage of asynchronous support options. Follow guided exercises instead of staring at empty worksheets wondering what to do, and build your Brand Clarity Blueprint component by component as you move through the course.
Learn Your Way!
Video + Audio + Text Lessons
Learn the way you prefer to learn! Watch the Brand Clarity Blueprint lesson videos, download and listen to the lesson audio MP3s, or read the beautifully-designed PDF handbooks, workbooks, and brand example guides.
Optimize Clarity!
An Intentional Lesson Order
Each lesson builds on the decisions, research, and work completed in the lessons before it. Completing lessons in order uses the clarity you've already gained to minimize time and effort while maximizing results.
You Do You!
Go Ahead, Skip Around
Brand Clarity Blueprint isn't dripped out one lesson at a time over months. Nope! You get full access to all lessons right away. That means you can go at your own pace, skip around, and totally choose your own adventure!
In It Together!
Join A Live BCB Cohort
Not into the DIY experience? Same! Join a live Brand Clarity Blueprint Cohort to work alongside me and other BYW members, as we tackle one branding lesson each week, together. This accountability and visibility make a huge difference!
DIY Or DWY!
Async + Live Support
Get asynchronous support in the lesson comments or community discussion posts. Get live support in weekly Q&A sessions during a cohort, and in office hours outside a cohort. When you need it, help and feedback are available!
Work Smart!
Custom AI Prompts
When it makes sense to tap in your favorite AI tool for support (without replacing your thinking, judgment, and unique voice), you'll find ready-to-go, tested prompts and instructions in the lesson workbooks!
Go Step By Step!
Detailed Exercises + Worksheets
When a lesson includes homework (most do), you'll get instructions, guidance, and worksheets that take you through the branding exercises step by step, so you always know what to do and how apply it to your specific brand.
Proven + Tested!
My Branding Frameworks
When clients hire my agency Bourn Creative to define their brands, I create their Brand Clarity Blueprints. In this course, I'm sharing my process, the exact same frameworks I use in my client work, and how I think about branding!
Get Brand Clarity Blueprint And Define The Brand Foundation No One Sees, But Everyone Feels!
Build Your Brand Clarity Blueprint!
Define what your brand stands for and against, how it is experienced, and how it communicates. Claim what makes it different, who its for, and the position you want to own. Establish the messaging that brings your brand to life and makes it relatable. And create your own Brand Clarity Blueprint as you go.
What’s Inside This Branding Course?
Brand Clarity Blueprint includes 19 lessons covering your brand DNA, brand strategy, and brand messaging in an intentional order, with frameworks and guided exercises that help you define your brand one component at a time.
This comprehensive branding course for service-based solo business owners and micro agencies kicks off with a quick introduction and a breakdown of the branding concepts and components it covers so you can start the lessons feeling confident and prepared!
These branding lessons include:
- Introduction To Brand Clarity Blueprint
Get the lay of the land, tips for maximizing your investment, and an introduction to me (Jen), branding as a business strategy, and the Brand Clarity Blueprint course itself. - Brand Breakdown: Core DNA, Strategy, And Messaging
Get the 10,000-foot view before digging into each individual part of your brand. See how brand DNA, strategy, and messaging work together, get clear on branding terminology, and set up the document that will become your Brand Clarity Blueprint.
Section 1: Your Brand DNA
Your brand’s core DNA is made up of the internal details that make your brand unique. This branding work focuses inward. It’s all about you, your business, what you want to be known for, what you believe in, what you stand for, and how you show up and communicate.
These branding lessons include:
- Identify And Clarify Your Brand Values
Define the non-negotiable operating principles that show what you value and shape how you run your business, make decisions, treat people, and do you thing. - Establish Your Purpose, Vision, And Mission
Clarify why your business exists, where you want it to go, and how you plan to get there. Write meaningful, inspiring purpose, vision, and mission statements that get you fired up while providing focus, direction, and alignment. - Declare Your All-In Brand Tenets
Articulate the professional beliefs and unshakable truths you’re willing to go all in on. Define what you stand for and stand against — the hills you’ll die on and the convictions that shape your perspective and attract your people. - Craft Your Brand Promise And Tagline
Make a promise clients can count on you to keep (the standard your brand commits to delivering), and craft a catchy tagline that supports your promise, captures attention, and makes the experience or outcome you deliver easier to remember. - Clarify Your Unique Brand Personality
Describe the human traits and characteristics that make your brand feel like your brand. Define what those traits mean, how they show up, what they look and sound like, and how you want people to experience your brand. - Establish Your Unique Brand Vocabulary
Your brand already has a language. Claim it! Claim the words and phrases that make your brand personality recognizable, relatable, and totally yours, and create a Brand Word Bank of what’s approved and what’s prohibited. - Describe Your Brand Voice And Tone
Get your voice out of your head and define how your brand speaks across contexts, and how you want people to feel when they interact with you, to lay the groundwork for resonant messaging that draws the right clients into your world.
Section 2: Brand Strategy
Your brand strategy is made up of the external details that determine how your brand competes, stands out, and wins in the market.
This branding work focuses outward. It’s all about the competitive alternatives your clients consider, what makes you different, who you want to attract, what those people care about most, and how you position your brand and offers to become their obvious best choice.
These branding lessons include:
- Discover Your Brand’s Competitive Alternatives
Identify who and what your brand is up against (the other options potential clients are comparing you to) and why, so you can position your services as the no-brainer best option for your clients. - Differentiate Your Brand And Stand Apart
Uncover the unique attributes that make your brand different from competitive alternatives, determine which differences create the most value, and who that value matters the most to. - Define Your Clients And Target Audience
Get clear about exactly who you sell to. Clarify the audience your business serves and the clients who fit your services best, then find out what makes them tick and care about your offer. - Position Your Brand To Win Your Market
Use your competitive alternatives, differentiation, audience, and market category to claim your brand positioning. Then apply the same positioning framework to your offers, so perfect-fit clients can understand why they should hire you.
Section 3: Brand Messaging
Your brand messaging is made up of the words and messages that communicate who you are, what you offer, and why people should care.
This branding work focuses on communication and connection. It’s all about how you speak to your ideal clients, the language they use, the problems they want to solve, the benefits they’re looking for, and how you talk about your brand and offers in ways that attract attention, build trust, and inspire action.
These branding lessons include:
- Research The Voice Of Your Clients
Discover how clients describe their needs, priorities, frustrations, experiences, desires, and buying decisions in their words. Gather and organize voice-of-client research to create messaging that feels familiar, relevant, and specific to the people you want to reach. - Align Your Offers With Your Ideal Clients
Connect the details of what you sell with the reasons your clients care about buying it. Combine your offer’s marketable features, client wants and needs, and the value and impact of your work to create powerful sales and marketing impact statements. - Write Offer Descriptions That Spark Interest
Craft clear, concise, captivating offer descriptions that highlight the value of your services, confirm fit, squash hesitation, and prompt a need to learn more or get started! - Compose “That’s Me” Messaging Assets
Turn voice-of-client research into a collection of reusable copy blocks that help perfect-fit clients recognize themselves in your marketing, and feel seen, understood, and eager to work with you. - Create Pitches And Marketing Messages
Build a bank of ready-to-go elevator pitches and marketing messages you can use in any “What do you do?” moment! Capture attention, spark curiosity, and inspire the right people to take the next step in just a few short sentences. - Contrast The Potential Benefits And Risks
Ditch problem agitation, manipulation, and gross fear-based tactics. Instead, motivate action with a collection of marketing messages that balance potential gain with potential pain, and highlights what clients gain by saying yes and what they risk by saying no.
Your Business Deserves An Extraordinary Brand That Attracts Amazing Clients And Cool Opportunities
Build A Brand You’re Proud Of And Excited To Market
When every detail of your brand is defined, every place you show up reinforces your positioning, personality, and messages. The right people find you, connect with you, see why you’re different, and know in their gut you’re the expert for them. Your marketing builds recognition, your reputation gets stronger, and every individual effort starts working together to create serious momentum. Best of all, you have a brand you love and feel proud of!
A Brand Clarity Blueprint Makes Business Easier
Defining your brand gives you clarity. Documenting every detail in a Brand Clarity Blueprint gives you a practical reference to pull from any time you need to.
Get what's in your head onto paper and never start from scratch again
When your brand exists mostly in your head, you constantly have to remember or reconstruct thinking you’ve already done and it’s exhausting. It’s why working on your own brand can feel like hiking up a steep climb after already hiking up a freaking steep climb!
But when every piece of your brand is documented in your Brand Clarity Blueprint, everything you need to write copy, create content, design marketing materials, network, pitch, sell, and communicate is at your fingertips. That makes getting things done way easier. I mean, when you’re assembling rather than starting from scratch, even the hardest tasks feel more doable!
- Considering a new opportunity?
Reference your values, purpose, vision, mission, tenets, audience, and positioning to see how well it fits your brand and business. - Launching a new service?
Pull your positioning, ideal-client research, differentiation, offer alignment work, and messaging to shape the offer and how you talk about it. - Writing or rewriting your website?
Grab your Brand Word/Copy Bank, voice and tone guidelines, positioning, voice-of-client research, offer descriptions, and messaging. - Creating content?
Dig into your brand tenets, differentiators, client language, “That’s Me” message assets, talking points, and marketing message bank for topics, angles, and language. - Pitching yourself or your services?
Head straight to the ready-to-go pitches and marketing messages you already created, then adapt the best fit for the situation. - Putting AI to work for your business?
Give it your entire Brand Clarity Blueprint as source material, so it can understand your brand and business on a granular level.
Branding Belongs In Every Stage Of Business
Your business can be brand-new, years old, changing direction, or already thriving. Brand Clarity Blueprint helps you align your brand with your business, so you feel proud-as-hell of your brand and super excited to share it and market it!
You're creating a new brand and it's a lot
You have the idea, you know what you’re freaking great at, and you have an ambitious vision for the brand and business you want to create. So, maybe you’re thinking…
- “When my people find my brand, I want them to feel the fit in their gut. How do I do that?”
- “There are so many decisions to make, I feel overwhelmed!”
- “I want to my brand to be unique to me and just right but where do I even start?!”
I’ve got you! I’ve been creating small business brands for decades, and lesson by lesson, I’ll help you lay the groundwork for a brand world your people want to be a part of!
I’m sure you have all sorts of ideas, wants, wishes, directions, and requirements. Getting all of that out of your head, your bookmarks, and your messy notes is where things get tricky.
Brand Clarity Blueprint gives you a structured way to turn what you know (and what you’ve dreamed of) into a distinct brand you can explain, market, build on, and feel totally confident in. The decisions you’ll make will provide direction for your website, offers, content, sales conversations, and client experience.
Your brand grew organically and has never been defined
Your business has history, clients, experience, proof, and a reputation. You’ve always done what felt right and didn’t really need to document things. Now you might be thinking…
- “It’s clear in my head, but I have a hard time explaining it.”
- “Every time someone asks what I do, I start rambling and walk away thinking, ‘Ugh, I should have said that differently.’”
- “I feel like I’m all over the place and I’m stuck!”
This is super common! You’re great at what you do, clients love you, and your business grew. But now it feels scattered and a bit out of control — and I can so help!
When you’re a solopreneur, you can do whatever you want. But doing whatever you want and whatever feels right in the moment can create all these little brand branches that take you in different directions. And that makes it extra hard to become known for something and for others to recognize your brilliance.
Brand Clarity Blueprint helps you align your brand. It will help you mine the diamonds in your business and uncover a through line for your brand that gives you a clear direction, feels absolutely 100% you, and represents your body of work in a way that does it justice and makes it easy for your clients to connect with.
Some brands don't keep up with growth
You’ve evolved as a business owner, and your business has evolved right along with you. But your brand didn’t come along for the ride, and now you’re likely thinking…
“I’m not excited to market my services, so I’m holding back.”
“I’ve changed and now my copy doesn’t fit and my website still feels like the old me.”
“I keep attracting the work I used to want, not the work I want now.”
I’ve been there too! I know exactly how it feels when you’ve outgrown your brand and it now feels like it’s in your way — and I’ve got your back
If you’ve improved your skills, developed a stronger point of view, and changed up your services, but your brand still feels like the old you, not the new you, this branding course can help! It’s tailored to solo services based businesses and micro agencies.
Brand Clarity Blueprint takes you back to the basics — this time armed with the clarity and understanding you’ve gained about who you are, what you do, and who you work with. You’ll redefine the details that make your brand YOUR BRAND, so how you show up reflects you at your best and what your clients experience and have come to love about working with you.
Your brand needs to change direction
You’ve got something big on the horizon. The decision is made and you’re ready to make it happen. You’re all in on stepping into your next era of badassery. And you’re probably saying…
- “I don’t want to erase everything or alienate my clients!”
- “I want this new era of my brand to feel like a perfect fit, and I want to go big, so I need to get it right.”
- “I’m just not sure what to keep, what to adjust, and what to leave behind.”
Relax! I’ve done this with my own brand! In this branding course, you’ll revisit and rethink each aspect of your brand, so nothing gets overlooked and everything aligns.
I know a pivot, major offer change, new audience, or business-model shift can change your brand’s positioning, messaging, and everything else after that, from your website to your marketing!
Whether you’re rebranding, refreshing, or changing direction, Brand Clarity Blueprint will guide you through the process of redefining your brand and bringing your core DNA, strategy, and messaging into perfect alignment with where you’re going and who you’re becoming.
You're ready to make your brand truly extraordinary
You have years of experience and proof backing your work and a solid reputation. Business is pretty dang good but you’re ambitious and ready for more. So, you might be thinking…
- “I’ve sort of flown by the seat of my pants and everything’s worked, but now I’m the bottleneck.”
- “I’ve created a lot for my brand, but right now it feels like I have all these separate pieces, not one focused body of work or one clear direction.”
- “I want to do more marketing but I don’t know what else to say! I’ve said everything!”
If this is you, I’ve sooooo got you! A huge chunk of my client work is making established brands even stronger by making every action and asset work harder.
Truth: The strongest brands never stop refining the details that define who they are, how they show up, and how they communicate. As you get to know your clients and gain experience, every new aha and bit of clarity needs to be pulled through your brand documentation so it’s always accurate.
This branding course will help you protect what’s working, define the nuances that make your clients say “Hell Yeah!”, and apply your brilliance (and data) to strengthen the parts of your brand that could be clearer, more consistent, and better aligned.
Two Ways To Get Brand Clarity Blueprint
Prefer to learn on your own and just want the content and async support? Get only Brand Clarity Blueprint. Want the course plus community, live Q&A and coaching, networking, coworking, other business training, and more ways to get my support? Choose an annual Business Your Way membership.
Just Brand Clarity Blueprint, Please
A one-time investment gets you lifetime access to Brand Clarity Blueprint and asynchronous support through the lesson comments. $997
Business Your Way Membership
An annual BYW membership gets you Brand Clarity Blueprint, all Business Your Way member benefits, and additional live and community support. Renews at $597/year. $997
The Nitty-Gritty, Minus The Grit
Wondering what's what? Got questions? Just want the straight details? Well, here ya go! Here are the Brand Clarity Blueprint FAQs and a few questions you should ask before jumping in:
What platform is Brand Clarity Blueprint hosted on?
This branding course is delivered through the Business Your Way community (BYW) hosted on the Circle Platform. This is the only way to access it. Already part of a Circle Community? Sign up with the same email to easily toggle between communities. For privacy, you can hide your member profile from other members.
What’s the investment?
A one-time investment of $897 gets you lifetime access to ONLY Brand Clarity Blueprint with asynchronous support. An annual BYW membership gets you Brand Clarity Blueprint and all other courses and member benefits. Year one is $997 and renewals are $597.
Do I get immediate access to the entire course?
YES! All lessons are available as soon as you get access. Nothing is dripped out over weeks or months, so you can follow the recommended lesson order, skip around, move fast, or take your sweet time.
How do I access the course when I sign up?
When you purchase Brand Clarity Blueprint or join BYW for the first time, simply complete your member setup and onboarding, log in, and get started. Brand Clarity Blueprint will show up in the left-hand sidebar or the list of community spaces.
How long will this course take to complete?
The lesson videos total 6 hours, 28 minutes at 1X speed. How long it takes to complete each lesson exercise is different for everyone.
What formats are all the materials in?
All of the lessons for this branding course are provided in video, audio MP3, and PDF formats. Worksheets are available as PDFs and Google Docs/Sheets. The voice-of-client insights spreadsheet is a Google Sheet.
Do I have to complete the lessons in order?
No! You can skip around and choose your own adventure. But completing the lessons in order will make the work easier and faster because each lesson builds on the clarity gained and work done in the previous lesson.
Does it matter what stage of business I’m in?
Nope! Branding is always worth revisiting! Any time your business changes or you create a new offer, enter a new market, make pivot, refine who you’re selling to, etc. you should revisit your brand details. And, if your business has grown organically, you might not have defined these details yet, and now is a great time to do that!
What type of freelancers will this work for?
This course is specifically for service-based solo businesses (freelancers selling services). Whether you’re a coach, consultant, copywriter, designer, virtual assistant, personal trainer, marketer, ops specialist, automation expert, social media manager, bookkeeper, or any other expert service provider, it’s for you.
How much of this course uses AI?
First, not one part of this course was created with AI! I (me, Jen Bourn) wrote every lesson of this course on paper first! Second, AI prompts are provided to help with certain parts of the lesson exercises when it makes sense. They are not meant to replace your thinking, but to apply it to existing frameworks. You don’t have to use them.
What is a cohort? When is the next one?
A Brand Clarity Blueprint cohort is is group of people going through the course together. We tackle one lesson each week, there’s live Q&A and support every Wednesday, and members share their work, give each other feedback, and cheer each other on as we go! The next cohort kicks off in early 2027!
What if I have questions or need help?
You can get asynchronous support in the lesson comments (responses within 24 hours, unless I’m on vacation). BYW members can also get async support in the BYW discussion space, and live support during office hours or the live cohort Q&A/coaching sessions on Wednesdays at 12:00 noon Pacific time.
Can I bring my BCB work to Comms Club?
OMG, yes! If you’re a Comms Club member, you can bring any BCB exercise to our live Collabs and I’ll jump in and work on your brand with you!
Does this course teach visual brand design?
Not yet, but it’s coming! In 2027, you can look forward to a new unit on designing your visual brand: Color, typography, logo design, supporting elements, design systems, etc.
What if I join and realize this isn’t for me?
Due to the nature of digital offers, and the fact that you gain full, immediate access to everything in this course upon your initial purchase, no refunds will be given. All purchases are final. Please do your due diligence before purchasing this course or joining the Business Your Way Community.
Is there a payment plan available?
Yes! Payment Plans are available for those who need it. Payment plans are not subscriptions you can cancel at any time. Payment plans require contracts and you are legally required to fulfill the contract you sign and complete all payments. Reach out to request a payment plan.
How long do I retain access to the course?
Purchasing ONLY Brand Clarity Blueprint gives you lifetime access to the materials and asynchronous support. Joining the Business Your Way community through an annual membership gives you access to Brand Clarity Blueprint and ALL other courses and member benefits for the year, or as long as your membership stays active.
How much access to Jen do I actually get?
As much as you need via the avenues available. There is no limit on the number of questions you can ask. No question is too basic, too complicated, or too specific. I’m in the community every day with the sole purpose of being available to support you and get you unstuck and on your way.
My brand is awesome! Would I benefit?
Maybe! Every time I take a business owner through this work, regardless of their stage of business, they get more clear and more focused, and their messaging gets tighter. And these days, more and more established businesses with strong brands are revisiting this work to create the source material they need for training AI.
Two Ways To Get Brand Clarity Blueprint
Prefer to learn on your own and just want the content and async support? Get only Brand Clarity Blueprint. Want the course plus community, live Q&A and coaching, networking, coworking, other business training, and more ways to get my support? Choose an annual Business Your Way membership.
Just Brand Clarity Blueprint, Please
A one-time investment gets you lifetime access to Brand Clarity Blueprint and asynchronous support through the lesson comments. $997
Business Your Way Membership
An annual BYW membership gets you Brand Clarity Blueprint, all Business Your Way member benefits, and additional live and community support. Renews at $597/year. $997