How to explain what you do and who you are, when what you do/are is many things
So, you have a business– or maybe just an idea for a business. And, naturally, you want your business to be a reflection of yourself: multifaceted, flexible, ever-evolving.
Although you are a beautifully complex individual, this doesn’t always translate well into a brand.
Complexity can feel confusing to potential customers. Over-simplification, on the other hand, can mean that you end up niche-ing yourself into a corner.
How do you explain to potential customers why you are offering nutritional coaching at the same time as voice-over work? How do you reconcile your new web design business with your pre-existing photography business? How do you stand out and become instantly recognizable and loved by your right audience?
The answer is branding.
(No, not branding as in the yucky, buzz-wordy, limiting, cattle-evoking idea that may have just popped into your head.)
Branding as in the effective communication of your business’ essence or Why, through elements such as a name, tagline, and design.
Branding doesn’t have to be icky. It doesn’t have to be limiting or obnoxious. At its core, branding is about communication. You might be tempted to leave branding by the wayside. But if you’re putting your business out into the world, you’re communicating, whether you like it or not. You may as well be intentional about it.
This Course is for You if:
- You aren’t sure whether you should pull all of your interests together under one brand/website, create multiple narrow businesses, or keep some of your interests as hobbies on the side.
- You are having trouble coming up with a good name and tagline for your business.
- You can’t figure out your overarching theme or big Why. Or you’re having trouble communicating your theme in a way that doesn’t sound cheesy or vague.
- You struggle with combining several topics in one brand and presenting them in a way that is appealing and useful to your customers.
- You worry about assuring your clients that you can deliver their work, since there are other, unrelated projects that you’re working on.
- You are totally stumped when it comes to visual design.
- You don’t want to hit people over the head with your branding. You want to stand out in an authentic way.
- You have rejected branding up until this point for fear that it will limit you.
A Different Kind of Branding, for a Different Kind of Person
Nothing against the specialists, but if you’re a specialist, this branding course is not for you.
There are plenty of branding firms out there that will narrow your message down. This course is designed for multipotentialites who have no interest in suppressing their many passions, and want the tools to communicate their eclectic selves clearly and effectively.
Who Are We?
Emilie Wapnick is the Founder and Creative Director at Puttylike, where she helps multipotentialites integrate ALL of their interests into their lives. Unable to settle on one path herself, Emilie studied music, art, communications, film production and law, graduating from the Law Faculty at McGill University. She is the author of Renaissance Business, and has been featured in The Financial Times, Lifehacker, and The Huffington Post.
Michelle Nickolaisen is a freelance writer and business owner at Bombchelle Industries. She writes about online business and marketing for agencies and companies, while showing freelancers how to be more productive and organized. Her project list for 2015 includes a serially published novel, at least one nonfiction book (to join Rock the System, her 2013 book), printed planners for freelancers, and more. She’s written for or been featured in Entrepreneur, FastCompany, and Sitepoint, among others.
What’s Included in the Course:
1. Four 60 Minute Video Lessons
Throughout the four classes, you’ll learn:
- Whether you should combine your interests in one business or keep them separate, and how to proceed based on that choice.
- How to implement non-yucky branding that is an authentic expression of your plural nature.
- How to communicate your Why or overarching theme clearly so your right audience instantly feels like they’re “home” when they find you.
- How to tell your story and tie your various threads together.
- How to express the essence of your business through visual design.
- How to find or create imagery that fits your Why.
- How to juggle multiple businesses.
- How to build trust and authority when you have multiple, unrelated offerings.
2. Support, Feedback, and Accountability
- Access to a private Facebook group, for asking questions and receiving support from your fellow multipotentialite classmates (and us!) The Facebook group is also a wonderful resource for help and ideas on incorporating new branding techniques into your business
3. Complete Recordings and Transcripts of Each Class
- All classes are available to stream from the class website. You are free to watch and re-watch them as many times as you like
- Both video and audio format will be provided, in case you’re one of those multipods who enjoys listening in your car or on the way to the grocery store
- Written transcripts of the classes are also provided
4. Step-by-Step Workbooks for Each Class
- Corresponding workbooks are provided, summarizing key points from the lessons
- The workbooks guide you step-by-step, as you apply the ideas to your own situation, squashing any overwhelm that creeps up
5. Bonus Class on Audience, Naming, and Taglines
- We couldn’t quite fit everything we wanted to say into the four classes, so we recorded a bonus class where we share techniques to help you find your audience, name your business, and come up with a concise tagline or mission statement
- A written transcript of the bonus call and resources guide are included
The course includes interviews with the following guest experts:
Abe Cajudo is a flux artist, progressive storyteller and freelance creative consultant from the Bay Area, California. He helps businesses build deeper connections with their customers by telling better stories—no matter the medium. Abe is the author of one book, director and editor of dozens of videos, and the designer of numerous graphic, web, and crowdfunding campaigns. Basically he likes making stuff.
Margaux Yiu is a multiple media design factotum at a multipod-friendly company, where she has been able to learn gobs about entrepreneurism, unique abilities, and coaching. Margaux studied photography concurrently with human biology and zoology, and then interactive multimedia design when she realised there was no money in coaching rowing. Margaux’s overarching themes are Ingenuity, Differentiation, Exploration, Agility, and Shibumi.
Shenee Howard is the brand chemist over at heyshenee.com. She helps aspiring entrepreneurs go from thinking about having a business to actually making money doing what they love.
Multi-Passionate Branding | $67
- Four 60 minute live classes
- Bonus class on naming your business, finding your audience, and coming up with a concise tagline or mission statement
- Audio and video recordings of each class
- Written transcripts of each class
- Step-by-step workbooks for each class
- Access to a private Facebook group, for asking questions and receiving support from your fellow multipotentialite classmates (and us!)
We are committed to your satisfaction with this class — and we want to make sure it’s a fit for you. If for any reason you’re not entirely satisfied with Multi-Passionate Branding, let us know within 60 days, and you are welcome to a 100% money back guarantee. Your refund will be issued within one week to your credit card.
I’m a super beginner, will this course be helpful for me?
Yes! We start at the very beginning and assume you know nothing about branding. You’ll absolutely be able to follow along. Also, you’re always welcome to save the videos and watch them again when they are more relevant to where you’re at in your business. But we think you’ll find it helpful, even at the early stages.
What’s the difference between this course and Renaissance Business?
Renaissance Business is about coming up with a business idea that incorporates your multiple passions. Multi-Passionate Branding is about expressing that idea to your audience in a way that is memorable and authentic. Emilie touches on some branding issues in Renaissance Business, but we go a lot deeper in this class.
Branding sounds yucky to me. Will I like this course?
Honestly, we used to shudder at the word branding, too. There’s nothing we hate more than over-the-top, tasteless branding, or branding for branding’s sake. We are all about finding that balance between clear expression and subtleness. We also believe that branding is not about building hype, it’s about communication. You have great ideas and a unique skillset, why not help potential customers see that?
I don’t want to create a business that’s too inflexible, because what if I want to change directions later?
This class is designed specifically with multipotentialites in mind. We won’t say that you will never need to re-brand (sometimes a good re-brand is necessary and good for the spirit), but there is a way to brand yourself so that it’s broad enough to allow you to change direction and bring new passions into your business.
What Others Are Saying…
I’m getting huge things out of this course! After twelve years, I finally have a statement and three back-up phrases to explain what I do. It really helps that Emilie and Michelle don’t force us to “niche” ourselves. This class is helpful whether you’re a freelancer, run a business, or are more traditionally employed. – Louise Ebrey
Thank you so much for all the great content and energy. I have gotten such insight from this course! -Sherab Zangmo
The class on design was definitely helpful. I am a very detail-oriented person, so I greatly appreciated Margaux’s slides and her examples of ways to start building a brand. She took things from concept to concrete ideas, which is essential for me. -Callie Stoker
“You know a class is really resonating when you pause at 18mins, go off on a massive tangent involving pinterest (LOTS of pinterest), brand quizzes, doodles and manic brainstorming, and then return to the page 8 hours later completely forgetting you’d left it paused. Oh man, all I dreamt about last night was beautiful colours and pretty patterns!”
See you in class!
– Emilie & Michelle