Brand New Brand – Kaye Putnam

Brand New Brand is the powerful brand incubation program. It’s designed for ambitious entrepreneurs making less than $100K in annual revenue. I’ll guide you through the exact process I use with my $10K-30K+ 1-on-1 clients, from start to finish. (For a whole lot less!)

Will you be next to Join the BNB Family?

You’ll join an involved and intimate community of Brand New Brand students. Learn my proven process for building In Demand Brands with support every step of the way.

Do you know the *only* difference between you and such-and-such ‘big name entrepreneur’?

Certainty.

The most successful entrepreneurs have crystal clarity and confidence about their brand and it propels them forward.

And the best news…your own brand certainty is *already* within you.

You are enough, right now.

You just need the right process to draw it out…

Feeling disjointed, uncertain, or lost when it comes to your brand?

You have the power to shape your reality.

Decide NOW is your time to stand out and get noticed.

“Success” isn’t an elusive concept that others get to enjoy.

You are ready to share your genius with the people who need it most.

Brand New Brand is a powerful incubation program designed to bring your dream brand to life, step-by-step.

When you enroll, you become part of the BNB family. ( #foreverfamily)

I’ll walk you through the process of discovering your TRUE, clear, and aligned brand from start to finish.

Create a recognizable and consistent brand that you LOVE (and your clients LOVE, too!)

Show up authentically to the world

Reach more people, expand, and GROW

Find your voice and impactful messages

This is *your* time to feel CLEAR and PROUD of your brand.

How can *all of this* be possible for you?

Here’s what I know: you are enough RIGHT NOW.

You have the genius and ambition to be as successful as you want to be. And I’ll be there to remind you of that whenever you forget.

You don’t have to sound like a cheesy Internet marketer to sell online. You also don’t need to change yourself to be more like X, Y, or Z entrepreneur. You find your success when you uncover what’s already inside of you. Through my In Demand Brand process, I’ll help you find that inner (brand) truth.

This isn’t like other brand programs.

Most programs start with a few key words, maybe a spirit animal and move straight into the “sexy” part of branding: logos, colors and fonts. My method turns this model inside out and upside down.

Beyond the incredible program experience (which I’ll detail in a bit), my approach is completely different than 99% of the brand advice out there.

We start with the innate truths that drive you and your brand, and build out from that essential CORE. I’m the psychology-driven brand strategist for a reason. We focus on the TRUTH of your brand first, and then figure out how to best express it through all of your brand choices. We get to the visuals, of course – but it’s towards end of the course, after the crucial groundwork has been completed.

If you’ve rebranded over and over, and nothing seems to stick…

Or if you can’t settle on a visual identity because you want *all the things*…

Or can’t find the words to clearly describe what you do…

It’s because the CORE of your brand isn’t settled yet. Those are symptoms of the larger problem. You don’t need a better design (YET – that will come), you need a crystal clear brand strategy.

I’m also not *just* your teacher. I’m your living, breathing example of how building an In Demand Brand works. I use this exact process in my own business AND with all of my 1-on-1 client brands. You get a proven method that WORKS, in the REAL world. (Right NOW, not 5 years ago!)

This is so much more than design. You’re investing in powerful leverage for your business, with expert guidance at every step.

“My brand now has market clarity. My right people understand what Creative Freedom means and what it stands for in the world. They can quickly decide if my work is a good fit for them. It saves me time from dealing with tire-kickers and other folks who aren’t serious about investing in the kind of results I provide.

Brand New Brand was a big help in bringing that clarity to my market. You could tell Kaye really cared about the results her students were getting. She does a phenomenal job of moving you from vague concepts and a hodgepodge of images to something that really speaks to who you are and what your business is all about.

My reward was a cohesive, compelling brand that I’m proud to share with the world.”

Lisa Robbin Young: Author, Musician, Creative Coach

When I first started out online… I was awkward.

I was obsessed with “modeling” what successful people were doing. I thought that if I followed the “proven” path, I’d see similar success. I *quickly* grew frustrated when none of the tactics worked for me.

One entrepreneur was warm, bubbly, and feminine. So I opened my website copy with a sparkly, “Hey Bombshell!” greeting.

Another entrepreneur challenged people to work hard and hustle. So, I started a weekly video series titled “Monday Morning Kick in the Pants.” #OUCH

Yet another entrepreneur shared her glamorous NYC and jet set life, so I renamed my signature service to focus on finding your “It Factor.”

#CRINGE

I tried creating “epic content.” My website had all the “right” elements on it. I took courses from the gurus I admired. I even ran a Facebook ad campaign or two. But nothing worked as promised. I knew something was missing.

My first 6 months of business looked like this: trying to be everything to everyone and failing miserably. I was charging $97 for a page of copywriting, and couldn’t get anyone to buy. I was working my tail off, but things just weren’t aligning for me.

I had the tactical skills. I could put together a website, set up an email list, and post on social. I studied copywriting formulas and spent hours curating design inspiration.

The few clients I did have were amazing – they wrote rave reviews of my work and were a joy to work with. I *adore* those first few clients for taking a chance on me.

I was doing *all the things* EXCEPT… making any money. And honestly, the part that was most frustrating was that I KNEW I could help so many more entrepreneurs, but people just weren’t resonating with my messages.

#GRRR

Then one day, following the endless “rabbit hole” of internet links, I stumbled on a circa-1998 style website that listed the 12 archetypes. It felt like coming home… on the most basic, no design, text-heavy website I’ve ever visited. It was the most significant epiphany I’ve had in my career.

Suddenly, it all made sense. I could easily identify the primary archetype of EVERY successful entrepreneur I was modeling. Lover. Hero. Royal. I realized that each of them was embodying only one or two of the types, and never more than that. It was their clarity of message and certainty that attracted me (and hundreds of thousands of others) to their brands.

Even if you do all the right things…

And research every tactic…

And emulate what the “successful” people do…

It’s not until you get clear and certain about what YOU stand for, that your ideal clients are drawn to you. (Like bees to a flower! Or me to Reece’s Peanut Butter Cups )

What is Brand New Brand?

It’s an incubation program for brands to define, elevate, and thrive. Over a period of 7 weeks, you’ll discover your best brand and bring it to life.

Hold the phone — let that process for a moment — in less than 2 months, you’ll be living and LOVING your own BRAND NEW BRAND. (Look out world!)

You’ll get instant access to on-demand digital lessons, and an invitation to the private community where you’ll get on-demand support whenever you need it. This is NOT another course to collect dust on your digital bookshelf. This is an interactive and transformational experience designed to get you moving and get you RESULTS.

What makes this program special?

Road-tested and market-validated:I developed the In Demand Brand method from working with more than 500 brands in different capacities. This has included helping launch a 7-figure agency, bringing a national nonprofit’s signature program online, working in traditional media, and now guiding hundreds of entrepreneurs like you toward brand clarity.
Psychology FIRST: When you hear the word ‘brand’, your eyes probably gloss over and visions of logos and color palettes dance through your brain. While that’s part of it (and part of the plan), it is sooo far from the total picture. This is NOT a design course. This is a step-by-step brand strategy plan that will bring clarity to your message, purpose, and personality. We start with psychology FIRST and build the tangible elements of your brand from the foundation of those invisible demand triggers.
I didn’t throw this together in a weekend: Beyond my 15 years of business and the 500+ brands I’ve worked with over the years, I’ve spent well over 100 hours planning, creating, and designing the content. This isn’t a sloppy stab at “passive income.” This is my life’s best work.

Here’s What You’ll Learn

Learn how to claim your genius, stand out in the market, package your services, and communicate your brand.

When you complete the incubation program, you’ll:

Take your brand from an idea to a fully-formed strategy
Create a Brand Book to inform all future decisions, content, and marketing
Feel confident putting your brand out there
Bring FOCUS to your business

Not sure where to start? Or what step to take next?

I lay it out for you, step-by-step.

Create your dream business now.

Access my method and step-by-step guidance to build your psychology-driven brand that attracts the best clients to you.

Curriculum

Part 1 / Brand Character & Credibility

Personality: Leverage your brand archetype to stand out from the competition and to create a brand that’s true to you.
Point of View: A distinctive brand requires a distinctive point of view. We’ll define yours so you can pinpoint your most impactful message and movement.
Brand Enemies: I’ll teach you my method to decide what is on your “Not To Do” list so that your brand doesn’t go off-track.
Credibility: Gather your proof points that’ll have your clients opening up their wallets without hesitation.

Part 2 / Brand Commitment & Context

Brand Fundamentals: Define exactly what you are selling with certainty.
Tactical Goals: Determine how you’ll recoup your investment (time and money) in your brand.
Ideal Clients: This isn’t your grandma’s customer avatar exercise. We’ll get deep inside the minds of your perfect clients/customers.
Different, Not Better: Survey the market to figure out exactly where your brand fits in and stands out.

Part 3 / Voice

Tone & Voice: Learn to craft and communicate your distinctive brand voice using words that compel your ideal clients to buy.
Tagline & Bios: Once we understand how to communicate as your brand, we’ll create “client-facing” blurbs – like your tagline and bio.

Part 4 / Voice

Naming: We’ll create memorable and need-to-have-it names for your business, products, and more.
Stories & Content: Your brand’s stories help sell your brand, your message, and your point of view. We’ll work on creating your unique stories that you’ll tell over and over.

Part 5 / Visuals

Moodboard: Create a moodboard for your Brand Book that captures the visual theme and feeling of your brand
Typography: Choose a pairing of fonts to communicate your brand personality.
Colors: We’ll cover several techniques to (finally!) decide on your signature color scheme using psychology and meaning.

Part 6 / Visuals

Logo: Your logo is a first impression and a mark of consistency. I’ll teach you easy ways to do it yourself, or guidelines for hiring out the work.
Patterns & Shape: To build more texture and visual meaning into your brand, patterns and shapes provide meaning and context.
Images: We’ll talk about personal brand portraits and choosing stock images to represent your brand.

Part 7 / Live Your Brand

Presence: Define exactly how you’ll look and sound on each of your brand platforms.
Branded Website: I’ll give you my best tips for translating your brand on your website so you’ll be ready to transition from strategy to implementation seamlessly.
Visibility: Create your unique brand visibility plan for content creation and social media marketing.
Action Plan: We’ll outline your exact next steps so you aren’t left guessing at what to do next.