THE MENU
What we build together, and where it starts
A brand foundation first, then the strategy and the systems that build on it. A brand strategy consultant in Maine for outdoor brands, independent retailers, and mission-driven organizations, working from a studio in Portland.
How the work unfolds
Most brand work ends at a guidelines document. The Brand Blueprint is built to be used, on the budget and the staff you actually have: the content system that comes after it is scoped from the same decisions, so what you publish in month nine still sounds like what you approved in month two.
Foundation
Who you are
Who you are, who you're for, how you sound, and how you look. The document everything else builds from.
Strategy
The decisions before the content
Social strategy and an accurate AI presence, built on the foundation.
Execution
The system that ships
Templates, calendars, and launches your team can run without me.
✳︎BEFORE YOU COMMIT
What to expect in the first thirty days
Strategy work is hard to picture before you sign for it, so here is the week-by-week shape of a Brand Blueprint engagement, including the parts that land on you.
Brand Blueprint
Your brand foundation, fully documented. A working document, roughly 40 pages, that answers four questions with real specificity: who you are, who you're for, how you sound, and how you look, including the deep-dive reports behind the guidelines. Required first, the starting point. Built for a small business or nonprofit with one or two people on marketing, and scoped and billed upfront rather than on a retainer.
- ✳︎Brand purpose, promise, and values
- ✳︎Positioning statement
- ✳︎Up to 5 audience profiles
- ✳︎Brand personality and archetype
- ✳︎Voice and tone, with do/don't examples
- ✳︎4 to 5 messaging pillars
- ✳︎Proof points and credibility stack
- ✳︎Guardrails: what we don't say, and why
- ✳︎Voice samples library, 10 to 15 examples
- ✳︎Always-use / never-use word glossary
- ✳︎Guidance for setting up your own AI tools with accurate brand material
- ✳︎Resourcing and volume roadmap: what you can realistically publish at the staffing and budget you actually have, and what to drop first when it tightens
- ✳︎Visual brand guide: I document the visual system you already own, colour values, tint ladders, type specs, logo usage, and spacing, so it stays consistent. If a piece is missing I request it, or introduce you to a designer who builds it
Timeline: 6 to 8 weeks, including two leadership interviews and two rounds of revisions.
STRATEGIC MODULES
After the foundation
Communications Strategy
Which channels carry your message, what each one is for, and how much your team can realistically keep up. Social media is one part, planned alongside email, earned media, paid media, your website, and events or partners.
- ✳︎Audit of the channels you use now, and what each one produces
- ✳︎A channel plan for three channels, usually email and two social platforms: the role, audience, and cadence for each
- ✳︎4 to 6 content pillars that carry across every channel
- ✳︎Measurement at 30, 90, and 180 days
- ✳︎More channels added one at a time, including earned and paid media, each with a brief ready for the specialist you hire
Timeline: 2 to 3 weeks.
AI Presence & Website Copy
Produces the page copy your site is missing and the structured signals that make AI tools describe your brand accurately.
- ✳︎Audit of current AI brand description
- ✳︎Gap analysis: missing, vague, or inaccurate
- ✳︎Page copy and structure for up to five pages, including About, How We Work, and FAQ
- ✳︎Schema guidance and an AI Signals page
- ✳︎Pages beyond the first five are tiered from there
Timeline: 3 to 4 weeks.
EXECUTION MODULES
The system that ships
Content Engine Setup
After Communications Strategy. Templates, a 90-day calendar, and a handoff built to stick.
- ✳︎Your existing brand assets set up as a working brand kit, with 15 to 20 reusable templates built on it
- ✳︎Keyword and topic research
- ✳︎90 days of pre-planned content and a populated editorial calendar
- ✳︎A documented publishing workflow, a training session, and 30 days of handoff support
Timeline: 4 to 6 weeks.
Program or Campaign Launch System
After a strategic module. A vague directive becomes a fully realized program, ready to run.
- ✳︎Audience and messaging strategy for the launch
- ✳︎Registration, intake, and communications infrastructure
- ✳︎Partner and sponsorship outreach strategy
- ✳︎Guidance and oversight throughout the planned launch across email, social, and earned media
Timeline: 6 to 12 weeks, scoped individually.
ONGOING
For returning clients
90-Day Content Refresh
After Content Engine Setup. Once your first 90-day calendar runs out, this applies your documented brand and built templates to the next 90 days.
- ✳︎90 days of pre-planned content across all active platforms
- ✳︎Updated content brief templates if priorities have shifted
- ✳︎Editorial calendar populated in your existing tool
- ✳︎One review and revision pass
Timeline: 2 to 3 weeks.
Already have a fully developed brand, voice, and audience foundation? Let's talk about whether you can jump straight to a module.
WHAT'S NOT INCLUDED
- ✳︎Ongoing content or community management
- ✳︎Video production or photography
- ✳︎PR, paid media, and technical SEO
- ✳︎Logo and visual identity design
- ✳︎Website design and build
- ✳︎Ongoing email send management
✳︎Need help with any of these? I'm happy to make introductions.
Let's talk about your brand.
Tell me where things stand.