For agencies & freelancers: Promote your services with ease, clarity, and confidence.

Published in 2018, but more relevant than ever: this book offers a deep dive into the essentials of branding for professionals who work directly with clients.

Most books on branding are focused on corporations, startups, or personal brands. This book covers practical information on growing a brand that’s focused on you (the owner), your team, and the relationships you form with your clients. It fills the void between personal branding and corporate branding, when neither of them really fits your needs.

The Human Centered Brand contains theory, examples, practical exercises, and stories to make learning easy and engaging. The bonus workbook turns it into a self-guided class that enables you to implement the information you’ve learned right away.

The Human Centered Brand framework is:

• Practical
• Effective
• Flexible
• Sustainable
• Authentic
• Relational
• Ethical
• Neurodivergent-friendly

What you'll learn:

• Why most conventional branding approaches don't work for agencies and freelancers offering custom services.
• How to identify your core values and use them in your business and marketing decisions.
• Various ways you can make your business unique amongst all the competition.
• How to express yourself verbally through your website, emails, articles, videos, conference talks, podcasts...
• What makes your “ideal clients” truly ideal, and how to make genuine connections with real people who appreciate your approach.
• How to craft an effective tagline.
• What are the most important elements of a visual brand identity, and how to use them to design your own brand.
• How to develop an exceptional client experience and impress your clients with your professionalism.
• How your brand relates to your business model, pricing, company culture, fashion style, and social impact.

Whether you’re a complete beginner or have plenty of experience with marketing and design, you’ll gain new insights about your own brand, and fresh ideas to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own.

If you keep attracting the wrong clients who treat you badly, haggle, call you on the weekends… this book will show you how to keep them away, and instead attract excellent clients that respect your expertise and send you highly qualified referrals.

If you work in a super saturated market and have no idea how to justify charging higher rates, this book will show you how to do that.

If you’ve been procrastinating on writing your about page, redesigning your website, creating content, or reaching out to new prospects because you don’t know what to say, this book and the bonus workbook will help you find the right words and finally start making progress.

If you’ve tried using AI to craft your copy and design but the results were disappointing, the strategic blueprint and the brand alignment checklist can help you pin-point exactly what is lacking and how to improve it so it sounds like an actual person wrote it.

If you’ve tried other branding methods but they didn’t work for you because they felt creepy, manipulative, or too prescriptive, give this book a try—it’s written with the rebels, creatives, and neurodivergent people in mind.

ChatGPT is not your brand strategist, but you can become one yourself.