Exercise 1

Outline 16 Words To Describe Your Brand

These words can be:

  • Values that guide you
  • Inspiration that fuels you
  • Intentions you keep at the centre of everything you do
  • Abstract or literal

Exercise 2

Outline Four Core Personal Values

Outline and explore your four core personal values. These are the values that shape your life, how you navigate the world, and the decisions you make in your personal life and your business too.

For example, mine are:

All in

  • Give 100% to everything I do
  • Be present
  • Choose endeavours, tasks, and areas of focus that I am capable and willing to give 100% too


  • To take risks and exist outside of my comfort zone
  • To share and create from a place of authenticity
  • To have opinions and to use and share them responsibly


  • To reflect
  • To explore
  • To grow
  • To breathe
  • To create
  • To evolve
  • To have impact


  • For what I have so I can pursue new goals without being over attached to the outcome
  • So I can be at peace and content even when I’m striving for more

Exercise 3

Outline Four Core Brand Values

These are the values that shape your business decisions, the services you offer, the products you create, the relationships you cultivate, and the way you position yourself within your industry. These will naturally be shaped by your personal core values too.

Just like with the personal values, break each value down into the specifics that go into them too. 

Exercise 4

Outline Four Core Personal Goals

These are the core personal goals that are guiding and shaping your life right now. They can be related to personal development, wellbeing, etc.

Exercise 5

Four Core Brand Goals

These are the four core brand/business goals that are guiding your work and your output right now. This is what you're hoping to achieve/focus on in the coming months.

Exercise 6

Outline The Purpose Guiding The Content You Share

This is what you're trying to achieve and do with your content - it's your why. Why is creating content something you want to put your energy into?

For example, mine are:

  1. To make space: for growth, new ideas, clarity, and reflection
  2. To explore: new ideas, my methodology, lessons I'm learning along the way
  3. To share: methodology, ideas, story, and insights
  4. To connect: so I can build trust, relationships, and start conversations

Exercise 7

Outline The Strategic Purpose Guiding The Content You Share

This is where your content aligns with your current brand goals. This is the strategy behind your content - how it will help you work towards your goals.

For example, mine are:

  • To establish thought leadership and ideas
  • To build trust
  • To attract and repel
  • To market my services

Exercise 8

Outline Who Your Content Is For

This is where you hone in on who exactly your content is for. 

  • What are there interests?
  • Who are they?
  • What are there needs?
  • What excites them?
  • What are they looking for?
  • What is their dream life?

Exercise 9

Outline How You Want Your Content To Make People Feel

This is how you create effective content; intentionally deciding how you want your content to make people feel.

Do you want them to feel guided? Inspired? Encouraged? Challenged? Connected? Pinpoint how you'd like them to experience the content you share. Outline 3-5 specifics for how you want your content to make them feel. 

For example, mine are:

  • Clarified
  • Connected
  • Guided
  • Encouraged

Exercise 10

Your Eco System


Explore your eco-system again but this time think of it in response to what you've discovered through these tasks and how your eco-system can best serve your intentions, goals, and values when it comes to your content.