Brand strategy Blueprint
Your brand should propel you forward,
not hold you back.
Take your brand from overlooked to unforgettable.
As a service provider, you’ve built a successful business on your expertise and experience… but your branding hasn’t kept up with your growth.
So while you feel ready to step into the next big stage of growth in your business, something’s still keeping you from really hitting your stride. Any of these sound familiar?
Your messaging doesn’t reflect your depth of experience, so you’re stuck fielding inquiries from clients who don’t understand your value or can’t afford your rates instead of focusing on the ones who truly get it
Your logo, website, and brand presence feel dated and no longer fit who you’ve become or where you want to go
Speaking engagements, partnerships, and other authority-building opportunities are passing you by because your brand doesn’t reflect the expert and thought leader you are
You want to grow your team but your brand materials are all over the place (or worse — stuck in your head), making it hard to bring new team members up to speed quickly on your messaging and brand voice
You feel passionately about your core values and the impact you want to create, but aren’t sure how to blend them into your messaging — even though you know it would help you attract like-minded clients, partners, and team members
When your branding is costing you better clients, credibility, and opportunities — that’s when you know it’s time for a change.
If that’s you, then I have good news:
An elevated, authentic brand is closer than you think.
One that positions you as an authority so you can build your business and your legacy — without losing the voice and personality that make you you.
Because it’s not about creating something new or reinventing yourself.
It’s about taking what’s already there — your expertise, your values, your vision for the future — and creating a cohesive brand ecosystem where everything works together to show it off in the best possible light.
That means:
A consistent experience that clearly communicates your expertise and purpose, so the right clients have no doubts about choosing you over anyone else
Visuals and messaging that feel like you, where your voice, personality, and values shine through every pixel and syllable
A consistent, polished presence that makes you excited to share and promote your work — and that your audience instantly recognizes as you, no matter where they see or hear it
Rock-solid positioning that makes you a magnet for new stages and opportunities that until now have felt completely out of your league
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![Leah Dean headshot]()
“It was a slam dunk”
If you are looking for a partner that will take the time to understand the nuances of who you are and how you want your business to show up in the world, you could ask for no better partner than Kristen. I loved your style, your thoughtfulness, your gift for connecting all the details that matter. I have worked with several brand partners, you are by far the best.
Leah Dean
Author, speaker, and business coach -
![Dylan Holton headshot]()
“You are a life changer.”
I keep my Brand Blueprint in arm’s reach on my desk and refer to it daily. You’ve given me the words to finally express who I am, and I feel so much more confident and focused in making decisions about everything from pricing to which clients and projects to take on. I’m completely blown away by the process and cannot thank you enough!
Dylan Holton
Photographer and videographer -
![Paul Winnister headshot]()
“Helpful, transparent, and rewarding”
Kristen was very in tune with my way of thinking, which really helped to crystalise my thoughts and achieve the outcome I wanted. I now have much more clarity on my value proposition and target audience. I really enjoyed working together. This was totally worth it!
Paul Winnister
Leadership coach -
![Alicia Carvalho headshot]()
“I'm not doing another project without you”
I brought Kristen on to lead the discovery and brand messaging phase for a client's branding project. Her thorough discovery process was invaluable to the design process. All her findings were organized, clear and concise, including strategic takeaways that directly informed my design process and presented concepts. Moving forward I hope to collaborate with Kristen on all client branding projects!
Alicia Carvalho
Graphic designer
Think of brand-building like building a house.
Or more accurately, a home. One that you love living in each day, and are excited to invite guests into.
A lot needs to come together to build a home — and a brand — that meets your needs, reflects who you are, and will stand the test of time.
Pulling it all together takes a cohesive approach.
Think of brand-building like building a house.
Or more accurately, a home. One that you love living in each day, and are excited to invite guests into.
A lot needs to come together to build a home — and a brand — that meets your needs, reflects who you are, and will stand the test of time.
Pulling it all together takes a cohesive approach.
That’s where my Brand HOME Framework comes in:
By working through each of these stages, we can build out a holistic, customized plan for your brand.
Or in building terms — a blueprint.
Meet the Brand Strategy Blueprint
In-depth brand strategy development that positions you for your next stage of growth, impact, and success
Built for expert service providers ready to elevate their brand, my signature strategy process uncovers the heart of who you are as a brand and where you want to go — and then articulates the message and creative direction to get you there.
By the time we’re finished, you’ll have:
A clear, cohesive brand strategy that supports your business goals and equips you to make better decisions
Messaging and a brand voice that authentically highlight your expertise and speak to your clients’ needs, so you can easily explain the value of your work and build more meaningful connections
An elevated visual direction that looks incredible and — even more importantly — reinforces your core message to create a rich and engaging brand experience
The confidence and clarity to play bigger, pursue your next stage of growth, and step into new opportunities without hesitation.
A boutique approach that covers exactly what you need without extra fluff
Investing in brand development looks different for every service provider, so I’ve built this service with flexibility in mind.
A Looking for strategy support while executing on your own or with your team? No problem.
A Have specific deliverables like website copy or design that you want to add on? We can do that.
A Want me and my team to manage your entire rebrand? We’d love to!
My goal:
Deliver white-glove strategy and support where it’s most essential without forcing you to spend time, effort, and cash on stuff you don’t need.
The Essential Starting Point
Brand Blueprint
Over four weeks, I’ll chart a course for the future of your brand and develop the core strategic components that bring it to life through your words and design. This includes:
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In-depth discovery workshops
Two 1.5 hour strategy workshops over Zoom where we’ll dive into your goals and vision for your brand. These workshops help me to quickly and deeply understand who you are, where you want to take your business, and what’s most important to you. This is also where we address thorny questions you may be struggling with and uncover those nuggets of clarity and insight that will infuse your brand with nuance, meaning, and purpose.
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Audience research and competitor analysis
Research and analysis on your audience and competitors forms the backbone of your positioning strategy. I get to understand your market and the landscape you’re competing in and determine how best you can stand out from the crowd. The insights from this research inform every aspect of your message and creative direction.
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Vision, mission, values
Short, concise statements that capture the core of your brand: the impact you’re trying to create in the world, how that looks in your business, and the core values or philosophy that guide your approach, decision-making, and culture.
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Key differentiators and audience profile
A distillation of who you serve, what they care about and need from you, and how you set yourself apart in their eyes. These are essential internal guideposts that shape all of your external messaging and decision-making.
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Messaging, personality, and voice
The core components of what you do, how you do it, why it matters, and how your brand shows up in the world. This includes your elevator pitch, positioning statement, brand archetypes, and a summary of your brand’s personality and voice (i.e. how you relate to your audience).
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Creative direction and mood board
We connect all of the research, vision, positioning, and message with your brand’s visual look and feel by providing high-level creative direction and guidelines for designers (on my team or your own) to follow and interpret during the design process.
Your investment: $4500 USD
Flexible payment plans available
The Add-On Menu
Brand Development & Execution Services
These optional add-ons can be bundled together with your Brand Blueprint to create a larger rebrand, copywriting, design, or website package that reflects the brand strategy we’ve developed together. I work with a team of trusted brand designers and marketing experts to deliver additional services and expertise as needed.
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Brand identity design
Translate your strategy into a beautiful visual identity
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Website copy
Strategic, conversion-focused website copy that feels like you and grows your business
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Website design / mockups
Full website design and development — or PDF mockups for when you’d rather build it yourself
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Marketing & sales collateral
Conversion-focused brochures, presentation decks, pricing guides, and more
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Brand Voice Guide
Detailed guidelines explaining your personality and voice, with practical direction for staying consistent and on brand
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SEO Optimization
Strategic analysis and implementation that will help you get found online by your ideal customers
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Monthly / quarterly strategy calls
Regular consulting check-ins to keep your brand and marketing on track, plan for the future, and answer ongoing questions
Tailored strategy for maximum impact
Transform your unique expertise and vision into a cohesive, compelling brand experience that positions you for the success and recognition that you deserve.
Note that I only take on 1-2 branding projects at a time in order to give each project the focus and care it deserves. Reach out early to lock your spot on my calendar!
Thinking about your options?
The Brand Strategy Blueprint is right for you if…
You’re an expert service provider
This can range from copywriter to designer to therapist or coach. The common thread is that you use your knowledge and expertise in your field to serve and support your clients.
You’ve been in business for a few years
You have a clear and successful offer that you know is in demand, and you have a base of clients you know how to serve. It’s okay if you want to pivot and explore new things — we can do that! The point is that you have a base to start from. (If you’re just starting out, a Brand Retreat Day may be a better choice at this stage.)
Your values or sense of purpose are important to your business
You’re in this for more than the bottom line. You’re passionate about what you do and why it matters. You want your brand to reflect that — and attract people who care about the same things you do.
You’re ready to invest in high-quality strategy
You’re not interested in cheap solutions or quick fixes. You value a thoughtful, holistic approach to branding and want to partner with a seasoned expert who can deliver the premium results and experience you need.
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![Deanna VanWoudenberg photo]()
“I can't thank you enough.”
I get rave reviews about my website all the time. When anyone reaches out for the first time, I confidently send them to my site because everything they need to know about who I am and how I work is all there. It sends exactly the right message and has been lovely to have the website work so well for me in exactly the way that I hoped. I’m deeply grateful that you helped me create it. Thank you!
Deanna VanWoudenberg
Registered clinical counsellor -
![McKenna Sherrill headshot]()
“10/10. You’re amazing.”
The way you listened to all of my jumbled thoughts/questions/concerns and turn it into an organized blueprint that was so accurate to who I am and who I want to work with was incredible! Your entire process was very eye opening and really helped me gain that clarity I was seeking.
McKenna Sherrill
Brand designer and illustrator -
![Livia Zheng headshot]()
“You made the magic happen!”
Our updated brand message and design is like standing in front of a mirror — it’s so US! Our clients love it because it truly speaks to them and reflects what we do, and we love it because it reflects our future and where we want the business to go. Your professionalism and guidance were exactly what we needed. We couldn’t be happier!
Livia Zheng
Event designer and producer
Creating a truly resonant brand means refusing to settle for surface-level.
When you choose Cursor & Ink, you get…
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Nothing I do is surface-level. (Yes, I’m repeating myself. Yes, it’s important.) I take a comprehensive strategic view of your business that ties every branding decision back to your high-level objectives and vision. By getting to the heart of what drives you as a company, I uncover fresh insight and clarity that reaches beyond your brand to how you lead and make decisions everywhere.
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Your brand's words and visuals should never be created in isolation. Instead, I treat all aspects of your brand as a cohesive whole where each part supports the other. The result is a more consistent and comprehensive brand experience that's rich with meaning.
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I bring nearly 20 years' experience working with executives in government, not-for-profit, and the private sector to the table. You could hire a freelancer… or you could hire a strategic partner who can help you grow as a leader in your business, industry, and community.
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In a sea of sameness, I’ll help you stand out. I combine market and audience research with an in-depth process for understanding what makes you unique to develop a positioning strategy that sets you apart by playing to your strengths.
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Your brand needs room to grow, so I build with one foot in the present and one foot in the future. This allows your brand to evolve with you and take advantage of new opportunities without losing your core identity.
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Your experience with Cursor & Ink is as elevated as the brand we’ll create together. Everything is carefully designed to give you the personal attention, high-level expertise, and collaborative support you need as you prepare for the next stage of growth in your business.
Frequently Asked Questions
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The Brand Blueprint document takes 4-5 weeks to complete. If you need additional deliverables like brand identity design or website copy, add another 6-8 weeks after the Blueprint is done — though timing here really depends on the exact deliverables, so book a call to talk through the details of your project and I can give a more specific answer.
Do also keep in mind that my team and I are often booking several months in advance. If in doubt, it’s always better to reach out earlier and be prepared! If you really are in a rush, take a look at Brand Retreat Days instead.Description text goes here
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Yes, absolutely! Because every rebrand is different, I’ve structured these as a menu of add-ons that we can bundle together to create the package you need. Let me know in your inquiry what kind of deliverables you’re looking for and I can provide more details.
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Absolutely! I’m happy to collaborate with your designer to ensure the visuals are a seamless extension of the strategy we develop together. I can provide options for regular feedback, collaboration, or check-ins as part of the proposal process — just leave a note in your inquiry form and we can discuss.
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For sure — this happens all the time. I love becoming a partner in your brand and offer a variety of regular strategy check-ins, follow-up projects, or other forms of support once your Blueprint is done!
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Yes!! Being intentional about your brand strategy from the beginning is super smart, and I’d love to help. That being said, a Brand Retreat Day or Brand Strategy Session might be a better use of your resources during these exciting-but-overwhelming early days. Please reach out to me and share more about where you’re at and what you need, and I’ll give you some options to consider.
Turn your expertise into authority and
Build a brand that’s unignorable
It’s time for a cohesive, strategic brand experience that beautifully presents who you really are to the world — backed by a creative partner who understands what really makes you tick and will help you carve out a space for vision, growth, and clarity as you plan for the future.
But remember — each project takes focus and intention, so I only take 1-2 projects at a time and book several months in advance. Reach out early to lock your spot in my calendar!