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YOUR NAME
Daily Action Step Checklist
1
Day 3: Write your mission statement pg 6
2
Day 8: Create an inspiration board pg 11
3
Day 13: Set up color options for each logo variation pg 16
4
Day 18: Design custom patterns pg 21
E L L E A N D C O M PA N Y D E S I G N . C O M
DAY 1
Conduct a current brand evaluation
What kind of clients/customers have you been attracting? Are they your ideal clients/customers? If
not, what type of clients/customers do you want to attract?
What are your brand’s core values and beliefs? On a scale of 1-10, how well do you think these
beliefs are being communicated to your audience?
What problem does your business solve? On a scale of 1-10, how well do you think you’re
communicating this to your audience?
What promises do you make to your clients/customers? On a scale of 1-10, how well do you think
you’re communicating these promises to your audience?
Why do your current clients/customers choose your business over other businesses in your
industry?
E L L E A N D C O M PA N Y D E S I G N . C O M 3
Why do certain prospects choose other businesses in your industry over yours?
What do your clients/customers say when they recommend your brand to others? What do you
want them to say when your business is recommended to potential clients/customers?
On a scale of 1-10, how loyal are your current and past clients/customers?
How is your business different from your competitors? On a scale of 1-10, how well do you think
you’re highlighting these differences in your brand?
E L L E A N D C O M PA N Y D E S I G N . C O M 4
DAY 2
Brainstorm your future goals
1-YEAR GOALS
5-YEAR GOALS
E L L E A N D C O M PA N Y D E S I G N . C O M 5
DAY 3
Write your mission statement
MISSION STATEMENT
E L L E A N D C O M PA N Y D E S I G N . C O M 6
DAY 4
Create your ideal customer profile
Name
Age
Gender
Marital status
Occupation
Education level
Current season of life
Hobbies
Interests
Duties
Highest priorities
Goals
Values
Biggest fears
What aren’t they seeing that might be keeping them from their goals?
What does life look like when they reach their goals?
What challenges do they face? What are their top 3 pain points?
What does life look like for them if they don’t book your services?
E L L E A N D C O M PA N Y D E S I G N . C O M 7
DAY 5
Make a list of 5 brand keywords
MY 5 BRAND KEYWORDS
E L L E A N D C O M PA N Y D E S I G N . C O M 8
DAY 6
Develop your tone and terminology
E L L E A N D C O M PA N Y D E S I G N . C O M 9
DAY 7
Gather visual inspiration
Pin 25-30 images to a secret board that accurately represent your brand
Use the pin descriptions to explain why you chose each image
Weigh each image against your mission statement, ideal client, and keywords
E L L E A N D C O M PA N Y D E S I G N . C O M 10
DAY 8
Create an inspiration board
E L L E A N D C O M PA N Y D E S I G N . C O M 11
DAY 9
Refine your logo
Relevance Does this logo make sense for your business’s scope of work?
E L L E A N D C O M PA N Y D E S I G N . C O M 12
DAY 1 0
Design logo variations
E L L E A N D C O M PA N Y D E S I G N . C O M 13
DAY 1 1
Come up with a primary + secondary color palette
# # # #
C C C C
M M M M
Y Y Y Y
K K K K
# # # #
C C C C
M M M M
Y Y Y Y
K K K K
E L L E A N D C O M PA N Y D E S I G N . C O M 14
DAY 1 2
Outline your brand’s color system
PAIRING 1
PAIRING 2
PAIRING 3
PAIRING 4
E L L E A N D C O M PA N Y D E S I G N . C O M 15
DAY 1 3
Set color options for each logo variation
WHITE BACKGROUND
COLOR BACKGROUND
PHOTO BACKGROUND
E L L E A N D C O M PA N Y D E S I G N . C O M 16
DAY 1 4
Choose your brand fonts
HEADER FONT
ACCENT FONT
E L L E A N D C O M PA N Y D E S I G N . C O M 17
DAY 1 5
Determine the style of your graphics
E L L E A N D C O M PA N Y D E S I G N . C O M 18
DAY 1 6
Consider borders and backgrounds
E L L E A N D C O M PA N Y D E S I G N . C O M 19
DAY 1 7
Create one-of-a-kind icons
E L L E A N D C O M PA N Y D E S I G N . C O M 20
DAY 1 8
Design custom patterns
E L L E A N D C O M PA N Y D E S I G N . C O M 21
DAY 1 9
Determine your photography style
E L L E A N D C O M PA N Y D E S I G N . C O M 22
DAY 2 0
Put it all together in a brand style guide
Use the Adobe Illustrator template in the Elle & Company Library or
refer back to this workbook - it already outlines your new brand!
E L L E A N D C O M PA N Y D E S I G N . C O M 23