View my completed workbook here: https://drive.google.com/file/d/1Ilgpoy8onDifwkUMXk8464EmxrTYmeKP/view?usp=drive_link 

In Class 2, I translated my core brand essence of Assurance into clear, actionable brand values and a content plan that I can actually use. (To develop your core brand essence, see Part 1 of this class series!)

First, I worked through the Brand Values Questionnaire and identified the themes that show up again and again in my work: Empowerment, Transparency, and Ingenuity. I validated each one against criteria like “does this guide hard decisions?” and “will this still be true in 10 years?”, then wrote full values statements for each—defining what clients can always expect from me, how I’ll show up when there’s a challenge, and the kind of people who are most aligned with my work.

• Transparency means open, honest communication and not sugar-coating the truth.

• Empowerment means skill-building, knowledge-sharing, and helping clients level up as leaders.

• Ingenuity means thoughtful, creative, highly tailored strategy rather than cookie-cutter marketing.

From there, I built a Content Library Matrix that maps these values across four brand pillars: my services, my life as an entrepreneur, the marketing industry, and my community. For each cell, I drafted specific story ideas—like behind-the-scenes of creating a Skillshare class, lessons from past client projects, and spotlights on local creative businesses—so every piece of content I make will reinforce my values instead of feeling random.

All of this ties back to my core brand essence of Assurance: when people encounter my brand, I want them to feel calm, confident, and supported. Clear values and consistent, values-based content are how I deliver that feeling in practice. This project is my blueprint for showing up online in a way that’s not just strategic, but deeply reassuring to the people I serve.