Ruthie Sterrett (00:01.076)
Welcome back to the delegation download, your audio guide to how to successfully outsource social media and delegate so that it doesn't feel more like a chore, but actually gives you some time back. In this episode, we are talking about the third step in the 5C framework, which is the framework the corner office, our agency uses when onboarding all of our clients and creating content for all of our clients. And the third C in the 5C framework is clarity.
And I'm actually talking about brand clarity. Now, we are not brand designers. And that's on purpose. We don't create your mission from scratch. We don't create your values from scratch. We don't create logos. We don't create your brand's name. We want to take what you have already built and get all of those details that are living inside your brain out on paper and make sure it is clearly documented.
translated into language that anyone can understand, and that includes your team, contractors, your own audience. And then we can create content that feels consistent and authentic and aligned to the vision that you have built for your brand. I recently talked to a potential client who had grown her team and what she was struggling with, what she felt like, none of them really understood her brand's ethos or history of the brand.
And of course they didn't because they weren't there when she built it. And she hadn't documented those points of her brand story that really influenced who the brand had become at that point in time. Think about it as a child growing up. If you have a grandparent for your kids who maybe lives far away and only sees that child very sporadically, very so often, it's been a really long time since they've seen the kid.
They don't know all the ins and outs and the things that you have gone through as the parent in raising that child. So they don't know the personality quirks and the strengths and the opportunities and all the things that make that child who they are today. And your brand is the same way. So just like building a scrapbook for your kids or a baby book, building out a brand book and a brand guide is really important.
Ruthie Sterrett (02:26.026)
And often I find that brands or founders come to us and they say, well, sure, I have a brand guide and they have a logo. They maybe have colors, but it's often only the colors in their logo, not any other colors of what should be used or shouldn't be used. Sometimes they have fonts, but there's so much more than that. There's the mission, there's the vision, there's the values, there's the
brand story, the history, the origin story. There's the nuance of who is the ideal client and what is her story and her pain points and the problems that the brand solves. What are the unique selling propositions of the offers? What is the unique value proposition of the brand? You probably know all of that in your brain, but maybe you don't have the language to share it.
with somebody who hasn't been there from the beginning. And that's what we help do. We pull that information out and we align in building the Cornerstone content kit so that we have a really robust brand guide that can be handed off to, quite honestly, anybody. New team members, external partners like other agencies such as web designers or copywriters or ads managers and
Ruthie Sterrett (03:59.254)
And that document makes sure that everybody is aligned. And when everybody who is representing the brand is in alignment, we're much more likely to show up consistently and build trust with our audience. So the Cornerstone Content Kit, a very, important piece of it is the brand guide. And like I said, that brand guide is so much more than just colors.
I actually have a list of all the deliverables and things that we include in the Cornerstone content kit in the show notes. So you can take a look at that if you're interested in how deep we dive and what are all the things that we cover. Because once we cover all of those things, we're able to then dig into content, which is what we're going to talk about in the next episode of the Dell Vacation Downloads. So check out that.
tool in the show notes if you're interested in everything that we cover in the cornerstone content kit and listen to the next episode to hear more about content and how we start digging into supporting with content and social media strategy.
