Service — The Brand Book
The brand book vs doing it yourself
You can do a version of the Brand Book yourself, and the honest limitation is this: most owners can describe the brand and cannot write the rules that keep it consistent.
7 min read · Reviewed by both partners
This is not a pitch against doing it internally. Plenty of businesses should, especially early.
What the paid version produces: a written standard covering positioning, the buyer, the proof, the claim boundaries, and the voice, at $1,500.
Step by step
What you can genuinely do alone
Gather the numbers, list the candidates, and write the first draft. That is real work and it is most of the volume.
Where it usually breaks down
Most owners can describe the brand and cannot write the rules that keep it consistent
The objectivity problem
Owners cannot be objective about their own business. This is structural, not a criticism, and it does not improve with effort.
The time problem
It is not that owners cannot do it. It is that the phase competes with running the business and loses.
A reasonable middle path
Draft it yourself, then buy two hours of adversarial reading. Cheaper than the full engagement, and the draft makes those two hours far sharper than they would be cold.
Common mistakes
Doing it alone and calling it done
A conclusion nobody challenged is a preference with a document around it.
Buying help before trying
Attempting it first makes the paid version sharper, because you arrive knowing where you got stuck.
Frequently Asked Questions
The brand book vs doing it yourself?
This is not a pitch against doing it internally. Plenty of businesses should, especially early.
What should a business owner do with this before booking an Assessment?
It sits under The Brand Book in the Growth Scaling Method. The next step for an owner is the $1,500 Assessment, which reads your own numbers against everything described above.
What would this cost us?
Start at $4,500 for the diagnosis, standard, and route. Ongoing engagement is optional, quoted by the Plan, and floored at $5,000 monthly.
Who works on the account?
The two founders, directly. David Mitroff, Ph.D., handles strategy; Steven Lockhart handles systems and measurement. Nothing is passed to a junior team.
References
- www.usa.gov — primary source
- www.bls.gov — primary source
- www.nfib.com — primary source
Try it, then bring us the draft
The best engagements start with an owner who already attempted it.
Growth-Scaling is a marketing and business-scaling firm. It is not a licensed practitioner in any client vertical and does not provide medical, legal, financial, or contracting services; all industry content on this site is marketing and growth guidance for owners in those fields. Figures describing past engagements refer to specific businesses under specific conditions and are not a prediction of any future result. No outcome is promised.
Written by Steven Lockhart, reviewed by David Mitroff, Ph.D. Figures and regulatory details reflect the cited public sources; requirements vary by state and situation. Growth-Scaling is a marketing and business-scaling firm, not a licensed practitioner in any client vertical.