DEFINING YOUR WHY

A C O M P RE HENS IVE C O U RS E fo r
D E S I G N I N G A B U S INES S AND LIF E YO U LOVE

M E E T A N D R A & K E L LY

Andra Barkey and Kelly Zugay

It is so wonderful to meet you! We are Andra and Kelly, Co-Founders of With Grace and Gold.
With Grace and Gold was founded in June 2014, when we discovered a need for purposeful and
authentic branding within the small business community.
Andra has a strong background in Graphic Design and Entrepreneurship. Following the
completion of her Bachelor of Arts in Graphic Design, she created a successful stationery business
from the ground up. She has been honored as one of the top designers in her home state of
Wisconsin. Her real-world understanding of business ownership is an amazing help to each Client
we serve.
Kelly has a Bachelor of Science in Business and a Master of Arts in Teaching. Her expertise in
Business Consulting, University-Level Instruction, and Web Design has helped small businesses to
simplify processes, develop a professional reputation within their industry, and succeed through
purposeful design.
Together, we are a dynamic duo, dedicated to lifting up and serving women in business. Since
2014, we have served over 20 businesses through purposeful branding, design, and consulting.

WITH GRACE AND GOLD

TA B L E O F C O N T E N T S
P R E FAC E
I NTR OD UC TION
PA RT 1
C HAP TER I: DEF IN IN G YOUR W HY
Understanding Your Motivation
Starting With Why
Composing Your Mission and Vision
C HAP TER 2: F IN DI NG YOUR NIC H E
Who You Serve and How You Serve
Identifying Your Niche
Identifying Your Signature Move
C HAP TER 3: IDENTIF YI NG YOUR I DEA L C L IEN T
What is an Ideal Client?
Why Identify Your Ideal Client?
Identifying Your Ideal Client
PA RT I I
C HAP TER 4: APP LIC AT ION
Applying Your Why
Using Your Signature Move
Speaking to Your Ideal Client
Application Challenge
C HAP TER 5: REF LECTION
Part I: The Foundation
Part II: The Application
Continued Growth

WITH GRACE AND GOLD

P R E FAC E
Behind every successful business, there is an untold story. There is a story of success, a story of
failure - a story of, How did I get from where I was to where I wanted to be?
The truth is, small business ownership is a unique journey for every small business owner. In a way,
your business is a part of you: it is a reflection of your unique gifts and talents, it is rooted in your
unique values, and it is a product of your love and your dedication.
At With Grace and Gold, we have had an opportunity to serve women in business, at every stage
of business ownership. Along the way, we have discovered a common thread:

A M A J OR IT Y OF SMA LL BUS INES S ES WE HAVE S ERVED:

str ug gle to find direction in their business

str ug gle to book their ideal client
str ug gle to feel connected to their business

A majority of businesses we have served struggle to find direction in their business, struggle book
their Ideal Client, and struggle to feel connected to their business. You may be surprised to learn
that answering the question, How do I get from where I am to where I want to be? can begin by
simply asking yourself, Why?
We composed Defining Your Why to help you to:
1. Discover the purpose behind your business and design your business in a meaningful way.
2. Discover your Signature Move and use your uniqueness in a powerful way.
3. Identify your Ideal Client and learn how to create a meaningful and lasting connection.
4. Begin the process of building a well-designed and growth-oriented business.
Defining Your Why is designed for any small business owner at any stage of business ownership.
Through a strengthened understanding of your business, you can begin again with a renewed
sense of purpose. You can prepare yourself for a season of growth and success.
We believe in the power of a well-designed business, and we are so excited you have invested in
Defining Your Why.

WITH GRACE AND GOLD

I N T RO D U C T I O N
You know that feeling you have when you think about business ownership? That Can I really do
this? feeling? Its a feeling that can hold us down - or a feeling that can propel us toward a
journey we believe in. It says, Will my passion remain a passion, or will it serve as fuel for a business and
brand I believe in?
Building a business is not for the faint of heart. (We had never consumed so much coffee before!) However,
with a strong foundation, preparation, and clear direction, you can have a business - and a lifestyle
- you love.
How do we know? We know, because we established our business less than one year ago. In a 6month period, we had grown our business beyond what we had imagined; we had surpassed every
goal we had established. What began as a dream in a local coffee shop quickly became a full-time
career for Team With Grace and Gold.

In a 6-month period, we had grown our business beyond what we had imagined;
we had surpassed every goal we had established.
Along the way, we witnessed the power of a well-designed, purposeful brand and business. We
realized our passion for sharing not only our expertise - but also our journey. Through Defining
Your Why, our goal is twofold: to help you design a business and life you love and to share the
unique strategy we believe propelled us toward successful business ownership.
H OW TO CO MPLE T E T H IS e COU RS E
Whether you purchased Defining Your Why to begin a new business venture or to reevaluate your
existing business, we hope you will use Defining Your Why in the following way:
1. Part I is designed to help you build a strengthened foundation for your business and brand.
If you feel as though you already understand the processes shared in Part I, we encourage
you to complete each process anyway. Doing so will ensure that you are well-prepared for
each remaining Chapter within the course.
2. Part II is designed to help you apply all that you had established in Part I. By organizing
and planning, you can approach your business with a renewed sense of purpose. Part II is
designed as a long-term plan; your Application will be unique to your business, and it
should be reviewed and revisited regularly.
3. By completing Part I and Part II, you will come away with a deeper understanding of your
business, along with a well-designed plan to apply all that you have learned along the way.

WITH GRACE AND GOLD

PA RT I

To be successful, you have to have

your heart in your business, and
your business in your heart.
S IR THO MAS WAT SON

C H A P T E R 1 : D E F I N I N G YO U R W H Y

Anyone [can be an entrepreneur] who wants to experience the deep, dark canyons of
uncertainty and ambiguity; and who wants to walk the breathtaking highlands of success.
But I caution, do not plan to walk the latter, until you have experienced the former.
ANO NYMO U S

Business ownership is a uniquely challenging process - one with many risks and many rewards. It
requires us to be both organized and open, both focused and adaptable. Put simply, business
ownership is a journey filled with ups and downs, moments of clarity, and moments of confusion.
Our question is: Is the journey worth taking? And if so, why?
At With Grace and Gold, we often share that we believe in branding that is purposeful. We
believe that every successful business is rooted in a clearly defined purpose: Why did I choose to
create a business? Why do I believe in what I am offering? Why?
Think of it this way: If you dont understand the purpose and passion behind your business, how
will you effectively sell your goods or services? How will you help people to connect with and
become engaged in all that you have to offer?
When we reflect upon the purpose behind our business, we can build a strong foundation from a
place of self-awareness and understanding. This self-awareness will guide us and serve us
throughout our journey in business ownership.
By defining your Why, you can:
I NSI D ER T IP NO. 1

Every decision you make in your business

should be rooted in your Why. For example,
should you decide to offer a new product or
service, be sure the product or service offered is
rooted in your established purpose.

Understand what you are motivated

by, and seek continual motivation in
your career as a small business owner.
Understand the purpose behind your
business; discuss your business in a
meaningful way.
Develop a clear mission and vision for
your business.

Along the way, you may be surprised by all that you discover about your business - and yourself !

WITH GRACE AND GOLD

C H A P T E R 1 : D E F I N I N G YO U R W H Y
U N D E RS TA NDING YOUR M OT IVAT IO N
Think back to the moment you dreamed of launching your business. Think back to the moment
when you thought, I have a passion for _____, and I want to pursue it through business ownership. What
motivated you? What encouraged you? What inspired you?
As were building or re-building our business, it is our motivation that will guide us and propel us
toward having a business we believe in. At the end of the day, we cant run a successful business
that is rooted in someone elses motivation or passion; our business should be rooted in our
motivation and our passion.

IF WE DON T UNDER STA ND O U R MOTIVATIO N,

H OW C A N W E FIND D IR EC TIO N IN O U R BU S INES S ?

Andras background in business ownership had given her insight to the world of creative
entrepreneurship. She had witnessed the success of businesses with a clear mission and vision,
and she had witnessed the failure of businesses rooted in someone elses mission and vision.
Andras motivation was seeing small businesses succeed through authentic branding and design.
Kellys education in Business and Teaching had given her an opportunity to serve businesses - to
provide consulting to those who wished to succeed. Kelly had witnessed the success of businesses
with streamlined and simplified processes, and she had witnessed the failure of businesses without
systems and processes in place. Kellys motivation was seeing small businesses succeed through
purposeful branding and design.
Separately, we had learned so much about how to help businesses and businesswomen succeed.
Together, we had found our motivation for starting With Grace and Gold - our branding boutique
dedicated to purposeful and authentic branding for small businesses.

INS ID ER TI P NO. 2

At With Grace and Gold, we reflect daily on our motivation. We recommend writing down
or creating an Inspiration Board for your motivation; it will keep you on track in all you do
for your business and your brand!

WITH GRACE AND GOLD

C H A P T E R 1 : D E F I N I N G YO U R W H Y

S TARTI N G W I TH W H Y
You may have heard the phrase, Start with Why. It means: Begin your journey by first establishing
why youre on the journey. Much like understanding your motivation and purpose for being in
business, understanding your Why is all about digging deeper and finding the core of your business.

W H Y ES TABL ISH W HY?

Establishing your Why is critical for business

success. Having a clearly defined Why will
guide you throughout your journey in business
ownership:
1. By establishing your Why, your business
will be rooted in something meaningful and
purposeful.
2. Next, your Why will guide each decision
you make for your business; youll say
Yes to what is aligned with your Why,
and youll say No to what is not aligned
with your Why.
3. You will run a business you believe in, a
business you can stand behind - because
each decision is purposeful.
4. Your Ideal Client will connect with you,
believe in you, and follow along with you.
5. Finally, you wont experience burnout,
because purpose and intention will be part
of all you do.

It may seem silly and totally repeated but the foundation of your business and
why youre in business is something we
must build, perfect, and share with our
Ideal Client in order to succeed.
Consider the following:
Problem: Im having trouble booking my
Ideal Client.
Solution: Are you using your Website
and Social Media Marketing as an
opportunity to speak to your Ideal
Client? Are you sharing your Why
and sharing your motivation with
your Ideal Client? Doing so can help
your Ideal Client to connect with you
in a deep and meaningful way.
Problem: Im not sure if I should start
offering stationery, notebooks, or planners.
Solution: Refer back to your Why. Is
your motivation to provide stationery,
notebooks, and planners to help
people succeed? If so, you should
definitely consider offering stationery,
notebooks, and planners. But if youre
a photography business seeking a way
to diversify your business - ask
yourself, Does this decision align
with my Why?

WITH GRACE AND GOLD

C H A P T E R 1 : D E F I N I N G YO U R W H Y
At the end of the day, every decision - every plan - should be deeply and purposefully rooted in
your Why. As we always say, Youll be surprised how opportunity will follow once you identify
and use your Why in all that you do.
AC TI VI TY N O. 1 DEF IN IN G YOU R WHY
List 3 reasons why you want to serve people and be an entrepreneur.

When do you feel most excited about your business?

When do you feel most motivated in your business?

When do you feel most successful in your business?

Do you see a common thread or a common theme within each answer you shared?

WITH GRACE AND GOLD

We want to be more like Jesus! We love serving

people, because it is Christ-like. It gives us an
opportunity to share our gifts and talents in a way that
is meaningful and lasting.
C HA PT E R 1: DE FINING YO U R WHY

C H A P T E R 1 : D E F I N I N G YO U R W H Y
We have answered each question below, based upon what we believe in at With Grace and Gold.
Whether you need inspiration, or are simply interested in learning about the Why behind With
Grace and Gold, read on:
E X AM PL E W IT H GR ACE A N D GOL D
List 3 reasons why you want to serve people and be an entrepreneur.
(1) We want to be more like Jesus! We love serving people, because it is Christ-like. It gives us an opportunity to
share our gifts and talents in a way that is meaningful and lasting. (2) We value freedom. We love being able to
work with people we are inspired by. By owning a business, we have the freedom to design every day. (3) We
value growth and opportunity. By owning a business, we are not limited; we have an opportunity to learn, grow,
and succeed in a unique way.
When do you feel most excited about your business?
We feel most excited about our business when we see the transformation of a business and brand. When a Client
of ours books their Ideal Client as a result of our branding or consulting, we feel so excited and so honored.

When do you feel most motivated in your business?

We feel most motivated in our business when our Clients see a connection between who they are and their branding.
We love helping each Client to see and understand their amazing potential.

When do you feel most successful in your business?

We feel most successful in our business when our Clients have an a-ha moment in their business, based upon
what weve shared with them through branding and consulting.

Do you see a common thread or a common theme within each answer you shared?
The common thread we discovered in responding to each question is: We are a faith-based, Client-focused
business, dedicated to creating purposeful branding, to help women succeed in business ownership. This is our
Why.

WITH GRACE AND GOLD

C H A P T E R 1 : D E F I N I N G YO U R W H Y
C OM P O S IN G YO UR MISSION A ND V IS IO N
Finally, establishing our Why can help us to compose a mission and vision for our business:

OUR MISSION
To create purposeful and authentic
branding for small businesses.

OUR VISION
To run a faith-based, Client-focused
business, dedicated to helping women
succeed in business ownership.

INSI DER TIP NO. 3

At With Grace and Gold, our mission and

vision is like a summary of our motivation and
our Why. Your mission and vision are not only
helpful for you, as the builder of your business,
but they are also helpful for your Ideal Client;
they help your Ideal Client to get to know you!

Having a clearly established mission and vision is key to your success as a business. Once again, it
will ensure that you are:
Sharing your business in a meaningful way.
Connecting with your Ideal Client in a lasting way.
Making each decision with your motivation and your Why in mind.
AC TI VI TY N O. 2 COM POSIN G YO UR MIS S I O N AND V I S I O N
What is the mission of your business?

What is your vision for your business?

WITH GRACE AND GOLD

C ONCL U SIO N

To build a successful foundation for your business, you must begin by understanding your
motivation and your Why. By doing so, you can build a strong foundation and own a
business that is deeply rooted in passion, purpose, and potential.
Once again, in Chapter 4, youll learn all about Application - how understanding and
using your motivation and your Why can serve you and your business on a daily basis. For
now, please use the following space as an opportunity to reflect upon Chapter 1.
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C H A P T E R 2 : F I N D I N G YO U R N I C H E
W HO YO U S ERV E A N D H OW YOU SE RV E
One realization we had when we began our business was: Were not the only small business
branding company. In fact, there are plenty to choose from! Our job as business owners and
entrepreneurs has been: Discover a way to stand out from the crowd - to find or create our niche.
Were going to let you in on our secret - something we tell ourselves when were feeling
overwhelmed by our competition. We say, It will be different, because it will be you. You have
something unique and special to offer. When you celebrate and own up to your uniqueness, you
will discover your niche and unveil a strength you never knew existed.
A niche is something that is appealing to or intended for a specific person or a specific purpose.
At With Grace and Gold, for example, we may be another branding business, but we have also
discovered our niche: providing a personalized and educational branding experience for
businesswomen.
Having a niche can encompass both who you serve and how you serve - or a combination of the
two:

W HO YO U SERV E

HOW YOU SE RVE

Molly Marie Photography: Molly

began as a photographer who often did
wedding, ne wbor n, famil y, and
portrait photography. Along the way,
she discovered a niche - something she
was drawn to and skilled in - boudoir
photog raphy. She rebranded her
business and is now a nationally
recognized boudoir photographer, who
has gone on to teach and speak to the
boudoir photography community. As a
result of finding her niche, she became
an expert in her field and has revenue
to match!

Zach & Jody: Zach and Jody began

as a photography duo who primarily
did wedding photography. Rather than
a traditional photography experience,
Zach and Jody are known for their
amazing Client Experience; they guide
each couple as they prepare for a
healthy and successful mar riage.
Today, the y are inter nationall y
recognized and provide leadership to
the photography community.
As a
result of finding their niche, they have
become inter nationally recognized
within their field!

WITH GRACE AND GOLD

We believe your niche can be established or

created. You have total permission to think outside
of the box. After all, thats what being a business
owner is all about!
CH A PT E R 2: F INDING YO U R NIC HE

C H A P T E R 2 : F I N D I N G YO U R N I C H E
I D EN T IF Y ING YOUR N ICH E
At With Grace and Gold, we believe in the power of establishing your niche. By doing so, you can
effectively say, You should choose my business over a similar business, because I am recognized for my _____.
Whether youre recognized for your meaningful Client Experience, or youre recognized for
providing a speciality product or service, identifying your niche will help you succeed. Finally, we
believe your niche can be established or created. You have total permission to think outside of the
box; after all, thats what being a business owner is all about!
AC TI VI TY N O. 3 IDENTIF YIN G YO UR NI C H E
Is there a specific person or type of person you enjoy serving? (Women, Men, Children...)

Are you more talented in or interested in one area of your business than you are in another?

Is there a certain experience youd like to leave each Client with?

Is there a certain lifestyle you desire? (Full-Time, Part-Time, Weekdays, Weekends...)

Based upon your reflection, what is your niche?

WITH GRACE AND GOLD

C H A P T E R 2 : F I N D I N G YO U R N I C H E
I D EN T IF Y ING YOUR SIG N AT URE MOV E

At With Grace and Gold, we have become known for:

Our strong commitment to faith, friendship, and a caring business partnership.
Our thoughtful blogging; we share advice with fellow business owners just as we would a friend.
A very real obsession with guacamole.
A preference for working at our Caribou Coffee Office.
Although guacamole and Caribou Coffee have very little to do with our business, we consider them
to be part of our Signature Move - what makes us stand out from the crowd, what makes us
memorable to those we have encountered along the way. Now, when people who are familiar with
our business see guacamole or Caribou Coffee, they think of our business.

WITH GRACE AND GOLD

C H A P T E R 2 : F I N D I N G YO U R N I C H E
You may be asking yourself, Why should I have a Signature Move? Well, why not give your business
an additional opportunity to be set apart in a meaningful and lasting way? There is so much
strength in your uniqueness, and we believe that sharing your uniqueness can be a powerful thing!
AC TI VI TY N O. 4 EXPLORING YOUR SIGNAT U R E MOV E
When people think of me, they often think of...

Something clever I cant live without is...

My Instagram is all about my business, but I cant help but share...

Based upon your reflection, what is your Signature Move? Write it out and sketch it below!

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C H A P T E R 3 : I D E N T I F Y I N G YO U R I D E A L C L I E N T
W HAT I S AN I DEA L C L IEN T ?
Establishing your Why and finding your
niche are key to building the foundation
of your business.
As you continue
strengthening the foundation of your
business, you should also establish who
you will be serving through your
business. Who is your Ideal Client?

INSI DER TIP NO. 4

At With Grace and Gold, our Ideal Client is

someone just like us! However, your Ideal
Client does not have to be like you in any way.
You must get to know your Ideal Client as you
would a friend, and you must be prepared to
speak to your Ideal Client through your
branding and marketing.

At With Grace and Gold, we think of

our Ideal Client as our Target Market the person, or group of people, we are
most interested in connecting with and
serving. Identifying your Ideal Client
may appear to be an easy process. However, it requires us to think critically about our business,
what we are offering, and the difference it will create for those we serve.
W HY I D E NT I FY YOUR IDEA L CL IENT?
When we identify our Ideal Client, we can:
Ensure that our Ideal Client is aligned with our Why. At With Grace and Gold, our goal is to
serve women through branding and consulting - a goal that is reflected in our Why.
Ensure that our business - our vision, our mission, and our goals - are aligned with those we
hope to serve. At With Grace and Gold, our vision is inclusive of our Ideal Client. We are
thinking of and considering the needs of our Ideal Client every step of the way.
Begin thinking about how to effectively reach and communicate with our Ideal Client. We can
begin building the foundation for our voice, our outreach, and our marketing. We can begin
thinking about how to speak to and connect with our Ideal Client.
T H INK OF YO UR MOT IVAT IO N AND YO U R WHY AS THE B OW,
YOUR NICHE AND SIGNATURE MOVE AS THE ARROW,
A ND YOUR ID EA L C LIENT AS THE TARGET.
To be successful in our business, we need to use our bow and our arrow to reach our Ideal Client,
our target, in a meaningful way.

WITH GRACE AND GOLD

At With Grace and Gold, our vision is inclusive

of our Ideal Client. We are thinking of and
considering the needs of our Ideal Client every
step of the way.
CH A PT E R 3: I DENT IFY ING YOU R ID EA L C LIENT

C H A P T E R 3 : I D E N T I F Y I N G YO U R I D E A L C L I E N T
I D EN T IF Y ING YOUR IDEA L CL IENT
Put simply, your Ideal Client should be considered a real Client - someone with personality,
someone with a soul, someone with a purpose for seeking your business. Lets begin identifying
your Ideal Client by first exploring your business:
AC TI VI TY N O. 5 EXPLORING YOUR BUS I NE S S
What problem am I solving through my business?

Who will benefit most from my ability to solve the problem?

Why am I uniquely qualified to solve the problem?

Who am I able to serve through my business? (Example: Location)

Put simply, who is my Ideal Client?

WITH GRACE AND GOLD

C H A P T E R 3 : I D E N T I F Y I N G YO U R I D E A L C L I E N T
Now, lets dig deeper. Lets begin describing your Ideal Client in greater detail. Complete the
following:
AC TI VI TY N O. 6 IDENTIF YIN G YO UR ID E AL C L I E NT
C R IT E RI A

MY IDEAL CLIENT

Gender:
Age or Age Range:
Relationship Status:
Personal Values:
Location:
Education:
Career:
Yearly Income:
Spending Habits:
Favorite Clothing Store:
Favorite Hobby:
Favorite Weekend Getaway:
Favorite Social Media:
Other:

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C H A P T E R 3 : I D E N T I F Y I N G YO U R I D E A L C L I E N T
Finally, lets bring life to your Ideal Client and describe your Ideal Client in as much detail as
you would describe a close friend.
AC TI VI TY N O. 7 BRIN GIN G LIF E TO YOU R I D E AL C L I E NT
My Ideal Clients Name

A Very Detailed Description of My Ideal Client

Consider the following descriptions, and be sure your description is as detailed as can be:

NOT SO GOOD: My Ideal Client is a 20-something female, who is interested in learning more about
business ownership and effective small business branding.
B ETTER: My Ideal Client is named Sophia. She is a creative, trendy - yet original - 25-year-old woman.
She recently graduated from college, but her heart is pulling her toward life as an entrepreneur. She is
searching for a business that is dedicated to providing a personalized experience - a business that will help
her build her brand from the ground-up...

WITH GRACE AND GOLD

C ONCL U SIO N

You should get to know your Ideal Client as you would get to know a friend. After all, if
you have a strong foundation for your business - but youre not attempting to reach a certain
person or group of people through your business - how will your business run?
Having an Ideal Client is like having a target for you to aim your business toward. Use
this space as an opportunity to reflect upon your Ideal Client and all that you have learned:
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PA RT I I

So often, people are working hard

at the wrong thing. Working hard
on the right thing is probably more
important than working hard.
C ATERINA FAKE

C H A P T E R 4 : A P P L I C AT I O N

Congratulations! Youve completed Part I of Defining Your Why. By now, you have:
Defined your Why and gained a deeper understanding of your motivation.
Identified your niche, and claimed your Signature Move.
Identified your Ideal Client.
Within Chapter 4, well begin exploring how having this strong foundation will serve you
throughout your journey in business ownership. At With Grace and Gold, establishing this exact
foundation has helped us to gain momentum in our business. Were so excited to share the
application process with you! Here, youll learn:

How to apply your Why to your daily business operation, to build a meaningful presence.
How to shake your Signature Move, to build a lasting connection with your Ideal Client.
How to speak to your Ideal Client, to develop a lasting relationship.
Bonus: Were sharing tools and resources weve designed and used in our business! Woohoo!

WITH GRACE AND GOLD

C H A P T E R 4 : A P P L I C AT I O N
A PPLYI N G YO UR W H Y
In Chapter 1, you discovered your motivation and defined your Why - the purpose and passion
behind your business and all that you do. It may seem over-repeated, but go ahead and write your
Why in the box below:
My Why

As a reminder, here is our Why:

Our Why
At With Grace and Gold, our goal is to create purposeful and authentic branding to help women in business
succeed. We are motivated by the success of women and find pure joy in lifting people up.

Your Why is something that can be carried and applied throughout your business:
Your Website and Blog
Your Social Media Marketing
Your Email Communication

INSI DER TIP NO. 5

It should be stated every day, in every

way, because it can help your Ideal
Client answer the question, Why should
I choose your business?
Consider the following Case Study.

At With Grace and Gold, we aim to share our

Why at least once per day. Why, you ask? We
never know when someone is stumbling upon
our business for the very first time. We want to
give each viewer or visitor an opportunity to get
to know what were all about - right away!

WITH GRACE AND GOLD

C ASE STUDY
Zoe is a recently-engaged, 25-year-old woman from Orlando, Florida. She is obsessed with anything
and everything Disney, so when her soon-to-be husband proposed at Walt Disney World, she was
on Cloud 9.
She is beginning her wedding planning process, and she is hoping to find a wedding photographer
who will do his or her best to showcase the magic and joy between her and her husband-to-be.
She is a lover of romance, a lover of blush-colored anything - and, because she is a bit shy, she is
hoping to feel comfortable with her photographer, on this very vulnerable day.

PHOTOGRAPHER 1: JULIE

Zoe learns about Julie from a friend of a friend. She does a quick Google search and sees that
Julie has a Website, a Facebook page, and an Instagram page. Shes not sure where to look first;
like any bride-to-be, shes just exploring and absorbing everything she can. Zoe begins by visiting
Julies Website.
Julies Website is well-organized, and it has beautiful photography. But, based upon the slideshow
on Julies Home page, it looks like Julie does only senior portraits. When Zoe visits Julies About
page, Julie says, Hey guys! Thanks for stopping by and visiting. Im Julie, and I take pictures of weddings and
seniors and families - but more than anything, I love my cat Charles. Hes seriously the best - hes all over my
Instagram - and I cant get enough of him! Anyway, if youre interested in hiring me, you know what to do!

PHOTOGRAPHER I1: SAMANTHA

Zoe learns about Samantha from a colleague. She does a quick Google search and sees that
Samantha has a Website, a Facebook page, and an Instagram page. She clicks on Samanthas
Website.
Samanthas Website is well-organized and has beautiful photography. On her Home page, she
notices a brief summary that says, I am a fine-art wedding photographer, dedicated to capturing the magic of
your special day. Already, Zoe is drawn in, and she clicks Samanthas About page. It says, The
smile that sweeps across his face, the tears that roll down her cheek - these magical moments are what your wedding
day is made of. Im Samantha, a fine-art wedding photographer from Orlando, Florida. My goal is to capture your
special day - to help you relive the magic of your wedding day each and every time you view your photography. I am
a lover of romance, and my business is rooted in friendship; I cant wait to guide you through your special day in a
seamless and carefree way.

C ASE STUDY REFLECTION

Zoe chose Samantha as her wedding photographer. Below, please reflect upon the Case Study.
In your own words, describe what Zoe was looking for in a wedding photographer:

Why didnt Zoe choose Julie to be her wedding photographer?

What could Julie have done differently to help Zoe choose her?

What can you apply to your business, based upon this Case Study?

C H A P T E R 4 : A P P L I C AT I O N
A PPLYI N G YO UR W H Y TO YOUR WEB SITE AND BLO G:
To begin, carefully comb through your Website and Blog.
How often do you discuss exactly what you do and exactly why you do it? Often, we hear
businesswomen we serve say, Theres beautiful wedding photography all over my Website. Its so
clear that I do wedding photography! We agree; it is clear to us, and it is clear to you... but is it
clear to your Ideal Client? Most importantly, have you made clear not only what you do, but also
why you do it?
You see, your Ideal Client is hoping to build a connection with you - a connection based upon
understanding, honesty, and transparency.
AC TI V I T Y NO. 8 I N CL UDE YO UR W HY IN YO U R WEBS ITE AND B LO G
L O C AT I O N

My Why can be quickly and easily found on my Home page.

My Why can be quickly and easily found on my About page.
My Why can be quickly and easily found on my Blog sidebar.
My Why can be quickly and easily found in a recent Blog post.

When your Why is included within every area of your Website and blog, each viewer - including
your Ideal Client - will have an opportunity to connect with you in a meaningful way. Remember:
Although what you do is clear to you, it must also be made clear to those following along!

INS ID ER TI P NO. 6

At With Grace and Gold, we go overboard and share our Why every single day - sometimes
in a big way, sometimes in a small way. Once again, you never know when someone will be
seeing your business for the very first time; make it count!

WITH GRACE AND GOLD

C H A P T E R 4 : A P P L I C AT I O N
A PPLYI N G YO UR W H Y TO YOUR S OCI AL MEDIA MARKETING:
Social media marketing has become increasingly beneficial for the small business community. It is
our opportunity, once again, to connect with our Ideal Client. Often, we are asked, How often
should I post on my social media accounts? Are there any rules you follow? Well, we believe our
best ideas should be shared - so were sharing our social media schedule and philosophies below:

OUR SOCIAL MEDIA SCHEDULE

Facebook:

Monday-Friday ~8:00 AM and ~6:00 PM: We share our Blog post.

Saturday at ~12:00 PM: We share a Brand Inspiration Board.

Instag ram:

Monday-Friday ~8:00 AM and ~12:00 PM: We share a picture.

We aim to rotate between (1) Posting a picture of our work, (2)
Posting a behind-the-scenes picture, and (3) Posting about the
branding and design field. We call it the Rule of T hirds.

Twitter:

Each post is automated and sent to Twitter. (We are Twitter-lazy!)

Pinterest:

Each week, we update our Pinterest with our recent work and our
recent blog posts. Along the way, we Pin and Like images, too!

OUR PHILOSOPHIES

Facebook:

Be sure ever y post is deeply rooted in your W hy. Experiment

by posting at different times and by posting different types of content:
pictures, links, or statuses. Always Post with a Purpose.

Instag ram:

Spend time writing captions that are deeper than I love this look! or
Check this out! Spend time composing something thoughtful and
meaningful to your Ideal Client. Its all about building a connection!
Engage with each commenter, follow along with others, and be sure to
comment on others accounts as well!

WITH GRACE AND GOLD

C H A P T E R 4 : A P P L I C AT I O N
At the end of the day, your Why should be shared over and over again within your Social Media
Marketing. We can never be certain how or when someone will stumble upon our Website or our
Social Media. Therefore, it is up to us to use every opportunity to share our Why and to form a
connection with those who are following along.
AC TI V I T Y NO. 9 P UT YOUR S OCI AL MEDIA MARKETING TO THE TES T
B E F OR E POST ING TO SOCIA L MEDIA, A SK YO U RS ELF:

Is this post related to my business, my purpose and, my passion?

Am I using my caption as an opportunity to share my Why?
Am I experimenting with variety and with the Rule of Thirds?

We encourage you to experiment with your Social Media Marketing strategy; each business is
different, and therefore, you should adapt a strategy based upon what is working well for you!
When you notice increased engagement and an increased following, youll see youre succeeding!
A PPLYI N G YO UR W H Y TO YOUR EMAIL CO MMU NIC ATIO N:
Finally, your Why should be present in your email communication. Upon receiving an Inquiry, we
all have an opportunity to build a meaningful connection and rise above our competition.
Yet, we often say, Thanks so much for reaching out! Here is our pricing information!
(Insert Scary Music Here)
Upon receiving an Inquiry, remember that there is a person behind the Inquiry - a person who is
seeking your advice, your attention, and your expertise. So, instead you may consider:

THA NK YO U SO MUCH F O R CO NTACTI NG U S TO DAY ! W E R E S O E X C I T E D YO U

D ID, BE C AUSE W E C A NT WA I T TO TEL L YO U MO RE A B O UT O UR PRO CE SS .
YO U S E E, O UR G OA L IS TO ENSU RE YO U C O ME AWAY W I T H PH OTO G R A PH Y YO U
NOT ONLY LOVE, BUT ALSO HOPE TO PRESERVE THROUGH QUALITY PRINTS!
WE C AN T WA IT TO HOP ON THE PHO NE A ND T E L L YO U MO R E .

WITH GRACE AND GOLD

C H A P T E R 4 : A P P L I C AT I O N
S H A K I N G YO U R S I G N AT U R E M OV E
In Chapter 2, you had discovered your Signature Move - the way in which you are celebrating
your uniqueness. Once again, your Signature Move can range from something you love
(Guacamole) to your business philosophy - Every client is like a friend!
Like your Why, your Signature Move should be shared. By sharing your Signature Move, you can
let your Ideal Client in in a unique and meaningful way.

INS ID ER TI P NO. 7

At With Grace and Gold, our Signature Move is not shared on a schedule. However, when
were visiting Caribou Coffee, or whipping up a mean bowl of guacamole, we want you to
know about it! Behind our very visually detailed business, there is very silly everyday
living - and our goal is to share that with you and connect with you!

WITH GRACE AND GOLD

By sharing your Signature Move, you can let

your Ideal Client in in a unique and
meaningful way.
CH APT ER 4: A PP LIC AT IO N

C H A P T E R 4 : A P P L I C AT I O N
S P E AK I N G TO YOUR IDEA L CLIENT
Of any Application, Speaking to Your Ideal Client is most important. After all, if you cant build a
connection with your Ideal Client, how can they get to know you, get to know your business, and
understand the value in all you have to offer?
Take a moment to look back at Chapter 3 and all that you explored about your Ideal Client, and
write a brief reflection below:
Notes About My Ideal Client

Knowing that your Ideal Client is a living, breathing person who is interested in what you are
offering, how will you go about sharing it with them? Well, youll begin by talking to them - rather
than by talking at them!
Consider the following: How engaging is Option A, compared to Option B? How might Option
B appeal to an Ideal Client? Which approach do you typically take in your business?

O P T I O N A : I M AG E W I T H C A P T I O N
Hey everyone! Heres a recent wedding I photographed.
Its in my portfolio now, so be sure to take a peek! Thanks!
O P T I O N B : I M AG E W I T H C A P T I O N
When Zoe first approached us, we were so hopeful shed ask us to capture her special day.
Put simply, she and her husband are a perfect pair; they radiate so much love and joy - which is so
evident in every photograph. This is our favorite part of having a photography business, and we
cant wait to share the same sense of joy with you on your special day!

WITH GRACE AND GOLD

C H A P T E R 4 : A P P L I C AT I O N
As you can see, in Option A, the photographer is talking at their audience - simply asking them to
do something, with no deeper purpose or passion behind it. In Option B, the photographer is
talking to their audience - sharing a personal story, giving a personal testimony, and hoping they
can connect with another person, or another couple, along the way.

INS ID ER TI P NO. 8

At With Grace and Gold, we compose every piece of content - every Website page, every
Blog post, every Social Media post - with our Ideal Client in mind. We pretend as though
our Ideal Client is sitting before us, and were giving them advice and insight to successful
business ownership. Your Ideal Client is out there - just talk to them!

WITH GRACE AND GOLD

Friday

Thursday

Wednesday

Write a personal or behindthe-scenes post.

Write a blog post

demonstrating your
industry expertise.

Share any image. Use the

caption to showcase your
industry expertise.

Share your Signature

Move.

Share an image of your

recent work. Share why
youre proud of it.

Share a link to your blog

post, with a thoughtful
caption.

Share an image. Speak to

your Ideal Client.

Share a link to your blog

post, with a thoughtful
caption.

Share a behind-the-scenes
image of your business.

Share an image. Why do

you do what you do?

Tuesday

Share an image of your

recent work. Share why
youre proud of it.

Share a link to your blog

post, with a thoughtful
caption.

Write a blog post with a

Portfolio update. Share the
story of your work.

IN STAG RA M

Monday

TWITT ER

FAC E B O O K

B LO G

DAY

Update your Pinterest

account with recent work.
Like and Pin.

PINTEREST

Were challenging you to apply all that youve learned throughout Defining Your Why. The following Application Challenge is just an example of how you could apply the lessons
explored throughout this eCourse. Attempt to complete the challenge for 2-3 weeks before completing the reflections in Chapter 5.

I N ST RU CT IO N S

A P P L I C AT I O N C H A L L E N G E

C ONCL U SIO N

Your Why should be applied daily to your Website, Blog, Social Media Marketing, and
Email Communication. Use every day as an opportunity to share the Why behind your
business; it will help you to build a meaningful and lasting connection with all those who
engage with your business.
Your Ideal Client should be talked to - rather than talked at. Use every opportunity to
communicate with your Ideal Client and share your business and heart in a deeper way.
_______________________________________________________________
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_______________________________________________________________

CHAPTER 5: REFLECTION
PART 1: THE F O UNDATIO N

Congratulations! Youve completed Defining Your Why. We are so hopeful you learned so
much about your business, your brand - and how your foundation can be used to make a
difference in your daily business operation. We encourage you to complete the following:
W H AT D I D YO U L E A R N A B O U T YO U R S E L F A N D YO U R B U S I N E S S B Y
D E F IN I N G YOUR W H Y ?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
W H AT D I D YO U L E A R N A B O U T YO U R S E L F A N D YO U R B U S I N E S S B Y
I D EN T IF Y ING YOUR SIG N AT URE MOV E?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
W H AT D I D YO U L E A R N A B O U T YO U R S E L F A N D YO U R B U S I N E S S B Y
I D EN T IF Y ING YOUR IDEA L CL IENT?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
O N A S C A L E O F 1 - 5 , H OW H A D YO U B E E N U S I N G YO U R F O U N DAT I O N
( YO U R WH Y, YO UR SIG NATURE MOVE, AND YO UR IDEAL CL IENT) IN YO UR
E VE RYDAY B US INES S OPER AT ION (1: NOT VERY WELL, 5: VERY WELL)

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

WITH GRACE AND GOLD

CHAPTER 5: REFLECTION
PART II: APPL IC ATIO N

The Application Challenge was designed to provide you with a seamless application
process; our goal is to help you use all that you had learned in a meaningful way. We
encourage you to reflect upon the following:
H OW D I D YO UR SOCIA L MEDIA ENGAG EMENT C HANGE?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
H OW D I D YO UR SOCIA L MEDIA FO L LOWING C HANGE?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
H OW D I D COMMUN IC AT ION WIT H YOU R IDEAL C LIENT C HANGE?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
H OW D I D YO UR OVER A L L BUSINESS CH ANGE?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
H OW D I D YO U CH A N G E?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

WITH GRACE AND GOLD

CHAPTER 5: REFLECTION
PART III: CO NTINUED G ROWTH

The journey of business ownership is one filled with ups and downs, opportunities and
challenges. Reflect upon your business - what is going well and what could be going
better.
W HAT I S GO ING R EA L LY W EL L I N MY B US INES S :

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
W HAT C O ULD BE G OIN G BET TE R IN MY B U S INES S :

_____________________________________________________________________
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_____________________________________________________________________
W HAT I AM CE RTAI N OF IN M Y BU S INE SS :

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
W HAT I AM CONFUSED A BOUT I N MY B US INES S :

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
W HAT I WOULD L IK E W IT H G RAC E AND GO LDS HELP WITH:

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

WITH GRACE AND GOLD

DISCLAIMER
D I S C L AI M E R

The content within this eCourse does not guarantee your success in entrepreneurship or
business ownership. Rather, the content of this eCourse is an exploration of how
purposeful business planning can be used in a modern business setting. Results will vary.

C OP YR I G H T

The content of this eCourse is owned by With Grace and Gold. It is not to be replicated,
reproduced, sold, or copied in any way, shape, or form. We appreciate your respect for
our intellectual property.
C R ED I T

Photography by Lauren Kirkbride Photography

WITH GRACE AND GOLD