Brand Playbook Generator (Course & Templates) by Shelly Palmer

Brand Playbook Generator (Course & Templates)

A short course that will teach you to build your brand playbook with the same process and workflow we use with some of the world's biggest, most successful companies.

Building exceptional brand communication starts here.

A brand playbook (a collection of communications guidelines for your brand) is one of the best ways to empower everyone in your organization to keep your business communication “on brand.” This is the process and workflow we use to help our clients achieve best-in-class results.

Here's the gist:
This short course features 20 instructional videos and all the templates you will need to generate exceptional brand playbooks that will increase your marketing efficacy, accelerate your brand communication, and drive growth.

In this short online course, you'll learn how to...

  • Perform a SWOT Analysis
  • Craft Mission, Vision, Values, and Brand Purpose statements
  • Define and create customer personas
  • Define key benefits and customer value propositions
  • Workshop cultural insights, competitive insights, and product insights
  • Build keyword and key phrase lists
  • Do one-word associations
  • Craft a tagline and an elevator pitch
  • Discover and define your brand personality and tone of voice
  • Use the results of this process and workflow to write an actionable brand positioning statement

⭐️⭐️⭐️⭐️⭐️ "Highly Recommended"

"I've been writing brand positioning statements for years. Shelly has a unique take on the process and this course really helped me up my game. Thanks so much!"
Charlotte T.

Adapt Your Business

Hi! I'm Shelly Palmer, CEO of The Palmer Group. We work with Fortune 500 companies on technology and innovation. 

This is the process and workflow we are using right now to help our clients adapt and tune their brand communications to the current political and economic climate.

I will guide you through the process step-by-step and when you've complete the work, you will have a created a brand playbook that will help guide your entire organization through these extraordinary times.
I'm privileged to work with extraordinary organizations.

Here's what people say...


"If you've ever taken an online course on business process and been disappointed with a boring presentation, then get ready to be wowed. The videos are concise and clear and fun to watch." -- Jeff K.


"There are concrete and practical steps for creating a complete brand playbook. I especially like that the course helps you take marketing theory and turn it into real-world results." -- Richard C.


"The best part about Shelly's course is that what I learned is instantly applicable. There's no fluff. It's a super solid approach to positioning your brand, your product, or your company for growth." -- Leslie B.

What's included?

Video Icon 20 videos File Icon 4 files

One-time purchase – no subscription needed

1 min
1 min
SWOT Analysis
3 mins
Vision Statement
1 min
Company Revenue
1 min
Mission Statement
2 mins
Brand Purpose Statement
2 mins
Values Statement
1 min
Cultural Insights
1 min
Product Insights
1 min
Target Audience
1 min
Value Proposition (Key Benefits)
1 min
Competitive Insights
2 mins
One Word Association
1 min
1 min
1 min
Elevator Pitch
1 min
Brand Personality
2 mins
Brand Positioning Statement
1 min
1 min
SWOT Grid and Note-taking Template PDF (.pdf) file
36.5 KB
SWOT Grid and Note-taking Template Microsoft Word (.docx) Format
29 KB
Buyer/Customer Persona Canvas Template (Microsoft Word .docx Format)
18 KB
405 KB


What is a Brand Playbook?

A brand playbook (a collection of communications guidelines for your brand) is one of the best ways to empower everyone in your organization to keep your business communication “on brand.” This course will teach you a process and workflow that has helped our clients achieve best-in-class results. 

What am I investing in?

It's a short course designed to teach you the process and workflow we use to create Brand Playbooks for our clients. There are 20 detailed instructional videos along with a PowerPoint template for the Brand Playbook and several additional downloadable templates.

Why are you making it public?

Because this process can help every company and organization that is being forced to adapt the the hyper-accelerating pace of change. I know it works and I know it will work for you.

Who are you?

I'm Shelly Palmer, CEO of The Palmer Group. We're a tech strategy & solutions firm that works with Fortune 500 companies on digital transformation. What does that mean? We create processes and workflows that help our clients work faster and become more competitive. You can learn more about us at

I believe that our success is based on the fact that we build and use all of the products and services we sell before we make them available to our clients. Our products do exactly what they are supposed to do because we build them to grow our business. They will help you grow your business too.

Isn't it a bit expensive?

Viewed through the lens of value, this workbook is actually very inexpensive. We use this process and workflow with some of the world's biggest corporations to help them achieve their business goals. There are tens of thousands of hours of work incorporated into the value of this product. It's been tested, retested, integrated, refined, adapted, and continuously improved over the years.

Said differently, it will save you several days of research, as well as however much time you would need to build the workbook and then think through the process. So depending on how you charge for your time, the ROI on this investment is excellent to outstanding.

Can't I get this free from somewhere else?

Not this workbook and not the instructional video and training -- This process and workflow has evolved over the years. It has been tested, retested, integrated, refined, adapted, and continuously improved.

Of course, there are many mission, vision, values templates available, but I've never seen a better workflow or process than the one we developed. 

What's your refund policy?

This is a digital product, and once it's been downloaded, users have full and unlimited access to it. For that reason, we're not able to offer a blanket refund policy – much like sellers of most digital products, such as website themes, design templates or ebooks.

That said, I believe in the value of this process and the associated template. So, if you don't feel like this process created a return on your investment, please email me at and tell me why. I'll learn something that will help me make the product better and, if we cannot help you achieve the results you set out to achieve with this purchase, I will refund your money. You have my word on that.

About Shelly Palmer

Shelly Palmer is a business advisor and technology consultant. He helps Fortune 500 companies with digital transformation, media and marketing. Named LinkedIn's Top Voice in Technology, he is the co-host of "Think About This with Shelly Palmer & Ross Martin." He covers tech and business for Good Day New York, writes a weekly column for Adweek, is a regular commentator on CNN and CNBC, and writes a popular daily business blog. Follow @shellypalmer or visit