Brand Tone

Authoritative, Empowering, and Supportive. It's expert-led with a confident, direct, and knowledgeable voice, while being consistently motivational and assuring. Despite expert status, it's accessible, conversational, and fosters a supportive community.

Brand Values

• •Efficacy and Results: The brand promises success in passing certification exams, reinforced by a high success rate and testimonials, focusing on practical strategies for tangible results.
• •Expertise and Credibility: Founded on deep educational knowledge, Kathleen Jasper's academic credentials and experience are a cornerstone, demonstrated by meticulously aligned study guides.
• •Empowerment of Educators: A clear mission to support teachers by providing tools for career advancement, extending to broader advocacy for the profession.
• •Accessibility and Support: Expert knowledge is made widely available through free and paid content, ensuring educators can access strategies, supported by prompt and helpful customer service.

Best Practices

• •Always Lead with Authority: Start with "I'm Kathleen Jasper, Ed.D." or a similar identifier in videos and webinars. Reference her experience ("As a former assistant principal...") to build immediate trust and reinforce the brand's core value of expertise.
• •Speak the Language of Empowerment: Use active, encouraging language. Frame the customer as the hero of their own journey. Phrases like "Take control of your certification," "Walk in with confidence," and "Unlock your career" empower the user and align with the brand's motivational tone.
• •Focus on the Result (Passing the Test): The primary goal for the customer is a passing score. Every piece of copy should tie back to this outcome. Instead of just listing features ("This book has 3 practice tests"), frame it as a benefit ("This book contains 3 full-length practice tests so you can feel confident and prepared on test day").
• •Leverage "Insider" Language: Consistently use brand-specific terms like "Think Like a Test Maker," "Good Words vs. Bad Words," and "Work Backwards." This creates a shared vocabulary with the audience, making them feel like they are part of a community with access to special knowledge.
• •Incorporate Social Proof: Regularly feature testimonials, success stories, and user-generated content (with permission). Mention the "80,000+ educators helped" statistic to validate the brand's effectiveness and build confidence in new customers. This shifts the message from "I say my product works" to "The community proves my product works."

Social Perception

Overwhelmingly positive, centered on reliability and effectiveness. Perceived as a "lifesaver" for test-takers and the "go-to" resource for teacher certification prep. Highly trusted and credible due to her background, with users praising her clear and effective teaching style. Products are seen as a worthwhile investment despite potential cost concerns.

Copy Examples

• •Facebook/Instagram Ad (Targeting Aspiring Teachers) - Image/Video: A short, dynamic video of Kathleen Jasper giving a top tip, overlaid with text: "Your teaching career is waiting." Copy: Feeling overwhelmed by the Praxis Core? You're not alone. I've helped over 80,000 educators just like you walk into their exam with confidence and walk out with a passing score. My study guides are 100% aligned with the test blueprint, so you study exactly what you need to know. Stop guessing and start strategizing. Click the link to get the guide that gets you certified.
• •YouTube Video Title & Hook (Content-Focused) - Title: Praxis 5003 Math: The 3 Types of Questions You MUST Know. Hook (First 15 seconds): "If you're dreading the Praxis math section, you need to watch this. Most people waste time studying the wrong things. I'm Dr. Kathleen Jasper, and I'm going to show you how to 'think like a test maker' and focus on the three question types that will be on your exam, so you can pass."
• •Email Subject Line (Promoting a Webinar) - Subject: FREE WEBINAR: Pass Your Teaching Reading Exam. Body Preview: Join me this Tuesday for my free, live webinar where I'll break down the 5 most difficult concepts on the Teaching Reading exam and give you actionable strategies...
• •TikTok Video Script (Quick Tip) - (Video shows Kathleen holding up a study guide). Text On Screen: Don't make this mistake on your PLT exam! Voiceover: "Stop just memorizing theorists! The PLT exam wants to see if you can APPLY their concepts. Here's how they'll ask you... (shows an example question and breaks it down quickly). Want more strategies like this? My PLT study guide has a whole chapter on it. Link in bio!"
• •Website Homepage Headline - Headline: The Most Trusted Name in Teacher Certification. Sub-headline: Pass your exam. Land your dream job. I'll show you how. With resources built by an educator, for educators, you'll get the expert strategies you need to succeed.