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Branding & Marketing Firm Brand Book

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Plug M.E. N2U Atlanta's premiere branding and marketing firm brand standards book. This guidebook outlines the brand guidelines and standards of the company and helps to define the overall brand strategy, design, and direction of the company.

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Branding & Marketing Firm Brand Book

  1. 1. GUIDEBOOK P L U G M . E . N 2 U B R A N D S O U L
  2. 2. CONTENTThis brand standards document explores the message, visuals, expression, and execution of the PLUG M.E. N2U Brand. 1. Brand Positioning 2. Brand Communication 3. Brand Visual Identity 4. Brand Image Style 5. Brand Execution & Implementation SECTIONS
  3. 3. MOODBOARD This is the moodboard curated to represent the feeling and mood of the brand and to inspire the visual decisions. Your brand is all about saving people's businesses through time tested and proven marketing and branding channels and aveneus. The black and white bring a timeless feel to the brand coupled with shots of businessmen and women working together as a team as well as shots of global landscapes to tie in the international feel of the brand. Also images of an abstract building was added to highlight the avant garde and forward thinking nature of the brand tying in the Creator with the Ruler & Hero archetypes.
  4. 4. BRAND POSITIONING
  5. 5. BRAND VISION & VALUES To control 3/4 of the media and marketing industry. To build a company that will help grow strong legacies and assure realities. CORE VISION Authenticity, Where there is a will there's a way, The Sky is the limit, Every moment is a new opportunity to create something new. Adversity is an opportunity to succeed. Let's make the world a better place, Feel the fear and do it anyway. Mastery in service of a better world. Create a prosperous and successful community. CORE VALUES Our client''s companies or brands would be an industry leader or a strong competitor. We help our clients set the standards and raise the bar daily in their respective industries. We never settle until our clients are successful. Because of our high standards our clients will not desire to leave our care. BRAND WONDERLAND To help our clients transport their dreams to the Dock of REALITY. BRAND MISSION
  6. 6. BRAND POSITION STANDARD We offer innovative and premium Brand, Marketing, and PR services for small to medium businesses, organizations, and personal brands. CORE IDEA To be able to develop a creative way to expose our clients' brands and develop stability. visibility and reliability. All while increasing their bottom lines.. GOALS We solve the problem of visibility plus help increase its brand recognition. We also increase the company or brands revenue. We are a one stop shop and we have a personable approach with our clients as we want to see them grow and succeed with their marketing and branding efforts. HOW YOU ARE DIFFERENT We help clients become visible in places they could had trouble reaching before as well as helping them to spread their message and impact, connect with their right customers, and increase their overall revenues for their businesses. RESULTS DELIVERED
  7. 7. BRAND PERSONALITY The company's personality is built from very complimentary archetypes. Strength, Elegance, & Organization on one side and Innovation, Expansion, and Dream Manifestation on the other. Our goal is to help personal brands, small and medium sized businesses, and organizations to clarify and polish their brand, increase their brand visibility, and increase their businesses revenues. This in turn allows them to turn their dreams for their lives and businesses into a reality. We do this by giving them the necessary tools to sharpen their mindsets and elevate their brands. We are motivated by a desire to create a bridge for those who desire to walk across it and catapult their visions into the world. We are driven by a sense of responsibility to our client's success because we know that their success is our success and allows us to be the legendary juggernauts in the industry. When our ideal clients encounter our brand the feel confident, motivated, empowered, self-aware, and equipped to take on the world. We are: - Direct - Supportive - High Standards & Live By Example - Contagiously Confident - Action Takers - Aware of Our Power and Reach - Highly Approachable - Open-minded to Change. HERO, RULER, & CREATOR ARCHETYPES
  8. 8. BRAND POINT OF VIEW We live in a world where you can create what you want, and we believe that in order to be successful you have to work smart and surround yourself with smart people. When an opportunity knocks you must be ready and willing to take advantage of it. We also believe in seeking out opportunities rather than just waiting for them to come to us. IN ORDER TO BE SUCCESSFUL YOU HAVE TO BE AN OPPORTUNIST. We believe that success is a choice and therefore you can choose what you want to experience. We choose to align ourselves with a positive vision of black success and strive to be the #1 in the industry delivering outstanding results for our clients. We believe that success is a team effort, and we choose success over and over again by putting the success of our clients first. SUCCESS IS A CHOICE. WHAT WILL YOU CHOOSE? We believe that in order to be successful you have to be willing to work hard to share you gifts with the world. We believe that dreams come to life through smart and strategic work ethics. We all have a personal responsibility to make our dreams a reality and we as a company choose to act as a vessel to carry others to their dream lifestyles and businesses.. HARD WORK IS NECESSARY. To make a dream a reality you have to be willing to do whatever it takes to realize it. You have to be able to separate your feelings from your emotions and be able to use them respectively and strategically. We believe in following your gut, but always being smart about the risks and chances we are taking. We know that being the best is a direct result of being relentless and creating your dreams. BY ANY MEANS NECESSARY.
  9. 9. BRAND IDEAL CLIENTS Before a potential client comes to our business they feel lost, confused, and generally ready to take their businesses or brands to the next level. They know they need to market their business they just don't know how, or the best ways to go about doing it to gain exposure and increase their revenues. EMOTIONAL AVATAR BEFORE When a client approaches our company they feel motivated, inspired, and empowered to make the best decisions for them and their companies as we provide them with the necessary tools to empower them along with a slew of custom tailored marketing and brand services that will allow them to elevate their brands and increase their ROI. EMOTIONAL AVATAR DURING After a client leaves our care they are a more establish brand in their industry, their revenues and reach have exponentially increased, and they are able to create a legacy for themselves and their families through the work they do in the world. They are empowered, powerful, impactful, cash rich, and more inspired and able to continue to grow their businesses. They essentially then decide to stay with us for the long term management of their brand's assets and company's marketing and branding needs. EMOTIONAL AVATAR AFTER
  10. 10. manifesto POWER UP YOUR BRAND TO LIVE YOUR DREAMS
  11. 11. BRAND UNFAIR ADVANTAGE Your unfair advantage is that you've helped clients increase their brand clarity, visibility, and equity which in turn allowed them to increase their revenue. You act as a one stop shop for your clients giving them not only the brand, marketing, and pr services that you provide but also backing it up with any mindset support and encouragement through motivating your clients to get the results they desire. You also have a strong but small team that can help you deliver the results that your clients are looking for. Because you are invested in your client's success you offer only what they need and no extra fluff making sure that they are getting their return on investment in time and money. The company is driven, supportive, and able to deliver on it's promise to your clients. WE CARE ABOUT OUR CLIENT'S SUCCESS.
  12. 12. BRAND COMMUNICATION
  13. 13. BRAND TONE OF VOICE From your brand should sound direct, motivational, and inspirational. You'll want your brand communication to always be moving your client forward in taking the next step to elevate their brands and businesses. You want to move your clients into action by giving them the necessary information and tools to make the right decisions for their businesses and the mindset piece to help them follow through on their commitments. Examples should include client success stories and real-life stories from your own life as a business owner to help open the eyes of your clients to what is possible for them. You'll sound: - Confident but level-headed - Direct but not harsh - Optimistic and Visionary but practical - Approachable but professional - Helpful but not enabling - Smart but not all-knowing - Motivational but with substance and poise CONTENT & COMMUNICATION To make the best decisions for themselves, we don't act as their guru, therapist, or mother. But we honor their journey and commitment by giving them what they need when they need it. We also lift up and elevate our clients and highlight their successes and wins. We also want to have fun and show that success is hard and smart work, but also fun and attainable. WE WANT TO GUIDE OUR CLIENTS
  14. 14. BRAND WORD BANK & EXAMPLES - Make it happen - Believe in your dreams and visions - Work hard and take risks - Success takes time and persistence - Be creative, innovative, and strategic - Create your legacy - Motivation - Driven - Powerful - Courage - Achieve - Confidence - Mastery - Stability - Reliable - Money/Prosperity - Success - Focus - Increase your impact - Power up your brand - Growth and expansion - Make your dreams a reality WORDS & PHRASES TO USE IN YOUR COPY AND BRAND EXPRESSION
  15. 15. BRAND TAGLINE & HEADLINES OTHER OPTIONS We Bring Your Dreams To Life Elevate your brand POWER UP YOUR BRAND
  16. 16. BRAND BIOS PLUG M.E. N2U helps brands and businesses catapult and grow so that they can bring their dreams to life and leave amazing legacies. SUPER SHORT (SOCIAL BY LINE) PLUG M.E. N2U is a leading marketing and branding agency for personal brands, small and medium businesses, and organizations who are ready and able to grow their businesses exponentially. We believe that your dreams can become a reality with a clear vision, smart work ethics, and passion for what you do. With us on your team you are surely able to create the legacy and freedom that your business can ultimately provide for your desired lifestyle. MEDIUM (PROFILE BLURB)
  17. 17. BRAND STORIES Your catalyst story is when you got fired from your bank job as a top sales guy all while starting your own show and marketing firm. Realizing that another man had your destiny in his hands, and recognizing that you've always wanted to be the owner of your own destiny. TRANSFORMATION/CATALYST STORY Your why story is that you've always realized that people came to you for the answers and to help them launch their dreams (Hero archetype), and so you felt a calling and duty to help other's realize their dreams. WHY STORY Share your outlook on life and your startup stories with the various ventures that you've started. Share examples of the "wins" you've had and how your persistence and determination paid off. For instance helping other's start their businesses or grow their reach - helping other's succeed. HUMAN ELEMENTS Share your client success stories, testimonials and case studies. These pieces will become a major factor in being able to enroll more high quality clientele as you will be able to show the proof behind the work that the company does. Build it into your process to collect testimonials, marketing data, and create case studies after a client works with the company. Also collect testimonials that showcase the client's before, during, and after experience and results before signing onto the company. CLIENT STORIES
  18. 18. BRAND CONTENT & STRATEGY Give potential clients information and useful strategies and practical guidance through blog posts, videos, emails, and downloadable pdfs that show them "how to" get started with marketing, what they should have in place before hiring a marketing and branding agency, what to consider before hiring an agency, and specific steps to help them take action before they begin to work with the company, as they are working with the company, and after they work with the company. TOOLS & STRATEGIES FOR WORKING TOGETHER Share your values around succeeding in business and invite and motivate personal brands and small businesses to up- level their mindset and work ethic for being able to realize their business dreams. MINDSET FOR WORKING TOGETHER In the brand communication plan cover topics related to the importance of your clients being able to create the lives they desire and being able to leave a legacy for their families and loved ones. LEAVING YOUR LEGACY Create a weekly or bi-weekly newsletter that includes blog posts, a podcast, and/or video's that educate clients on how to excel in their branding and marketing efforts in their businesses as well as position the company as the 'go-to' expert an all things branding, marketing, and pr. POWER UP YOUR BRAND WEEKLY
  19. 19. BRAND OFFERINGS & PRICE POSITIONING - Social Media Campaigns - Product Launches - Digital Lead Generation - Digital Lead Nurturing (content strategy, creation, and marketing) - Email Marketing - SEO (google, yelp, yahoo, msn) - Traditional Advertising (cars, buildings, billboards, etc..) - 90 Day Marketing Plans MARKETING SERVICES - Brand Strategy (brand discovery process, brand book creation, brand strategy and implementation planning) - Visual Design (flyers, logos, magazine designs, brochures, ebooks, websites, and business cards) - Brand Story Videos (commercials, promos, and employee on-boarding) - Brand Photography (product photos, company photos, customized stock photos, personal brand photos) BRANDING SERVICES - Radio Monthly Features - Press Releases & Kits - Planning & Placement In Media Outlets - Print Monthly Magazine Features - TV Placements PR SERVICES SERVICES ARE BOTH INDIVIDUALLY PRICED & CAN BE INCLUDED IN A CUSTOMIZED MONTHLY RETAINER
  20. 20. BRAND VISUAL IDENTITY
  21. 21. BRAND LOGO Feels powerful, elegant, clean, forward thinking, and classic. The lion is the perfect representation of the Hero and Ruler archetypes in the brand personality, and the design gives it a masculine/savior feel coupled with the well balanced clean fonts to bring out the timeless feel of the brand. The logo and the initials can be used as a watermark when a smaller mark is needed. YOUR VISUAL IDENTITY LOGO P L U G M . E . N 2 U P O W E R U P Y O U R B R A N D P L U G M . E . N 2 U P O W E R U P Y O U R B R A N D P L U G M . E . N 2 U P O W E R U P Y O U R B R A N D P M 2 U
  22. 22. BRAND PRIMARY COLORS Your Primary Brand Colors are a mix of Hero and Creator with a hint of Ruler with the golden yellow. The teal represents trustworthiness and creativity. The red and yellow evokes the Hero and sense of urgency, strength, and action. HERO, RULER, & CREATOR ARCHETYPES #339989 #b80c09 #ffc857 60%20%60%20% 60%20% 80%40%
  23. 23. BRAND SECONDARY COLORS Your secondary brand colors have been chosen to give your primary brand colors depth and a sense of timelessness. The deep blue evokes a sense of community and camaraderie (Ruler). While the neutral grey and white gives some balance with the more saturated and bold colors and evokes simple elegance, rulership, and kingdom. HERO, RULER, & CREATOR ARCHETYPES #090446 #ccc5b9 #d8e2dc
  24. 24. BRAND TYPOGRAPHYThe font used in the vast majority of your communication is Sifonn & Venti CF Light. If those fonts aren't available, Proxima Nova, Nexa, or Source Sans Pro are good alternates. These are very modern and clean fonts and will keep the look and feel of the brand consistent. The san serif font (Glacial Indifference) will be used sparingly as an accent. HEADLINES: SIFONNABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*() BODY: VENTI CF LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*() ACCENT: GLACIAL INDIFFERENCE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()
  25. 25. BRAND FONTS IN ACTION HEADER 1: #339989 BODY: #000000 HEADER 2: #ffc857 ACCENT: #090446 LINKS: #b80c09 HEADLINE SPACING: 20-30% or 100pt HEADLINE LEVEL 1THIS IS A DESCRIPTION PARAGRAPH. IT EXPLAINS THE PURPOSE OF THE PAGE AND DESCRIBES THE TITLE TO THE LEFT. 1. EXAMPLE 2. EXAMPLE 3. EXAMPLE 4. EXAMPLE “THIS IS A QUOTE FROM A VERY IMPRESSIVE PERSON.” -IMPORTANT PERSON  HEADLINE LEVEL 1 THIS IS A DESCRIPTION PARAGRAPH. IT EXPLAINS THE PURPOSE OF THE PAGE AND DESCRIBES THE TITLE TO THE LEFT. THIS IS A DESCRIPTION PARAGRAPH. IT EXPLAINS THE PURPOSE OF THE PAGE AND DESCRIBES THE TITLE TO THE LEFT. • EXAMPLE • EXAMPLE • EXAMPLE
  26. 26. BRAND IMAGE STYLE
  27. 27. BRAND IMAGE DO'S When choosing images for your brand, pick ones like these. USE THESE TYPES OF IMAGES FOR ALL BRANDING MATERIALS Extremely high quality stock photos or real photos of people working together in a business setting. Abstract and avant-garde photos that showcase a global setting, and forward feel with the owner. Black and white images of professionals and abstract modern buildings Sweeping landscape images of cities, skylines, and nature in juxtaposition to the "sky is the limit" feel Images of clients in amazing settings or doing amazing things. Great portrait shots or stock photography of clients at work or traveling. High quality photos of the company, team, or clients Images or textures of gold or bronze to compliment the company logo and the high prestige of the company. Vector graphics that have a clean, global, and modern representation and feeling
  28. 28. BRAND IMAGE DONT'S When choosing images for your brand, avoid ones like these. DON'T USE THESE TYPES OF IMAGES FOR BRANDING MATERIALS Cheesy or low quality stock photos Outdated or whimsical graphics that are off brand Poor quality selfies (reserve this for your personal social accounts - not the company's) Cutesy vector illustrations that don't align with the company's archetypes or mission Off brand designs, imagery, or quotes The company's old logo or branding - let's align and update everything to be cohesive and current Random candid photos of clients. Make sure client photos look professional - otherwise use high quality stock photos to represent the brand Mix-match designs, promotional graphics of client materials being used on the company's social profiles, and outdated designs.
  29. 29. BRAND SAMPLE GRAPHICSTHESE SAMPLES SHOW HOW THE BRAND IMAGES, FONTS, AND COLORS CAN ALL COME TOGETHER. P O W E R U P Y O U R B R A N D PLUG M.E. N2U Sample facebook profile Sample social graphics SUCCESS IS A CHOICE. SO WHAT DO YOU CHOOSE? WWW.PM2U.COM IF YOU CAN DREAM IT YOU CAN DO IT. WWW.PM2U.COM P O W E R U P Y O U R B R A N D PLUG M.E. N2U Sample email header WEEKLY
  30. 30. BRAND WEBSITE MOCKUP CALL TO ACTION BUTTONS: #339989 or #b80c09 & Sifonn font SECTION BACKGROUNDS: Abstract images of buildings or global landscapes like cities or high quality images of people working together in a corporate setting (but not too stagnant or stiff feeling). HEADERS: Sifonn WEBSITE APPLICATION EXAMPLE
  31. 31. BRAND EXECUTION & IMPLEMENTATION
  32. 32. BE YOUR BRAND Use the new colors, fonts, logos, imagery types, and graphics to update all of the brand's touch points. IMPLEMENTATION & ACTION STEPS UPDATE THE COMPANIES WEBSITE AND EXISTING DESIGNS AND SOCIAL PROFILES I'd love to see Milton and staff in a professional surrounding as reflected in the image do's section. Looking authoritative, professional, expert-like, and in alignment with the brand colors and look and feel. SCHEDULE A COMPANY PHOTOSHOOT On the services pages be more detailed and specific with what each service entails. On the homepage you can link to each respective section of the services as follows: marketing, branding, and pr. Talk about the process that the clients are taken through. Take a prospective client through an example project or working relationship so that they are confident in moving forward with the company. Also add relevant free content or trainings to the site so that potential clients know what to expect and what things to consider before hiring the agency. CLARIFY YOUR SERVICE OFFERINGS & CREATE VALUABLE CONTENT Beyond testimonials build in a process to track and capture your client's "before" and "after" states. This will be powerful data that you should leverage to prove your impact and effectiveness. CAPTURE & SHOWCASE CLIENT'S RESULTS
  33. 33. BE YOUR BRAND IDEA ENEMIES ADVERSARIES NOT TO DO LIST WE ARE NOT - Working with those who want instant gratification - People with negative surroundings and outlooks on life - Settle for mediocrity - Martyrdom, charity organization, savior without strategy - One size fits all solutions - (we provide an array of options but are strategic with giving clients those that meet their needs and overall objectives.) 1. A promotion company 2. An advertising company 3. We are not your 2nd choice 4. A "quick fix" option 5. A "band aid" solution - Over promising or not being able to deliver results - Jeopardize the integrity of the company to work with a client - Working hard, smart, or strategic - Give one-size-all solutions to clients - Try to be the hero for everyone who needs our services, only work with those who are able to invest in themselves and their businesses
  34. 34. QUESTIONS? Brand Strategy & Design by Rachael Alexander support@endigorae.com

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