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Brand Strategist Brand Book

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I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Brand Strategist Brand Book

  1. 1. brand book
  2. 2. CONTENTS This brand standards document explores the message, visuals, and expression of my brand. 1. Brand Message 2. Design & Visuals 3. Words & Content 4. Live Your Brand BRAND GUIDELINES KAYE PUTNAM
  3. 3. MOODBOARD The mood board was curated to express the “mood” of the brand and to inspire the visual decisions. The visual inspiration for the brand is “Tarot reader” meets Psychologist. Based in science, inspired by the future. There’s something magical to me about the Northern Lights. They inspire some of the color and image decisions in the brand.
  4. 4. brand message
  5. 5. POSITION CORE IDEA I help entrepreneurs build meaningful brands. Really, I help them see themselves more clearly and feel confident about bringing their message to the world. GOAL Own my niche: psychology-driven brand strategy. Become the go-to expert on the topic. HOW I AM DIFFERENT Nearly everyone in branding approaches the topic from a design-driven perspective. This leads to temporary and fleeting results. I approach brand building from a psychology-driven foundation, so their ideal clients feel compelled to do business with them. DELIVERY I deliver my services through my course, Brand New Brand, consulting work, and 1-on-1 full service engagements. BRAND GUIDELINES KAYE PUTNAM B RAND MESSAGE #1
  6. 6. PERSONALITY MAGICIAN & SAGE PERSONALITY ARCHETYPES My ultimate goal is to fully understand and leverage the worlds of psychology, archetypes, persuasion, and influence and to use that knowledge to transform my client’s brands. When people encounter my brand, they feel: like they finally understand their brand, motivated to change, a desire for self-improvement, excited about the possibility and future results. I am: • Visionary, future-focused • Direct, straightforward • Smart, knowledgeable • Calm, clear • Refined, put-together • Constantly learning & teaching BRAND GUIDELINES KAYE PUTNAM B RAND MESSAGE #1
  7. 7. POINT OF VIEW BRAND GUIDELINES KAYE PUTNAM B RAND MESSAGE Your most audacious dreams are worth working for. It’s never easy, but it is SO worth it. You are worth it. If you were waiting for it - I’m officially granting you permission to take up space, to be more visible, and to share your genius with the world. We need you to. I have this crazy idea that if businesses act MORE human, we’ll all be more successful. If businesses show more personality, are honest about their values/beliefs, and if they work hard to make a real difference in people’s lives, traditional success follows. Most people approach branding completely backwards. They start with the pretty stuff - the logo, colors, etc. and completely ignore the bedrock of their brand that makes it meaningful and effective. Instead of design-led branding, I offer psychology-driven branding. We are all masters of our own universe. The beauty of entrepreneurship is that we can decide to go to the gym, attend a parent-teacher conference, or take a nap whenever we want. We get to choose who we work with and what our time is worth. We get to serve the world at our highest capacity. #1
  8. 8. Your most audacious dreams are worth working for. KAYE PUTNAM manifesto
  9. 9. UNFAIR ADVANTAGES VISION TO EXISTING When you give me the tiniest glimpse of your vision and story, my mind immediately gets to work forming up and visualizing all of the hundreds of pieces that will make it up. I see the clear path from this place of ambiguity, distraction, and confusion to a tangible place of being. PROFESSIONAL CURATOR I’m constantly collecting and curating things: design, knowledge, articles, inspiration, etc. This powerful skill and talent is used to build brands for my clients and content for myself. TECHNOLOGY IS EASY My natural gift for technology means I have the tools to launch and spread my message. The only limitation is my dedication and commitment to the work. INTERESTING LIFESTYLE Living in Hawaii, now Italy. Always traveling. Balancing a business with two babies. BRAND GUIDELINES KAYE PUTNAM B RAND MESSAGE #1
  10. 10. design / visuals
  11. 11. LOGO VISUAL IDEN TI TY The logo is a clean and simple representation of the brand. It introduces your ideal clients to me. The alternate circle logo and icon give variety for designs. The signature allows me to sign my work and to ‘prescribe’ solutions. BRAND GUIDELINES KAYE PUTNAM #2
  12. 12. PRIMARY COLORS VISUAL IDEN TI TY My primary brand color is a deep blue, which speaks to the depth of my magician archetype brand. The “blurple” and teal add design interest and variety. Keeping the color scheme on the cool side speaks to the information, knowledge, and wisdom I offer. Deep Blue #210F5B 20% 40% 60% 80% Blurple #4E32A9 Teal #81C2BA 20% 60% 20% 60% BRAND GUIDELINES FLEUR LARSEN Use for backgrounds and main color on marketing materials and website. Use as an accent on marketing materials & website. Use for buttons, links, and other areas you want to draw attention to. #2
  13. 13. SECONDARY COLORS VISUAL IDEN TI TY #E8C830 #E9E8E7 #313030 BRAND GUIDELINES FLEUR LARSEN The secondary colors are used to complement your main color scheme. The yellow is my signature “surprise” color and is used as an accent. The grey are neutrals that can be used to complement designs. Use as an accent on marketing materials & website. Use as text color and other places you need a dark neutral. Use as a light background color and text color on dark backgrounds. #2
  14. 14. TYPOGRAPHY HEADLINES: JOSEFIN SANS SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*() VISUAL IDEN TI TY Body: Raleway Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() The headline font used in my brand is “geometric modern.” I want to help people become their future self, and this font gives us a sense of forward- thinking to do so. The clean Raleway sans serif is a nice readable body font. BRAND GUIDELINES KAYE PUTNAM SE CON D LE VE L HE A DLI NES : J OSE FI N SA N S S EMI B OLD ABCDEFGHIJKLMNOPQRSTUV WXYZ 1234567890!$ #2
  15. 15. FONTS IN ACTION HEADLINE LEVEL 1 This is a description paragraph. It explains the purpose of the page and describes the title to the left. • Example • Example • Example • Example “This is a quote from a very impressive person.” - IMPORTANT PERSON HEAD LINE L EVEL 2 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. VISUAL IDEN TI TY Headline 1 font: Josefin Sans Semi Bold Headline 2 font: Josefin Sans Semi Bold (different spacing) Body font: Raleway Light Quote: Josefin Sans Italic Main font color: #210FSB Headline 2 color: #81C2BA Link color: #9A801F BRAND GUIDELINES KAYE PUTNAM #2
  16. 16. image style
  17. 17. IMAGE DO’S VISU AL IDEN T I TY BRAND GUIDELINES KAYE PUTNAM “Still images” of my favorite things, brands, objects Pictures of me - both portraits and more casual photos Jaw-dropping, Awe-inspiring pictures of nature… especially ones of the night sky. Samples of my client work When choosing images for the brand, pick ones like these. #2 Diagrams and charts Custom branded memes
  18. 18. IMAGE DON’TS VISU AL IDEN T I TY BRAND GUIDELINES KAYE PUTNAM Other people’s images/ diagrams/memes Colors/patterns that are way outside of the color scheme People/settings that look too corporate. My clients are typically small, remote teams. Cheesy stock photography of something in a stock photo that wouldn’t happen in real life When choosing images, avoid ones like these. #2
  19. 19. GRAPHIC SAMPLES VISUAL IDEN TI TY These Brand Cards will be sent to 1-on-1 clients to help facilitate the discovery process. BRAND GUIDELINES KAYE PUTNAM #2
  20. 20. GRAPHIC SAMPLES VISUAL IDEN TI TY As often as possible, I’ll design my own diagrams and figures to help explain concepts. BRAND GUIDELINES KAYE PUTNAM #2
  21. 21. GRAPHIC SAMPLES VISUAL IDEN TI TY These samples show how the brand images, fonts, patterns, and colors can all come together. BRAND GUIDELINES KAYE PUTNAM #2
  22. 22. Words / Content
  23. 23. TONE OF VOICE BRAND GUIDELINES KAYE PUTNAM BRAN D COMMUNICATION Content and communication from the brand should be forward-looking, change-oriented, and spoken with conviction. When I am explaining concepts and your service, explain the situation today for context, but focus on helping people see the vision for the future. Use stories to engage people in examples. I’ll sound: • Action-oriented • Visionary • Expansive • Affirming • Clear and concise #3
  24. 24. TONE OF VOICE EXAMPLES BRAND GUIDELINES KAYE PUTNAM BRAN D CO MMUNICATION WE WOULD SAY Brand Insights WE WOULDN’T SAY Newsletter / WE WOULD SAY Transform your brand. WE WOULDN’T SAY Let me help with your brand. Keep your brand values and personality in mind when you are writing content for your brand. This includes emails, marketing materials, your website, and every other customer touchpoint. #3
  25. 25. WORD BANK • Brand Insights • In Demand Brand • Discover • Psychology-driven branding • Innate truths (about yourself, your brand) • Audacious dreams • Timeless archetypes • Intuition, instincts • Emotional, gut level • Emotional buying triggers BRAND GUIDELINES KAYE PUTNAM BRAND COMMUNICATION #3
  26. 26. BIOS TITLES Kaye Putnam, Brand Strategist LONGER BIO Kaye Putnam helps clients define their brand strategy. But really, she helps them see themselves more clearly so they can attract their ideal clients online. BRAND GUIDELINES KAYE PUTNAM BRAND COMM UN I CATI ON #3
  27. 27. live Your Brand
  28. 28. ACTION STEPS REDESIGN WEBSITE Needs to reflect new brand pricing. Funnels to keep brand working while I’m not. PURSUE PODCAST/SPEAKING OPPORTUNITIES Hone talking points. Practice story telling. Spread the message far and wide. RELAUNCH BRAND NEW BRAND COURSE Launch BNB with a live component in Q2 2106. ($795) Create Evergreen sequence for the self-paced version. ($495) BRAND GUIDELINES KAYE PUTNAM #4 LI VE YO UR BRAND
  29. 29. BRANDEMIES IDEA ENEMIES • Settling, not growing, not changing • Superficial decisions and arguments • Dishonest magicians, con artists • Sacrificing dreams for other people/ circumstances NOT TO DO LIST • Focus too much on design • Too much “magic” in content. Content should be Sage-based. The magic is in the results. • Sell without story. • Focus too much on me as a ‘guru’ or lifestyle entrepreneur. I’m a conduit of information and change. WE ARE NOT • For everyone (point of view or price point) • A designer • A guru BRAND GUIDELINES KAYE PUTNAM L IVE YOUR BRAND #4
  30. 30. Questions? kaye@kayeputnam.com

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