Transformational coach, Sean McCool's Rise up Champion Brand Book.

1. BRAND STANDARDS

2. CONTENTS
This brand standards document explores the
message, visuals, and expression of your
brand.
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand
BRAND GUIDELINES RISE UP CHAMPION

3. MOODBOARD
The moodboard was
curated to express the
“mood” of the brand and to
inspire the visual decisions.
The images chosen convey a
high end yet approachable
feel. You are inviting people
to transform their lives so
we need to create an
immersive experience. We
also need to honor your
natural personality with the
more organic images. The
black, white, and silver
images create a sense of
depth and timelessness.

4. BRAND MESSAGE

5. POSITION
Core Idea
As the Champion’s Catalyst, I engage, equip and
empower others to Rise Up and BE the Champions they
were created to BE in EVERY area of life Fitness, Identity,
Relationships and Enterprises, ie., the F.I.R.E. of life.
Our Goal
Our goal is to rapidly expand and launch the Rise Up
Champion brand.
How you Are Different
I've always believed in having it all... fitness, strong
personal and spiritual identity, great relationships, and a
wonderful enterprise to work on. I focus on who a person
is BEING so that they can do what they need to do to
have what they want to have. Others focus on the doing
first - "just do it". I believe you must first "Be the Work"
then the doing is more about choice and less about
willpower.
What I Deliver
I work with clients through 1-on-1 coaching and will be
adding a course, group coaching, workshops, and
merchandise.
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BRAND GUIDELINES RISE UP CHAMPION
BRAND MESSAGE

6. PERSONALITY
HERO & EXPLORER
PERSONALITY ARCHETYPE
Our goal is to help our clients transform their lives
from the inside out by becoming the best version
of themselves.
You live by example to show your clients the type
of life they could live.
When they encounter my brand my audience
FEELS: inspired, motivated, trusting, like they are
opening their eyes to new possibilities.
You are:
• Down-to-earth
• Strong values
• Approachable
• Reliable
• Intelligent
• Powerful
• Outdoorsy
• A leader
• Faithful
• Clear
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BRAND GUIDELINES RISE UP CHAMPION
BRAND MESSAGE

7. POINT OF VIEW
Having it all is 1,000% possible if you
get out of your own way.
Your language creates your life.
To make change in your life, you need
to commit (figure it out vs. “try” it out.)
Claim. Conquer. Create.
Neither fearful or wanting.
You don’t know what you don’t know.
Stoke the F.I.R.E. with daily practices.
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BRAND GUIDELINES RISE UP CHAMPION
BRAND MESSAGE

8. Be the champion you
were created to be.
MANIFESTO

9. UNFAIR ADVANTAGE
I have a very broad experience with lots of
different people. I relate well to a lot of
different people.
I am full of stories, metaphors, analogies,
examples and more that allow me to get my
clients to see things they've never seen before
in a very powerful and quick way.
I am a powerful teacher and can "hold space"
for people. I have no problem sitting in a room
with a complete stranger (or a 20-year friend)
in complete silence if that's what's needed.
I AM A CATALYST for breakthrough for people. I
see things others simply can't see AND I can
get others to see it the way I see it - not in a
forceful way but in a helpful, empowering,
transformational way.
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BRAND GUIDELINES RISE UP CHAMPION
BRAND MESSAGE

10. DESIGN & VISUALS

11. LOGO
02
VISUAL IDENTITY
Your logo is full of powerful symbolism.
The shield is a strong “hero” symbol. The
four X’s symbolizes the four areas of your
life. The lion with antlers are a symbol for
courage and abundance. The eight lines
represent the eight letters in the word
Champion that represents the Champions
code The logo is formatted into many
different orientations for its future uses.
BRAND GUIDELINES RISE UP CHAMPION

12. PRIMARY
COLORS
VISUAL IDENTITY
Your primary brand colors are
strong and stable (hero
archetype). They are colors that
can be found in nature (explorer
archetype). The consistency of
using these three colors will
create a powerful brand identity.
#374a60
20% 40% 60% 80%
#57815e #d2c9a1
20% 60% 20% 60%
BRAND GUIDELINES RISE UP CHAMPION
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13. SECONDARY
COLORS
VISUAL IDENTITY
#000000 Silver #eeefef
BRAND GUIDELINES RISE UP CHAMPION
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Your secondary colors are used to
complement your main color
scheme. Black grounds the
primary natural colors. Silver
adds a feeling of abundance.

14. PATTERN/TEXTURE
VISUAL IDENTITY
Triangles symbolize energy, action, and
masculinity. The geometric pattern is a
great accent to your brand message. In
addition to geometric patterns, we’ll
also use some natural textures to accent
your brand designs.
BRAND GUIDELINES RISE UP CHAMPION
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15. TYPOGRAPHY
HEADLINES: STEELFISH BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()
VISUAL IDENTITY
Body: Source Sans Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The headline fonts used in your brand
are bold and unapologetic. The rounder
Source Sans Pro contrasts the strong
headline fonts with a friendly
accessibility.
BRAND GUIDELINES RISE UP CHAMPION
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HEADLINES 2: INDUSTRY DEMI
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()

16. 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.
1. Example
2. Example
3. Example
4. Example
“This is a quote from a very impressive person.”
-IMPORTANT PERSON
HEADLINE LEVEL 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.
• Example
• Example
• Example
VISUAL IDENTITY
Main font color: #000000
Links: #57815e
Accent (headline 3): #374a60
BRAND GUIDELINES RISE UP CHAMPION
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17. IMAGE STYLE

18. IMAGE
DO’S
VISUAL IDENTITY
BRAND GUIDELINES RISE UP CHAMPION
Black and white photos from your photoshoot. Natural abstract images in your
brand’s color scheme.
Natural landscapes, trails, and other
places people explore.
Images that could be your ideal target
client.
02
When choosing images for
your brand, pick ones like
these.

19. IMAGE
DON’TS
VISUAL IDENTITY
BRAND GUIDELINES RISE UP CHAMPION
Color photos of you - keep it
consistent with the B&W.
Vector/cartoon style images. Pick
stunning photography instead!
Photos that are too far away from
your brand’s main color palette.
People who don’t fit your ideal
client demographic.
02
When choosing images,
avoid ones like these.

20. GRAPHIC SAMPLES
VISUAL IDENTITY
These samples show how the
brand images, fonts, patterns, and
colors can all come together.
BRAND GUIDELINES RISE UP CHAMPION
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21. WORDS & CONTENT

22. TONE OF VOICE
BRAND GUIDELINES RISE UP CHAMPION
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BRAND COMMUNICATION
Content and communication from your brand
should be descriptive, metaphor, and story-rich.
Examples should include stories, acronyms, and
metaphors that you use to describe key learning
points.
You’ll sound:
• Empowering
• Confident
• Relatable
• Positive
• Strong
• Familiar, yet new
• Capable

23. TONE OF VOICE
BRAND GUIDELINES RISE UP CHAMPION
BRAND COMMUNICATION WE WOULD SAY
Hi Champion,
WE WOULDN’T SAY
Greetings,
WE WOULD SAY
Become who you are meant to BE.
WE WOULDN’T SAY
Join my newsletter list
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24. WORD BANK
• Engage, equip, empower
• F.I.R.E. - fitness, identity, relationships, enterprise
• Claim yesterday. Conquer today. Create tomorrow.
• Live in integrity
• Transform your income and life
• Feel at peace
• Your potential
• Inner Champion
• Have it all
• Be the work
• Possibility and power
• Live into your purpose
• Rise up Champion!
BRAND GUIDELINES RISE UP CHAMPION
BRAND COMMUNICATION
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25. TAGLINE
Claim. Conquer. Create.
OTHER OPTIONS
• Rise Up Champion
• Be All You Were Created To Be
• Success with Significance
• Create Your Possibility
• Power & Possibility
BRAND GUIDELINES RISE UP CHAMPION
BRAND COMMUNICATION
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Your tagline is a “catch
phrase” that describes your
work to others at a glance.
It is also used as your main
headline on your website.

26. BIOS
TITLE
The Champion’s Catalyst
1-SENTENCE BIO
Sean McCool, the founder of Rise Up Champion, helps
his clients RISE UP and be all they were created to be.
3RD-PERSON BIO
Sean McCool, the founder of Rise Up Champion, helps
his clients RISE UP and be all they were created to be.
From his beginnings as a “serial failure” he figured out
how to get out of his own way and become the person
he needed to be to build a thriving business and life.
BRAND GUIDELINES RISE UP CHAMPION
BRAND COMMUNICATION
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27. STORIES
LOW TO HIGH ORIGIN STORY
Your low to high story is your “serial failure” story to
where you are now.
WHY STORY
Share your passion for your work and your clients —
why doesn’t coaching feel like work to you? Talk about
your unfair advantage in this story.
HUMAN ELEMENTS
Share personal stories to relate with your people on a
personal level. Talk about your faith, family, date
nights, habits, etc. The more you share (as context to
help them) the more they’ll love you.
CLIENT STORIES
Share (anonymous) stories of the transformations
that your clients have experienced working with you.
BRAND GUIDELINES RISE UP CHAMPION
BRAND COMMUNICATION
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28. LIVE YOUR BRAND

29. ACTION STEPS
GET YOUR WEB PRESENCE UPDATED
Next step will be to update your brand visually everywhere it
shows up online (website, social media, email marketing.)
CREATE YOUR OPT-IN GIFT & EMAIL LIST
Building your email list is a priority. Continue building out
your funnel for converting leads to clients.
SHARE YOUR STORIES
You would be a fantastic interview for people who do
podcasts & video shows. Pitch yourself as an expert to
hosts.
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BRAND GUIDELINES RISE UP CHAMPION
LIVE YOUR BRAND

30. BRANDEMIES
IDEA ENEMIES
• Doing without BEING
• Forcing progress
• Inauthenticity
• Living in the past
• Settling, not growing
NOT TO DO LIST
• Only present the positive - we need to be vulnerable
to live by example for our clients
• Only provide information - we need to invite people
to show up for themselves and take action
WE ARE NOT
• A ‘quick fix’ option
• A blueprint, formula, “how to”, or 10-step program
BRAND GUIDELINES RISE UP CHAMPION
LIVE YOUR BRAND
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31. QUESTIONS?
kaye@kayeputnam.com