Interested in building your own brand? Discover what is possible for your business: kayeputnam.com

1. B R A N D B O O K

2. CONTENTS
This brand standards document
explores the message, visuals, and
expression of your brand.
• Brand Message
• Design & Visuals
• Words & Content
• Live Your Brand
BRAND GUIDELINES THE TRAINING AUTHORITY

3. MOOD BOA RD
The moodboard was
curated to express the
“mood” of the brand
and to inspire the visual
decisions. The colors are
strong, bold, and
refined. Bold, organic
text and patterns make
the brand feel more
accessible and
welcoming.

4. Brand
Message

5. POSITION
CORE IDEA
Anyone can turn their dream life into an everyday reality. Success,
freedom and wealth are all within reach. All they need to do is invest
in the right training to grow and build their skill set.
YOUR GOAL
To help individuals live their dream life by providing educational
resources, serving as a source of inspiration, and empowering them to
realize they have the ability to realize true success.
HOW YOU ARE DIFFERENT
You embody the values and lessons that you share with your
community. You are constantly stretching your own boundaries,
making personal discoveries, growing your network and expanding
your skill set. Your passion for sharing your knowledge with new or
struggling entrepreneurs displays your generous spirit and natural
leadership ability. Your confidence inspires trust and positions you as
an authority, while your availability fosters personal connection and
affinity.
THE END RESULT
Through trainings, courses, and events, you make yourself available to
your audience as an educator, support system, mentor and
inspirational figure. Those on the receiving end of your trainings are
instilled with the confidence and skills to follow their vision and take
immediate action.
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Message
1

6. PERSONALITY
ROYAL & CREATOR
PERSONALITY ARCHETYPE
Your mission is to lead your community of
corporate professionals toward lasting success
and a new, elevated lifestyle.
When they encounter your brand, your audience
FEELS: inspired, motivated, hopeful, courageous,
encouraged, energized, able.
You are:
• Authoritative
• Knowledgeable
• Capable
• Energetic
• Articulate
• Motivating
• Empowering
• Driven
• Innovative
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Message
+
1

7. POINT OF
VIEW
YOU HAVE COMPLETE CONTROL
OVER YOUR CIRCUMSTANCES.
You are the leader of your life and the creator of your
reality. To alter your lifestyle you must take responsibility
for your role and take action. Now.
YOUR DREAM BOARD CAN BECOME
YOUR DREAM LIFE.
For driven and empowered entrepreneurs, dreams are
more than far-reaching fantasies. They are goals within
reach, ready to be made reality.
YOU MUST FIRST INVEST IN
YOURSELF TO REALIZE TRUE
SUCCESS.
When some people only offer ideas and motivation, my
mantra has always been to push up my sleeves and get
to work. I dig deep with my clients and offer them tools
to do the same. Everything we do together is practical
and applicable to their daily life.
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Message
1

8. You can have the life you have always dreamed of.
I am here to help you create it.
MANIFESTO

9. UNFAIR
ADVANTAGE
YOUR ‘UNFAIR
ADVANTAGES’ ARE:
• Ability to reach and inspire a group of
people through speaking engagements
and events
• Balance between an authoritative,
confident presence and friendly, warm
accessibility
• Influential training style and penchant
for idea creation
• Willingness to share your knowledge and
skills with fellow entrepreneurs
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Message
1

10. Design&
Visuals

11. LOGO ALT 1
Visual Identity
This alternate logo combines
the continuous flow of the
circles, with a diamond shape
to symbolize the quality of
your work and training.
BRAND GUIDELINES THE TRAINING AUTHORITY
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12. COLORS
Visual Identity
Your brand colors are show your
strength, quality, and leadership in the
market. The gold adds a nice yellow-
hue contrast to the blues and grays.
BRAND GUIDELINES THE TRAINING AUTHORITY
22

13. TYPOGRAPHY
HEADLINES:
MONTSERRAT BOLD
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Visual Identity
Body: Montserrat Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The fonts used in your brand are bold and
clean. As a contrast, the bold and organic
Adventime is used very sparingly as a design
accent to add back in some personality into
your brand.
BRAND GUIDELINES THE TRAINING AUTHORITY
Accent:Adventime
Abcdefghijklmnopqrstuvwxyz
2

14. 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: #58A9BF
The text in your brand is clean, easy to
read, and accessible to all. This is an
important message to send to the
corporations you will be working with.
BRAND GUIDELINES THE TRAINING AUTHORITY
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15. ImageStyle

16. IMAGE
DO’S
Visual Identity
BRAND GUIDELINES THE TRAINING AUTHORITY
Images of people in circles… extending the
visual theme from your logo into your
images.
Diverse students engaging in training.
Images of you, as the leader of your
community.
Detail images that look like they could be in
your classroom.
When choosing images for your
brand, pick ones like these.
2

17. IMAGE
DON’TS
BRAND GUIDELINES THE TRAINING AUTHORITY
Cliche corporate metaphors / clip
art
Nature images won’t have a big
place in your brand. Focus on
growth, achievement, success.
Stock images of people doing things
that would not happen in real life.
Work at home entrepreneurs
are not your ideal client - stick
to the corporate feel.
When choosing images, avoid
ones like these.
Visual Identity
32

18. GRAPHICS
BRAND GUIDELINES THE TRAINING AUTHORITY
These are examples of your colors, fonts,
and patterns coming together sample
social media designs. Throughout the
brand, hand drawn elements will be used
as accents.
Visual Identity
2

19. GRAPHICS
BRAND GUIDELINES THE TRAINING AUTHORITY
These are examples of your colors, fonts,
and patterns coming together in sample
website elements.
Visual Identity
2

20. ICONS
BRAND GUIDELINES THE TRAINING AUTHORITY
The icons have a mix of feeling “hand
drawn” and “corporate” at the same time.
By enclosing them in a circle, we are
extending the visual theme into more
elements of your brand. Our goal is to
create repetition so your brand is easily
recognizable and memorable.
Visual Identity
2

21. Words&
Content

22. TONE OF
VOICE
BRAND GUIDELINES THE TRAINING AUTHORITY
Your brand communication takes on various
mediums, from written word to in-person delivery
to large groups. Regardless of the format, all of
your messaging should position you as an authority
figure in the realms of entrepreneurial and
corporate training. Let your content and training
results communicate your knowledge and
expertise, while your achievements and awards
provide support from the sidelines. Just as you
would in a speech, use anecdotes and personality
to foster engagement and trust. Root your
communication in powerful language and an
action-oriented approach to energize and
motivate your audience.
You’ll sound:
• Authoritative
• Inventive
• Inspiring
• Confident
• Driven
Not:
• Inaccessible
• Dismissive
• Inexperienced
• Cold
Brand Communication
3

23. WORD
BANK
• THE Authority in Training
• The new standard of training is here.
• Make it real
• Authority, expert
• Capable
• Dream board
• Training
• Educate, Inspire, Empower
• Take action
• Create
• Skill development
• Training the trainer
• Live, learn & succeed
• Community
• Continuous learning
• Connection
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Communication
3

24. TAGLINE REMARKABLE LEARNING
EXPERIENCES
OTHER OPTIONS:
• Inspire. Educate. Empower.
• Live, learn, & succeed.
• Realize your biggest dreams. Become your
best self.
• Create your dream life. Starting now.
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Communication
Your tagline is a “catch phrase” that
describes your work to others at a
glance. It can also be used as your
main headline on your website.
3

25. STORIES
THOUGHT LEADERSHIP
Continue sharing your messages through every
medium you can. Your expertise shines through
when you put yourself in front of an audience, live
or virtual. Keep seeking out those opportunities to
grow your community.
CLIENT STORIES
The purpose behind your trainings is to transform
the lives of those you work with. Give them the
chance to share their stories and put their results
at center stage.
APPLICABLE TAKEAWAYS
Your community flocks to you because you
motivate and inspire them to take the next step.
Share practical examples and ideas for your reader
or listener to walk away with and execute.
EDUCATE AND ENGAGE
Your content should be accessible and informative.
Empower your audience by explaining how
concepts can be applied and encourage active
engagement with the material for better retention.
Tailor your material to the specific audience
through examples and anecdotes.
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Communication
3

26. LiveYour
Brand

27. ACTION
STEPS
CREATE YOUR WEBSITE
Use the new brand fonts, logo, colors, etc to update
all of your brand touch points. Focus the
messaging on your ideal corporate client.
SCHEDULE A PERSONAL BRAND
PHOTOSHOOT
I’d love to see updated headshot of you… looking
authoritative, expert-like, and in your brand colors.
IDENTIFY NETWORKING/
SPEAKING OPPS
Learn about events where your ideal clients attend
and learn. Pitching yourself as a speaker at these
events would be a great way to establish your
authority in the international market.
BUILD CONTACTS
Start building your email list, LinkedIn connections,
and other platforms with a focus on your ideal
corporate client.
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Communication
4

28. BRANDEMIES
IDEA ENEMIES
• Only certain types of people can succeed
• Negativity or doubt
• Taking the easy route
• “It’s impossible”
• Focus on the past rather than the future
NOT TO DO LIST
• Avoid presenting your lifestyle as too lofty
or unattainable
• You are the example, don’t stop pursuing
more knowledge or expertise
• Don’t isolate your students or ignore
questions
• Don’t disregard your experience or
accomplishments
• Leave your audience without an actionable
next step
WE ARE NOT
• A magician (your students have to put in
the work)
• Exclusive to established entrepreneurs
BRAND GUIDELINES THE TRAINING AUTHORITY
Brand Communication
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29. Questions?
kaye@kayeputnam.com