Click Search and Social is an online marketing agency with a Caregiver brand archetype. In a world of "experts" and "authorities," they stand out in the market by leading with simple content that says, "Don't worry. We'll take care of it."

1. BRAND BOOK

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 CLICK

3. MOODBOARD
The mood board was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. Your brand is
all about caring for the
people in business. The
black and white creates a
strong visual theme and
ties all of the different
types of images/people/
businesses together.
Also, several of the
images include people
interacting with
technology, which is a
fact of doing business in
today’s world.

4. BRAND MESSAGE

5. POSITION
Core Idea
We help businesses grow using online advertising.
Our Goal
Communicate our message and position in the
market clearly to potential clients. Grow our client
base by an average of 33 clients each year for the
next 3 years.
How We Are Different
We are the sensible first step for business owners
getting into online marketing. We don’t try to sell our
clients on services they don’t need (yet.) We keep it
simple and results-oriented.
What We Deliver
Online advertising creation and management through
search and social websites.
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BRAND MESSAGE

6. PERSONALITY
CAREGIVER & GIRL/GUY NEXT DOOR
PERSONALITY ARCHETYPES
Our goal is to help our clients grow their
businesses with realistic online advertising. We
genuinely care about our clients as people.
When they encounter the brand, our audience
FEELS: reassured, comfortable, taken care of,
understood, encouraged, capable, at ease,
trusting.
You are:
• Patient & reassuring
• Realistic & relatable
• Warm & personable
• Simple & straightforward
• Transparent & open
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BRAND MESSAGE

7. POINT OF
VIEW
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BRAND MESSAGE
We genuinely care about the results
we achieve.
We’re not going to try to sell you a 9-
course meal when all you really need
is a hearty breakfast.
We do the work that other agencies
feel is beneath them.
We focus on what is realistic for the
average business owner - not on
tactics that work for million dollar
businesses. We’re working for
maximum value.

8. We care about
your growth.
MANIFESTO

9. UNFAIR
ADVANTAGES
By focusing on only online advertising, results can
be tracked and reported. Your clients aren’t
throwing money into an ambiguous ‘marketing
black hole.’ They are investing in specific results.
Your transparency shows that you care about the
results and the relationship.
You aren’t trying to be the all-on-one, all things to
one person solution. You are choosing to solve a
specific problem for local business owners.
By keeping your team and process lean and mean,
you are able to offer an affordable service.
You are local to your clients so you understand
their mentality, economy, and communication.
You keep things personalized.
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BRAND MESSAGE

10. DESIGN /
VISUALS

11. LOGO
2
VISUAL IDENTITY
Your logo is the “handshake” of your brand. It
introduces your ideal clients to you. Your logo
includes the brand’s primary purple, and an
identifying mark - the C with the speech bubble
- that will be used throughout your marketing
materials.
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12. PRIMARY
COLORS
VISUAL IDENTITY
Your primary brand color is a
feminine purple, which communicates
the caring aspect of your brand. The
blue and green balances it with
feelings of community, friendliness,
honesty, and straightforwardness.
Purple Steel
#5c4b91
20% 40% 60% 80%
Honest Blue
#3c47a5
Simple Green
#1fae6e
20% 60% 20% 60%
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Use for backgrounds, headline text, 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.

13. SECONDARY
COLORS
VISUAL IDENTITY
#a89cc0 #393939 #eff0f1
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Your secondary colors are used to
complement your main color scheme.
The light purple continues the
‘caregiver’ feeling. The dark grey and
light grey give you neutrals to round
out your brand colors.
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.

14. TYPOGRAPHY
HEADLINES: LOVELO BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()
VISUAL IDENTITY
Body: Open Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
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. The accent font -
Lovelo line bold - feels similar to the double
C’s of your logo mark, so it keeps your brand
consistent while giving us a accent to add
visual interest.
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ACCENT: LOVELO LINE BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!$

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.
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
Headline font: Lovelo Black
Body font: Open Sans Regular
Main font color: #393939
Link color: #1fae6e
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16. IMAGE STYLE

17. IMAGE
DO’S
VISUAL IDENTITY
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Images of people who look like your target client Desired outcomes for your business owners
(closing a sale, securing a meeting, etc.)
Business owners interacting with technology Pictures of the owners
2
When choosing images for your
brand, pick ones like these.

18. IMAGE
DON’TS
VISUAL IDENTITY
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Photos of complicated-looking
technology. Keep it friendly.
Color photos - keep it consistent
with the B&W
Photos of objects/technology that
don’t include a human element to
them
People doing something in a photo
that wouldn’t happen in real life
2
When choosing images, avoid
ones like these.

19. GRAPHIC
SAMPLES
VISUAL IDENTITY
These samples show how the brand
images, fonts, patterns, and colors can
all come together.
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20. WORDS / CONTENT

21. TONE OF
VOICE
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BRAND COMMUNICATION
Content and communication from your
brand should be friendly, straightforward,
and warm.
When you are explaining concepts and your
service, always relate the technology to
people. The goal isn’t just clicks - it’s calls,
clients, and customers.
You’ll sound:
• Caring
• Reassuring
• Friendly
• Warm
• Sincere
• Personable
• Realistic

22. TONE OF
VOICE
EXAMPLES
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BRAND COMMUNICATION WE WOULD SAY
Take care,
WE WOULDN’T SAY
Sincerely,
WE WOULD SAY
We’ll take care of it for you.
WE WOULDN’T SAY
Learn how to do it yourself.
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.

23. WORD
BANK
• Make the sensible first step
• Feel comfortable with online marketing
• We’ll handle it
• We’ll take care of your growth
• Get real results with your marketing dollars
• Our transparency shows we care
• Don’t worry about it
• Real help from honest people
• Bang for your buck
• Get exactly what you need
• Get results right away
• Best move for your business
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BRAND COMMUNICATION

24. TAGLINE
We’ll take care of your
growth.
OTHER OPTIONS
• Let’s grow together.
• Turn clicks into customers.
• Turn clicks into clients.
• Turn clicks into calls.
• Sensible marketing with real results.
• Simple, realistic online marketing that
works.
• Count on us to grow.
• The ROI shows how much we care about
our relationship.
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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.

25. BIOS
TITLE
Click Search and Social
1-SENTENCE BIO
Click Search and Social helps business owners
get real results with sensible online advertising.
LONGER BIO
Click Search and Social helps business owners
get real results with sensible online advertising.
Located in St. John’s, NL, you’ll get a local advisor
who personally manages your account. Get
results right away with a small marketing budget
(and you don’t even need a website!)
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BRAND COMMUNICATION

26. STORIES
LOW TO HIGH ORIGIN STORY
You’re living your origin story right now. Share the
story of how you are building your own business with
online advertising with your prospective clients.
WHY STORY
Share your passion for your work and your clients.
Your passion for creating results for your clients will
inspire trust in you.
HUMAN ELEMENTS
Share personal stories to relate with your people on a
personal level. Also, incorporate local elements into
your stories, website, and marketing. These aspects
make you feel personable and familiar.
CLIENT STORIES
People will always want to hear what you’ve done for
other business owners. Share your results and the
experience others have had with you freely!
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BRAND COMMUNICATION
Stories sell. Use them in your client
consultations, marketing, and conversations.
By brainstorming stories that fit each of
these categories, you’ll have a collection that
you can tell over and over again that support
and build your brand.

27. LIVE YOUR BRAND

28. ACTION
STEPS
GROW YOUR ‘PORTFOLIO’ OF RESULTS
Continue to work with your existing clients and offer your
services to business contacts you already have. You’ll want
stories of results that you can share in several industries to
aide the sales process with new prospects.
BE YOUR OWN CASE STUDY
Use your online advertising chops to drive traffic to a
landing page that offers 15-minute phone calls. Share the
results of this effort when you speak with potential clients.
INTRODUCE YOURSELF TO THE MARKET
“Debut” the brand by including it in your introductions,
conversations with business owners, and on your social
media profiles.
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LIVE YOUR BRAND

29. BRANDEMIES
IDEA ENEMIES
• DIY Marketing
• Self-importance
• Overly-complicated solutions
NOT TO DO LIST
• Position yourself as a teacher (you’re a doer)
• Hide your process (transparency is a key
element of the brand)
• Position yourself as an “all-in-one” solution
(you’re solving one specific problem)
WE ARE NOT
• “Thought leaders”
• Local celebrities
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LIVE YOUR BRAND

30. QUESTIONS?
kaye@kayeputnam.com