Brand Strategy by http://www.kayeputnam.com

1. Brand Strategy

2. C O N T E N T S
This brand standards document explores the message,
visuals, and expression of your brand.
1. Brand Foundation
2. Words & Content
3.. Design & Visuals
4. Live Your Brand
Brand Guidelines Be Brilliant Movement

3. Brand
Foundation
Brand Guidelines Be Brilliant Movement

4. Commitment
1 . B r a n d F o u n d a t i o n
Core Idea
I help professional women release their inner brilliance to build
powerful, personal brands through group training, 1:1 coaching, and
live events.
My Goal
To create a brand that’s beautiful and completely in alignment with
the Be Brilliant Movement values and goals. To create cohesive
content and lead generation with a professionally designed website.
Who I Serve
I serve professional women ready to transition away from their
corporate career and embrace full-time entrepreneurship. My clients
are ready to invest in themselves. They value personal growth and
believe there’s more in the world they can accomplish. They are ready
to “Be Brilliant”.
The End Result
After working with me, my clients show up more powerfully in both
business and their personal lives. They have clarity. They are
confident. They show up more brilliantly to the world by sharing
themselves more fully. They shine.
Your Brand Commitments are the
basic building blocks of your
business: who you serve and the
value you provide to them.
Brand Guidelines Be Brilliant Movement

5. Context
The Context of your brand is the
world that you operate within. It
communicates your position in the
market. It also takes into account
the cultural context your brand
operates in and the movement you
want to create.
1 . B r a n d F o u n d a t i o n
How You Are Different
I’m a natural story teller. It’s instinctual for me to influence and inspire
others. This shines through in my gift of relating my own personal stories
to my client’s struggles, questions, hopes, and desires. My vast
experiences in life (childhood, hardships, careers, transitions) all provide
credibility to my clients that I can relate to their situations. Furthermore,
these experiences give me credibility to challenge my clients to move past
the obstacles and find the brilliance within.
Vision For Future
I’ll build a network of professional women that believe there’s more to
their career than what they are currently doing. I’ll inspire them to
have the faith and courage to begin their journey into
entrepreneurship. They confidently release their inner brilliance to
the world and magnetically draw in their perfect clients with a brand
that shines. Their businesses are thriving, as are their lives.
Brand Guidelines Be Brilliant Movement

6. Character
The Character of your brand is the
core of your brand identity. It
explains how you show up in the
world, what motivates you, and
what draws people to you on an
unconscious level. The character of
your brand is what creates an
emotional relationship with your
ideal clients/customers.
1 . B r a n d F o u n d a t i o n
Magician & Explorer
Personality Archetypes
My Magician Brand Personality shines though in my branding through
my values and goals. I help my clients come out of hiding and let their
true strengths shine through to the world. I know God has a path for
my clients’ lives and I help them focus on discovering that brilliance
from within.
My Explorer Brand Personality shows up in my language for escaping
society’s expectations and limiting beliefs to discover one’s own truth.
When they encounter my brand, my audience FEELS: inspired,
awakened, thoughtful, understood, and ready.
I a m :
• Inspiring but not unrelatable
• Faithful, but not “woo”
• Friendly, but not soft
• Charismatic, but not arrogant
• Passionate, but not unrealistic
Brand Guidelines Be Brilliant Movement

7. Character
The Character of your brand is the
core of your brand identity. It
explains how you show up in the
world, what motivates you, and
what draws people to you on an
unconscious level. The character of
your brand is what creates an
emotional relationship with your
ideal clients/customers.
1 . B r a n d F o u n d a t i o n
Point of View
Everyone has brilliance within them
We are all born brilliant. Sometimes, we just need a little help digging
deep enough to discover our true brilliance we should share with the
world.
Beliefs drive behavior.
Your beliefs shape who you are - they steer your actions, drive your
behavior and are the framework for your life’s purpose.
Courage will always be rewarded.
Always strive to live the life you truly desire. Never settle. You will be
rewarded for your courage. Your passion will show and success will
follow.
There are patterns in the universe.
There are universal truths and timeless patterns everyone can use to
connect on a deeper level. In branding, these patterns and themes are
demonstrated through archetypes.
Brand Guidelines Be Brilliant Movement

8. M a n i f e s t o
Live the life you were created to live.
Brand Guidelines Be Brilliant Movement

9. Credibility
The final ‘C’ of your Brand
Foundation is your Credibility.
These are the reasons why people
choose you over other options in
the market. They are your “proof
points” and “reasons to believe.”
1 . B r a n d F o u n d a t i o n
Your ‘Unfair Advantages’ Are:
I am a great teacher:
I have a deep desire for my clients to discover their brilliance and let it
shine. I know it’s there, no matter how deep it’s buried, so all clients will
get results working with me. I dedicate myself to understanding their
brilliance and provide the clarity they need to move forward with their
goals.
My personality:
I’m warm, friendly, and fun. But, that doesn’t mean working with me is
easy. I don’t hold back. I provide honest feedback to my clients, but my
delivery is inspirational, not discouraging. This encourages my clients to
face their reality and embrace what’s needed to create their successful
and sustainable brand.
My timing:
I work with female entrepreneurs *before* they have committed to the
title full-time. There's steep competition for business coaches of full
time entrepreneurs. But where I set myself apart is working with part-
time entrepreneurs to help them realize their brilliance, strength, and
confidence to take that final step to full-time entrepreneurship. Because
of this, I work with clients before they would even consider hiring
possible competition.
Brand Guidelines Be Brilliant Movement

10. Words &
Content
Brand Guidelines Be Brilliant Movement

11. Tone Of Voice
My brand communication will be inspirational and captivating. I help
my audience realize the brilliance they have hidden within. I captivate
them by describing what their lives can look like when they follow the
path that was created for them. I inspire them to discover that
freedom for themselves.
The content and messages used in my brand will be rich with
emotional and powerful personal stories of transitional points in my
own life.
I w i l l s o u n d :
• Knowing
• Assured
• Encouraging
• Aspirational
• Credible
• Warm
A n d N o t :
• Unbelievable
• Pushy
• Tactical
• Inaccessible
W o r d s & C o n t e n t
Brand Guidelines Be Brilliant Movement
2 .

12. Word Bank
• Be Brilliant
• Escape
• Courage
• Inspiring
• Blessing
• Intensive
• Transformational
• Define yourself
• Discover your brilliance
• Come out of hiding
• Live the life you were
created to live
• Faith
• Make magic
• Freedom
• Be the light
• Awaken
• Greatness
• Compelling
• Shine
• Universal patterns
Brand Guidelines Be Brilliant Movement
W o r d s & C o n t e n t
2 .

13. Stories from my child hood
I’ll share what my childhood was like - stories of my siblings, my
neighborhood, and my education. I’ll share these stories to inspire
others to live their brilliance out loud. No matter what background
you come from, you have a power within you to be successful and
live the life you want. Never let anyone tell you you’re not enough.
You are exactly who you need to be to live the brilliant life God
created for you.
My path from corporate to entrepreneurship
My career path has not gone smoothly, but that’s ok because it’s
what led me to understanding God’s purpose in my life. I have a
variety of stories that let me to creating the Be Brilliant Movement.
I’ll share it all. From being fired to working within companies that
had values that didn’t match my own. I’ll share experiences in
positions I loved and how they perfected the skills I needed to
fulfill my true calling.
Powerful historic figures
I’ll also tell stories from woman in history that demonstrate the
courage and confidence my ideal clients aspire to have themselves.
I’ll use these stories to give my audience the strength to take action
in their own lives.
Stories
Brand Guidelines Be Brilliant Movement
W o r d s & C o n t e n t
2 .

14. Content Themes
• Mindsets - I’ll write content describing
where my clients are currently and what
mindset they need to develop before
hiring me.
• Personal Stories
• Universal themes or patterns I recognize
in life and in my audience
Use these themes as starting points for any content
you begin writing for your website. Always relate
your blog posts or social media posts back to themes
that are “on brand” for you.
I m p o r t a n t :
Brand Guidelines Be Brilliant Movement
W o r d s & C o n t e n t
2 .

15. Design &
Visuals
Brand Guidelines Be Brilliant Movement

16. Moodboard
3 . D e s i g n & V i s u a l s
The moodboard was curated to
express the “mood” of the brand and
to inspire all visual decisions. Your
colors are strong yet feminine. Your
brand will have a soft approach as
shown in the intimate images of
women in these photos. The gold
and the falling lights emulate your
magician personality.
Brand Guidelines Be Brilliant Movement

17. 3 . D e s i g n & V i s u a l s
Colors
Brand Guidelines Be Brilliant Movement

18. Typography
Your font scheme is high end yet
still accessible. You don’t have fonts
that are too formal - instead they
demonstrate high value from a
relatable source.
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

19. This is a description paragraph. It explains the purpose of the page
and describes the title to the left.
H e a d l i n e L e v e l 1
1. Example
2. Example
3. Example
4. Example
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.
H e a d l i n e L e v e l 2
• Example 1
• Example 2
• Example 3
• Example 4
“This is a quote from a very impressive person.”
I M P O R TA N T P E R S O N
Fonts In Action
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

20. Logo
Your logo exudes a sense of strength
and freedom. The fonts in your
logo are bold and unapologetic - just
as your clients should be in their
lives. The bird in your logo
symbolizes breaking free from the
mindset that’s holding your clients
back. It encourages them to “take
flight” and discover the freedom
they were meant to experience.
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

21. Stamp/ Watermark
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

22. Patterns
The graphic styles used in your
brand symbolize your client’s
brilliance shining through in their
lives - both personal and
professional. Use imagery that plays
with it’s focus on lighting - whether
with lanterns, lights or stars or by
utilizing imagery with bokeh effects
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

23. Image Style
Brand Guidelines Be Brilliant Movement

24. Image Do’s
When choosing images for your
brand, pick ones like these.
Images of yourself outside
Night scenery with focus on bright
light shining or stars
Strong, professional women
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

25. Image Dont’s
When choosing images, avoid ones
like these.
Photos of women that aren’t
connected to career
Anything too corporate
Black and white photos - or any muted coloring
3 . D e s i g n & V i s u a l s
Brand Guidelines Be Brilliant Movement

26. 3 . D e s i g n & V i s u a l s
Sample Designs
Brand Guidelines Be Brilliant Movement

27. 3 . D e s i g n & V i s u a l s
Sample Designs (Social)
Brand Guidelines Be Brilliant Movement

28. 3 . D e s i g n & V i s u a l s
Sample Content
Brand Guidelines Be Brilliant Movement

29. Live your
Brand
Brand Guidelines Be Brilliant Movement

30. Idea Enemies
Brand Enemies
4 . L i v e Y o u r B r a n d
• I can’t leave my 9-5 job to run my business full time
• I don’t have anything special to share with the world
• My current job is good enough
• Content that’s too tactical
• Topics that can’t be related back to personal experiences
• Push too much for the sale
Not to do list
• A therapist
• A spiritual guru
• An enabler
I am not
Brand Guidelines Be Brilliant Movement

31. Create Website (Together)
Action Steps
• Use the content, words, and design from your Brand
Book to stay “on brand” while creating your new
personal brand website
Get professional personal photos taken
• Finalize the details for your 5 week branding intensive
training to lead your launch
Finalize your 5 week intensive
4 . L i v e Y o u r B r a n d
Get into a weekly habit for content
creation
• Start publishing something at least once/week - whether
it’s going live in your group or creating written content
Brand Guidelines Be Brilliant Movement

32. Questions?
kaye@kayeputnam.com
Brand Guidelines Be Brilliant Movement