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  • brand book

  • 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

  • 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. Theres something magical to me about the Northern Lights. They inspire some of the color and image decisions in the brand.

  • brand message

  • 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 MES SAG E

    #1

  • 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 clients 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 R AND MES SAG E

    #1

  • POINT OF VIEW

    BRAND GUIDELINES KAYE PUTNAM

    B R AND MES SAG E

    Your most audacious dreams are worth working for. Its never easy, but it is SO worth it. You are worth it. If you were waiting for it - Im 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, well 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 peoples 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

  • Your most audacious dreams are worth working for.

    KAYE PUTNAM

    manifesto

  • 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 Im 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 R AND MES SAG E

    #1

  • design / v isuals

  • LOGOVIS UAL IDENT I 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

  • PRIMARY COLORS

    VIS UAL IDENT I 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

  • SECONDARY COLORS

    VIS UAL IDENT I 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

  • TYPOGRAPHY

    HEADLINES: JOSEFIN SANS SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()

    V I S UAL IDENT I 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

    SEC ON D LE VEL HEA DL INES :

    J OSEF IN S AN S SEMI B OL D ABCDEFGH I J KLMNOPQRS TUVWXYZ

    1 2 3456 7890 ! $

    #2

  • 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

    HEADL INE 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.

    V IS UAL IDENT I 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

  • image style

  • IMAGE DOS

    VIS UAL IDENT 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

  • IMAGE DONTS

    VIS UAL IDENT I TY

    BRAND GUIDELINES KAYE PUTNAM

    Other peoples 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

    wouldnt happen in real life

    When choosing images, avoid ones like these.

    #2

  • GRAPHIC SAMPLES

    VIS UAL IDENT I TY

    These Brand Cards will be sent to 1-on-1 clients to help facilitate the discovery process.

    BRAND GUIDELINES KAYE PUTNAM

    #2

  • GRAPHIC SAMPLES

    VIS UAL IDENT I TY

    As often as possible, Ill design my own diagrams and figures to help explain concepts.

    BRAND GUIDELINES KAYE PUTNAM

    #2

  • GRAPHIC SAMPLES

    VIS UAL IDENT I TY

    These samples show how the brand images, fonts, patterns, and colors can all come together.

    BRAND GUIDELINES KAYE PUTNAM

    #2

  • Words / Content

  • TONE OF VOICE

    BRAND GUIDELINES KAYE PUTNAM

    BRAND COMMUN ICAT ION 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.

    Ill sound: Action-oriented Visionary Expansive Affirming Clear and concise

    #3

  • TONE OF VOICE EXAMPLES

    BRAND GUIDELINES KAYE PUTNAM

    BRAND COMMUN ICAT ION WE WOULD SAY Brand Insights

    WE WOULDNT SAY

    Newsletter

    /

    WE WOULD SAY

    Trans