Brand Strategist Brand Book

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. There’s 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.


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 client’s 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


B R AND MES SAG E

#1

POINT OF VIEW


B R AND MES SAG E

Your most audacious dreams are worth working for. It’s never easy, but it is SO worth it. You are worth it. If you were waiting for it - I’m 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, we’ll 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 people’s 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 I’m 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.


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.


#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.


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


#2

image style

IMAGE DO’S

VIS UAL IDENT I TY


“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 DON’TS

VIS UAL IDENT I TY


Other people’s 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

wouldn’t 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.


#2

GRAPHIC SAMPLES

VIS UAL IDENT I TY

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


#2

GRAPHIC SAMPLES

VIS UAL IDENT I TY

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


#2

Words / Content

TONE OF VOICE


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.

I’ll sound: • Action-oriented • Visionary • Expansive • Affirming • Clear and concise

#3

TONE OF VOICE EXAMPLES


BRAND COMMUN ICAT ION WE WOULD SAY Brand Insights

WE WOULDN’T SAY

Newsletter

/

WE WOULD SAY

Transform your brand.

WE WOULDN’T SAY

Let me help with your brand.

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.

#3

WORD BANK• Brand Insights • In Demand Brand • Discover • Psychology-driven branding • Innate truths (about yourself, your brand) • Audacious dreams • Timeless archetypes • Intuition, instincts • Emotional, gut level • Emotional buying triggers


BRAND C OMMUN ICAT ION

#3

BIOS TITLES

Kaye Putnam, Brand Strategist

LONGER BIO

Kaye Putnam helps clients define their brand

strategy. But really, she helps them see themselves more clearly so they can attract their

ideal clients online.


BRAND COM M UNICAT ION

#3

live Your Brand

ACTION STEPS

REDESIGN WEBSITE Needs to reflect new brand pricing. Funnels to keep brand working while I’m not.

PURSUE PODCAST/SPEAKING OPPORTUNITIES

Hone talking points. Practice story telling. Spread the message far and wide.

RELAUNCH BRAND NEW BRAND COURSE Launch BNB with a live component in Q2 2106. ($795) Create Evergreen sequence for the self-paced version. ($495)


#4

L IVE YOUR BRAND

BRANDEMIES

IDEA ENEMIES • Settling, not growing, not changing • Superficial decisions and arguments • Dishonest magicians, con artists • Sacrificing dreams for other people/

circumstances

NOT TO DO LIST • Focus too much on design • Too much “magic” in content. Content should be

Sage-based. The magic is in the results. • Sell without story. • Focus too much on me as a ‘guru’ or lifestyle

entrepreneur. I’m a conduit of information and change.

WE ARE NOT • For everyone (point of view or price point) • A designer • A guru


L IVE Y OUR BRA N D

#4

[email protected]

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Small Business & Entrepreneurship

Brand Strategist Brand Book