Plug M.E. N2U Atlanta's premiere branding and marketing firm brand standards book. This guidebook outlines the brand guidelines and standards of the company and helps to define the overall brand strategy, design, and direction of the company. Want your own Brand Book? Learn more about working with me here: http://www.endigorae.com/design

1. GUIDEBOOK
P L U G M . E . N 2 U
B R A N D S O U L

2. CONTENTThis brand standards document
explores the message, visuals,
expression, and execution of
the PLUG M.E. N2U Brand.
1. Brand Positioning
2. Brand Communication
3. Brand Visual Identity
4. Brand Image Style
5. Brand Execution &
Implementation
SECTIONS

3. MOODBOARD
This is the moodboard curated to
represent the feeling and mood of
the brand and to inspire the visual
decisions. Your brand is all about
saving people's businesses through
time tested and proven marketing
and branding channels and aveneus.
The black and white bring a
timeless feel to the brand coupled
with shots of businessmen and
women working together as a
team as well as shots of global
landscapes to tie in the international
feel of the brand. Also images
of an abstract building was added
to highlight the avant garde and
forward thinking nature of the
brand tying in the Creator with the
Ruler & Hero archetypes.

4. BRAND
POSITIONING

5. BRAND
VISION &
VALUES
To control 3/4 of the media and marketing industry. To build
a company that will help grow strong legacies and assure
realities.
CORE VISION
Authenticity, Where there is a will there's a way, The Sky is
the limit, Every moment is a new opportunity to create
something new. Adversity is an opportunity to succeed. Let's
make the world a better place, Feel the fear and do it
anyway. Mastery in service of a better world. Create a
prosperous and successful community.
CORE VALUES
Our client''s companies or brands would be an industry leader
or a strong competitor. We help our clients set the
standards and raise the bar daily in their respective industries.
We never settle until our clients are successful. Because of
our high standards our clients will not desire to leave our
care.
BRAND WONDERLAND
To help our clients transport their dreams to the Dock of
REALITY.
BRAND MISSION

6. BRAND
POSITION
STANDARD
We offer innovative and premium Brand, Marketing, and PR
services for small to medium businesses, organizations, and
personal brands.
CORE IDEA
To be able to develop a creative way to expose our clients'
brands and develop stability. visibility and reliability. All while
increasing their bottom lines..
GOALS
We solve the problem of visibility plus help increase its brand
recognition. We also increase the company or brands
revenue. We are a one stop shop and we have a personable
approach with our clients as we want to see them grow and
succeed with their marketing and branding efforts.
HOW YOU ARE DIFFERENT
We help clients become visible in places they could had
trouble reaching before as well as helping them to spread
their message and impact, connect with their right
customers, and increase their overall revenues for their
businesses.
RESULTS DELIVERED

7. BRAND
PERSONALITY
The company's personality is built from very complimentary
archetypes. Strength, Elegance, & Organization on one side and
Innovation, Expansion, and Dream Manifestation on the other.
Our goal is to help personal brands, small and medium sized
businesses, and organizations to clarify and polish their brand,
increase their brand visibility, and increase their businesses
revenues. This in turn allows them to turn their dreams for their
lives and businesses into a reality. We do this by giving them the
necessary tools to sharpen their mindsets and elevate their
brands.
We are motivated by a desire to create a bridge for those who
desire to walk across it and catapult their visions into the world.
We are driven by a sense of responsibility to our client's success
because we know that their success is our success and allows us to
be the legendary juggernauts in the industry.
When our ideal clients encounter our brand the feel confident,
motivated, empowered, self-aware, and equipped to take on the
world.
We are:
- Direct
- Supportive
- High Standards & Live By Example
- Contagiously Confident
- Action Takers
- Aware of Our Power and Reach
- Highly Approachable
- Open-minded to Change.
HERO, RULER, & CREATOR
ARCHETYPES

8. BRAND
POINT OF
VIEW
We live in a world where you can create what you want, and
we believe that in order to be successful you have to work
smart and surround yourself with smart people. When an
opportunity knocks you must be ready and willing to take
advantage of it. We also believe in seeking out opportunities
rather than just waiting for them to come to us.
IN ORDER TO BE SUCCESSFUL YOU
HAVE TO BE AN OPPORTUNIST.
We believe that success is a choice and therefore you can
choose what you want to experience. We choose to align
ourselves with a positive vision of black success and strive to
be the #1 in the industry delivering outstanding results for
our clients. We believe that success is a team effort, and we
choose success over and over again by putting the success
of our clients first.
SUCCESS IS A CHOICE. WHAT WILL
YOU CHOOSE?
We believe that in order to be successful you have to be
willing to work hard to share you gifts with the world. We
believe that dreams come to life through smart and
strategic work ethics. We all have a personal responsibility to
make our dreams a reality and we as a company choose to
act as a vessel to carry others to their dream lifestyles and
businesses..
HARD WORK IS NECESSARY.
To make a dream a reality you have to be willing to do
whatever it takes to realize it. You have to be able to
separate your feelings from your emotions and be able to
use them respectively and strategically. We believe in
following your gut, but always being smart about the risks
and chances we are taking. We know that being the best is a
direct result of being relentless and creating your dreams.
BY ANY MEANS NECESSARY.

9. BRAND
IDEAL
CLIENTS
Before a potential client comes to our business they feel
lost, confused, and generally ready to take their businesses
or brands to the next level. They know they need to market
their business they just don't know how, or the best ways to
go about doing it to gain exposure and increase their
revenues.
EMOTIONAL AVATAR BEFORE
When a client approaches our company they feel motivated,
inspired, and empowered to make the best decisions for
them and their companies as we provide them with the
necessary tools to empower them along with a slew of
custom tailored marketing and brand services that will allow
them to elevate their brands and increase their ROI.
EMOTIONAL AVATAR DURING
After a client leaves our care they are a more establish
brand in their industry, their revenues and reach have
exponentially increased, and they are able to create a legacy
for themselves and their families through the work they do
in the world. They are empowered, powerful, impactful, cash
rich, and more inspired and able to continue to grow their
businesses. They essentially then decide to stay with us for
the long term management of their brand's assets and
company's marketing and branding needs.
EMOTIONAL AVATAR AFTER

10. manifesto
POWER UP YOUR
BRAND TO LIVE
YOUR DREAMS

11. BRAND
UNFAIR
ADVANTAGE
Your unfair advantage is that you've helped clients increase
their brand clarity, visibility, and equity which in turn allowed
them to increase their revenue. You act as a one stop shop
for your clients giving them not only the brand, marketing,
and pr services that you provide but also backing it up with
any mindset support and encouragement through
motivating your clients to get the results they desire.
You also have a strong but small team that can help you
deliver the results that your clients are looking for. Because
you are invested in your client's success you offer only what
they need and no extra fluff making sure that they are
getting their return on investment in time and money.
The company is driven, supportive, and able to deliver on it's
promise to your clients.
WE CARE ABOUT OUR CLIENT'S
SUCCESS.

12. BRAND
COMMUNICATION

13. BRAND
TONE OF
VOICE
From your brand should sound direct, motivational, and
inspirational. You'll want your brand communication to
always be moving your client forward in taking the next step
to elevate their brands and businesses. You want to move
your clients into action by giving them the necessary
information and tools to make the right decisions for their
businesses and the mindset piece to help them follow
through on their commitments.
Examples should include client success stories and real-life
stories from your own life as a business owner to help open
the eyes of your clients to what is possible for them.
You'll sound:
- Confident but level-headed
- Direct but not harsh
- Optimistic and Visionary but practical
- Approachable but professional
- Helpful but not enabling
- Smart but not all-knowing
- Motivational but with substance and poise
CONTENT & COMMUNICATION
To make the best decisions for themselves, we don't act as
their guru, therapist, or mother. But we honor their journey
and commitment by giving them what they need when they
need it. We also lift up and elevate our clients and highlight
their successes and wins. We also want to have fun and
show that success is hard and smart work, but also fun and
attainable.
WE WANT TO GUIDE OUR CLIENTS

14. BRAND
WORD BANK
& EXAMPLES
- Make it happen
- Believe in your dreams and visions
- Work hard and take risks
- Success takes time and persistence
- Be creative, innovative, and strategic
- Create your legacy
- Motivation
- Driven
- Powerful
- Courage
- Achieve
- Confidence
- Mastery
- Stability
- Reliable
- Money/Prosperity
- Success
- Focus
- Increase your impact
- Power up your brand
- Growth and expansion
- Make your dreams a reality
WORDS & PHRASES TO USE IN YOUR
COPY AND BRAND EXPRESSION

15. BRAND
TAGLINE &
HEADLINES
OTHER OPTIONS
We Bring Your Dreams To Life
Elevate your brand
POWER UP YOUR BRAND

16. BRAND
BIOS
PLUG M.E. N2U helps brands and businesses catapult and
grow so that they can bring their dreams to life and leave
amazing legacies.
SUPER SHORT (SOCIAL BY LINE)
PLUG M.E. N2U is a leading marketing and branding agency
for personal brands, small and medium businesses, and
organizations who are ready and able to grow their
businesses exponentially. We believe that your dreams can
become a reality with a clear vision, smart work ethics, and
passion for what you do. With us on your team you are
surely able to create the legacy and freedom that your
business can ultimately provide for your desired lifestyle.
MEDIUM (PROFILE BLURB)

17. BRAND
STORIES
Your catalyst story is when you got fired from your bank job
as a top sales guy all while starting your own show and
marketing firm. Realizing that another man had your destiny
in his hands, and recognizing that you've always wanted to be
the owner of your own destiny.
TRANSFORMATION/CATALYST STORY
Your why story is that you've always realized that people
came to you for the answers and to help them launch their
dreams (Hero archetype), and so you felt a calling and duty
to help other's realize their dreams.
WHY STORY
Share your outlook on life and your startup stories with the
various ventures that you've started. Share examples of the
"wins" you've had and how your persistence and
determination paid off. For instance helping other's start
their businesses or grow their reach - helping other's
succeed.
HUMAN ELEMENTS
Share your client success stories, testimonials and case
studies. These pieces will become a major factor in being
able to enroll more high quality clientele as you will be able to
show the proof behind the work that the company does.
Build it into your process to collect testimonials, marketing
data, and create case studies after a client works with the
company. Also collect testimonials that showcase the client's
before, during, and after experience and results before
signing onto the company.
CLIENT STORIES

18. BRAND
CONTENT &
STRATEGY
Give potential clients information and useful strategies and
practical guidance through blog posts, videos, emails, and
downloadable pdfs that show them "how to" get started with
marketing, what they should have in place before hiring a
marketing and branding agency, what to consider before
hiring an agency, and specific steps to help them take action
before they begin to work with the company, as they are
working with the company, and after they work with the
company.
TOOLS & STRATEGIES FOR WORKING
TOGETHER
Share your values around succeeding in business and invite
and motivate personal brands and small businesses to up-
level their mindset and work ethic for being able to realize
their business dreams.
MINDSET FOR WORKING TOGETHER
In the brand communication plan cover topics related to the
importance of your clients being able to create the lives they
desire and being able to leave a legacy for their families and
loved ones.
LEAVING YOUR LEGACY
Create a weekly or bi-weekly newsletter that includes blog
posts, a podcast, and/or video's that educate clients on how
to excel in their branding and marketing efforts in their
businesses as well as position the company as the 'go-to'
expert an all things branding, marketing, and pr.
POWER UP YOUR BRAND WEEKLY

19. BRAND
OFFERINGS &
PRICE
POSITIONING
- Social Media Campaigns
- Product Launches
- Digital Lead Generation
- Digital Lead Nurturing (content strategy, creation, and
marketing)
- Email Marketing
- SEO (google, yelp, yahoo, msn)
- Traditional Advertising (cars, buildings, billboards, etc..)
- 90 Day Marketing Plans
MARKETING SERVICES
- Brand Strategy (brand discovery process, brand book
creation, brand strategy and implementation planning)
- Visual Design (flyers, logos, magazine designs, brochures,
ebooks, websites, and business cards)
- Brand Story Videos (commercials, promos, and employee
on-boarding)
- Brand Photography (product photos, company photos,
customized stock photos, personal brand photos)
BRANDING SERVICES
- Radio Monthly Features
- Press Releases & Kits
- Planning & Placement In Media Outlets
- Print Monthly Magazine Features
- TV Placements
PR SERVICES
SERVICES ARE BOTH INDIVIDUALLY
PRICED & CAN BE INCLUDED IN A
CUSTOMIZED MONTHLY RETAINER

20. BRAND
VISUAL IDENTITY

21. BRAND
LOGO
Feels powerful, elegant, clean, forward thinking, and classic.
The lion is the perfect representation of the Hero and Ruler
archetypes in the brand personality, and the design gives it a
masculine/savior feel coupled with the well balanced clean
fonts to bring out the timeless feel of the brand.
The logo and the initials can be used as a watermark when a
smaller mark is needed.
YOUR VISUAL IDENTITY LOGO
P L U G M . E . N 2 U
P O W E R U P Y O U R B R A N D
P L U G M . E . N 2 U
P O W E R U P Y O U R B R A N D
P L U G M . E . N 2 U
P O W E R U P Y O U R B R A N D
P M 2 U

22. BRAND
PRIMARY
COLORS
Your Primary Brand Colors are a mix of Hero and Creator
with a hint of Ruler with the golden yellow. The teal
represents trustworthiness and creativity. The red and
yellow evokes the Hero and sense of urgency, strength, and
action.
HERO, RULER, & CREATOR ARCHETYPES
#339989
#b80c09 #ffc857
60%20%60%20%
60%20% 80%40%

23. BRAND
SECONDARY
COLORS
Your secondary brand colors have been chosen to give your
primary brand colors depth and a sense of timelessness. The
deep blue evokes a sense of community and camaraderie
(Ruler). While the neutral grey and white gives some
balance with the more saturated and bold colors and evokes
simple elegance, rulership, and kingdom.
HERO, RULER, & CREATOR ARCHETYPES
#090446
#ccc5b9 #d8e2dc

24. BRAND
TYPOGRAPHYThe font used in the vast majority of your communication is
Sifonn & Venti CF Light. If those fonts aren't available,
Proxima Nova, Nexa, or Source Sans Pro are good
alternates. These are very modern and clean fonts and will
keep the look and feel of the brand consistent. The san serif
font (Glacial Indifference) will be used sparingly as an
accent.
HEADLINES:
SIFONNABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()
BODY: VENTI CF LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()
ACCENT: GLACIAL INDIFFERENCE BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
!@#$%^&*()

25. BRAND
FONTS IN
ACTION
HEADER 1: #339989
BODY: #000000
HEADER 2: #ffc857
ACCENT: #090446
LINKS: #b80c09
HEADLINE SPACING: 20-30% or 100pt
HEADLINE
LEVEL 1THIS 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 1
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

26. BRAND
IMAGE STYLE

27. BRAND
IMAGE DO'S
When choosing images for your brand, pick ones like these.
USE THESE TYPES OF IMAGES FOR ALL
BRANDING MATERIALS
Extremely high quality stock photos or real photos
of people working together in a business setting.
Abstract and avant-garde photos that showcase a
global setting, and forward feel with the owner.
Black and white images of professionals and
abstract modern buildings
Sweeping landscape images of cities, skylines, and
nature in juxtaposition to the "sky is the limit" feel
Images of clients in amazing settings or doing amazing
things. Great portrait shots or stock photography of
clients at work or traveling.
High quality photos of the company, team, or clients
Images or textures of gold or bronze to compliment
the company logo and the high prestige of the
company.
Vector graphics that have a clean, global, and
modern representation and feeling

28. BRAND
IMAGE
DONT'S
When choosing images for your brand, avoid ones like these.
DON'T USE THESE TYPES OF IMAGES
FOR BRANDING MATERIALS
Cheesy or low quality stock photos
Outdated or whimsical graphics that are off brand
Poor quality selfies (reserve this for your personal
social accounts - not the company's)
Cutesy vector illustrations that don't align with the
company's archetypes or mission
Off brand designs, imagery, or quotes The company's old logo or branding - let's align and
update everything to be cohesive and current
Random candid photos of clients. Make sure client
photos look professional - otherwise use high quality
stock photos to represent the brand
Mix-match designs, promotional graphics of client
materials being used on the company's social profiles,
and outdated designs.

29. BRAND
SAMPLE
GRAPHICSTHESE SAMPLES SHOW HOW THE
BRAND IMAGES, FONTS, AND COLORS
CAN ALL COME TOGETHER.
P O W E R U P Y O U R B R A N D
PLUG M.E. N2U
Sample facebook profile
Sample social graphics
SUCCESS IS A
CHOICE. SO
WHAT DO
YOU
CHOOSE?
WWW.PM2U.COM
IF YOU CAN
DREAM IT
YOU CAN DO
IT.
WWW.PM2U.COM
P O W E R U P Y O U R B R A N D
PLUG M.E. N2U
Sample email header
WEEKLY

30. BRAND
WEBSITE
MOCKUP
CALL TO ACTION BUTTONS: #339989 or #b80c09 &
Sifonn font
SECTION BACKGROUNDS: Abstract images of buildings
or global landscapes like cities or high quality images of
people working together in a corporate setting (but not too
stagnant or stiff feeling).
HEADERS: Sifonn
WEBSITE APPLICATION EXAMPLE

31. BRAND
EXECUTION &
IMPLEMENTATION

32. BE YOUR
BRAND
Use the new colors, fonts, logos, imagery types, and graphics to
update all of the brand's touch points.
IMPLEMENTATION
& ACTION STEPS
UPDATE THE COMPANIES
WEBSITE AND EXISTING DESIGNS
AND SOCIAL PROFILES
I'd love to see Milton and staff in a professional surrounding as
reflected in the image do's section. Looking authoritative, professional,
expert-like, and in alignment with the brand colors and look and feel.
SCHEDULE A COMPANY
PHOTOSHOOT
On the services pages be more detailed and specific with what each
service entails. On the homepage you can link to each respective
section of the services as follows: marketing, branding, and pr. Talk
about the process that the clients are taken through. Take a
prospective client through an example project or working relationship
so that they are confident in moving forward with the company. Also
add relevant free content or trainings to the site so that potential
clients know what to expect and what things to consider before hiring
the agency.
CLARIFY YOUR SERVICE
OFFERINGS & CREATE VALUABLE
CONTENT
Beyond testimonials build in a process to track and capture your
client's "before" and "after" states. This will be powerful data that you
should leverage to prove your impact and effectiveness.
CAPTURE & SHOWCASE CLIENT'S
RESULTS

33. BE YOUR
BRAND
IDEA ENEMIES
ADVERSARIES NOT TO DO LIST
WE ARE NOT
- Working with those who want instant gratification
- People with negative surroundings and outlooks on life
- Settle for mediocrity
- Martyrdom, charity organization, savior without strategy
- One size fits all solutions - (we provide an array of options
but are strategic with giving clients those that meet their
needs and overall objectives.)
1. A promotion company
2. An advertising company
3. We are not your 2nd choice
4. A "quick fix" option
5. A "band aid" solution
- Over promising or not being able to deliver results
- Jeopardize the integrity of the company to work with a
client
- Working hard, smart, or strategic
- Give one-size-all solutions to clients
- Try to be the hero for everyone who needs our services,
only work with those who are able to invest in themselves
and their businesses

34. QUESTIONS?
Brand Strategy & Design by
Rachael Alexander
support@endigorae.com