BNB Student: Deborah

Brand Standards MAGNETICMOMS.COM
Magnetic Moms
Brand Standards

CONTENTS This brand standards document
explores the message, visuals, and
expression of…
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand

MOOD BOARD
The mood board was
curated to express the
“mood” of the brand and to
inspire the visual decisions.

BRAND MESSAGE

POSITION
CORE IDEA
Moms do heroic things. Every day. Moms do things no one else
would do. They’re out there overcoming obstacles and getting the
job done. For their kids. Because that’s what moms do! I help moms
creative amazing relationships with their kids. I’m talking about the
kind of relationships where kids eagerly come to moms to talk
about whatever is on their minds. Because kids need strong
relationships with their moms to take on the world!
OUR GOAL
Our goal is to empower moms with the knowledge and skills to
impact their children’s social and emotional growth. Our goal is to
create a community of smart progressive moms all having 30
minute momentous playtimes once a week with their children.
HOW WE ARE DIFFERENT
Our specific audience is moms of kids in the toddlers to preteen
years. We believe it is important to start early and to use a child’s
play for personal growth and parent-child attachment and
connection. We recognize that play is a child’s most natural form of
language and communication. We also believe that parents are
the most natural mentors for their children’s growth. We believe that
children learn best in moments of connected reflection provided in
our unique brand of parent-child playtimes.
01
brand message

POSITION
WHAT WE DELIVER
1. Playtime Power Online program
2. Worksheets and Scripts
3. Mastermind Facebook community
4. Step by step professional support
5. Playtime Power Intensive Live Event
6. 1 on 1 personal play sessions with kids.
7. Personal coaching for moms.
8. Art as adjunct to counseling for teens and preteens.
9. Counseling for individuals throughout the lifespan.
01
brand message

PERSONALITY
THE HERO & SAGE
ARCHETYPE
I want to create a world where moms joyfully share stories of
the wonderful things they’ve experienced and discovered
playing with their kids in special playtimes.
My greatest motivation is to pass on the knowledge and
experience I’ve gained through my parenting journey and
see lives changed as a result.
When they encounter my brand, my audience feels:
empowered, determined, educated and engrossed.
I am: knowledgeable, motivational, direct, progressive, and
smart. I am: brave, protective, strong, direct, curious,
innovative, authentic and independent.
Channel your inner Katniss (Hunger Games) when you
communicate with your audience. Add in some Spock (Star
Trek) moments and remember Spock has his witty moments
too! So let your natural wit shine through.
01
brand message

POINT OF
VIEW
MOTHERHOOD IS AN AUDACIOUS CALLING
Moms are called to empower kids to take on the world with courage and
skill. To do this, moms must observe and understand all they can about
what their kids are experiencing and who they are becoming.
DISCIPLINE IS OVER-RATED
Discipline falls short. It takes more. Moms who exhaust time and energy on
discipline miss a limited opportunity. A child’s best personal growth
happens not in moments of correction but in moments of connected
reflection. Children routinely experience this in my playroom. Child
centered play therapists have been creating these moments with kids for
the past 60 years behind closed doors. Research has proven that when
moms used the trade secrets I use in my playroom, it’s a game changer for
mom and for kid. My brand of 30 minute 1x a week momentous play
times gives mom what she needs to create this dynamic growth
relationship for her and her child.
FREEDOM AND SELF-EXPLORATION
It’s possible to raise kids who don’t need to recover from childhood but
instead are well prepared for life. Kids need to explore who they are in
the world. They need to take risks. They need both freedom and limits to
experiment safely. And they need moments of connected reflection. Kids
need moms with the skills to facilitate growth in play. Both kids and moms
need shared experiences to build lifelong collaborative relationships.
01
brand message

“Most moms are already good
moms. What they need is some
radically new skills to bridge the
communication gap that exists
because moms have LEVEL 80
abilities while kids don’t.”
manifesto
—Deborah Woods, NCC

MY IDEAL
CLIENTS
NEW SOLUTIONS TO OLD PROBLEMS
My ideal client is a mom raising her children who believes
the old ways of doing things as a mom aren’t enough to
raise kids who are equipped to meet the challenges of the
future. Kids need new solutions and it’s up to us moms to
empower them to create those new solutions for
themselves.
RAISING KIDS THAT FLOURISH
My ideal clients are not moms who laugh about how they
hit their kids or believe that hitting, spanking, or other forms
of punishment are what’s needed raise children who
behave themselves. My ideal client is a mom who desires
to raise a kid who doesn’t have to recover from the
mistakes she’s made as a mom
PASSIONATELY COMMITTED
Moms are challenged to preserve the best of the past and
to release what doesn’t serve to make to a better future.
Their heroic journey is about finding ways to triumph
through the challenges and raise kids they’re proud to
claim in public. I would describe my ideal client as
passionately committed to her family, brave even when
she’s afraid, and determined to fight for what’s best for
herself and children. My ideal clients are ready to try
something new even if it requires change.
01
brand message

UNFAIR
ADVANTAGE
You focus your energies on working with moms and kids.
You have a rich depth of experience as a professional
counselor and child therapist. You’ve worked with
hundreds of kids and spent more than 10,000 hours
playing with kids in your unique brand of play therapy.
Your passion and commitment to creating great parent-
child relationships is real. Your enthusiasm is contagious.
You raised a son who has overcome ADHD, social anxiety
and learning disabilities. You have been a mom seeking
therapy for your son and have known the pain of mother-
blaming. Because of that, you bring a deep empathy and
respect for moms into your work.
You live what you teach. You’re not just doing it to do it.
You have overcome incredible challenges and you are a
true hero. Your message comes from your life story. It’s
deeply personal. Share that with your audience!
When you combine all this with your impeccable
credentials and professional training, you stand out from
the crowd.
01
brand message

DESIGN & VISUALS

LOGO
02
visual identity
This logo gives a hero
look!
Magnetic Moms
MM
HELPING KIDS TAKE ON THE WORLD

PRIMARY
COLORS
visual identity
Green for calming, harmony, healing and
growth. Green inspires possibilities. The majority
of people choose blue or green as their favorite
colors. The darker cool green is the primary
color and the lighter, warmer green is the accent
color.
02

SECONDARY
COLORS
visual identity
Black is for text. White is for the
backgrounds. The Egyptian
Blue can be used for accents,
and call to action buttons.
02

COLOR CHART
visual identity
This is my branding color
palette chart.
#393A3F
02
Red: 57
Green: 58
Blue: 63
#8C8C8C
Red: 140
Green: 140
Blue: 140
Sample HEX R: G: B: C: M: Y: K: Pan
Dominant
Action
Light
Dark
Accent #1
Accent #2
ONE Dominant color (Primary color associated with your brand)
ONE Primary Action Color (for calls to action, links and buttons)
ONE Light Color (for fonts and backgrounds)
ONE Dark Color (for fonts and backgrounds)
TWO to THREE Accent Colors (to use in your images and on your website to interrupt your basic color
scheme when you want to accentuate or highlight something special)

PATTERNS
BRAND GUIDELINES MagneticMoms.com
visual identity
Bold messy black on white
circles and triangles convey
a message of modern
connection.
02

TYPOGRAPHY
HEADLINES: FUTURA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
visual identity
Body: Futura Light
1234567890
!@#$%^&*()
Accent: Freeland
1234567890
!@#$%^&*()
Futura for it’s bold lines and
Futura Light for consistency . As
an accent I chose Freeland for
it’s boldness.
Headline: #
Body: #000000
Quote: #
02

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 link that links to another page. It
explains the purpose of the page and describes the title to the left.
•Example
•Example
•Example
visual identity
Short paragraph that explains this
page
Colors:
Headline: #
Body: #
Quote: #
02

ICONS
Oljknmp
visual identity
Icons can be used in web
design to call attention to
specific information. The lime
green accent color provides
a pleasing eye grabbing
choice.
02

IMAGE STYLE

IMAGE
DO’S
visual identity
This is a great. Mom is following her
little one’s play.
This dad is engaged in interactive play
and not taking over!
Imaginative family and happy family play! Imaginative space hero play with
mom in right role, smiling warmly and
not taking over.
02
These are types of images
to be used.

IMAGE
DON’TS
visual identity
While I love the imaginative play here the
photo is too filtered.
Lifting child or having child on back thing feels like
mom’s a jungle gym not the mentor to a hero.
Avoid baby pictures too.
Black and white photo of sad mom, not
playing, no happy kids! Don’t use pictures
showing pain.
Let’s save messy play for high level programs,
not intro level marketing!
02
These are examples of the
types of images not to use.

GRAPHIC
SAMPLES
visual identity
Graphic sample here. Graphic sample here.
Graphic sample here. Graphic sample here.
02
These samples show how
the brand images, fonts,
patterns, and colors can all
come together.

WORDS & CONTENT

TONE OF
VOICE
03
brand communication
Content and communication from Deborah Woods, NCC
and Magnetic Moms should be, authentic and progressive,
not the same old solutions to the same old problems.
Communications should reflect solid practical expertise and
experience to give amazing value and results. The tone of
voice should feel warm and confident without sounding cold
and clinical.
Examples should include real life personal experiences as a
mom and a therapist, not theories. Stories should include
inspirational and achievable possibilities. Include clear and
concise, easy to implement with success, action plans.
You’ll sound:
Empowering
Confident
Relatable
Positive
Strong
Capable
Practical – No Clinical Jargon
Honest not Perfect
Supportive not Patronizing
Direct
Deborah Woods, NCC and Magnetic
Moms brand needs to sound like an
experienced champion who has been
there, done that and won. Here’s how it
should sound…

TONE OF VOICE
EXAMPLES
03
brand communication
WE WOULD SAY
Hey Brave Mama,
WE WOULDN’T SAY
Dear Ma’am:
WE WOULD SAY
With big bold brave love,
WE WOULDN’T SAY
Respectfully,
Keep brand values and personality in
mind when writing content for my brand.
This includes emails, marketing materials,
website, and every other customer
touchpoint.

BRAND NAME
03
brand communication
MAGNETIC MOMS
The brand name speaks to moms as my
tribe. Magnetic conveys that these moms
have something special that sets them
apart from the crowd.

WORD BANK
• Hero’s journey
• Epic adventures
• Hunt the good.
• Don’t go it alone.
• Simple but not easy
• Nothing great ever came easy.
• It takes strength to be compassionate.
• Courage is contagious.
• Hope takes on a life of its own.
• Struggle is a chance to be brave.
• Strength comes from struggle.
• Firm boundaries protect LOVE.
• Courage is found in unlikely places.
• Walk your path with courage.
• Conflict makes the story interesting.
• Luke Skywalker had his Obi-Wan Kenobi. Bilbo had
Gandalf. And your little hero needs you.
• Understand the hero’s journey your child is called to.
• Prepare her even before she’s called to her journey.
• AKA Warrior. Champion. Victor.
• Make the world a better place.
• Heroic purpose
• Generous knowledge
03
brand communication
These are the words, phrases, and ideas
that should be built into copy, course
content, and communications to express
the Deborah Woods, NCC and
Magnetic Moms brand. Keep adding to
this list! Include words and language my
clients actually use.

WORD BANK:
QUARANTINE
• Intake
• Psychological assessments
• Filial therapy
• Avoid long lists of diagnoses
• Clinicians
• Practice includes but is not limited to anxiety,
depression, etc.
• Mindfulness
• Acute care
• Crisis intervention
03
brand communication
These are the words, phrases, and ideas
that should NOT be used in
communications to express the Deborah
Woods, NCC and Magnetic Moms
brand. Keep adding to this list!

WORD STYLE
• Deborah@MagneticMoms.com
• MagneticMoms.com
• 636-795-3155
• Deborah Woods, NCC
• National Certified Counselor
• #PlayTells
• #BeFluentInPlay
• #DecodePlay
• #ReadBetweenTheLines
• #LookCarefully
• #PlaysHiddenMeanings
• #SpeakPlay
• Deborah-Woods.com
• LoveKidsPlay.com
• LoveChildsPlay.com
• EnjoyKidsPlay.com
• EnjoyChildsPlay.com
• #PlayMatters
03
brand communication
This is the style to be used for consistency.
Keep adding to this list!

TAGLINE
Because kids need mentors to help them hone their skills to take on the
challenges that face them in the world every day. The mission is to raise kids
who make the world a better place as they live out their own heroic journeys
with courage and heart. AND will one day take their place mentoring others.
OTHER OPTIONS
Helping kids share what’s on their hearts.
Happy Confident Kids
Empower a new generation.
Empower new generations.
Epic relationships.
Amazing relationships.
Remarkable relationships.
Remarkable connection.
Amazing connection.
Strong connections.
Strong relationships.
Epic connections.
Epic connections that last.
Epic lifetime connections.
Epic lifelong connections.
Great kids. Lifelong connections.
She’s got skills!
Radical. Brilliant. Bold.
03
brand communication
The 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.
Helping kids take on the world.

BIOS
SUPER SHORT (SOCIAL, BY LINE)
I help moms create amazing relationships where kids eagerly come to them
to talk about anything.
MEDIUM (PROFILE, BLURB)
These two sentences explain the headline above. Keep it short, simple, and
succinct.
LONG (ABOUT PAGE)
These two sentences explain the headline above. Keep it short, simple, and
succinct.
03
brand communication

STORIES
LOW TO HIGH
Strategic story developed for webinar.
WHY STORY
I am dedicated to helping kids live happy childhoods because I didn’t.
Turning Point Story from TPS Intensive.
HUMAN ELEMENTS
My raising Ryan stories. “You’re not even a good counselor.”
CLIENT STORY
The story of how Jane came to trust her parents after play therapy following
abuse at an in home daycare.
BRAND VALUE STORY
Abused boy declared in a play session, “Mrs. Deborah, I can handle
anything.”
TEACHING STORY
4th grade David directs Man from U.N.C.L.E. play to make peace with the
class bullies.
03
brand communication
Stories sell. Use them in your client
consultations, marketing, and conversation.
By brainstorming stories that fit each
category, you’ll have a collection that you
can tell over and over again to support
and build your brand.

CONTENT
PLAY
Play is a seriously useful tool that comes in a child’s starter pack of skills at
birth. Kids who play, level up their abilities more quickly than kids who don’t.
MOTHERING
Moms who use the power of play to bridge the communication gap are the
most effective mentors!
COMMUNICATION
Moms and kids have a natural communication gap because kids are born
with LEVEL ONE skills and abilities while moms have leveled up to LEVEL
80.
EMOTIONAL INTELLIGENCE
Moms who tune into their children’s play using CommuniPlaytion help kids
build Emotional Intelligence.
03
brand communication

LIVE YOUR BRAND

ACTION
STEPS
FREE REPORT #1
Prepare my Callan style free report from my Signature Talk.
UPDATE WEBSITE #2
Decide on new website.
SOCIAL MEDIA GRAPHICS #3
Look into using Canva for Work, paid upgrade.
EMAIL LIST #4
Develop email list and autoresponder.
GET SPEAKING ENGAGEMENTS #5
Schedule more speaking engagements like the MOPS groups.
04
live your brand

BRANDEMIES
IDEA ENEMIES
• Inauthenticity of professional distance.
• Appearing too clinical.
• The idea of a quick and easy magic pill.
• Stoic impatience with those who seem not willing
to work for results.
• The traditional clinical mental health behavioral
medicine medical model.
NOT TO DO LIST
•Don’t promise easy bliss.
•Don’t get stoic, arrogant or judgmental.
•Don’t use professional jargon.
WE ARE NOT
•A quick fix for kids or moms
•A mystical transformation
•A traditional caregiver nurturer brand
•A magic pill
•Insurance providers
•Medical model diagnostic focused
04
live your brand

BNB Student: Deborah

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