I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.

1. brand book

2. 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

3. 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.

4. brand message

5. 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 MESSAGE
#1

6. 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
BRAND GUIDELINES KAYE PUTNAM
B RAND MESSAGE
#1

7. POINT OF
VIEW
BRAND GUIDELINES KAYE PUTNAM
B RAND MESSAGE
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

8. Your most audacious dreams
are worth working for.
KAYE PUTNAM
manifesto

9. 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.
BRAND GUIDELINES KAYE PUTNAM
B RAND MESSAGE
#1

10. design / visuals

11. LOGO
VISUAL IDEN TI 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

12. PRIMARY
COLORS
VISUAL IDEN TI 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

13. SECONDARY
COLORS
VISUAL IDEN TI 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

14. TYPOGRAPHY
HEADLINES:
JOSEFIN SANS SEMI BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()
VISUAL IDEN TI TY
Body: Raleway Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
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
SE CON D LE VE L HE A DLI NES :
J OSE FI N SA N S S EMI B OLD
ABCDEFGHIJKLMNOPQRSTUV WXYZ
1234567890!$
#2

15. 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
HEAD LINE L EVEL 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.
VISUAL IDEN TI 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

16. image style

17. IMAGE
DO’S
VISU AL IDEN T 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

18. IMAGE
DON’TS
VISU AL IDEN T I TY
BRAND GUIDELINES KAYE PUTNAM
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

19. GRAPHIC
SAMPLES
VISUAL IDEN TI TY
These Brand Cards will be sent
to 1-on-1 clients to help facilitate
the discovery process.
BRAND GUIDELINES KAYE PUTNAM
#2

20. GRAPHIC
SAMPLES
VISUAL IDEN TI TY
As often as possible, I’ll design
my own diagrams and figures to
help explain concepts.
BRAND GUIDELINES KAYE PUTNAM
#2

21. GRAPHIC
SAMPLES
VISUAL IDEN TI TY
These samples show how the
brand images, fonts, patterns,
and colors can all come together.
BRAND GUIDELINES KAYE PUTNAM
#2

22. Words / Content

23. TONE OF
VOICE
BRAND GUIDELINES KAYE PUTNAM
BRAN D COMMUNICATION 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

24. TONE OF
VOICE
EXAMPLES
BRAND GUIDELINES KAYE PUTNAM
BRAN D CO MMUNICATION 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

25. 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 GUIDELINES KAYE PUTNAM
BRAND COMMUNICATION
#3

26. 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 GUIDELINES KAYE PUTNAM
BRAND COMM UN I CATI ON
#3

27. live Your Brand

28. 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)
BRAND GUIDELINES KAYE PUTNAM
#4
LI VE YO UR BRAND

29. 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
BRAND GUIDELINES KAYE PUTNAM
L IVE YOUR BRAND
#4

30. Questions?
kaye@kayeputnam.com