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1. BRAND BOOK

2. CONTENTS This brand standards document
explores the message, visuals, and
expression of your brand.
Brand Message
Design & Visuals
Words & Content
Live Your Brand
BRAND GUIDELINES VickyKNEE

3. MO OD BOA RD
The moodboard was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. The colours
are strong yet
comfortable. The
textures are a little messy
and organic. This
contrast is an important
part of your brand
message. You take care of
people, and you do it
with tough love.

4. Brand
Message

5. POSITION
CORE IDEA
To help recovering people pleasers rediscover their
enthusiasm, confidence, and vision for their work.
YOUR GOAL
To launch your brand and business to your ideal
client, and build your consultancy business through
consistent leads.
HOW YOU ARE DIFFERENT
With your wide variety of work and life experiences,
you’re able to help you clients from a variety of
perspectives. You offer tons of tough love, practical
solutions, and resources they can use right now. You
give people clear starting points and steps to get
where they want to go.
THE END RESULT
Through 1-on-1 work with you, your clients will
rediscover their reason for getting out of bed each
morning. They will return to work with a renewed
enthusiasm and vision for their impact.
BRAND GUIDELINES VickyKNEE
Brand Message
1

6. PERSONALITY
CAREGIVER & HERO
PERSONALITY ARCHETYPE
Your brand’s mission is to create a safe and
structured place for recovering people pleasers to
reclaim their confidence in their work.
The interesting mix of Caregiver & Hero means that
you give lots of love, but tough love. You create a
safe place and you also set lots of boundaries
around your work. You are not a business charity.
You have a sense of purpose and value.
When they encounter your brand, your audience
FEELS: renewed, cared for, motivated to do better,
hopeful, accountable, “regrouped,” capable.
You are:
Honest
Loyal
Punctual
Thoughtful
Direct
Practical
Reasonable
Tough
BRAND GUIDELINES VickyKNEE
Brand Message
+
1

7. POINT OF
VIEW
MANY PEOPLE LOSE THEIR SENSE OF
PURPOSE. IT’S UP TO US TO KEEP RENEWING
IT.
Whether you are a recent retiree or a solopreneur who’s
been “at it” for a while, it is natural to lose course and
direction over time. When you start to feel aimless or
unmotivated, it’s time to revisit your reasons why you love
the work that you do.
TOUGH LOVE IS FIERCE LOVE
While coddling and over-accommodating works for some
people, recovering people pleasers need a structured place
to reclaim their own boundaries and confidence in life. I
offer the tough love necessary to make this happen.
PRACTICAL AND RESOURCEFUL ARE MY
MIDDLE NAMES
When some people only offer ideas and motivation, my
mantra has always been to push up my sleeves and get to
work. I dig deep with my clients and offer them tools to do
the same. Everything we do together is practical and
applicable to their daily life.
BRAND GUIDELINES VickyKNEE
Brand Message
1

8. I give recovering people pleasers a structured
& safe space to reclaim their enthusiasm,
vision, and zest for life.
UNIFYING IDEA

9. UNFAIR
ADVANTAGE
YOUR ‘UNFAIR
ADVANTAGES’ ARE:
You’re a survivor. You’re scrappy. When
work gets tough, you get tougher. You
find ways around the “impossible.” You get
work done. Instill these same ideas into
your clients.
Your own journey from pleasing others to
drawing your own lines in the sand will
inspire others that they can do it too.
You tell it like it is. Your ability to cut
straight to the truth will command
respect from your clients.
BRAND GUIDELINES VickyKNEE
Brand Message
1

10. Design &
Visuals

11. LOGO
Visual Identity
Your main logo is a mix of the
messy Yorkshire script and the
quirky *yet strong* Pier Sans
fonts. The secondary mark can
be used as a watermark on
images, your business card,
and other applications.
BRAND GUIDELINES VickyKNEE
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12. COLOURS
Visual Identity
Your brand colours walk a line between
being bold and unapologetic but yet
natural and comfortable. The same
balance that is in your personality is
personified by these colours. The burnt
orange is energetic and demands
attention. The blues are strong and
sturdy. (Representing your Hero
Archetype) The browns and taupe
balance the palette with a homey
comforting feeling. (Alluding to your
Caregiver Archetype.)
#E07E5C
20% 40% 60% 80%
#192A3A #3D6571
BRAND GUIDELINES VickyKNEE
#9D6A59 #F1DBC4
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13. PATTERNS
Visual Identity
The patterns and textures used for your
brand are organic and natural. When
possible, a recurring visual theme of
concentric circles or pointing towards the
middle will be used to communicate the
re-discovery process you help your clients
through.
BRAND GUIDELINES VickyKNEE
2

14. TYPOGRAPHY
HEADLINES: PIER SANS
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Visual Identity
Body: Lora Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The fonts used in your brand are bold and full
of personality. Pier Sans is a quirky and bold
headline sans serif font, which feels strong but
not aggressive. Your accent, Yorkshire Brush
Script, is a bit messy and organic, like your
style. The Lora serif font pulls everything
together with a more established and
trustworthy feel.
BRAND GUIDELINES VickyKNEE
Accent: Yorkshire Brush Script
Abcdefghijklmnopqrstuvwxyz
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.
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 description paragraph. It explains the
purpose of the page and describes the title to the left.
Example
Example
Example
Visual Identity
Main font color: #192a3a
Links: #e07e5c
Bullets are marked with a hand drawn
arrow, which complements the other
organic elements in your brand.
BRAND GUIDELINES VickyKNEE
2

16. Image Style

17. IMAGE
DO’S
Visual Identity
BRAND GUIDELINES VickyKNEE
Nature images that are a metaphor for your
work (walking a path, seeing the light
through the trees, a new dawn.)
Natural and organic textures, especially
aged wood
Everyday moments that show your
own enthusiasm for work and life
Nature images that feel like “home” to you.
They add a sense of comfort to your brand.
When choosing images for your
brand, pick ones like these.
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18. IMAGE
DON’TS
BRAND GUIDELINES VickyKNEE
People images that are clearly not
your ideal client (too young, too
old, etc.)
Places that are definitely not NL or
Canada
Nature images that are
overwhelmingly green or another off-
brand color instead of blue & brown.
Black and white photos (stick
with colors)
When choosing images, avoid
ones like these.
Visual Identity
2

19. GRAPHICS
BRAND GUIDELINES VickyKNEE
Throughout the brand, hand drawn
elements will be used as accents. Your first
name will be used to “sign” your blog posts.
Visual Identity
2
.

20. Words &
Content

21. TONE OF
VOICE
BRAND GUIDELINES VickyKNEE
Your brand communication should use your “tough
but loving” style that you speak with. Don’t be afraid
to swear, or to call people out on their “stuff.” Just
make sure that you aren’t shaming people or making
them feel bad about themselves… give them a way
out. Use self-depreciating humor to add lightness
into your brand.
You’ll sound:
Frank
Opinionated
Strong
Well-traveled
Not:
Judgmental
Cold
Harsh
Brand Communication
3

22. WORD
BANK
Recovering people pleaser
Rediscover your vision
Set boundaries
Renewed enthusiasm
Practical steps
Line in the sand
Shit show
Focus
Confidence
Regroup
Joy List / Shit List
The person you used to be
Safe space
BRAND GUIDELINES VickyKNEE
Brand Communication
3

23. TAGLINE REDISCOVER YOUR REASON
OTHER OPTIONS:
Set your boundaries. Live your life.
Renew your enthusiasm
Renew. Regroup. Revive.
Focus on your passion again.
BRAND GUIDELINES VickyKNEE
Brand Communication
Your 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.
3

24. STORIES
SURVIVOR LIKE YOU
Tell your own stories of your people-pleasing days
and what you learned from each situation. Make sure
that your clients know that you are “in the trenches”
with them, not some guru figure.
CLIENT STORIES
Share testimonials and case studies from your most
successful clients. Let them tell the world how
amazing you are. :)
PRACTICAL IDEAS
Give clients and potential clients a taste of what
working with you is like by sharing some of your best
exercises and steps to reclaiming purpose and vision
in your life.
BRAND GUIDELINES VickyKNEE
Brand Communication
3

25. Live Your
Brand

26. ACTION
STEPS
CREATE YOUR WEBSITE
Use the new brand fonts, logo, colors, etc to update
all of your brand touch points.
SCHEDULE A PERSONAL BRAND
PHOTOSHOOT
I’d love to see updated headshot of you… looking
authoritative, expert-like, and in your brand colors.
BETA CLIENTS
Identify and offer your services to potential “ideal
clients” that you can hone your process with in return
for feedback and testimonials.
“SHIT LIST” OPT IN QUIZ
Instead of saying THEY are a shit show, have them
identify how many things in their life are on their
“Shit List.” This maintains your brand personality but
shifts the blame from them to their life
circumstances. Even if we are to blame for our own
situations, none of us wants to admit that. :)
BRAND GUIDELINES VickyKNEE
Brand Communication
4

27. BRANDEMIES
IDEA ENEMIES
Take whatever work you can get
You aren’t meant to like your work… that’s
why it’s called work.
NOT TO DO LIST
Over deliver beyond your own set
boundaries
Make people feel bad about their progress
or lack of direction
WE ARE NOT
A guru… you are in the trenches with your
clients, so make sure they know that. It will
add to the authenticity and attractiveness of
your brand.
A charity – you may offer intro and beta
offers, but you have strict guidelines about
when and how much clients pay you for
your valuable work.
BRAND GUIDELINES VickyKNEE
Brand Communication
4

28. Questions?
kaye@kayeputnam.com