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Personal Brand Consultant Brand Book

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Brand Strategy by http://www.kayeputnam.com

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Personal Brand Consultant Brand Book

  1. 1. Brand Strategy
  2. 2. C O N T E N T S This brand standards document explores the message, visuals, and expression of your brand. 1. Brand Foundation 2. Words & Content 3.. Design & Visuals 4. Live Your Brand Brand Guidelines Be Brilliant Movement
  3. 3. Brand Foundation Brand Guidelines Be Brilliant Movement
  4. 4. Commitment 1 . B r a n d F o u n d a t i o n Core Idea I help professional women release their inner brilliance to build powerful, personal brands through group training, 1:1 coaching, and live events. My Goal To create a brand that’s beautiful and completely in alignment with the Be Brilliant Movement values and goals. To create cohesive content and lead generation with a professionally designed website. Who I Serve I serve professional women ready to transition away from their corporate career and embrace full-time entrepreneurship. My clients are ready to invest in themselves. They value personal growth and believe there’s more in the world they can accomplish. They are ready to “Be Brilliant”. The End Result After working with me, my clients show up more powerfully in both business and their personal lives. They have clarity. They are confident. They show up more brilliantly to the world by sharing themselves more fully. They shine. Your Brand Commitments are the basic building blocks of your business: who you serve and the value you provide to them. Brand Guidelines Be Brilliant Movement
  5. 5. Context The Context of your brand is the world that you operate within. It communicates your position in the market. It also takes into account the cultural context your brand operates in and the movement you want to create. 1 . B r a n d F o u n d a t i o n How You Are Different I’m a natural story teller. It’s instinctual for me to influence and inspire others. This shines through in my gift of relating my own personal stories to my client’s struggles, questions, hopes, and desires. My vast experiences in life (childhood, hardships, careers, transitions) all provide credibility to my clients that I can relate to their situations. Furthermore, these experiences give me credibility to challenge my clients to move past the obstacles and find the brilliance within. Vision For Future I’ll build a network of professional women that believe there’s more to their career than what they are currently doing. I’ll inspire them to have the faith and courage to begin their journey into entrepreneurship. They confidently release their inner brilliance to the world and magnetically draw in their perfect clients with a brand that shines. Their businesses are thriving, as are their lives. Brand Guidelines Be Brilliant Movement
  6. 6. Character The Character of your brand is the core of your brand identity. It explains how you show up in the world, what motivates you, and what draws people to you on an unconscious level. The character of your brand is what creates an emotional relationship with your ideal clients/customers. 1 . B r a n d F o u n d a t i o n Magician & Explorer Personality Archetypes My Magician Brand Personality shines though in my branding through my values and goals. I help my clients come out of hiding and let their true strengths shine through to the world. I know God has a path for my clients’ lives and I help them focus on discovering that brilliance from within. My Explorer Brand Personality shows up in my language for escaping society’s expectations and limiting beliefs to discover one’s own truth. When they encounter my brand, my audience FEELS: inspired, awakened, thoughtful, understood, and ready. I a m : • Inspiring but not unrelatable • Faithful, but not “woo” • Friendly, but not soft • Charismatic, but not arrogant • Passionate, but not unrealistic Brand Guidelines Be Brilliant Movement
  7. 7. Character The Character of your brand is the core of your brand identity. It explains how you show up in the world, what motivates you, and what draws people to you on an unconscious level. The character of your brand is what creates an emotional relationship with your ideal clients/customers. 1 . B r a n d F o u n d a t i o n Point of View Everyone has brilliance within them We are all born brilliant. Sometimes, we just need a little help digging deep enough to discover our true brilliance we should share with the world. Beliefs drive behavior.
 Your beliefs shape who you are - they steer your actions, drive your behavior and are the framework for your life’s purpose. Courage will always be rewarded.
 Always strive to live the life you truly desire. Never settle. You will be rewarded for your courage. Your passion will show and success will follow. There are patterns in the universe.
 There are universal truths and timeless patterns everyone can use to connect on a deeper level. In branding, these patterns and themes are demonstrated through archetypes. Brand Guidelines Be Brilliant Movement
  8. 8. M a n i f e s t o Live the life you were created to live. Brand Guidelines Be Brilliant Movement
  9. 9. Credibility The final ‘C’ of your Brand Foundation is your Credibility. These are the reasons why people choose you over other options in the market. They are your “proof points” and “reasons to believe.” 1 . B r a n d F o u n d a t i o n Your ‘Unfair Advantages’ Are: I am a great teacher: I have a deep desire for my clients to discover their brilliance and let it shine. I know it’s there, no matter how deep it’s buried, so all clients will get results working with me. I dedicate myself to understanding their brilliance and provide the clarity they need to move forward with their goals. My personality: I’m warm, friendly, and fun. But, that doesn’t mean working with me is easy. I don’t hold back. I provide honest feedback to my clients, but my delivery is inspirational, not discouraging. This encourages my clients to face their reality and embrace what’s needed to create their successful and sustainable brand. My timing: I work with female entrepreneurs *before* they have committed to the title full-time.  There's steep competition for business coaches of full time entrepreneurs.  But where I set myself apart is working with part- time entrepreneurs to help them realize their brilliance, strength, and confidence to take that final step to full-time entrepreneurship.  Because of this, I work with clients before they would even consider hiring possible competition. Brand Guidelines Be Brilliant Movement
  10. 10. Words & Content Brand Guidelines Be Brilliant Movement
  11. 11. Tone Of Voice My brand communication will be inspirational and captivating. I help my audience realize the brilliance they have hidden within. I captivate them by describing what their lives can look like when they follow the path that was created for them. I inspire them to discover that freedom for themselves. The content and messages used in my brand will be rich with emotional and powerful personal stories of transitional points in my own life. I w i l l s o u n d : • Knowing • Assured • Encouraging • Aspirational • Credible • Warm A n d N o t : • Unbelievable • Pushy • Tactical • Inaccessible W o r d s & C o n t e n t Brand Guidelines Be Brilliant Movement 2 .
  12. 12. Word Bank • Be Brilliant • Escape • Courage • Inspiring • Blessing • Intensive • Transformational • Define yourself • Discover your brilliance • Come out of hiding • Live the life you were created to live • Faith • Make magic • Freedom • Be the light • Awaken • Greatness • Compelling • Shine • Universal patterns Brand Guidelines Be Brilliant Movement W o r d s & C o n t e n t 2 .
  13. 13. Stories from my child hood I’ll share what my childhood was like - stories of my siblings, my neighborhood, and my education. I’ll share these stories to inspire others to live their brilliance out loud. No matter what background you come from, you have a power within you to be successful and live the life you want. Never let anyone tell you you’re not enough. You are exactly who you need to be to live the brilliant life God created for you. My path from corporate to entrepreneurship My career path has not gone smoothly, but that’s ok because it’s what led me to understanding God’s purpose in my life. I have a variety of stories that let me to creating the Be Brilliant Movement. I’ll share it all. From being fired to working within companies that had values that didn’t match my own. I’ll share experiences in positions I loved and how they perfected the skills I needed to fulfill my true calling. Powerful historic figures
 I’ll also tell stories from woman in history that demonstrate the courage and confidence my ideal clients aspire to have themselves. I’ll use these stories to give my audience the strength to take action in their own lives. Stories Brand Guidelines Be Brilliant Movement W o r d s & C o n t e n t 2 .
  14. 14. Content Themes • Mindsets - I’ll write content describing where my clients are currently and what mindset they need to develop before hiring me. • Personal Stories • Universal themes or patterns I recognize in life and in my audience Use these themes as starting points for any content you begin writing for your website. Always relate your blog posts or social media posts back to themes that are “on brand” for you. I m p o r t a n t : Brand Guidelines Be Brilliant Movement W o r d s & C o n t e n t 2 .
  15. 15. Design & Visuals Brand Guidelines Be Brilliant Movement
  16. 16. Moodboard 3 . D e s i g n & V i s u a l s The moodboard was curated to express the “mood” of the brand and to inspire all visual decisions. Your colors are strong yet feminine. Your brand will have a soft approach as shown in the intimate images of women in these photos. The gold and the falling lights emulate your magician personality. Brand Guidelines Be Brilliant Movement
  17. 17. 3 . D e s i g n & V i s u a l s Colors Brand Guidelines Be Brilliant Movement
  18. 18. Typography Your font scheme is high end yet still accessible. You don’t have fonts that are too formal - instead they demonstrate high value from a relatable source. 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  19. 19. This is a description paragraph. It explains the purpose of the page and describes the title to the left. H e a d l i n e L e v e l 1 1. Example 2. Example 3. Example 4. Example 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. H e a d l i n e L e v e l 2 • Example 1 • Example 2 • Example 3 • Example 4 “This is a quote from a very impressive person.” 
 I M P O R TA N T P E R S O N Fonts In Action 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  20. 20. Logo Your logo exudes a sense of strength and freedom. The fonts in your logo are bold and unapologetic - just as your clients should be in their lives. The bird in your logo symbolizes breaking free from the mindset that’s holding your clients back. It encourages them to “take flight” and discover the freedom they were meant to experience. 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  21. 21. Stamp/ Watermark 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  22. 22. Patterns The graphic styles used in your brand symbolize your client’s brilliance shining through in their lives - both personal and professional. Use imagery that plays with it’s focus on lighting - whether with lanterns, lights or stars or by utilizing imagery with bokeh effects 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  23. 23. Image Style Brand Guidelines Be Brilliant Movement
  24. 24. Image Do’s When choosing images for your brand, pick ones like these. Images of yourself outside Night scenery with focus on bright light shining or stars Strong, professional women 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  25. 25. Image Dont’s When choosing images, avoid ones like these. Photos of women that aren’t connected to career Anything too corporate Black and white photos - or any muted coloring 3 . D e s i g n & V i s u a l s Brand Guidelines Be Brilliant Movement
  26. 26. 3 . D e s i g n & V i s u a l s Sample Designs Brand Guidelines Be Brilliant Movement
  27. 27. 3 . D e s i g n & V i s u a l s Sample Designs (Social) Brand Guidelines Be Brilliant Movement
  28. 28. 3 . D e s i g n & V i s u a l s Sample Content Brand Guidelines Be Brilliant Movement
  29. 29. Live your Brand Brand Guidelines Be Brilliant Movement
  30. 30. Idea Enemies Brand Enemies 4 . L i v e Y o u r B r a n d • I can’t leave my 9-5 job to run my business full time • I don’t have anything special to share with the world • My current job is good enough • Content that’s too tactical • Topics that can’t be related back to personal experiences • Push too much for the sale Not to do list • A therapist • A spiritual guru • An enabler I am not Brand Guidelines Be Brilliant Movement
  31. 31. Create Website (Together) Action Steps • Use the content, words, and design from your Brand Book to stay “on brand” while creating your new personal brand website Get professional personal photos taken • Finalize the details for your 5 week branding intensive training to lead your launch Finalize your 5 week intensive 4 . L i v e Y o u r B r a n d Get into a weekly habit for content creation • Start publishing something at least once/week - whether it’s going live in your group or creating written content Brand Guidelines Be Brilliant Movement
  32. 32. Questions? kaye@kayeputnam.com Brand Guidelines Be Brilliant Movement

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