Blogging in Balance Brand Standards

CONTENTS
This brand standards document
explores the message, visuals, and
expression of the Blogging in Balance
brand.
1. Brand Message
2. Design & Visuals
3. Words & Content
4. Live Your Brand
BRAND GUIDELINES 1 BLOGGINGINBALANCE.COM

MOODBOARD
In the mood board, I
wanted to capture the
environment that your
audience is working in -
from home, on a laptop. I
pulled in some strong
navy inspiration and
balanced it out with some
subtle gold accents and
warm neutral tones.

POSITION
CORE IDEA
Blogging in Balance helps women transition to making a
consistent income through their blog.
OUR GOAL
We want to empower women to overcome the overwhelm
and perpetual learning process to take action on their most
audacious goals.
HOW WE ARE DIFFERENT
We are not an intro to blogging course. We help our people
transition from blogging for fun to blogging for proﬁt. We are
also not another “course.” We help people take action on
what we teach them.
WHAT WE DELIVER
We are a membership website that oﬀers training courses
and community.
01
BRAND MESSAGE

PERSONALITY
HERO PERSONALITY ARCHETYPE
We want to help people take action towards their
greatest goals. We empower them overcome the
roadblocks in their way so THEY become their own
biggest hero.
Our greatest motivation is to help others achieve
their goals.
Our audience FEELS: Inspired, strong, “I can
overcome this challenge with massive action,”
empowered, determined, motivated.
We are:
• Direct
• Conﬁdent
• Clear
• Motivational
• Disciplined
• Strong
• Helpful
Channel your inner Katniss (Hunger Games) or
Kahleesi (Game of Thrones) when you communicate
with your audience.
01
BRAND MESSAGE

POINT OF VIEW
HARD WORK IS NECESSARY
The best plan in the world isn’t going to get you anywhere if
you don’t put it in action.
IT’S NOT ALL SUNSHINE AND RAINBOWS
You probably won’t love every part of your job. There will be
times when you want to quit. It’s a normal part of the journey,
so expect it and be prepared to work through it.
SUCCESS IS DIFFERENT FOR EVERYONE
It’s OK if you want to work part time and earn a part time
income. It’s OK if you aren’t striving to be the next 6-ﬁgure
success story. Repeat after me: It is OK.
GO IN THE RIGHT DIRECTION
Hard work and perseverance isn’t everything. You need to be
going in the right direction to get the results you are looking
for.
CONSISTENCY IS SEXY
What most people don’t want to acknowledge when they are
inspired by an “overnight success” is that that person has
been working their tail oﬀ for the last 10 years to get there.
Consistent action wins.
01
BRAND MESSAGE

Consistent action & growth
beats ﬂash-in-the-pan success
every day of the week.
manifesto

LOGO
02
VISUAL IDENTITY
Your logo “feels” in balance
with the lines creating the
rectangle shape. The font,
Josefin Sans Bold, is very
clear to read. The color
overlay can be changed to
contrast with the
background. The B/B
monogram can be used as
a watermark when a
smaller mark is desired.

PRIMARY
COLORS
02
VISUAL IDENTITY
These are the primary colors
we want your brand to be
known for. A strong blue
fits your “Hero” brand, and
the bright gold and teals
should be used as accents.
#3f4d64
#d8dbe0 #b2b7c1 #8b94a2 #657083
#9ed4c3 Gold Clipping Mask
#d8ede7 #8cbfaf 20% 60%

SECONDARY
COLORS
02
VISUAL IDENTITY
The secondary colors of
your brand should be
used as background &
font colors.
#f3e4cb #faf6f1 #ffffff
#53585f #a7aaa9 #e1e2e1

PATTERNS
02
VISUAL IDENTITY
I chose the patterns and
textures here to accent your
brand. They both fit your
color palette beautifully with
their hints of gold mixed
with the cool blues and
warm whites.

TYPOGRAPHY
HEADLINES:
JOSEFIN SANS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
02
VISUAL IDENTITY
Body: Raleway
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Accent: Bebby Washington
ABCDEFGHIJKLMNOPQRST UV WX YZ
1234567890
The sharp angles mixed with
rounded shapes in your main
font, Josefin Sans, give a very
clear and confident feeling.
Railway contrasts it nicely and is
also easy to read and should be
used as the body font. The accent
script, Bebby Washington, should
be used sparingly.

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
HEADLINE LEVEL 3
02
VISUAL IDENTITY
This page shows what your
main fonts look like in action.
Josefin Sans (headlines, pull
quote) and Raleway (body)
are very easy to read and
convey a clear, confident
message.

ICONS
02
VISUAL IDENTITY
Icons can be used in web design
to call attention to specific
information. Your green accent
color is used here to provide
contrast to the strong blues used
elsewhere. This green color gives
you an alternative accent color to
use when gold isn’t practical or
pleasing to the eye.

TAGLINE
OPTIONS
Turn your Idea into a Plan
Your wildest dream is just a goal that needs
a plan.
Unlock your Boldness
Overcome doubt. Build your dream.
Move Past Planning
03
BRAND COMMUNICATION

TONE
OF VOICE
Content and courses from the Blogging in
Balance brand should be clear, actionable, and
delivered with certainty. Your people don’t need
more ideas or options - they need to get stuﬀ
done. Empower them with direct language to do
just that.
Examples should come from real life situations,
not theories. Whenever possible, pair information
with a step-by-step action plan.
You’ll sound:
• Motivational not condescending
• Direct not passive
• Clear not confusing
• Helpful not cold
03
BRAND COMMUNICATION
The tone of voice you hear from
your best friend versus a police
officer is going to be dramatically
different. Here’s how your should
sound.

WORD BANK
• Take action
• Beat overwhelm
• Little bit of tough love
• ImplementApplication
• Execute
• Move beyond the plan
• Work from anywhere
• Integrate work & life
• Catalyst to help you move forward
• Empower you to…
• Your wildest dream is just a goal that
needs a plan
• Be bold
• Consistent action & growth
• Ask for help when you need it
• Work through the hard parts
• Decide what success means to you
• You won’t love everything, but it’s worth it
• Get to the next level
• Work for it
• Kick overwhelm and doubt in the butt
• Become the blogger you want to be
03
BRAND COMMUNICATION
These are phrases and ideas that
came up in our call that should be
built into the copy, course content,
and other communication. Keep
adding to this list whenever you
work with someone one-on-one,
talk to them online, or issue a
survey!

STORIES
LOW TO HIGH (HERO STYLE)
When explaining the origin story of your brand, be sure to
highlight how your hard work (speciﬁcally) brought you the
success you’ve seen so far. Inspire others to work hard. Share
the transformation you have gone through yourself to get to
the point where you are today, building this community.
Contrast a “before” with an “after.”
WHY STORY
Why are you so motivated to help these women move to the
next level? Be sure to share the story of what is driving you. It
helps people justify your motivations and connect with you.
HUMAN INTEREST
Sprinkle in human interest stories and metaphors into your
communication so people get to know you. Share about your
love of horses, cooking, etc.
03
BRAND COMMUNICATION

ACTION
STEPS
COURSE CONTENT
Build out courses & content with your target market squarely
in mind. They have the basics down, but they need to start
working strategically to get to the next level. Always include
an action plan with lessons. Keep the information at an
intermediate level.
BUILT IN GOALS/ACCOUNTABILITY
Since we identified that your people are overwhelmed and
not sure what to do first, help them stick to and conquer their
goals. Build in accountability into the brand and help people
get. stuff. done. One idea to do this is to match up people into
groups of 4-5 as a “cohort” and require that they meet
periodically and keep everyone accountable.
DIRECT COMMUNICATION
Your people crave certainty from you. Give them the gift of
clear and confident plans, ideas, and expertise so they can
move forward without hesitation.
WEBSITE
Your first launch priority should be to get a landing page up
so you can start building your email list for the soft launch.
You’ll want as many people to raise their hands that they are
interested as possible so you get an influx of members right
when you open the doors.
04
LIVE YOUR BRAND

BRANDEMIES
IDEA ENEMIES
• Self doubt
• Perpetual learning & planning
• Not investing time/energy/money in yourself
• Riding on someone else’s coattails
NOT TO DO LIST
• Present information without an implementation guide
• Soften or dilute our tone on what it takes to get work done
WE ARE NOT
• An intro to blogging course
• A therapist
• For “serious” entrepreneurs who want to 10X their business
- we embrace a ﬂexible, sane, and balanced approach to
business and blogging
04
LIVE YOUR BRAND

GRAPHICS
04
LIVE YOUR BRAND
This class promotion graphic is an
example of how you can combine
the elements of your brand
together. The design style is
simple & strong, with hints of
feminine style.

GRAPHICS
04
LIVE YOUR BRAND
The email design is kept fairly
minimalistic but includes a few of
your signature brand elements so
it is recognizable.
Template: banded one column
Font: Lucinda
Headline: #3f4d64
Body: #53585f
Links: #8cbfaf
Footer color: #faf6f1
Pre-header color: #3f4d64

Any questions?
Contact me:
kaye@kayeputnam.com
Brand Strategy & Design
by Kaye Putnam

Blogging in Balance Brand Standards

Recommandé

Recommandé

Contenu connexe

Plus de Kaye Putnam

Plus de Kaye Putnam (20)

Dernier

Dernier (20)

Blogging in Balance Brand Standards