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BRAND BOOK
CONTENTS
This brand standards document
explores the message, visuals, and
expression of your brand.
1. Brand Message
2. De...
MOODBOARD
The mood board was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. Your brand is...
BRAND MESSAGE
POSITION
Core Idea
We help businesses grow using online advertising.
Our Goal
Communicate our message and position in the
...
PERSONALITY
CAREGIVER & GIRL/GUY NEXT DOOR
PERSONALITY ARCHETYPES
Our goal is to help our clients grow their
businesses wi...
POINT OF
VIEW
BRAND GUIDELINES CLICK
1
BRAND MESSAGE
We genuinely care about the results
we achieve.
We’re not going to tr...
We care about
your growth.
MANIFESTO
UNFAIR
ADVANTAGES
By focusing on only online advertising, results can
be tracked and reported. Your clients aren’t
throwin...
DESIGN /
VISUALS
LOGO
2
VISUAL IDENTITY
Your logo is the “handshake” of your brand. It
introduces your ideal clients to you. Your logo
incl...
PRIMARY
COLORS
VISUAL IDENTITY
Your primary brand color is a
feminine purple, which communicates
the caring aspect of your...
SECONDARY
COLORS
VISUAL IDENTITY
#a89cc0 #393939 #eff0f1
BRAND GUIDELINES CLICK
2
Your secondary colors are used to
complem...
TYPOGRAPHY
HEADLINES: LOVELO BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()
VISUAL IDENTITY
Body: Open Sans
ABCDEFGHIJKLMNOPQ...
FONTS IN
ACTION
HEADLINE LEVEL 1
This is a description paragraph. It explains the purpose of
the page and describes the ti...
IMAGE STYLE
IMAGE
DO’S
VISUAL IDENTITY
BRAND GUIDELINES CLICK
Images of people who look like your target client Desired outcomes for y...
IMAGE
DON’TS
VISUAL IDENTITY
BRAND GUIDELINES CLICK
Photos of complicated-looking
technology. Keep it friendly.
Color phot...
GRAPHIC
SAMPLES
VISUAL IDENTITY
These samples show how the brand
images, fonts, patterns, and colors can
all come together...
WORDS / CONTENT
TONE OF
VOICE
BRAND GUIDELINES CLICK
3
BRAND COMMUNICATION
Content and communication from your
brand should be friendly, s...
TONE OF
VOICE
EXAMPLES
BRAND GUIDELINES CLICK
3
BRAND COMMUNICATION WE WOULD SAY
Take care,
WE WOULDN’T SAY
Sincerely,
WE ...
WORD
BANK
• Make the sensible first step
• Feel comfortable with online marketing
• We’ll handle it
• We’ll take care of y...
TAGLINE
We’ll take care of your
growth.
OTHER OPTIONS
• Let’s grow together.
• Turn clicks into customers.
• Turn clicks i...
BIOS
TITLE
Click Search and Social
1-SENTENCE BIO
Click Search and Social helps business owners
get real results with sens...
STORIES
LOW TO HIGH ORIGIN STORY
You’re living your origin story right now. Share the
story of how you are building your o...
LIVE YOUR BRAND
ACTION
STEPS
GROW YOUR ‘PORTFOLIO’ OF RESULTS
Continue to work with your existing clients and offer your
services to busine...
BRANDEMIES
IDEA ENEMIES
• DIY Marketing
• Self-importance
• Overly-complicated solutions
NOT TO DO LIST
• Position yoursel...
QUESTIONS?
kaye@kayeputnam.com
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Marketing Agency Brand Book

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Click Search and Social is an online marketing agency with a Caregiver brand archetype. In a world of "experts" and "authorities," they stand out in the market by leading with simple content that says, "Don't worry. We'll take care of it."

Publié dans : Marketing
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Marketing Agency Brand Book

  1. 1. BRAND BOOK
  2. 2. CONTENTS This brand standards document explores the message, visuals, and expression of your brand. 1. Brand Message 2. Design & Visuals 3. Words & Content 4. Live Your Brand BRAND GUIDELINES CLICK
  3. 3. MOODBOARD The mood board was curated to express the “mood” of the brand and to inspire the visual decisions. Your brand is all about caring for the people in business. The black and white creates a strong visual theme and ties all of the different types of images/people/ businesses together. Also, several of the images include people interacting with technology, which is a fact of doing business in today’s world.
  4. 4. BRAND MESSAGE
  5. 5. POSITION Core Idea We help businesses grow using online advertising. Our Goal Communicate our message and position in the market clearly to potential clients. Grow our client base by an average of 33 clients each year for the next 3 years. How We Are Different We are the sensible first step for business owners getting into online marketing. We don’t try to sell our clients on services they don’t need (yet.) We keep it simple and results-oriented. What We Deliver Online advertising creation and management through search and social websites. BRAND GUIDELINES CLICK 1 BRAND MESSAGE
  6. 6. PERSONALITY CAREGIVER & GIRL/GUY NEXT DOOR PERSONALITY ARCHETYPES Our goal is to help our clients grow their businesses with realistic online advertising. We genuinely care about our clients as people. When they encounter the brand, our audience FEELS: reassured, comfortable, taken care of, understood, encouraged, capable, at ease, trusting. You are: • Patient & reassuring • Realistic & relatable • Warm & personable • Simple & straightforward • Transparent & open BRAND GUIDELINES CLICK 1 BRAND MESSAGE
  7. 7. POINT OF VIEW BRAND GUIDELINES CLICK 1 BRAND MESSAGE We genuinely care about the results we achieve. We’re not going to try to sell you a 9- course meal when all you really need is a hearty breakfast. We do the work that other agencies feel is beneath them. We focus on what is realistic for the average business owner - not on tactics that work for million dollar businesses. We’re working for maximum value.
  8. 8. We care about your growth. MANIFESTO
  9. 9. UNFAIR ADVANTAGES By focusing on only online advertising, results can be tracked and reported. Your clients aren’t throwing money into an ambiguous ‘marketing black hole.’ They are investing in specific results. Your transparency shows that you care about the results and the relationship. You aren’t trying to be the all-on-one, all things to one person solution. You are choosing to solve a specific problem for local business owners. By keeping your team and process lean and mean, you are able to offer an affordable service. You are local to your clients so you understand their mentality, economy, and communication. You keep things personalized. BRAND GUIDELINES CLICK 1 BRAND MESSAGE
  10. 10. DESIGN / VISUALS
  11. 11. LOGO 2 VISUAL IDENTITY Your logo is the “handshake” of your brand. It introduces your ideal clients to you. Your logo includes the brand’s primary purple, and an identifying mark - the C with the speech bubble - that will be used throughout your marketing materials. BRAND GUIDELINES CLICK
  12. 12. PRIMARY COLORS VISUAL IDENTITY Your primary brand color is a feminine purple, which communicates the caring aspect of your brand. The blue and green balances it with feelings of community, friendliness, honesty, and straightforwardness. Purple Steel #5c4b91 20% 40% 60% 80% Honest Blue #3c47a5 Simple Green #1fae6e 20% 60% 20% 60% BRAND GUIDELINES CLICK 2 Use for backgrounds, headline text, 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.
  13. 13. SECONDARY COLORS VISUAL IDENTITY #a89cc0 #393939 #eff0f1 BRAND GUIDELINES CLICK 2 Your secondary colors are used to complement your main color scheme. The light purple continues the ‘caregiver’ feeling. The dark grey and light grey give you neutrals to round out your brand colors. 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.
  14. 14. TYPOGRAPHY HEADLINES: LOVELO BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*() VISUAL IDENTITY Body: Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() The headline fonts used in your brand are bold and unapologetic. The rounder Source Sans Pro contrasts the strong headline fonts with a friendly accessibility. The accent font - Lovelo line bold - feels similar to the double C’s of your logo mark, so it keeps your brand consistent while giving us a accent to add visual interest. BRAND GUIDELINES CLICK 2 ACCENT: LOVELO LINE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!$
  15. 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 Headline font: Lovelo Black Body font: Open Sans Regular Main font color: #393939 Link color: #1fae6e BRAND GUIDELINES CLICK 2
  16. 16. IMAGE STYLE
  17. 17. IMAGE DO’S VISUAL IDENTITY BRAND GUIDELINES CLICK Images of people who look like your target client Desired outcomes for your business owners (closing a sale, securing a meeting, etc.) Business owners interacting with technology Pictures of the owners 2 When choosing images for your brand, pick ones like these.
  18. 18. IMAGE DON’TS VISUAL IDENTITY BRAND GUIDELINES CLICK Photos of complicated-looking technology. Keep it friendly. Color photos - keep it consistent with the B&W Photos of objects/technology that don’t include a human element to them People doing something in a photo that wouldn’t happen in real life 2 When choosing images, avoid ones like these.
  19. 19. GRAPHIC SAMPLES VISUAL IDENTITY These samples show how the brand images, fonts, patterns, and colors can all come together. BRAND GUIDELINES CLICK 2
  20. 20. WORDS / CONTENT
  21. 21. TONE OF VOICE BRAND GUIDELINES CLICK 3 BRAND COMMUNICATION Content and communication from your brand should be friendly, straightforward, and warm. When you are explaining concepts and your service, always relate the technology to people. The goal isn’t just clicks - it’s calls, clients, and customers. You’ll sound: • Caring • Reassuring • Friendly • Warm • Sincere • Personable • Realistic
  22. 22. TONE OF VOICE EXAMPLES BRAND GUIDELINES CLICK 3 BRAND COMMUNICATION WE WOULD SAY Take care, WE WOULDN’T SAY Sincerely, WE WOULD SAY We’ll take care of it for you. WE WOULDN’T SAY Learn how to do it yourself. 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.
  23. 23. WORD BANK • Make the sensible first step • Feel comfortable with online marketing • We’ll handle it • We’ll take care of your growth • Get real results with your marketing dollars • Our transparency shows we care • Don’t worry about it • Real help from honest people • Bang for your buck • Get exactly what you need • Get results right away • Best move for your business BRAND GUIDELINES CLICK 3 BRAND COMMUNICATION
  24. 24. TAGLINE We’ll take care of your growth. OTHER OPTIONS • Let’s grow together. • Turn clicks into customers. • Turn clicks into clients. • Turn clicks into calls. • Sensible marketing with real results. • Simple, realistic online marketing that works. • Count on us to grow. • The ROI shows how much we care about our relationship. BRAND GUIDELINES CLICK 3 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.
  25. 25. BIOS TITLE Click Search and Social 1-SENTENCE BIO Click Search and Social helps business owners get real results with sensible online advertising. LONGER BIO Click Search and Social helps business owners get real results with sensible online advertising. Located in St. John’s, NL, you’ll get a local advisor who personally manages your account. Get results right away with a small marketing budget (and you don’t even need a website!) BRAND GUIDELINES CLICK 3 BRAND COMMUNICATION
  26. 26. STORIES LOW TO HIGH ORIGIN STORY You’re living your origin story right now. Share the story of how you are building your own business with online advertising with your prospective clients. WHY STORY Share your passion for your work and your clients. Your passion for creating results for your clients will inspire trust in you. HUMAN ELEMENTS Share personal stories to relate with your people on a personal level. Also, incorporate local elements into your stories, website, and marketing. These aspects make you feel personable and familiar. CLIENT STORIES People will always want to hear what you’ve done for other business owners. Share your results and the experience others have had with you freely! BRAND GUIDELINES CLICK 3 BRAND COMMUNICATION Stories sell. Use them in your client consultations, marketing, and conversations. By brainstorming stories that fit each of these categories, you’ll have a collection that you can tell over and over again that support and build your brand.
  27. 27. LIVE YOUR BRAND
  28. 28. ACTION STEPS GROW YOUR ‘PORTFOLIO’ OF RESULTS Continue to work with your existing clients and offer your services to business contacts you already have. You’ll want stories of results that you can share in several industries to aide the sales process with new prospects. BE YOUR OWN CASE STUDY Use your online advertising chops to drive traffic to a landing page that offers 15-minute phone calls. Share the results of this effort when you speak with potential clients. INTRODUCE YOURSELF TO THE MARKET “Debut” the brand by including it in your introductions, conversations with business owners, and on your social media profiles. BRAND GUIDELINES CLICK 4 LIVE YOUR BRAND
  29. 29. BRANDEMIES IDEA ENEMIES • DIY Marketing • Self-importance • Overly-complicated solutions NOT TO DO LIST • Position yourself as a teacher (you’re a doer) • Hide your process (transparency is a key element of the brand) • Position yourself as an “all-in-one” solution (you’re solving one specific problem) WE ARE NOT • “Thought leaders” • Local celebrities BRAND GUIDELINES CLICK 4 LIVE YOUR BRAND
  30. 30. QUESTIONS? kaye@kayeputnam.com

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