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Holistic Coach & Dr. Brand Book

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Kaye Putnam
Kaye Putnam

This brand guidelines document provides an overview of the key elements that define Dr. Katie Henry's transformational coaching brand. It outlines her brand foundation, including her commitment to helping people motivated for change transform their lives through coaching and workshops. It also describes her target audience and vision. The document then covers her brand's tone of voice, visual identity elements like colors, fonts and logo, recommended imagery style, and sample designs. It concludes with guidance on living the brand through avoiding "brand enemies" and taking action.

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BRAND BOOK
CONTENTS This brand standards document explores the message, visuals, and expression of your brand. - Brand Foundation - Words & Content - Design & Visuals - Live Your Brand BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation
COMMITMENT CORE IDEA Help people motivated for change to transform their lives through 1-1 coaching, group programs, and in- person workshops. YOUR GOAL Relaunch brand as Dr. Katie Henry: Transformational Coach to attract clients ready for a program that works. Simplify all of the different things that you do under your personal brand. WHO YOU SE RVE People ready for true transformation. They’ve dabbled in programs in the past, but nothing resonated. They’re ready to work with someone approachable and kind, but are also ready to tackle the hard work necessary for big results. You are often the “Caregiver for caregivers.” You help service-minded people learn to care for themselves. THE END RES ULT Clients that feel empowered to appreciate themselves and as a result, lead more fulfilling lives. They dedicate time each day for whatever makes them feel joy and are able to channel their inner child to tap into the wonder all around them. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 Your Brand Commitment are the basic building blocks of your business: who you serve and the value you provide to them.
CONTEXT HOW YOU ARE DIFF ERE NT The many tools you use to help your clients find joy. You take knowledge from both your PT background and spiritual learnings to create a mixture of belief and facts. You use a wide array of tools and techniques to ensure your clients’ lives are truly transformed. VISION FOR FUTURE Create a movement of joy. You’ll reach the world with your teachings and the movement will be to truly live in the moment. People will collect experiences and make decisions in their lives based on how it makes them feel. They’ll find joy in the little things and never accept answers as black and white, but always be curious to learn the “why”. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 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.
CHARACTER CAREGIVER & SAG E PERSONAL IT Y ARCHETYPES You mission is to help other caregivers understand they are NOT alone and create a movement of caregivers that are not only generous to others, but generous to themselves. You want to inspire them to channel their inner child and find joy in the world around them. When they encounter your brand, your audience FEELS: curious, inspired, understood, empowered, connected, safe, ready for change. You are: • Welcoming • Devoted • Warm • Generous • Inspiring • Knowledgeable BRAND GUIDELINES DR. KATIE HENRY Brand Foundation + 1 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.
POINT OF VIEW BE CURIOUS. Don’t accept things at face value. Channel your inner 4 year old and ask why….and when you get a response, ask why again. Embrace what you don’t know and be constantly learning. REMEMBER THAT YOUR NATURA L STATE IS JOY You should find joy in everything you do. Don’t be afraid to alter the things you do that don’t make you happy. Find a way to bring that childlike joy back into your day to day life. PUT YOURSELF F IRST It’s in your audience’s blood to put others before themselves. But you know first-hand the exponential benefits you provide to others by first being truly happy with yourself BRAND GUIDELINES DR. KATIE HENRY 1 CHARACTER Brand Foundation 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.
Live every day in a constant state of childlike joy and wonder. MANIFESTO
CREDIBILITY YOUR ‘ UNFAIR ADVA NTAGES’ ARE : • Your education in physical therapy. Your neuroscience background helps explain the “why” behind spiritual practices. You applaud curiosity and you back that up by having the answers to why you use the tools you use. • Your experience working with children. You have a different point of view on how people should transform their lives - you encourage people to embrace their inner child and find joy in everything they do. • Your ability to read a room. Being live is your ideal setting. You can make content/ activity decisions on the fly as you read the atmosphere of your audience. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 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.”
Words + Content
TONE OF VOICE BRAND GUIDELINES DR. KATIE HENRY Your brand communication should be caring and open, and also knowledgeable. You encourage your audience to ask “why” to themselves - and you also answer the why in all of your recommendations. Why do you recommend meditation? Why should your clients embrace their inner child? Why is joy so important? These answers enhance your credibility and are on brand with your secondary archetype of Sage. Your vision, message, and design all embody your Caregiver brand personality. You’ll sound: • Empowering • Passionate • Approachable • Fun Not: • Judgemental • Strict • Forceful • Monotonous Brand Communication 2
WORD BANK • Childlike curiosity/wonder • Find the joy in life • Transform • Healing • Be inspired • Ready for change • Zest for life • Confidence • Conviction • Love who you are • Take time for you • Release the guilt • Best version of you • Positivity • True desires BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
NAMES • Fuel Your Joy • Fuel Your Joy Fridays Business Focuses: • Igniting your intuition • Heal your body • Nourish your soul BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
TAGLINE • Fuel your joy • Embrace your natural state of joy • Embrace your inner child • Choose joy • Be curious about life • Find your joy • Joy is natural BRAND GUIDELINES DR. KATIE HENRY 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. 2
STORIES YOUR OWN PATH O F TRANSFORMATIO N Explain how you evolved from pediatric physical therapy to a transformation coach. Also explain how your life has improved since embracing your inner child and learning to find joy in everything you do. CLIENT STORIES Include transformational stories of past clients. How they went from “zero energy” at the end of the day to even cook dinner or hang out with their children to dedicating time each day to do what brings them joy. STORY OF THE JOY OF A CHILD Set the stage with descriptive imagery of a memory as a child - make it vague enough that many people can relate but really rich in imagery so that your audience an imagine themselves in that scenario growing up. Evoke the wonder, curiosity, and joy that you want people to embrace in day to day life to help them realize how valuable those emotions are as an adult. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
CONTENT THEMES • Igniting your intuition • Heal your body • Nourish your soul • Self care for caregivers • Defining and living your joy • Science behind the “woo woo” techniques ***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. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
Design + Visuals
M OOD BOARD The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The pure joy in life (laughter, smiling, playing) is a primary visual cue in your brand. Use hand imagery to symbolize the healing powers of touch.
Visual Identity#E9B7A0 40% 60% 80% BRAND GUIDELINES DR. KATIE HENRY 3 COLORS
TYPOGRAPHY Visual Identity Your font choices are a mix of bold, playful, and casual. The round forms in Sofia make it a versatile and personality-filled choice for your brand. The boldness of the headline font speaks to your ability to take risks to fuel your own joy. BRAND GUIDELINES DR. KATIE HENRY 3
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 BRAND GUIDELINES DR. KATIE HENRY 3
LOGO Visual Identity These logo options were designed to fit your brand message and personality. The main logo is the casual Saturday Scrip. The letterforms fit together in harmony, similar to the way your audience will fit in self-care into their caregiving in natural ways. The submarkets are used for design variety in different applications (image watermark, photo overlay, etc.) BRAND GUIDELINES DR. KATIE HENRY 3
PATTERNS Visual Identity The graphic styles/patterns used in your brand fall under two main themes. First, the message paint strokes add a subtle background element to some of your graphic styles. It speaks to the imperfect nature of following your joy, and also to the reckless abandon that children create with. The second design theme is the repetition of your main logo symbol. The repeated use of this floral-bohemian symbol creates brand recognition and adds visual interest to images and graphics. The flower is a common symbol that shows up in Caregiver brands. The boho-style of yours speaks to the beach-y tropical ocean feel that inspires your own relaxation. BRAND GUIDELINES DR. KATIE HENRY 3
Image Style
IMAGE DO’S Visual Identity BRAND GUIDELINES DR. KATIE HENRY Children playing/laughing Images of hands - symbolizing power of touch Taking time for yourself - relaxing with tea, out on a walk, meditating, picking wildflowers…. Images of you - pure joy, laughing, loving life When choosing images for your brand, pick ones like these. 3
IMAGE DON’TS BRAND GUIDELINES DR. KATIE HENRY Ideal client doing things for others Black and white photos Images showing pain or frustration Scenes that are too busy, hectic, or overwhelming When choosing images, avoid ones like these. Visual Identity 3
ICONS/SYMBOLS BRAND GUIDELINES DR. KATIE HENRY Visual Identity 3
SAMPLE DESIGNS Visual Identity BRAND GUIDELINES DR. KATIE HENRY 3
SAMPLE DESIGNS Visual Identity BRAND GUIDELINES DR. KATIE HENRY 3
Live Your Brand
BRAND ENEMIES IDEA ENEMIES • I’m too busy to change • Martyr attitude: I’m too busy doing good for others, I don’t have time to dedicate to myself NOT TO DO LIST • Tell someone to do something without explaining why • Focus on tasks instead of results or feelings WE ARE NOT • A stepping stone to deciding if you’re ready for change • A “one size fits all” brand. You have a myriad of tools and decide what will work best to ensure your client’s most successful transformation. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 4
ACTION STEPS LAUNCH REB RANDE D WEBS ITE Use the new brand fonts, logo, colors, etc to update all of your brand touch points. SCHEDULE A PER SON AL BRA ND PHOTOSHOOT I’d love to see updated photos of you living by example. Get photos of your pure joy of life and doing things you enjoy. CREATE A ND EXEC UTE VISIBIL ITY PLA N Narrow down platforms where you see the most traffic and execute on a consistent plan for being visible. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 4
Questions? kaye@kayeputnam.com

More Related Content

Holistic Coach & Dr. Brand Book

  • 2. CONTENTS This brand standards document explores the message, visuals, and expression of your brand. - Brand Foundation - Words & Content - Design & Visuals - Live Your Brand BRAND GUIDELINES DR. KATIE HENRY
  • 4. COMMITMENT CORE IDEA Help people motivated for change to transform their lives through 1-1 coaching, group programs, and in- person workshops. YOUR GOAL Relaunch brand as Dr. Katie Henry: Transformational Coach to attract clients ready for a program that works. Simplify all of the different things that you do under your personal brand. WHO YOU SE RVE People ready for true transformation. They’ve dabbled in programs in the past, but nothing resonated. They’re ready to work with someone approachable and kind, but are also ready to tackle the hard work necessary for big results. You are often the “Caregiver for caregivers.” You help service-minded people learn to care for themselves. THE END RES ULT Clients that feel empowered to appreciate themselves and as a result, lead more fulfilling lives. They dedicate time each day for whatever makes them feel joy and are able to channel their inner child to tap into the wonder all around them. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 Your Brand Commitment are the basic building blocks of your business: who you serve and the value you provide to them.
  • 5. CONTEXT HOW YOU ARE DIFF ERE NT The many tools you use to help your clients find joy. You take knowledge from both your PT background and spiritual learnings to create a mixture of belief and facts. You use a wide array of tools and techniques to ensure your clients’ lives are truly transformed. VISION FOR FUTURE Create a movement of joy. You’ll reach the world with your teachings and the movement will be to truly live in the moment. People will collect experiences and make decisions in their lives based on how it makes them feel. They’ll find joy in the little things and never accept answers as black and white, but always be curious to learn the “why”. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 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.
  • 6. CHARACTER CAREGIVER & SAG E PERSONAL IT Y ARCHETYPES You mission is to help other caregivers understand they are NOT alone and create a movement of caregivers that are not only generous to others, but generous to themselves. You want to inspire them to channel their inner child and find joy in the world around them. When they encounter your brand, your audience FEELS: curious, inspired, understood, empowered, connected, safe, ready for change. You are: • Welcoming • Devoted • Warm • Generous • Inspiring • Knowledgeable BRAND GUIDELINES DR. KATIE HENRY Brand Foundation + 1 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.
  • 7. POINT OF VIEW BE CURIOUS. Don’t accept things at face value. Channel your inner 4 year old and ask why….and when you get a response, ask why again. Embrace what you don’t know and be constantly learning. REMEMBER THAT YOUR NATURA L STATE IS JOY You should find joy in everything you do. Don’t be afraid to alter the things you do that don’t make you happy. Find a way to bring that childlike joy back into your day to day life. PUT YOURSELF F IRST It’s in your audience’s blood to put others before themselves. But you know first-hand the exponential benefits you provide to others by first being truly happy with yourself BRAND GUIDELINES DR. KATIE HENRY 1 CHARACTER Brand Foundation 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.
  • 8. Live every day in a constant state of childlike joy and wonder. MANIFESTO
  • 9. CREDIBILITY YOUR ‘ UNFAIR ADVA NTAGES’ ARE : • Your education in physical therapy. Your neuroscience background helps explain the “why” behind spiritual practices. You applaud curiosity and you back that up by having the answers to why you use the tools you use. • Your experience working with children. You have a different point of view on how people should transform their lives - you encourage people to embrace their inner child and find joy in everything they do. • Your ability to read a room. Being live is your ideal setting. You can make content/ activity decisions on the fly as you read the atmosphere of your audience. BRAND GUIDELINES DR. KATIE HENRY Brand Foundation 1 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.”
  • 11. TONE OF VOICE BRAND GUIDELINES DR. KATIE HENRY Your brand communication should be caring and open, and also knowledgeable. You encourage your audience to ask “why” to themselves - and you also answer the why in all of your recommendations. Why do you recommend meditation? Why should your clients embrace their inner child? Why is joy so important? These answers enhance your credibility and are on brand with your secondary archetype of Sage. Your vision, message, and design all embody your Caregiver brand personality. You’ll sound: • Empowering • Passionate • Approachable • Fun Not: • Judgemental • Strict • Forceful • Monotonous Brand Communication 2
  • 12. WORD BANK • Childlike curiosity/wonder • Find the joy in life • Transform • Healing • Be inspired • Ready for change • Zest for life • Confidence • Conviction • Love who you are • Take time for you • Release the guilt • Best version of you • Positivity • True desires BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
  • 13. NAMES • Fuel Your Joy • Fuel Your Joy Fridays Business Focuses: • Igniting your intuition • Heal your body • Nourish your soul BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
  • 14. TAGLINE • Fuel your joy • Embrace your natural state of joy • Embrace your inner child • Choose joy • Be curious about life • Find your joy • Joy is natural BRAND GUIDELINES DR. KATIE HENRY 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. 2
  • 15. STORIES YOUR OWN PATH O F TRANSFORMATIO N Explain how you evolved from pediatric physical therapy to a transformation coach. Also explain how your life has improved since embracing your inner child and learning to find joy in everything you do. CLIENT STORIES Include transformational stories of past clients. How they went from “zero energy” at the end of the day to even cook dinner or hang out with their children to dedicating time each day to do what brings them joy. STORY OF THE JOY OF A CHILD Set the stage with descriptive imagery of a memory as a child - make it vague enough that many people can relate but really rich in imagery so that your audience an imagine themselves in that scenario growing up. Evoke the wonder, curiosity, and joy that you want people to embrace in day to day life to help them realize how valuable those emotions are as an adult. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
  • 16. CONTENT THEMES • Igniting your intuition • Heal your body • Nourish your soul • Self care for caregivers • Defining and living your joy • Science behind the “woo woo” techniques ***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. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 2
  • 18. M OOD BOARD The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The pure joy in life (laughter, smiling, playing) is a primary visual cue in your brand. Use hand imagery to symbolize the healing powers of touch.
  • 19. Visual Identity#E9B7A0 40% 60% 80% BRAND GUIDELINES DR. KATIE HENRY 3 COLORS
  • 20. TYPOGRAPHY Visual Identity Your font choices are a mix of bold, playful, and casual. The round forms in Sofia make it a versatile and personality-filled choice for your brand. The boldness of the headline font speaks to your ability to take risks to fuel your own joy. BRAND GUIDELINES DR. KATIE HENRY 3
  • 21. 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 BRAND GUIDELINES DR. KATIE HENRY 3
  • 22. LOGO Visual Identity These logo options were designed to fit your brand message and personality. The main logo is the casual Saturday Scrip. The letterforms fit together in harmony, similar to the way your audience will fit in self-care into their caregiving in natural ways. The submarkets are used for design variety in different applications (image watermark, photo overlay, etc.) BRAND GUIDELINES DR. KATIE HENRY 3
  • 23. PATTERNS Visual Identity The graphic styles/patterns used in your brand fall under two main themes. First, the message paint strokes add a subtle background element to some of your graphic styles. It speaks to the imperfect nature of following your joy, and also to the reckless abandon that children create with. The second design theme is the repetition of your main logo symbol. The repeated use of this floral-bohemian symbol creates brand recognition and adds visual interest to images and graphics. The flower is a common symbol that shows up in Caregiver brands. The boho-style of yours speaks to the beach-y tropical ocean feel that inspires your own relaxation. BRAND GUIDELINES DR. KATIE HENRY 3
  • 25. IMAGE DO’S Visual Identity BRAND GUIDELINES DR. KATIE HENRY Children playing/laughing Images of hands - symbolizing power of touch Taking time for yourself - relaxing with tea, out on a walk, meditating, picking wildflowers…. Images of you - pure joy, laughing, loving life When choosing images for your brand, pick ones like these. 3
  • 26. IMAGE DON’TS BRAND GUIDELINES DR. KATIE HENRY Ideal client doing things for others Black and white photos Images showing pain or frustration Scenes that are too busy, hectic, or overwhelming When choosing images, avoid ones like these. Visual Identity 3
  • 27. ICONS/SYMBOLS BRAND GUIDELINES DR. KATIE HENRY Visual Identity 3
  • 31. BRAND ENEMIES IDEA ENEMIES • I’m too busy to change • Martyr attitude: I’m too busy doing good for others, I don’t have time to dedicate to myself NOT TO DO LIST • Tell someone to do something without explaining why • Focus on tasks instead of results or feelings WE ARE NOT • A stepping stone to deciding if you’re ready for change • A “one size fits all” brand. You have a myriad of tools and decide what will work best to ensure your client’s most successful transformation. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 4
  • 32. ACTION STEPS LAUNCH REB RANDE D WEBS ITE Use the new brand fonts, logo, colors, etc to update all of your brand touch points. SCHEDULE A PER SON AL BRA ND PHOTOSHOOT I’d love to see updated photos of you living by example. Get photos of your pure joy of life and doing things you enjoy. CREATE A ND EXEC UTE VISIBIL ITY PLA N Narrow down platforms where you see the most traffic and execute on a consistent plan for being visible. BRAND GUIDELINES DR. KATIE HENRY Brand Communication 4