https://breakthroughjourneys.com/

2. CONTENTS
1. Brand Roots
2. Brand Experience
3. Communication System
4. Visuals and Design

3. BRAND ROOTS
WHO ARE YOU AS THE FACE OF YOUR BRAND?

4. JOYCE KNOLL
Inspirational retreat
coordinator and resort
consultant, and
founder of
Breakthrough
Journeys.

5. 1. BRAND ROOTS
PERSONALITY
Your brand personality is how
you show up as the face of your
brand. Your archetypes help
make your brand personality
tangible and clear so your brand
experience is consistent.
MAGICIAN, LOVER, EXPLORER
Your Magician archetype gives you the special ability of
listening to your client’s vision and transforming it into
reality. Your retreat experiences themselves, focus on
creating magical, transformative experiences.
Your Lover archetype can be seen in your exquisite
attention to quality, as well as the way you create
meaningful retreat experiences that ignite the senses. You
have a natural way of pampering each client and their
guests, making them feel like the most important person in
the world!
Your Explorer archetype leads you across the world, helping
your clients and their guests discover their deepest truths
through experiences outside their routine.
You Are:
• Thoughtful
• Passionate
• Trustworthy
• Knowledgable
• Energetic
• Creative
• Bold
• Blunt
• Efficient
• A risk taker
• Understanding
• Inspiring
• Playful
• Joyful
• An out of the
box thinker
• Grateful

6. 1. BRAND ROOTS
VALUES
Your clients (and future clients)
want to know how you see the
world, and sharing your values is
the perfect way to show them - it
helps them trust you, feel aligned
with what you stand for and know
if they want to work with you.
VALUES
• Growth = the expansion that happens when we visit new
places adds value to our relationships, businesses and
every part of our lives.
• Permission to shine = when you give yourself permission
to shine you create a ripple effect by giving your clients
that same gift.
• Truth = getting to the truth of what lies under the surface,
being upfront, being honest, setting clear expectations.
• Experience = customized and specifically crafted toward
client's message.
• Special = going above and beyond to make your clients
and their guests feel special, unique, one-of-a-kind.
• Value = delivering value upfront, not only being concerned
with selling a program.
• Doing the right thing = choosing to honor your moral
compass over money.
• Connection = collaborating, learning and brainstorming
with like minded people.

7. 1. BRAND ROOTS
POSITION
Your clients have many choices
when it comes to who they work
with. Your position in the
marketplace sets you apart,
making you uniquely desirable to
the right clients.
POSITION
• With over 30 years experience in the travel, hospitality,
event management and coaching industries, you have a
unique perspective on how the overall retreat experience
should be layered.
• You understand of wide variety of facilitator genres:
personal development, spirituality, nutrition, energy work,
corporate, etc.
• You’ve held numerous hospitality positions including work
as an experience planner and advisor at the world-
renowned Miraval Wellness Resort and Spa in Tucson,
Arizona.
• You can offer complimentary facilitators to enhance your
clients' retreat (musicians, massage therapists, angel
readers, movement instructors, nutrition specialists, etc).
• You've personally been to 100s of resorts so you can
quickly pair your clients with the perfect location.
• You’re certified in conference and event management.

8. 1. BRAND ROOTS
TOOLS
The tools, techniques and/or
methods you use to help your
clients achieve results.
TOOLS
• Coaching
• Energy healing
• Resort and hotel contracting
• Conference and event management
• Network of vendors and complimentary facilitators

9. 1. BRAND ROOTS
PERSONAL
INTERESTS
Your tribe and clients want to get
to know the real you! Sprinkle
your personal interests
throughout your brand to help
create connection with your
audience.
PERSONAL INTERESTS
• Argentine Tango
• Five rhythms (ecstatic dance)
• Singing harmony
• Food experiences
• Running and hiking in nature
• Your children and grandchildren
• Your partner, Jeff
• Close friendships
• Deep conversations

10. BRAND EXPERIENCE
WHAT EXPERIENCE DO YOU WANT TO CREATE
FOR YOUR IDEAL CLIENT?

11. 2. BRAND EXPERIENCE
IDEAL CLIENT
Your ideal client refers to the type
of person your services are
designed to support. All of your
brand messaging needs to speak
to this person.
IDEAL CLIENT
PRIMARY TRIBE
Retreat facilitators in the fields of personal development,
spirituality and wellness who want to expand their impact by
delivering unforgettable and transformational experiences
for their clients.
SECONDARY TRIBE
Wellness resorts and spas that want to improve their
facilities and offerings to meet the demand of the ever-
growing retreat business.

12. 2. BRAND EXPERIENCE
EMOTIONAL
IMPACT
How do you want your ideal clients
to feel when they come in contact
with your brand? This could be
through your website, LinkedIn, a
group training or a one-on-one
coaching session.
EMOTIONAL IMPACT
YOU WANT YOUR CLIENTS TO FEEL…
• Inspired
• Pampered
• Full of possibility
• Excited
• Relief knowing they can add retreats to their business
without having to do it all themselves
• Supported
• Guided

13. PURPOSE
A powerful brand purpose
describes how your business
intends to change the world for
the better. Your brand purpose is
WHY you exist. It's the higher
purpose, beyond just ‘making a
profit’.
PURPOSE
To rise the awareness and
consciousness of the planet through
the transformational messages and
experiences that retreat facilitators are
sharing.
2. BRAND EXPERIENCE
PROMISE
Your brand promise is the value
your brand promises to deliver
across every platform where it
shows up. It's a simple yet
powerful sentence that, in short,
captures what your brand does
and for whom.
PROMISE
Creating customized, seamless retreats
for authors, speakers and
transformational facilitators in
beautiful destinations.

14. COMMUNICATION
SYSTEM
WHAT WORDS AND CONTENT DO YOU USE TO
COMMUNICATE YOUR BRAND TO THE WORLD?

15. 3. COMMUNICATION
SYSTEM
TONE
Tone is the foundation of your
communication system. It refers to
the personality that shines through
when you speak and write, which
impacts how your clients and tribe
feel when they engage with you.
YOUR TONE IS…
• Passionate
• Knowledgable
• Direct
• Understanding
• Inspiring
• Playful
AND NOT…
• Offensive
• Sugary nice/sweet

16. 3. COMMUNICATION
SYSTEM
WORDS &
PHRASES
Consistently sprinkle specific
words and phrases throughout
your written and spoken word, to
make your brand messaging
recognizable and memorable.
WORDS & PHRASES LIBRARY
WORDS:
• Trailblazer
• Empower
• Dynamic
• Guidance
• Expansion
• Mystery
• Meaningful
• Intentional
• Influential
• Collaborative
• Sacred
• Inventive
• Luxury
• Ambition
• Unconventional
• Magical
• transformational
• Passionate
• Unforgettable
• Unique
• Enhance
• Breakthrough
• Growth
• Experiences
• Ignite
• Shine
• Special
• Desire
• Connection
• Breathtaking
• Excellent
• Possibility
• Journey
• Create
• Customized
• Inspired
• Dream
• Destination
• Overjoyed
• Luxury
• Gourmet
• Variety
• Memorable
• Adventure
• Pampered
• Ceremony
• Unparalleled
• Mindful
• Deep
• Layered
• Centered
• Distinctive
• Captivating
• Inventive
• Options

17. 3. COMMUNICATION
SYSTEM
WORDS &
PHRASES
Consistently sprinkle specific
words and phrases throughout
your written and spoken word, to
make your brand messaging
recognizable and memorable.
WORDS & PHRASES LIBRARY
PHRASES
• Above and beyond
• Breathtakingly beautiful
• Soul journey
• Purpose-driven
• Anticipate your needs
• Self improvement
revolution
• Expedition of self
discovery
• High-quality
• The process of personal
change and development
• Shift, expand, inspire
• Playful and inventive
• Next-level
• One-of-a-kind
• Enhance your retreat
• Customize your retreat
• Deeper level
• Experience your next level
of growth
• Positive ripple effect
• All of this and more is
possible
• life-changing
• unparalleled attention to
detail
• Expand your impact
• Transformational
experiences
• Creating magical
experiences in
breathtaking destinations

18. 3. COMMUNICATION
SYSTEM
MARKETING
MESSAGE
That thing you say when you
introduce yourself in front of a
room. To attract clients and
receive referrals, your marketing
message must paint a clear picture
of the transformation your ideal
client urgently wants.
MARKETING MESSAGE
My name is Joyce Knoll, I’m a retreat coordinator and
consultant and the founder of Breakthrough Journeys. I help
authors, speakers, and coaches in the fields of personal
development, spirituality and wellness, create magical
experiences that their guests will talk about for a years to
come.
I also consult with wellness and spa resorts helping them
become retreat ready for the millions of facilitators that want
to create memorable and meaningful retreats in beautiful
locations across the world.
The destination wellness industry has seen expansive growth
in the last five years and the numbers continue to evolve into
the billions. If you’re looking to find an additional stream of
income in your business or resort, retreats are an excellent
option.
But if you’ve ever tried to plan or host your own retreat you
know it can be expensive, overwhelming and time consuming.
With over 30 years experience, we can save you time and
money while taking the overwhelm out of the planning
process. Now is the time to take your business or resort to the
next level by having us create your Breakthrough Journey.

19. 3. COMMUNICATION SYSTEM
BIO
Joyce Knoll is a Retreat Consultant and Coordinator on a mission to create transformational retreats with
magical experiences that guests will talk about for years to come. She works with both retreat facilitators, to
organize and coordinate their retreats, and with resorts, to become more desirable to retreat facilitators.
As a travel agency owner for over 30 years, Joyce has toured and stayed at hundreds of resorts and retreat
centers throughout North America. She’s also held many hospitality positions including work as an experience
planner and advisor at the world-renowned Miraval Wellness Resort and Spa in Tucson, Arizona. This allows
her to see retreats from the perspective of the facilitator and the resort, and create events to benefit both.
Facilitators love working with Joyce because of her deep experience in the world of personal development
and transformation. Having participated in, worked at and led hundreds of retreats and seminars over the past
three decades, she knows exactly what facilitators need to create impactful, memorable and lucrative events.
Resorts looking to attract retreat facilitators also benefit from Joyce’s degree in event and conference
management and decades of experience in travel and holistic wellness. Joyce works with wellness and spa
resorts nationwide improving their facilities and offerings to meet the demand of millions of facilitators
looking to create memorable and meaningful experiences in beautiful locations.
If you’re looking for an additional stream of income, retreats are an excellent option. Working with Joyce will
save you time and money by helping you create the best experience without becoming overwhelmed.
Now is the time to take your business to the next level by having Joyce create your Breakthrough Journey.
Get started today at www.breakthroughjourneys.com.

20. VISUALS & DESIGN
WHAT COLORS, FONTS, IMAGES AND DESIGNS
REPRESENT YOUR BRAND PERSONALITY?

21. 4. VISUAL DESIGN
COLORS
Rich and luxurious Champagne, Sand
and Dark Gray set the backdrop for
colorful images, highlighting teals and
purples.
#DDC797
CHAMPAIGNE
#333333
#7BCED3
#108696
#8f6999
#63266b
PRIMARY
PALETTE
PHOTO
PALETTE

22. 4. VISUAL DESIGN
TYPOGRAPHY
Quattrocento is a strong serif font with
soft edges that represents the way you
empower, and also deeply care for
your clients.
Gotham Book is a clean, san serif font
that keeps things simple and lets the
rest of your brand shine.
HEADLINE FONT: QUATTROCENTO BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
SUBHEADLINE FONT: QUATTROCENTRO REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Body Font: Gotham Book
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z

23. 4. VISUAL DESIGN
PRIMARY LOGO
Your primary logo comes in all
variations of your color palette,
with your tagline and without.
PNG files have transparent
backgrounds. EPS files are editable
in Photoshop.
Find your logos in Dropbox here.

24. 4. VISUAL DESIGN
SECONDARY
LOGO
You have 3 secondary logo options
that come in multiple variations of
your color palette.
Find variations in Dropbox here.
PNG files have transparent
backgrounds. EPS files are editable
in Photoshop.

25. 4. VISUAL DESIGN
ICON
The compass symbolizes how you
help your clients explore and
transform their inner worlds by
navigating new experiences in
destinations across the globe.
Find variations in Dropbox here.
PNG files have transparent
backgrounds. EPS files are editable
in Photoshop.

26. 4. VISUAL DESIGN
BACKGROUNDS
The first 3 backgrounds accentuate
the magic and high-quality of your
Magician and Lover archetypes,
while the 4th background brings
out the rugged and adventurous
nature of your Explorer archetype
Background can be found in
Dropbox here.
LOGO
BACKGROUND
BLOG POST
GRAPHIC
WEBSITE
SECTION
BACKGROUND
WEBSITE
SECTION
BACKGROUND

27. 4. VISUAL DESIGN
IMAGE DO’S
Images are a powerful tool that
help communicate your brand
personality, story and values.
Follow these guidelines to keep
images consistent and “on brand”.
General rule: always use images
that align with your color palette
and archetypes.
Groups of people collaborating
and connecting.
Beautiful, serene destinations.
People engaged in contemplative
activities.
Images that highlight your brand
colors.
Images that represent pampering
and relaxation.
Images that represent
transformation or breakthrough.

28. 4. VISUAL DESIGN
IMAGE DON’TS
It's just as important to avoid
images that don’t align with your
brand as it is to use images that
do. Follow these guidelines to
determine what types of images to
avoid.
Overly staged images.
Luxury that emphasizes things
over experiences.
People with edgy/punk styles
Keep it classy and high-end.
Text graphics that don't use your
brand fonts or colors.
Cute /cartoon images that lower
your brand's high-quality feel.
Images of people alone - it's ok to
use some, but in general, keep
imagery focused on groups.

29. 4. VISUAL DESIGN
INSTAGRAM
Here’s an example of how your
Instagram feed could reflect your
brand.
These images are in Dropbox here.

30. 4. VISUAL DESIGN
BUSINESS CARD
Your business card files can be
found in Dropbox here.
BACK
FRONT
OPTION 1
FRONT
OPTION 2

31. 4. VISUAL DESIGN
BLOG GRAPHICS
Your blog graphics follow this
same look and feel with a different
title and image for each graphic.
Your blog graphics can be found in
Dropbox.

32. QUESTIONS?
JESSIEMAY@THEDARINGFEMPRENEUR.COM