Relationship Coach Brand Book

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Relationship Alchemist, Andrea Pack's Brand Book

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Relationship Coach Brand Book

  1. 1. Brand Standards ANDREA PA C K
  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 ANDREA PACK
  3. 3. MOODBOARD The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The images chosen convey a desire to journey through their current situation to the other side that is full of light, hope, and possibility. The images are grounded both in where your ideal client is now and where she wants to get.
  4. 4. Brand Message
  5. 5. Position CORE IDEA As a Relationship Alchemist, you help women dissolve conflicts and barriers that stand between them and experiencing love and fulfilling relationships. OUR GOAL Help women restore their courage and confidence to become who they truly are and live an authentic, empowered life. HOW YOU ARE DIFFERENT Andrea embodies her work. She is someone clients feel they can trust because they know she has walked the path herself and she teaches from her own experience. Because of this, Andrea holds a powerful space for her clients because she has been where they are and can lead them through it. WHAT WE DELIVER You work with clients through individual and group coaching/facilitation programs, including workshops and retreats. 01 BRAND GUIDELINES ANDREA PACK BRAND MESSAGE
  6. 6. Personality ALCHEMIST & LOVER PERSONALITY ARCHETYPE Our goal is to help our clients transform relationship from the inside out. We are driven to uncover truth and help women improve in relationships. When they encounter our brand, my audience FEELS: hopeful, guided, accompanied, encouraged, and visible (really seen). You are: • Profound • Intuitive • Understanding • Authentic • Strong/Empowered • Courageous/Vulnerable • Passionate 01 BRAND GUIDELINES ANDREA PACK BRAND MESSAGE
  7. 7. Point Of View Who you are is worthy and lovable. There is nothing you need to do in order to earn love. It’s time to stand for what you deserve. 01 BRAND GUIDELINES ANDREA PACK BRAND MESSAGE
  8. 8. Remember who you are. MANIFESTO
  9. 9. Unfair Advantage Your gifts are numerous. Your ‘unfair advantage’ is your: • Effortless intuition • Unique set of life experiences • Natural/powerful embodied presence (holding space) • Gift of communication (storytelling, metaphors, teaching) 01 BRAND GUIDELINES ANDREA PACK BRAND MESSAGE
  10. 10. Design & Visuals
  11. 11. Logo 02 VISUAL IDENTITY Your main logo is classy, clean, and engaging - like you! The geometric butterfly will become a recognizable aspect of your brand’s visual identity and can be used on its own. BRAND GUIDELINES ANDREA PACK ANDREA PA C K
  12. 12. Primary Colors VISUAL IDENTITY Your primary brand colors are very ‘alchemist.’ The deep blues and greens evoke a sense of wisdom and depth. #2b4575 20% 40% 60% 80% #318579 #5994b6 20% 60% 20% 60% BRAND GUIDELINES ANDREA PACK 02
  13. 13. Secondary Colors VISUAL IDENTITY The yellow accent color is symbolic of the transformation that your clients take. By working with you, they find their own light. The grey neutral colors ground the rest of the palette. #deb979 #53585f #dcdee0 BRAND GUIDELINES ANDREA PACK 02
  14. 14. Texture VISUAL IDENTITY In leu of patterns, your brand will use natural textures to complement your designs. These textures come from crystal and marble - deep, everlasting, and stable materials. BRAND GUIDELINES ANDREA PACK 02
  15. 15. Typography Headlines 1 & 2: Calluna ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() VISUAL IDENTITY Body: Proxima Nova ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() The fonts used in your designs will be Calluna and Proxima Nova. Calluna has a ‘wisdom’ and ‘trustworthy’ feel to it. Proxima Nova contrasts it nicely with a warm (round) and modern feel. BRAND GUIDELINES ANDREA PACK 02 HEADLINES 3: PROXIMA NOVA SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()
  16. 16. 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 3 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 Main font color: #2b4575 Links: #318579 Accent (headline 3): #5994b6 BRAND GUIDELINES ANDREA PACK 02
  17. 17. Image Style
  18. 18. Image Do’s VISUAL IDENTITY BRAND GUIDELINES ANDREA PACK Black and white photos that help emote the “feeling” your clients are experiencing Images that could be your ideal client. Natural abstract images in your brand’s color scheme. Images that show the “journey” your clients are going through. From haze to clarity, dark to light, etc. 02 When choosing images for your brand, pick ones like these.
  19. 19. Image Don’ts VISUAL IDENTITY BRAND GUIDELINES ANDREA PACK Pictures of dudes. It’s all about the ladies! Images that are too “woo woo” or magical feeling. Inaccessible photos of you or other women that feel too “out of reach” for your clients Textures or patterns that aren’t found in real life 02 When choosing images, avoid ones like these.
  20. 20. Words & Content
  21. 21. Tone Of Voice BRAND GUIDELINES ANDREA PACK 03 BRAND COMMUNICATION Content and communication from your brand should be descriptive, metaphor, and story- rich. Examples should include symbolic visuals that you use to describe key learning points (the marble, seeing through the keyhole in a locked door and seeing what’s behind the door, metamorphosis). You’ll sound: • Positive & empowering • Confident • Wisdom/palatable • Intimate • Warm & loving • Authentic
  22. 22. Tone Of Voice BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION WE WOULD SAY Hi love, WE WOULDN’T SAY Greetings, WE WOULD SAY Access your inner wisdom and embody your true self… WE WOULDN’T SAY Join my newsletter list 03
  23. 23. Word Bank • Inner wisdom and intuition • Self-honoring choices • Soul essence • Love yourself • Uncover your true self • Inner confidence • Healthy boundaries • Take a stand for yourself • Express your truth/authentic expression • Authentic empowerment • Authentic self • Permission to receive more joy • Soul sister • Gorgeous BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION 03
  24. 24. Tagline Love creates possibilities. OTHER OPTIONS • Live true to yourself in relationships and life. • Dare to be seen for who you truly are. • Courage and confidence to be your true self • Live your true you. • It takes courage to live an authentic, empowered life • Create the life and relationships you love • Create an authentic, empowered life • BeYOUtiful Confidence BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION 03 Your tagline is a “catch phrase” that describes your work to others at a glance. It is also used as your main headline on your website.
  25. 25. Bios TITLE Relationship Alchemist for Women 1-SENTENCE BIO Andrea Pack, the Relationship Alchemist, empowers women to embody their confidence and have the courage to create fulfilling relationships. 3RD-PERSON BIO Andrea Pack, the Relationship Alchemist, helps women dissolve conflicts and barriers that stand between them and experiencing love and fulfilling relationships in their life. She earned a Masters Degree in Spiritual Psychology from the University of Santa Monica and trained in embodiment work, trauma resolution, and somatic counseling. BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION 03
  26. 26. Stories LOW TO HIGH ORIGIN STORY Your low to high story is your young marriage and the discovery of your authentic self and soul’s needs in the years that followed. WHY STORY My passion for this work… how I’m living the work… always felt called to do this work with women! HUMAN ELEMENTS Personal stories – following my own truth and intuition instead of listening to what others wanted me to be and do for them… my path of where I’ve lived and my journey… my transformed relationships and empowered life! CLIENT STORY Share (anonymous) stories of the transformations that your clients and girlfriends have experienced working with you. BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION 03
  27. 27. Content 1. VALUING YOURSELF – Discovering that what makes you worthy, whole, lovable and complete is already within you and not outside of you. Setting healthy boundaries, making self honoring choices to build healthy relationships in your life 2. BEAUTIFUL IMPERFECTION – Stories, content, and teaching about feeling shame for not feeling/looking/being “good enough” 3. RELATIONSHIPS – How our own “stuff” manifests in our relationships with others and how to look within yourself to heal those places and improve your relationships (friends, partner, children, coworkers, family). BRAND GUIDELINES ANDREA PACK BRAND COMMUNICATION 03 You are a wealth of content! It’s time to build up your ‘body of work’ on your website so that people can experience your gifts. These topics stood out to me in your notes.
  28. 28. Live Your Brand
  29. 29. Action Steps GET THE SITE UP I have a SquareSpace website started for you — keep building out the content and launch it ASAP. SquareSpace has a personal option that is the same price as Weebly, and better customization (branding) options. There’s still a lot of stock text/images on the site that need to be replaced with your content. CREATE YOUR BODY OF WORK Start publishing content on a regular basis. I can’t wait to read & watch more of your content. The world needs you now! CREATE YOUR OPT-IN GIFT & EMAIL LIST Building your email list is a priority - create a 2-5 page opt in gift (quick start guide, checklist, an exercise workbook) to offer for new email subscribers. MailChimp is an easy email platform to start with. CREATE YOUR METAMORPHOSIS PROGRAM & STARTER PRODUCT Make it easy for people to give you money. Make it clear how people can work with you the value that you provide (beyond the number of sessions/weeks.) SHARE YOUR GIFTS You would be a fantastic interview for people who do podcasts & video shows. Pitch yourself as an expert to hosts. 04 BRAND GUIDELINES ANDREA PACK LIVE YOUR BRAND
  30. 30. Brandemies IDEA ENEMIES • External validation • Playing small & hiding • “Perfection” • Constant doing and busy-ness NOT TO DO LIST • Only present the positive - we need to be vulnerable to live by example for our clients • Only provide information - we need to invite people to show up for themselves and take action WE ARE NOT • A ‘quick fix’ option • A beginner/introductory option BRAND GUIDELINES ANDREA PACK LIVE YOUR BRAND 04
  31. 31. Questions? kaye@kayeputnam.com

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