This document provides an overview of branding elements for Brookelin Gottlieb's transformational coaching brand. It outlines her brand roots including personality (innocent, magician, explorer archetypes), point of view, tools of transformation, and qualifications. It describes the ideal client as professional men and women seeking more purpose, less stress, and deeper meaning. The brand experience aims to make clients feel connected, grounded, and able to breathe through providing a promise of delivering peace and purpose amid hustle. The communication system outlines the brand's tone, word and phrase vaults, and marketing message which pitches helping clients feel successful internally through movement, meditation and conscious practices.

2. CONTENTS
Your Brand Book explores the personality, message, visuals and
expression behind your brand.
1. Brand Roots
2. Brand Experience
3. Communication System
4. Visual Design
5. Your Brand in Action

3. BRAND ROOTS
Every great brand needs a strong identity.
This is yours.

4. Brookelin Gottlieb
Transformational Coach and founder
of Breathe with Brookelin.

5. 1. Brand Roots
PERSONALITY
Your brand personality is how you show up
as the face of your brand. Your clients have
many choices when it comes to who they
can work with. Your brand personality is what
makes them feel emotionally connected with
you, and choose YOU to be their guide.
INNOCENT, MAGICIAN AND EXPLORER ARCHETYPES
Your natural ability to be present to life’s simple pleasures and
spread love wherever you go reflect your Innocent archetype.
Your Magician archetype is expressed in your commitment to
help your clients experience deep transformation.
Your Explorer archetype helps your clients free themselves
from everyday stress and think outside the box to create lives
of deep meaning and purpose.
YOU ARE:
• Spirited
• Grounded
• Generous
• Love Bug
• Relatable

6. 1. Brand Roots
POINT OF VIEW
Your clients (and future clients) want to know
your point of view - it helps them trust you,
feel aligned with what you stand for and
know if they want to work with you.
POINT OF VIEW
• Everything you need is already within you.
• A little bit of pause goes a long way.
• Meditation isn’t about shutting down thoughts, it's about
letting them start to pass, creating space from inner to outer
body.
• How you show up on your mat is a reflection of how you
show up in your life.
• Emotions ebb and flow. Saying you’re anxious or stressed
doesn’t mean this is your identity, it’s just your experience in
this moment.
• Trust the process.
• To be and not to seem. There are so many people
"seeming" and not “being."
• You can't expect anything from anyone else unless you're
being that thing yourself.
• It's possible to reinvent yourself.
• Movement is life.
• Be who you are, not what the world wants you to be.
• Keep it simple.

7. 1. Brand Roots
Tools of
transformation
The tools, techniques and/or methods you
use to help your clients achieve results.
TOOLS
Coaching
Learn effective tools for how to shift your inner dialogue, call
in your desires and maintain a level of daily balance through
journaling and discussion.
Yoga
By connecting into the rhythm of your own breath, we will
unlock tightness and tension through different postures that
correlate to the areas of the body that you wish to find more
freedom and awareness.
Meditation
Learn how to quiet your body from the inside and breathe into
the now. Release doubt, worry and fear through the practice
of stillness and grounding.
Food
If our body is our temple, then it is important to treat it as a
sacred one. Learn simple tips to add to your daily routine that
can make a huge difference in how you feel.
Crystal Work
Crystals come from the Earth and they can offer up centered
and grounding energy. Coupled with your breath, discover
how to use certain crystals to settle and calm your body.
Dance/Movement
Movement is medicine because it frees up your energy and
allows you to let go, providing the freedom of authentic
expression without boundary.

8. 1. Brand Roots
PROOF
The qualifications, certifications, degrees,
awards, memberships, achievements, etc.
that make you credible in the eyes of your
ideal clients.
PROOF
• Studied Ballet for 22 years
• BFA in Modern Dance
• Certified Yoga Practitioner with 22 years teaching experience
• Pure Barre Master Trainer with 6 years teaching experience
• Pure Barre Fitness Program Developer
• Thai Yoga Therapy Level 1
• Certified in AromaTouch Technique
• Trained in a variety of fitness modalities:
• Budokon
• Piloxing
• Pound

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
• Exploring the outdoors
• Hugging trees
• Walking
• Being in nature
• Writing
• Sharing
• Me time, doing nothing
• Resting and relaxing
• Cooking
• Music
• Spending time with loved
ones
• Art -making colorful things
• Fashion
• Conscious beauty
(products, supplements,
etc.)
• Essential oils
• Moon rituals
• Connecting with other
women
• Sun and moon shine
• Creativity

10. BRAND
EXPERIENCE
Who is your ideal client and what is the experience you
want your brand to create?

11. 2. Brand Experience
Ideal Client
Your ideal client refers to the person your
brand messaging and services are aimed at.
All of your messaging needs to speak to
your ideal clients’ pain points and desires.
IDEAL CLIENT
Professional men and women who look successful on the
outside but are secretly suffering on the inside.
Pain Points
• Purposeless
• Stressed
• Anxious
• Unaligned
• Tired
• Overwhelmed
• Stagnant
• Balance
• Freedom
• Peace
• More energy
• Deeper meaning
• Inner success
Desires

12. 2. Brand Experience
Emotional Impact
How do you want people to feel when they
come in contact with your brand? This could
be through your website, Instagram,
YouTube or private coaching sessions.
EMOTIONAL IMPACT
• Connected with reality
• Settled and grounded in
themselves
• Like they can take a deep
breath
• Possibility/hope
• Worthy
• Expansive
• Included/connected
When my ideal clients come in contact with my brand, they
feel…

13. 2. Brand Experience
Promise &
Purpose
Your brand promise is the consistent value
you promise to deliver across every platform
where your brand shows up. Your brand
purpose describes how you intend to
change the world for the better— it’s WHY
your brand exists beyond just ‘making a
profit’.
PROMISE
Delivering the simple secret to peace and purpose amidst the
hustle of our modern culture.
PURPOSE
To create a world with less hustle and more heart.

14. COMMUNICATION
SYSTEM
What are the words and content you use to clearly
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
your brand.
My tone is…
• Relatable
• Light hearted
• Grounded
• Spirited
And not…
• Offensive
• Judgemental
• Woowoo

16. 3. Communication System
word vault
Consistently sprinkle these specific words
throughout your written and spoken word, to
make your brand messaging recognizable
and memorable.
WORD VAULT
• Expansive
• Free
• Freedom
• Peace
• Certainty
• Simplicity
• Integrity
• Safety
• Trust
• Present
• Playful
• Positive
• Forgiving
• Relax
• Calm
• Honest
• Loyal
• Flexibility
• Growth
• Change
• Courageous
• Ambition
• Alive
• Youthful
• Unique
• Authentic
• Independant
• Individualism
• Wild
• Alive
• Capable
• Spirituality
• Consciousness
• Synchronicity
• Imagination
• Magic
• Manifestation
• Meaningful
• Empowering
• Expressive
• Meaning
• Belief
• Open

17. 3. Communication System
Phrases vault
Consistently sprinkle these specific phrases
throughout your written and spoken word, to
make your brand messaging recognizable
and memorable.
PHRASES VAULT
• Exhale to freedom (tagline)
• Shift your inner dialogue
• A little pause goes a long
way
• Free yourself
• I'm “aliving!"
• Freestyle to freedom
• Be responsible for the
energy you bring
• To be and not to seem
• You hold the paintbrush
• You can't expect anything
from anyone else unless
you're being it yourself
• Bless it, don't stress it
• FITS: Face in the screen
syndrome
• In the flow
• It's possible to reinvent
yourself
• Be fully who you are
• Seek new paths
• Stand up for what you
believe
• Movement is life
• Don't settle
• Be who you are, not what
the world wants you to be
• Life is a journey
• Get outside
• Be true to yourself
• Step into the unknown
• Believe in the power of
intention to create
transformation
• Develop vision and live it
• Connect spiritually
• No limits
• Breathe into/through it
• A little breath goes a long
way
• Breathe into something
way bigger than yourself
• Stay present to what is
• Breathe into what is and
release the hold
• Release the binds that
stand in your way
• Soften your edges
• Let go and let it flow
• Shift on a dime
• Be nice to yourself
• Love up on you first
• Sip in the pause in our
"hustle" culture
• Less hustle more heart

18. 3. Communication System
Marketing
Message
That thing you say when you have a few
moments to introduce yourself in front of a
room. To attract clients and receive referrals,
your marketing message needs to paint a
clear picture of the overall transformation
your ideal client urgently wants.
My name is Brookelin Gottlieb and I am a transformational
guide for successful entrepreneurs and business professionals
who look like they’ve got it goin’ on, but secretly suffer from
feelings of purposelessness, stress and overwhelm due to our
modern “hustle” culture.
My clients crave to feel as successful on the inside as they look
on the outside. They want . . .
• Deeper connection in their relationships
• More meaning in their careers
• Time for self-care
• Inner peace
• And freedom from the repetitive cycles and internal
dialogue that hold them back from feeling fully alive
Through the power of movement, meditation, conscious
lifestyle practices and my expertise in dance, yoga, and
wellness, I guide my clients to release stubborn habits and tap
into their inner wisdom so they can free themselves from the
chains that have taken hold on their lives.
If you’ve ever had so many creative ideas and watched as the
days went by and so did your dreams, collecting dust . . . If
you ever compare yourself to others and become drained and
immobile by it all . . . If you ever feel like you are burning the
candle at both ends and don’t have time for self-care, self-
love, self-healing . . .
Then, let’s definitely connect.
The world is a crazy amazing place and time moves quickly.
Do not let another day go by feeling trapped and unfulfilled.
NOW is THE time to step up and take full responsibility for
your human experience. I’d love to show you how!

19. 3. Communication System
Bio
Whether used in a blurb on social media,
your website, your speaker sheet or a warm
letter, your bio is an important step in
creating connection with potential clients.
Brookelin Gottlieb is a transformational guide for successful
entrepreneurs and business professionals who look like
they’ve got it goin’ on from the outside but secretly suffer
from feelings of purposelessness, stress and overwhelm due to
our modern “hustle” culture.
She's a true believer that what you give is what you get, so
being responsible for the energy you bring is key. Through the
medicinal power of movement and body nourishment, she’s
set out to free you from the chains that have taken hold on
your life so you can attract the relationships and career
opportunities that bring you peace, fulfillment and joy.
She does this by guiding you through a customized plan of
simple, yet consistent lifestyle practices that incorporate,
yoga, meditation, body conditioning, chakra and crystal
activation and writing.
In addition to her private coaching business, Brookelin is a
Body Movement Expert and Master Trainer for Pure Barre
Corporate. She teaches group barre classes in Denver, CO
and yoga and conditioning classes with private clients across
the US.

20. 3. Communication System
Brand stories
Story is a powerful tool to create connection
with your audience, build trust and drive
home the points you want to get across in
trainings and coaching sessions.
BRAND STORIES
Be sure to stay “on brand” with the stories you share. Your
brand tells stories of:
• Transformation
• Exploring the unknown
• Slowing down
• Freedom
Also share plenty of real-life stories (your own and others’) that
show the challenge of staying grounded in our modern
“hustle culture”, as well as what’s possible when you do.

21. VISUALS & DESIGN
What colors, fonts, images and designs represent your
brand personality?

22. 4. Visuals & Design
colors
Your colorful brand palette symbolizes the
chakras, as well as your work transforming
lives from dull and stagnant to rich and
vibrant.
PRIMARY PALETTE NEUTRAL PALETTE
#be0000
#f84830
#f5c44e
#6abe56
#2995b9
#3863ae
#2c217c
#5d2299
#000000
#4a4a4a
#939393
#cccccc
#ececec

23. 4. Visuals & Design
typography
Your brand fonts further develop your brand
personality. Big Noodle Titling is a bold font
that keeps your brand grounded in real life,
practical wisdom. Avenir is a clean san serif
font that gives your brand a modern vibe.
And Opulent Solid is a hand written font
with lots of movement to represent freedom
and the natural flow of breath.
Headline 2 Font: Avenir Medium
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
Paragraph Font: Avenir 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
Accent Font: Opulent Solid
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

24. 4. Visuals & Design
fonts in action
Here’s an example of how to use your fonts
on your website and other marketing
materials.
headline Level 1
No matter where you go in life, the breath is always with you.
1. Work
2. Travel
3. Mountains
Bless it don’t stress it.
Headline Level 2
I compose my own vibration. Emotions happen, but feelings
are fed. I honor what my emotions have come to tell me and I
embrace my power to feed the feelings that I want to stick
with.

25. 4. Visuals & Design
primary Logo
Your primary logo comes in a variety of
colors. Shown here are solid and watercolor
with black arrow boarders. There are even
more options in Dropbox including all colors
with white arrow borders (to use on dark
backgrounds), solid black and solid white.
Click here for more logos
Solid watercolor

26. 4. Visuals & Design
secondary logo
Your secondary logo comes in every color of
the rainbow including white and black (not
shown here). Use your secondary logo as a
“watermark” on social media photos or any
marketing materials where you need
something a little smaller than your primary
logo. You can even make stamps and
stickers from your secondary logo.
Click here for more logos

27. 4. Visuals & Design
Accent marks
Arrows appear in your logo as well as
separate files. Single arrows can be used on
your website and other marketing materials
as spacers to separate groups of text on a
page. Arrows represent your brand’s
commitment to helping individuals move up
and out of stagnation into a vibrant life lived
on purpose.

28. 4. Visuals & Design
patterns
Because your logo is strong and angular to
represent the grounded aspect of your
brand, we’ve used watercolor patterns to
represent flow, freedom and flexibility.
Click here for more patterns

29. Imagery Style

30. 4. Visuals & 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”.
Black and white images
with a hint of rainbow.
Images that represent
exploring the unknown.
Images that represent
being centered in an
urban vibe.
Images that show your
“tools”: crystals, food,
essential oils..
Images that represent
freedom.
Images that represent
being present to life’s
simple pleasures.
Images that represent
new perspectives.
Images that represent
transformation.
Images that show you
dancing or doing yoga.

31. 4. Visuals & Design
Image dont’s
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 stay
away from. Images that show people
with poor posture.
Images that appear too
cute, childish or cheesy.
Images of people
engaged in unhealthy
behavior.
Images that could be
offensive.
Images of “doom and
gloom”.
Quote images that don’t
use your brand fonts or
colors.

32. 4. Visuals & Design
Instagram
Grid Option 1
This grid utilizes rainbow watercolor quote
images with black and white photography.
These images are in Dropbox here.

33. 4. Visuals & Design
Instagram
Grid Option 2
This grid utilizes black and white quote
images with colorful photography. You can
also use your black and white photos with
rainbow overlays in this grid.
These images are in Dropbox here.

34. 4. Visuals & Design
social
It’s important to keep your brand consistent
across social media platforms. Here are
banner options for Facebook and YouTube,
as well as social share buttons to use on your
website or anywhere else you like.
These images are in Dropbox here.
Facebook Banner
Youtube Banner
social share buttons (2 options)

35. 4. Visuals & Design
Business card
You have two business card options. Option
1 has a vertical layout with your photo on the
front and your tagline “exhale to freedom”.
Option 2 has a horizontal layout with
multiple back options that you can have
printed at Moo.com.
Click here for business card files.
Option 1
Option 2

36. YOUR BRAND IN
ACTION
Now it’s time to get out there and LIVE YOUR BRAND!

37. 5. Your Brand in Action
Brand Enemies
Keep away from the following types of
actions, messages and people.
IDEA ENEMIES
• Hustle = success.
• Fairies and unicorns are life.
• Fulfill others’ dreams, not yours.
• Follow the rules.
• White light all around you.
NOT TO DO LIST
• Passive marketing. Don’t post flyers and business cards on
bulletin boards. This is a waste of time.
MY BRAND IS NOT
• Woowoo
• Negative
• For people who are unmotivated or lazy.
• For people who want a quick fix.

38. 5. Your Brand in Action
Next Steps
Here are a few simple steps to start putting
your new brand into action!
BUILD YOUR WEBSITE
Follow the guidelines from your Brand Book to create a
website that represents you and your brand.
TRANSFORM INSTAGRAM
Choose one of the Instagram grid options and start using it to
up level your Instagram profile.
USE ACTIVE MARKETING TO SELL YOUR PROGRAM
Use live speaking, webinars, Facebook and Instagram Lives
and emails to your list to invite potential clients into a
discovery session where you will offer them your program.

39. QUESTIONS?
jessiemay@thedaringfempreneur.com