This brand guidelines document provides guidance on building Dr. Katie Henry's brand identity. It outlines her brand's core message of helping people find joy through transformation. Key elements include focusing on childlike curiosity, embracing one's inner child, and living a joyful life. The document covers brand foundations like vision, values, and credibility. It also provides direction on visuals, tone of voice, content themes and other branding elements. The overall goal is to create a movement encouraging people to fuel their joy.

1. B R A N D
C L A R I T Y
with
BRAND:
DR. KATIE HENRY

2. C O N T E N T S
This brand standards document explores the message,
visuals, and expression of your brand.
1. B R A N D F O U N D A T I O N
2. W O R D S & C O N T E N T
3. D E S I G N & V I S U A L S
4. L I V E Y O U R B R A N D
BRAND GUIDELINES DR. KATIE HENRY
D
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A T I E
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J O U R
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2 0 1 7
s i n c e

3. BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation

4. C O M M I T M E N T
Your Brand Commitment are
the basic building blocks of
your business: who you
serve and the value you
provide to them.
1 . B R A N D F O U N D A T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
C O R E I D E A
Help people motivated for change to transform their lives through 1-1
coaching, group programs, and in- person workshops.
Y O U R G O A L
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.
W H O Y O U S E R V E
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.
T H E E N D R E S U L T
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.

5. C O N T E X T
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.
1 . B R A N D F O U N D A T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
H O W Y O U A R E D I F F E R E N T
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.
V I S I O N F O R F U T U R E
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”.

6. C H A R A C T E R
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.
1 . B R A N D F O U N D A T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
C A R E G I V E R & S A G E
P E R S O N A L I T Y A R C H E T Y P E S
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.
Y O U A R E :
• Welcoming
• Devoted
• Warm
• Generous
• Inspiring
• Knowledgeable
+

7. C H A R A C T E R
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.
1 . B R A N D F O U N D A T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
P O I N T O F V I E W
B E C U R I O U S
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.
R E M E M B E R T H A T Y O U R N A T U R A L S T A T E I S J O Y
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.
P U T Y O U R S E L F F I R S T
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

8. Manifesto
BRAND GUIDELINES DR. KATIE HENRY
Live every day in a constant state of
childlike joy and wonder.
D R .
K A T I E
H E N R Y
fuel your joy

9. C R E D I B I L I T Y
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.”
1 . B R A N D F O U N D A T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
Y O U R ‘ U N F A I R
A D V A N T A G E S ’ A R E :
• 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.

10. Words and Content
BRAND GUIDELINES DR. KATIE HENRY

11. T O N E
O F V O I C E
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
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.
Y O U W I L L S O U N D :
• Empowering
• Passionate
• Approachable
• Fun
A N D N O T :
• Judgemental
• Strict
• Forceful
• Monotonous
2 . W O R D S & C O N T E N T

12. W O R D B A N K
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
• 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
2 . W O R D S & C O N T E N T

13. N A M E S
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
• Fuel Your Joy
• Fuel Your Joy Fridays
• Igniting your intuition
• Heal your body
• Nourish your soul
B U S I N E S S F O C U S E S :
2 . W O R D S & C O N T E N T

14. T A G L I N E
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
• 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
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 . W O R D S & C O N T E N T

15. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
Y O U R O W N P A T H O F T R A N S F O R M A T I O 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.
C L I E N T S T O R I E S
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.
S T O R Y O F T H E J O Y O F A C H I L D
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
realise how valuable those emotions are as an adult.
S T O R I E S
2 . W O R D S & C O N T E N T

16. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
C O N T E N T
T H E M E S
2 . W O R D S & C O N T E N T • 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.
I M P O R T A N T !

17. BRAND GUIDELINES DR. KATIE HENRY
Design and Visuals

18. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
M O O D B O A R D
3 . D E S I G N & V I S U A L S
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. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
C O L O R S
3 . D E S I G N & V I S U A L S
T E A L
E M E R A L D
D A R K
O C E A N
R E D
B L U E /
G R E Y
G O L D /
B R O N Z E
W H I T E

20. T Y P O G R A P H Y
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
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.
3 . D E S I G N & V I S U A L S A I R E B O L D P R O
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
T I T I L I U M W E B
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
S A T U R D A Y
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

21. F O N T S I N
A C T I O N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
This is a description paragraph. It explains the purpose of the page
and describes the title to the left.
3 . D E S I G N & V I S U A L S
H E A D L I N E L E V E L 1
1. Example
2. Example
3. Example
4. Example
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.
H E A D L I N E L E V E L 2
• Example 1
• Example 2
• Example 3
• Example 4
“This is a quote from a very impressive person.”
I M P O R TA N T P E R S O N

22. L O G O
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
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.
3 . D E S I G N & V I S U A L S
Dr. Katie Henry
F U E L Y O U R J O Y

23. S T A M P /
W A T E R M A R K
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
These stamp/watermark
options were designed to fit
your brand message and
personality. The submarkets are
used for design variety in
different applications (image
watermark, photo overlay, etc.)
3 . D E S I G N & V I S U A L S
K H
D R .
K
A
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N
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—FU
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J
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—
D
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.
K
A T I E
H
E
N
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F
U
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L
J O U R
J
O
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K H
2 0 1 7
s i n c e

24. P A T T E R N S
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
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.
3 . D E S I G N & V I S U A L S

25. Image Style
BRAND GUIDELINES DR. KATIE HENRY

26. I M A G E D O ’ S
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
When choosing images for your
brand, pick ones like these.
3 . D E S I G N & V I S U A L S
CHILDREN PLAYING/LAUGHING TAKING TIME FOR YOURSELF
IMAGE OF HANDS - SYMBOLIZING POWER OF TOUCH

27. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
CHILDREN PLAYING/LAUGHING TAKING TIME FOR YOURSELF IMAGE OF HANDS -
SYMBOLIZING POWER OF
TOUCH
3 . D E S I G N & V I S U A L S
I M A G E D O ’ S
When choosing images for your brand, pick ones like these.

28. I M A G E D O N T ’ S
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
When choosing images,
avoid ones like these.
3 . D E S I G N & V I S U A L S
IDEAL CLIENT DOING THINGS
FOR OTHERS
BLACK AND WHITE PHOTOS
IMAGES SHOWING PAIN AND FRUSTRATION

29. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
IDEAL CLIENT DOING
THINGS FOR OTHERS
BLACK AND WHITE PHOTOS IMAGES SHOWING
PAIN AND FRUSTRATION
3 . D E S I G N & V I S U A L S
I M A G E D O N T ’ S
When choosing images, avoid ones like these.

30. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
D R .
K A T I E
H E N R Y
fuel your joy
F U E L
Y O U R
J O Y .
dr. Katie Henry
I C O N S / S Y M B O L S
3 . D E S I G N & V I S U A L S

31. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
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F U E L
Y O U R
J O Y
L E A R N M O R E
L E A R N M O R E
S A M P L E D E S I G N S
3 . D E S I G N & V I S U A L S

32. D R .
K A T I E
H E N R Y
fuel your joy
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Fuel
Your
Joy
S A M P L E D E S I G N S
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
3 . D E S I G N & V I S U A L S

33. Live your Brand
BRAND GUIDELINES DR. KATIE HENRY

34. W E B S I T E P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D

35. F A C E B O O K P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D

36. T W I T T E R P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D

37. I N S T A G R A M P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D
Business Name
320 posts 1500 followers 650 following
Short description of the business + website link.

38. P I N T E R E S T P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D
Business Name 1500
followers
650
following
Short description
of the business +
website link.

39. P I N T E R E S T P R E V I E W
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D
Business Name 1500
followers
650
following
Short description
of the business +
website link.

40. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
I D E A E N E M I E S
B R A N D
E N E M I E S
4 . L I V E Y O U R B R A N D
• I am too busy to change
• Martyr attitude: I’m too busy doing good for others,
I don’t have time to dedicate to myself
• Tell someone to do something without explaining why
• Focus on tasks instead of results or feelings
N O T T O D O L I S T
• 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.
W E A R E N O T

41. B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
L A U N C H R E B R A N D E D W E B S I T E
A C T I O N
S T E P S
4 . L I V E Y O U R B R A N D
• Use the new brand fonts, logo, colors, etc to
update all of your brand touch points.
• 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.
S C H E D U L E A P E R S O N A L B R A N D
P H O T O S H O O T
• Narrow down platforms where you see the most traffic
and execute on a consistent plan for being visible.
C R E A T E A N D E X E C U T E V I S I B I L I T Y P L A N
F U E L
Y O U R
J O Y .
dr. Katie Henry

42. V I S I B I L I T Y P L A N
B R A N D G U I D E L I N E S D R . K A T I E H E N R Y
4 . L I V E Y O U R B R A N D
M T W T F S S

43. Questions?
BRAND GUIDELINES DR. KATIE HENRY
kaye@kayeputnam.com