This brand book provides guidelines for Jeff Riddle's coaching brand. It establishes the brand's core message as helping clients through transformation by providing a safe space for self-acceptance and deciding how to move forward. The brand personality is described as wise, reassuring, and accepting. Design elements include a minimalist logo, earth tone color palette, and photographic images reflecting nature. The tone of brand communications aims to be inviting and unjudging. Stories from clients and the founder's personal experiences are emphasized to connect with audiences. Next steps include professional photography, developing the website further, and publishing long-form written content.

1. BRAND BOOK
Standards and Guidelines
BRAND BOOK
Standards & Guidelines

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 JEFF RIDDLE

3. BRAND
MESSAGE

4. POSITION
Core Idea
People don’t need to be fixed. They need – and deserve – a safe space for
self-acceptance, overcoming obstacles and deciding how to move forward.
You serve your clients as the creator of that space and facilitator of the
transformation process.
Your Goal
To bring a sense of healing and wholeness to the entire world by helping
individuals address their pasts, embrace their true selves, and take control
of the future.
How You Are Different
You do not impulsively consume and produce content, programs or
theories. You use logic, experience and deeply ingrained instinct to
formulate your own ideas and processes. You see people for their integrity
and value, and guide them as they seek to clarify that vision for
themselves. While working with your clients, you are able to quickly
identify and break down obstacles, clearing the way for the transformation
process to begin. In turn, your clients feel embraced and seen, accelerating
the process and improving the likelihood of long-term change.
What You Deliver
Through coaching and retreats, you provide your clients with a reliable,
stable, safe outlet to do the (often uncomfortable) work of self-exploration
and analysis. As a result, your clients gain a sense of personal fulfillment
that inevitably has a positive impact on every extension of their reality.
BRAND GUIDELINES JEFF RIDDLE
BRAND MESSAGE
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5. PERSONALITY
PRIMARY PERSONALITY ARCHETYPE: MAGICIAN
SECONDARY PERSONALITY ARCHETYPE: SAGE,
CAREGIVER
Your mission is to guide individuals toward
personal transformation, and, in turn, help the
world acknowledge the value of intrinsic
wholeness, worth, and love.
When they encounter your brand, your audience
FEELS: cared for, enlightened, seen, respected,
understood, safe.
You are:
• Engaged
• Analytical
• Smart
• Passionate
• Knowing
• Compassionate
• Honest
• Dedicated
BRAND GUIDELINES JEFF RIDDLE
BRAND MESSAGE
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6. POINT OF
VIEW
BRAND GUIDELINES JEFF RIDDLE
BRAND MESSAGE
People don’t need a hero, they need guidance to shift their perspective
and help themselves.
To realize actual change, we must acknowledge that our decision-making
is influenced by a culmination of our unique experiences. We are not
broken individuals in need of fixing, we are capable human beings. When
provided with the appropriate space and guidance, we hold the power to
self-heal and transform our realities.
Focusing on our own intrinsic well-being has a massive positive impact
on our external reality and the global community as a whole.
When you are in touch with your own values and self-worth, you are
more open to the needs and values of others. This alignment leads to
better decision-making, increases our resilience to emotional pain, and
motivates us to foster stronger connections with other people and the
planet.
Transformation manifests in different forms for every individual.
There is no 7-step program or hidden secret to unlocking self-healing and
change. As unique individuals, we each bring a distinct set of
experiences, traits, values and obstacles to the table. To start moving
toward our desires and away from pain, we must be flexible and open to
unexplored paths.
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8. UNFAIR
ADVANTAGES
• Ability to make your clients feel
comfortable, understood and accepted
• Highly customized approach to change
for each client you work with
• Insight to tap into and address internal
obstacles quickly
• Impactful results that your clients feel
internally and see manifest as tangible
changes in their lives
BRAND GUIDELINES JEFF RIDDLE
01
BRAND MESSAGE

9. DESIGN &
VISUALS

10. LOGO
VISUAL IDENTITY
Your logo is a clean and simple
representation of your brand. It introduces
your ideal clients to you. The symbol is
infused with meaning.
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BRAND GUIDELINES JEFF RIDDLE

11. PRIMARY
COLORS
VISUAL IDENTITY
Your primary brand color is a
grounded forrest green. Although
technically a cool color, the green
feels familiar and warm. The mint
color adds a modern and unexpected
touch. Copper rounds out the primary
colors with a warm, bright hue.
Forrest Green
#333f3d
20% 40% 60% 80%
Yellow Copper
#dba262
Mint
#d5ead6
20% 60% 20% 60%
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BRAND GUIDELINES JEFF RIDDLE
Use for backgrounds and main color on marketing
materials and website.
Use as an accent on
marketing materials &
website.
Use for buttons, links, and
other areas you want to draw
attention to.
02

12. TYPOGRAPHY
HEADLINES:
ETHOS ALL CAPS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()
VISUAL IDENTITY
Body: Ethos Regular
(Turn off automatic ligatures)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()
The font used in your brand is an interesting
mix of unique elements with traditional
styling. It speaks to your desire to get to the
root of things, and yet yields unconventional
results.
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BRAND GUIDELINES JEFF RIDDLE
02
Captions: Gilroy Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()

13. IMAGE STYLE

14. IMAGE
DO’S
VISUAL IDENTITY
BRAND GUIDELINES JEFF RIDDLE
Forests/landscapes/cabin in the woods Pictures of you, either in nature, or in the context of
work (speaking, coaching, etc.)
Glimpses into your ‘everyday’ life Artistic images of people that could be your
target client
When choosing images for
your brand, pick ones like
these.
The unsplash.com style of
stock photography works well
for your brand.
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15. IMAGE
DON’TS
VISUAL IDENTITY
BRAND GUIDELINES JEFF RIDDLE
Cartoon or vector images - use
photographs instead
Colors/patterns that are way outside
of your color scheme
Images of people who are outside of your
typical demographic (too old, too young)
People doing something in a stock photo
that wouldn’t happen in real life
When choosing images, avoid
ones like these.
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16. PATTERN
VISUAL IDENTITY
The imagery of tree trunk rings will
show throughout your brand. Also, a
custom pattern based off of your logo
mark adds visual interest when needed.
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BRAND GUIDELINES JEFF RIDDLE
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17. BRAND GUIDELINES JEFF RIDDLE

18. BRAND GUIDELINES JEFF RIDDLE

19. BRAND GUIDELINES JEFF RIDDLE

20. WORDS
& CONTENT

21. TONE OF
VOICE
BRAND GUIDELINES JEFF RIDDLE
BRAND COMMUNICATION
All of your brand communication should reflect the enduring
values that you bring to every client interaction. Your tone
should always be inviting and unjudging, and conversations
should leave room for the other person to speak up and be
heard. By asking thoughtful questions and creating engaging
outreach methods, you will reinforce the idea of your brand
being about the receiver (the client) versus the sender (you).
Examples should include stories from your research and
learning, personal experiences and lessons from previous work.
You’ll sound:
• Wise
• Reassuring
• Inspiring
• Warm
• Accepting
• Reliable
Not:
• Judgmental
• Closed-off
• Elitist
• Indecisive
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22. WORD
BANK
• Do the work
• Transformation
• Safe space
• Self-worth
• Clarity
• Distorted
• Cared for
• Not about me
• Make a difference
• Intrinsic well-being
• Wholeness
• Take control
• Discomfort is not suffering
• Truth
• Visionary
• Guidance
BRAND GUIDELINES JEFF RIDDLE
BRAND COMMUNICATION
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23. TAGLINE
Soul work to improve your human
experience.
OTHER OPTIONS
• Restoring wholeness, acceptance and truth to
the world – one individual at a time.
• Opening the door to holistic transformation.
• Guiding visionaries of all kinds to discover
their own intrinsic well-being.
BRAND GUIDELINES JEFF RIDDLE
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.
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24. STORIES
CLIENT STORIES
Sharing past client experiences, namely the
indescribable “magic” they encountered working with
you, will be an essential selling point for your
messaging.
YOUR “WHY”
Your dedication to improving the global community and
your industry as a whole plays a large role in your
“why”. Share this passion with your audience to
demonstrate your commitment to bettering each
individual.
HUMAN INTEREST
Sprinkling in personal anecdotes (such as the one about
your son asking, "Dad, what were you doing to make a
difference?") brings your brand personality down to
earth. Your audience will start to relate to you and see
you as a presence in their lives before you even meet.
BRAND GUIDELINES JEFF RIDDLE
BRAND COMMUNICATION
Stories sell. Use them in your client
consultations, marketing, and conversations.
By brainstorming stories that fit each of
these categories, you’ll have a collection that
you can tell over and over again that
support and build your brand.
03

25. LIVE YOUR
BRAND

26. ACTION
STEPS
GET YOUR BRAND PHOTOS TAKEN
I’d love to see your photos taken outside, so the natural color
scheme melds with your brand. In addition to “normal” shots
of you in the environment, I’d love to see images of you that
are slightly ‘different.’ One example I’m imagining is one
with a plain background, you looking straight at the camera,
close up, with only half of your face showing. An image like
that could work powerfully as a website header. You could
also have the photographer do some more ‘abstract’ images
like your hands reading a book, a portion of your face when
you are talking, etc. The mystery and unconventional
framing would help communicate your brand message.
BRING YOUR WEBSITE TO LIFE
Work with your designer to incorporate the colors, brands,
voice, & ethos into a website. Aside from your content, I’m
imagining the content to be very minimalist - not a lot of
explaining what you do. Let your testimonials to do most of
the talking.
PUBLISH YOUR LONG FORM CONTENT
Start building an online audience around your writing in
preparation for your book release. (We’re all looking forward
to reading your wisdom!)
BRAND GUIDELINES JEFF RIDDLE
LIVE YOUR BRAND
04

27. QUESTIONS?
kaye@kayeputnam.com