This document provides an overview of the branding and rebranding process for White Tiger Qigong. It outlines three key phases: discovery, identity, and execution. In the discovery phase, the business is deconstructed to understand needs. The identity phase establishes the brand's identity, mission, and vision. In the execution phase, deliverables include a refined brand narrative, new logo, brand colors, typography guidelines, photography treatment, and social media branding. The goal is to create a unified brand that resonates through all customer communications and represents what the business stands for.

1. WHITE TIGER QIGONG
TAKING CARE
OF YOUR
BRAND
A guide to re-branding and establishing a winning
presence

2. Key Points to Cover
WHAT THE GUIDELINES INCLUDE
White Tiger Qigong Identity
Your Brand Strategy
Logo
Colours
Typography

3. White Tiger
WHAT DOES YOUR BRAND STAND
FOR?
Your brand must become the defining element
of the business. A visual interpretation of all that
you stand for and deliver as a business on all
levels.

4. Branding adds spirit and a soul
to what would otherwise be a
robotic, automated, generic
price-value proposition.
MORE THAN JUST A LOGO
DAVID AAKER

5. DISCOVERY PHASE
Deconstructing the business and
understanding what you need is the first
part and most crucial part of this phase.
IDENTITY PHASE
Who are you? Establishing your identity,
why you exist, why you do what you do
and why there is a need for you is key to
creating identity.
EXECUTION PHASE
This is where the magic happens, we take
all we have discovered and who we agree
you are and start turning this into your
brand.
Our Brand
Strategy

6. Discovery Phase
YOUR WHY
YOUR MISSION
YOUR VISION
BRAND
PERCEPTION

7. IDENTITY PHASE
White Tiger
Qigong
A WORK IN PROGRESS

8. Identity Phase Deliverables
TWEAKING THE BRAND NARRATIVE
Refined Mission Brand Value Tagline

9. Your New Logo
A FRESH NEW LOOK
Once we have established your identity
we will move to creating your new fresh
logo

10. Logo Creation Process
LIFECYCLE OF A LOGO
RESEARCH
Understand the
data, feedback
and research you
have available
OBJECTIVES
Agree on the
objectives and
reasoning
behind the
refresh
ITERATION
Create variants to
explore the wins
and losses within
the logo creation
REVISIONS
Refine and
develop to final
agreed logo
DELIVER
Supply logo and
brand identity for
next phase
implementation

11. Logo Variations
DIFFERENT TREATMENTS
We will need to ensure that the logo
meets all usage formats and is suitably
created for multiple channel use and
marketing peripherals, so the logo is
consistent wherever it appears.

12. CORRECT LOGO USAGE
WITH EXAMPLES
Brand guidelines will be created
to show correct and incorrect
usage of the logo for brand
consistency by all authorised and
licensed users.
Logo Dos
and
Don'ts

13. Colours
MAIN COLOUR
We will establish a main colour
PRIMARY COLOUR
Primary colours based on the main colour will
enable brand colour balance
COMPLEMENTARY COLOURS
Complementary colours will provide greater
colour usage in areas such as the website and
branding of social channels

14. Typography
BASIC PRINCIPLES
It is essential to enhance the readability of information, understanding
typography and its impact is key to achieving the best use of
everything textual that the business produces.

15. Typography
TYPEFACE
The typeface
must brand align
with the subject
matter,
demographic and
tone
WEIGHTS
Typeface weights
need to be
structured to
ensure balance
and best division
of textual matter
and content
WEB &
SCREEN
We must ensure
that the
typography fits
with not only the
brand persona
but considers the
variants of
diverse digital
formats
OTHER
Best practices for
the typography
must established
so the brand
consistency is
maintained
across other
media, promo
and marketing
uses

16. Hierarchy
Guidelines
STRUCTURE GUIDELINES
The principles of visual hierarchy will be
applied to guarantee a positive reading
and visual engagement for the viewer

17. Creating a Brand Voice
HOW WE SPEAK TO CUSTOMERS
YOUR BRAND
What does your brand
sound like? We must
create the correct
tone of voice.
COMMUNICATIONS
The tone must
resonate through all
communications of
the business
WRITING STYLE
We must ensure a
style of writing that
aligns with the tone

18. Photography
Treatment
We must ensure that the brand is not
compromised by the use of sub standard
imagery

19. USE OF IMAGERY Within the branding and guidelines
there must be a focus on the type of
imagery that will be used. This is to
ensure the brand is not damaged by
sub standard images.

20. Photography Guidelines
SELECTION
There will a guideline to
selection of images for
use
CROPPING
It essential to ensure how
images are cropped and
used to maintain brand
styling
GRAPHIC
TREATMENT
As with any brand there is
always artistic
interpretation and It is
essential to control this
with guidelines

21. Social Media Branding
YOUTUBE
Applying the brand and
colour ways to video
will be a strategic
focus
SOCIAL MEDIA
Use of the brand and
colours ways must be
consistent on social
channels for brand
reconigtion
ONLINE CONTENT
We must ensure that
any listings, content,
landing pages, reviews
and such like, are
where possible, within
brand guidelines