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BRAND STANDARDS
CONTENTSThis brand standards document explores the message, visuals, and expression of the Blogging in Balance brand.
1. Brand Message2. Design & Visuals3. Words & Content4. Live Your Brand
BRAND GUIDELINES BREATHE EASY HOMES
MOODBOARD
In the mood board, I wanted to capture the feeling of “home” and “family” and mix them with natural looking elements. I focused on images with softer colors to convey a feeling of comfort.
brand message
POSITION
CORE IDEABreathe Easy Homes helps keep your home’s air clean of irritants and pollutants so you can live healthy and breathe easy.
OUR GOAL We want to give our clients a feeling of being cared for as we care for their home.
HOW WE ARE DIFFERENT Compared to the more “commercially-focused” businesses in the market, we are very warm, friendly, and approachable. We want to spend time educating our potential clients on the importance of clean air in their home.
WHAT WE DELIVERHome air care services for residential places.
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BRAND MESSAGE
PERSONALITY
CAREGIVER PERSONALITY ARCHETYPE
A person’s home is their most personal place. It’s where they raise their children, cook their meals, and laugh with friends. We want to take care of them by caring for their home.
Our greatest motivation is to help others stay happy & healthy.
Our audience FEELS: Loved, taken care of, safe.
We are:• Warm• Caring • Generous• Motherly• Natural
Channel your inner Mother Theresa or “nonprofit” mindset as you work with your clients.
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BRAND MESSAGE
POINT OF VIEW
EVERYONE DESERVES A HEALTHY HOMEOur homes are our sanctuary, but if the air in your home is making you sick, that’s simply not acceptable. We’ll help restore your safe place back to the welcoming place that it should be.
GENEROUS SERVICESome of our neighbors who need our help the most can’t afford our services. We want to build a business that can afford to give back to these families.
FAIRNESS & HONESTY Our mothers taught us to treat others like we’d like to be treated. We employ the same principals to working with our clients.
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BRAND MESSAGE
We care for our clients like we would our own family.
manifesto
design & visuals
LOGO
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VISUAL IDENTITY
Your logo “feels” like a breath of fresh air with the extended curve in the script of “easy.” There is a horizontal version for the website menu (or other tight spaces.) This text can be used with your Uncle’s house icon.
PRIMARY COLORS
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VISUAL IDENTITY
These are the primary colors we want your brand to be known for. The greens help us communicate a clean & healthy home. The yellow is a bright and cheery accent color that can be used for buttons and other “Calls to Action.”
#66704f
#e0e2dc #c2c6b8 #a3a995 #848c72
#bbd196 #fcca7e
#e4edd5 #d6e3c0 #fff5e5 #fddfb1
SECONDARY COLORS
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VISUAL IDENTITY
The secondary colors of your brand should be used as background colors, font colors, and secondary accents.
#f6efdd #f6f5f1 #ffffff
#5e584c #a3acb0 #ced8db
PATTERNS
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VISUAL IDENTITY
I chose the patterns and textures here to accent your brand. They both fit your color palette beautifully the green and warm neutral colors. The leaf pattern is friendly - it should remind people of a cozy home.
TYPOGRAPHY
HEADLINES: LANE NARROW
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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VISUAL IDENTITY
Body: Merriweather
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Accent: Featherly ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
I deliberately chose fonts that were thin to convey a clean & airy feel. The headline font, Lane Narrow does both of these things. If needed, it can be substituted for Raleway Light on the website (which is very similar) Merriweather contrasts it nicely and is also easy to read and should be used as the body font. The accent script, Featherly, should be used sparingly.
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 2
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
HEADLINE LEVEL 3
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VISUAL IDENTITY
This page shows what your main fonts look like on your website. Raleway Light (headlines, pull quote) and Merriweather (body) are very easy to read and convey a warm and friendly message.
ICONS
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VISUAL IDENTITY
Icons can be used in web design to call attention to specific information. The style is light and simple, just like the fonts are to convey a friendly & airy feel.
image style
words & content
TAGLINE/ HEADLINE OPTIONS
Keep your home healthy.
Home air care for your family.
Keep them safe with a healthy home.
We make house calls to keep your home’s air healthy.
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BRAND COMMUNICATION
TONE OF VOICE
Content and communication from Breathe Easy Homes should sound like it’s being said by your concerned Auntie. We want the best for our families.
We want to use plain, easy to understand language and sprinkle in phrases and slang that you’d hear around your family.
Education and examples should include lots of real world stories from real people - not statistics or textbooks.
You’ll sound:• Caring but not condescending • Warm but not over the top • Knowledgeable but not technical• Calm not alarmist
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BRAND COMMUNICATION
The tone of voice you hear from your best friend versus a police officer is going to be dramatically different. Here’s how your should sound.
STORIESLOW TO HIGH (CAREGIVER STYLE)When explaining the origin story of your brand, we want to use an example of an actual family you’ve worked with. Share the low point - how the air in their home was making them sick - and then contrast that with their life now that their home air is clean.
WHY STORY Why are you so motivated to help families with their homes? Be sure to share your “why story” freely on your website, while networking, and in marketing materials.
KEEP IT HUMANSprinkle in stories about family life and caring for a home that may not be directly related, but help people build an emotional connection with your brand.
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BRAND COMMUNICATION
live your brand
ACTION STEPS
WEBSITEOur next step together will be to incorporate all of this information into your website. The visuals will be handled by your website designer, and I’ll be writing the content for the site.
PLAN OUT THE CUSTOMER EXPERIENCEWe want to “live our brand out loud” with the experience that customers have with you. How will they book their service? What will the technician look like? How will they treat your customer? Could you gift them with a house plant after you work with them as a thank you (much like a family member would do)? We also need to think through and design all of the paperwork your client will see so its not too ‘corporate’ and cold looking. We want to live this new brand through every touch point.
PLAN GIVE-BACK PLANWhen pricing your services, raise your fees to include a 10% donation to a charity or cause of choice. This could actually be donated or it could be put in a separate account for you to work on a as-needed basis for low-income families when the opportunity arises.
LOGOWe’ll need your uncle to pair his animated house icon with our text for the logo.
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LIVE YOUR BRAND
BRANDEMIESIDEA ENEMIES • Untrustworthy business people • Business just for the sake of business. We believe that
business is personal.• Businesses who take advantage of customers
NOT TO DO LIST • Present anything to your client that is too “corporate”
or cold looking. This includes invoices, marketing pieces, information pieces, contracts, etc.
• Allow any unfriendly client service calls. Service guys should smile, be polite, and friendly.
WE ARE NOT • Just an extension of the Hawaii Air Care brand… we
live by our own brand values & personality.
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LIVE YOUR BRAND
Any questions?
Contact me:kaye@kayeputnam.com
Brand Strategy & Designby Kaye Putnam
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