Business/Life Coach Brand Book

BRAND STANDARDS

CONTENTSThis 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 RISE UP CHAMPION

MOODBOARD

The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The images chosen convey a high end yet approachable feel. You are inviting people to transform their lives so we need to create an immersive experience. We also need to honor your natural personality with the more organic images. The black, white, and silver images create a sense of depth and timelessness.

BRAND MESSAGE

POSITION

Core Idea As the Champion’s Catalyst, I engage, equip and empower others to Rise Up and BE the Champions they were created to BE in EVERY area of life Fitness, Identity, Relationships and Enterprises, ie., the F.I.R.E. of life.

Our Goal Our goal is to rapidly expand and launch the Rise Up Champion brand.

How you Are Different I've always believed in having it all... fitness, strong personal and spiritual identity, great relationships, and a wonderful enterprise to work on. I focus on who a person is BEING so that they can do what they need to do to have what they want to have. Others focus on the doing first - "just do it". I believe you must first "Be the Work" then the doing is more about choice and less about willpower.

What I Deliver I work with clients through 1-on-1 coaching and will be adding a course, group coaching, workshops, and merchandise.

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BRAND MESSAGE

PERSONALITY

HERO & EXPLORER PERSONALITY ARCHETYPE

Our goal is to help our clients transform their lives from the inside out by becoming the best version of themselves.

You live by example to show your clients the type of life they could live.

When they encounter my brand my audience FEELS: inspired, motivated, trusting, like they are opening their eyes to new possibilities.

You are: • Down-to-earth • Strong values • Approachable • Reliable • Intelligent • Powerful • Outdoorsy • A leader • Faithful • Clear

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BRAND MESSAGE

POINT OF VIEW

Having it all is 1,000% possible if you get out of your own way.

Your language creates your life.

To make change in your life, you need to commit (figure it out vs. “try” it out.)

Claim. Conquer. Create.

Neither fearful or wanting.

You don’t know what you don’t know.

Stoke the F.I.R.E. with daily practices.

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BRAND MESSAGE

Be the champion you were created to be.

MANIFESTO

UNFAIR ADVANTAGE

I have a very broad experience with lots of different people. I relate well to a lot of different people.

I am full of stories, metaphors, analogies, examples and more that allow me to get my clients to see things they've never seen before in a very powerful and quick way.

I am a powerful teacher and can "hold space" for people. I have no problem sitting in a room with a complete stranger (or a 20-year friend) in complete silence if that's what's needed.

I AM A CATALYST for breakthrough for people. I see things others simply can't see AND I can get others to see it the way I see it - not in a forceful way but in a helpful, empowering, transformational way.

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BRAND MESSAGE

DESIGN & VISUALS

LOGO

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VISUAL IDENTITY

Your logo is full of powerful symbolism. The shield is a strong “hero” symbol. The

four X’s symbolizes the four areas of your life. The lion with antlers are a symbol for

courage and abundance. The eight lines

represent the eight letters in the word Champion that represents the Champions

code The logo is formatted into many different orientations for its future uses.


PRIMARY COLORS

VISUAL IDENTITY

Your primary brand colors are

strong and stable (hero archetype). They are colors that

can be found in nature (explorer

archetype). The consistency of using these three colors will

create a powerful brand identity.

#374a60

20% 40% 60% 80%

#57815e #d2c9a1

20% 60% 20% 60%


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SECONDARY COLORS

VISUAL IDENTITY

#000000 Silver #eeefef


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Your secondary colors are used to

complement your main color

scheme. Black grounds the primary natural colors. Silver

adds a feeling of abundance.

PATTERN/TEXTUREVISUAL IDENTITY

Triangles symbolize energy, action, and

masculinity. The geometric pattern is a

great accent to your brand message. In addition to geometric patterns, we’ll

also use some natural textures to accent your brand designs.


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TYPOGRAPHY

HEADLINES: STEELFISH BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()

VISUAL IDENTITY

Body: Source Sans Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()

The headline fonts used in your brand are bold and unapologetic. The rounder

Source Sans Pro contrasts the strong headline fonts with a friendly

accessibility.


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HEADLINES 2: INDUSTRY DEMI

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*()

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

VISUAL IDENTITY

Main font color: #000000

Links: #57815e Accent (headline 3): #374a60


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IMAGE STYLE

IMAGE DO’S

VISUAL IDENTITY


Black and white photos from your photoshoot. Natural abstract images in your brand’s color scheme.

Natural landscapes, trails, and other places people explore.

Images that could be your ideal target client.

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When choosing images for

your brand, pick ones like these.

IMAGE DON’TS

VISUAL IDENTITY


Color photos of you - keep it consistent with the B&W.

Vector/cartoon style images. Pick stunning photography instead!

Photos that are too far away from your brand’s main color palette.

People who don’t fit your ideal client demographic.

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When choosing images, avoid ones like these.

GRAPHIC SAMPLESVISUAL IDENTITY

These samples show how the

brand images, fonts, patterns, and colors can all come together.


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WORDS & CONTENT

TONE OF VOICE


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BRAND COMMUNICATION

Content and communication from your brand should be descriptive, metaphor, and story-rich.

Examples should include stories, acronyms, and metaphors that you use to describe key learning points.

You’ll sound: • Empowering • Confident • Relatable • Positive • Strong • Familiar, yet new • Capable

TONE OF VOICE


BRAND COMMUNICATION WE WOULD SAY Hi Champion,

WE WOULDN’T SAY Greetings,

WE WOULD SAY Become who you are meant to BE.

WE WOULDN’T SAY Join my newsletter list

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WORD BANK

• Engage, equip, empower • F.I.R.E. - fitness, identity, relationships, enterprise • Claim yesterday. Conquer today. Create tomorrow. • Live in integrity • Transform your income and life • Feel at peace • Your potential • Inner Champion • Have it all • Be the work • Possibility and power • Live into your purpose • Rise up Champion!


BRAND COMMUNICATION

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TAGLINEClaim. Conquer. Create.

OTHER OPTIONS • Rise Up Champion • Be All You Were Created To Be • Success with Significance • Create Your Possibility • Power & Possibility


BRAND COMMUNICATION

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Your tagline is a “catch

phrase” that describes your work to others at a glance.

It is also used as your main headline on your website.

BIOS

TITLE The Champion’s Catalyst

1-SENTENCE BIO Sean McCool, the founder of Rise Up Champion, helps his clients RISE UP and be all they were created to be.

3RD-PERSON BIO Sean McCool, the founder of Rise Up Champion, helps his clients RISE UP and be all they were created to be. From his beginnings as a “serial failure” he figured out how to get out of his own way and become the person he needed to be to build a thriving business and life.


BRAND COMMUNICATION

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STORIES

LOW TO HIGH ORIGIN STORY Your low to high story is your “serial failure” story to where you are now.

WHY STORY Share your passion for your work and your clients — why doesn’t coaching feel like work to you? Talk about your unfair advantage in this story.

HUMAN ELEMENTS Share personal stories to relate with your people on a personal level. Talk about your faith, family, date nights, habits, etc. The more you share (as context to help them) the more they’ll love you.

CLIENT STORIES Share (anonymous) stories of the transformations that your clients have experienced working with you.


BRAND COMMUNICATION

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LIVE YOUR BRAND

ACTION STEPSGET YOUR WEB PRESENCE UPDATED Next step will be to update your brand visually everywhere it shows up online (website, social media, email marketing.)

CREATE YOUR OPT-IN GIFT & EMAIL LIST Building your email list is a priority. Continue building out your funnel for converting leads to clients.

SHARE YOUR STORIES You would be a fantastic interview for people who do podcasts & video shows. Pitch yourself as an expert to hosts.

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LIVE YOUR BRAND

BRANDEMIES

IDEA ENEMIES • Doing without BEING • Forcing progress • Inauthenticity • Living in the past • Settling, not growing

NOT TO DO LIST • Only present the positive - we need to be vulnerable

to live by example for our clients • Only provide information - we need to invite people

to show up for themselves and take action

WE ARE NOT • A ‘quick fix’ option • A blueprint, formula, “how to”, or 10-step program


LIVE YOUR BRAND

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