25
BRAND STANDARDS

Home Air Care Business Brand Strategy & Standards

Embed Size (px)

Citation preview

Page 1: Home Air Care Business Brand Strategy & Standards

BRAND STANDARDS

Page 2: Home Air Care Business Brand Strategy & 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

Page 3: Home Air Care Business Brand Strategy & Standards

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.

Page 4: Home Air Care Business Brand Strategy & Standards

brand message

Page 5: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

01

BRAND MESSAGE

Page 6: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

01

BRAND MESSAGE

Page 7: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

01

BRAND MESSAGE

Page 8: Home Air Care Business Brand Strategy & Standards

We care for our clients like we would our own family.

manifesto

Page 9: Home Air Care Business Brand Strategy & Standards

design & visuals

Page 10: Home Air Care Business Brand Strategy & Standards

LOGO

BRAND GUIDELINES BREATHE EASY HOMES

02

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.

Page 11: Home Air Care Business Brand Strategy & Standards

PRIMARY COLORS

BRAND GUIDELINES BREATHE EASY HOMES

02

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

Page 12: Home Air Care Business Brand Strategy & Standards

SECONDARY COLORS

BRAND GUIDELINES BREATHE EASY HOMES

02

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

Page 13: Home Air Care Business Brand Strategy & Standards

PATTERNS

BRAND GUIDELINES BREATHE EASY HOMES

02

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.

Page 14: Home Air Care Business Brand Strategy & Standards

TYPOGRAPHY

HEADLINES: LANE NARROW

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BRAND GUIDELINES BREATHE EASY HOMES

02

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.

Page 15: Home Air Care Business Brand Strategy & Standards

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

BRAND GUIDELINES BREATHE EASY HOMES

02

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.

Page 16: Home Air Care Business Brand Strategy & Standards

ICONS

BRAND GUIDELINES BREATHE EASY HOMES

02

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.

Page 17: Home Air Care Business Brand Strategy & Standards

image style

Page 18: Home Air Care Business Brand Strategy & Standards

words & content

Page 19: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

03

BRAND COMMUNICATION

Page 20: Home Air Care Business Brand Strategy & Standards

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

BRAND GUIDELINES BREATHE EASY HOMES

03

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.

Page 21: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

03

BRAND COMMUNICATION

Page 22: Home Air Care Business Brand Strategy & Standards

live your brand

Page 23: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

04

LIVE YOUR BRAND

Page 24: Home Air Care Business Brand Strategy & Standards

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.

BRAND GUIDELINES BREATHE EASY HOMES

04

LIVE YOUR BRAND

Page 25: Home Air Care Business Brand Strategy & Standards

Any questions?

Contact me:[email protected]

Brand Strategy & Designby Kaye Putnam