BRAND GUIDELINES2018

Good brands take root in the brain. Everyday, we are inundated with thousands of logos, advertisements, and images on a daily basis, but there are always a few that stand out more than others. The frequency that we see these ads and the quality and likeness of the images that we are exposed to both play important roles in this experience. People remember things that they like and feel endeared or aligned with. As the market becomes more crowded with other businesses vying for the attention of your customers, you must work extra hard to be remembered and to stand out!

It begins with identifying what makes you unique and then telling your compelling story in a memorable way. By spending well-earned time and money to cultivate a brand for your business, you’re investing in the equity or long-term value of your company. You are also communicating to your potential customers that you are professional, thoughtful and that your products or services have a high value. A professional presentation and cohesive brand elements lead customers to believe that you have enough capital to bolster your business and that you care about making the very best first impression. In other words, what people think of your business and what it can do for them matters!

A strong brand is integral to all aspects of your marketing efforts. Not only does a consistently presented brand affect the way people remember your business, but it also shows that you’re a valuable entity, not just a company. That said, a logo in itself won’t change your business – you have to prove to the marketplace that you can deliver on your promises rain or shine! How your brand is perceived is contingent on the promises that you make (and fulfill). If you have a brand that consistently exemplifies your story and makes people think of your business as a trusted, credible partner, or better yet, makes them feel special or cared for, they’re more likely to think of you when they require services that you provide. Remember – recognition and connection mean revenue.

Lastly, the number one rule of branding is frequency and consistency. Using this business brand guideline, you must stay fiercely true to them and use them in everything that you do. Being consistent doesn’t only apply to your logo and brand colors, it extends to things like your company tone of voice and what style of photography you choose. These important consistencies help establish your brand in the market and dictate how your audience perceives your brand.

ABOUT YOUR BRAND

Biltmore Restorative Medicine & Aesthetics is the most prestigious restorative medicine practice in Western North Carolina. Our expertise, specialized education and years of experience set us apart from other hormone replacement

providers in the area. To provide our clients a complete restorative experience, we also offer popular aesthetic services for skin, hair and body. Biltmore Restorative Medicine is perfect for the individual seeking treatments to defy aging and improve

vitality, from the very best.

MISSION

George K. Ibrahim, MD and Biltmore Restorative Medicine & Aesthetics offer the ultimate hormone replacement services and aesthetic treatments in Western North Carolina. BRM is a state-of-the-art facility that utilizes cutting-edge technology to provide superior care and superb results. Our ultimate goal is to treat your entire well-being helping you feel, look, and love better every day.

• We believe that you should always look and feel amazing.

• We believe that getting older doesn’t mean slowing down.

• We believe in sexiness and vitality at any age.

• We believe in confidence at every age.

• We believe that you deserve the most effective and proven treatments.

• We believe that your health and vitality should be a partnership.

• We believe that you should seek your medical care from a physician who has been specially trained in the

discipline of restorative medicine.

VISION & VALUES

• Age: 35-65/Average age 50

• Gender: 70% women/30% men

• Socioeconomic: Affluent/professional/educated

• Industry Focus: Men and women who prioritize health, beauty/attractiveness

• Interests: Beauty, physical fitness, luxury, travel, career, self improvement, relationships, fashion, trends

• Average Client Spending: $2,400-$5,000 annually

• The Biltmore Restorative Medicine client is not pinching pennies. They know a quality service when they see it and are more than willing to pay the price for it.

IDEAL MARKET FOR EXPANSION:

• Destination travelers within a 100-mile radius

• Wealthy tourists and retirees seeking luxury

• Clients from Atlanta and Charlotte, looking to escape the city and recharge/rewind while receiving expert Hormone Replacement Therapy and healthcare

• Average $10,000 for a suite of services.

SPECIFIC MARKET NEEDS/WANTS:

• Ease symptoms of natural aging

• Feel and look younger

• Sleep better, lose weight and increase energy and sexual vitality

• Support/boost self-esteem in both men and women

• Feelings of virility-men

• Feelings of sexiness/attractiveness – women

• Feelings of energy-men and women GENERALIZED NEEDS/WANTS:

• A luxury treatment/experience

• An alignment with and treatment from “the best”(not the cheapest)

• Comfort

• Expertise

• Safety of treatments

• Results

TARGET MARKET

OBJECTIVES:

• Position Biltmore Restorative Medicine & Aesthetics as the ultimate luxury experience for discerning individuals seeking improved health, vitality, and balance.

• Keep messaging on target - and let prospective clients know that we provide real results safely in a spa-like setting.

• Create a demand for the practice by positioning Biltmore Restorative Medicine & Aesthetics as the most prestigious/exclusive/the best.

• Establish the practice as a prestigious destination location for medical tourism.

• Provide the best care and report the best results.

• Focus on brand experience as well as awareness.

• Focus on attracting the right clients, developing long term relationships and, through effective in-house service based selling, grow the average ticket.

TONE:

• The Biltmore Restorative Medicine & Aesthetics brand is a luxury brand.

• Luxurious, expert, safe, glamorous

• The ultimate Aesthetic Spa experience

• Biltmore Restorative Medicine & Aesthetics is for every woman or man, of means, who wants to actively combat aging and keep their health and vitality at 100%.

• Biltmore Restorative Medicine & Aesthetics is a luxury healthcare brand akin to the top celebrity facialists of Miami or New York.

THEMES:

• The most advanced solution to combat aging

• Sophisticated, beautiful, elite, luxury, classy, sexy, beautiful, mastery, artistry, elegance, opulence, desire.

• Lightly flirt with the Biltmore brand to attract similar market and to establish the practice as a medical tourism destination.

• Position the brand as highly desired with sustainable value.

COLORS:

• Use colors in existing practice decor.

• Focus on deep, rich, earthy palette.

• Renaissance, art, and luxury goods.

LOGO LOGO

PRIMARY LOGO

LIGHT VERSIONDARK VERSION

BRAND COLORS

C: M: Y:K:

6 14

39 8

#CEB888

PMS 7502 C

C: M: Y:K:

20 14

12 40

#97999B

PMS COOL GRAY 7 C

C: M: Y:K:

42 92 0

50

#5E2751

PMS 7652 C

C: M: Y:K:

30 72 74 80

#4F2C1D

PMS 4625 C

PMS COOL GRAY 7 CC: M: Y:K:

20141240

PMS COOL GRAY 7 UC: M: Y:K:

20111230

HEX: 97999BR: G: B:

151153155

PMS 7502 CC: M: Y:K:

614398

PMS 7501 UC: M: Y:K:

59262

HEX: CEB888R: G: B:

206184136

PMS 4625 CC: M: Y:K:

30727480

PMS 4695 UC: M: Y:K:

23588845

HEX: 4F2C1DR: G: B:

794429

PMS 7652 CC: M: Y:K:

4292050

PMS 249 UC: M: Y:K:

4185410

HEX: 5E2751R: G: B:

943981

Coated Paper

Uncoated Paper

Digital Usage

PRIMARY COLORS SECONDARY COLORS

SAFE ZONE & SCALE

• The safe zone for this logo should be the height and .25” at it’s smallest.

• The smallest size this logo should be used at is 1.75” wide by .525” tall.

• At this size, George K. Ibrahim, MD is not legible and should be removed.

• The safe zone for this logo should be the height and .5” at it’s largest.

• At a size above 1.75” wide by .525” tall, George K. Ibrahim, MD is legible and can be used with the logo.

0.25”

0.25”

0.25”

0.25”

0.5”

0.5”

0.5” 0.5”

Do not stretch your logo out of it’s proporptions Do not add a drop shadow

Do not outline your logo Do not change the colors of your logo Do not use a pixelated version of your logo

Do not reorder your logo

USAGE - DO’S USEAGE - DONT’S

Only place your logo on approved brand colors

Here are examples of which logo to use on pictures

When using one color, only use PMS Cool Gray 7 or all white version.

biltmorerestorative.com

828·505·2885

BE A SHOWOFF

Get the legs you have always wanted - free from unsightly spider veins, stubborn cellulite, or

distressing sun spots - quicker and easier with Biltmore Restorative Medicine. George K.

Ibrahim MD and his expert team can craft a treatment plan speci�cally for you. Contact

them today to schedule your personalized consult and get your #LEGSBYBRM.

biltmorerestorative.com828·505·2885

THEY SAYLAUGHTER IS THE

BEST MEDICINE...

Enjoying a good laugh is one of the great joys of living -

but not if you have to worryabout minor stress urinary

incontinence every time you giggle. With the Juliet laser,

you can howl, snicker, or chuckle without fear. �is

non-surgical procedure, o�ered by Biltmore

Restorative Medicine, improves your urinary tract

wall and can cure stress urinary incontinence.

Contact us today to start living your #LeakFreeLife.

PRIMARY FONTS

The primary font is the typography you will use to for titles of documents, announcements, and important information. It is the font that draws a reader’s eye and communicates your main point. This font should always be used as the most immediately visible typographic element in your document, website or design.

SECONDARY FONTS

The secondary font is to be used to help organize your design into sections or to group related information together. It assists the reader by giving them scannable information that navigates them through the design. This includes elements such as subheads, captions, pull quotes, infographics and other small blocks of text that add information to the primary level of text. The size of this text is typically larger than your tertiary text font, but smaller than your primary font. Additionally, the primary font and secondary font are considered complimentary fonts and should always be used together.

TERTIARY FONTS

The tertiary font is to be used for the main text of your design or document. This is where the bulk of your copy lives and where you get into the message of your document or design. It could be long or short — a whole article, a short note, or a brief description — but the primary concern for this level is that it’s easy to read. The tertiary font size will be smaller than the primary or secondary fonts but large enough to be completely readable by all potential users. The typeface is simple and consistent in design, spacing and overall usage.

SPECIALTY TYPOGRAPHY ELEMENTS

These elements include effects applied to your tertiary font type to emphasize certain phrases, points, or small areas of impact. Effects such as bolding, italics, underlining and color can bring attention to specific areas of the main text. These effects work best when applied to text of the same size and typeface used in the tertiary level. Effects are used sparingly and for only a few words in sequence.

TYPOGRAPHY TYPOGRAPHY

PRIMARY FONTH1RALEWAY REGULAR24 PTALL CAPSTRACKING SET TO 100

H2RALEWAY MEDIUM14 PTALL CAPSTRACKING SET TO 50

Secondary FontAlex Brush16 ptTitle Case

Tertiary FontAdobe Caslon Pro11 ptSentence case» Regular» Bold» Italic

Specialty Typography Elements»Right-Pointing Double Angle Quotation MarkAdobe Caslon Pro11 pt

Marketing materials are a strategic way to tell your story and to get your unique message to your intended market. These unique storytelling items can be anything from a brochure, a business card or an advertisement. They are the printed and promotional pieces that provide your intended audience a first look at your brand.

When you hand a client, prospect, or potential strategic partner your business card, catalog, or rack card, you are introducing them to your brand. This is your chance to make an impression through touch and visual appeal that is not always possible when connecting online. It is important then, that printed materials be consistent in the fonts, colors, and themes that they use. More importantly, your printed materials should be consistent in the quality, weight, and finish of paper you use. If the story you want to tell your audience is that you are a luxury provider of services or products, then the quality of paper you use should communicate that as well.

You only have one opportunity to make a first impression. You don’t want to jeopardize that with making the wrong kind of impression with unprofessional and inconsistent marketing materials. This can confuse your audience and give the perception that your business is unprofessional and untrustworthy.

Each piece of your branded marketing material should represent your brand, your promise, and your value, authentically and consistently. A cohesive marketing strategy and strong visual brand will help you communicate feelings of stability, credibility, and dependability. These are key factors in building trust, but they will also help your intended audience decide whether they are going to save your sales piece, or throw it away.

MARKETING MATERIALS

Hormone Replacement Therapy • Sexual Health & Libido

Weight Loss • Urinary Incontinence • Hair Restoration

Non-Surgical Face Lift • Breast Enhancement

Medical & Aesthetic Services

Y-Lift • Vampire Breast Lift® • Vampire Facelift®

Vampire Facial® • Priapus Shot® • O-Shot®

Neo Graft Hair Restoration • Juliet Laser - Vaginal Rejuvenation

Vanquish® - Painless and Permanent Targeted Fat Removal

Proud Providers of:

Transform the way you look, feel and love.

With the overall goal of keeping our patients looking & feeling amazing,

Biltmore Restorative Medicine & Aestheticsis the ultimate option for anyone seeking state-of-the-art

treatment for hormone balance, improved energy and sexual function. To provide our clients a complete

restorative experience, we also offer premium aesthetic services for skin, hair and body.

is one of the region’s few physicians specifically trained in hormone balancing.

He is board-certified in urology and has completed a fellowship in anti-aging and regenerative medicine.

Dr. George Ibrahim

Beautifully�e

of Aging Art WESTERN NORTH CAROLINA’S ULTIMATE SURGEON-SUPPORTED

RESTORATIVE MEDICAL PRACTICE & AESTHETIC SPA

Restorative

M ED I C I N E & A E S T H E T I C S P LL C

G E O R G E K . I B R A H I M , M D

BILTMORE

One Vanderbilt Park DriveSuite 230

Asheville, NC 28803828·505·2885

BiltmoreRestorative.co minfo@biltmorerestorative.com

Your Appointment:

O N E V A N D E R B I L T P A R K D R , S T E 2 3 0 · A S H E V I L L E , N C8 2 8 · 5 0 5 · 2 8 8 5

I N F O @ B I L T M O R E R E S T O R A T I V E . C O MB I L T M O R E R E S T O R A T I V E M E D I C I N E . C O M

GENERAL RACK CARD

Print Specs:• 100# Matte Dull Finish• 4x9

BUSINESS CARD

Print Specs:• 19# Soft touch matte paper• Square corners • Gold foil on logo and “Your Appointment”• 2x3.5

Your Appointment:

O N E V A N D E R B I L T P A R K D R , S T E 2 3 0 · A S H E V I L L E , N C8 2 8 · 5 0 5 · 2 8 8 5

I N F O @ B I L T M O R E R E S T O R A T I V E . C O MB I L T M O R E R E S T O R A T I V E M E D I C I N E . C O M

COLLATERAL

MAGAZINE AD

Online marketing or internet marketing is the practice of using web-based channels to effectively communicate your brand, its story and the products and services you offer to your potential target audience. The methods and techniques used for online marketing can include a website, email marketing, social media, display advertising, search engine optimization, and more. The objective of online marketing is to reach your targeted audience through the channels that they spend the most time using on the internet.

Widespread adoption of the Internet for business and personal use has generated many new channels for advertising and marketing engagement, including those mentioned above. However, out of all of them, the first and best online marketing tool you have is your website. Just like your marketing materials, your website is the first impression for your brand online. It is the foundation from which all other online marketing channels derive their design, message, and brand direction.

Your online presence, like your overall brand aesthetic, has a look and feel that are distinctly your own. Your website will use the guidelines addressed in this handbook to communicate your brand digitally. This will include font selections, colors, and your branded narrative. Additionally, it may include branded icons, clear call-to-action buttons, infographics, or unique custom coding. All of these things will visually portray your brand and its story to your digital audience.

It is imperative that as you expand your digital footprint through various outlets that you take note of the design elements used within your website. Often times, marketing efforts drive traffic back to your website and you want to make sure that the impression that you are giving is one that is consistent and authentic.

DIGITAL USAGE WEBSITE

WEBSITE ICONS

Look Better Feel Better Love Better

GEORGE K. IBRAHIM, MD

SOCIAL MEDIA

SOCIAL MEDIA HEADERS SOCIAL MEDIA MEMES

828.357.8350

29 Montford Ave. Ste. 200, Asheville, NC 28801

projects@kudzubrands.com | www.KudzuBrands.com