Little Black Brand Book for RoxanneGilmore.com

Roxanne Gilmore

Little BlackBrand Book

for

Brand StandardsBrand Standards - Roxanne Gilmore

Table of Contents This Brand Book clarifies the BrandStandards for Roxanne Gilmore. Thisdocument describes the message,visuals and brand expression that will becarried over onto a website.

Section 1: Brand MessageSection 2: Brand Visual IdentitySection 3: Brand CommunicationSection 4: Brand Strategy

Brand Message

Brand Message

Who is Roxanne?Roxanne is an energetic and charismatic branding & website junkie that

values, honesty, excellence, connection, and community. She believes

everyone should live a life by their design, interacting with people they

feel most inspired by.

Position Brand ValuesHonesty – always provide direct and truthful feedback, careful never to

sugar coat anything.

Excellence – strive to provide quality and value in all things

Connection – hold genuine conversations with people

Community –a healthy combination of teaching and learning from

others

Brand MissionMy mission is to help creative entrepreneurs discover, design, develop

& deploy an authentic personal brand & web presence for their business

through the use of scientific psychology & brand principles that will

grow their audience, influence & income.

Brand GoalTo create and teach others about the principles of branding through the

alignment of who they are, with what they do, and how they do it.


Brand MessagePosition

Brand VisionA savvy brand strategy & web design company that

provides consultations, development and training on

practical brand & marketing strategy.

When a client thinks of Roxanne, they think of

someone that understands the emotional &

psychological aspects of personal branding. By

combining marketing principles and human nature,

Roxanne can transform a lackluster brand into one

that attracts the perfect audience who wants to

become a raving fan and continuously purchase from

that brand.

Someone who provides practical & actionable

branding advice delivered in a concise & motivating

way. The “go-to” Brand Expert for creative

entrepreneurs.

A successful Brand Strategist & Web Designer that

inspires creatives entrepreneurs and drives results

for clients.


Point of ViewBrand BeliefsI believe branding is so much more than design. Build the

foundation first! Then the design part is EASY!

I believe by discovering who you are at your core, you can

design and express your authentic personal brand easily

and effortlessly.

I believe by infusing more personality into your brand, by

being your authentic self, your brand will be in the perfect

position to easily attract your ideal clients.

I believe your message needs to be heard! Each person

has a unique voice that speaks to certain people and

should be clearly & uniquely packaged and expressed to

their audience.

Brand Message


Brand Message

Leader & Mentor ArchetypesExcited by opportunity and growth, my eyes are always set on making

the biggest impact possible. As a Leader & Mentor Archetype, I easily

couple my thirst for knowledge and my ability to lead by example. I

gladly accept the gift of responsibility for others, as I am someone who

can light the way. The gift of leadership has been given to me and I

answer the call.Personality

Brand Ethos & CultureWhen my target audience encounters my brand, I want them to leave

feeling:

Key Brand Attributes

Inspired & Motivated

Energized & Empowered

Informed & Confident

Supported & Encouraged

Determined & Engaged

Intelligent & Savvy

Knowledgeable & Approachable

Ambitious & Energetic

Passionate & Inspired

Transparent & Open


MarketBrand Message

NicheMarketing: Specifically, Branding

Target MarketCreative Entrepreneurs age 25-35 trying to build successful businesses online.

Target Audience

Bloggers & Vloggers Freelancers Podcasters Coaches & Consultants PhotographersOnline Business Owners

Ideal Client ProfileThey do not understand that branding is more than a logo.They want to have an authentic business and representation to their audience.They have a hard time choosing what direction to take their business because theyare multi-passionate people.They are driven and motivated.They may have a gold medal in perfectionism.They are ready to grow their business to create a viable income.

What do they want?For someone to show them how to create a successful brand & business that isauthentic, genuine, and will generate a full-time income.


Offering

Offer & DeliveryProvide relevant blog posts, worksheets, workbooks, checklists, ebooks

& challenges to help my audience understand the fundamentals of

developing a magnetic brand. FREE

Provide a premium Brand Book workbook for those that want to DIY

their brands from scratch.

Provide a Brand YOU course that uses the same techniques and

strategies I use with my one-on-one clients.

Services:45 minute Brand Clarity Session

Need some advice and guidance on where to take their brand. Want to

make sure they are on the right track and get clarity on a few points.

Brand Creation 1-on-1 Workshop & Marketing Strategy

(Good for re-brands too)

Includes a clarity session, current brand audit (if re-branding) and more.

Brand Development & Web Design

Brand Message


Brand MessageClient Results

Have Permission to be Authentic:Alignment of core values, beliefs and ideal lifestyle with their brandmessage.

Stand out from the crowd:Break through the noise, be being different and being themselves.

Gain Confidence:No longer feel like a fraud. By gaining clarity on their purpose, theywill naturally gain confidence in their brand message.

Improved Productivity & Efficiency:Be able to make quick decisions related to their businesses. Areduced feeling of overwhelm, which increases productivity andefficiency.

Brand Credibility:Provide a consistent customer experience and stay true to theirbrand promise.

Expert Status:A brand will create a persona that positions them as an authority intheir niche which increases their influence and gains expert status.


Brand MessageClient Results

Instant Recognition:Create Brand Recognition through memorable brand messagedelivery. By sharing their unique combination of skills, experiences& talent in a specific niche.

Expand your Reach:Build solid relationships that are based on emotional connections.This increases visibility and the “know, like, trust” factor.

Gain Brand Loyalty:Create Brand Ambassadors, those readers who keep coming backfor more of my client’s brands and become raving fans. Helps build aloyal community.

Clear Path to Success:No more wasting time on frivolous stuff that doesn’t match thebrand goals or mission. Grow audience quicker and have realdirection in their business.

Unlimited Opportunity:Get the attention of influencers by having a polished brand. Getrecognized and people wanting to collaborate. Get taken seriously.

Increased Income Potential:Retain more clients, receive more referrals, be able to chargepremium prices, raise rates, more people who want to purchase,easier to sell new products & services, attract new business andultimately grow income quicker!


Brand MessageUnfair

Advantage

Powerful Awareness:With a combination of academic education and on the job experience,

I have a keen eye for distilling someone’s brand by understanding

who they are on a personal level and combining that with their ideal

business and dream lifestyle to craft a magnetic brand. I can distill a

brand & website even from those that are completely confused on

who they are and what they want.

Entrepreneurship Blood:Having grown up in a household where both parents’ started and ran

their own successful businesses, I understand what it takes to create

a successful brand.

Failed Attempts:I’ve failed at branding myself on other entrepreneurial pursuits and

understand the strategy behind branding and what mistakes to avoid.

Correct Approach to Branding:Most of the people who call themselves “Brand Strategists” approach

branding backward. They start from a design driven standpoint which

leaves the brand unclear and unfocused. I approach branding & web

design from the beginning by helping entrepreneurs clarify their

message first and express it visually second.


Brand MessageUnfair

Advantage

Articulate & Savvy:My analytical mind helps me to see the struggles my clients have

even before they are aware of them. I am able to use metaphors and

examples to help them gain clarity & confidence in their brand.

Eager to Learn:I am constantly studying and learning the newest techniques and

strategies in my industry, and applying them to my business. Plus I

won the "Most Eager to Learn" Award in Pre-School. :-)

Concise & Pointed:I loathe those who cannot get to the point. I value clear and concise

communication which is what I deliver. I strive to eliminate the fluff

and get straight to the results. I don’t believe in hidden fee or

surprises. I am purposeful in my actions and layout my process so my

clients know exactly what to expect.

Psychologically & Emotionally Focused:I understand that building a brand & business is a deeply personal

experience for each person. By learning who each person is at the

core, their personal brand will be authentic and genuine giving my

client’s an unfair advantage where their brands evoke an emotional

connection with their target audience & tribe.


Brand VisualIdentity

Visual Identity

Mood Board

This mood boardencompasses my love of

peacock feathers and theircoloring, the classy style of

Marie Forleo & PrincessKate, sophistication ofpurple and gold - all of

which represent who I am asan individual as well as myprimary brand archetypes.


Visual IdentityLogos


Visual Identity

Color PaletteAs Leader & Mentor Archetype is described as

intelligent, knowledgeable, ambitious, direct, &

respectable.

These colors were inspired from purple peacock

feathers since peacocks are known to be regal,

independent creatures.

The Primary color Purple means independence,

wisdom & luxury.

Gold symbolizes intellect, energy & determination.

The remaining colors were chosen to compliment the

gold & purple.


Visual IdentityPatterns &Textures

The natural marble patternprovides the classic, royal look

and feel of the brand. The purple,dark pattern with circles and

diamonds continues the classic &sophisticated theme.


Visual IdentityTypography

Following with the archetypes,these fonts have an air of classand feminine professionalism.

These fonts are also usedthroughout this Brand Book.

Headline:Merriweather Bold

Headlines 2: Merriweather

Body Text: Lato

Accent Text: Great Vibes


Visual Identity

Image Do'sThese images maintain the selected

color palette and are consistent with theBrand Personality & message.

Image Don'ts

Images outside color palette Images outside niche

B & W Images as well

as images of things that

aren't realistic.

Images of unnatural things


BrandCommunication

CommunicationTone of

Voice

Copy & Tone of VoiceThe brand must sound consistent throughout. Content and

communication from should be clear, consistent, confident, and action

oriented. The audience needs to know they have someone, an expert,

to turn to who will guide them towards brand & web presence

success.

Examples used in brand messaging should come from real life

experiences and stories. Avoid using too much theory. Guide and

support without judgment.

Brand Word Bank:

Authentic brand message

Awareness of who you are

Discover, define, design, develop &

deploy your personal brand

Personality driven branding

Magnetic brands

Clarity, consistency, & confidence

Inspired

Insight

Distill

Understanding

Be seen as an expert in your industry

Communication StyleBrand should sound:

Personal, not formal

Supportive, not judgmental

Confident, but not overbearing

Knowledgeable, but never arrogant

Passionate, but not fluffy

Honest, not generic


Communication

TitleRoxanne Gilmore

"The Branding Queen"

I am dubbed "The Branding Queen."This will be part of my Social Media

persona and how people willremember me to separate me from the

other online Brand Strategists.

TaglineSavvy Branding & Web Design

for Creative Entrepreneurs

My tagline is the catch phrase thatdescribes my work to others at a

glance. It also describes who I am andwhat my expertise is in and who I

serve. I will use it as my main headlineon my website too.


CommunicationBios

One Sentence Bio:

Online Brand Strategist & WebDesigner guiding creativeentrepreneurs through the brandingprocess to help them remember whothey truly are at their core and expressthat through their personal brand andweb presence.

3rd Person Bio:

Roxanne Gilmore is an online BrandStrategist & Web Designer who helpscreative entrepreneurs express theirpersonality through their online presence.

She is a self-proclaimed branding & websitejunkie with a Bachelor’s degree in Marketingfrom the University of South Florida.

After trial and error, she designed herSignature Brand Development Process totake creative entrepreneurs from confusionto clarity with their brand and website.

She understands the ingredients for asuccessful brand strategy recipe.


CommunicationStories

My Why & Origin StoryPeople don’t buy what you do; they buy why youdo it.

Share first the Why, then the How, then the WhatWhen sharing or teaching a branding concept,focus on explaining the why and how. By doing sowill avoid sounding generic & formal.

Celebrate my clientsWhen clients have a breakthrough or an ah-hamoment, share it! Share it on social media and onthe branding blog.

Client’s Result StoriesTell client’s stories of transformation fromconfusion to clarity. Share testimonials and casestudies


Brand In Action

Brand in ActionAwareness

What I am:- A blueprint and how to- A starting point for new entrepreneurs &creatives who aren't familiar with branding &web design

What I am not:- For everyone- A guru

What to avoid:- Perfectionism- Sounding arrogant or condescending- Feeling like I need to continue researching &analyzing- Forgetting to take action


Need a Brand Strategy &Web Presence?

Contact Me:[email protected]

Roxanne GilmoreYour Brand Strategist & Web Designer

Little Black Brand Book for RoxanneGilmore.com

Small Business & Entrepreneurship

Transcript of Little Black Brand Book for RoxanneGilmore.com