Nonprofit Consultant & Facilitator Brand Book

BRAND BOOK

CONTENTS This 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 FLEUR LARSEN

MOODBOARD

The mood board was curated to express the “mood” of the brand and to inspire the visual decisions. Your brand is built around your services & ideas, so I included two photos of you. It’s also important to maintain a local Seattle element to the brand. Beyond this, I want to include visual interest through desk images and “work in progress” concepts that’ll help your ideal client see more of your personality and values.

BRAND MESSAGE

POSITION

CORE IDEA I help nonprofits increase their capacity and sustainability.

GOAL Launch your brand into the market with a unique and enduring

position. Be ready and able to accept new client contracts.

HOW YOU ARE DIFFERENT You are not approaching nonprofit organizations to revamp their fundraising strategies. You are approaching them to improve their

ability carry out their mission.

Your program helps women leaders stay engaged and

energized in the causes they support. You help your clients move from “charity burnout” to a powerful position of gratitude and

contribution.

DELIVERY You’ll deliver services through workshops, organizational training, and 1-on-1 coaching.


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BRAND MESSAGE

PERSONALITY

MAGICIAN & MAVERICK PERSONALITY ARCHETYPES

Your ultimate goal is to influence sector-wide transformation. In the short term, you’ll transform the individuals and

organizations you work with.

When they encounter the brand, your audience FEELS:

hopeful, understood, energized, connected to a larger movement, engaged, eyes open (aware), and empowered

to make changes. When they engage with you, they are imagining a greater future.

You are: • Calm • Visionary • Direct • Moving • Courageous • Consistent in words & deeds


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BRAND MESSAGE

POINT OF VIEW


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BRAND MESSAGE Liberation

Equity Empowerment Action/change Courage Stay in the work longer/sustainability

Integrity/Walk your Talk Alignment/Congruent Strength in numbers

“If your compassion does not include yourself, it is

incomplete.”

BUDDHA

MANIFESTO

UNFAIR ADVANTAGES

SEATTLE NATIVE You’re a local to the area you serve in every sense of the

word. You have been a part of the community for years. You have a reverence for the natives of the area. You understand

the communication style, local mythology, and the people.

VISION Your passion and dedication to influencing the future of nonprofits in Seattle is palpable. Keep sharing your vision

courageously.

CONNECTION Your natural gifts for facilitation and engaging with people will help spread the message through your relationships. Keep

building your network.

UNIQUE & MEMORABLE Your angle of martyrdom is unique. Your name is unique. People will remember your work.


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BRAND MESSAGE

DESIGN / VISUALS

LOGOVISUAL IDENTITY

Your logo is a clean and simple representation of your brand. It introduces your ideal clients to you. The blue “f” circle is an alternative mark that can be used as a watermark on photos and as a design element.


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PRIMARY COLORS

VISUAL IDENTITY

Your primary brand color is a retrained grey-purple, which communicates the wisdom of your magician archetype brand. The coral and bold blue add to the brand narrative with feelings of community, action, and impact.

Muted Purple #534b62

20% 40% 60% 80%

Coral #e67e6a

Bold Blue #226ce0

20% 60% 20% 60%


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Use for backgrounds and main color on marketing materials and website.

Use as an accent on marketing materials

& website.

Use for buttons, links, and other areas you

want to draw attention to.

SECONDARY COLORS

VISUAL IDENTITY

#302940 #bcbed5 #f1f1f0


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Your secondary colors are used to complement your main color scheme. The blend of purples helps support the “magician” feeling in your brand visuals, while also giving us more neutral colors to design with.

Use as an accent on marketing materials

& website.

Use as text color and other places you need a dark

neutral.

Use as a light background color and text color on

dark backgrounds.

TYPOGRAPHY

HEADLINES: WALBAUM FS MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()

VISUAL IDENTITY

Body: Futura PT Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^&*()

The headline font used in your brand are “refined modern.” We want to help people become their future self, and this font gives us a sense of authority to do so. The clean Futura sans serif contrasts it with bolder impact.


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SECOND LEVEL HEADLINES: FUTURA PT HEAVY 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.

• Example • Example • Example • 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.

VISUAL IDENTITY

Headline 1 font: Walbaum Medium Headline 2 font: Futura PT Heavy Body font: Futura PT Book Quote: Walbaum Book Italic

Main font color: #302940 Headline 2 color: #e67e6a Link color: #226ce0


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IMAGE STYLE

IMAGE DO’S

VISUAL IDENTITY


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Pictures of Seattle (especially those that fit your brand color scheme)

Pictures of you - both portraits and in action facilitating

Still life objects that you might find on yours/your clients’ desk for visual

interest

Images of people that look like your target client

When choosing images for your brand, pick ones like these.

IMAGE DON’TS

VISUAL IDENTITY


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Cartoon or vector images - use photographs instead

Colors/patterns that are way outside of your color scheme

Pictures of places that aren’t Seattle People doing something in a stock photo that wouldn’t

happen in real life

When choosing images, avoid ones like these.

GRAPHIC SAMPLES

VISUAL 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 candid, direct, and engaging.

When you are explaining concepts and your service, explain the situation today for context, but focus on helping people see your

vision for the future. Use stories to engage people in your examples.

Use colorful language for emphasis. I.E. “I work my ass off and my heart out. Why am I doing this?”

You’ll sound: • Convicted • Compelling • Action-oriented

TONE OF VOICE EXAMPLES


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BRAND COMMUNICATIONWE WOULD SAY Yours in action,

WE WOULDN’T SAY Sincerely,

WE WOULD SAY Join the revolution.

WE WOULDN’T SAY Get tips and advice.

Keep your brand values and personality in mind when you are writing content for your brand. This includes emails, marketing materials, your website, and every other customer touchpoint.

WORD BANK

• Stay in the work longer • Walk your talk • We can't give what we don't have. • We subsidize this sector • What is the true cost of service? • Keep choosing this work • Liberation • Martyrdom • Burnout • Authentic contribution • Win/win • Sustainability • Equity • Integrity • Be the change • Take action


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BRAND COMMUNICATION

TAGLINETransform your impact.

OTHER OPTIONS • Personal empowerment for collective liberation • Liberate your impact • Connect to the revolution • Discover your true authentic contribution • Move from Martyrdom to Authentic Contribution • It’s time to show up in authentic contribution


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BRAND COMMUNICATION

Your tagline is a “catch phrase” that describes your work to others at a glance. It can also be used as your main headline on your website.

BIOS TITLES Fleur Larsen Facilitation

Fleur Larsen, Facilitator

LONGER BIO Fleur Larsen helps Seattle nonprofit organizations and the

people who work for them increase their capacity for

helping. She helps clients move from “charity burnout” to a

powerful position of gratitude and contribution.


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BRAND COMMUNICATION

STORIES

LOW TO HIGH ORIGIN STORY You’re living your origin story right now. Share the story of your

experiences ‘in the trenches’ and how that has brought you here. Share your “What are you pretending not to know?” story.

WHY STORY Share your passion for your work and your clients. Your passion

for creating results for your clients will inspire trust in you.

HUMAN ELEMENTS Share personal stories to relate with your people on a personal level. Also, incorporate local elements into your stories, website,

and marketing. These aspects make you feel personable and familiar.

CLIENT STORIES People will always want to hear what you’ve done for other

organizations. Share your results and the experience others have had with you freely!


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BRAND COMMUNICATION

Stories sell. Use them in your client consultations, marketing, and conversations. By brainstorming stories that fit each of these categories, you’ll have a collection that you can tell over and over again that support and build your brand.

LIVE YOUR BRAND

ACTION STEPS

KEEP CREATING ADVOCATES Keep using the workshops as a “proving ground” and funnel to other service offerings. Keep collecting feedback and

testimonials to your work. These serve as ‘social proof’ and reasons to believe in your brand.

SHARE YOUR MESSAGE WIDELY Your brand will be based around your ideas. Actively pursue

opportunities to spread your message: speaking engagements, interviews on TV/radio/podcasts, participating in industry

events, etc.

INTRODUCE YOURSELF TO THE MARKET “Debut” the brand by publishing a website. Define your services. Identify nonprofit organizations that you would like to work with

and start building relationships with them.


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LIVE YOUR BRAND

BRANDEMIES

IDEA ENEMIES • “Seattle Nice” • Accepting the status quo • Institutional oppression • Martyrdom, “charity,” helping

NOT TO DO LIST • Soften your message as an effort to appeal to more people. • Focus too much on the present situation. Your place and

value is helping people imagine a better future and helping them move towards that vision.

• Don’t worry so much about supporting your work with

studies & statistics. You want to move people towards the future, not over-analyze the present.

WE ARE NOT • For everyone • A generic nonprofit consultant


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LIVE YOUR BRAND

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Nonprofit Consultant & Facilitator Brand Book

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Transcript of Nonprofit Consultant & Facilitator Brand Book