Marketing Agency Brand Book

BRAND BOOK

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 CLICK

MOODBOARD

The mood board was curated to express the “mood” of the brand and to inspire the visual decisions. Your brand is all about caring for the people in business. The black and white creates a strong visual theme and ties all of the different types of images/people/businesses together. Also, several of the images include people interacting with technology, which is a fact of doing business in today’s world.

BRAND MESSAGE

POSITION

Core Idea We help businesses grow using online advertising.

Our Goal Communicate our message and position in the market clearly to potential clients. Grow our client base by an average of 33 clients each year for the next 3 years.

How We Are Different We are the sensible first step for business owners getting into online marketing. We don’t try to sell our clients on services they don’t need (yet.) We keep it simple and results-oriented.

What We Deliver Online advertising creation and management through search and social websites.


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BRAND MESSAGE

PERSONALITY

CAREGIVER & GIRL/GUY NEXT DOOR PERSONALITY ARCHETYPES

Our goal is to help our clients grow their businesses with realistic online advertising. We genuinely care about our clients as people.

When they encounter the brand, our audience FEELS: reassured, comfortable, taken care of, understood, encouraged, capable, at ease, trusting.

You are: • Patient & reassuring • Realistic & relatable • Warm & personable • Simple & straightforward • Transparent & open


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BRAND MESSAGE

POINT OF VIEW


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BRAND MESSAGE

We genuinely care about the results we achieve.

We’re not going to try to sell you a 9-course meal when all you really need is a hearty breakfast.

We do the work that other agencies feel is beneath them.

We focus on what is realistic for the average business owner - not on tactics that work for million dollar businesses. We’re working for maximum value.

We care about your growth.

MANIFESTO

UNFAIR ADVANTAGES

By focusing on only online advertising, results can be tracked and reported. Your clients aren’t throwing money into an ambiguous ‘marketing black hole.’ They are investing in specific results. Your transparency shows that you care about the results and the relationship.

You aren’t trying to be the all-on-one, all things to one person solution. You are choosing to solve a specific problem for local business owners.

By keeping your team and process lean and mean, you are able to offer an affordable service.

You are local to your clients so you understand their mentality, economy, and communication. You keep things personalized.


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BRAND MESSAGE

DESIGN / VISUALS

LOGO

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VISUAL IDENTITY

Your logo is the “handshake” of your brand. It introduces your ideal clients to you. Your logo includes the brand’s primary purple, and an identifying mark - the C with the speech bubble - that will be used throughout your marketing materials.


PRIMARY COLORS

VISUAL IDENTITY

Your primary brand color is a feminine purple, which communicates the caring aspect of your brand. The blue and green balances it with feelings of community, friendliness, honesty, and straightforwardness.

Purple Steel #5c4b91

20% 40% 60% 80%

Honest Blue #3c47a5

Simple Green #1fae6e

20% 60% 20% 60%


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Use for backgrounds, headline text, 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

#a89cc0 #393939 #eff0f1


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Your secondary colors are used to complement your main color scheme. The light purple continues the ‘caregiver’ feeling. The dark grey and light grey give you neutrals to round out your brand colors.

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: LOVELO BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()

VISUAL IDENTITY

Body: Open Sans

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. The accent font - Lovelo line bold - feels similar to the double C’s of your logo mark, so it keeps your brand consistent while giving us a accent to add visual interest.


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ACCENT: LOVELO LINE BOLD

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

Headline font: Lovelo Black Body font: Open Sans Regular Main font color: #393939 Link color: #1fae6e


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IMAGE STYLE

IMAGE DO’S

VISUAL IDENTITY


Images of people who look like your target client Desired outcomes for your business owners (closing a sale, securing a meeting, etc.)

Business owners interacting with technology Pictures of the owners

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

IMAGE DON’TS

VISUAL IDENTITY


Photos of complicated-looking technology. Keep it friendly.

Color photos - keep it consistent with the B&W

Photos of objects/technology that don’t include a human element to

them

People doing something in a photo that wouldn’t happen in real life

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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 friendly, straightforward, and warm.

When you are explaining concepts and your service, always relate the technology to people. The goal isn’t just clicks - it’s calls, clients, and customers.

You’ll sound: • Caring • Reassuring • Friendly • Warm • Sincere • Personable • Realistic

TONE OF VOICE EXAMPLES


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BRAND COMMUNICATION WE WOULD SAY Take care,

WE WOULDN’T SAY Sincerely,

WE WOULD SAY We’ll take care of it for you.

WE WOULDN’T SAY Learn how to do it yourself.

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

• Make the sensible first step • Feel comfortable with online marketing • We’ll handle it • We’ll take care of your growth • Get real results with your marketing dollars • Our transparency shows we care • Don’t worry about it • Real help from honest people • Bang for your buck • Get exactly what you need • Get results right away • Best move for your business


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BRAND COMMUNICATION

TAGLINEWe’ll take care of your

growth.

OTHER OPTIONS • Let’s grow together. • Turn clicks into customers. • Turn clicks into clients. • Turn clicks into calls. • Sensible marketing with real results. • Simple, realistic online marketing that

works. • Count on us to grow. • The ROI shows how much we care about

our relationship.


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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

TITLE Click Search and Social

1-SENTENCE BIO Click Search and Social helps business owners

get real results with sensible online advertising.

LONGER BIO Click Search and Social helps business owners get real results with sensible online advertising.

Located in St. John’s, NL, you’ll get a local advisor who personally manages your account. Get results right away with a small marketing budget

(and you don’t even need a website!)


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BRAND COMMUNICATION

STORIES

LOW TO HIGH ORIGIN STORY You’re living your origin story right now. Share the story of how you are building your own business with online advertising with your prospective clients.

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 business owners. 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

GROW YOUR ‘PORTFOLIO’ OF RESULTS Continue to work with your existing clients and offer your services to business contacts you already have. You’ll want stories of results that you can share in several industries to aide the sales process with new prospects.

BE YOUR OWN CASE STUDY Use your online advertising chops to drive traffic to a landing page that offers 15-minute phone calls. Share the results of this effort when you speak with potential clients.

INTRODUCE YOURSELF TO THE MARKET “Debut” the brand by including it in your introductions, conversations with business owners, and on your social media profiles.


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LIVE YOUR BRAND

BRANDEMIES

IDEA ENEMIES • DIY Marketing • Self-importance • Overly-complicated solutions

NOT TO DO LIST • Position yourself as a teacher (you’re a doer) • Hide your process (transparency is a key

element of the brand) • Position yourself as an “all-in-one” solution

(you’re solving one specific problem)

WE ARE NOT • “Thought leaders” • Local celebrities


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LIVE YOUR BRAND

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Marketing Agency Brand Book

Marketing

Transcript of Marketing Agency Brand Book