Rock Your Talk is a comprehensive course by Kristin Thompson to teach you how to speak to sell. http://www.rockyourtalk.com

1. BRAND STANDARDS

2. contents
This brand standards document explores the
message, visuals, and expression of your
brand.
Brand Message
Design & Visuals
Words & Content
Live Your Brand
Brand Guidelines
1
2
3
4

3. VISUAL CONCEPT
This concept was created to express
the “mood” of the brand and to
inspire the visual decisions. The
inspiration was “Hard Rock Cafe”
meets “Apple.” We were striving for a
balance between rock and roll, light
heartedness, and class. And while we
were giving the course a visual
upgrade, we wanted to maintain
consistency with your existing brand.

4. brand
message

5. position
CORE IDEA
Rock Your Talk is an online course that helps people craft their
signature Talk that turns into clients.
OUR GOAL
Our work together included developing an updated brand style
for your course, along with designing specific assets that will
be used during the launch. We wanted to communicate your
rock star personality with hints of humor and “relate-able-ness.”
HOW YOU ARE DIFFERENT
Instead of teaching ways that people can be better
entrepreneurs, speakers, etc, you let them know that they are
already perfect the way that they are. They just need to share
their true personality and knowledge with the world.
THE END RESULT
After working with you, your clients and students Rock Their
Talk! :) They develop a brand, system, talk, and product that
grows their income and impact.
BRAND GUIDELINES
BRAND MESSAGE
1

6. personality
MAVERICK & GIRL NEXT
DOOR PERSONALITY
ARCHETYPE
Your goal is to help people rebel against the
“expectations” and how they *think* they need to
show up. You empower them to proudly be
themselves. You instill a sense of “real-ness” into
everything that you do, which makes you relatable
and accessible.
When they encounter your brand, your audience
FEELS: empowered, understood, appreciated,
confident, and excited.
You are:
• Direct (no B.S.)
• Real
• Engaging
• Fun (you don’t take yourself too seriously)
BRAND GUIDELINES
BRAND MESSAGE
+
1

7. point of
view
YOU ARE PERFECT NOW
You aren’t too fat or too skinny or to old or too young. You are exactly
who people need you to be. Stare your personality and knowledge
now. I’m not here to improve you. I’m here to help you be exactly who
you are.
YOU’VE GOT TO WORK IT
Magic bullets would be great, but unfortunately they are a fool’s wish.
For anything to work, you’ve got to work it. Put the system into action
and you’ll get the results you’re looking for.
I WAS WHERE YOU ARE
I’m not a guru. I’m exactly as special as you are. Your dream of
making an impact and an income is completely possible. I know
because I started where you are now.
BRAND GUIDELINES
BRAND MESSAGE
1

8. you are the
secret weapon
in your
business
- MANIFESTO -

9. unfair
advantage
YOUR ‘UNFAIR ADVANTAGES’ ARE:
• You have a gift for showing people how special they are and
helping them see and own it for themselves
• You have the results to back up everything that you teach
(from your own experience and from your clients)
• You are genuine through your brand and being. Your
authenticity shows through your consistency from your hair
color, to the way you speak, to your design. You are 100%
and unapologetically you!
BRAND GUIDELINES
BRAND MESSAGE
1

10. design +
visuals

11. logo
VISUAL IDENTITY
The logo was designed
to fit your new name and
brand message. The
Black Diamond font and
gradient are signature
pieces of the brand
identity, and are reflected
in the logo.
Brand Guidelines
2

12. primary
colors
VISUAL IDENTITY
The primary colors, purple and
gold, have been a part of your
brand identity for a long time.
We updated them slightly
(moving from yellow to gold) for
this project and added several
complementary colors that are
shown on the next page. The
colors feel very rock and roll.
#78009d
20% 40% 60% 80%
GOLD #2C2C2C
20% 60% 20% 60%
Brand Guidelines
2
The gold effect can
also be achieved
with a gradient:
#F4DF6C to
#C09321

13. secondary
colors
VISUAL IDENTITY
The secondary colors give the
brand more depth and interest.
We use them as accents
throughout all of the designs.
#3C005A #C22098
#FFFFFF
Brand Guidelines
2
#000000

14. patterns
VISUAL IDENTITY
The patterns and gradients used
in the brand designs add a lot of
texture to the designs. The
gradients feel very modern, and
the paint splatters and grunge
texture add the rock n’ roll edge
that your brand is known for.
Brand Guidelines
2

15. typography
HEADLINES: VISBY HEAVY
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
!@#$%^&*()
VISUAL IDENTITY
Body:Helvetica Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The fonts used in your designs
mix some very interesting styles
together. The accent that shows
throughout the brand and logo,
Black Dimond, is very rock. It
adds an element of accessibility
and real-ness because it’s a bit
messy and grungy. Visby is nice
and bold, and has some unusual
letter forms. In the form of a font,
its the mix of modern and humor
that is found elsewhere in your
brand.
Brand Guidelines
Accent: Black Diamond
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
2

16. 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
Rock on! This is an interesting quote!
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
Brand Guidelines
2

17. image style

18. image
do’s
VISUAL IDENTITY
Brand Guidelines
Images of you that are full of personality or in your
element - on stage, speaking
Images with the purple-pink gradient
Stock images that have an element of irony
or humor in them
Images of microphones, technology, and other
objects speakers use on the regular
When choosing images
for your brand, pick ones
like these.
2

19. image
don’ts
Brand Guidelines
Lifestyle porn that makes you seem
inaccessible or too “royal”
Super corporate pictures of people that
have no personality
Mockups or graphics that are overtly
feminine
Cheesy or low quality stock photos
When choosing images,
avoid ones like these.
VISUAL IDENTITY
2

20. other graphics
Brand Guidelines
Other graphics that show
up throughout your brand
follow the rock n’ roll +
grunge feel, with hints of
quality.
VISUAL IDENTITY
2

21. words +
content

22. tone of
voice
BRAND GUIDELINES
Content and communication from your brand should be
extremely conversational, empowering, and direct. You say
what you mean and you don’t jazz it up with lots of jargon or
$10 words.
YOU’LL SOUND
• Friendly
• High-energy
• Straight talkin’
• Easy to understand
• Personable (use your own slang, phrases, etc.)
NOT
• Formal
• Generic
• Sophisticated
• Jargon-filled
• Preachy
BRAND COMMUNICATION
3

23. brand
name
BRAND GUIDELINES
ROCK YOUR TALK
The original name of the course was “Command Any
Room.” Early in our work together, we settled on
using “Rock Your Talk” as the new name. The phrase
is already strongly associated with your brand. The
course is your signature method, so the name
change brought that in alignment. Also, on a word
level, “Rock” is much more on brand than
“Command.”
BRAND COMMUNICATION
3

24. word bank
• The real deal
• Rockin’
• Sneak peek
• Cherry on top
• Damnit Janet!
• Rock your….
• Combine your personality and expertise
• For realz
• Shimmy on…
• Get a little crazy
• Go-to girl
BRAND GUIDELINES
BRAND COMMUNICATION
3

25. live your
brand

26. action
steps
STAY ACCESSIBLE THROUGHOUT
THE LAUNCH
Your “girl-next-door” is an important piece of your brand
personality. Stay accessible to people throughout the launch
so they can see your personal involvement.
KEEP ENCOURAGING PEOPLE TO
BE THEMSELVES
I don’t think you could ever tell people enough that THEY ARE
ENOUGH. It’s an important (and sexy) message. Keep on
keeping on.
CAPTURE CLIENT RESULTS
Keep building the social proof for your course and for your free
content. Let other people sing your praises. Share their kind
words.
BRAND GUIDELINES
BRAND COMMUNICATION
4

27. brandemies
IDEA ENEMIES
• Impact or income without the other. They work
together to build a business that serves you while
you serve others.
• Needing to “be more” or “be better” to see success
NOT TO DO LIST
• Engage in the “lifestyle porn” or “business porn” that
is so prevalent in the industry. Keep sharing the real-
talk and behind the scenes moments in your brand.
WE ARE NOT
• A “guru” or “genius”
• Another complicated online marketing system
BRAND GUIDELINES
BRAND COMMUNICATION
4

28. Q U E S T I O N S ?
kaye@kayeputnam.com