Here is an abbreviated example of a Brand Book containing the Brand Standards and Strategy for my Branding & Web Design business. This is the product that we work together to produce using my Signature Brand Development Process. We start by defining the person or businesses Brand Archetype and then build up from there. Once this foundation is created, designing a website is easy and fun! Looking to Brand (or re-brand) your businesses brand & visual identity? Let's work together! Contact me at www.RoxanneGilmore.com/work-with-me

1. Roxanne Gilmore
Little Black
Brand Book
for

2. Brand Standards
Brand Standards - Roxanne Gilmore
Table of Contents This Brand Book clarifies the Brand
Standards for Roxanne Gilmore. This
document describes the message,
visuals and brand expression that will be
carried over onto a website.
Section 1: Brand Message
Section 2: Brand Visual Identity
Section 3: Brand Communication
Section 4: Brand Strategy

3. Brand Message

4. 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 Values
Honesty – 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 Mission
My 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 Goal
To 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 Standards
Brand Standards - Roxanne Gilmore

5. Brand Message
Position
Brand Vision
A 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.
Brand Standards
Brand Standards - Roxanne Gilmore

6. Point of View
Brand Beliefs
I 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 Standards
Brand Standards - Roxanne Gilmore

7. Brand Message
Leader & Mentor Archetypes
Excited 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 & Culture
When 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
Brand Standards
Brand Standards - Roxanne Gilmore

8. Market
Brand Message
Niche
Marketing: Specifically, Branding
Target Market
Creative Entrepreneurs age 25-35 trying to build successful businesses online.
Target Audience
Bloggers & Vloggers
Freelancers
Podcasters
Coaches & Consultants
Photographers
Online Business Owners
Ideal Client Profile
They 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 they
are 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 is
authentic, genuine, and will generate a full-time income.
Brand Standards
Brand Standards - Roxanne Gilmore

9. Offering
Offer & Delivery
Provide 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 Standards
Brand Standards - Roxanne Gilmore

10. Brand Message
Client Results
Have Permission to be Authentic:
Alignment of core values, beliefs and ideal lifestyle with their brand
message.
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, they
will naturally gain confidence in their brand message.
Improved Productivity & Efficiency:
Be able to make quick decisions related to their businesses. A
reduced feeling of overwhelm, which increases productivity and
efficiency.
Brand Credibility:
Provide a consistent customer experience and stay true to their
brand promise.
Expert Status:
A brand will create a persona that positions them as an authority in
their niche which increases their influence and gains expert status.
Brand Standards
Brand Standards - Roxanne Gilmore

11. Brand Message
Client Results
Instant Recognition:
Create Brand Recognition through memorable brand message
delivery. 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 back
for more of my client’s brands and become raving fans. Helps build a
loyal community.
Clear Path to Success:
No more wasting time on frivolous stuff that doesn’t match the
brand goals or mission. Grow audience quicker and have real
direction in their business.
Unlimited Opportunity:
Get the attention of influencers by having a polished brand. Get
recognized and people wanting to collaborate. Get taken seriously.
Increased Income Potential:
Retain more clients, receive more referrals, be able to charge
premium prices, raise rates, more people who want to purchase,
easier to sell new products & services, attract new business and
ultimately grow income quicker!
Brand Standards
Brand Standards - Roxanne Gilmore

12. Brand Message
Unfair
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 Standards
Brand Standards - Roxanne Gilmore

13. Brand Message
Unfair
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 Standards
Brand Standards - Roxanne Gilmore

14. Brand Visual
Identity

15. Visual Identity
Mood Board
This mood board
encompasses my love of
peacock feathers and their
coloring, the classy style of
Marie Forleo & Princess
Kate, sophistication of
purple and gold - all of
which represent who I am as
an individual as well as my
primary brand archetypes.
Brand Standards
Brand Standards - Roxanne Gilmore

16. Visual Identity
Logos
Brand Standards
Brand Standards - Roxanne Gilmore

17. Visual Identity
Color Palette
As 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.
Brand Standards
Brand Standards - Roxanne Gilmore

18. Visual Identity
Patterns &
Textures
The natural marble pattern
provides the classic, royal look
and feel of the brand. The purple,
dark pattern with circles and
diamonds continues the classic &
sophisticated theme.
Brand Standards
Brand Standards - Roxanne Gilmore

19. Visual Identity
Typography
Following with the archetypes,
these fonts have an air of class
and feminine professionalism.
These fonts are also used
throughout this Brand Book.
Headline:
Merriweather Bold
Headlines 2: Merriweather
Body Text: Lato
Accent Text: Great Vibes
Brand Standards
Brand Standards - Roxanne Gilmore

20. Visual Identity
Image Do's
These images maintain the selected
color palette and are consistent with the
Brand 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
Brand Standards
Brand Standards - Roxanne Gilmore

21. Brand
Communication

22. Communication
Tone of
Voice
Copy & Tone of Voice
The 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 Style
Brand should sound:
Personal, not formal
Supportive, not judgmental
Confident, but not overbearing
Knowledgeable, but never arrogant
Passionate, but not fluffy
Honest, not generic
Brand Standards
Brand Standards - Roxanne Gilmore

23. Communication
Title
Roxanne Gilmore
"The Branding Queen"
I am dubbed "The Branding Queen."
This will be part of my Social Media
persona and how people will
remember me to separate me from the
other online Brand Strategists.
Tagline
Savvy Branding & Web Design
for Creative Entrepreneurs
My tagline is the catch phrase that
describes my work to others at a
glance. It also describes who I am and
what my expertise is in and who I
serve. I will use it as my main headline
on my website too.
Brand Standards
Brand Standards - Roxanne Gilmore

24. Communication
Bios
One Sentence Bio:
Online Brand Strategist & Web
Designer guiding creative
entrepreneurs through the branding
process to help them remember who
they truly are at their core and express
that through their personal brand and
web presence.
3rd Person Bio:
Roxanne Gilmore is an online Brand
Strategist & Web Designer who helps
creative entrepreneurs express their
personality through their online presence.
She is a self-proclaimed branding & website
junkie with a Bachelor’s degree in Marketing
from the University of South Florida.
After trial and error, she designed her
Signature Brand Development Process to
take creative entrepreneurs from confusion
to clarity with their brand and website.
She understands the ingredients for a
successful brand strategy recipe.
Brand Standards
Brand Standards - Roxanne Gilmore

25. Communication
Stories
My Why & Origin Story
People don’t buy what you do; they buy why you
do it.
Share first the Why, then the How, then the What
When sharing or teaching a branding concept,
focus on explaining the why and how. By doing so
will avoid sounding generic & formal.
Celebrate my clients
When clients have a breakthrough or an ah-ha
moment, share it! Share it on social media and on
the branding blog.
Client’s Result Stories
Tell client’s stories of transformation from
confusion to clarity. Share testimonials and case
studies
Brand Standards
Brand Standards - Roxanne Gilmore

26. Brand In Action

27. Brand in Action
Awareness
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
Brand Standards
Brand Standards - Roxanne Gilmore

28. Need a Brand Strategy &
Web Presence?
Contact Me:
roxanne@roxannegilmore.com
Roxanne Gilmore
Your Brand Strategist & Web Designer