2. CONTENTS This brand standards document
explores the message, visuals, and
expression of your brand.
- Brand Foundation
- Words & Content
- Design & Visuals
- Live Your Brand
BRAND GUIDELINES DR. KATIE HENRY
4. COMMITMENT
CORE IDEA
Help people motivated for change to transform their
lives through 1-1 coaching, group programs, and in-
person workshops.
YOUR GOAL
Relaunch brand as Dr. Katie Henry: Transformational
Coach to attract clients ready for a program that
works. Simplify all of the different things that you do
under your personal brand.
WHO YOU SE RVE
People ready for true transformation. They’ve dabbled
in programs in the past, but nothing resonated.
They’re ready to work with someone approachable
and kind, but are also ready to tackle the hard work
necessary for big results. You are often the “Caregiver
for caregivers.” You help service-minded people learn
to care for themselves.
THE END RES ULT
Clients that feel empowered to appreciate themselves
and as a result, lead more fulfilling lives. They dedicate
time each day for whatever makes them feel joy and
are able to channel their inner child to tap into the
wonder all around them.
BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation
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Your Brand Commitment are the basic
building blocks of your business: who
you serve and the value you provide to
them.
5. CONTEXT
HOW YOU ARE DIFF ERE NT
The many tools you use to help your clients find
joy. You take knowledge from both your PT
background and spiritual learnings to create a
mixture of belief and facts. You use a wide
array of tools and techniques to ensure your
clients’ lives are truly transformed.
VISION FOR FUTURE
Create a movement of joy. You’ll reach the
world with your teachings and the movement
will be to truly live in the moment. People will
collect experiences and make decisions in their
lives based on how it makes them feel. They’ll
find joy in the little things and never accept
answers as black and white, but always be
curious to learn the “why”.
BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation
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The Context of your brand is the world
that you operate within. It
communicates your position in the
market. It also takes into account the
cultural context your brand operates in
and the movement you want to create.
6. CHARACTER
CAREGIVER & SAG E
PERSONAL IT Y
ARCHETYPES
You mission is to help other caregivers understand
they are NOT alone and create a movement of
caregivers that are not only generous to others, but
generous to themselves. You want to inspire them to
channel their inner child and find joy in the world
around them.
When they encounter your brand, your audience
FEELS: curious, inspired, understood, empowered,
connected, safe, ready for change.
You are:
• Welcoming
• Devoted
• Warm
• Generous
• Inspiring
• Knowledgeable
BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation
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The Character of your brand is the core
of your brand identity. It explains how
you show up in the world, what
motivates you, and what draws people
to you on an unconscious level. The
character of your brand is what creates
an emotional relationship with your
ideal clients/customers.
7. POINT OF VIEW
BE CURIOUS.
Don’t accept things at face value. Channel your
inner 4 year old and ask why….and when you get
a response, ask why again. Embrace what you
don’t know and be constantly learning.
REMEMBER THAT YOUR NATURA L
STATE IS JOY
You should find joy in everything you do. Don’t be
afraid to alter the things you do that don’t make
you happy. Find a way to bring that childlike joy
back into your day to day life.
PUT YOURSELF F IRST
It’s in your audience’s blood to put others before
themselves. But you know first-hand the
exponential benefits you provide to others by first
being truly happy with yourself
BRAND GUIDELINES DR. KATIE HENRY
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CHARACTER
Brand Foundation
The Character of your brand is the core
of your brand identity. It explains how
you show up in the world, what
motivates you, and what draws people
to you on an unconscious level. The
character of your brand is what creates
an emotional relationship with your
ideal clients/customers.
8. Live every day in a
constant state of childlike
joy and wonder.
MANIFESTO
9. CREDIBILITY
YOUR ‘ UNFAIR
ADVA NTAGES’ ARE :
• Your education in physical therapy. Your
neuroscience background helps explain the
“why” behind spiritual practices. You
applaud curiosity and you back that up by
having the answers to why you use the tools
you use.
• Your experience working with children. You
have a different point of view on how
people should transform their lives - you
encourage people to embrace their inner
child and find joy in everything they do.
• Your ability to read a room. Being live is
your ideal setting. You can make content/
activity decisions on the fly as you read the
atmosphere of your audience.
BRAND GUIDELINES DR. KATIE HENRY
Brand Foundation
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The final ‘C’ of your Brand Foundation
is your Credibility. These are the
reasons why people choose you over
other options in the market. They are
your “proof points” and “reasons to
believe.”
11. TONE OF
VOICE
BRAND GUIDELINES DR. KATIE HENRY
Your brand communication should be caring and open,
and also knowledgeable. You encourage your
audience to ask “why” to themselves - and you also
answer the why in all of your recommendations.
Why do you recommend meditation?
Why should your clients embrace their inner child?
Why is joy so important?
These answers enhance your credibility and are on
brand with your secondary archetype of Sage. Your
vision, message, and design all embody your Caregiver
brand personality.
You’ll sound:
• Empowering
• Passionate
• Approachable
• Fun
Not:
• Judgemental
• Strict
• Forceful
• Monotonous
Brand Communication
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12. WORD BANK
• Childlike curiosity/wonder
• Find the joy in life
• Transform
• Healing
• Be inspired
• Ready for change
• Zest for life
• Confidence
• Conviction
• Love who you are
• Take time for you
• Release the guilt
• Best version of you
• Positivity
• True desires
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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13. NAMES
• Fuel Your Joy
• Fuel Your Joy Fridays
Business Focuses:
• Igniting your intuition
• Heal your body
• Nourish your soul
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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14. TAGLINE
• Fuel your joy
• Embrace your natural state of
joy
• Embrace your inner child
• Choose joy
• Be curious about life
• Find your joy
• Joy is natural
BRAND GUIDELINES DR. KATIE HENRY
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.
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15. STORIES
YOUR OWN PATH O F
TRANSFORMATIO N
Explain how you evolved from pediatric physical
therapy to a transformation coach. Also explain how
your life has improved since embracing your inner
child and learning to find joy in everything you do.
CLIENT STORIES
Include transformational stories of past clients. How
they went from “zero energy” at the end of the day to
even cook dinner or hang out with their children to
dedicating time each day to do what brings them joy.
STORY OF THE JOY OF A
CHILD
Set the stage with descriptive imagery of a memory as
a child - make it vague enough that many people can
relate but really rich in imagery so that your audience
an imagine themselves in that scenario growing up.
Evoke the wonder, curiosity, and joy that you want
people to embrace in day to day life to help them
realize how valuable those emotions are as an adult.
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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16. CONTENT
THEMES
• Igniting your intuition
• Heal your body
• Nourish your soul
• Self care for caregivers
• Defining and living your joy
• Science behind the “woo woo” techniques
***Use these themes as starting points for any
content you begin writing for your website.
Always relate your blog posts or social media
posts back to themes that are “on brand” for
you.
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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18. M OOD BOARD
The moodboard was
curated to express the
“mood” of the brand and
to inspire the visual
decisions. The pure joy in
life (laughter, smiling,
playing) is a primary
visual cue in your brand.
Use hand imagery to
symbolize the healing
powers of touch.
20. TYPOGRAPHY
Visual Identity
Your font choices are a mix of bold, playful,
and casual. The round forms in Sofia make it
a versatile and personality-filled choice for
your brand. The boldness of the headline
font speaks to your ability to take risks to fuel
your own joy.
BRAND GUIDELINES DR.
KATIE HENRY
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21. 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
BRAND GUIDELINES DR.
KATIE HENRY
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22. LOGO
Visual Identity
These logo options were
designed to fit your brand
message and personality. The
main logo is the casual Saturday
Scrip. The letterforms fit
together in harmony, similar to
the way your audience will fit in
self-care into their caregiving in
natural ways. The submarkets
are used for design variety in
different applications (image
watermark, photo overlay, etc.)
BRAND GUIDELINES DR. KATIE HENRY
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23. PATTERNS
Visual Identity
The graphic styles/patterns used in your
brand fall under two main themes. First, the
message paint strokes add a subtle
background element to some of your
graphic styles. It speaks to the imperfect
nature of following your joy, and also to the
reckless abandon that children create with.
The second design theme is the repetition of
your main logo symbol. The repeated use of
this floral-bohemian symbol creates brand
recognition and adds visual interest to
images and graphics. The flower is a
common symbol that shows up in Caregiver
brands. The boho-style of yours speaks to
the beach-y tropical ocean feel that inspires
your own relaxation.
BRAND GUIDELINES DR. KATIE HENRY
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25. IMAGE
DO’S
Visual Identity
BRAND GUIDELINES DR. KATIE HENRY
Children playing/laughing Images of hands - symbolizing power of
touch
Taking time for yourself - relaxing with
tea, out on a walk, meditating, picking
wildflowers….
Images of you - pure joy, laughing, loving life
When choosing images for
your brand, pick ones like
these.
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26. IMAGE
DON’TS
BRAND GUIDELINES DR. KATIE HENRY
Ideal client doing things for others Black and white photos
Images showing pain or frustration Scenes that are too busy, hectic,
or overwhelming
When choosing images, avoid
ones like these.
Visual Identity
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31. BRAND
ENEMIES
IDEA ENEMIES
• I’m too busy to change
• Martyr attitude: I’m too busy doing good for
others, I don’t have time to dedicate to myself
NOT TO DO LIST
• Tell someone to do something without
explaining why
• Focus on tasks instead of results or feelings
WE ARE NOT
• A stepping stone to deciding if you’re ready
for change
• A “one size fits all” brand. You have a myriad
of tools and decide what will work best to
ensure your client’s most successful
transformation.
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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32. ACTION
STEPS
LAUNCH REB RANDE D
WEBS ITE
Use the new brand fonts, logo, colors, etc to update all
of your brand touch points.
SCHEDULE A PER SON AL
BRA ND PHOTOSHOOT
I’d love to see updated photos of you living by
example. Get photos of your pure joy of life and doing
things you enjoy.
CREATE A ND EXEC UTE
VISIBIL ITY PLA N
Narrow down platforms where you see the most traffic
and execute on a consistent plan for being visible.
BRAND GUIDELINES DR. KATIE HENRY
Brand Communication
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