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EXAMPLE BRAND GUIDE
LOOK INSIDE
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BRAND GUIDE WHAT’S INSIDE
DEFINITIONS
BRAND GUIDE
TERMS WE USE
WHAT YOU TOLD US
ELEVATOR PITCH
BRAND STORY
PERSONALITY + BEHAVIOR
HOW YOU SPEAK
HOW YOU LOOK
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DEFINITIONS TERMS WE USE
BRAND GUIDE
ELEVATOR PITCH
BRAND STORY
A foundational tool that drives marketing execution
and ensures communications are telling one singular story.
The shortest, most concise way to describe the category
of what you are selling, and the one thing that makes it unique.
Three sentences that clarify what, how and why you do
what you do. It ensures everyone who communicates
about you is saying the same thing.
WHAT YOU DO
PERSONALITY
+ BEHAVIOR
HOW YOU SPEAK
HOW YOU LOOK
What your product or
service is and does.
HOW YOU DO IT
How you deliver
what you do.
WHY YOU DO IT
Why you matter to
your target audience.
The traits that communicate who you are to the world,
and how you act.
Direction and inspiration for the writers responsible for
crafting verbal tonality and style in all communications.
Direction and inspiration for the designers responsible for
expressing how you look in all communications.
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BRAND GUIDE WHAT YOU TOLD US
YOUR
WORDS
YOUR
IMAGES
Optimistic
Inspiring
Innovative
Inventive
Empathetic
Empowering
Disruptive
Pioneering
Refreshing
BRAND TIP
These are the words and images you chose.
Together, they begin to tell a story.
WHAT THEY MEAN
TOGETHER
Sees the bright side
Shows and tells and shares
Thinks outside the box
Realizes ideas fully
Understands and validates
Encourages action
Changes the conversation
Blazes new trails
Springs to life
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BRAND GUIDE ELEVATOR PITCH
BRAND ELEVATOR PITCH
CATEGORY
POINT OF DIFFERENCE
WeFestival is an event for women
entrepreneurs, designed for sharing and
validating.
BRAND TIP
Many start ups and small businesses are breaking new
ground—and often have a hard time articulating what they do.
Your elevator pitch should be clearly understood in one
sentence.
Using a familiar category reference is essential to explaining
your business quickly. If people are tracking with your
category, they can focus on how you’re different within that
category.
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BRAND GUIDE BRAND STORY
BRAND STORY
WHAT YOU DO
We support,
celebrate and
validate women
entrepreneurs who
are in the trenches of
their business.
HOW YOU DO IT
WHY YOU DO IT
We create a safe
place to connect and
be heard.
We believe the best
way for women to fuel
creative fires and
move their business
forward is to learn
from other women’s
experiences - and
share their own.
BRAND TIP
Your brand story is the foundation for articulating your brand’s
best self - in clear, concise language.
Your story acts as an internal script so that everyone is
communicating the same ideas about your brand and
business.
Your Brand Story language can be used directly as-is, or
massaged for specific communications. It’s here to help
ensure consistency in everything you do, say, create.
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BRAND GUIDE PERSONALITY + BEHAVIOR
BECAUSE YOU ARE
REFRESHING
Spirited, optimistic, energetic
EMPATHETIC
safe, generous, supportive
MOTIVATING
Inspiring, guiding, empowering
BRAND TIP
As people, our personality and behavior transmit who we are
to the world. The same is true for brands.
These personality ideas were crafted for you based on what
you told us. The specific words we’ve chosen are less
important than the ideas behind those words. Feel free to
change out any of the primary words with the alternatives
listed below. Whatever you decide to change, just make sure to stay true to the big ideas.
YOU ACT IN THIS WAY
LIGHT FIRES
WeFestival creates a lively dialog that sparks
thought and action
VALIDATE EXPERIENCES
WeFestival listens intently because
everyone’s experience is worth
sharing and learning from
MOVE FORWARD
WeFestival inspires, providing a leg
up for the journey ahead
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BRAND GUIDE HOW TO SPEAK
BEHAVIORS
TONE OF VOICE WRITING STYLE
Casual and colloquial
Because we...
LIGHT FIRES
We ask questions, listen
and share
Reference the experiences of WeFesters
- What’s the best advice you ever got?
We’ll post in “what you said”
tomorrow...
Because we...
VALIDATE EXPERIENCES
Because we...
MOVE FORWARD
We connect warmly
Write and speak like real people speak
because you know WeFesters personally
- We’re so glad you came...
We motivate with vibrant
enthusiasm
Write with encouraging positivity
- Browncow just launched their site!
If you’ve got a sec, show some
love..
BEFORE + AFTER
website copy before
No matter what stage your
business is in – just starting,
recently launched, ready to scale –
this year’s festival is designed for
you.
There is nothing more important to
an entrepreneur than good
information, sound advice, a
supportive and generous
community of peers, and great
conversation. This year we focus
on the nuts and bolts: what you
need to know to make your
business a success from people
who have been where you are
now.
BRAND TIP
Tone of voice is a guide to help ensure you
write and speak with consistency. If you
remember one thing here, remember Tone
Style. It’s your rudder.
For super-important communications, we
highly recommend hiring a writer if you
don’t have one on staff.
website copy after
We know one-size-fits-all isn’t
great for business. So no matter
where you are in yours—just
starting, just launched, or just
about to scale—we’ve got you
covered at WeFest.
We’re here to bring you the
conversation, sound advice and
support you need from women like
you who are building businesses
from scratch.
This year, it’s all about nuts and
bolts, the biggest “need to knows”
from women who have been there
already.
Instead of being preach-y “there’s
nothing more important” we are
motivating with encouraging
positivity like real people speak
“we’re here to bring you ....support
you need.”
We altered the
language of “designed
for you” into “we’ve
got you covered” to
say the same thing customization - but in
a way that’s
empathetic with
colloquial enthusiasm.
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BRAND GUIDE HOW YOU LOOK
BEHAVIORS
EXPRESSION
Because we...
VALIDATE EXPERIENCES
Because we...
MOVE FORWARD
COLOR
This orangey-red color family
represents powerful optimism today.
Because you fire things up, your base
colors are less-heavy red or gray tones
that can be layered with modern, lightweight colors to create action and a bit
of levity
PHOTOGRAPHY
Because we validate and share, we
show real people interacting in
frames that capture the moment—in
true-to-life color or black-and-white
TYPOGRAPHY
LIGHT FIRES
GRAPHICS / TYPE
Because we...
Because we build and move forward,
we use layers of directional curves and
lines that show movement
TYPOGRAPHY
…AND MORE
This collage was created for
designers. It acts as inspiration
and direction to ensure they
translate your brand
cohesively and consistently
across whatever medium they
are designing for.
NOTE These images are ONLY for
your internal purposes. You do not
have any commercial rights to use
these images for external or
promotional purposes.
ENVIRONMENT
Because we light it up, our
environments are built for fluid
conversation and feel bright and
uplifting
PHOTOGRAPHY
BRAND TIP
All color has meaning.
But there’s a difference
between universal meaning
and personal meaning.
The right color for your brand
is not about personal like or
dislike - it’s about what works
to communicate who you are.
Because we validate and ground, our
typefaces are approachable, clean,
modern san serifs
TEXTURES/PATTERNS
GRAPHICS