TABLE OF CONTENTS
BRAND VALUES BRAND PERSONALITY TONE OF VOICE DIFFERENTIATORS TARGET AUDIENCE COLOUR PALETTE TYPOGRAPHY
3 4 7 8 11 13 15
AUTHENTIC
WHOLESOME
Virginia Czarnocki is in the business of inspiring lifechanging experiences. She believes in a world of opportunity, where people can do or be whatever they want – so long as they believe in themselves and have the courage to go out and get it. Virginia Czarnocki helps people who are looking for meaning, purpose and fulfillment in the life they lead. Those who realise that there's more to life than the 9-5 daily grind, who would rather eat with intention than convenience, and who have learnt the hard way the detriment of being "too busy for exercise." But who need the guidance, mentorship, structure and tools to get there. Virginia Czarnocki helps people like this to break out of their box, take a leap of faith, let go of the old rules of corporate hierarchy and fad dieting, get their groove back – and get "more" out of their life.
BRAND VALUES 3
BRAND PERSONALITY
In a nutshell, Virginia Czarnocki is: A NO-NONSENSE PERFORMANCE TRAINER Helping people to transform their lives mentally and physically through personal training, wellness and nutrition programmes. A LEADING BUSINESS COACH Helping executives and senior professionals to create authentic, powerful, purpose-driven global businesses and teams. A TRUSTED HEALTH MENTOR Helping people to transform their diets through online meal planning and a local meal delivery service.
4
A TRUSTED HEALTH MONTOR, LIFE COACH AND PERFORMANCE TRAINER. BUSINESS LEADER, STRATEGIST AND SPEAKER. MOTHER OF THREE, GAME CHANGER AND ENTREPRENEUR. A wife and mother of three, Virginia Czarnocki has worked in the fitness and coaching industry for X years, however, her motivational drive comes from her own, real-life experiences. Having walked away from numerous burgeoning careers, including partnership in a law firm, she’s turned down promotions, moved countries, gone back into law and then left it again, to follow her passion to help people live their lives to their best potential. Her time spent as a financial services executive and a military officer undergrinds what she is able to inject in her training and educational programmes today. Most often found in gym gear, Virginia Czarnocki does not preach perfection or quick fixes, rather she brings her clients tough, honest and real advice from the life she’s living and learning. 5
Virginia Czanrocki doesn't aim to be different. She strives to be authentic. The brand's voice is a real and unique mix of fitness and nutrition knowledge, mindfulness and honesty, business practicality, funky truisms and entrepreneurial gusto. No sage from the stage, Virginia Czarnocki gives real world advice to people that want to change their lives for the better. The brand is personal, relatable and honest, yet confident, inspiring and to the point. Virginia Czarnocki is not afraid to say it like it is, make mistakes, have a bad day [and swear about it], and fall down and get back up again – just like the rest of humanity.
TONE OF VOICE 7
DIFFERENTIATORS
UNIQUE Virginia Czarnocki is 45+ mother of three, ex-law partner, ex-military officer who gave up a high six figure salary to help people transform their lives mentally and physically.
INSPIRING Virginia Czarnocki is proof that where you can work and dream like crazy, you can change your life for the better and, with a little luck, change the world at the same time.
CHAMPION No matter what her clients’ dreams or obstacles, Virginia Czarnocki teaches people how to have confidence in themselves, which in turn has the power to transform their lives both physically and mentally.
AUTHENTIC Don’t expect perfect polish but do expect thoughtprovoking ideas, timeless wisdom, some goofy antics and an unwavering devotion to help her clients live their best and most meaningful life. 8
Virginia Czarnocki is best known for helping the 35+ year-olds who are looking to change their lives for the better. Whether they've lost their confidence and motivation, looking to lose weight and get fit, permanently, or finding work/life balance in high-flying careers. She also works with many 18-25-year-olds who are looking for guidance and mentorship in their personal and professional ventures. While her current clientele is predominantly female, the brand and its progammes are equally relevant to men. Virginia Czarnocki also works with large corporates’ CEOs and leadership teams to create authentic, people-led powerhouses, get clear on what they stand for, and champion a strong company culture and employee morale from the top down.
TARGET AUDIENCE 11
PRIMARY COLOURS
BLACK
WHITE
PANTONE 375 C
SECONDARY COLOURS
PANTONE 0921 C
PANTONE COOL GRAYÂ 4C
COLOUR PALETTE 13
TYPOGRAPHY - PRIMARY
TYPOGRAPHY - SECONDARY
TYPOGRAPHY 15