Brand Book
By Luke Englert
1
GLOSSARY
2
What is a brand?
4
Why you need a brand.
6
What is in a brand.
8
The Brand Code
10
Target Audience
14
Old and New Scenarios
16
New Brand Identity
20
Brand Application
26
3
WHAT IS A BRAND?
4
A name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers. Brands are used in business, marketing, and advertising.
5
WHY YOU NEED A BRAND.
6
Think of a brand as the impression you want your business to make. It says how you are different and shows your business in a positive light.
7
WHAT IS IN A BRAND.
8
IDENTITY All logos version Company and product names Taglines Standards and guidelines DIGITAL COMMUNICATIONS Website Email Social Media Sales presentations Banner Advertising PRINT COLLATERAL
INTERNAL COMMUNICATIONS Employee communications Promotional products: pens, shirts, caps, etc. ENVIRONMENTAL APPLICATIONS Signage Banners Trade show graphics Product displays Packaging Vehicles
Product literature Brochures Advertising Direct Mail Newsletters
9
10
11
“Our farm is the only farm that supports its community while being diverse with crops and growing with the times.�
The Brand Code
12
PROUD PROFESSIONAL DIVERSE
PRODUCT Crops are diverse, cows are happy and healthy.
STYLING Professional, land lovers, proud, hard working, reliable
VISION To inspire well educated future farmers to go back to their roots and support growth.
POSITIONING Crops are diverse and we give back to the community.
MISSION Providing healthy cattle and diverse crops while giving back to the community
VALUES Hardworking, reliable, changing with the time, responsible.
13
Target Audience
14
NAME: WHAT THEY LOOK LIKE:
Grant Chapman Plain and well kept, serious yet patient, passionate, always smiling but something seems off. Adjusts to whatever situation they are in.
WHERE THEY LIVE:
Manhattan, KS
WENT TO SCHOOL:
Kansas State University, Majored in Agricultural Science
WHAT THEIR HOBBIES ARE:
Football, a beer with friends, fixing cars, movies, video games.
WHAT MOVIES THEY LOVE:
Into the Wild, Castaway, The Edge, A Cry in the Wild, Twister
WHAT THEY DREAM ABOUT:
Settling down with a significant other in the country with a a big farm and wide open spaces.
15
Old Scenario We are a big farming operation in an area mainly consisting of small farms and we do not have a brand identity.
16
New Scenario Through the use of family resources (mainly me) a completely new brand identity is possible. In fact it is right here.
17
Brand Moto Make you proud to be a farmer.
The brand dream The day when everyone recognizes farming as a serious career and anyone who does it is to be admired.
Favorite Qoute “We can’t ignore the rest of the world. We’re the only stabilizing influence in the country.” – Ben Cartwright, Bonanza
18
19
NEW BRAND IDENTITY
20
HORIZONTAL SIGNATURE
VERTICAL SIGNATURE
LOGO
21
COLOR FAMILY
C: 100% M: 100% Y: 100% K: 100%
22
C: 75% M: 35% Y: 100% K: 70%
C: 65% M: 20% Y: 100% K: 0%
C: 0% M: 75% Y: 85% K: 0%
C: 45% M: 5% Y: 0% K: 0%
TYPOGRAPHY FAMILY AND RELATIONSHIPS
Bauer Bodoni Bauer Bodoni, Regular. Primarily used for body type, 10-12 pt. GOTHAM GOTHAM, LIGHT. ALL CAPS. PRIMARILY USED FOR HEADERS AND LOGOTYPE.
IMAGE PALETTE
23
24
25
26
BRAND APPLICATION
27
28
Solidify the brand with a jacket employees can wear.
29
Giveaways
Whether given to landlords or potential business partners, giveaways can make a company memorable.
30
31
32
Vinyl logotype on the side of existing water truck.
33
34
Color Even a simple change in paint color to existing vehicles can help solidify a brand.
35
Banners
FARM WITH PRIDE.
36
37
www.englertpartners.com
38
www.englertpartners.com
www.englertpartners.com
www.englertpartners.com
Campus Promotional Posters For future recruitment 11x17 posters can be placed around a college campus that have a good agricultural and livestock program.
39
40
Joe Englert 620.384.XXXX
Anthony Englert 620.384.XXXX
englertpartners@gmail.com | www.englertpartners.com
41
“We can’t ignore the rest of the world. We’re the only stabilizing influence in the country.” – Ben Cartwright, Bonanza
42
43