B R A N D I N G + M E S S A G I N G P L A Y B O O K

B R A N D F O U N D AT I O N

Contents Importance of a Brand < Who We Are < Emotional Map <

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Brand Key Ideas <

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Importance of a Brand Our brand is much more than a logo.

Each marketing campaign should be a brand

It is everything that defines us.

campaign. We build equity in our brand when we are consistent in our voice, our visuals, and

A brand is the way we answer the phone; it

all we say and do. Brand marketing is about our

is how we communicate. It can be seen in

customers memorizing our message, and if we

everything: our social media posts, advertising

change our message (or visuals) all the time, we

campaigns, packaging, vehicles, signage,

never build equity. The purpose of this brand

exhibits, emails, business cards—everything.

guide is to make that consistency easy.

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U FIRST BRAND & M E S S A G I N G P L AY B O O K

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Your brand is the single most important investment you can make in your business. STEVE FORBES | Editor-In-Chief, Forbes Magazine

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Who We Are We want to become irreplaceable to our customers, creating lifelong relationships with

Our mission is one of the first places we

them. To do this and stand out in the marketplace,

articulate this focus on our customers. The

we need to emotionally connect with our

mission in this section became clear through

customers. We want them to fall in love with our

audits of both internal stakeholders and our

brand, trust it, and believe it is the best solution

various audiences as well as the subsequent

out there.

research review. This overarching focus is then expanded into the emotional map in the next

To inspire this loyalty we need to know what our

section, defining the most important attributes,

customers think and then use their own words to

benefits, and emotions that drive our audience.

speak back to them the attributes, benefits, and emotions that drive them to buy our brand.

Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.

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Nfuz BRAND & M E S S A G I N G P L AY B O O K

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ASHLEY FRIEDLEIN | Digital Marketing Thought Leader

WHO WE ARE Invented by a doctor and physical therapist in their sports medicine practice, nfuz offers a two-in-one solution that combines the therapeutic benefits of essential oils with the support of a high-quality kinesiology tape— empowering users to feel their best and push further and longer as they enjoy their favorite activities. Trying to use both kinesiology tape and essential oils in tandem in the past was difficult at best, but we’ve made it easy. nfuz is a breakthrough technology; its microencapsulated essential oils offer benefits upon initial application as well as with reactivation technology that delivers the oils again when the wearer rubs the tape. We’re setting a new standard and our customers to feel better, stronger, and more

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confident as they experience the difference!

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Customer Profile An intuitive business owner knows that before

how do they feel when using our product. Without

anything else we must understand what our

all of this foundational understanding, everything

customers think.

we do is just a wild experiment to see what sticks.

We need to know the attributes of our products

In our customer profile we focus on understanding

they love the most and in which order. We need to

who our customer is. What do they look like,

know the real benefits our products bring, from the

think, and feel? Through our stakeholder audit and

customers’ perspective. Here, too, it’s important to

subsequent customer research, a picture emerged.

know the order of what is most important to them.

The customer profile presented here helps us to

And finally, most critically, we need to know the

know our customer better so we are prepared to

emotions our product creates in our customers—

emotionally connect with them.

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Nfuz BRAND & M E S S A G I N G P L AY B O O K

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Products are made in a factory, but brands are created in the mind. WALTER LANDOR | Acclaimed Designer & Branding Pioneer

The nfuz customer is typically between the ages of 18-45. They love being active and whether their activity of choice is biking, running, dancing, lifting, throwing, rowing, or anything else, they want to be able to perform at their best and feel better, stronger, and more confident. Whether due to a previous injury, the stress and strain or their chosen activity, or normal aging they experience nagging pain, which has created both physical and mental barriers to their success and performance. They’re looking for something that will help them feel better. They want a product that makes a difference, and if it

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supports them in multiple ways that’s even better.

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Emotional Map The emotional map is a qualitative research tool

understand the emotional map in detail. On the

used to identify the emotional benefits of our

bottom left you’ll find our specific list of key

brand and products. It is the result of research

attributes. Next up is benefits, or the positive

with internal stakeholders as well as our audience.

outcomes our customers feel—what’s in it for

Through key questions to these groups we were

them. These benefits then give way to emotions,

able to define the most important attributes,

which are the feelings our products evoke for our

benefits, emotions, and values that drive them.

customers. Recustomer, we always want to sell from the emotions our customers feel and the

It is often hard for consumers to express the

benefits they gain.

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U FIRST BRAND & M E S S A G I N G P L AY B O O K

SECTION 5 B R A N D P O R TA L

emotional benefits they experience from a product, which makes the emotional map

You’ll also notice that there are four ladders—or

incredibly powerful because it pulls out this

pillars—on our emotional map. You can only

information and organizes it in a way that’s easy to

sell one concept at a time, and the pillars are

use in our branding and marketing initiatives. By

arranged from most to least impactful with the

distilling down this critical information, it’s easier

most important pillar on the left. Each of these

to make connections that guide communications,

pillars has also been written into a directional

graphics, headlines, and more across marketing

paragraph that can be used as a go-to source

and sales efforts.

when creating marketing and sales materials.

Most importantly, the emotional map empowers

On the right side of the emotional map you

us to understand the benefits and emotions that

will also notice several other labels. Our values

drive consumers to purchase our products. We can

help us determine the mood and tone of our

use the output of the laddered structure to inform

campaigns. The emotions are key to our headlines

a variety of initiatives, including our positioning

and photography as they are what we want our

statements, value propositions, advertising

customers to feel—these are our visual leverage

communications, and even product development.

points. Our main communications points will come

In the pages that follow, you will see examples of

from the benefits section, and the information in

how to take the information from the emotional

the attributes section can be used to supplement

map and apply it in many different ways.

and build on those messages.

To effectively use this information, we must

Research is to see what everybody else has seen, and to think what nobody else has thought. ALBERT SZENT-GYÖRGYI | Nobel Prize Winner

Consumer Group Emotional Map Pillar 1: Accomplishment

Our patent-pending kinesiology tape is infused with microencapsulated essential oils for an all-in-one, fast, effective, and efficient pain relief solution. It’s easy to use and can easily be reactivated by simply rubbing the tape, allowing you to play and work through the pain and improving your mobility so you can achieve your goals and feel better, stronger, and more confident. Let nfuz help you live life without pain and accomplish your most challenging goals.

Pillar 2: Live Life to the Fullest

Nfuz is supportive and infused with beneficial essential oils without being oily. Engineered to include exactly the right amount of essential oil, the tape even allows you to reactivate the oil delivery by rubbing it anytime after application. When wearing nfuz, you can be confident you’ll have the refreshing, soothing relief you need to keep you motivated as you push on to conquer your challenge. nfuz helps you live life to the fullest.

Pillar 3: Social Recognition

Nfuz is a two-in-one pain relief solution invented by a doctor and a physical therapist to combine the benefits of kinesiology tape and therapeutic essential oils. With step-by-step educational instructions, nfuz is easy to apply and remove so you can conveniently carry it wherever adventure takes you. It also includes reactivation technology that makes sure you can experience the benefits all throughout your adventure.

Pillar 4: Recovery

Activated by activity, water-resistant, and colorful, nfuz sends the message that you’re a serious competitor. With nfuz, you will be fearless; you’ll have the courage to push on when faced with adversity knowing you have the support you need. You will be proud to wear the brand that shouts to the competition that you’re bringing your best and competing at your highest.

Recover quickly with nfuz. Infused with all-natural essential oils, it’s

Face Life’s

intentionally designed to reduce pain, is safe to use, and can easily be

Challenges

reactivated by simply rubbing the tape whenever you need a boost. nfuz offers smart pain management you can trust and can also enhance your natural abilities—making it a fantastic cost-effective alternative medicine.

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Pillar 5:

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BENEFITS

PILLAR 1

PILLAR 2

ACCOMPLISHMENT

LIVE LIFE TO THE FULLEST MAKING PROGRESS

ACHIEVE MY GOALS

I CAN CONQUER

FEEL BETTER & STRONGER

MOTIVATED TO DO MORE

LIVE WITHOUT PAIN

GREATER CAPABILITY

GRATEFUL

SELF IMPROVEMENT

FAST, EFFECTIVE & EFFICIENT PAIN REDUCTION

OILS ARE REFRESHING & SOOTHING

EASY TO USE

CONFIDENT IN SELF APPLICATION

ABILITY TO PLAY & WORK THROUGH PAIN

FEARLESS IN TRYING ESSENTIAL OILS

UNIMPAIRED MOBILITY

ON THE GO PACKAGING READY TO USE

AT T R I B U T E S

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EMOTIONS

VA L U E S

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Emotional Map

TAPE INFUSED ESSENTIAL OILS WITH MICRO ENCAPSULATION PATENT PENDING ALL IN ONE SOLUTION

ESSENTIAL OILS STIMULATES SENSES

ESSENTIAL OIL DELIVERY MECHANISM

STEP-BY-STEPS INSTRUCTIONS

MULTIFUNCTIONAL

OILS SMELLS GOOD

OILS EASY ON & OFF

REACTIVATED OILS UPON TOUCH

NOT OILY

EDUCATIONAL PACKAGING PROVIDES SUPPORT

RECOVERY

FACE LIFE’S CHALLENGES

PROUD WEARING THE BRAND

SMART SELF PAIN MANAGEMENT

SATISFACTION

VALIDATED (BAND-AID EFFECT)

SECURITY

COMPETITIVE EDGE

SAFE TO USE

UNIQUE OPTION

SAYS I AM A COMPETITOR

ENHANCES ABILITIES

LONG-LASTING

COURAGE TO CONTINUE

COST-EFFECTIVE ALTERNATIVE

QUICK RECOVERY

SAYS I AM A PRO

BELIEVE IT HELPS

GREATER ENDURANCE

FEARLESS PERFORMANCE

MINIMAL NEGATIVE SIDE EFFECTS

LIFTS SKIN & HELPS WITH BRUISES

WATER-RESISTANT

ALL-NATURAL ESSENTIAL OILS

MIMICS SKIN

COLORFUL

ALTERNATIVE MEDICINE

VISIBLE TREATMENT ACTIVITY ACTIVATED

NON-ADDICTIVE

MOOD & TONE

SOCIAL RECOGNITION

LEVERAGE POINTS

PILLAR 4

COMMUNICATION POINTS (MAIN)

PILLAR 4

COMMUNICATION POINTS (SECOND)

PILLAR 3

INS ID E R S T IP The emotional map tells us what makes our audience tick. We want to make sure we hit on the different pillars often and consistently. The benefits and emotions sections should be your go-to source if you’re pillars are in order of priority from left to right.

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creating marketing and sales materials. It’s also important to note that these

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Brand Key Words By asking our audience open-ended questions, we

our communications, social media, brochures,

identified the words, messages, and concepts that

postings, billboards, email campaigns, and much

come up over and over again. By combining these

more. Whenever you wonder “Where do we

with the insights gained from internal stakeholders,

start?” turn to these words.

we’ve ranked these ideas, creating a word map. Each word can be used in dozens of different Our communications and content are centered

ways, and they will always bring our customers

around 9 key power words that define what our

back to those things that are most important to

customers are looking for. The most critical word

them. Understanding and using these words will

is in the center, with the next 4 ideas radiating

bring consistency to our brand, customer service,

out from there, and the next 4 in the corners. On

and communications, evoking the right emotions

the following pages, you will see these words

to our customers.

combined with definitions, recommendations, and actual quotes from our audience. These concepts

These words are the foundation of our

should be used over and over again in our

communication strategy. Don’t get tired of using

marketing and communications.

them. These words define what our brand stands

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for and the values it represents for our customers. Words are critical to our brand and its messaging.

These are the words our customers are looking to

By identifying these words we can use them in

hear from nfuz.

Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability. JASON HARTMAN | Author of Become the Brand of Choice

High Quality

Healthy

Refreshed

Confident

RELIEVED

Supported

Competitive

Empowered

Durable

INS ID E R S T IP Use these words and concepts throughout our marketing materials (particularly in headlines!) to help prospective customers more quickly understand who we are and what communications. These are the points we want to create our stories around.

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we stand for. These words are the key themes you should use to approach customers in our

M E S S A G I N G S T R AT E G Y

Contents Stories & Key Messages < Narrative < Writing Style <

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Brand Voice <

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Customer Stories & Key Messages Pulled directly from the emotional map, these

Customers place a higher value on what they hear

stories and key messages build on the key

from other customers like themselves. According

words we identified through research. These are

to UK marketing agency Earnest, only 9% of

consistent pillars we build our marketing around

B2B buyers actually consider vendor content

because they’re straight from our audience. When

trustworthy. This makes it critical that we center

we stick to these messages, our audience will

our content around our customers’ voices.

recognize their own words, emotions, and values— whether it’s in a single social media post or across an entire campaign.

Consider these 3 reasons why customer stories are so important for our key messages: 1. When our customers hear an authentic story or

3. A story is easier to remember, and it gets

quote from a real customer it shortens the time

handed down. If you tell someone a story they

they have to spend legitimizing their purchase

are much more likely to remember it and then

and increases the possibilities of winning that

share that story, that idea, those emotions as

customer for life.

they relate to themselves and others, becoming our brand advocates.

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2. Our customers want to know what others feel about our product so they can more easily

Our customer stories and key messages help us

picture what it would do in their own lives. When

capture our customers’ voices so we can build

customers can say, “That’s how I feel too!” it’s

effective sales and marketing messages.

easy to make the purchase decision.

If people believe they share values with a company, they will stay loyal to the brand. HOWARD SHULTZ | CEO of Starbucks

Relieved

Our audience often turns to kinesiology tape or essential oils for pain relief as they’re pursuing the activities they love. nfuz combines the benefits of both those approaches for the best outcome, empowering users to push further, longer, and harder. Call out how we’re a two-in-one solution with reactivation technology that makes it easier to keep playing or working with confidence to establish our competitive advantage in the marketplace. • “I want a therapeutic tape that’s applied strategically to the body to less pain, provide support, reduce swelling, and improve performance.” • “I would like my tape to make me feel invigorated and offer some relief from pain.” • “Kinesiology tape should help with alleviating pain from wherever it is placed.”

Confident

The nfuz target audience wants to feel confident that they’ll be able to perform at their highest. They want to feel better and feel stronger, and nfuz offers the confidence of knowing they’re supported with not just a quality tape but also therapeutic essential oils that they can reactivate at any time. This offering of confidence is a key tenant of our brand that needs to flow through our materials. • “I use tape because it gives me confidence in achieving my goals.” • “I already use kinesiology tape, but I would like to use it with essential oils. Essential oils are good for healing and smell really good, helping with relaxation, including in the muscles.” • “I expect to feel calm and relaxed after my workout.” Our audience loves to be active. Their favorite activities require them to push themselves and perform at their best, and they rely on our nfuz tape when they’re caring for an existing injury, looking for pain relief, or taking precautions against future injury. A core part of our message must be how we’re helping them achieve their health goals with examples of what we’re empowering them to overcome with nfuz as a healthy living and fitness accessory. • “Kinesiology tape with oils is highly beneficial because it improves human health.” • “I am looking for physical relief and health benefits that make my body, muscles, and joints feel better.” • “I want something that gives me an opportunity to enjoy my workout pain-free and with freedom to achieve my health goals.”

INS ID ER S TIP Marketing is an exercise in memorization—so even though it may seem to you like we’re repeating ourselves over and over, come back to these themes time and again. By being consistent with these key messages, we will be top of mind when our customers go looking for these things.

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Healthy

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Customer Stories & Key Messages Supported

Our customers turn to nfuz for both physical support as they engage in their favorite activities as well as the mental boost of knowing they’ve made a choice that supports their goals. They choose nfuz for the support of both the tape and the essential oils so they can confidently push themselves further than they thought possible. They can also get a momentary boost in confidence whenever needed with nfuz’s reactivation technology. Use examples of how the correct application of nfuz can provide the level of support they need. • “It gave me support for muscle and joint aches.” • “I like the support it provides along with its comfort.” • “Provides support, is easy to tear, and easy to use.”

Empowered

Playing or working at their best is important to our audience, and they’re looking for products that support them in that goal. nfuz empowers them by delivering essential oils when they need them the most (both at application and on reactivation) along with the support of a high-quality kinesiology tape. This is an excellent place to let our customers do the talking for us by using testimonials to demonstrate how our tape works in real life. • “I want to feel stronger and healed of my injuries.” • “I would expect to feel like I have accomplished a goal I strived for.”

SECTION 2 M E S S A G I N G S TAT E G Y

• “I want something that would make me feel so good I would continue to exercise even with the pain.”

Competitive

Whether they’re a training newbie, a weekend warrior, or a competitive athlete, our customers want to know that they’re pushing further and performing at their highest. nfuz offers the confidence of knowing you’ve got the empowering support you need to be competitive, both on initial application and as you reactivate the essential oils by rubbing the tape. We want to showcase that the soothing relief and confidence offered by nfuz

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U FIRST BRAND & M E S S A G I N G P L AY B O O K

gives you a competitive edge—no matter if you’re competing with yourself or others. • “Makes me better than the rest out there.” • “I would be able to go farther than I would without tape without essential oil.” • “This should be worth its weight in gold. It should be better than the rest.”

High Quality

Quality is important to our audience, who say that lesser tapes fall off, chaff their skin, and leave residue—all without providing effective support. Before trying nfuz, customers may worry that the addition of essential oils will cause the tape to lose adhesion and fall off or be too oily. Highlight how we start with the highest quality kinesiology tape and then use a unique method to add the essential oil infusion without negatively impacting function or quality and allowing them to reactive the oil simply by rubbing the tape. • “I feel that good kinesiology tape that is infused with essential oil should have a great quality.” • “I think that high quality starts with the tape. I believe that essential oils shouldn’t change how the tape feels or the original purpose of the tape.” • “I’m looking for durable, effective, and high-quality kinesiology tape.”

Refreshed

When you’re pushing in your favorite activity, we all have dips in performance. We need a pick-me-up to keep us motivated to keep going—and nfuz can be that little extra to get our customers over the hill. The smell of the essential oils, whether on initial application or when reactivated by rubbing, provides a quick refresh whenever our users need it. Highlight how nfuz is the best choice to help them feel fresh and energized. • “It makes me feel eased, refreshed, and delighted.” • “Relaxed, rejuvenated, and less tense.” • “Feel invigorated by absorbing oils that are good for your muscles and joints.” Our customers are frustrated with lower quality kinesiology tape brands they’ve tried and are cautious that the oil infusion will limit the tape’s functionality. They want to know the tape will be up to the quality and durability they need. Focus on the quality of the tape first, with the essential oils being an added benefit. Ease their concerns by providing examples of how durable the tape itself is and how it can withstand strenuous activity, positioning the oils as an added benefit that enhances the tape. • “Great smell, long lasting, and not so oily that it won’t stick.” • “It provides fast relief and pain reduction. It’s easy to use and I like its ability to last throughout my exercise routine.” • “If it works better and lasts longer than my current one then I am up for finding out about it. Only recently started using kinesiology tape for my shoulder in the last year and it has worked well but I’m always up for new options.”

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Durable

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Brand Narrative What is a brand narrative? It is a central building

to have an emotional impact on our customers,

block of our brand strategy. It’s built off the

positioning our brand and offerings in a way they

research, key words, customer messages, and

can quickly and easily understand and relate to.

stories from our customers. It pulls it all together

The brand narrative is the starting point that helps

into the key elements of a one-page story (a

to differentiate us, makes us relatable, and speaks

character who has a problem meets a guide with

back to the customer those things they have said

a plan who calls them to action to help them

are important to them.

avoid failure and find success). This is just one example of how we might pull The brand narrative contains several key elements.

our narrative together. Showing how everything

It’s focused on the customers’ perspective, and it

works together as a whole is helpful for anyone

speaks to the promises and emotions our brand

creating content around our brand.

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delivers. Sharing our message in this way is meant

The greatest story commandment: Make me care. Please, emotionally, intellectually, aesthetically, just make me care. ANDREW STANTON | Filmmaker

INS ID E R S T IP The call to action at the end of this narrative can be adjusted depending on where it’s being used. Bits and pieces of this copy can be leveraged throughout our marketing materials. For example, it could be used in its entirety as

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an introductory video script, you could use just one of the value statements as the introduction on a flier, or you could pull just a sentence or two to add to a social media post.

We all want to be able to live our best life and keep doing the activities we enjoy the most. But when aches and pains are the consequences of leading a healthy and active lifestyle, it’s hard to feel motivated to keep going. But it doesn’t have to be this way. While high-quality kinesiology tape alone can provide effective support and prevent injury, nfuz makes it even better by adding the therapeutic benefits of essential oils for a complete wellness solution for mind and body.

Here’s how we make that easy: It Starts with

What if we told you that you can have your cake and eat

a High-Quality

it too? We firmly believe that adding a benefit shouldn’t

Tape

require removing another, which is why we aim to provide the best quality kinesiology tape as the foundation for a therapeutic essential oil delivery system you can enjoy both during and after your activity.

Two-in-one

Infused with exactly the right amount of essential oil, nfuz

Confidence

offers the refreshing, soothing relief you need to stay

& Support

motivated as you push on to conquer your challenge. You can feel better, stronger, and more confident with the combined benefits of kinesiology tape and essential oils that you can reactivate whenever you need a boost.

Work Hard,

We know that the worry of pain can prevent you from

Train Hard,

aiming your highest, which is why we’re dedicated to

Play Hard

giving you the support you need to achieve your goals. Whether you’re seeking rejuvenation in your regular training or a durable, comfortable solution suitable for extreme sports or an important competition, we are with you every step of the way.

So TRY NFUZ TODAY. Stop limiting yourself to what you think you can achieve and

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start performing at the level you want!

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Writing Style & Brand Voice Whether our customers are using our product,

are and what we stand for. Having a consistent,

talking to one of our representatives, reading a

coherent voice builds trust, develops loyalty,

post, watching a video, or scanning a brochure,

and positions us as an advocate and friend.

our voice must be the same. The voice and tone here are based on research Think how often you can hear emotions when

that looks at both what we’re doing and at

a friend is talking to you. Right away you know

what our audience is looking for. It’s important

if something is wrong, if they’re happy, or if they

that anyone creating content for our brand

just need to talk. Our brand voice also needs to

understands this information.

elevate our customers’ understanding of who we

The most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else. WALLY OLINS | Noted Brand Strategist

Taglines & Headline Ideas • Work hard. Play hard. Get the support you need to keep going. • Relief that keeps you out there. SECTION 2 M E S S A G I N G S TAT E G Y

• Two-in-one support to get you across your finish line • Feel better. Feel stronger. Feel confident. • Essential Oils + Kinesiology Tape: A duo engineered to get you feeling better • Multi-layer support that helps you face any challenge • An alternative solution for modern health. • The best kinesiology tape just got better. • Promoting wellness in both body and mind. • Kinesiology tape for overall wellness.

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• High-quality function with delightful wellness benefits. • Promotes relaxation and health both during and after your workout. • The thrill of an active lifestyle with the promise of relief. • Combining durability and comfort with soothing relief. • The best kinesiology tape for maintaining a healthy lifestyle. • The support you need for the healthy life you want. • High-quality support that will leave you feeling refreshed.

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INSIDERS TIP These are just a few ideas to get you started. All of them are good options for headlines throughout a variety of materials. Notice how they repeat the themes from our emotional map, key words, and messages and stories.

•

OUR VOICE Nfuz should sound compassionate, empathetic, friendly, caring, helpful, vibrant, passionate, like the knowing insider expert. We are the approachable, caring wellness solution brand that is here to help you every step of the way on your journey to living the active life you want and deserve. We are for people of all activity levels, from people looking for support and pain management in their day-to-day lives as well as those with regularly active lifestyles, from novices to pros. Always avoid a lecturing tone, and be cautious not to dive too deep into scientific technicalities too quickly. Communication should focus on being clear and easy to understand without ever being condescending or losing focus on helping each individual.

B R A N D S T Y L E G U I D E

Contents Logos < Logo Improper Use < Colors < Typography <

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Photography <

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Brand Logo For many a logo is just a cute or fun mark that

just a logo; it will be a symbol of personal loyalty,

looks good. Nothing could be further from the truth

almost a member of their family, someone they

when it comes to the importance of our logo.

can lean on, believe in, and have a relationship with for a lifetime.

Our logo helps us tell the story of our brand. It is the introductory statement that kicks off what

A decorative graphic element is not what a

we say about our company. It’s shape, colors, and

logo is about. Our logo is the fastest way to

message must come from what we’ve learned

communicate with our customers. It is something

about our customer and what they want from us.

they will remember because it will imprint on their minds. We want our brand to trigger

It is designed to be discoverable and make an

the right perceptions, so we need to always

impression on the grey matter of our customers’

consistently use our logo correctly. As branding

minds. When our customers see our logo over and

expert Alina Wheeler writes, “Sight, more than

over again, always represented in the same exact

any other sense, provides information about the

way, it will become their trusted friend. It won’t be

world of our brand.”

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SECTION 3 BRAND STYLE GUIDE

A logo is not a brand—it’s only a symbol for a brand. A brand is much more than a logo. MARTY NEUMEIER | Author, Speaker & Director Of CEO Branding at Liquid Agency

Please keep the distance of white or quiet space around the logo. No other typographic or graphic elements should be allowed to penetrate the white space. This space begins at the top and bottom of the logomark. The width of the “N” in the logo should be the smallest distance of buffer around the logos. When using the logo with the “Kinesiology Tape” lockup, please be sure the pace between the logo mark and the lockup have the distance of the width of the water droplet in the logo.

N F U Z LO G O

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N F U Z LO G O W I T H LO C K U P

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Logo Color Guide Using the 2 color version of the logo is preferred,

In most cases the primary blue should be used, but

but a 1-color version is available. Use the color

the secondary colors can be used in the logo mark.

guidelines as shown on this page. The droplet

An example is when a product package indicates

inside of the “u” in the logo can be used as a

an essential oil, allowing the entire package to

separate design element if needed, but use it

match that color scheme. See packaging page.

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sparingly.

1 - C O LO R LO G O

2 - C O LO R LO G O O N C O LO R

1 - C O LO R LO G O O N C O LO R

2 - C O LO R LO G O O N DA R K

1 - C O LO R LO G O O N DA R K

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2 - C O LO R LO G O

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Improper Logo Use Stay as close to this brand & marketing playbook as possible when using the logo. These are some examples of what NOT to do with the logo and branding.

DO NOT add a drop shadow.

DO NOTstretch horizontally or vertically to distort the logo.

DO NOT rotate in any way.

DO NOT change the color of the logo. Only use the approved PMS, CMYK, and RGB colors in the brand.

DO NOT attempt to recreate the logo, only use approved logo files

DO NOTuse a transparency percentageon any part of the logo

DO NOTadd any effects to the logo.

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DO NOTalter or remove portions of the logo in any way.

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Brand Colors Our brand colors are critically important. Colors

Our goal is to have a color palette we can own that

raise emotions and express our unique personality.

helps distinguish our brand from the competition.

In the succession of visual perception, our brain

This color palette will become an easily

reads color after it recognizes a shape and before

recognizable element, building our brand equity.

it reads content. In fact, 60% of the decision to

Being consistent in our colors ensures our brand

buy a product is based on color.

is recognizable no matter the media or situation. Vendors need to be held to a high standard when

Colors influence how our consumers view the

they duplicate our colors in any medium. That

personality of our brand. The specific colors

consistency builds brand equity, and a consistent

we’ve chosen for our brand build trust and

brand communicates value and trust.

balance, helping to make our audience feel more energetic as they contemplate purchasing

The nfuz colors are colors are simple, clean and

our products.

clear. The goal is to help consumers think of bright, effective, enhanced, and energetic minds.

Color, rather than shape, is more closely related to emotion.

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DAVID KATZ | Physician and Author

Nfuz brand identity colors consist of red and gray as primary color options. Our secondary colors help expand the brand into sub-categories and these colors should be bright and inviting. Using PMS colors is the best way to ensure consistency in printing. When PMS colors are unavailable, four-color process (CMYK) may be used. For web or mobile

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based applications, RGB colors should be used.

P R I M A RY C O LO R S

PMS 306

PRINT C 81 M 4 Y 5 K 0 DIGITAL R 0 G 178 B 277 HEX# 00B2E3

PMS CG11

PRINT C 66 M 57 Y 51 K 29 DIGITAL R 84 G 86 B 90 HEX# 54565a

S E C O N DA R Y C O LO R S

PMS 130

PMS 360

PMS 806

PRINT C 2 M 38 Y 100 K 0

PRINT C 61 M 0 Y 96 K 0

PRINT C 0 M 85 Y 0 K 0

DIGITAL R 245 G 168 B 0 HEX # F5A800

DIGITAL R 106 G 191 B 75 HEX # 6ABF4B

DIGITAL R 255 G 64 B 180 HEX # FF8300

PMS 151

PMS 192

BLACK

PRINT C 0 M 60 Y 100 K 0

PRINT C 1 M 100 Y 70 K 0

PRINT C 0 M 0 Y 0 K 100

DIGITAL R 255 G 131 B 0 HEX # FF8300

DIGITAL R 235 G 0 B 69 HEX # EB0045

DIGITAL R0G0B0 HEX # 000000

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Typography

Typography is a core building block of an effective

have a family of fonts that allows us to use different

brand program. Organizations can be immediately

weights for specific applications so users have

recognizable in a great part due to the distinctive

flexibility to choose the appropriate font, weight,

and consistent typographic style that is used.

and size for the message we are trying to convey.

A unified brand image is not possible without typography that has a unique personality to it.

We do allow special display faces for unique situations and promotions, but try to keep to our

Our specified type should be used across all

standard fonts.

applications: letters, brochures, web, banners, ads, billboards, packages, forms, social media, etc. We

The beauty of type lies in its utility; prettiness without readability serves neither author nor reader.

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JAMES FELICITYS | Caslon 540 - Kinsley/ATF

Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization. A typeface family was chosen for consistency and ease of use for all company communications and marketing programs. The Open Sans typography family is an excellent choice for the many applications within the company. A secondary font is also use for

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emphasis and personality.

Montserrat P R I M A RY F O N T

Font Family Approved Weights

Extra Light + Extra Light Italic

Monserrat should be used for

Light + Light Italic

headlines and main callouts to

Regular + Italic Medium + Medium Italic Bold + Bold Italic Extra Bold + Extra Bold Italic

bring a modern, clean feel to any piece of collateral. Please see the application section for specific examples.

Black + Black Italic

S E C O N DA R Y F O N T PA I R I N G

Open Sans Font Family Approved Weights

Regular + Italic Medium + Medium Italic Bold + Bold Italic

Open Sans primary purpose is to be used as main body copy type for readability. Lora can be used as a sub-title when needed. Please see the application section for specific examples.

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Photo Styling One of the most important ways we communicate

Our consistent photo style shares our brand through

the emotions of our brand is through the visuals

colors, style, overall tone, props, and elements. When

and photography we use. When our adience see

choosing visuals or photographs be sure to consider

other people achieving what they see as success,

brand colors, style, and message. It’s important that

it’s easier to picture that happening in their own

we’re just as consistent with our photography as we

lives as well. The images we choose allow us to

are with our colors, fonts, messages, and strategy.

create a visual of the emotions and benefits we’re focusing on. Our visual style is one of our greatest first impressions because it communicates the nfuz emotions.

When someone suggests that we do something different, ask yourself if it will build brand identity or confuse it.

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I think that emotional content is an image’s most important element, regardless of the photographic technique. ANNE GEDDES | Photography

When choosing photography for nfuz packaging, photos should either be photographed or use stock images that represent healthy people that would benefit from nfuz’s product. The product should be placed property on the subject, making sure the logo is visable. The subjust should be on a white or light background with natural lighting. These same guidelines should apply to products as well, as seen in the leaf image. Lifestyle photography should have subjects that are active, happy and healthy using the nfuz product. The subject so not be looking at the camera and be actively engaged in an activity. The photography

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style should be well lit, with naturally lighting, preferribly in the outdoors.

B R A N D V I S U A L I Z AT I O N

Contents Stationery < Social Media < Flyers < Email Campaign <

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Other Applications <

4

Brand Visualization The goal of this section is to help you visualize

these communications can be put together

what the nfuz brand will look and sound like

from the information included in this playbook.

across a variety of mediums. By visualizing the brand in use, you can Though each of these samples can be used directly

consciously and deliberately begin to create

from this section, our goal is to show how easily

any elements you need.

Visualization is the human beings’ vehicle to the future— good, bad, or indifferent. It’s strictly in our control.”

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EARL NIGHTINGALE

| Author & Speaker

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4

Stationery System A stationery system is a great way to solidify the brand. The letterhead, envelope and business card should look good together and seperate.

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4

Social Media 1. You know that moment when you’ve gotta get past that final challenge but you’re just not sure you’ve got anything else in the tank? Us too. That’s why nfuz includes reactivation technology—just rub the tape to re-release t he infused essential oils whenever you need a boost. nfuz gives you the confidence and power to push further. INSIDERS TIP In this post, we’re establishing authority by calling out that we can deliver on exactly what the audience is looking for.

2. Pain can keep us from performing at your best—whether you’re running, riding, rowing, throwing... whatever! But nfuz has your back (or leg, or arm, or wherever you need support!). With our essential oil-infused kinesiology tape, you get: 1. Effective, soothing relief that only essential oils can provide 2. A high-quality kinesiology tape that is both durable and comfortable 3. The power and confidence to play and work through the pain INS ID E R S T IP Highlight that we have a plan to get them to the success that they’re looking for.

3. “I want something that gives me an opportunity to enjoy my workout pain-free and with freedom to achieve my health goals.”

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We hear you! You deserve the support needed to enjoy your favorite activities pain-free, which is why nfuz is the only choice. No other tape offers the therapeutic benefits of essential oils without sacrificing durability or comfort. Let nfuz give you the support you need to live life to the fullest. INSIDERS TIP This post uses a quote from our audience to show a realworld concern. Let them do the talking for us—especially when we can highlight that we have answers to their challenges or testimonials that showcase success.

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