Brand Standards Guide

Transcription

1 Brand Standards Guide 1

2 Table of Contents Brand Platform Purpose Mission Brand Personality Logo Standards Our Brand Colors Typefaces Taglines Photography Print Copy Standards Message Points Approved Venders Advertising/Media Print Advertising Radio Advertising Online Advertising Street Advertising Web Franchise Website Corporate Website Social Media Assets

3 Brand Platform What is a brand? A brand is measured by what people know and feel about a company. Much more than a name, TITLE Boxing Club is a recognized brand in the franchise and fitness industries due to its prestige reputation, elite fitness experience and business ethics. A brand is the sum of all characteristics, tangible and intangible, that makes TITLE unique. The TITLE brand lives through the actions of each individual franchisee, employee, trainer, corporate team and the collective members of TITLE Boxing Club. What is the purpose of the brand standards guide? This guide outlines the appropriate usage of TITLE s brand, logo, taglines, fonts, colors and key messages. The purpose of the guide is to provide all franchisees with a useful tool for achieving a consistent look and message across all platforms. Consistency is key when it comes to brand standards as everything bearing the TITLE logo and/or likeness of it is a direct representation of the quality of the brand. Together, as we stand united and aligned within the parameters set in this brand standards guide, we will create the highest quality brand in the franchise industry. These parameters are not intended to limit your usage of the TITLE brand, yet it s meant to guide you as you develop your franchise and the nationwide image of TITLE Boxing Club. Should you have any questions about proper usage, please contact your Regional Director with any brand questions. 3

4 Brand Personality TITLE Boxing Club was born out of passion for entrepreneurship, fitness and fun. The company has cultivated relationships with franchisees by providing a community, an opportunity and a path for success. The TITLE Boxing Club logo is a direct representation of the prestigious equipment company TITLE Boxing, which holds a reputation of being an elite fitness merchandising giant in the boxing and mixed martial arts sports, along with a unique and financially rewarding opportunity to own and operate a fitness franchise. The T in TITLE Boxing Club represents the strength in the brand and should be used on all material, printed or digital in the three brand colors. Please use the following logos, colors, typefaces and taglines (which can be found on Divvy s website) in all cases except for building signage: 4

5 Our Brand COLORS The color palette below shows the approved colors for all TITLE Boxing Club collateral. This includes print, digital and merchandise. (For interior paint colors, refer to the TBC Design Manual.) Red PMS 1797 Black Grey 85% of black TYPEFACE You can purchase the typeface online through linotype.com for $29 that will license five computers. Headlines Trade Gothic Bold Condensed Twenty 5

6 Body Copy Trade Gothic Condensed Eighteen TAGLINES A tagline puts the TITLE brand into words and sets us apart from the multitude of competitors. The following are approved taglines for use: Power Hour First Shot Free A fitness club with a punch Hit It Hard PHOTOGRAPHY Rules For any photography that requires the use of models or any outside talent/vender please contact the Director of Marketing to initiate the creative process. Again, this is to ensure brand consistency and high- quality images are being displayed in all club designs and advertising efforts, along with liability release. Corporate Approved Images This is Plan B, our current advertising agency, provides all company- approved images that are inline with current advertising campaigns. These images should not be altered or adjusted in any way as they were shot with a specific direction and purpose. 6

7 Print COPY STANDARDS There is a very specific tone TITLE conveys in all messaging about the brand. The message is empowering, informative and a bit edgy after all, the copy needs to pack a punch! Apply the following brand standards to the copy of all print and digital collateral. Company- specific terms are always capitalized: TITLE POWER HOUR OUR MESSAGE POINTS The Product The POWER HOUR delivers results. These explosive total body boxing and kickboxing fitness workouts have proven results. The first 15 Your fifteen minute warm up will get your blood pumping with a complete range of exercises including stretching, jogging, calisthenics, jumping, lunging and squats. Then, you ll get ready to hit the bag. 30 minutes on the bag The bulk of your workout is set up in eight, three- minute rounds that include basic boxing combinations followed by a 1- minute active rest. This gives you a break, while keeping your heart rate up. The last 15 You ll use medicine balls and body resistance to strengthen your core and sculpt your body. Cool down with floor work and toning exercises. The Experience that defines the Brand The music is pumping, the people are energetic, the club is clean and the members are wrapping their hands, getting psyched for a knockout workout. Every time a member walks in the front door the vibe of the club should be alive, exciting and full of energy. This is the single most important brand impression you can make on a member to increase retention and referral rates. Experience matters make it count! The Business Be among the first to introduce the POWER HOUR to your city by owning a TITLE Boxing Club fitness franchise. TITLE membership fitness clubs offer women and 7

8 men the chance to burn up to 1,000 calories in explosive total body boxing and kickboxing POWER HOUR workouts led by professional trainers. When you choose a TITLE Boxing Club fitness franchise, you're opening a fitness business with the experience, and the brand, of TITLE Boxing, the nation's leading boxing, kickboxing and MMA gear provider. With a solid partnership, you could be well on your way to getting in the best financial shape of your life as a TITLE Boxing Club franchise owner. Each TITLE Boxing Club is independently owned and operated. APPROVED VENDERS The Corporate office has developed lasting relationships with venders that are as committed to quality, with very competitive prices. The following is a list of approved venders: DIGITAL PRINT Groupon Monika Piper (312) [email protected] Coordinates a split/tbc offer/recommended frequency Turn the Page Elisa Haake (816) elisa@turnthepage- onlinemarketing.com Social Media/Micro- site/ Marketing/SEO/PPC Divvy Charlie Alexnder (801) [email protected] Divvysystems.com/titleboxing Printer/marketing material/door hangers/flyers/direct mail/ Taylor Visual Group Chad Taylor (312) [email protected] Printer/store signage/window clings/club branding 8

9 PRINT CONT. Advertising Vehicles Michael Ries (513) Branded vehicle wraps MARKETING Impact Marketing Services (IMS) John Lee (800) Opening launch marketing plans/field marketing guidelines Media Buying Taylor Campbell (817) thesparkfarm.com Secures media placements RADIO/TV DG Angela Isadore (312)

10 Advertising Print Advertising Please use the provided print advertising materials available via Divvy s website at Divvysystems.com/titleboxing. If you choose to create your own marketing material, you must submit a marketing variance request form to your Regional Director. From there your Regional Director will work with the Director of Marketing to approve the material. Radio Advertising Please us the approved radio advertising clips produced by Plan B available via Titleboxingclubmedia.wordpress.com. If you choose to create your own radio ads, you must submit a marketing variance request form along with a sample of the radio spot to your Regional Director. From there your Regional Director will work with the Director of Marketing to approve the material. Online Advertising Digital advertising is managed by the vender Turn the Page. Should you choose to create your own online advertising, you must submit a marketing variance request form to your Regional Director. From there your Regional Director will work with the Director of Marketing to approve the material. Street Advertising Impact Marketing Services (IMS) will provide you with Field Marketing Guidelines, an Opening Launch Marketing Plan, best practices and tools and Marketing Coaching Calls to help you become a successful marketer of your club. 10

11 Web Corporate Website, Franchise Website and Social Media Assets All digital presence is handled by Turn the Page media. Please follow these simple do s and don ts for best practices in social media. Do s Share, Like, Retweet content from the corporate accounts/profiles (i.e. Twitter, Instagram, Facebook, Youtube, Google +) Use of approved hashtags across social media platforms (i.e. #titleboxingclub #fitness #boxing #kickboxing #title(location) #powerhour #health #weightloss #energy #getfit) Posting pictures/videos of your location and members Link posts, tweets, tabs back to your website location pages (i.e. schedule, workout info, trainer bios) Follow and interact with industry and area specific accounts per social media rules. (i.e. Twitter Rules, Facebook Rules, Instagram Rules, YouTube Rules) Reply to social media messages and inquiries within 24 hours Don ts Use any old promotional/branding material (i.e. old logo, splatter effects, distressed look, old font - 28 days later) Use any competitor branding on any posts (i.e. Everlast, Ringside, 9- rounds, LA boxing) Modify visual branding without corporate approval (i.e. changing color, modifying for location, changing text) Create your own images or promotional materials without corporate approval All posts must represent TITLE Boxing Club ethics All headers, profile pictures, backgrounds and tabs must be corporate approved images (These will be provided for you via Club Connect) Buy likes or followers Create usernames without the approval of the franchisor 11