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The 7 Minute Mentor podcast by Mark Asquith

494 – Creating Your Internal Personal Branding Kit for Scalability

The 7 Minute Mentor by Mark Asquith

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Hey, what's going on? Welcome to episode 494 of The 7 Minute Mentor with me, Mark Asquith. And today we're going to finish off on this visual identity, this visual branding theme for the week. And we're going to do that by talking about creating your internal personal brand kit for scalability, and we're going to talk about that in just one moment.

But, look. Just a quick reminder that I will be live, of course I will. 4 p.m. UK, 11 a.m. Eastern, 8 a.m. Pacific, today with my free coaching session. Which means that if you've got a problem in your business or in your life in business, I want to help. And that's why I give away 30 minutes of my time, completely for free, every single week. So come and join the session. Tell me what you're struggling with. There's a nice, quick submission form over on my website where you can tell me what you're dealing with, what you're struggling with, and I'll add it to the list of things to talk about. So, if you want to join the session, if you want to grab a hand from me on anything, all you need to do is head to Excellence-Expected.com/freecoaching.

Also, do not forget that the team at AWeber, my great friends, Eric, Tom, Jake, Brandon and the rest of the team, like Chris, over there at AWeber are giving you 90 days to build your email list for free. This is 90 days on them. Why? Because email marketing has to be at the centre of everything that you do. It's at the centre of everything that I do. It's at the centre of everything that your favourite online marketers do. Believe me, it is core to everything. So I want you to get involved and build revenue from your email list. And you can do that for free for 90 days, completely risk free at Excellence-Expected.com/AWeber.

Now that you know how to get your brand designed and delivered, it's time to discuss how to implement that for simple and powerful scalability, both for now and in the future. Now, the key to this is something called your brand guidelines document. Now your designer … This is why you need to spend some decent cash and invest some money in your brand from day one because rather than just getting a logo off Fiver, if you work with a designer that understands brand, you will be given some brand guidelines. Now, we've got some. You can go and check these out, PodcastSuccessAcademy.com. Go and check out the workshop with Ross Davies, which is about branding. Sorry, Kyle Wilkinson, my bad. Kyle Wilkinson. Ross Davies does have the same resource though, that's why I got confused. So go and check out the Kyle Wilkinson workshop and there's an example of our brand guidelines there.

Now what these guidelines do is they're essentially a do and don't system. You will not ever use the logo in a skewed or distorted format. You will not ever use any colors that aren't in the palette set out in your brand guidelines. You will not ever use a font or typeface that is not in those brand guidelines. Because what happens is that most people generate their logo and they don't have any guidance on how to use it. So they don't know what color scheme to use, they don't know what text and what typography and fonts to use. So when they go and create something like a flier or a leaflet or a promo online for something, what they do is simply nothing. They don't have any consistency, they'll just piecemeal something together and everything that they do looks different. And that is where your brand fails. There is no consistency. And a lot of people will say to us at Podcast Websites or via the Academy, “How does your stuff look so good? How can you create something that looks so good so quickly?” And it's because we have these brand guidelines. And it's all about creating a brand kit.

So what I mean by that is, you have to have from your designer your logo in black, in white, in full color if it's a color logo. You've got to have it inline where it's running in a landscape format. You've got to have it, if it's got an identity, like a little stamp, it's got to be, you've got to have a stacked version of it where it's above the text. You've got to have it in EPS format, in PNG format, in JPEG format. You've got to have your color palette set up. You've got to know what your hex colors are for your gray. Our gray is 333333. We've gone orange. Our orange, I'll actually bring this up for you if I can find it. Our orange is F0612F. We'll never use a different orange. The Academy red is EB212E. We will never use anything else. Our Academy green is 77C836. We'll never use a different green. And that is our brand kit. So it means that anyone in the organization, I can say to them, “Look guys. Go and design a Canva layout for Facebook and use all our elements.” Our font is Railway, and the body font is always Open Sans.

So everything will become consistent and then your brand guidelines, your internal brand kit, will then talk about spacing. Your logo can never be placed closer to the edge of a document than the width of the logo itself, or than a third of the logo. So if your logo is 300 pixels wide, you should never place your logo closer than 100 pixels to the left or to the bottom of an image. And it gives you that consistency right across the board. Brand guidelines and creating your personal brand kit. Honestly, it's vital. You might think, “Well, I don't need to do that 'cause it's only me using it. Or I'll just wing it.” It will look crap if you wing it. It will look terrible. It will … I know so many people and people that I work with even now who don't do this, they've got no brand kit, so everything looks bad. Or everything just doesn't look as good as it could.

And I don't want you to be one of those people. And working with the right designer and investing that 700 bucks upwards, is going to give you a brand identity that comes with some brand guidelines. So I want you to do that, I want you to start thinking about that. If you need some examples, go and check out PodcastSuccessAcademy.com. Scroll to the workshop with Kyle Wilkinson in the workshops section, and just go ahead and download our brand guidelines. Our brand guidelines.

So, listen. Come and join me on the free coaching. We can talk about this. If I don't see you on the free coaching, I hope this week's really, really helped you. Getting your visual side of your personal brand right is important. It's very important. You can't do it cheaply, you have to spend a little bit of money on it, you've got to spend a little bit of time on it. But if you do this, I promise you, all these lessons we've learned this week, they will serve you well. It means you will never need to change your personal brand. And if you do, it just means it's going to be an upgrade for the right reasons because you've developed, not because it's not serving you anymore. So please heed these lessons. Come and see me on the free coaching at 4 p.m. UK, 11 a.m. Eastern, 8 a.m. Pacific at Excellence-Expected.com/freecoaching.

I'll see you next week, and please, never ever forget the more you expect from yourself, the more you will excel.

About the author, Mark

Mark Asquith is a serial entrepreneur who has built globally successful design, marketing, software and digital businesses since he quit his real job in 2005.

A passionate podcaster, global keynote speaker and helpful bloke, Mark is the co-founder of Podcast Websites and the creator of Excellence Expected. He has a terribly embarrassing beard.

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