FORGED Tier
Full Brand Identity System
[YOUR BUSINESS NAME]
Brand Identity Document — Strategy, Visual System, Voice & Social
Navigation
Table of Contents
Your complete brand identity system — strategy, visual identity, voice, and social templates. Everything a brand needs to show up consistently everywhere.
Part I — Strategy
02
Positioning & Audience
4
Part II — Visual Identity
07
Usage Rules — Do's & Don'ts
9
Part IV — Social & Digital
10
Social Media Kit — Profile Templates
12
11
Social Media Kit — Post Templates
13
12
Google Business Profile Checklist
14
Part V — Files & Reference
14
Quick Reference + Next Steps
16
01
Brand Story & Mission
Why you exist, who you serve, and what makes you different — in language that converts.
"We exist to [mission]. We serve [audience] who [problem]. We're different because [differentiator]. Every day, we [promise]."
Brand story — the foundation everything else builds on
Mission Statement
[To be completed with your intake data — the core purpose your business exists to fulfill, in one sentence.]
Vision Statement
[Where you're headed — the future state your work creates for customers and community.]
Core Values
Quality
Community
Transparency
Craft
The elevator pitch
[Your 30-second pitch — built from your intake form data. Completed when we receive your onboarding form.]
02
Positioning & Audience
Who buys from you, why they choose you over everyone else, and what market position you own.
Primary Audience
Who they are
[Demographic + psychographic profile built from your intake form.]
What they want
[Core desires and outcomes your customer is buying.]
What they fear
[The objections and anxieties that block the sale.]
Market Position
Positioning statement
For [audience], [brand name] is the [category] that [key benefit] because [reason to believe].
Key differentiator
[What makes you impossible to replace — not better, but different in a way that matters.]
Competitive landscape
[Who you compete with and why customers choose you instead.]
03
Messaging Pillars
Three ideas your brand returns to again and again — across every post, ad, email, and conversation. These are not slogans. They are the themes you own.
01
Quality You Can See
Every touchpoint signals craft — from the way the logo is placed to how the packaging feels. Quality is never mentioned; it's always visible.
02
Local, Not Generic
We know Fresno. We know Clovis. We build for this market, not the national playbook. Every message should feel like it comes from someone who actually lives here.
03
Straight Talk
No jargon, no promises we can't back up. Our customers are busy people who need to trust us quickly. Clear > clever, every time.
Taglines
[Primary tagline — 3-6 words that capture your brand promise]
Primary — website headline, signage, bio
[Secondary tagline — variation for social / ad contexts]
Social, ads, shorter contexts
[Localized tagline — geography-specific variation]
Local SEO, Fresno/Clovis-specific materials
05
Color Palette
Your complete color system with full print and digital values.
Primary
HEX: #ff4d00
RGB: 255, 77, 0
CMYK: 0, 70, 100, 0
Headlines, CTAs, key brand moments
Dark
HEX: #0f0e0d
RGB: 15, 14, 13
CMYK: 0, 7, 13, 94
Backgrounds, dominant text
Mid
HEX: #524e4a
RGB: 82, 78, 74
CMYK: 0, 5, 10, 68
Secondary text, icons, borders
Light
HEX: #f5f2ee
RGB: 245, 242, 238
CMYK: 0, 1, 3, 4
Backgrounds, large text on dark
Accessibility note
Primary on dark background passes WCAG AA for large text. Never use primary color as a background for small body text — contrast is insufficient. Always pair with dark or white.
08
Voice & Tone
Voice is who you are. Tone is how you adjust based on context. Together, they make your brand sound like one person — no matter who's writing.
Brand voice attributes
Attribute
Direct
We say what we mean. No corporate jargon, no filler words.
Attribute
Confident
We know our work. We don't hedge.
Attribute
Local
We're from here. The writing should feel like that.
Attribute
Warm
Approachable, never cold. Human, never robotic.
Tone by context
Social media
Casual, direct, slightly irreverent. Contractions are fine. Humor when it fits.
Email / proposals
Professional but warm. First name only. Clear, no fluff.
Website / signage
Confident, punchy. Active voice. Short sentences.
Reviews / replies
Genuine, appreciative. Never defensive, never corporate.
10
Social Media Kit
Platform-specific specs for profile photos, covers, and post templates. Every size you need, ready to apply.
Profile & Cover Specs
Post Template Specs (5 Templates Included)
01
Hero Announcement
1080 × 1080px
New product, promotion, event launch
02
Quote / Testimonial
1080 × 1080px
Customer wins, reviews, social proof
03
Before / After
1080 × 1080px
Results, transformations
04
Behind the Scenes
1080 × 1350px portrait
Process, team, authenticity
05
Promotional Offer
1080 × 1080px
Deals, specials, limited offers
12
Google Business Profile
The highest-ROI 90 minutes you'll spend on local marketing. Every item below directly impacts your local search ranking and click-through rate.
Business name (exact match)
Use your exact legal or operating name. No keywords stuffed in. Google flags this and it hurts ranking.
Primary category
Choose the most specific category that describes your core business. Secondary categories for additional services.
Description (750 characters)
Lead with what you do and who you serve. Include your city. Natural language — no keyword stuffing. Written per your voice guide.
Service area + address
If you serve customers at their location, add service areas AND remove the address, or list both if you have a physical location.
Hours (including holiday hours)
Inaccurate hours destroy trust and hurt ranking. Set holiday hours in advance. Confirm hours monthly.
Phone + website
Use your primary business number. Website URL should be your homepage, not a social profile.
Photos: profile + cover
Profile photo: your logo on white background (720×720px). Cover: your best product/location photo. Both from your brand kit.
10+ business photos
Interior, exterior, team, products/services. Photos with real customers outperform stock. Refresh quarterly.
Products / Services menu
List every service with a description. This creates additional indexed content and appears in knowledge panel.
Q&A: seed with 5 common questions
Pre-populate with your own questions and answers. They appear before customers ask — and you control the framing.
Request first 10 reviews
Email your last 10 customers with a direct review link. Recency and velocity both factor into ranking.
Done
You have your brand.
Now deploy it.
The work in this document took years of business to distill and weeks to build. Using it takes an afternoon.
Day 1
Upload new logo to Google Business, Instagram, Facebook, LinkedIn
Day 2
Update your website with new colors and fonts (share this doc with your web person)
Day 3
Upload your 5 Canva post templates and schedule the first week of content
Week 1
Work through the Google Business Profile checklist — every item
Week 2
Send the review request email to your last 10 customers
Month 1
Run your first Brand Score™ rescan to see what moved
Ready to go further?
TEMPERED is next.
Brand Strategy Document with competitor analysis and audience personas. 30-Day Launch Plan. 30-Day Content Calendar. Monthly Brand Health Report. Everything in FORGED, plus the strategy layer that scales it.