the balanced athlete BRAND BOOK

table of contents 3

Brand Mantra

15

Brand Journey

4

Mission

16

Brand Infrastructure

5

Brand Story & Narrative

17

Brand Assets

6

The Why

18

Logo

7

Brand Promise

19

Font

8

IT Factor

20

Color Palette

9

Solution

21

Sample Social Media Post

10

What's In It For Me?

22

Brand Personality

11

Brand Values

23

Lifestyle & Community

12

Brand Culture

24

Communication Channels

13

Fan Persona

25

Social Responsibility

14

Product & Distribution of

26

Commitment to Inclusivity

Presence

27

Tone & Language

brand mantra holistic athlete empowerment

3

our mission

To empower female athletes and help them find balance and confidence- on and off the field 4

As female athletes, we have a lot of different tasks to juggle. From practice and school to extracurriculars and jobs, our days are packed. With such busy and demanding lives, it can be hard to find balance.

brand story & narrative

It's even harder for us female athletes to be our best selves when we constantly face outside pressure from social media to appear and present our lives in ways that are not realistic. The Balanced Athlete targets these harmful tactics dispersed by influencers and "diet culture", and provides resources that actually help female athletes, rather than harm.

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the why

These days, female athletes are often set up to fail. From the unqualified resources promoted on social media to the lack of balance between school, sports, and all of the many other things they have to juggle, female athletes are not given the opportunities or resources to find balance and what works for them in their busy lives. That’s where we step in. In our tight-knit community of athletes, we will provide resources for mental health, physical health, and stress relief, amongst many other resources that help female athletes become their strongest and most confident selves. 6

our promise

We promise to bring high-quality, researched resources on holistic well-being to our community of female athletes, empowering individual choice for health and wellness 7

the IT factor

We care. As athletes, we know it's hard to sort through all of the information online. Especially when we're constantly fed videos on TikTok and Instagram on how to "fix" ourselves and change our bodies. We're approachable, a relatable voice for younger athletes. We aren't coaches driving orders, rather we're a trusted friend and resource. We make the often unapproachable facts and truth approachable for audiences that are often targets of fads and diet culture influences. 8

the solution

We believe knowledge is power. That's why we created The Balanced Athlete. It's easy to fall victim to the unsustainable norms and fads that are promoted by social media and uncredited influencers. Our resources on mental health, nutrition, meditation, and the lifestyle aspects of athletics help athletes feel empowered to make changes that actually benefit them. Our resources promote holistic growth out of a place of personal development, rather than out of competition and comparison.

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what's in it for me?

It's difficult to weed through all of the information about health and wellness online. It is particularly hard for athletes because most of the information online isn't tailored to their specific needs for performance. As young women, a lot of the information online targets our insecurities and try to sell us products to "fix" ourselves. We promise to make it easier for athletes to understand what parts of health and wellness can actually help them find confidence and balance in their lives. 10

quality

knowledge

Our information is always backed by research.

teamwork

Knowledge is power. Our high-quality resources empower female athletes to take control of their own personal well-being.

brand values

As athletes, we know growth doesn't happen in a vacuum. We need to collaborate with others to truly reach our full potential.

growth/personal development

Everyone's needs are different. We believe there is no one size fits all approach for wellness, therefore the growth in our programs is all focused on individual development.

genuinity

For athletes, by athletes. 11

brand culture

We are highly driven individuals, who are able to come together as members of teams and communities. As athletes, we understand the importance of community and relationships as a key aspect of holistic well-being.

12

-

fan persona

a day in their life:

worries & fears:

An average school day includes practice weight lifting, a few classes, homework, club meetings, as well as some social time with friends

Performing poorly in sports and school Not knowing what the future holds after college when it comes to sports and academics

college female athletes what she's looking for:

hopes & dreams:

Ways to improve upon their current performance in their sport Approachable high quality information

online behaviors:

Highly engaged with social media such as Instagram, Snapchat, TikTok, and YouTube.

Advancing their career, through their education Performing well in their sport (earning a starting position, playing well) All around stable sense of well-being when it comes to mental and physical health

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the product & distribution of presence

awareness

Social media Word of mouth Traditional advertising Partnerships with teams Partnerships with individual athletes

consideration

Social Media Promotions Partnerships

immersion

Paying users can get access to individual training/advice from an expert Incentive: Recommending to a friend gets access to a trial of our paid services Special events and exclusive offers for our followers on social media 14

Athletes will become aware of The Balanced Athlete primarily through social media. On social media, we will be able to convey information about our brand, our brand image, and prompt the consumer to further look into our brand. We also aim to create brand awareness through traditional advertising and word of mouth.

brand journey

We hope to make consumers consider our brand through our partnerships with teams and individual athletes. Partnering with these athletes will help consumers trust the product and help consumers visualize that they can be a top athlete if they use our product.

Finally, athletes will be further immersed into our brand with a paid option for our services. We will provide an incentive to try the paid service through free days/trials if recommended to a friend (trying to spread the brand further through word of mouth). 15

social media posts daily

The most important element for helping college athletes find our page. We will post and repost on our stories daily, and post original content about our blog and podcast in our feed at least once a day.

brand infrastructure

app & blog post one article daily

At a minimum, one piece of original content should be posted daily.

week;y podcast

Our podcast will host experts and college athletes to dive even deeper into topics we cover on our social media and app.

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While our information is researched and backed by facts, it is never unapproachable.

brand assets

As athletes, we understand the importance of presenting our information like a fellow teammate or friend, making us a relevant and relatable voice for other college-aged athletes. 17

our logo

18

font

the balanced athlete

our official logo and headline font

Mak

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

The font should appear in all lowercase when presented as a headline or in the logo

1 2 3 4 5 6 7 8 9 0

19

our color palette

WHOLE WHITE

GOAL GREEN

BALANCE BLUE

#e6e3de

#8a5435

#29261d

Our brand's primary color is a soft green, to elicit feelings of health, growth, and relaxation. Our accent color, blue, emphasizes the feelings of balance that our brand provides for our athletes. 20

sample social media post filter

All photos on our social media should appear with a black and white filter, to create a cohesive feed. Having a cohesive, clean feed is very important to our brand, as it exemplifies our primary focuses on balance and inner peace.

text

All text should appear in the lowercase, bolded font as our logo (Mak). Only utilize our secondary font, Luthier, on social media when absolutely necessary.

content

Posts about articles on our app and blog should prompt athletes where they can find the article. This sample post prompts athletes to check under the "training" section of our app to find the article.

21

brand personality

Our tone and voice are the most powerful ways athletes are able to connect and relate to our brand. Therefore, the key to communicating The Balanced Athlete's voice is understanding our brand personality and how it is expressed in every aspect of what we do. Our brand personality is directly rooted in our brand values. Using our values we ask how we can best communicate that our brand is by athletes for athletes. Focusing on these principles, the personality of The Balanced Athlete is best represented as genuine and trustworthy. 22

genuine

As athletes, we understand the struggles female athletes face. This should be communicated in our tone and language. It is of the most importance that we do not lose our teammate and friend approach to communication with our audiences. We will never tell

tone &

our audiences to do something or change themselves. Rather, we present information as part of greater collaboration and conversation.

language trustworthy

While we are genuine, we must also maintain our commitment to high-quality, research-backed information. We always cite where we have gotten our information, especially when posting about mental health and nutrition. 23

drive

Our balanced athletes are able to feel content where they are while understanding the need to continue growing for their own individual achievement. We are a community of highly driven athletes that are always looking for different ways to achieve balance in health and wellness.

lifestyle & community

team

Although we place an emphasis on personal development, we understand the importance of teamwork, especially as athletes.

community

As part of the greater Balanced Athlete team and community, our athletes can connect and communicate with one another. Athletes can learn from others and feel seen by others who have experienced the same pressures they have.

24

communication channels

INSTAGRAM, TIKTOK, FACEBOOK

BLOG, PODCAST

APP

25

giving back to our community: our social responsibility

We're only as good as what we give back. With our work empowering college female athletes, we have partnerships with programs that allow our members to mentor younger athletes. Additionally, with every membership purchased, we will give back 10% to funds for mental health and mindfulness education for youth athletes.

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life's better balanced The balanced athlete is committed to preserving a culture of inclusion and connectedness for all of our athletes. We believe growth and learning happen best when we come together and hear from a variety of sources and perspectives. Our different experiences in sport, and life, are part of what makes each and every member of our community and Balanced Athlete team unique.

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