Brand Identity Guidelines · 2025–2026

Rafael Saquido

Social Media Marketing & Management · Coaches & Consultants

"I help coaches and consultants build trust and attract clients through strategic social media content."

01 · Brand Foundation

The Story & Strategy

Who Rafael is, who he serves, and why this work matters.

"I'm Rafael — a Social Media Marketing specialist for coaches and consultants. I help growth-committed coaches stop posting blindly and start showing up with a system that earns trust, builds authority, and consistently brings the right clients to their door."
Brand Mission

Turn coaches from invisible to undeniable.

Coaches know their craft deeply — they just don't know how to translate that expertise into content that consistently attracts clients. Rafael bridges that gap with clear strategy, consistent execution, and content that speaks the exact language coaches' ideal clients want to hear.

Brand Vision

A coach's content should work harder than they do.

Rafael's vision is a world where every coach has a social media presence that runs like a system — attracting the right people, building trust before the first call, and converting followers into paying clients without chasing or convincing.

The Beginner Advantage

Fresh strategy. Zero bad habits.

Being new to freelancing is a strength: Rafael brings 2025-forward thinking, no outdated templates, and the hunger to over-deliver on every single client. He's been coached through every framework in this industry and applies it with the energy of someone with everything to prove.

Brand Promise

Strategy first. Results second. Always.

Rafael doesn't post random content — every piece is intentional, positioned, and designed to move a coach from unknown to trusted authority. When you work with Rafael, you don't just get posts. You get a strategic growth partner who shows up consistently.

Strategic Empathetic Trust-Driven Results-Oriented Coach-Focused Consistent

02 · Brand Values

What Rafael Stands For

Three non-negotiable principles that guide every decision.

01
Empathy Over Templates

Every coach has a unique voice and audience. Rafael never applies a generic formula — he listens first, understands the coach's world, then builds a strategy that sounds like them, not like every other account on the feed.

02
Strategy Over Activity

Posting daily without a plan is just noise. Rafael's work is anchored in the belief that intentional, structured content — built on real audience insights — will always outperform high-volume random posting.

03
Trust Before the Sale

The coaches Rafael works for should never have to hard-sell. The goal is content so valuable and consistent that potential clients come pre-sold — already trusting, already believing, already ready to say yes.

03 · Color System

Brand Colors

A palette built to signal authority, trust, and approachability — the exact emotions coaches need to feel before they hire.

Primary Dark
Deep Navy
#0D1B2A
Secondary Dark
Midnight Slate
#1E3A5F
Brand Blue
Authority Blue
#2563A8
Accent Blue
Sky Blue
#4A9FD4
Gold Primary
Prestige Gold
#D4A843
Gold Bright
Amber Spark
#F5C842
Light BG
Warm Cream
#F8F4EE
Pure White
Clean White
#FFFFFF

Color Psychology & Usage

Navy + Blue — Trust, authority, professionalism. The dominant palette signals to coaches that Rafael is serious, credible, and knowledgeable. Blue is the #1 trust color in B2B services.
Gold — Premium positioning, energy, aspiration. Used as an accent to highlight key moments — headlines, CTAs, important quotes. Never overused.
Cream + White — Clarity, breathing room. Used for backgrounds and text to ensure every post feels clean and readable without being cold.

04 · Typography

Brand Fonts

Two fonts, one clear hierarchy — editorial authority meets clean readability.

Display / Headings
Playfair Display

Aa Bb Cc Dd Ee Ff Gg Hh

Google Fonts: Playfair Display
Weights: 400 Regular · 700 Bold · 900 Black
Use for: Headlines, hero text, section titles, pull quotes
H1 Hero Title
H2 Section Title
H3 Card Heading
Body / UI
DM Sans

Aa Bb Cc Dd Ee Ff Gg Hh

Google Fonts: DM Sans
Weights: 300 Light · 400 Regular · 500 Medium · 600 SemiBold
Use for: Body copy, captions, labels, navigation, CTAs
Body Regular paragraph text at 16px
Small Caption and label text 14px
Mono DM Mono for codes + tags

For Canva — Font Alternatives (Free)

Playfair Display → Canva equivalent:

"Playfair Display" is available directly in Canva — search it by name. ✅

DM Sans → Canva equivalent:

"DM Sans" is available in Canva. If not found, use "Nunito" or "Plus Jakarta Sans". ✅

05 · Brand Voice & Tone

How Rafael Sounds

Consistent voice builds trust. This is how Rafael communicates across every post, DM, and caption.

🎯
Clear & Direct
No fluff. No jargon. Every sentence earns its place. Rafael speaks like a knowledgeable friend — confident without being arrogant.
🤝
Empathetic & Real
Rafael speaks to coaches' real struggles — not surface-level pain points. He makes every reader feel genuinely understood before offering anything.
📐
Strategic & Structured
Coaches are drawn to frameworks and systems. Rafael's content always has a clear structure — lists, steps, frameworks that feel actionable and learnable.
✓ Do say
  • "Most coaches aren't struggling because they lack knowledge — they lack a system."
  • "Here's a 3-step framework to turn one post into a client conversation."
  • "You don't need more content. You need better positioning."
  • "Consistency isn't about posting every day — it's about posting with intention."
  • "Your ideal client is already online. They just haven't found you yet."
✗ Never say
  • "I'll help you go viral!" (vanity metric focus)
  • "Social media is easy if you just..." (dismissive of real struggles)
  • "DM me now for a huge discount!" (desperation energy)
  • "I'm just starting out so..." (self-deprecation undermines credibility)
  • "We'll 10x your following in 30 days!" (empty promises)

06 · Logo & Identity Usage

Brand Identity in Use

Wordmark usage across backgrounds — always legible, always intentional.

Rafael Saquido
Social Media Marketing · Coaches & Consultants

Primary — Dark background use

Rafael Saquido
Social Media Marketing · Coaches & Consultants

Reversed — Light background use

Raf Saquido
SMM Specialist

Compact — Social media profile use

RS
Rafael Saquido · SMM

Icon mark — Profile picture / avatar use

Logo Don'ts

Never stretch or distort Never use on busy backgrounds Never change the fonts Never add effects or shadows

07 · Services & Pricing

What Rafael Offers

A four-tier service ladder — from trust-building micro offers to long-term strategic partnerships.

Micro

Social Media Profile Audit

Full review of LinkedIn/Instagram/Facebook with actionable improvement suggestions via Loom + PDF.

$50 – $100 · Entry offer
Micro

Bio & Profile Optimization

Complete headline, bio, and profile rewrite to attract coaching clients — delivered as a Google Doc.

$50 – $120 · Quick win
Front

30-Day Content Strategy Plan

Full strategic roadmap with 30-day calendar, 12 written captions, 5 Canva templates, hashtag strategy.

$300 – $500 · Recommended first paid offer
Front

Social Media Optimization Package

Complete profile, branding, and messaging refinement across all 3 platforms in one package.

$250 – $400
Core

Monthly Social Media Management

16–20 posts/month across LinkedIn, Facebook, Instagram. Engagement management + monthly performance report.

$1,000 – $2,500 / month
Core

Authority Content Growth System

Structured strategy combining content pillars, storytelling, and conversion-focused posts to build authority.

$1,200 – $2,000 / month
Backend

Monthly Content Strategy Retainer

Ongoing strategy planning, monthly analytics review, optimization guidance, and content repurposing system.

$2,000+ / month · Strategic partner
Backend

Launch Campaign Support

Full content strategy and promotion planning for program launches or online events.

$2,500+ · Per launch

08 · Target Market Intelligence

Who Rafael Serves

Life coaches, business coaches, mindset coaches, and consultants actively growing their online presence.

Their Pain Points
Posting without a clear system or strategy
Low engagement despite consistent effort
Followers not converting into paying clients
Feeling invisible in a crowded market
Unclear how to communicate their value
Running out of content ideas constantly
Fear of sounding salesy or pushy
Spending hours creating content with no ROI
Their Goals
Consistent stream of inbound client inquiries
Be seen as a trusted authority in their niche
A repeatable content system that doesn't exhaust them
Clients who trust them before the first call
Professional, optimized profiles across all platforms
Content that sounds like them — not a template
Predictable, scalable marketing that works without ads
Their Exact Words
"I'm posting but no one is engaging."
"I feel invisible online."
"I don't know what content actually works."
"I'm spending hours on content and getting no results."
"I don't want to sound too salesy."
"I know my expertise — I just don't know how to show it online."
"I just want a simple system to get clients."