Brand Standards & Social Media Guidelines

TABLE OF CONTENTS

BRAND MESSAGING | VISUAL BRANDING | SOCIAL PLATFORMS | VOICE, TONE & LANGUAGE | HASHTAGS & EMOJIS  | EVERYTHING ELSE

Brand Messaging

Brand Positioning Statement

For over six years, The Porter House KC has aimed to become an option for underrepresented communities looking to start and grow in their entrepreneurial journey.

From creating an approachable atmosphere to providing coaching, mentorship, and strategic planning, The Porter House KC works hard to give entrepreneurs of color a safe place to seek the help and support they are looking for. From where you are now to where you want to be, we want to bring you business accessibility holistically, both in your personal and entrepreneurial endeavors.

We want to change how entrepreneurship is viewed by advocating for a broader ecosystem, providing assistance, and giving entrepreneurs of color the chance to gain business success.

We aim to bring the opportunities, education, and guidance to underserved entrepreneurs and help them build the bridge to reach the successes and victories they deserve.

Elevator Pitch

For over six years, The Porter House KC has worked hard to provide the necessary tools and guidance to underserved entrepreneurs who are just starting their businesses and those looking to grow.

We saw the need to connect entrepreneurs of color with the opportunities, guidance, and education they would need to elevate their journey in entrepreneurship.

Social Media Bio

We aim to bring opportunities, education, and guidance to underserved entrepreneurs within our communities of color. Every business deserves a chance.

Visual Branding

Primary Logos

Download Logo Files

Primary Horizontal Logo

Alternate Horizontal Logo

Primary Abbreviated Logo

Alternate Abbreviated Logo

Icon Set

Icon Set

Logo & Logo Rules

DON’T rotate, distort, or crop any part of the logo.

DON’T add any extreme special effects to the logo (drop shadows, bevels, etc.).
DON’T overlap the logo with text, photos, or graphics that obscure its legibility.

DON’T alter the logo colors except to single-color versions of any of the brand-approved colors in this guide.

Some Tips for Social Media

The abbreviated and icon versions of the logo should only be used on materials where the primary logo has already been established.

On social media profiles, the profile photo should include the abbreviated or icon version of the logo, while the cover photo should include the full logo.

Whenever possible or practical, all image or video posts should include some form of the logo.

Brand Colors

PMS: 7546 C
CMYK: 89 67 54 52
RGB: 24 51 63
Hex: #193340

PMS: 165 C
CMYK: 1 74 99 0
RGB: 242 102 33
Hex: #f26621

PMS: N/A
CMYK: 0 0 0 0
RGB: 255 255 255
Hex: #ffffff

PMS: 7545 C
CMYK: 87 64 44 29
RGB: 41 74 94
Hex: #294a5e

PMS: 7699 C
CMYK: 81 55 38 15
RGB: 61 97 119
Hex: #3d6177

PMS: N/A
CMYK: 4 2 2 0
RGB: 242 242 242
Hex: #f2f2f2

Band Fonts

BRONX

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

For use as titles, headlines, and bold accents.

Download Font

JOSEFIN SANS

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

For use as titles, headlines, and bold accents when Bronx is not available.

Download Font

RALEWAY

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

For use as body copy and general use.

Download Font

Voice & Tone

Words That Describe our Tone

$

Personable

$

Intentional

$

Dope

$

Transformational

$

Direct

$

Transparent

$

Family Oriented

$

Yes

Words We Like

N

Mentorship

N

Educational

N

Communication

N

Self-Growth

N

Accessible

N

Alumni

Words We Don’t Like

M

Incubator

M

Executor

M

Co-Working

M

Exclusive

M

Challenging

M

No

Hashtags & Emojis

Hashtags to Use

ThePorterHouseKC

KCEntrepreneur

Mentorship

SmallBusinessOwner

KCUrban

KCEducation

KCBusinessOwner

SmallBusiness

MainStreet

KCFunding

PHKC

Hashtag Usage Tips

DON’T use any hashtags on Facebook.

On Instagram, use 3-6 relevant hashtags per post.

On X/Twitter, use a maximum of 2 hashtags per Tweet.

On LinkedIn, use a maximum of 1-2 hashtags. Broad, general hashtags work best.

On YouTube, use no more than 1 hashtag in the title/description, and only if it’s a commonly searched hashtag.
Use #KCCAREHealthCenter on ALL Instagram and Tiktok posts, and Twitter/X when needed.

Emojis We Like

All human emojis, such as faces, people, or hands MUST be yellow.

Emojis We Don’t Like

Do not use any emojis portraying weapons, violence, or specific races.

Everything Else

Using Links and CTAs

Only use a “hard sell” call to action (ex: sign up now, register today, etc.) every 6-7 posts. Your audience should never feel like every post is asking for something.

On lnstagram, DON’T post links directly in the post. Instead, change the link. in the bio and refer to it in the post with the verbiage: “link. in bio.” This link. MUST be changed back. to The Porter House KC’s website within the next 2 posts, OR when the link. is no longer relevant (such as after a registration deadline).

Tagging, Liking, Commenting, Posting, and Messaging

When referring to or mentioning any partner organization, tag their social media page whenever possible.
Competitors should NEVER be mentioned by name in any post. When sharing customer testimonials or reviews, any competitor name mentioned must be removed prior to posting.
NEVER post about any political or religious topics.

Only link to an outside source every 5-6 posts. When doing so, make sure the featured source reinforces The Porter House KC’s post goal.

Do not “like” any post on any social media platform unless it directly contributes to The Porter House KC’s benefit. For example, you can like an article about small business owners, but do NOT like a post about music festivals.

All content (including posts, messages, and comments) across all of The Porter House KC’s platforms MUST be created and posted by a dedicated marketing employee or leadership team member unless otherwise decided by The Porter House KC. In addition, only staff members may delete posts, comments, and tags from public pages.

Using Links and CTAs

All social media passwords across all platforms MUST be changed quarterly (every 3 months). All devices logged out at the time of the password change.