Branding Manual

1. Branding Manual Half Pint Horse Foundation

2. Dear Volunteer, Thank you for taking the time to read the Half Pint Horse Foundation brand standards. This is an essential resource for volunteers. It provides a common understanding of our brand identity and the way it is communicated to the community. With the effort invested in creating and building our brand, we must ensure that the brand stays relevant as our brand continues to grow. The Half Pint Horse Foundation brand is an asset that requires careful attention and protection. Every volunteer is a Brand Champion charged with the responsibility of using the company logo and graphics properly and encouraging these standards in others. This manual contains rules and examples for upholding the brand for all Half Pint Horse Foundation communication and marketing. Thank you for your volunteer commitment and let’s continue to build our brand! Sincerely, The Half Pint Horse Foundation Home Office

3. What Is A Brand?

4. What Is A Brand? A brand is so much more than a logo. It’s deeper than colors or a fancy tagline. A brand is us, the people. Our Brand is • The compassion we have for the people we visit • The compassion, empathy and respect we have for the horses • The quality of the programs we provide Our brand works even when we don’t. It is marketing to the community all day every day. It is an invitation to join our mission and embrace our values.

5. Why Do We Need Brand Standards? Our brand identity is the symbol of our company. From business cards to banners to brochures to facebook, our brand requires rules and guidelines. The consistent use of our brand identity is vital in communicating professionalism, confidence and excellence. The community experiences our brand each and every time our horses go out to visit and each and every time our volunteers connect with the community. This manual reflects the thoughts and hard work that went into building the brand and provides standards to maintain a positive brand image. Volunteers should not, under any circumstances tag and post pictures on facebook, linkedin, twitter or any other social media without obtaining permission from the program director. Volunteers are permitted to say they are volunteers and can “share” posts and pictures from HPHF posts on social media, but should not upload pictures or posts without permission of HPHF. We work with protected populations and need to obtain permission from facilities and families before posting pictures on social media.

6. Our Brand

7. Our Goals Industry Respect, Delighted Clients, Enabled Volunteers These words are a reflection of what the home office strives for and the image we want to show the public. Our Mission To promote mental and physical healing, therapy and education through interaction with miniature horses. The mission statement describes the purpose of our company. It is about what we do and should be looked to often to make sure our company stays on track.

8. Our Mission-Mapped Out Happiness promotes Healing Promote Activity Promote Happiness Family Memories Stimulate the mind Companionship Reduce Boredom Comfort Comfort With the Recovering With the Elderly With the Sick Mental and Physical Healing and Therapy Our Mission Education (Literacy) Make Reading Fun Engage Multiple Senses Exposure to Literature Financial Partners Educational Expertise Curriculum Resources Variety of Ages Volunteers Interactive With Community Partners With Books With Educators

9. Elements Of Our Brand

10. This is the version of the logo we prefer to use, when space and format allows. The logo colors can be substituted in black and white for printing. Logo The full company name must be noted somewhere on the page when using this logo. The logo colors can be substituted for black and white for printing.