Brand Guide - Rocket Station Careers

This brand manual is designed to provide guidance on how to use one of our most valuable assets. The collection of branded elements that help define and differentiate the Rocket Station brand.

Each of us bears a responsibility to the visual identity, which is why it is important that we all understand how and when to use it, adhering closely to the stated guidelines. Doing so will ensure that we consistently and proudly represent Rocket Station, while bringing even greater success to both our company and our customers.

Brand Guidelines

OUR STORY

OUR PURPOSE

In everything we do, we’re focused on delivering solutions to enable effective outcomes – so our customers can achieve their goals and pursue their dreams. With that purpose, one distinct tagline emerged that accomplishes this important communication objective, our core purpose:

We create solutions built on proven systems that solve our customer’s challenges and this is what drives Rocket Station to be the market leader in providing business process-outsourcing for innovative companies.

Brand Guidelines

OUR CORE VALUES

Our values are both our identity and our promise in defining our every interaction with our customers. It guides all aspects of how we run the company.

It’s important for us to maintain our integrity, internally and externally.

As individuals and as a company, we are honest and accountable in everything we do.

When we think about succeeding, there are a lot of different ways to evaluate our progress.

Most of us are bound by expectations—the ones we have for ourselves and the ones our customers have for us are both equally important.

We believe in the well-known Confucius quote, “Choose a job you love, and you will never have to work a day in your life.”

So we have fun while being the best.

Brand Guidelines

LOGO

The Rocket Station Logo is the most important element of our visual identity. It is a symbol of our promise to our customers that we will help them launch their ideas, process and business.

Rocket Station’s Primary logo is the Yellow on Grey background. The Black on white logo is used for documentary purposes only.

Brand Guidelines

LOGO TYPE

PRIMARY LOGO

(HORIZONTAL LOGO)

Our PRIMARY logo. Used in all content and applicable collaterals.

VERTICAL LOGO

Our SECONDARY logo. Used in all content and collaterals when horizontal logo is not applicable.

ICON

Our logo ICON is used for social media profiles and internal post only.

Brand Guidelines

LOGO COLOR VARIANTS

Brand Guidelines

LOGO GUIDE

CLEARANCE

To preserve our logo’s integrity, always maintain a minimum clearance space around the logo. This isolates the logo from competing graphic elements. The minimum clear space is defined by the dash lines surrounding the logo.

The following alterations are also prohibited:

Brand Guidelines

COLOR

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#232323

Background color, text color in yellow buttons, text color.

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#FFFF00

Logo, Action and shout-out items, lines and flow chart connectors, accent colors.

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#B5B5B5

Accent and Background color.

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#FFFFFF

Text color for dark background.

Brand Guidelines

TYPOGRAPHY

Brand Guidelines

TYPOGRAPHY

Brand Guidelines

WRITING STYLE GUIDE

GOALS AND PRINCIPLES

Every copy and piece of communication written for Rocket Station should:

Motivate

We want to be able to mobilize our audiences to act and do what is right.

Educate

We want to provide for our audience the knowledge and tools necessary to make sound decisions, ask thought-provoking questions and engage in educated conversations.

Enhance

We seek to help develop the lives of our audiences by providing for them content that not only informs but improves what needs to be improved by supplying actionable steps that are sustainable.

Build Trust and Authority

We want our audiences to see us as a noteworthy source they can trust and turn to when looking for advice and information.

Brand Guidelines

WRITING STYLE GUIDE

To help us achieve these goals, consider these core principles as you write:

Write for inclusion

Be aware of the social scape and communicate with the constant reminder that we all have different views and standings in life. We need to be careful about the assumptions we make when writing. Avoid biases at all costs and be vigilant in managing the image of Rocket Station as a safe space where people can gather to read, communicate and be part of our community without prejudice.

Whenever possible, always write gender in a neutral term, specifically when assuming the gender of a particular profession.

Always default to communicated pronouns such as he/she or him/her. Never assume, always ask.

Unless it is pertinent to the story you’re trying to tell, avoid using unnecessary character descriptions and modifiers, like someone’s age, race or sexual orientation. Do not make mention of any information, infirmity or disability unless given consent by the person/s involved.

Brand Guidelines

WRITING STYLE GUIDE

Write for community.

Always have amiable communication in mind. Use personal pronouns like you/we/us whenever applicable to connect directly to the audience. Be friendly and clear. We want our brand to sound approachable and easy to talk to. When necessary, you may engage in lighthearted communication, but always remain courteous, professional, and not at all silly or overly excited. Use emojis sparingly and only when necessary.

Write with authority.

As a business process outsourcing company, it is important that we remain an authority and expert in everything that delves into remote work processes, in the eyes of our customers, prospects and fellow industry leaders.

Part of demonstrating authority is being fluent and consistent in the language of our industry.

Be careful not to unintentionally convey uncertainty in communication. Avoid phrases like “I/we think”, “maybe” and “I don’t know.” Speak from a position of authority unless you truly do not know, in that case say you will get back to them immediately.

Brand Guidelines

BRAND VOICE

What does Rocket Station sound like?

Dynamic

As the official wordsmith of the Rocket Station brand, you will go forth and communicate with others in a way that is proactive, fun, and enterprising. You always have a positive can-do attitude, and your writing should reflect just that without looking scattered.

Examples:

Too Passive/Scattered:

“Maybe learning at a distance is more favorable to learn effectively.”

Too Brazen:

“Really, learning from a distance is the only way to learn more effectively.”

Just Right:

“Learning from a distance is a great opportunity to learn effectively.”

Tips on Dynamic Writing:

• Incorporate motivational words

• Use active voice and lead with active verbs as often as possible

• Put a positive spin on any perceived negative

• Focus on the desired emotion to generate

Honest

To balance out the dynamic and can-do attitude is the tone of being authentic, candid, and truthful with what our company represents. We will write and communicate clearly and provide information that is equitable for the development of all people who seek to work with or learn more about Rocket Station.

Examples:

Too Vague:

“Become a VA and discover what others have discovered.”

Too Blunt:

“Be a virtual assistant (VA), it’s a remote job that deals with clients.”

Just Right:

“Become a virtual assistant today and be trained in managing clients as you work from home.”

Tips on Dynamic Writing:

• Be concise

– Omit needless words.

Avoid: Long and/or complex words and sentences, multiple words with

the same meaning, unnecessary modifiers, clunky common expressions

Brand Guidelines

BRAND VOICE

Skilled

Rocket Station prides itself in being an expert in remote processes. As such, it must show in our written work. We speak with confidence and experience backed up with references and testimonials from individuals and industries that are reputable.

Tips on sounding skilled when writing:

• Avoid using too much industry jargon words to prove a point.

• Be Direct and Confident:

– Avoid hedge words like “maybe,” “possibly,” “potentially,” “can,” etc.

Example: Rocket Station can help you xyz or Rocket Station helps you xyz

– Use strong words (ie. excellent and challenging) instead of relying on weak modifiers (ie. very good and really hard)

Brand Guidelines

BRAND TONE

How can Rocket Station best present itself?

While our brand voice will always remain consistent, our tone may take various forms depending on the situation or the content.

By situation:

When Rocket Station talks to media, we may take a more authoritative tone. More confident, definitive statements, fewer questions, fewer apologies. We want to come off as an expert or leader in our field. No unnecessarily big words here. Be calm, clear, and concise.

When Rocket Station posts on social, we can be a bit more relaxed. Here we can be a bit more enterprising, use emojis, use exclamation points, and be a bit more empathetic and compassionate. Remain confident and professional, but feel free to keep it casual.

When Rocket Station handles client issues and inquiries, become more empathetic and compassionate. We want to know how we can help them meet their goals. We talk much less about ourselves and more about their unique challenges. Avoid being overly apologetic, stay cool, calm and confident the whole time. Focus on the fix, not on the fail.

Brand Guidelines

BRAND TONE

By situation:

Content Type	User type	Goal	Tone
Guide	Non-rocketeer General Public	To educate	Keep it simple, clear and concise. Avoid niche terms and stay empathetic.
Insights Article	Rocketeer Non-rocketeer General Public	To educate and empower	Keep it simple, clear and concise. Keep it customer- focused. Avoid over-simplifying.
Case Study	Rocketeer Non-rocketeer General Public	Customer storytelling, success stories for sales use.	Button up a bit but stay personable. Dial up “smart” and “sophisticated.”
Email	Rocketeer Non-rocketeer General Public	To communicate	Be personable and friendly – write 1:1

Brand Guidelines

BRAND TONE

Content Type	User type	Goal	Tone
Web Copy	Rocketeer Non-rocketeer General Public	To differentiate	Keep it simple, clear and concise. Button up a bit but stay personable. Brand first, product second. Solutions over features.
Sales Presentation	Rocketeer	To persuade	Be straightforward and precise. Avoid niche terms and stay empathetic.
Sell Sheets	Rocketeer	To educate and persuade	Be straightforward and concise. Remain professional and instructional.
Product or event announcements	Rocketeer Non-rocketeer General Public	To inform and educate	Keep it clear and concise but avoid over- simplifying. Be dynamic. Communicate authority and expertise.

Brand Guidelines

BRAND TONE

By Audience:

Writer’s Role	If the audience is: Non-Rocketeer/ General Public we sound like:	If the audience is: Rocketeer we sound like:
Leader: Responsible for overall social in addition to other marketing channels	Our voice will remain smart and professional, but our tone here should be a bit more empathetic. Avoid using industry jargon. You’re a teacher here. Be patient, calm, clear and friendly.	Show confidence, authority, and professionalism. Don’t be afraid to use niche terms and phrases. You’re an industry leader here. Assert your opinion, and engage confidently.
Manager: Focused on social strategy but removed from the day-to-day management	Our voice will remain smart and professional, but our tone here should be a bit more empathetic. Avoid using industry jargon. You’re a teacher here. Be patient, calm, clear and friendly.	Take a more authoritative tone, but still approachable and friendly. You’re a mentor here. Be encouraging and empowering.
Practitioner Handles social content publishing, engagement, and measurement	We assume we are talking topeople who have no knowledge of Rocket Station or BPO industries. So be clear and concise, avoid industry-specific or niche terms. Be a little more personable here.	Here we can take a more authoritative, professional tone. Don’t be afraid to use nicheterms and phrases. You are talking to your co-workers. Be encouraging and willing to listen.

Brand Guidelines

TEMPLATES & DOWNLOADABLES

TEMPLATES:

DOWNLOADABLES:

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