<h2>Branding Guidelines — Dr. Johnny’s</h2>
<p>To protect brand integrity and ensure consistency, all affiliates must follow these guidelines when promoting Dr. Johnny’s.</p>
<h3>1) Brand Name Usage</h3>
<ul>
<li>Always write the brand as <strong>Dr. Johnny’s</strong> (with apostrophe).</li>
<li>Do not alter, abbreviate, or misspell (no “Dr Johnnys”, “Doctor Johnny’s”, “Dr J’s”).</li>
<li>Capitalize exactly as shown; avoid ALL CAPS in prose.</li>
</ul>
<h3>2) Tone & Voice</h3>
<ul>
<li><strong>Conversational, compassionate, knowledgeable,</strong> and customer‑centric.</li>
<li>Avoid overly clinical jargon or fear‑based language.</li>
<li>Light, respectful humor is welcome; always inclusive.</li>
</ul>
<h3>3) Approved Messaging Pillars</h3>
<ul>
<li><strong>Surgeon‑designed</strong> compression & diabetic socks.</li>
<li><strong>Fashion + function:</strong> real support with modern style.</li>
<li><strong>Comfort for long days:</strong> nurses, travelers, office, pregnancy.</li>
<li><strong>Thoughtful details:</strong> seamless toes, wider comfort bands, moisture‑wicking, antimicrobial finish.</li>
</ul>
<h3>4) Prohibited Claims</h3>
<ul>
<li>No medical claims or “cure/treat” language without written approval.</li>
<li>No “FDA approved” or regulatory endorsements unless provided by us.</li>
<li>Avoid misleading superlatives (e.g., “guaranteed relief”) or unsubstantiated stats.</li>
</ul>
<h3>5) Visual Assets</h3>
<ul>
<li>Use only official logos, product shots, and lifestyle photography from our media kit.</li>
<li>Do not stretch, distort, recolor, or add effects to the logo.</li>
<li>Do not place text or busy patterns over the logo; ensure clear contrast and legibility.</li>
</ul>
<h4>Logo Usage</h4>
<ul>
<li><strong>Clear space:</strong> keep at least the height of the “D” around all sides of the logo.</li>
<li><strong>Minimum size:</strong> digital width ≥ 120px for primary logo (to maintain legibility).</li>
<li>Use light or dark logo versions based on background contrast.</li>
</ul>
<h4>Color Palette</h4>
<ul>
<li>Deep Teal: <code>#2F748E</code></li>
<li>Light Blue: <code>#71D1EA</code></li>
<li>Mint: <code>#8AD7BB</code></li>
<li>Neutral Dark: <code>#222222</code> / White: <code>#FFFFFF</code></li>
</ul>
<h4>Typography (suggested)</h4>
<ul>
<li>Headlines: <strong>Raleway</strong> (Bold/Semibold)</li>
<li>Body: Raleway Regular (or system sans‑serif)</li>
<li>Use sentence case; avoid excessive ALL CAPS.</li>
</ul>
<h3>6) Discounts & Coupon Codes</h3>
<ul>
<li>Only promote codes issued by Dr. Johnny’s via AWIN or official channels.</li>
<li>Show the full offer, code, and valid dates; remove expired codes promptly.</li>
<li>No code scraping, gating, or toolbar/browser injector behavior.</li>
</ul>
<h3>7) PPC & SEO Naming</h3>
<ul>
<li>Brand bidding is prohibited without written approval (see PPC policy).</li>
<li>Add brand and misspellings to your <strong>negative keywords</strong>.</li>
<li>No brand name in display URLs or ad copy unless approved.</li>
</ul>
<h3>8) Social Media & Hashtags</h3>
<ul>
<li>Tag: Instagram <strong>@doc_johnnys</strong> (if tagging platform allows).</li>
<li>Suggested hashtags: <strong>#DrJohnnys #SocksWithBenefits #LoveYourLegs</strong></li>
<li>Include clear <strong>FTC/ASC disclosures</strong> (e.g., “#ad”, “#affiliate”).</li>
</ul>
<h3>9) Photography Direction</h3>
<ul>
<li>Bright, natural‑light lifestyle and clean product detail shots.</li>
<li>Show real‑life contexts: hospital shifts, travel, desk days, home.</li>
<li>Avoid overly clinical or stocky visuals; keep it warm and human.</li>
</ul>
<h3>10) Contact & Assets</h3>
<ul>
<li>Need logos, brand guide, or images? Request access to the <strong>Affiliate Asset Library</strong> via AWIN message.</li>
<li>Questions: contact the Dr. Johnny’s affiliate team in AWIN.</li>
</ul>
