BRAND STRATEGY SAMPLE

Transcription

1 BRAND STRATEGY

2 CONTENTS Part 1 Brand Tenets...3 Our Position Our Beliefs Our Style Our Differentiators Our Customer Part 2 Brand Mark options...9 Logo Marks Avatars Part 3 brand VISUALS Signature Color Palette Signature Typefaces Signature Elements

3 part one BRAND TENETS

4 our POSITION 4 Good Neighbor Pool Service exists to create community in the Camelback neighborhood. Although our core service is pool cleaning and maintenance, our vision as much greater. We believe in the value of community that was found in the neighborhoods of years gone by, and we aim to build that kind of community with our customers. We choose to focus our work in our very own community and care for our customers pools as if they were our own. We intentionally keep our team very small so we can take the time develop personal relationships with each of our customers.

5 OUR BELIEFS 5 community efficiency We want to really know our customers and their families (both of the human and furry variety) so that we can better serve them and we believe these relationships have the potential to make our neighborhood safer. We have a soft spot for our elderly neighbors who have cared for their pools for years, but find themselves no longer able to do so. safety We treat each pool with the care we would give our own pool. We watch out for our neighbors and are committed to personal safety and security of your property, pets and family members. It is our goal to build a level of trust with our customers where they have peace of mind with us entering their properties and caring for their pools when they are not around to do so. We exist to make the lives of our customers simpler and easier. We maintain a lean service offering paired with simple, automated billing processes. We don t want to bring more noise into our customers lives so we are committed to minimizing unnecessary chatter in our processes, marketing efforts and even in our personal interactions if needed. mastery We believe our education is never complete and are constantly striving to learn more about how to best service our customers pools. We are comfortable admitting when we don t have the answer to a problem, and know when to tap our network and bring in a specialist to resolve a problem. We freely share our knowledge with our customers so that they can be informed about their pools. mobility We work really hard to provide the very best service to our customers, which earns us the right to price our services according to that value we provide. We are always looking for ways to improve our service in order to increase the amount of value we provide our customers. forthrightness We are honest about the work we intend to do, and follow through on our word. We don t perform unnecessary repairs or skimp on our service. We make sure our customers get what they pay for and maybe even a little bit more.

6 our style 6 lively Fun, lighthearted, gregarious We are not stuffy people. We show up with a fun and lighthearted spirit both in person and in our marketing efforts and hope to bring a bit of delight to every interaction with our customers. warm Personal, compassionate, caring We deeply value family and community and want to reflect that warmth and compassion throughout ever interaction with our customers. simple Clean, easy, straightforward There is enough complexity in our lives already, so we ve developed our service to be effortless for our customers and we look to project that quality throughout our image.

7 our differentiators 7 We maintain an extremely small, exclusive operation so that we can provide the highest quality. Low or no turnover we want to be your pool company for life. Our service package includes vacuum, brush, net, check and clean all baskets and check chemicals and we do each item every single time we visit. We ll be on site when one of our referred service specialists show up on your property.

8 our customer 8 demographics Residents in the Camelback area from 68th street, northeast of the canal mentality Looking for someone they trust to maintain their pools while they are away Ages Average household income of $150,000 Low to moderate tech savviness May have previously cared for their pools, but are no longer able to do so themselves Travel often to take advantage of, or escape the Phoenix sun Are home often and really care about having a pristine pool (and backyard in general) Value a job well done

9 part TWO BRAND MARKS

10 logo mark option 1 10 all black reversed out

11 logo mark option 1 11 full color reversed out

12 avatar option 2 12

13 TRUCK MOCKUP option 1 13

14 part THREE BRAND VISUALS

15 signature color palette 15 Aqua PMS 632 C81 M27 Y21 K1 #0092b3 Sunshine PMS 135 C1 M24 Y76 K0 #fdc556 Coral PMS 7416 C2 M74 Y71 K0 #ec6851

16 signature typefaces 16 ACCENT FONT: MONTSERRAT Enjoy your pool all year round. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Although our core service is pool cleaning and maintenance, our vision as much greater. We believe in the value of community that was found in the neighborhoods of years gone by, and we aim to build that kind of community with our customers. CORE FONT: BITTER Enjoy your pool all year round. abcdefghijklmnopqrstuvwxyz ABCDEfghijklmnopqrstuvwxyz Although our core service is pool cleaning and maintenance, our vision as much greater. We believe in the value of community that was found in the neighborhoods of years gone by, and we aim to build that kind of community with our customers. Weights include regular and bold Weights include regular, bold and italics

17 s i g n a t u r e E L E M ENTS 17 E L P M A S v i n ta g e p h oto g r a p h y s t y l e Photography will have a vintage photo treatment applied to it in order to reinforce the wholesome, old-fashioned spirit of the brand.

18 signature ELEMENTS 18 signature patterns We have two signature patterns inspired by the pools we service and the Arizona sun. These patterns should be used subtly as a way to add a bit of interest to a solid field of content.