Simplified Brand Profile

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Simplified Brand Profile

While a brand profile may be 20 pages or more, we find it helps to create a 1-page simplified brand profile to use for quick reference. Below is a sample of a simplified brand profile.

 

CLIENT:  HB&G Building Products

SIMPLIFIED BRAND PROFILE FOR:  Builder Select Railing

CATEGORY:  PVC Porch and Deck Railing

SEGMENTATION & POSITIONING

Category Attributes

Low Maintenance
Strong – Sturdy – Safe
Long Lasting –Warranty
Ease of Installation
Beauty – Design – Custom
Ease of Acquisition – Order / Quote

Competitive Positions

DuraLast  – Low Maintenance PVC Railing
Your Fence Store  – Complete Porch & Deck Railing Kits
 The Fence Center  – Easy to Acquire / Plan-Buy-Layaway
Pacific Columns  – Look & Feel of a Wood Railing

Builder Select Position

Best at: Strength and Durability – Sturdy
Excel at: Porch and Deck Applications

TARGET MARKETS

Homeowners – DIY

Values: Sturdy, Safe, Strong, Durable

Appeals: Safety for Family & Friends

Architects

Values: Well Designed – Engineered
Appeals: 
Sturdy & Beautiful as Wood

Contractors – Builders

Values: Satisfied customers. Residential & Commercial
Appeals: 
Safe & Sturdy is a reflection of your work

BRANDING        

Identity: Strong, middle age, male, product oriented brand.

Personality: Concerned and helpful attitude. Archetype could be An intelligent engineer.

Core Brand Message:  Builder Select Railing is the sturdiest PVC railing available. The way the pieces fit together makes it stronger. It’s designed and engineered to give exceptional support, with the feeling of stability you would expect from a solid wood railing.

Design Elements:   

Tagline:  Sturdy PVC Railing Designed for Your Safety         
Word:  Sturdy
Color:  R,G,B = 7, 112, 176
Icons: Logo, People leaning on railing
Fonts: Cambria (graphic) / TNR (web)
Images: Photos of people leaning on railings.


KEYWORDS

Sturdy Porch and Deck Railing
Sturdy PVC Porch and Deck Railing

Sturdy PVC Porch Railing
Sturdy PVC Deck Railing

 

 

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