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
Strong – Sturdy – Safe
Long Lasting –Warranty
Ease of Installation
Beauty – Design – Custom
Ease of Acquisition – Order / Quote
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
Homeowners – DIY
Values: Sturdy, Safe, Strong, Durable
Appeals: Safety for Family & Friends
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
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.
Tagline: Sturdy PVC Railing Designed for Your Safety
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.
Sturdy Porch and Deck Railing
Sturdy PVC Porch and Deck Railing
Sturdy PVC Porch Railing
Sturdy PVC Deck Railing
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