AmeriSpec Brand Guidelines

Transcription

1 AmeriSpec Brand Guidelines

2 Table of Contents Page 3... Purpose of Brand Guidelines Page Brand Promise Page 5... Target Audience Page 6... Our Name Page Our Logo Page 9... Our Colors Page ServiceMaster Brand Logo Page Advertising Name Page Word Marks and Legal Page Coupon Disclaimers Page Typography Page Layout Page Stationery and Business Cards Page Websites and Online Page Domain Names and Social Media Page Building and Vehicle Signage Page Appearance 2

3 Purpose of Brand Guidelines 1.1 Purpose of Brand Guidelines Just as consistency in how we behave with customers every day is essential to building our brand, so is consistency in the look and feel of all our marketing communications. All elements of our brand guidelines have been carefully considered to support our brand platform and distinguish AmeriSpec from its competitors. The purpose of these guidelines is to share our brand promise, define the elements that make up our identity program, state the rules for their use, and provide references to assist you in their implementation. This is all done to ensure a consistent and powerful visual experience with our brand and support our brand promise. 1.2 Reviews and Approvals All custom marketing pieces should be sent to a business development manager (BDM) for review and approval. This includes but is not limited to: Brochures Direct Mail/Postcards Radio/TV Spots Websites and Online Applications Signage 1.3 Identity Compliance Expectations Franchise business owners are responsible for complying with these Brand Guidelines and will bear any costs associated with destroying, modifying or reproducing items found not in compliance. Home Office Marketing Department Phone: Fax: BOSS > AMS Brand Guidelines 3

4 Brand Promise 2.1 Brand Promise A brand promise is most simply shorthand for how a company will deliver everything its customers want in a service or company. How we provide that to our customers is something we refer to as our brand promise. The brand promise isn t something we share publicly; rather our actions and behaviors should express the sentiments of the promise. The AmeriSpec Brand Promise is stated as: AmeriSpec consistently delivers exceptional and professional inspections that empower others with confidence, comfort and knowledge. Note: A brand promise is internal messaging to inspire our own behavior. It is not to be reprinted or otherwise shared with members of the public. 2.2 AmeriSpecial Moments AmeriSpecial Moments are those behaviors that cause our customers to experience our brand promise of confidence, comfort and knowledge with our exceptional and professional inspections. All your customer experiences should be prefaced with a satisfying phone or online exchange, which includes answering your phone live at least during regular business hours and responding to online requests within an hour during regular business hours. Our AmeriSpecial Moments are designed to provide something unexpected and a bit exceptional in the service business. These behaviors were designed to be easy for all offices and inspectors to incorporate into everyday business. Following is an example of the AmeriSpecial customer experience with the AmeriSpecial Moments highlighted. 1. Arrive 10 minutes early for the appointment wearing an AmeriSpec-branded shirt. Park on the street whenever possible so as not to block the driveway for the client. 2. Immediately introduce yourself to anyone present at the site while wearing an AmeriSpec photo ID badge. 3. Provide those attending the inspection with an Inspector Introduction Sheet. (This may also be sent via ahead of time, but it would always be good to carry at least one copy as well.) 4. Perform the driveway presentation and present the AmeriSpec Binder. Send the inspection results sooner than promised. 5. Send the Tell AmeriSpec survey to the clients. 4

5 Target Audience 3.1 Target Audience AmeriSpec has two distinct audiences who are each looking for something a little bit different from us. Therefore, materials and messaging may vary to ensure we are appealing to consumers or real estate agents or, in some cases, both. 3.2 Real Estate Agent Research tells us that real estate agents value the following: Qualified training programs (we think we have the best in the business) Thoroughness without unnecessary alarm Professionalism E&O insurance and general liability insurance Supplemental inspection services Quick response to scheduling and questions Quality inspection report and Home Repair Manual 3.3 Home Buyers Research tells us that home buyers value the following: Thoroughness (distinguishing from the above is the balancing act we have to maintain) Efficiency in completing the tasks Skills and knowledge of staff members providing inspections Professionalism Courtesy Taking time to answer questions and explain issues to clients 5

6 Our Name 4.1 Our Name The most important element of our identity is our name, and it is the most common and recognizable part of our identity. Our name is at the very core of who we are, regardless of any other element of our identity. 4.2 Use of the Name When the name of our company is typed or typeset, it should always be one phrase with initial capital letters A and S and all other letters lowercase. AmeriSpec Correct Amerispec Incorrect AMERISPEC Incorrect Ameri-Spec Incorrect Ameri/Spec Incorrect AMERISpec Incorrect When using the name in body copy or typeset form, use the registered trademark symbol after Spec in the first reference when the company name is being used as a trademark or adjective (e.g., with AmeriSpec inspector but not with AmeriSpec is the best ). This needs to be considered for both print and electronic uses. AmeriSpec should be used as a complete phrase, never just Ameri or Spec. 4.3 Misuses of the Name Do not use all capital letters in body copy. All capital letters are permissible in headlines and subheads though not generally preferred. Do not hyphenate the name at the end of a line. Allowing Spec to wrap to the next line is permissible only when absolutely necessary. AmeriSpec is never possessive. For example, it is incorrect to state, AmeriSpec s inspectors. Instead, use AmeriSpec inspectors. 6

7 Our Logo 4.4 Our Logo Our logo, a specifically designed configuration of letters and visual elements, is the cornerstone of our visual identity. As such, it is the only logo that should be used to represent our brand and franchise businesses. The logo should appear prominently on all pieces advertising, packaging, stationery, signage, vehicles, uniforms and sales and promotional materials. It should print in AmeriSpec red and blue whenever possible. For special applications, it may appear in black or reversed to white if used on a dark background. AmeriSpec is a nationally and internationally registered trademark. The registered trademark is positioned on the logo after the word Spec. An area of isolation or clear space must be maintained around the logo on all sides. This clear space must be at least the height of the capital letter A in AmeriSpec. Minimum width of the logo should not be less than 1 1/4. Please visit the Identity section on the BOSS to download identity-compliant logos. Full-Color Logos Preferred Acceptable Area of Isolation (demonstrated by gray box) Minimum Size Allowed One-Color Logo 7

8 Our Logo 4.5 Misuses of the Logo Strong brands maintain logo usage rules in order to ensure that all customer exposures to the logo are easily identifiable as being the same brand. These rules are critical not only to ensure consistent brand interactions but also for trademark purposes. Therefore, you may not: Stretch, condense, rotate or distort the logo. Place the logo near or over distracting patterns, shapes, photos, words, illustrations or other logos. Do not place the logo inside a box. Use drop shadows, photo embossing, glows or other image manipulation techniques. Ghost screen the logo to make it appear lighter. It can be printed only in solid colors. Use the logo in place of the name in a headline, phrase or sentence. Examples of misuse... Distortion In a Headline Is the Leader in Home Inspections Inside a Box Rotation Shadowed Glowing Embossed 8

9 Our Colors 4.6 Our Colors Our brand colors are an important factor in creating instant and ongoing recognition. A set of colors has been defined to best complement AmeriSpec identity and visually express the brand. AmeriSpec Red and Blue are our signature colors. They are used in our logos as well as graphic elements. Each color formulation has been provided in Pantone, CMYK, RGB and HEX formats. Using these formulas ensures color consistency across a variety of media. AmeriSpec Red Pantone 192C C-3 M-100 Y-68 K-0 R-231 G-15 B-71 HEX E5053A AmeriSpec Blue Pantone 548C C-100 M-60 Y-51 K-40 R-0 G-65 B-81 HEX Use of Other Logos AmeriSpec permits the limited use of other logos in the same medium as the AmeriSpec Home Inspection Service or AmeriSpec Inspection Services logo, whether in print ads, stationery, business cards or outdoor signs. When other logos are used in conjunction with the AmeriSpec logo, the logo height may not exceed the height of the letter A in the AmeriSpec logo. Using any of the following logos is a matter of franchisee preference. Currently approved logos are listed below (for use by certified AmeriSpec businesses). American Society of Home Inspectors (ASHI) American Association of Residential Mechanical Inspectors (AARMI) National Association of Certified Home Inspectors (NACHI) California Real Estate Inspection Association (CREIA) International Conference of Building Officials (ICBO) Ontario Association of Home Inspectors (OAHI) Building Performance Institute (BPI) Better Business Bureau (BBB) Additional logos used in conjunction with the AmeriSpec logos will require approval from your BDM. 9

10 ServiceMaster Brand Logo 4.8 ServiceMaster Brand Logo The ServiceMaster Brand Logo (A ServiceMaster Brand) identifies AmeriSpec as one of the ServiceMaster Family of Brands. The ServiceMaster Brand Logo is secondary to the AmeriSpec logo and should be less prominent. It should print in black only over a contrasting background. Minimum width should be no less than 1 inch. The ServiceMaster Brand Logo is used on stationery and envelopes. It may not be used in or on promotional items, uniforms, business cards or small format marketing pieces where size constraints may exist. ServiceMaster is a nationally and internationally registered trademark. The registered trademark is positioned on the logo after the word ServiceMaster. Misuses of the A ServiceMaster Brand logo: The logo should not be printed in screen form. It should always be reproduced in 100 percent black or white reverse. Do not copy the logo by hand or by digital scan from a document that has already been reproduced. Please visit the BOSS Identity Section to download this logo. Example of A ServiceMaster Brand logo: 10

11 Advertising Name 4.9 Advertising Name When advertising your AmeriSpec franchise, you must use the full name as required by your franchise agreement. This includes AmeriSpec Home Inspection Service or AmeriSpec Inspection Services. On Facebook, YouTube and other social media you may add the first name (or initial) and last name or a combination of last names to identify your business. In social media, these may be combined., as shown below, with a city and state that are part of your official territory. The names used MUST be owners of the AmeriSpec franchise. Acceptable examples of advertising names: AmeriSpec Inspection Services AmeriSpec Home Inspection Service AmeriSpec Inspection Services by John Smith* AmeriSpec Inspection Services by Smith and Jones* AmeriSpec Home Inspection Service by John and Mary Smith* AmeriSpec Inspection Services by J Smith of City, State* AmeriSpec Inspection Services by Smith and Jones of City, State* Any advertising names not following the above examples must be approved by your BDM. *Only acceptable for Facebook, YouTube and other social media. Please consult the Home Office if you are unclear or have questions. 11

12 Word Marks and Legal 5.1 Word Marks Many of our registered trademarks are registered as word marks, without stylized design or design elements attached. The AmeriSpec mark is an example of a mark registered as a word mark and as a stylized mark. Listed below are examples of all the word marks we use today. When using a word mark in copy, please designate it with a registration mark or service mark SM at the first appropriate usage (see Section 4.2 for more details). Note the specific registration designation symbol that should be used: Smart Start AmeriSpec Ask the Inspector Protection Beyond the Inspection Inspections Beyond Expectations SM 5.2 Legal and Copy Each franchise business presents itself to the public as an independent contractor operating the franchise business pursuant to the franchisor. Thus, the following phrase must be prominently included on all forms and stationery, as well as on advertisements and marketing materials unless limited by space: AmeriSpec is a registered trademark of AmeriSpec L.L.C. AmeriSpec services provided by independently owned and operated franchises. Availability of services may vary by location. 5.3 Disclaimers for Marketing Materials Whenever presenting any tips or information to assist customers, be sure to also include the following disclaimers: The knowledge, skill and experience required to follow these tips varies; if you are in doubt as to your ability to properly and safely implement these suggestions, call a qualified professional first. Every home appliance and system is different as are the problems that can affect them. Accordingly, the above-referenced tips are meant only as suggestions to be considered for the listed problems. AmeriSpec cannot be responsible for any damages arising from any actions taken pursuant to tips provided herein. This list is not exhaustive and other remedies may be needed in addition to those listed above. 12

13 Coupon Disclaimers 5.4 Coupon Disclaimers Special offers/coupons should be legally compliant, current and contain the disclaimer Only available at participating locations. Any coupon or offer should also contain a current expiration date, as well as the appropriate disclaimer listed below: Coupon Disclaimer: AmeriSpec is a registered trademark of AmeriSpec L.L.C. AmeriSpec services provided by independently owned and operated franchises. Void if copied or transferred and where prohibited by law. Cash redemption value 1/100th of 1 cent. Valid through (insert expiration date) at participating locations only. Call your local AmeriSpec office for more information and details. Availability of services may vary depending on location AmeriSpec L.L.C. All rights reserved. Sample Coupon $25 Off Take $25 off a General Home Inspection Offer good through 3/31/2014. AmeriSpec is a registered trademark of AmeriSpec L.L.C. AmeriSpec services provided by independently owned and operated franchises. Void if copied or transferred and where prohibited. Cash redemption value 1/20th of 1. Valid through March 2012, at participating locations only. Call your local AmeriSpec office for more information or details. Availability of services may vary depending on location AmeriSpec L.L.C. All rights reserved. 13

14 Typography 6.1 Typography The AmeriSpec font was chosen to create an authoritative and professional feeling. Use of this font ensures consistency from piece to piece and helps build brand recognition. Use Myriad Pro Bold for main headlines and subheads. Use Myriad Pro Regular for copy, bullet points, etc. Use Myriad Pro Italic and Myriad Pro Bold Italic sparingly and for emphasis. These should not be used for headlines, body copy or bullet points. Jenna Sue may be used for accent copy or occasional headlines, but should be used sparingly. Examples This is a 24-point headline in Myriad Pro Bold. This is a 14-point subhead in Myriad Pro Bold. This is a line of copy set in 12-point Myriad Pro Regular. This is emphasis copy set in 14-point Myriad Pro Italic. This is accent copy set in 24-point Jenna Sue. Note: When using programs like Word and PowerPoint where your choice of fonts is limited, we recommend using Calibri to complement the Myriad font that is used on marketing and sales materials. If you would like to get a copy of the fonts mentioned above, fonts can be purchased/downloaded from a variety of websites. Use a search engine to research options and the best price. 14

15 Layout 6.2 Layout Consistency in the style of the layout should be maintained to ensure brand recognition over time. The information below is a general guideline and may need to be adjusted depending on the type of piece, print restrictions, etc. As a reminder, custom-created marketing pieces must be sent to your BDM for approval. Marketing pieces are preferably in full color. Use the two-color process equivalents of the color palette or match PMS when possible. When possible, the AMS header should be placed toward the top of the page. Include an image of an inspector and customer when applicable. Headlines should be printed in black, white, AmeriSpec Red or AmeriSpec Blue ink. Body copy and bullet points should be set flush left, ragged right, preferably in 12-point Myriad Roman. Your business contact information should be placed toward the bottom-middle of the page. Help Your Short-Sale Clients AmeriSpec is your ace in the pocket When it comes to reliable and qualified home inspections, you can t just rely on luck. Our professional inspectors carry errors & omissions insurance and agent indemnification which can help reduce liability. Advise your clients with confidence, not luck, knowing that you re protected. Call us today! amerispec.com Our inspection is a limited visual inspection of the condition of the components of the home at the time of inspection. AmeriSpec is a registered trademark of AmeriSpec, Inc. AmeriSpec services are provided by independently owned and operated franchises. Availability of services may vary depending on location Forest Hill Irene Rd. Memphis, TN Be Long on Knowledge Affordable Informative Simple 2012 AmeriSpec, Inc. All rights reserved.. Your short-sale buyers often face the unique challenge of considering offers on multiple homes. Let AmeriSpec help narrow down the search in an affordable way with a Short-Sale Limited Inspection. Our professionally trained, certified home inspectors will inspect the areas of a home most likely to require costly repairs. With a reduced inspection fee, we can help your buyers afford to have peace of mind without investing in a full-price, comprehensive home inspection before making an offer. Our inspectors will conduct an affordable, informative inspection of the following areas*: Structural Components Exterior Roof System Plumbing System Electrical System Mechanical Fireplaces and Chimneys As usual, our inspectors will be available to talk with your buyers during and after the inspection to explain their findings and help simplify the decision-making process. Our best-in-class errors and omissions insurance further protects your clients. For more information and specific pricing, contact your local AmeriSpec office today AmeriSpec Inc *For a more detailed description of the short-sale inspection, please contact your local AmeriSpec office. C

16 Stationery and Business Cards 7.1 Stationery and Business Cards Stationery and business cards are essential means of public and personal communication between a company and its audiences. These pieces also are of particular importance since they often are closely viewed. Correctly branded and consistent stationery and business cards can reinforce the credibility of a business. Stationery Elements Letterhead AmeriSpec Inspection Services (preferred) or AmeriSpec Home Inspection Service logo Address, phone and fax numbers Website and/or address of business (optional) Legal statement* A ServiceMaster Brand logo Envelope AmeriSpec Inspection Services (preferred) or AmeriSpec Home Inspection Service logo Address A ServiceMaster Brand logo Business Cards (front) AmeriSpec Inspection Services (preferred) or AmeriSpec Home Inspection Service logo Name of franchisee or representative and title Legal entity name (optional) Address, phone and fax numbers Website and/or address of business (optional) Business Cards (optional back) Certifications Special Services QR Codes 16 *Franchises are required to place the following statement on all business forms and letters in legible type: AmeriSpec services provided by independently owned and operated franchises.

17 Stationery and Business Cards Note: Following is the list of acceptable speciality services that may be listed on the back of business cards. Any not included on this list must be approved by your BDM. Radon Energy Audit Water Mold Septic Carbon Monoxide Lead-Based Paint Pool/Spa Irrigation Systems Commercial Property Inspections Roof Exterior Insulated Finish System (EIFS) Please visit the Marketing Gateway through AmeriSpecLink.com to connect with our approved stationery vendor. If you do not wish to print your stationery items through our approved vendor, you must have your pre-press files approved by your BDM prior to printing. Letterhead (40%) Business Card (100%) Envelope (40%) 17

18 Websites and Online 8.1 Websites and Online Applications All AmeriSpec franchise online activity (including but not limited to: websites, s, social media, blogs, chat rooms, domain names, etc.) must contain the following elements: AmeriSpec Inspection Services (preferred) or AmeriSpec Home Inspection Service logo prominently displayed on all pages. You may use geographic or time references like Serving XYZ for years, but all statements must be factual and claim only contractual territory. You may indicate cities, states or counties in which work has been or is currently being performed, but you may not mention the names of national accounts clients. Copyright statement on every page: Legal statement on every page: AmeriSpec services provided by independently owned and operated franchises. Availability of services may vary depending on location. Copy must represent only the services defined in the franchise agreement, including related fee-able services and subcontracted work. Color palette should reflect AmeriSpec colors. Other colors must be approved by your BDM working with the Marketing Department. Special offers and coupons must be legally compliant, current and contain the disclaimer Only valid at participating locations. Offers must contain an expiration date. Personal release forms must be on file for all photos (not including corporate photography), quotes, testimonials or other non-proprietary elements used in online activity. (You can obtain a personal release form on the BOSS.) Must use consistent font style(s), type(s), color(s) and size(s) throughout preferable 9 to 12 point type. 18

19 Domain Names and Social Media 8.4 Domain Names AmeriSpec provides a free website to all franchisees. Franchisees have the option to choose from between two domain names using the following naming convention: (e.g., or number (e.g., Social Media When using social media sites like Facebook and Twitter, similar rules apply. Please see the Social Media Guidelines for more specific information on usage and naming conventions. 19

20 Building and Vehicle Signage 9.1 Building Signage Signage is key to creating a professional appearance, both inside and outside your office location. In many cases, signage may provide the first impression of a business. Because building rules vary significantly, you should work with your landlord and/or within municipality rules to determine what type of sign is needed. The Home Office can help you should you be in need of artwork to have a sign created. Barring building rules, your logo should use the copyrighted AmeriSpec logo in our signature colors, black or reversed white. 9.2 Vehicle Signage For use in your business, you must have at least one sales and service vehicle painted white and identified with the proper AmeriSpec decal kit. Any other sales or service vehicle must also be in white color and identified with the proper AmeriSpec decal kit. Magnetic signs are not acceptable means of identifying a vehicle. Service descriptors provided by the Home Office to our approved vendor also may be added to the vehicle, space permitting. The acceptable list is below: General Home Inspection Energy Audit Radon Water Mold Septic Carbon Monoxide Lead-Based Paint Pool/Spa Commercial Property Inspections Roof Exterior Insulated Finish System (EIFS) Please visit the Marketing Gateway to connect with our approved vehicle signage vendor. If you choose to use decals/signage from another vehicle vendor, you must have your design pre-approved by your BDM. 20

21 Vehicle Signage 21

22 Appearance 10.1 Overall Appearance It is expected that anyone performing services under the AmeriSpec name will wear appropriate attire for the position and/or job description. Inspectors, franchise owners and others representing the AmeriSpec name should look neat, well-groomed and professional Inspector Uniform Inspectors should wear either a red, blue, gray, black or white polo style or button down shirt with an AmeriSpec Inspection Services (preferred) or AmeriSpec Home Inspection Service logo. The shirts should be worn with either khaki, black or gray pants. Blue jeans are not acceptable. Denim work pants in khaki, black or gray are allowed. Because of the nature of our work, it may be prudent to have inspectors carry an extra shirt if they will be seeing more than one client in a day. This will allow them to freshen up between appointments when necessary. Coveralls may be worn during an inspection, but inspectors should avoid donning them until after greeting the customer Franchise Owner and Administrative Personnel Attire While there is not an official uniform for franchise owners or members of their administrative staffs, they are strongly encouraged to wear an AmeriSpec button-down shirt (for men) or blouse/cardigan (for women). Polo shirts are discouraged for franchise owners who are making professional presentations on behalf of AmeriSpec. Remember, when presenting to other business people, your attire should, at minimum, mirror the attire of those attending the meeting. If you would like to wear something a little dressier or would like the flexibility to wear a wider array of clothing, consider purchasing a pin with AmeriSpec on it that you can wear with jackets, sweaters, etc. Looking professional gives you one less hurdle to jump over when trying to sell your service. Please visit the Marketing Gateway to connect with our approved uniform and administrative clothing vendors. 22

23 Appearance Since there is no official uniform for AmeriSpec personnel (other than inspectors), it s important to ensure that any member of your staff who interacts with prospects and clients represens the brand professionally. The photos on this page represent a variety of looks appropriate for those representing AmeriSpec in the marketplace. Remember, an inspector may want to use coveralls when performing the actual home inspection. 23

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