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The Bray & Company Brand Identity: Trademark and Graphic Standards manual is periodically updated. If you have any questions regarding this manual, contact the Bray & Company Marketing Team.
Any requests for exceptions to these rules and standards must be submitted to the Bray & Company Marketing Team:
Bray & Company Marketing Team 1015 N 7th Street Grand Junction, CO 81051 970.242.3647 | marketing@brayandco.com
Bray & Company, LLC is an Equal Opportunity Employer and supports the Fair Housing Act. © 2024 Bray & Company LLC. All rights reserved.
OUR MARK - THE “B”
Our mark features a visual icon that sets us apart - the “B”.
Not only representing the word “Bray” but the letter “B” itself embodies duality and balance as represented by its shape, symmetrical and balanced. Strengthened by its cursive nature, it represents a journey, signaling the passage from one phase of life to another causing both stability and change. It is the interconnectedness of opposing forces – a bridge – serving as a threshold where one ends, and another begins – it is the beginning. As you speak the letter “B” resonates with strength and resilience, echoing through words like “bold” and “belief.” Thus, the letter “B” emerges as a symbol of harmony, evolution, and inner strength in the tapestry of human connection.
that ‘s Bray
THE IMPORTANCE OF THE BRAND
Embodied in every Bray logo and mark is more than 75 years of brand equity and collective dollars spent on advertising and marketing.
Established in 1946, Bray & Co is the largest independent brokerage on the Western Slope of Colorado.
A leader in all things real estate – servicing the needs of buyers, sellers, investors, landlords, tenants, and homebuilders. Bray & Co has thrived through five local boom/bust cycles – uranium in the 50s, coal in the 60s, oil shale in the 80s, gas in the 2000s, COVID in 2020 and vows to still push forward, no mater what may come.
A comprehensive, corporate, and divisional brand identity, our guidelines have been created to help capitalize on the brand’s strength.
The brand identity system includes logos, colors and typefaces. The guideline also addresses the brand voice, or style in which Bray & Company communicates with the public.
Developed for all who have an interest in the success of the Bray & Company brand, these guidelines apply to the creation of signs, print ads, websites, posters, business cards, stationery and other materials.
THE IMPORTANCE OF TRADEMARK STANDARDS
At it’s core, trademark standards serve a single, invaluable purpose: protecting the brand. WHY IS BRAND IMPORTANT?
The Bray & Company brand is more than a name, a logo or a collection of products and services. It’s how people think and feel about the company. It tells our story. It reflects our personality, dedication to clients and commitment to excellence.
The Bray & Company brand is one of our most valued assets. And it’s up to every Bray & Company Affiliate to help protect it.
When you adhere to trademark standards, you not only leverage the full power of the brand for your own business, you also build upon its power and influence.
This manual provides guidance for communicating the brand promise and personality – and the common vision shared by Bray & Company – in a way that benefits all.
STANDARDS COMPLIANCE AND TRADEMARK VIOLATIONS
The misuse of the Bray & Company brand negatively impacts everyone in at Bray & Company and we must stand and guard it.
You are encouraged to contact the Bray & Company Marketing Team with any questions about the standards or to share information about non-compliance. We rely on you to defend the marks against infringement and dilution. If you see outside organizations or individuals using the wrong Bray & Company trademarks, please report immediately to the Bray & Company Marketing Team.
STANDARDS NON-COMPLIANCE VS TRADEMARK INFRINGEMENT
There are differences between standards non-compliance and trademark infringement:
IMPROPER USE BY A BRAY & COMPANY AFFILIATE IS STANDARDS NON-COMPLIANCE:
• Tends to be unintentional.
• Examples include improper signage, unauthorized variations of logos and marks, improper usage of marks and logos.
UNAUTHORIZED USE BY SOMEONE OUTSIDE THE BRAY & COMPANY NETWORK IS TRADEMARK INFRINGEMENT:
• Tends to be intentional.
• Use familiarity of the brand and marks to deceive consumers.
Report potential trademark infringement to marketing@brayandco.com
BRAND VOICE
is all about the
EXPERIENCE
you promise to deliver for clients.
Brand Voice
What is this, and why should it matter?
The simple answer is a “brand voice” is the distinct personality that a brand has in the communication and connections it creates with clients.
That means that a brand voice might not be in all marketing or sales materials, but will appear in any content that directly addresses clients.
This document will outline the sound of the Bray & Company’s voice and provide guidelines for how to express it.
So, what does our voice sound like?
Our voice reflects the personality of the Bray & Company brand. Our brand should be reflective in our core values.
We are DRIVEN to meet the need of our clients, customers, by providing EXCEPTIONAL EXPERIENCE, with a commitment to DOING WHAT’S RIGHT, through an environment of RESPECT and SUPPORT for each member of our TEAM, as well as supporting our COMMUNITY.
FAMILY, INTEGRITY, COMMUNITY, EXCEEDING EXPECTATIONS & DRIVE
Our voice simply brings those attributes to life.
FAMILY
We are a company who values family above all else. Four generations later, our commitment to family at home, at work and with our clients is at the center of who we are as a company and as a brand.
INTEGRITY
Our integrity is a value we hold dearly. All aspects of real estate depend on that, and we try to set the bar high. We want our clients, family and friends to know that when you work with our company, we will always do the right thing in the right way.
Understand
“WHY”
Understand your “WHY” Focused & Committed Purpose in What You Do
Right Thing Your Word Responsibility
COMMUNITY
FAMILY
Share Our Time & Talent Ownership in Community Giving is Fulfillment
COMMUNITY
EXCEEDING EXPECTATIONS
Above All Else Support & Respect Always a Kind Word
FAMILY
INTEGRITY
COMMUNITY
Do the Right Thing Live Up to Your Word Take Responsibility
INTEGRITY
DRIVE
Understand your “WHY” Focused & Committed Purpose in What You Do
Our commitment to our community is integral to who we are. From giving back to our community through charities and foundations, to being involved in local events, we want everyone in our community to know that we are a trusted company and brand who has been and will always be focused on community and all those in it.
Above All Else Support & Respect Always a Kind Word
Do the Right Thing Live Up to Your Word Take Responsibility
Share Our Time & Talent Ownership in Community Giving is Fulfillment
COMMUNITY
EXCEEDING EXPECTATIONS
Share Our Time & Talent Ownership in Community Giving is Fulfillment
Exceptional Service Little Things Matter Customized Exeperience
Exceptional Service Little Things Matter Customized Exeperience
DRIVE
Understand your “WHY” Focused & Committed Purpose in What You Do
EXCEEDING EXPECTATIONS
EXCEEDING EXPECTATIONS
Our company, agents, and employees are focused and committed to serving the needs of clients and the community. Our purpose is to serve as a resource in the community and to always be the trusted name of service and excellence.
Understand your “WHY” Focused & Committed Purpose in What You Do
Lastly, our drive to exceptional service should always be prevalent in everything we do, from answering the phones, to assisting clients with a rental house, to signing contracts – everything we do matters and the way in which we go about our tasks and business matters too.
we are family
we are consistent
SIGNATURE ELEMENTS
The logotypes shown here along with the “B” icon is the single most important expression and form the core of the Bray & Company brand.
The Bray & Company All Things logotype runs in Primary Dark Blue with the interior of the “B” in the Light Blue. Regardless of the division, all Bray & Company logos and illustrations must always display dark blue letters with the light blue interior in the “B”. The Bray & Company logotype can also be used in any one solid color (such as all-white or all-black). In such applications, all the letters and the “B” element must be the same color.
The new Bray & Company corporate logo features the well-known signature “B”, the “Bray & Co” word mark, with the added the corporate division of “All Things Real Estate.”
All Bray & Company divisions have all be given signature colors and names. The brand refresh and updated logos are now exclusive with all communications – no old logos should be used in their place.
BRAY CORPORATE LOGO
The Bray Corporate logo should be used whenever speaking about Bray All Things Real Estate as a whole. This will be the logo featured at events, advertisements and sponsorships. This logo should be used on a white background at all times. If the design requires a colored background, substitute this logo for a reverse white only logo as shown below.
REVERSED WHITE & BLACK LOGOS
B&W logo versions can be used for print advertising to allow for colored backgrounds as needed, promotional items, mailers or other practical applications.
LOGO SIZE & SPACING
The new Bray logo and any Bray Divisional Logo must stand out to communicate effectively. When positioned too close, elements such as borders, graphics and text will distract the viewer and diminish the signature’s impact.
For this reason, clear space surrounds the Bray signature. And, for flexibility, both preferred and minimum clear spaces are specified.
CLEAR SPACE
The Bray & Company logotype always appears with space around it. When the Bray & Company logotype is accompanied by any graphic element or type, the bordering space on all four sides must be at least half the height of the letter “B” in Bray. Separate clear space requirements apply to the Bray & Company divisions.
SMALLEST SCALABLE SIZE
The smallest allowable size in width for the Bray & Company logotype is 3/4". For situations when “Bray” must be rendered smaller than minimum size, either use plain text or contact the Bray & Company Marketing Team marketing@brayandco.com for assistance.
This icon is not to be used as a replacement for the full Corporate Logo. Approved uses for the “B Family” include:
• As a graphic design element on all advertising materials that are created and approved by the Bray Marketing Team
• As an online photo such as Facebook or Google where a small icon is required. In this instance, the full color B icon should be used and attempt to find a second location where the full logo can also be displayed
• As an app icon
• As appropriate for promotional items
If used as a graphic design element it is OK to enlarge, crop or adjust the position of the B family; however, the B itself should never be stretched or distorted.
Do not place the “B” in any shape, including a box; the box shown here is included only to illustrate a white logo on a dark background.
ONE COLOR - BLACK TWO COLORS
ONE COLOR - WHITE
THE SCRIPT “B”
The script “B” is only to be used for design purposes and not to replace the logo. It can be minimally cropped, however 80% of the “B” must be visible. The opacity can also be changed for the design, in the example of a watermark Acceptable uses: watermark, large design element.
ACCEPTABLE EXAMPLES
Do not place the “B” in any shape, including a box; the box shown here is included only to illustrate a white logo on a dark background.
ONE COLORNAVY
ONE COLORLIGHT BLUE
ONE COLORBLACK ONE COLORWHITE
BRAY & COMPANY
The Bray & Company logo is only to be used for specific design purposes and not to replace the logo. Acceptable uses: promotional products, various design elements (please see marketing team for approval)
STACKED LOGO
The stacked Bray & Company Corporate logo should be used minimally and only approved by the marketing department. The only acceptable use for the logo is if spacing or the design is not ideal for placement. The main horizontal logo should be used at all times.
ONE COLORBLACK
ONE COLORNAVY
ONE COLORWHITE
BRAY & COMPANY
This logo is used for all corporate marketing collateral and products. It is to be used when speaking of the whole company and not just one division.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
BRAY REAL ESTATE
This logo is used for all residential real estate transactions including farms, ranches and land.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 18, 79, 100, 7
RGB: 194, 50, 0
PMS: 167C
HEX: c15527
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
BRAY COMMERCIAL
This logo is used for all commercial real estate projects.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 75, 24, 100, 9
RGB: 58, 176, 0
PMS: 363C
HEX: 4a8b2c
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
BRAY BUSINESS ADVISORS GROUP
This logo is used for all business advisors group projects.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
CMYK: 41, 78, 66, 45
RGB: 83, 31, 48
PMS: 1817
HEX: 653334
BRAY PROPERTY MANAGEMENT
This logo is used for all property management projects.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 57, 47, 48, 14
RGB: 94, 116, 114
PMS: 424C
HEX: 707272
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
BRAY CONSTRUCTION & MAINTENANCE
This logo is used for all construction and maintenance projects.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
CMYK: 37, 87, 53, 25
RGB: 120, 25, 90
PMS: 506C
HEX: 87364e
BRAY REAL ESTATE DEVELOPMENT
This logo is used for all real estate development projects.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
CMYK: 24, 91, 78, 16
RGB: 163, 19, 47
PMS: 1807C
HEX: a8353a
Caring for our HOME Community
BRAY CARES FOUNDATION
This logo is used for all Bray Cares Foundation projects, the logo can be used with or without slogan.
CMYK: 99, 84, 45, 51
RGB: 1, 20, 69
PMS: 289C
HEX: 0a233f
CMYK: 0, 35, 90, 0
RGB: 255, 166, 25
PMS: 130c
HEX: ffa619
CMYK: 54, 32, 11, 0
RGB: 117, 173, 227
PMS: 652C
HEX: 7c9abf
typography
CORPORATE TYPEFACES
The right typeface reflects – and protects – the integrity of the brand, while remaining flexible across different communication channels.
The Bray & Company primary typography is modern and confident, the secondary typography is classic and traditional, reflecting the core values of the brand.
The Frutiger and Baskerville typefaces are recommended for advertisements and communications, as well as for office name logos and office signage.
The primary font - Frutiger - should be used in headlines.
The secondary typeface - Baskerville - is best suited in body copy and other applications. Thin, bold, italic and other variations are all acceptable for use.
Primary: Frutiger
Frutiger Regular
Frutiger Bold
Secondary: Baskerville
Baskerville Regular
Baskerville Italic
Baskerville Semibold
Baskerville Semibold Italic
Baskerville Bold
Baskerville Bold Italic
Call Outs: Tantinotes
Acceptable call out fonts in Canva: Mistrully, Themysion, Twister, Majesty
THE SIGN
GENERAL GUIDELINE FOR BRAY & COMPANY SIGNS
Using standard Bray & Company signage is crucial. The sign is perhaps the most visible display of the Bray & Company brand. The design of the sign may not be used for any property signage other than for-sale, for-lease, open-house or directional signs. Standards are strict for the Bray & Company Property Signs.
Affiliates may not use real estate “For Sale” signs other than the Bray & Company Property Signs or the Bray & Company Commercial, when appropriate.
For use only on a very temporary basis while a new Affiliates waiting for his/her signs to arrive, brokers are permitted to obtain a limited number of Bray & Company Property Signs by approved vendors that may vary in some respects, contact your marketing team with any questions. Otherwise, the standards cannot be modified except as outlined in this manual.
State advertising requirements: With the design of the Bray & Company Property Signs, Colorado compliance states require that the licensed brokerage’s name be more prominent than the Associates or team’s name, since the listing is offered by the brokerage. The brokerage phone number shall not be omitted from the sign. The agents name and phone number can be added via rider.
For the residential signs: The REALTOR® logo as well as the Fair Housing logo must also be on the sign.
Information in this manual regarding state signage requirements is for your use only. All Bray & Company Affiliates are responsible for making sure their signs comply with the applicable local requirements and should watch for changes. If you become aware of changes to the advertising requirements, please let us know by emailing marketing@brayandco.com.
MATERIAL: Any appropriate material can be used, metal is preferred. If Affiliates orders and purchase their own signs they should select material for durability, appearance, ease of handling and storage, flexibility of general use and local climate.
DIMENSIONS: Signs should always maintain the proportions shown in this section: 2x2 for residential signs and 4x4 for commercial signs. A 24" x 18" sign is an approved variation, but is discouraged. Due to size constraints, 24" x 18" signs may not be used for photo signs.
FRAME: A full white angle-iron frame is preferred, but a black frame is permitted.
TYPE: Frutiger Bold for all text.
TEXT: Dots are required to segment the number (rather than parentheses or hyphens).
COLORS: See the Bray & Company colors (Bray Navy, Bray Residential Orange, Bray Commercial Green, Bray Property Management Gray, Bray Construction & Maintenance Maroon, Bray Development Red) in the Bray & Company Color Palette on page 23 and the Bray & Company logo requirements on page 18.
THE NAVY BLUE BAR – LISTING INFORMATION: The center section of the navy bar announces the real estate offering. It will most commonly say “For Sale,” but it may include such terms as “For Rent,” “For Lease,” “Available” or “Managed By.”
THE WHITE SECTION: The middle section includes the Bray & Company logo and the website. The commercial signs includes the office phone number, the agent name and phone number are added to the bottom of sign as an included rider. The residential signs includes a 10% opacity Script “B”, the REALTOR® logo, and Fair Housing logo. The Property Management includes the 10% opacity Script “B”.
FOR PERSONALIZED SIGNS: Allowances have been provided for a photo and logo or just the associates logo. The associates photo and logo or logo only is to be added under the Bray & Company logo and phone number. The Bray & Company logo and phone number must be bigger than the logo and agent photo. The agents name, phone and/or website can be added via rider.
ASSOCIATE PHOTOS: Associate photos are allowed. If included, a photo must be placed in a circular frame. Additional requirements applicable to all Associate photos (including those featured on directionals or riders):
• Professional business attire is required. Sleeveless attire is not permitted.
• No more than 2 people may be featured in a photo.
• Photos must be cropped at the waist or higher.
No full body images are allowed.
• Caricatures, personal logos and other similar designs are not permitted.
THE BRAY COLORED DIVISION BAR: This bar identifies the Bray & Company office phone, and is reserved for office-related information.
For Residential Signs: It must be the office phone number or office website.
For Commercial Signs: It must be the agents name and phone number.
For Property Management, Development or Construction & Maintenance: it must be the office phone number.
STANDARD
DESIGN - 24” WIDE X 24” TALL (2’ X 2’)
A Border: Full bleed
C
B For Sale: Frutiger Bold. 310 pt. All Caps. White type.
The Navy Bar: 24” wide and 5” tall. Bray Navy
D Script B: 13.5” x 16.5” flush with the navy bar, below and behind the orange bar. 10% opacity.
E Bray Logo: 23.3” x 6.9” middle aligned, no shadow.
F Bray Website: Frutiger Bold. 134 pt. Bray Navy.
G
F Compliance Logos: 2.3” x1.3” Combined. Black.
Division Bar: 24” wide and 5” tall. Bray Color Division
F Office Phone: Frutiger Bold. 272 pt. White.
HORIZONTAL DESIGN - 24” WIDE X 18” TALL
A Border: Full bleed
B
C
The Navy Bar: 24” wide and 3.8” tall. Bray Navy
For Sale: Frutiger Bold. 255 pt. All Caps. White type.
D Script B: 9.6” x 11.7” flush with the navy bar, below and behind the orange bar. 10% opacity.
E Bray Logo: 22.3” x 6.6” middle aligned, no shadow.
F Bray Website: Frutiger Bold. 144 pt. Bray Navy.
G
H
F Compliance Logos: 1.5” x0.9” Combined. Black.
Division Bar: 24” wide and 3.8” tall. Bray Color Division
F Office Phone: Frutiger Bold. 236 pt. White.
PERSONALIZED DESIGN
- 24” WIDE X 24” TALL (2’ X 2’)
PERSONALIZED
DESIGN - 24” WIDE X 18” TALL
SIGN RIDERS - 24” WIDE X 6” TALL
All riders for the Bray & Company Property Sign should be printed in Frutiger Bold. An agent name or team may be used on either a top or bottom rider. All riders must be rectangular and must match the width of the sign (24") and can only be used on the standard on the standard sign.
SIGN RIDER
Color: Bray Navy is preferred, but Bray Residential Orange or Red, is acceptable.
Type: All Caps. Frutiger Bold. 190 pt. (varies)
Content: An Associate name or team name, Associate contact information or descriptive property information, such as “Sold,” “Just Listed,” “Will Build to Suit,” “Horse Property,” “Impeccable” or “Price Reduced.”
DIRECTIONAL SIGNS - 24” WIDE X 9” TALL
Signs used to direct consumers to a Bray & Company listings must include the Bray & Company logo including the Bray Navy and Bray Residential Orange bars, white arrow, and “FOR SALE”. Associate contact information is permitted, but not required. All other design and font standards, including the standards for using the horizontal bars or any other Bray & Company mark, must be maintained. No logos (including team and Associate logos), except as specified in this manual, may be used on any Bray & Company directional signs.
DIRECTIONAL SIGNS:
Color: Bray Navy and Bray Residential Orange, and White.
Type: FOR SALE - All Caps. Frutiger Bold. 195 pt. White. 0.86 Leading
Bars: 24” x 4.5” Bray Navy and Bray Residential Orange.
Arrow: 24” x 8.8”. White
Logo: 13.8” x 4.1”
PERSONALIZED DIRECTIONAL SIGNS:
Personalized Directional Signs are permitted, but content and design must be maintained, as shown above. The agents photo, name and phone number are permitted. An additional logo may be permitted at the marketing teams discretion. Please contact the marketing team with any questions.
24”
9”
OPEN HOUSE SIGNS - 24” WIDE X 18” TALL
Signs used to showcase that a Bray & Company listings are featuring an open house must include the Bray & Company logo including the Bray Navy and Bray Residential Orange bars, white arrow, and “OPEN HOUSE” and the Bray & Company phone number. All design standards must be maintained.
The open house sign is an a-frame tent sign unit that is lightweight and durable. It is 28” tall and folds flat for easy storage. The unit weighs 8.5 lbs. The powder coated a-frame prevents rusting and the polyethylene sign panel is printed on both sides.
OPEN HOUSE SIGNS:
Content: White sign with a Bray Navy arrow, and a Bray Residential Orange just below, shifted slightly down and to the right, the Bray Residential logo and the office phone number with dots in the Bray Residential Orange. The Bray Navy Open House Sign is allowed but not preferred.
Color: White sign with the Bray Navy arrow and Bray Residential Orange arrow and phone number.
Type: OPEN HOUSE: All Caps. Frutiger Bold. 234 pt. White. Office phone: 233 pt. Bray Residential Orange. Frutiger Bold Dots used - not hyphens.
Arrow: Bray Navy: 21.9” x 6.3” Bray Residential Orange: 21.9” x6.3’
Logo: 20.9 x6.1”
PERSONALIZED OPEN HOUSE SIGNS:
Personalized Open House Signs are permitted, but content and design must be maintained. The agents name is permitted, but the office phone must not be omitted. Additional items may be permitted at the marketing teams discretion. Please contact the marketing team with any questions.
marketing
INFORMATION REQUIRED IN ALL AFFILIATE MARKETING
Unless media-specific rules apply (as with property signs, mobile apps, or phone book listings), the following information must appear prominently on each piece of promotional material and all internet content:
A. The full name of Bray & Company
Every Bray & Company division operates under a trade name that contains the word “Bray & Company” such as Bray & Company Residential, Bray & Company Commercial, etc.
The Bray & Company name must appear prominently on all forms of communication and advertising materials (e.g., property signs, business cards, newspaper ads, etc.). Also, answer the phone with the office’s full trade name, such as “Bray & Company” “Bray.”
B. Contact information
Office address: Ordinarily, the postal address of the Bray & Company office should be included on all Bray & Company marketing.
The office address may be omitted from billboards, bus benches and other items where the practical ability to include more information may be limited, although the item may be large in size. It must be included, however, on all long-form marketing such as brochures, listing presentations, websites, social media, etc. and on all marketing outside the brokerage’s local market area.
Associate or team contact information: Associate or team contact information can be included only if contact information for the brokerage office is also included.
This includes phone number, website address or social media page, or email or social media identifier. Because it may not be clear that direct-line or “offsite” telephone numbers reach the Associate rather than the office, such numbers must be clearly identified as a direct line, residence or mobile phone, as the case may be. Affiliate marketing materials cannot contain a home address or any address other than the office address.
BRAND-ONLY MARKETING
Advertising that promotes only the overall Bray & Company organization – and not your personal business – falls into this category. Any marketing that identifies a team or Associate (either directly or indirectly) is not brand-only advertising and must comply with the rules for Bray & Company Affiliate marketing.
Bray & Company reserves the right to prohibit any brand-only advertising that does not serve the best interests of the Bray & Company organization. Affiliates are encouraged to seek prior approval before pursuing any non-conventional brand-only advertising. Sponsorships and endorsements are not eligible to be brand-only advertising.
BUSINESS CARDS & LETTERHEAD
BUSINESS CARDS & LETTERHEAD
Using a standard Bray & Company business card – regardless of division – is an effective way to reinforce and benefit from Bray & Company brand. The designs to the right represent best practices. Affiliates may also use other designs, but designs must meet all standards for use of the Bray & Company name and marks.
DIGITAL MARKETING
The rules for internet marketing reflect the same basic rules that apply to all Bray & Company advertising. This section covers rules for internet and website content, provides helpful advice for developing your internet marketing efforts, and covers special considerations and rules that apply to email addresses and social media identifiers, mobile applications and domain names.
INTERNET CONTENT RULES
The rules for traditional advertising also apply to internet advertising, including Affiliates’ social media and webpages. A Bray & Company branded website may not be used to promote a competitor, to advertise agent locator services, to sell nonreal-estate-related advertising on the site, or to offer services or products of an Affiliates other businesses, software or agent locator ventures. In addition, a couple of special considerations exist when Affiliates advertise on the internet. Affiliates must ensure that they and any web service providers they use comply with these requirements:
The first page (home page) of any Bray & Company branded website and Bray & Company branded webpages on third-party websites must display (and it’s recommended that sub-pages also display):
• The full Bray & Company name, positioned prominently so that customers will know that it (and not the team name or site name) is the name of the brokerage with which they are dealing.
• Contact information for the office, such as the office address, telephone number and email address.
• Domain names that include the Bray & Company mark and are associated with a website that is under construction or inactive, should point to www.brayandco.com (or bring up no content at all).
BRAY & CO honors its PEOPLE and CLIENTS by earning their trust every day, as they have done for the past 75+ years.
