B RA N DI N G
B RI EF
I N T R O D U C T I O N The purpose of this Branding Brief is to support our marketing and communication goals with resources and tools that portray a consistent image. This will give Pli-Dek a uniform corporate identity, greater visibility and more powerful marketing possibilities. It highlights our interaction as a team with tips on both how to portray our company internally and communicate about our company externally. Above all else, this tool will allow us
 to become familiar with Pli-Dek’s brand, which will inform all of our communication decisions, and will be essential for developing authentic, distinctive materials that resonate with our target audience.
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O P E N
L E T T E R
T A B L E
O F
C O N T E N T S
Brands are promises that consumers are led to believe in by creating trust and emotional attachments. Great brands aren’t just known, they are trusted. When people are aware of your brand, they are aware of the positive characteristics for which you stand. Long before they get ready to make a purchase, they feel they know who you are and what unique value they can count on your company to deliver. Consistency is essential to maintaining an identity like this; thereby enhancing the overall image of an organization. This is
B R A N D D E V E L O P M E N T ................................................................................................. 6
particularly true for an organization such as yours with widespread partners around the globe. A cohesive
Branding Phase One .................................................................................................................. 6
brand is an important tool with which you can foster your sense of mission and community, and also relay to
Must-Have Checklist ................................................................................................................... 7
your external audiences that you are a well-run and integrated organization.
C O M M U N I C A T I O N C H A R T ..........................................................................................8 Brands grow from the top down, and from the inside out. What that means is the Pli-Dek brand needs commitment from the highest levels of leadership, as well as support from employees in every department
A R C H E T Y P E S .........................................................................................................................9
and at every point of the organizational chart. Great brands are expressions of the vision, mission and core values established by leaders. Therefore, leaders need to head-up the branding effort. This manual
L O G O S T Y L E G U I D E .......................................................................................................12
is not expected to be an overnight change, however, we urge you to adopt the new guidelines as soon as is practical so that you begin signaling a reinvigorated and updated organization. The more consistently the brand is applied, the more value it conveys to all your current and potential customers. We hope these guidelines will prove useful and convenient to utilize, as we believe they will help your organization create the best possible communications.
Sincerely, Justin Lawler, Owner- The Creative Bar U N D E R S T A N D I N G
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P L I - D E K M U S T - H A V E
C H E C K L I S T
BRAND DEVELOPMENT
• Emphasize innovation from the stance of problem solving.
At The Creative Bar, we believe the design process is a collaboration that fuses our creative strengths with our
• Communicate credibility and expertise through shared experiences and testimonials.
client’s in-depth understanding to produce communications that are top-shelf. Our approach to branding and
• Relate to our individual audiences as either citizens of the industry or fellow businessmen.
marketing Pli-Dek applies a honed methodology to ensure all efforts are reaching the intended demographic.
BRANDING PHASE ONE. UNDERSTANDING - WHERE THE BRAND CAME FROM AND WHERE IT SHOULD BE In this initial stage, we form the foundation of the new brand. This important step has involved key Creative
• Establish trust by communicating our commitment to customer support. • Provoke change in the thought process of the consumer to consider our products as a viable option by showcasing our unique technology.
PA R T 1 . P R O B L E M + P L I - D E K = S O L U T I O N
Bar team members working directly with key stakeholders at Pli-Dek. The Creative Bar has looked at the current brand’s position in the industry, and has evaluated the current competitive situation, advertising and messages, environment, and perceptions of influencers. This phase involved in-depth interviews, branding exercises, and ended with the enclosed discoveries.
When it comes to commercial waterproofing, few brands offer any real competitive advantage, leading to an industry afraid of change and inundated with outdated mindsets and even lesser developed products. PliDek has innovated waterproofing solutions that are not only safer and more effective than their competition, but come with the support and expertise to prove it. With years of experience in the industry, Pli-Dek prides itself on a commitment to quality, customer satisfaction, and the proficiency to see them through from initiation to well beyond the completion of each job.
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C O M M U N I C A T I O N
W H AT A R E ARCHETYPES AND HOW CAN THEY HELP?
C H A R T
Archetypes embody the universal stories and journeys that all human beings share: the story of the Alchemist within the fairy tale of Rumpelstiltskin, the Hero’s journey in Shakespeare’s Henry V, the story of the Lovers in Nick Bantock’s Griffin and Sabine, the archetypal depiction of the Ruler King Arthur in Camelot, to name a few. EXECUTIVE
C O M M U N I C A T I O N
FIELD
C O M M U N I C A T I O N
SALES
DEPLOYING AN ARCHETYPE BRAND. Branding and all its related disciplines – marketing, naming, advertising, design – must acknowledge
BUILDERS
CONSULTANTS
LITIGATORS
CONTRACTORS
ARCHITECTS
APPLICATORS
DISTRIBUTORS
SALES REPS
the responsibility of its enchanting tendencies. If we accept that the archetypal landscape contains the most broad and diverse stories shared by all of humanity, then the mandate for mindful application should be self-evident Archetypal stories ignite emotional responses that run the full gamut. Its the difference between a bottle of soda
PA R T 2 . S O L U T I O N + B R A N D P O S I T I O N I N G = O R G A N I Z AT I O N I N C O M E
and a bottle of Coke.
uses a consistent voice and evolves from a central brand idea. Clear and consistent are the qualities that ensure all the pieces meld in a way that feels seamless to the customer. Once solid brand positioning is set,
WHO PLI-DEK IS CITIZEN The Citizen is driven by a deeply instilled sense of personal integrity, fairness, equity, and responsibility to the community. This archetype’s identity is shaped by the experience of being a
Using archetypes will help guide Pli-Dek in telling its story within the industry and target
Pli-Dek is clear about its positioning and how it wants to be perceived in the market. Every communication
A R C H E T Y P E S
peer rather than a subject or ruler. The Citizen believes in and
market. Archetypes also help create the
works to manifest values that are higher than profit or individual
personality of Pli-Dek—something people can
gain. Meaning is found in the personal sense of alignment
relate to and see value in as the get to know the company.
between beliefs and action. Seeing the value in the collective,
the consumer will be made aware of what products they should purchase and why, resulting in customer
the Citizen trusts in the inherent good of human beings to
loyalty.
contribute positively to society.
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W H AT P L I - D E K D O E S VISIONARY The Visionary is a brilliant strategist and can imagine possibilities that reach beyond the scope of any one individual life to benefit all of society. Characterized by great imagination, insight and boldness, this archetype thinks in systems and can synthesize multiple data points. Somewhat paradoxically, the Visionary can be remarkably humble, acknowledging the gift of foresight as given rather than owned. The Visionary has the wisdom to imagine the promise and potential on behalf of the greater good.
ENGINEER The Engineer is curious and looks to find solutions to everyday problems. Eminently practical, this archetype converts creative energy into practical expression, and is results driven and delivery oriented. Interested in patterns, the Engineer demonstrates the value of a structured approach to problem solving. This archetype prefers to work methodically, to stay calm and to avoid intuitive leaps. The Engineer is a good team player, placing high value on collective work that is focused toward an outcome. As its core, the Engineer is a systems specialist.
HOW PLI-DEK DOES IT GUARDIAN A chameleon at heart, the Shapeshifter can move in and out of any situation with ease and style. Sometimes acting as a catalyst to help others get past their obstacles, the Shapeshifter challenges them to question their assumptions and beliefs. Changing roles and personality characteristics are hallmarks of this archetype. The Shapeshifter is highly adept to molding into whatever a given situation requires in order to energetically move people and circumstances toward greater understanding or resolve.
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O U R
L O G O
A L T E R N A T E
U S E S
The Pli-Dek logo is a visual representation of our
In the event that alternative layouts or colors
brand’s personality and character. The strong
are needed for marketing collateral, the
bold letters shifted in an italicized direction,
following are approved for use.
emphasize our confidence and experience in the industry, as well as our forward thinking product solutions. Our color palette consists of blue, which evokes feelings of trust and wisdom, while our use of gray grounds us conservatively and hints at the use of modern technology. Together with a more definitive strapline, our logo displays our competitive advantage in the industry.
FULL COLOR The preferred Pli-Dek logo is the full color version combining the specified colors
BLUE C
100
M
86
Y
14
K
4
C
68
M
60
Y
65
K
55
L I G H T G R AY
specifications require different interpretations
C
13
of the logo type colors. The pantone, 4-color,
M
11
and websafe RGB equivalents are listed beside
Y
12
each color.
K
0
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Pantone: 661C
G R AY
listed below. Different Media and printing
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We b -sa fe R G B #003494
We b -sa fe R G B #373935 Pantone: 447C
We b -sa fe R G B #DAD8D6
ONE COLOR - WHITE
ONE COLOR - BLACK
When the occasion calls for a white
When the occasion calls for a black + white
application against a dark background,
application, such as a newspaper ad or
such as a sponsor banner or magazine
faxable stationary, the above option may be
ad, the above option may be used. Avoid
used. Avoid grayscale interpretations.
grayscale interpretations.
Pantone: Cool Gray 1C
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R E S O U R C E
DO NOTS
C E N T E R
Please adhere to the following logo guidelines when using the Pli-Dek logo in application. For examples of correct logo usage, please refer to application examples below:
WHO SHOULD USE THIS GUIDE? This guide is intended for all Pli-Dek employees and their creative vendors especially those businesses marketing the organization. WHERE CAN I GET ELECTRONIC ARTWORK OF THE PLI-DEK LOGO? The Pli-Dek logo and tagline artwork can be emailed to you by Pli-Dek. Please contact PliDek at 1-800-364-0287. 1) Unless absolutely necessart, do not use the logo without the “strapline.“
2) Do not place the logo on busy or poorly contrasted areas of a photograph. Select an area that provides easy readability.
CAN I USE THE PLI-DEK LOGO WITHOUT THEIR PERMISSION? Yes, although any application of the Pli-Dek logo should follow the graphic standards set forth in this guide. Pli-Dek asks you to carefully consider how you intend to use the logo—does it reinforce the organization’s brand position? Consult with Pli-Dek if you have questions about the appropriateness of your planned logo application.
ARE THERE TIME CONSTRAINTS ON USING THE GRAPHIC S TA N D A R D S ? No. Applying these graphic standards in a consistent manner over time will help develop 3) Do not alter the logo color. Always adhere to approved logo colors on previous page.
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4) Do not skew or alter the logo to fit into spaces Always size proportionately.
a recognizable brand for the organization.
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CAN I USE THE BRAND POSITIONING STATEMENT AS COPY IN MY MARKETING MATERIALS? Using the brand positioning statement copy (or portion thereof) is not recommended. The statement was written for an internal audience of the Pli-Dek organization members and marketers.
WHERE CAN I GET THE PHOTOGRAPHY AND OTHER ELEMENTS USED I N T H E B R A N D S TA N D A R D S G U I D E ? Some items in this guide can be provided by Pli-Dek. Contact Pli-Dek for more details.
YOUR PLI-DEK CONTACT: If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact Pli-Dek at 1-800-364-0287
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