BRANDING GUIDE
THE BRAND
Braswell & Son is not your typical pawn shop. Our values separate us from other all other pawnbrokers. Our entire organization is committed to empathy, integrity, passion, community, and consistency. Our dedication to our customers goes beyond servicing their needs. When our customers visit a Braswell & Son location, they become part of the family. We strive to ensure a lifetime of helping anyone who walks through our doors.
We always want to connect the brand to the luxury lifestyle. This guide will help you navigate the do’s and don’ts of brand usage and keep a consistent, sophisticated, luxury look that we strive for everyday.
MISSION VISION
We are pawnbrokers dedicated to building lasting relationships while meeting short term needs in a positive atmosphere.
Braswell & Son will dominate the Arkansas & Tennessee markets by driving customer engagement, expanding our reach, and being an employer of choice.
VALUES
Empathy: showing understanding and respect
Passion: driven to exceed expectations
Integrity: Being trustworthy and honest in all we do
Community: responding to people’s needs in store and beyond
Consistency: applying our customer service standards 100% of the time
BRASWELL AUTHENTICITY GUARANTEE (B.A.G)
The Braswell Authenticity Guarantee is a program ensuring our customers that all products sold are, in fact, authentic. We have strict procedures, tools, and training that all employees complete in order to provide knowledge, certification, and reassurance that we will not and do not sell fakes.
LOGO
Our logo is a visual representation of our company and brand. When we’re all consistently using the same logo it ensures strength and recognition, which reinforces dependability and trust in our consumers’ minds. When we manipulate the logo and are inconsistent, we weaken the brand and the chance to defeat our competitors.
Make sure to respect the space around the logo, the color scheme, and the overall integrity of the logo. The space surrounding the logo is called the “White Space.” The minimum distance between the logo and anything else must be the size of the “E” in Braswell. This rule applies regardless of the size of the logo.
USAGE
CORRECT USAGE INCORRECT USAGE
Braswell and Son
SECONDARY LOGOS
Our secondary logos can be used for branding purposes to convey additional information not contained in the primary logo. Please contact Marketing prior to using a secondary logo.
S HOP B RASWELL . COM
SPECIALTY LOGOS
Specialty logos are used for events or programs that are promoted by Braswell & Son.
BRASWELL AUTHENTICITY GUARANTEE
SOCIAL MEDIA LOGO
The social media logo should be used on all Braswell & Son social media accounts. This logo was designed to keep our branding intact while displaying our full name in a circle format for all social media pages.
TAGLINE
Taglines are important because they attract consumers’ attention. When consumers hear our tagline, they get a clear idea of our products’ benefits. Our taglines help differentiate our brand from others by stating an advantage or benefit we have over others with similar products. They are also used to reinforce our core values and give us an identity. When reading our tagline, consumers learn what we stand for and can better decide if we’re a company they can relate to and support.
COLORS
In marketing, color can impact how buyers perceive different brands and products. It’s crucial to have and use the tones that align with our goals and target audience - and we’ve done just that!
Color often determines a consumer’s first impression of a brand or product. Consumers attach feelings they have about certain colors (e.g., black and gold as luxurious) to products and that influences their perception of our brand.
PRIMARY COLORS
SECONDARY COLORS
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HEX: 236a1c
HEX: adaba1
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TYPOGRAPHY
Typographic consistency across different communication channels establishes a sense of empathy and loyalty between the brand and its audience over time. Trajan Pro 3 Semibold is our brand’s primary typeface (see example below “Find her new favorite”). Agenda is our brand’s secondary typeface and is to be used as a complementary font to Trajan Pro 3 Semibold (see example below “Designer brands are in...”). These fonts were chosen because they have a classic look, a timeless feel with strong lines, and are easily read.
Trajan Pro 3 Semibold
VIDEOGRAPHY
Videography, much like photography, should be of the highest production values and tell a compelling story. When used properly, the use of video will greatly enhance our message and reinforce the quality and confidence consumers have developed in our brand.
When used incorrectly or done in a slaphazard manner (e.g., bad camera work or editing, low quality equipment or lighting, and poor attention to detail), a single minute of video can destroy everything we’ve built over the past forty-five plus years.
PHOTOGRAPHY
Photography should be used to express feeling and make material more relatable and attractive to consumers. Photographs should make sense in the context they are being used and help to bring a flyer, email, or sign to life.
There should also be a balance of subject matter between genders, ages, and ethnicities. We want to be relatable to as many demographics as possible. Ask yourself, “Does this photo tell a story?” The photography needs to help set the tone for the message.
TONALITY & MESSAGING
Our tone needs to be encouraging and concise but still provide enough information to be informative and helpful. We want people to trust us and feel we are experienced and understand their individual situations.
tonality[toh-nal-i-tee]
noun, plural to·nal·i·ties.
1. Music .
a.the sum of relations, melodic and harmonic, existing between the tones of a scale or musical system.
b. a particular scale or system of tones; a key.
2. (in painting, graphics, etc.) the system of tones or tints, or the color scheme, of a picture.
3. the quality of tones.
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