OVERVIEW
The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of BB&S America’s brand - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, sample marketing materials, and additional factors to consider. This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote BB&S America.
INTRODUCTION
Welcome to the BB&S America Brand Guide—an insightful exploration of BB&S America’s core principles, unique advantages, and distinct personality. Discover the spirit of BB&S America and learn what sets it apart from the crowd.
By embracing these guidelines, grasping the true meaning behind the brand, and understanding BB&S America inside and out, you will be able to successfully introduce it to potential customers and clients.
BB&S America Sales is the North and South American exclusive distributor of high quality LED Lighting products made by Brother, Brother and Sons (BB&S) and sold under the brand BB&S.
WHO WE ARE THE MANUFACTURER/PRODUCTS
Brother, Brother and Sons is a Denmark based company founded by two visionary lighting designers dedicated to creating the finest LED lighting fixtures. For over a decade, BB&S has developed and manufactured professional LED lighting products that combine exceptional light quality with durable, practical design. Their products are trusted worldwide across diverse applications, from film and studio production to architectural and event spaces. Their products have been developed in response to specific lighting needs—each innovative product is developed and tested for use in a specific application before being introduced to the product line.
THE DISTRIBUTOR
Established in August 2023, BB&S America Sales distributes products through secondary resellers, designers, integrators, and suppliers. It is also the voice of the brand in North and South America; its mission is to educate and demonstrate the quality and value of BB&S fixtures to lighting designers, gaffers, production heads, and architects. BB&S America is also committed to upholding and communicating the core values of the brand—quality, durability, and customer service—to its market.
*BB&S America is not a branch of BB&S Denmark, but a separate entity. We hold a license for distribution under specific terms and for a specific time period.
BRAND VISION
In the next three to five years, BB&S America envisions firmly establishing its brand identity and market presence within the U.S. lighting industry. We desire to make our innovative lighting solutions synonymous with reliability and excellence, becoming a preferred fixture of choice for lighting designers in North and South America. We aim to achieve this through:
1. Expansion of our distributor and reseller networks, educating and demonstrating the advantages of our product to the people responsible for selling the product.
2. Creation of exceptional marketing that introduces the qualities of our Brand to the consumer, thereby generating demand for our products. Our marketing should always aim to show the benefits of our product while at the same time providing value by educating and informing our customers.
Our ambitious growth plan includes tripling revenue, hiring full-time sales staff, and amplifying our marketing strategies to build a brand that consistently delivers value, creativity, and innovation.
*Brand Vision may be reviewed and reassessed in the coming months and years.
BRAND PURPOSE
BB&S America exists to distribute BB&S LED lighting fixtures to the U.S. market and communicate the qualities and values of the brand— innovation, quality, and reliability— as well as demonstrate the products’ diverse range of applications. From film and television production to architectural installations, live entertainment, and beyond, BB&S lighting solutions are designed to meet the unique demands of professionals in multiple industries. With superior-quality products offered at competitive price points, BB&S combines superior craftsmanship with versatility and cutting-edge performance. By expanding our distribution network and investing in dedicated sales and marketing teams, we aim to establish BB&S as a trusted brand in the U.S., providing lighting solutions that elevate creativity and functionality in any environment.
DENMARK AMERICA
BRAND VALUES QUALITY
These principles serve as our compass, guiding BB&S America both internally and externally. Embracing these principles ensures that we tread the path to longterm success, embarking on endeavors, initiatives, and campaigns that consistently reflect our identity and values.
At BB&S America, quality means delivering precision-engineered lighting solutions that combine superior performance and innovative design. Whether for film, architecture, or live entertainment, each product reflects a commitment to excellence, ensuring reliability and brilliance across every application.
At BB&S America, durability means creating lighting fixtures that are built to endure the rigors of professional use while maintaining exceptional performance. Our products ensure long-lasting reliability across diverse environments, from film sets to architectural spaces.
DURABILITY CUSTOMER SERVICE
At BB&S America, exceptional customer service is at the core of everything we do, ensuring that every client—whether new or long-standing—receives personalized support tailored to their unique needs. Our team is dedicated to building lasting relationships, offering expert guidance and prompt solutions to empower professionals across industries.
BRAND POSITION
How should BB&S America exist in people’s minds? What makes it stand out?
BB&S America will exist in people’s minds as a leading provider of high-performance LED lighting solutions, combining Danish design with cutting-edge technology. Our products are trusted by professionals across film, television, and architectural industries for their consistent light quality, durability, and innovation. With a focus on reliability and precision, BB&S America will be the go-to choice for lighting professionals who demand the best in both creative and technical applications.
BRAND MESSAGING
Consistently communicating our brand and beliefs in a way that reflects who we are and why we stand out.
Our brand embodies credibility and precision by offering unparalleled expertise and a deep understanding of industry needs, ensuring customers trust our knowledge to support them in finding the best creative lighting solutions.
Reliability and honesty are the foundation of BB&S. We prioritize clear communication, dependable service, and consistent quality, fostering confidence and long-term relationships with our customers.
Innovation drives BB&S, reflected in our state-of-the-art LED technology and groundbreaking product designs. We continuously push boundaries to deliver advanced, forward-thinking solutions that meet the evolving demands of our diverse clientele.
AN INDUSTRY EXPERT TRUSTWORTHY INNOVATIVE AUTHENTIC
BB&S values transparency and genuine connection, staying true to our superior craftsmanship and dedication to quality. We communicate openly and sincerely, ensuring every interaction reflects our commitment to integrity and excellence.
TAGLINE LIGHTING THE WAY WITH
PRECISION AND INNOVATION
TAGLINE ALTERNATES
Bright Ideas, Brilliant Solutions
Lighting Excellence for Every Stage
Crafted for Filmmakers, Trusted Worldwide
BOILERPLATE
BB&S America Sales is the North and South American exclusive distributor of high quality LED Lighting products made by Brother, Brother and Sons (BB&S) and sold under the brand BB&S.
Guided by core values of quality, durability, and customer service, BB&S America continues to deliver lighting fixtures that meet the highest standards for professionals worldwide.
TARGET AUDIENCES
BB&S America’s unique offerings resonate with the following audiences which are all important components in BB&S reaching its goal of brand awareness, product distribution, and demand generation.
B2C
BB&S America’s consumer audience seeks high-performance tools tailored to enhance their creative projects, emphasizing quality and functionality. BB&S engages this audience through messaging that highlights the brand’s superior craftsmanship, industry-leading technology, and the ability to meet the unique demands of professional environments.
B2B
The business audience for BB&S includes resellers and distributors who serve as intermediaries in delivering products to end users. This audience prioritizes reliability, competitive pricing, and ease of integration into their product lines. BB&S’s marketing to this group focuses on collaboration and shared growth opportunities.
Houses (Future)
Rental
CAMPAIGN TYPES TRADE SHOWS
Trade shows offer the perfect opportunity for consumers and resellers to see BB&S products up-close and in-action. They also provide the unique opportunity of making inperson connections.
EMAIL MARKETING
Deploy marketing emails to existing contact databases to increase awareness of BB&S’ products within the American market. BB&S can continue to build a contact list to expand on the audience for these regular touchpoints.
SOCIAL MEDIA
Reach and build an engaged audience through organic posts on social media platforms including Instagram, and LinkedIn.
RESELLER/DEALER NETWORKING PARTNER/COLLABORATIVE CAMPAIGN
Provide exclusive discounts and promotions to incentivize them to actively promote and drive sales of BB&S America products.
Capitalize on partnerships within the industry - especially those with a broader reach and customer base to increase awareness and sales.
DIGITAL ADVERTISING
Create online paid advertising to reach BB&S’ target markets through online advertising platforms like Google Ads, online industry publications, etc.
CREATE MAGIC WITH LIGHTING
BRAND COLORS PRIMARY LOGO
MAIN LOGO DISPLAY FONT:
MICROGRAMMA EXTENDED BOLD
WEB AND PRINT BODY CONTENT FONT:
GOTHAM BOLD
GOTHAM REGULAR
EXAMPLE: COLOR PALETTE OPTIONS:
CREATE MAGIC WITH LIGHTING
BB&S America delivers award-winning LED lighting fixtures, crafted to illuminate your vision with unmatched quality and precision.
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