BRAND STRATEGY SUMMARY. SunCo. Breakthrough Brands Irvington Rd Omaha, NE, x205

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1 BRAND STRATEGY SUMMARY SunCo 7929 Irvington Rd Omaha, NE, x205 Chris Andersen Tricia Nikiforuk Bobbie Feldhaus Dear Chris and Management Team, The REBEL Think Tank is excited about the future of SunCo. We ve carefully considered the information we discovered through background interviews, the outcome of your branding workshop and the brand equity you have in the market. Please see the results enclosed: Background Internal External Branding Workshop Branding Defined Brand Attributes Brand Soul Brand Strategy Recommendations Brand Story and Breakthrough Sincerely, The REBEL Think Tank! Breakthrough Brands REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 1

2 Background Internal Biggest Opportunity Service division. People will always need service for their lawns. Growth. We have so much potential to grow and do great projects. Commercial Accounts. We have a great foothold and can expand on healthcare, developers, builders, sprinklers If we went after larger accounts, we d have more trucks, less customers and more work. We have a great market that continues to grow. Cross selling is our biggest opportunity. Being the leader in the industry! One stop shopping. Being known for what we do - not having to explain who and what we do. Biggest Challenge Finding Gen Y employees who want to work hard. Topgrading employees. Retention. Turnover. The right mix of who wants to work and who can deliver customer service. Communication through the command chain. Customers Biggest Opportunity Not sure. Keep doing what they are doing. Expand. To be known for their awesome service and communication. Biggest Challenge Recognition REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 2

3 Competition. Being an ongoing resource for their customers. Capacity When it snows, it snows everywhere. Scheduling. Vendors Biggest Opportunity Ash problem. Create a system for handling the problem. Greater wallet share from large pool of current customers. Keep working the existing customer base. Capture growing new housing market. Don t know. Letting people know their depth of service. Getting commercial customers interested in annuals. It s bank! Getting to the 100 truck goal. More guys. More business. Capitalize on the seniors who are staying in their home and want great yards. Not relying on subs. CB expansion Biggest Challenge Not being the bank for customers who don t pay on time. More competition as they become full service. Not apples to apples competition Knowing their nitch. Getting their name out there to stand out against competition. Recognition for the great company they are. Stay competitive price-wise. Staying up on preventive maintenance. REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 3

4 Branding Workshop Workshop Participants Darin s Personal Brand - Building Relations Chris Personal Brand - Stress, Anxiety and Humor Casey s Personal Brand - Coffee & Beer Tricia s Personal Brand - Calm & a lil bit Granola Mike s Personal Brand - High Strung, Creative guy who likes Big Rocks Brian s Personal Brand - Easy-going-likeable Guy Rob s Personal Brand - 18 Years, Having Fun Bobbie s Personal Brand - With batteries is smiling, happy, bulldog, pleasantly-frightening, secretly-scary! Mark - Not present, maintenance manager, commercial/residential Keith - Not present, Irrigation maintenance, residential Jason - Not present, Connector What is important to the Sunco leadership: More Beckers Talent pipeline Making a distinct impact on employees, customers and community Having such an impact that without Sunco there would be a void that couldn t be filled REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 4

5 Branding Defined We defined branding and learned about the different types of brands. SunCo self-identified as a maybe brand, moving in the direction of breakthrough brand. Brand Types Breakthrough Brands are charismatic and valuable. They make a bold promise and invite people to want more and more from the brand. Maybe Brands are charismatic, but uncertain. They discount their promise and are considered good, but not great. Letdown Brands are manipulative by trying to be something they are not. They over-promise and under-deliver. Loser Brands are manipulative, discounted brands, that eventually drop out of the market. REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 5

6 Brand Soul PASSIONS - what we love Our People are PASSIONATE creating what s next! Customer Relationships - 4 Growth - 3 Fun - 3 Family Environment - 3 Pleasing people - 2 Deliver on promises - 2 Quality Work/Value - 2 Profit - 2 Measurability That next job Resolving issues quickly Opportunity Making friends Darts Laughter Breaking balls Beauty Financial Stability Creating Talking/Conversations Community REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 6

7 VALUES - how we thrive Our culture VALUES cultivating great relationships and having fun in a positive environment. Relationships - 3 Positive Attitude - 3 Integrity/Doing what we say - 3 Quality of Life - 2 Communication - 2 Flexibility - 2 Positive environment Family Honesty Freedom to make decisions Responsibility Trustworthiness Compassion Time (off) I love you, too! Hard work Fun Sans B! Ethics Dependability Teamwork Common ground REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 7

8 VISION - who we are being Our VISION is changing the way people experience - their great outdoors! To be a community driven company To be know as awesome sauce Changing the way people experience lawn care Building community in your own backyard Creating visual impact People smile when they see us For people to want us SunCo did this! To be leaders in customer service Leader in outdoor pride The BIG give Great company, great results Head turning outdoor spaces Nobody hates us! Creating awesome outdoor spaces Getting the reaction, Damn that s nice! Credit for Everything under the Sun! Creating outdoor bliss Commercial Accounts Opportunities for advancing Steady growth Not the average lawn care company Such a reaction that people tell everyone what we do REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 8

9 Industry leader Brand Soul Authenticity After the Branding Workshop, Participants are asked to rank the authenticity of the stated Passions, Values and Vision on a scale of 100% 0% real and genuine. Successful Workshops achieve a 60% or better authenticity score in each category. Your workshop was successful in each category. Your Workshop Participants said REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 9

10 Recommendations Brand Story Welcome to SunCo. We re passionate about creating what s next? We value cultivating great relationships and having fun in a positive environment. Our vision is to change the way our customers experience - their great outdoors. SunCo Inspiring Outdoor Envy. REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 10

11 SunCo Breakthrough Inspiring Outdoor Envy Inspiring Outdoor Envy Does it bring our passion to life? Our Values? Our Vision? THANK YOU for choosing REBEL INTERACTIVE. REBEL INTERACTIVE is a digital branding agency specializing in brand momentum. 11