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Hero Pools
Pool Maintenance & Repair Services
A new identity that connects with customers.
About the Business
Hero Pools is a residential pool maintenance and repair company. Hero provides weekly pool cleaning and repair services to homeowners in the Phoenix, AZ area. Their goal is to help their customers enjoy the relaxation and comfort from their pool without the headaches of maintaining it.
Hero Pools, formerly Nirvana Pool Service and Repairs, had been servicing residential pools for more than a decade. Operating as a one person business, the founder leveraged his personal skills and relationships to gain the trust of homeowners in the local market. After growing the book of business to capacity for one person to fulfill, the founder decided to sell Nirvana.
Ben, the new owner, acquired Nirvana shortly after moving to Arizona. With his business background and expertise, Nirvana's room for growth offered a huge opportunity and he bought Nirvana with the sole intention of scaling.
Ben had a lot on his plate. When we first connected, he told me he was looking to scale his business, but he didn't have the time to do it all himself. Understandably, mastering the operation side of the business quickly maxed out his bandwidth. On top of that, without the founder, the business lacked trust and rapport within the local market and risked losing its reputation. Ben understood that his business needed a new identity, so he decided to launch a full scale rebrand.
In this particular situation, my expertise fit his needs perfectly. Although he possessed the skills and experience to design a new logo, he needed someone to build an identity for his brand. My approach to brand design is a strategic one, focused on growing my clients' businesses and achieving their goals. Design and strategy go hand and hand, but my design philosophy is strategy first, design second. Effective branding makes a specific type of person feel a desired feeling, and if Hero wants to scale, we needed to get this right.
See the exact strategy and step by step process I used to help him establish a new identity and turn the business around.
The Objective
Following a recent acquisition, Hero was looking to scale their business. Without a true brand identity, they needed to launch a full scale rebrand. They needed a new name, logo, and identity.
The Challenge
Hero needed to develop a new brand identity. But the key to establishing a new identity is tailoring it to their ideal customer profile (ICP). Like many small businesses, Hero didn't have a clear understanding of their ICP. Before we could design a brand, we needed to understand who we were designing it for, so defining their ICP became our first objective.
The Strategy
Step 1: Define
Hero lacked a true understanding of their ideal customer profile. They had minimal demographic and psychographic data, creating the need for thorough and intensive research. The remainder of the project would be built off this research phase, so getting it right was crucial. We needed to define their target market and ideal customer profile. This would tell us what type of people we're looking to attract. Specifically, what those people look like, where they are, how they act, their tendencies, and their values.
Step 2: Design
The old branding had no visual identity. They had no real logo or color scheme, just simple text in a basic black and white font. They needed a new name that better represented the company and a new logo to give the brand a visual identity.
Step 3: Implement
The original branding couldn't be found in many places. Other than a basic truck decal, there wasn't any branding material that needed to be updated. But good branding is visible everywhere, so we needed to get Hero's new name and image out there in as many ways as possible. This required developing a brand implementation strategy, including several ways to give the new brand identity some publicity.
The Execution
Defined The Ideal Customer Profile
Hero's biggest obstacle they needed to overcome to make this project happen was developing an ideal customer profile. If we wanted to align their new identity with their ICP, this needed to be the first step. To do this we looked at homeowners in their target market. We conducted thorough research, gathering demographic and psychographic data to put together Hero's ICP accordingly. This set the foundation for the rest of the project.
Outlined The Brand Identity
After defining their ICP, we were ready to begin constructing the new brand and tailor it to their ideal customer. We developed key aspects of the brand identity, like the brand's messaging, voice, tone, positioning, purpose, vision, values, mission, and differentiation. Together these things create the brand's personality.
Renamed The Brand
Nirvana Pool Service and Repairs didn't align with the new brand identity. We needed a name that more accurately represented the business. The name Hero Pools, ultimately ended up becoming the brand's new name. It better aligned with their purpose, mission, and values. We also projected 'Hero' to connect better with the ICP than 'Nirvana'.
Designed a New Logo
With a new name and personality, it was time to design Hero's new visual identity. To align with the personality side of the brand identity, we started by identifying important 'visual communication keywords'. These were the most important subconscious messages we wanted to send to their ideal customer. The keywords were, 'Excellence', 'Dependability', 'Elite', 'Modern', 'Care', 'Sharpness', 'Quality', and 'Expert'.
Created an Implementation Strategy
Hero needed some publicity for their new branding. Their old branding wasn't recognizable, so Hero's new image isn't as big of an adjustment for their audience. To get the new brand out there, we developed a strategy to release more and more branding and marketing material. Over time, Hero will launch a website along with social media accounts. We planned future social media and search engine advertising campaigns to further brand awareness. As time goes on, Hero will expand their stationary and release new marketing materials, such as door hangers for door to door canvassing.
Designed New Business Cards
Hero's first application of their new visual identity came via business cards. This was the quickest, most affordable way to introduce Hero's new branding. We made sure to incorporate a modern, upscale design to align with the rest of the brand. To show the brand's quality even further, we utilized a soft touch finish to go with a thick, high quality material. We wanted to make a statement the second someone picks up a card.
The Results
New Brand Name
New Brand Logo
New Brand Material
How we smashed the objective and exceeded expectations.
We were able to successfully rebrand Nirvana Pool Service and Repairs into Hero Pools. We were able to overcome their biggest obstacle by developing a thorough ideal customer profile. Once that was done, we tailored Hero's new brand identity to resonate with their ideal customer. We combined a new brand personality with a new visual identity to create a fully functioning brand that will give Hero the opportunity to scale their business with confidence, and be proud of who they are at the same time.
Old Basic Unrecognizable Logo
Nirvana Pool Service and Repairs
New Modernized High Quality Logo
New Brand Identity
Strategic Brand Implementation
Foundation Set For Scale
New Brand Material
Consistent Branding
First Digital Branding
"I love it... I'm proud of it... and it makes me feel more confident when I hand my business card out."
Ben, Owner of Hero Pools
From Unrecognizable to a Clear Identity
Thousands of companies around world struggle to get the branding right in their business. A business's appearance and personality has a huge impact on its success. In the modern business world, branding is only going to become more and more important in scaling and setting yourself apart in the marketplace. And getting it right isn't easy. It takes a unique and niche skillset to properly construct a brand. Companies like Hero Pools, who are bold enough to take on the challenge, will find themselves with a monumental advantage over everyone else in the game.
With a brand new identity, Hero Pools has successfully gone from an unknown and unrecognizable business, to a relatable local brand that their audience knows, loves, and feels close to. Now, Hero can leverage this refreshed identity to grow their business with confidence.
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