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Atmos Energy Brand Basics. What is a brand?. A brand is what customers and other significant stakeholders think and feel about a company when they see the logo or hear the name. Why is a strong brand important?. We have few opportunities for messaging, so we have to make each one count. - PowerPoint PPT Presentation
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Atmos Energy Brand Basics
What is a brand?
A brand is what customers and other significant stakeholders think and feel about a company when they see the logo or hear the name.
Why is a strong brand important?
We have few opportunities for messaging, so we have to make each one count.
We are decentralized, with departments and business units across the country.
We all have to play off the same playbook to ensure that our branding is consistent.
Why is a strong brand important?
We should always strive to create positive equity for our brand.
We create positive associations for current employees, future employees and customers.
We buffer against any potential negative perceptions associated with rate hikes, accidents, digging, etc.
What is our brand?
Responsible energy*
*This is our brand position, to be used internally.It is not our tagline.
Atmos Energy Brand Promise
Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.
Atmos Energy Brand Promise
Atmos Energy is responsible for providing natural gas safely and reliably; delivering excellent customer service and enhancing the quality of life for our customers and communities – making natural gas from Atmos Energy the responsible choice.
How do we keep our promise?
Four areas of concentrated proactive communications:
How do we strengthen our brand?
Consistency.
Our Name
“Atmos” is:
Our Name: Atmos Energy
To the public, we always use “Atmos Energy” in graphics, text and when speaking.
“Atmos” never appears without the descriptor “Energy.”
When writing “Atmos Energy”, always capitalize the “A” in Atmos and the “E” in Energy so it reads “Atmos Energy.”
Our Name: Atmos Energy
We never write “Atmos” in all capital letters.
The word “Atmos” should never be combined with another word to name a program internally or externally.
Exception: AtmoSpirit, for internal use only.
Our Logo
How many of these logos demonstrate correct usage of the Atmos Energy logo?
Incorrect use of two-color logo
Our Logo
How many of these logos demonstrate correct usage of the Atmos Energy logo?
Incorrect use of one-color logo
Our Logo
Which of the logos below shows the correct usage of the Atmos Energy logo on a photograph?
Our Logo
The Atmos Energy corporate logo is the only logo that we use to represent our company, both externally and internally.
For questions regarding logo usage, always feel free to call J.D Whittenburg, Bridget Wallace or Brendon McCarville in Corporate Communications.
Color
Any idea what this is?
Color
What’s wrong with this picture!?!?
Color
Who? What?
brown
Our Color
Atmos Energy Blue, our corporate color, is a key component of the Atmos Energy identity and a primary element of all of our communications, including the Blue Sky campaign.
“Your natural gas company”*
*Not our tagline!
Our Corporate Identifier
Our Corporate Identifier
Approved for usage on small ads (ie. business card-size) when logo appears without copy
Approved for headline-only Blue Sky ads Approved for certain fleet vehicles Usage at discretion of Corporate Communications
Usage may be requested using online form in Brand Library under Ads Product
External Communications Print Advertisements
Blue Sky Campaign
Program Advertising Efficiency programs, etc.
Radio Ads
Bill Stuffers
Doorhangers
Rebate Programs
Tradeshows
Website
Presentation Materials
Vehicles
Television Ads
Event Sponsorships
Social Media
Customer Call Center
Service Technicians
Media Relations
Recruiting events
& More…
Keys to Success
Strategic Communications Approach
Be organized
Be consistent
Be dedicated
Be patient
Strategic Communications Plan
Brand Library: atmosenergybrand.comContains: Information about our brand
Guidelines and standards
Blue Sky Ad request forms
Marketing Services Request form
Logos
Coloring pages / resources for kids
Templates, including: Awards Fax Cover Sheet Labels Letterhead Press Releases Presentations Report Covers
Bill inserts, safety brochures, etc.
Energy Assistance Materials
Handouts
& More...
Things to remember
Consistency is key.
Tools and standards are already in place to help you create strong communications that are on-brand and convey the right messages.
“When in doubt, don’t let it get out.” - Gary Rehm, VP Marketing, Mid-Tex
Questions? Contact Bridget Wallace, J.D. Whittenburg or Brendon McCarville in Corporate Communications
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