Brand Guidelineand Standards

Manual

Our mission is …. To joyfully provide

comfort and peace of mind for our

customers. To be an outstanding

partner to our suppliers. To change the

lives of our team members by giving

direction, respect and the opportunity

for financial growth. To think and act in

alignment with our Creator.

A Letter From Leadership .......... 5

PART 1 - Brand Vision & Core Values ................................... 6

Brand Vision ................................. 7

Core Values ................................... 8

Growth Objectives ....................... 9

PART 2 - The Generator Supercenter Brand ...................... 10

Taglines ......................................... 11

The Generator Supercenter Brand - Tone & Persona ............. 12

PART 3 - Brand Uses/ Tangibles ....................................... 16

Logo Usage ................................... 18

Icon Usage .................................... 20

Color ............................................... 22

Typography ................................... 24

Imagery ......................................... 26

Design Grid ................................... 29

PART 4 - Editorial Style Guide and Talking Points ....................... 30

PART 5 - Co-Branding ................. 32

PART 6 - Photography ................ 34

PART 7 - Promotional Products ........................................ 36

PART 8 - Vehicle Wraps .............. 40

PART 9 - TV Advertising ............. 42

Table of Contents

Generator Supercenter is a growing brand, with a manifest destiny vision of coast to coast coverage, helping bring Standby Power to home owners across the country.

Spring 2021 | 5

From humble beginnings, to a growing national footprint, together we are Generator Supercenter. Our diversified and experienced staff of executives, consultants, certified electricians, licensed service technicians, and plumbers are the best in the world.

With the aging power grid and other environmental disasters pushing the demand for generators, becoming part of The Standby Power People® is more important than ever. The combination of increased demand fueling the growth at existing locations, as well as the expanding national footprint highlights the need for uniform branding and implementation across all channels of marketing.

This document is designed to help guide everyone involved with Generator Supercenter with direction on our brand and examples to unify all of our efforts. It’s important to know that this document is intentionally designed to provide guidance, while being flexible for growth from year to year. Our core values will always drive the company forward, where as some of the creative concepts will certainly evolve over time, and we intend that this document will also evolve with it.

On behalf of the entire family at Generator Supercenter, we thank you for the efforts to keep our brand unified, and recognized regardless of market.

A Letter From Leadership

Stephen CruiseVice President

6 | Summer 2021

PART 1Brand Vision & Core Values

Brand Vision .......................................................7

Core Values .........................................................8

Growth Objectives .............................................9

Generator Supercenter is a growing brand, with

a manifest destiny vision of coast to coast

coverage, helping bring Standby Power to

home owners across the country.

Summer 2021 | 7

Brand Vision

As an established leader in the standby power generation industry, Generator Supercenter is positioned to grow with the changes in demand and power generation technology.

We will continue to select the best high-quality generators available on the market, and provide the sales, installation, repairs and maintenance to those in need.

Generator Supercenter will always strive to be symbols of honesty, integrity and quality. Our brand values and vision will permeate every facet of our company from the experience our employees provide, to the reliability of our products and services.

The Stand By Power People®

Offering every homeowner the opportunity to join The Standby Power People® is more than a goal, it is part of the underlying motivation and vision of Generator Supercenter. Every homeowner deserves the luxury of peace of mind when it comes to reliable energy needs.

8 | Summer 2021

Core Values

Honesty, Integrity and Quality are key elements to our core values. At Generator Supercenter our customers are our first priority. We care more about forming solid relationships than earning a quick buck. We want to be their generator company for life. That is why we strive to exceed customer expectations!

Education: Our showroom is at the heart of our core values. We open our doors to everyone with interest in learning more about the benefits of standby power.

It is through educating our guests and providing them with turnkey solutions that meet their needs that we convert them into customers. We do this through treating every guest with respect and suspending all judgment and assumptions.

Installation: As part of our turnkey solutions, installation is a critical part of reinforcing our core values. Treating each installation as we would in our own homes, we always provide the highest level of service to exceed expectations, while ensuring that the generator is installed properly and safe.

Service: As a customer for life, our suite of products and services continues past installation. These ongoing interactions with our community of Standby Power People, builds on the values previously set, and provides a long term relationship built on Honesty, Integrity and Quality.

Communication: Honesty is a major part of communication. When we tell a customer something, we will strive to adhere to that commitment. When we make a mistake, we will acknowledge the mistake and offer solutions. Honesty is not the absence of conflict, but being truthful and empathetic to how our actions impact others. Through this lens, we can amplify our core values.

Summer 2021 | 9

Growth Objectives

At Generator Supercenter our growth is multi-faceted. Not only do we encourage each location to set and maintain growth targets — as a brand, our growth is seen in two major categories:

Service Footprint:Coast to coast operations through partnerships with franchise owners to bring the best standby power solutions to all homeowners. By 2030 Generator Supercenter anticipates a global footprint.

The Standby Power People Community:Growth is not just measured in revenue or units installed. Our commitment to building a community is an objective for long term success. This growth is measured by the ongoing relationships we’ve been able to build over the years past, and will continue to add in the future. Nationwide, we strive to have installed 1,000,000 generators by the end of 2030.

10 | Summer 2021

PART 2The Generator Supercenter Brand

Brand Taglines .................................................11

Brand Tone & Persona ....................................12

Dominant vs Market Audience .....................13

Uniform brand implementation across

all locations, collateral and marketing

materials is crucial to reinforcing our

values and goals. This section will provide

guidelines on how to utilize the brand and

maintain the set standards.

Summer 2021 | 11

Brand Taglines

Primary Tagline:

The Standby Power People®

Uses: It’s not just some catchy phrase; it’s a lifestyle. This trademarked tagline is intended to be used front and center across marketing messages directed at the consumer. Specifically, when discussing the community of generator owners.

Secondary Taglines:

We’ll Never Leave You In The DarkUses: Generally, used as a secondary headline, this tagline is a commitment to our service and quality. For customers who have purchased our GenMonitor products, this tagline is a promise that reinforces the peace of mind we offer.

#1 Generac Dealer In North AmericaUses: Plant the flag in the sand, and let people know we are experienced and #1. This distinguished title is an accolade that clearly demonstrates to customers that they are in good hands, regardless of the location. Use this tagline when reinforcing the size and expertise of Generator Supercenter.

12 | Summer 2021

Brand Tone & Persona

One way to write engaging and educational content is by being aware of our voice and tone. Regardless of location, we all share the same voice. This section explains the difference between voice and tone, and provides an example persona.

What’s the difference? We always have the same voice, but depending on the situation, our tone changes. For example, your tone may be different from someone who already has a generator and is well educated, vs someone who is a novice and intimidated by the equipment. While our voice won’t change much from day to day, our tone will change all the time, based on who we’re talking to.

Voice:At Generator Supercenter, we strive to always educate our customers, because we understand the ever changing market, product offerings, and challenges, not to mention the technical terminology can be confusing for many. It’s for these reasons we speak like an experienced, educated and compassionate partner.

We treat every homeowner with respect and take their interest seriously without assumptions. We want to educate our customers without confusing or patronizing them.

Every word we say informs and encourages. Our voice will stay consistent for external and internal communication. We strive to seamlessly communicate our expertise with clarity, empathy, and intelligence (wit).

When we write copy we are: Candid - We do not confuse our customers, or hide behind industry speak, but rather articulate the benefits and values of our products and services with plain language and clarity. Genuine - We relate to our customers, and as such we articulate in a familiar, warm and accepting manner.

Summer 2021 | 13

Educators - As experts, we have an obligation to explain things simply to our customers. We demystify the standby power options through education. Smart - When using humor, we do so with subtle, smart and appropriate humor. Family friendly wit.

Tone:Generator Supercenter’s tone is business casual. While we communicate in a clear and concise voice to our customers, it’s important to always be respectful and approachable.

Modern marketing is personal. Communicating to individuals through mass marketing is difficult. Meeting your audience with an approachable tone is key to being authentic and candid. Once you have a sense of your audience’s emotional state/what is “approachable” you can adjust your tone appropriately.

Example: In some southern states, Ya’ll is commonly referred to as a substitute for “you all”. While this is acceptable and encouraged to connect with certain audiences locally, it does not apply in all regions.

14 | Summer 2021

Persona

The customer for Generator Supercenter is diverse, and is not defined by one age group, political affiliation, hobby or geo location. Below are the characteristics based on research to help refine our marketing to resonate with our most common customers. Note, while some demographics may change based on region, the profile is consistent across the United States.

Personal Background:For some, a Generator is a luxury item, for others it’s a necessity. • Age: 69.1% Of Customers are 45+ (with 47.5% 55+) • 54% are not parents, 43% Parents • Over 50% will interact exclusively with a mobile phone • 42% Of Customers are in the Top 10% of Household Earnings (~$120,000 Annually) • 66% From the top 20 % (~$90,000 Annually) • 81% from the top 30% (~$70,000 Annually)

Purchasing Decisions: • 90% of customers will compare prices • Research to purchase ranges from 1 month to 3 years - Less Than 1 Month: ~15% - 2-3 Months: ~ 24% - 1-3 Years: ~23%

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Interests and Hobbies: • 3.3X more likely to be a boating & sailing enthusiast • 3.1X more likely to be a luxury traveler • 2.9X more likely to be a performance & luxury vehicle enthusiast • 2.8X more likely to be a truck & suv enthusiast • 2.6X more likely to be an American football fan • 2.0X more likely to be an avid investor

A buyer persona is a composite sketch of your ideal customer or a key segment of your audience. For content marketing purposes, you need personas to help you create and deliver content that will be most relevant and useful to your audience.

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16 | Summer 2021

PART 3Brand Uses/Tangibles

Brand Name Usage .........................................17

Logo Usage .......................................................18

Icon Uses ..........................................................20

Color ...................................................................22

Typography .......................................................24

Imagery .............................................................26

Do’s and Dont’s ................................................28

This section covers the proper use of the

Generator Supercenter brand name, formatting

and style. As well as the proper logo usage

guidelines.

Summer 2021 | 17

Brand Name Usage

When to use Generator Supercenter and Generator Supercenter of Location. Our collective brand is Generator Supercenter. Only when necessary to avoid confusion with other locations should the location/market be specified. The location specific references should always be textual alongside the Generator Supercenter logo.

Brand MaturityThe Generator Supercenter Brand is well established in some markets, and new in others. It’s important to understand the maturity of the brand in each market will impact the use of these branding materials. For new markets, the Generator Supercenter logo will have low recognition, where the Generac logo, and images of Generators will provide enhanced recognition. In these circumstances, leverage these images alongside GSC elements while the brand recognition matures.

18 | Summer 2021

Logo Usage

Spacing

Minimum distance equal to half the width of the plug clearance all the way around (top, bottom, left, right).

Logo colors are always preferable with the orignal colors.In certain instances reverse and overprint are necessary.

Black background

Use only on these background colors in print:

Summer 2021 | 19

Red or any background color besides black or white.

Stretching or compressing logo in either direction.

Embroidery - Red background only

Rotating logo.

Drop shadow effects, dimensions, or gradients.

Things to avoid in print:

X X

XX

X

20 | Summer 2021

Icon uses

Plug

The plug icon from the logo can be used by itself in certain situations where full branding is not necessary, i.e. the audience already knows the message is from Generator Supercenter.

“G”

The G is only used as a whole element in instances where a varnish overlay or the light gray portrays a subtle difference over a background.

Otherwise the G is cropped as show below to accentuate the upper curves of the tail portion of the letterform as a design element on a page.

Left side cropped Centered Right side cropped

X

Example of icon used in Email signature.

Summer 2021 | 21

HEADLINE

The G typically bleeds off the

left portion of a page, leaving

space for text content to its

right. The starting of this

content will align with the top

right tip of the “horn” of the G.

Headlines can appear in the

top part of a page left justified

to a margin.

“G” continued

The G typically bleeds off the left portion of a page, leaving space for text content to its right. The starting of this content will align with the top right tip of the “horn” of the G.

Headlines can appear in the top part of the page above the G and left justified to the margin.

The G doesn’t always have to be used in reverse. In some instances where the G is used as a background element on a page, the dark red is used to create a tone on tone appearance.

Headlines, body copy, and graphic elements can all appear over the G in this case.

HEADLINE

The G doesn’t always have

to be used in reverse. In

instances where the G is used

as a background element on

a page, our dark red color is

used to create a tone on tone

appearance.

Headlines, body copy, and

other graphic elements can all

appear over the G in this case.

22 | Summer 2021

Black

CMYK: 0, 0, 0, 100RGB: 0, 0, 0HEX: #000000PMS: Black

Color

Red is the primary color for the Generator Supercenter brand. Secondary colors in the palette include Dark Gray, Black, Light Gray, and Dark Red.

Primary color:

Secondary colors:

Red

CMYK: 0, 95, 100, 0RGB: 238, 55, 38HEX: #ee3726PMS: 2347

Dark Gray

CMYK: 55, 46, 44, 10RGB: 120, 121, 123HEX: #78797bPMS: 430

Dark Red

CMYK: 12, 92, 100, 2RGB: 209, 58, 39HEX: #d13a27PMS:

Light Gray

CMYK: 5, 2, 2, 1RGB: 235, 239, 240HEX: #ebeff0PMS: 656

Summer 2021 | 23

Black and GraysThese secondary colors reverse over each other and can be used as reversed text colors.

Dark RedThis secondary color can appears over the Primary Red as a tone on tone effect.

Primary Red, Black, Light GrayThese secondary colors can appear over the Primary Red.

24 | Summer 2021

Typography

Roboto is the main typeface for the Generator Supercenter brand. The use of various weights from Bold, Medium, Regular, and Light are what establishes visual hierarchy.

Light Light ItalicRegular Regular ItalicMedium Medium ItalicBold Bold Italic

Aa This Is a Headline Example. Roboto Bold

Aa This is a subheadline example. Roboto Regular

Aa This is a body copy example. Roboto Regular

Primary print and web font:

Summer 2021 | 25

Type sizes

As a general rule of thumb, headline to body copy ratio should be 50% with subhead size in the middle.

A layout with a headline using Roboto Bold 24 point would have body copy as Roboto Regular 12 point and the subhead as Roboto Regular 18 point.

24 Point Headline18 Point subheadline12 point body copy.

26 | Summer 2021

Imagery

Imagery is divided into three categories: Benefits, Products, and Service/Install. As a leader, we avoid commonly used Generac house and lifestyle images, creating a visual brand, distinctly unique.

Benefits images should consist of customers enjoying electricity provided by their generator. These benefits can also showcase humanitarian efforts during a disaster.

Product images should be pulled directly from Generac or through approved channels.

Service/Install images showcase the Generator Supercenter Staff in action. From the initial consultation in the showroom or at a customers home, to installation and maintenance. These images should be taken at interesting angles, have a clean site and good lighting.

X√ √

√

To avoid copyright concerns, please avoid using any “free” image websites, or images from general Google searches.

Summer 2021 | 27

Photos in a layout

When using a photo in a defined layout, maintain the grid structure. Additionally, maintain contrast and interest when available with the brand colors.

When possible, use lifestyle images NOT from the Generac MOD system.See Part 6 Photography for further clarification on licensing photos.

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X

28 | Summer 2021

Do’s and Don’ts

To minimize the list of don’ts, we ask that all new marketing materials fit the general look and feel of existing materials and the guidelines outlined here. Given the popularity of lightning bolts in the generator sector, we have asked that images and icons be avoided when possible.

No lighting boltsNo Purple or Blue as primary colors

XDON’T: Lightning bolt imagery

DON’T: Colors outside of the palette

Manipulation of the color pallet is not allowed. Maintaining uniform implementation is critical to building a long lasting brand.

X

X

Need example of Purple or Blue as primary colors HERE.

Summer 2021 | 29

DO: Use of design grid

The grid structure is a series of rows and columns used to organize a layout across multiple use. Our brand uses a modular grid layout defined by 3 horizontal rows and 3 vertical columns. The intersecting rows and columns define the “modules”. In our layouts the header and footer areas are examples of the modules we utilize from this grid.

The footer is 1.5 times the height of the header module, leaving the body area of the module as the largest area for content in the layout.

These examples incorporate the vertical columns to organize content placement. Also the header and body modules combine here, leaving body and footer modules.

This is an example of how the horizontal rows translate into a layout.

30 | Summer 2021

PART 4Editorial Style Guide and Talking Points

General Editorial Style and

Talking Points ................................................31

Uniform brand implementation is more than

colors, and images. To be successful, we

must collectively speak with clear messages.

Leverage phone scripts, written copy and the

expertise of the network to refine the way we

articulate our benefits to customers.

Summer 2021 | 31

General Editorial Style and Talking Points

Generator Supercenter is a company founded with the mission to help people. As a leader in the generator industry offering turnkey installation, Generator Supercenter makes a luxury product convenient while at the same time affordable. All marketing materials across all channels should meet the expectations of high class standards. The execution and professionalism should be top of your market(s); appealing to the luxury and affordable minded buyers. Turnkey Solutions (From initial consultation, to the final startup we take care of the entire project)

Affordable monthly payments (Affordable, peace of mind starting at $125/month)

Peace of mind (Control what you can, your power, or Life Goes On, Your Power Stays On)

#1 Generac Dealer in North America. (America also works as an alternative)

For examples of current campaigns, phrasing and media for reference, please visit HUB.generatorsupercenter.com

32 | Summer 2021

PART 5Co-Branding

Co-Branding ....................................................33

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Summer 2021 | 33

Co-Branding

When co-branding print ads, billboards, or any other collaterral, partners must display their business contact information clearly and consistently.

Partner information should be formatted according to the typography guidelines detailed in this document, and can be represented with a logo or just type, vertically or horizontally as needed.

The Generator Supercenter logo should always be featured at equal or greater size to any partner logos, and all logo rules, such as safe zones and sizing, must be observed.

34 | Summer 2021

PART 6Photography

Photography ...................................................35

Photography is a critical part of story telling

and standing apart from the competition.

Whether the photo selection is from the HUB

or a stock library, selecting the right photo

and the proper licenses, will further the story

telling of Generator Supercenter.

Summer 2021 | 35

Photography

Generator Supercenter is actively building a library of showroom, service and sales related photography. These images along with product images from Generac are available on the HUB.

Generator Supercenter has chosen to focus on lifestyle photography, in which customers are enjoying their backup generators. This is an intentional departure from the stormy neighborhood depicting one house with power and lightning.

The photography used throughout our marketing should reinforce the people that make up The Standby Power Community.

In addition, when showcasing sales, service and showroom experiences we encourage and recommend including people, faces, hands etc. to incorporate the human element. Resources and links can be found on the Generator Supercenter HUB.

36 | Summer 2021

PART 7Promotional Products

Promotional Products ..................................37

Do’s and Dont’s ..............................................38

Approved Products .......................................39

Branded apparel is part of the Generator

Supercenter marketing. From service techs and

installation crew, to sales executives and front

office staff, wearing apparel that fits the dress

code and is branded is required.

Summer 2021 | 37

Promotional Products

All promotional materials (shirts, hats, mugs, bags etc) must be approved by corporate and follow the standards set forth in these guidelines.

While approved outside vendors can be utilized with discretion, as we continue to grow relationships and inventory with approved printers we may prioritize vendors via the HUB.

38 | Summer 2021

Do’s and Don’ts

Promotional products can vary in patterns, colors and styles. Please only purchase promotional materials approved by corporate. If there is a promotional item not currently approved, please submit it for approval prior to use.

XX X

Summer 2021 | 39

Approved Products

Generator Supercenter has partnered with an industry leading promotional company. As part of the partnership there are approved items and colors available for easy ordering. Details and links can be found on the Generator Supercenter HUB.

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√

40 | Summer 2021

PART 8Vehicle Wraps

Vehicle Wraps ................................................41

The Generator Supercenter brand is consistent

from market to market, and the vehicle wraps

are no exception. All vehicles that carry the

Generator Supercenter name, must carry an

approved vehicle wrap. From installation vans

and pickup trucks to trailers, the approved

designs are examples of consistent brand

implementation.

Summer 2021 | 41

Vehicle Wraps

Official Generator Supercenter vehicle wraps are available through Generator Supercenter’s preferred vehicle graphic vendor. Co-branded design options are available to incorporate Generac branding and graphics.

Franchisees must use the official vehicle wraps provided by our partners. For vehicles in which an official design has not been approved yet, please provide the vehicle specifications and the graphics department will accommodate. All existing wrapped vehicles effective 9/1/2021 are grandfathered in with their existing wrap/design. Details and links can be found on the Generator Supercenter HUB.

42 | Summer 2021

PART 9Television Ads

TV Ads .............................................................43

Television is a powerful medium to develop

long term brand awareness in local markets.

Developing television spots that resonate with

the local community, and choosing the right

media partners is critical to the success of any

television program.

Summer 2021 | 43

Television Advertising

High-quality, professional television advertising is available through Generator Supercenter’s preferred vendors.

Along with b-roll, our preferred vendors can work with your local markets for testimonials, approved message strategies, and selecting the right media mix for success. Details, examples and links can be found on the Generator Supercenter HUB.

MISSION STATEMENTTo joyfully provide comfort and

peace of mind for our customers.

To be an outstanding partner to our

suppliers. To change the lives of our

team members by giving direction,

respect and the opportunity for

financial growth. To think and act in

alignment with our Creator.