Elements of Brand Guidelines
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How brand strategy helped business grow by 400%
How to take a suburban garden business and grow it to a sustainable and highly profitable business that differentiates itself from the plethora of unsophisticated lawn mowing, garden trimmers etc using classic business modeling to help achieve its aims?
As an outcome of the BrandQuest brand marketing strategy process, Amico had clarity of their marketing approach.
They implemented recommended marketing tactics with discipline and consistency, targeting specific market segments in accord with their newly developed brand marketing strategy.
With a new brand positioning Amico could clearly differentiate themselves in a cluttered marketplace.
The new brand identity included a new logo with tagline to clearly position Amico in a category of its own. The ‘Garden Managers’ positioning was further reinforced with innovative marketing collateral such as a Customer Contact Calling Card – to provide feedback and commentary on the tasks provided with each customer visit.
Brand Guidelines were developed to provide the ‘look and feel’ of a new website and the new brand positioning was further supported across all fleet branding, staff uniforms, and all marketing materials.
Within 24 months and in the middle of the global financial crisis, the new Amico brand strategy and positioning saw the company grow in excess of 400%.
Today, AMICO has 7 dedicated vans with a horticultural truck and a main garden centre.