LR-ADKIT-Napoleon-Branding-Booklet
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Why This Guide?<br />
NAPOLEON ®<br />
BRANDING<br />
The purpose of having this <strong>Branding</strong> Guide is to create consistent messaging and public positioning to ensure our<br />
key audiences become familiar with the <strong>Napoleon</strong> ®<br />
brand, our mission and what our company stands for through key<br />
message repetition.<br />
<strong>Branding</strong> is perhaps the most important facet of any business, beyond the products themselves. A company’s brand<br />
is its definition in the world, the name that identifies itself to the global marketplace.<br />
Strong brands claim greater market share, retain loyal customers and can demand higher price premiums. Brands<br />
also lower dealer turnover and attract higher quality associates.<br />
A brand is much more than just a logo, this is just one component. Other components include the overall marketing<br />
strategy, public relations, associate’s identification with the brand and every customer interaction. It’s the manner in<br />
which one answers the phone, how quickly one responds to a customer’s needs, the usability of the website and the<br />
tone of the copywriting. The brand is the total of every experience people have with your company.<br />
Great brands live in the consciousness of the consumer; they trust them and expect great things of them. The brand<br />
expresses the core values of the company which in turn resonates with the customer. This is the basis of a powerful<br />
and successful relationship.<br />
<strong>Napoleon</strong> ®<br />
is a great brand that continues to grow. To our customers, we represent more than just quality produced<br />
Canadian fireplaces, grills, heating and cooling products. We represent a company that is innovative and leading<br />
edge. A company that understands their customer and their needs. A family owned company that recognizes loyalty<br />
as a core value.<br />
Through this branding standards guide, we hope all <strong>Napoleon</strong> ®<br />
dealers and partners will join us in taking pride in<br />
our brand. And by establishing these standards, you are equipped in communicating what sets us apart from other<br />
brands and be the passionate voice of <strong>Napoleon</strong> ® .<br />
As you do so, you will help strengthen the trust and loyalty of our customers and at the same time strengthen the<br />
trust and loyalty that we have with you. The <strong>Napoleon</strong> ®<br />
brand would be nothing if not for the great relationships that<br />
we have built year over year with our dealers and partners.<br />
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