PROBLEM: Convert pool specialty consumers to the mass channel
SOLUTION: Redesigned brand story to focus on the consumer as the pool hero, and fine tune message to match new voice. I managed the recreation of the brand’s message, mission statement, and tagline to focus on empowering pool owners with the confidence to control the chaos of pool ownership.
Updated Brand Story:
brand statement: We promise to make pool care easy by providing trusted, performance-driven products at value and offering convenient solution assistance to help the DIY pool owner overcome pool care defeat. We empower pool owners with the confidence to take care of their pool better than anyone else – even a pool guy.
mission statement: We empower pool owners with the confidence to take care of their pool better than anyone else – even a pool guy.
tagline: Clorox® Pool&Spa™ takes the guesswork out of do-it-yourself pool care.
messaging goals: Promise power and help control chaos (I.E. the unpredictability of algae, the confusion pool care products, and the stress of pool maintenance). Provide structure, safety, and predictability in an out of control world. Be aware of our elevated status in society without apologizing for authority. Claim stake as thought-leaders in pool category.
Key Messaging Elements
voice & tone
- Authoritative, but not snobby
- Structured, not controlling
- Refined, not out-of-reach
- Informative, not technical
- Supportive, not motherly
keywords: Multifunctional. Solution. Convenient. Confidence. Easy. Take control. Empower. Your pool. Prevent. Enjoy more. Own your pool. Know your pool. Clear. Clean.
messaging hierarchy:
- Trusted
- Authoritative
- Refined
- Quality
- Supportive
- Simple
- Convenient
- Helpful
- Knowledgeable
- Informative
- Articulate
- Clarifying