Brand & Marketing Toolkit Last Updated: April 5, 2018 HOW TO USE THIS DOCUMENT 2 The purpose of the Brand & Marketing Toolkit is to lend structure, direction and consistency to the spectrum of communications and behaviors associated with the Teesnap brand. Building a great brand with a loyal following is no should be treated as a “living document,” flexible discretion both internally and when shared with easy task. All of our actions should be purposeful, and responsive to market feedback and shifts in external partners. and each Teesnap stakeholder should be united business strategy. in purpose. Only then will we create a powerful company story that resonates with our audience This document does not contain any proprietary and employees. information about Teesnap technology, finances or other business dealings; however, it should While giving structure, consistency and direction be treated as confidential and distributed with to all branded communications, this document TABLE OF CONTENTS 3 BRAND GUIDELINES 4 VISUAL IDENTITY 11 MESSAGING 18 COMPANY CULTURE 28 ARCHITECTURE Company History 5 Logo 12 Vision Statements 29 What is Teesnap? 19 Competitive Audit 6 Color 15 Brand Behavior Matrix 30 Brand Messaging Pillars 20 Brand Essence 7 Typography 16 Values, Artifacts & 31 Messaging Pillar 1: 21 Rituals Brand Positioning 8 Imagery 17 Control Summary 32 Brand Attributes 9 Messaging Pillar 2: 22 Simplicity Brand Voice & Tone 10 Messaging Pillar 3: 23 Insight & Opportunity Messaging Pillar 4: 24 The Future of Golf Customer Segmentation 25 Storytelling in Film 26 and Copy Partner Testimonial 27 Guidelines 4 Brand Guidelines BRAND GUIDELINES | COMPANY HISTORY 5 Teesnap started like many successful businesses before it: something got in the way of a man spending time on the thing he loves. In 2008, Bryan Lord found himself facing a it became increasingly evident that the status partners. With his team in place, he began different kind of challenge on the links. An avid quo wasn’t just failing Bryan; it was failing creating, testing and presenting prototypes– golfer and high performing career salesman, everyone. Other players, course pros, shop earning early investors and key champions in the he was fortunate enough to find himself on the employees, even (if not especially) owners and process. course more and more, often several times a operators. Armed with a better understanding of week. And yet, getting there seemed harder the challenges faced on all sides, Bryan not only Today, hundreds of courses use Teesnap. than it should be, especially for someone with “knew there had to a better way,” he set out to Customer satisfaction is high and our software/ as flexible a schedule and as many resources as find it. platform is enviably stable. We are well-funded Bryan. A tech savvy, modern executive, he was and well-supported, with the best possible used to managing his work online, on mobile or From this shared frustration, an important employees, partners and customers. Company otherwise on-the-go. Why was it so difficult to discussion--and Teesnap itself--was formed. culture, like our product roadmap, is well- book tee times the same way? articulated, confident and clear. In other words, Having established ease-of-use, efficiency and the conditions are perfect for us to sink that In sharing his exasperation with fellow players, exceptional design as core considerations, Bryan million dollar putt. Together. pros and pretty much anyone who would listen, sought experts in all three as early development BRAND GUIDELINES | COMPETITIVE AUDIT 6 What sets Teesnap apart from other golf course Additionally, in an effort to reach new Change is our software vendors is our focus on giving control customers, numerous courses have given up and power back to the course. The market is precious inventory to trade time vendors like biggest competitor. full of single-solution tools and lackluster user GolfNow. While many in the industry resent their experiences, resulting in clumsy work, outdated dependency on trade times, fear of the unknown technology and extreme frustration. prompts these operators to erode their prices through these third-party channels. For some owners and operators, the motivation to grow their business is low. Many lack the Thus, Teesnap must show the industry a new way business experience, which makes it challenging to manage golf courses, while educating course to sell them on the exciting opportunities owners and operators on the value of intelligent offered by new technologies like predictive software in their business as well as new models analytics and local search engine optimization of monetization. As a revolutionary solution, (SEO). Teesnap truly stands apart. BRAND GUIDELINES | BRAND ESSENCE 7 Joy in the pursuit of perfection. Golfers know the satisfaction of a miraculous drive, perfect putt or once-in-a-lifetime hole-in-one. These are the moments we live for. As elusive as they may be, they’re what keep us coming back to the green, time and time again. As golfers and technologists, Teesnap approaches product development the same way we pursue the game itself: joyfully, rigorously and passionately. We’re talkin’ full-on, chucking-the-occasional-driver-into-the-pond passion here. (Again: if you know, you know.) It’s that dual passion for golf and technology that drives Teesnap. Just as the love of golf drives the pursuit of perfection in our game, passion for innovation fuels Teesnap’s drive to create the industry’s best, most easy-to- operate tools for golf’s best, most hassle-free experiences. And being golfers, we know “best” is a moving target–just as we know how (and where) to find joy in the pursuit of perfection. BRAND GUIDELINES | BRAND POSITIONING STATEMENT 8 For golf course operators1 who are interested in sustainable growth2, Teesnap passionately crafts the most efficient, user- friendly3 and empowering course operating platform4 for the purpose of creating joyful golf experiences and customer loyalty5. 1 AUDIENCE Golf course operators are often in the 3 EXPECTATIONS Technology should make work easier, not industry because they love the game more harder or more complex. Users expect their than making money. What they may lack in work tasks to be simplified, see positive results business acumen, they more than make up in in their business and feel motivated to achieve passion for the lifestyle. more. 4 2 FRAMED NEED While the need for innovation in the golf MARKET POSITION Teesnap is the most empowering technology industry seems obvious, a course operator solution for course operators not only must also desire sustainable growth in order because of its ease-of-use and integrated, to recognize the value Teesnap can bring to cloud-based tools—but because we are their business. focused on helping courses end their dependency on trade times and take back Whether that desire is innate or the result control of their destiny. of our education efforts, it is pre-requisite—a 5 course operator that is content with “business PURPOSE Our positioning is anchored by the Teesnap as usual”will not be an ideal partner. Brand Essence and a golf course’s most sustainable endgame: happy golfers. BRAND GUIDELINES | BRAND ATTRIBUTES 9 People fall in love with personalities, not companies. Bold Focused Sophisticated Personable Boldness is truthful; it asserts We aim high, we execute our Both breadth and depth of Without relationships, nothing clarity. It is honest; it doesn’t seek to plans, and we ship a quality knowledge are necessary to is accomplished. We prize our mask ambition. product. Being process-driven innovate. To truly be successful, team, our clients and our client’s ensures that we’re always building we must create teams who have a customers—taking care of people We seize the opportunities we a rock-solid foundation for future mastery of design, technology and is our top priority. find and create new opportunities ventures. culture. unseen by others. We’re confident about ourselves, We can’t create new answers until our product and our direction— we know which questions to ask. even when others do things differently. COHESIVE PERSONALITY BRAND PERSONA Brand attributes that invoke multiple aspects of a human To test the cohesiveness of our brand attributes, look character are a good way to shape a well-rounded personality. for a character that exemplifies these qualities. Here, This profile can be applied to all aspects of the brand and Richard Branson fits that requirement; the consummate business— customer service, company culture, department optimist and entrepreneur, Branson defies convention process, messaging, etc. and labels and he does it all with charm and grace. BRAND GUIDELINES | BRAND VOICE & TONE 10 Our voice must be consistent to be recognizable. The Teesnap Voice The Teesnap Tone Copy should be simple, straightforward and Our tone reflects the way we interact with our customers: casual and friendly, yet authoritative. Use technical terms sparingly. Communicate informative—it should also be personable. benefits simply and always remain conversational. We understand the business of golf and we WE’RE FLUENT IN GOLF. Understanding golf culture and using a shared vocabulary with our can prove it. audience opens the door to address the topics of technology and business as they pertain to the golf community. We demonstrate authority and experience while remaining positive and personable. Confidence should not read as arrogance; vision FOCUS ON THE POSITIVE. should not become self-righteousness. While educating our audience is important, we must never make them feel disrespected. Authoritative statements should take caution to Above all, we are personable without being unprofessional. That gives avoid sounding condescending. us license to be clever where it is useful. A quip that grabs attention or emphasizes a point is fine, but cleverness should never distract from TAP INTO THE TIMELESS. the message at hand.