Napa BDG-BrandBook

NAPA ATLANTA BDG BRAND STANDARDS

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MISSION Our Mission is to build the most engaged community of shop owners dedicated to growth and centered on value. MORE

BRAND STANDARDS

Brand Standards are vital to making sure that all your branding and marketing are building off the right things, staying consistent, and moving you closer to your goal of becoming and staying a brand, not slipping into becoming a commodity. Moreover, they’re the key to your Target Markets heart, and WILL make your marketing incredibly more effective if you say true to it. Now, that being said, these are all starting points... and as you move forward with your marketing, you’ll learn things that will cause you to tweak your brand standards. And that’s ok. Here’s the work you’ve done, and how you should us it.

PERSONA

HOW TO USE YOUR PERSONA • Print the persona one-pager, and post it in your office • Every time you do anything marketing related, or business related for that matter, ask yourself “What would John have us do?”, or “What does John think?” • I want John to be part of your team... Introduce him to your other team members, have him as part of your onboarding process for NEW team members. Anything you outsource, make sure they know about John. John should be a part of your DAILY conversation. • Hold quarterly meetings on how you can serve John better, or how you can more relevant to John.

Persona JOHN BURNS

Persona BIOGRAPHY Hey guys, names John. My wife and I live in the Atlanta area... have our whole lives. Things have been pretty stressful lately. A little while back I decided to go and start an auto care business on my own. I figured... I’m a damn good tech and I was tired of working for someone else... so I might as well. Things were great in the beginning, then all of a sudden I found myself sitting on top of a business and have no idea what I’m doing. I don’t know how to grow myself, the business, or my people... the only thing I know for sure is how to turn wrenches... and that’s not enough anymore. Kinda wish I didn’t start this whole thing. I need help!



Persona B I O G R A P H Y (Cont.) AGE: 55 OCCUPATION: Shop Owner, Operator/Manager (working on biz, not just in biz). EDUCATION: Hard Knocks, Technical training, Business Training FAMILY: Married, couple college aged kids WHAT I DO FOR FUN: Golf, drink, vacation, travel (RVs), car enthusiasts, fishing, bikers, boating, skiing, hiking, hunting, shooting, napping, racing STUFF READING AND WATCHING: Self-help/Improvement, management, training, HR, sports, racing, car shows

EXTERNAL NEEDS NAPA Branding, Opportunities, Business training INTERNAL NEEDS Community (life line), information, ideas, Direction FEARS •Burned out, alone, lost •Backed into a corner, stuck, tied to biz •Afraid to delegate, can’t trust people •Overwhelmed with options, don’t know what they don’t know •Marriage problems

LIFE WITHOUT US Just like every other shop, burned out, stressed, nobody to bounce ideas off of, alone, no safety net. LIFE BETTER Partnership, not alone, place to vent, resources, encouraged, ideas, hope, grow as a leader, healthier marriage, healthier business, bringing the fun back.



KEY DIFFERENTIATORS

KEY DIFFERENTIATORS Simply said, this is the list of things we claim, that John cares about, and that our competitors cannot claim. Which means, this list is the key to our messaging. Every time we’re writing an AD, or sales material, or an email, or anything customer facing, it should be driven off this list.

TOP DIFFERENCES • Power of NAPA Brand, Instant Credibility • Built by shop owners for shop owners (Lead by shop owners) • Local focus • Community of shop owners • Members vetted (not everyone can become member), Uphold strong code of ethics • Resale value, Exit strategy

PURPOSE WHY WE EXIST

To provide a place for members to Dream * Grow * Learn * Play * Share



VALUES

VALUES Our Beliefs or standards, principles, qualities considered worthwhile. Which values are so inherent in your organization that if they disappeared, your organization would cease to exist as it is? MORE

LEADERSHIP PARTNERSHIP BUSINESS & PERSONAL GROWTH Providing direction, support and A conduit through which member resources while helping to feed member concerns and questions are heard and Cumulative effort to provide training and shed insight on our industry - driving our strengths and overcome weaknesses. addressed. mission into our communities, resulting in Business Growth. COMMUNITY INTEGRITY ETHICS Building relationships with other owners “Say what your going to do- do what you say.” Transparency in our beliefs and setting a to reach maximum potential and gain Providing this through excellent standard to strongly uphold. community support. communication of reporting and accountability.

ROLES & RESPONSIBILITIES President: Joe Fenski Vice President: Ron Givens Member Engagement Manager: Ron Givens Treasury: Brian Hough Technology & Training: Brent Robinson Garrett Coulter: Napa Auto Care Program Manager Atlanta DC Secretary: Marketing Strategy Coaches Marketing: Marketing Strategy Coaches

BDG BOARD MEMBERS Joe Fenski | Fenski Automotive Center Inc | 048 | 678-793-4556 Ron Givens | GK Tire & Automotive Inc. | 086 | 770-925-3164 Brian Hough | Kennesaw Auto Center | 045 | 770-833-0338 Brent Robinson | Snellville Auto Center | 519 | 770-978-7855 Vic Williams | Vic Williams Tire & Auto | 080 | 770-445-4645 Wayne Gunter | Gunter Automotive Inc | 042 | 770-962-1380 Ed Moon | Moon’s Service Center | 013 | 770-944-1029 Garrett Coulter | Genuine Parts Company- NAPA Atlanta | 770-633-2488