Color Palette

HOW WE SPEAK At Sea Ray, we want to distinguish ourselves in a “me-too” market by projecting a premium positioning—not just premium pricing, but a premium experience and a premium expression. That requires thoughtful choices in the way we speak and the ideas we emphasize. The Sea Ray point of view always comes across as cool, casual and confident. Like we know something, and maybe live the lives, that others would love to know more about. And while the Sea Ray lifestyle may be one worthy of envy, we’re also very careful to make sure that it never comes across as being boastful. Rather, we’re just floating a few key observations out there from a life well lived.

DO:

+ Consider the brand first. Ask,

“Does this message tell the world what we stand for and believe in?”

+ Think in terms of our customers’ aspirations and dreams, and how they’re motivated emotionally, not just rationally. + Lead with pricing as a value proposition. Pricing as a promotional lever is valuable, but creating a short-term customer impression of “getting a deal” is not as valuable as a lasting impression of “gaining the right brand.”

+ Overemphasize features and benefits. Sure, we’re proud of what we put into our boats, but those tend to be baseline expectations. Aim higher.

+ Assume advertising is the only point of interaction and influence we have with prospective Sea Ray owners. Ads and promotions don’t have to say everything, just the right things.

DO NOT:

WE’RE COUNTING ON YOU.

For all of us, there’s never been a more important time to understand, express and live the Sea Ray brand. It’s crucial that we treat our brand with passion, integrity, innovation and consistent excellence. It starts in these pages. Learn it. Commit to it. Communicate it.

QUESTIONS? Contact marketing@searay.com