Fay Ranches Brand Book by Fay Ranches

BRA N D G U I D E

F AMILY

I NVESTMENT V ALUE

SPO RTIN G P URSUITS

CO NS ERV A T I O N

C ONTE N TS

Brand Story ...........................................3 Brand Values .........................................4 Positioning, Voice & Tone ...................5 Positioning, Key Words .......................6 Colors ......................................................7 Logos .......................................................8 Additional Brand Graphics .................9 Typography & Rules ...........................10 Broker Personal Material ..................11 SEO & File Naming Procedure .........12 Photo Direction ..................................13 Photography Standards .....................14 Blog Guidelines ..................................15 Social Media Guidelines ....................16 Video Media ........................................17 Business Set .........................................18

W H AT I S A BR AN D GU I DE ? This brand guide is a tool to best utilize our brand platform. From who we are as a company to how we represent our clients, this brand book will outline our brand standards.

W H Y DO I NEED IT?

HOW DO I USE I T ?

Consistency. When executing our brand, it is important that each marketing tactic is represented equally to create brand awareness and trust.

A good rule of thumb: Anytime our logo is used, reference the brand guide. This includes print, digital, video, etc. marketing. This will ensure the correct wording, colors, fonts, and other elements are used.

R E SOU RCE S Resources in this section are linked to your Resource Guide in Box.com

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L OGO S & B RA NDI NG :

MA RK ETI NG MEDIA:

Brand Video Logo Files Social Media Icons Fonts

Marketing Platform Breakdown Propertybase Regional Mailings Property Brochures SEO Procedure Digital One-Sheet Broker Portal Instructions

Brand Story Founded in 1992, we are a land brokerage company that deals in the finest properties in the United States, from Oregon vineyards to Montana ranches to Tennessee farms. Our brokers are deeply connected to the land, and understand each property’s unique value. This helps guide our clients to make the best decisions when buying or selling property. As pioneers in the land investment industry, Fay stands firmly on four pillars: family, investment value, sporting pursuits, and conservation. These pillars create the foundation for the relationships we build and the business we conduct, and have propelled us to become the premiere land brokerage firm in the country. We are proud to go to work every day so that we can reconnect people with the land in ways that are meaningful to them. In 2014, Fay Ranches and Republic Ranches forged a successful alliance that continues to provide our clients with access to incredibly diverse land investment knowledge, the largest networks of landowners, and extraordinary land investment opportunities from coast to coast.

FA M I LY Our staff and agents are not only avid outdoorsmen and women, we are also dedicated family men and women who love to spend time on the land and build memories with our families. We understand the value of working and playing outdoors with loved ones and the bond these experiences create, whether it’s moving cows or casting a line. There is nothing better than helping find that perfect property for a valued client, and participating in or hearing about the wonderful experiences shared by family and friends on the land. This, in our opinion, is what life is all about.

I N V E ST M E N T VALU E

BR AN D VALU E S

Fay Ranches’ experienced, knowledgeable staff and brokers are second-to-none when it comes to identifying value. We are immersed in the marketplace every day and are the first to hear of new opportunities. We listen to the goals of our clients, and utilize our knowledge and willingness to “beat the bushes” to find the ideal investment. Fay Ranches agents bring diversity of professional knowledge to the table, including timber expertise, ranch management, fish and game outfitting, financial services, and decades of land valuation.

SP ORT I NG P U R SU I TS At Fay Ranches, the outdoors is always calling. Whether we are horseback riding, bird hunting, fly fishing, big game hunting, or just being outside with friends and family, these pursuits are a shared passion at Fay Ranches. Even when we are not working, we are “on the ground,” discovering and researching the ever-evolving market of the land business. Our passion for the outdoors and knowledge of the land contribute greatly to our ability to find our clients the perfect ranch, timber property, sporting property, farm, or plantation.

CONSE RVAT ION Each of us at Fay Ranches has a love of the land and a desire to see it remain as productive agricultural ground, as well as quality fish and wildlife habitats. Through promoting the use of thoughtful land stewardship, Fay Ranches has guided owners towards legacies of conserving wide open spaces, and implementing sustainable agricultural operations. Fay Ranches is proud to say that since our company began in 1992, the landscape on which we work has been significantly enhanced by the conservation ethics and land use practices of our clients. 4

P OSITION IN G

VOICE / TON E

I N T E L L I G E N T, C O N N E C T E D , C A R I N G

As experienced land professionals, Fay Ranches brokers offer unrivaled industry expertise. As trusted advisors, we are the perfect conduit for clients finding the land that is meant for them. We extend value, skills, and advice before and after transactions, as well as throughout a client’s entire life.

To keep Fay Ranches’ message consistent, always use the Four Pillars in this order:

1. Family 2. Investment Value 3. Sporting Pursuits 4. Conservation Clients look to us for assurance: always express experience, expertise, and reliability.

Our advice is sincere and written or stated with genuine warmth. Please use some of these words in all of your marketing materials.

Conscientious Expertise (Industry Knowledge) Honesty Respect (For the land, for clients’ time) Reliability Rooted (Heritage) Stability Superior investment quality Unrivaled experience Unwavering dedication to exceptional service Do NOT use these words:

Legacy Industry jargon or spin Discounted (as in, “this property has been discounted”) Avoid “shoulds” (as in, “this market is hot and you should act now”) 6

C OL OR S

COLOR IS IMPORTANT. P R I MARY

A CCEN T 1

ACCE NT 2

ACCE NT 3

ACCENT 4

W H I TE

Green

Dark Green

Taupe

Tan

Beige

Pure White

web // H ex

# 43 4F 29

#162 A09

# 9E988A

# BB A677

# E E E9DA

#FFFFFF

67, 79, 41

22/42/09

158/152/138

189/167/12 0

238/233/218

255, 255, 255

67/47/91/43

75/51/90/66

0 0/0 4/13/38

28/31/60/0 0

06/05/13/0 0

0 0/0 0/0 0/0 0

PA N T ON E 2308 U

PA N T ON E 553 C

PA N T ON E 4276 C

PA N T ON E 4525 U

PA N T ON E 11- 4302 T P G

USE PA P E R OR 11- 0601-T C X

web // rgb

p r int / / c m yk

pri nt // 3 c ol or

Notes: There is no black in the Fay color set. Unless legibility and/or registration is a concern, all type should be in Primary Green. Accent 2- taupe, and Accent 3- tan, are not to be used together in the same color scheme. Please choose one or the other.

LOGO S

HIERARCHY OF LOGOS Logos are available for use in branded colors only.

P R I M A RY The primary logo should be used in most communications. Fay Ranches’ primary logo is stacked and commonly used in Primary Green or

Alternate “Southeast” version is used by request only.

White.

SE CON DA RY The secondary option is a horizontal version of Fay Ranches.

T E RT I A RY The tertiary option is a very horizontal version of Fay Ranches.

E X C L USION Z ONE The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. The Fay Ranches’ logo must be clearly visible wherever it appears; therefore, the logo should not appear in sizes smaller than one inch in width. 8

A DD I T I ON A L BR AN D GRAPH I CS

In addition to our main Fay Ranches logos, these branding elements are used to further enhance our marketing materials. Using these supplementary design assets consistently will solidify brand recognition and awareness.

TAGL I N E S classic tagline

four pillars tagline

“invest & enjoy” and “rooted in tradition” tagline

SU P P ORT I NG ICONS & BA D GE S

Used to accompany Fay logo, as shown below

Rooted in Tradition TEXTURES Used as a backdrop, in place of stark white paper

Beige Texture (primary) 9

Green Texture (accent)

TY P OG R A P HY & RU L ES

FAY RANCHES FONTS NE UT ON R E G U LA R A BC DE FG H I J KLMN OP Q R S T U V W XY Z a b c de f g hi j klmn o p qr s t u v wxy z 01234 5 6 7 8 9 — & *# @?! / + ( . ,:; )

Please refrain from using the ampersand (&) symbol in paragraphs; use “and” instead.

NE U TO N I TA L I C

Do not hyphenate paragraphs, and do not abbreviate words.

A BCDEF G HIJ KLMNO PQ R S T UVW X Y Z abcdefg hi j k l m no pq rs t uv w x y z 01234 5 678 9 — &* # @ ? ! /+( . ,: ; )

Fay Ranches’ general readership is an older demographic. A minimum size of 9pt font should be used.

NEUTON B O L D ABCD EF GHI J K LM NOP Q R ST UV W XYZ ab c d e f g hi jk l m no p q r s t u vw x yz 0 1234 56 789 — &*# @ ?! / +(. , : ; )

DON ’T THESE DON’TS APPLY TO ALL OF YOUR BRAND ASSETS AND ELEMENTS

Always use the ± symbol when specifying property acreage.

Always spell out names of states and regions.

FOR EXAMPLE DON’T Turn your email signature font red and green for Christmas

DON’T Rotate, squish, or squash logo

DON’T Put your logo on hot pink shirts

DON’T Use special effects on logo or any branded materials

DON’T Use unapproved fonts on any branded materials

DON’T Change the logo to off-brand colors

DON’T Add off-brand colors to a poster to “help” it stand out

DON’T Create alternate branded graphics without approval 10

BR OKE R P E R SONAL MAT ER I AL

HE A D S HOT D IR E C T I ON

YES

Smile! You should look professional and friendly. Images should feel natural. All images should feel authentic and should be shot in the outdoors. Clothing should align with the Fay colors. Avoid overexposed sky and oversaturated colors. Remember: sharp focus, one person in each image, no blank backgrounds, color images only and no bright clothing.

BR OK E R B IOG R A P HY Your bio text should be a minimum of 250 words (ideally 250-500 words total) and describe your experience as a real estate broker/ real estate assistant/staff, your ‘why’ and something that shows how you are “living the lifestyle.” It should contain approved key words that add SEO to your bio text. Example: if you are a farm and ag specialist, then those terms should appear in your bio.

EMA I L SIG N A TUR ES The Fay Ranches email signature links back to your personal bio on the website and maintains a professional digital appearance when corresponding with potential clients. 11

Your email signature should always be formatted as shown in the template below:

S E O & F IL E N A MI NG PR OC EDU R E

SE ARCH E NGI N E OP T I M I Z AT ION SEO is the process of ensuring that the Fay Ranches website appears near the top of Google and Bing search results. It is one of the easiest ways to market your listing and increase traffic to the page. One of the key ways to increase SEO is image naming. When images are renamed to include a description of the image, the listing name, and the state, it ties that image directly back to your listing and Fay Ranches. The best practice is to upload already renamed images. If your photographer is sending you your image files, ask them to rename them with SEO friendly file names to save you time and to help with the overall presentation of your listing.

All image file names should include key descriptors. In order to optimize our marketing performance, as well as ease of access to photos, image files should be named with the content of the photo in mind, spaced between words, NO dashes, underscores, or other punctuation.

YES

File name : center pivot irrigation montana north j t ranch.jpg File name includes description of image, state, and property title

File name : P1455288.jpg File name contains no image descriptors, making it incompatible with SEO and file organization systems.

P H OTO D IR E CT I ON

P H OTOG R A P H Y S T ANDAR DS

• Take a wide variety of photos.

• Take photos on cell phones.

• Submit unedited, full-sized photos.

• Only submit photos of a single aspect of the property.

• Take photos that have a focal point. • Take photos demonstrating the land’s use.

D ON ’ T

• Take aerial photos to display an overview of the property as a whole

YES

• Submit self-edited or compressed photos. • Take photos with no apparent subject. • Take photos in insufficient lighting.

All images need to embody the Fay brand pillars and values. Focus on women, children, sporting, and enjoyment of the land.

If the property has high recreational value, show people enjoying it. Highlight the value of the land.

Images should feel natural. Avoid overexposed sky and oversaturated colors. Grass and trees should align with the Fay colors.

YES

Use professional photographers Using a professional photographer will always provide the best results. Photograph in optimal lighting. Find unique details. Use models when possible. All images should show the value of the property. The vibe of the images should feel natural, but epic. Find what is epic about the property.

Don’t photograph properties in ways that make them seem uninteresting. Find details that make for an interesting composition.

BLOG G UID E L INES

The goal for writing a blog is to position you and Fay Ranches as the authority on large land transactions. It allows you to share your knowledge with a greater audience, also providing an opportunity for you to promote particular properties. QUALIFICATIONS OF A BLOG AND ARTICLE: Blogs: Topic of value ~ 750 words submitted as word document. LIM Articles: One-page article ~ 800 words; two-page spread ~1600 words, submitted as Word document. DO - Provide the reader with valuable information - Choose a topic by considering the questions people most commonly ask you - Make it easy to read - Include take-away information that will help them to invest and enjoy - Feature quality photos that show the value of the land - Make sure photos represent the content you’re writing about. The content should support the brand positioning and pillars - Remember to incorporate SEO terms - Make sure you promote your knowledge

D ON ’T - Make the content solely about a specific property - Use vague headlines; instead, get specific about your topic so people can connect to the content right away. For example, the headline “Ranching Lifestyle” isn’t specific enough. What type of ranching? What type of lifestyle? What state, climate, activities or other descriptive words can you use in the headline to help create a better connection to your content? - Forget the Fay Ranches brand while developing content - Forget to include takeaways for the reader 15

S OC I A L ME D IA GU I DELI NES The goal of Fay Ranches’ social media is to showcase the Fay values and promote the lifestyle those values represent. Ask yourself, “How can I help my clients relate to me?”

S OC IA L STRATE G Y 1. Pick your topic 2. Tell a Story 3. Remember SEO 4. Promote Your Knowledge

Copy Sample: Gold + Red Treasure. Looking for a ranch that has a river full of the fish from your dreams? Check out what else this property has to offer by visiting the link in our bio. Photo: @morthphotography #fayranches #fayranchesmt #flyfishing #mt

DO Use high-quality images Relate to the Four Pillars Focus on lifestyle Include concise content Use hashtags Use a location Be educational Push to property Include a human element

A VOID Polarizing political topics Only promoting properties Off-brand fonts or colors Poor grammar Insensitive content

Copy Sample: Property name. Looking for a ranch that has ______? Check out what else _____ has to offer by visiting the link in our bio. Photo: @morthphotography #fayranches #investandenjoy #landinvestor

We encourage individuality for each agent’s professional social profile to showcase their lifestyle and educational value. We welcome you to repost and engage with Fay Ranches’ corporate social accounts.

OU R SOC I AL M E DI A OU T L E TS Facebook

Instagram

YouTube

V I D EO MEDI A Rules are the same for video as for photo. Show the value of the land. Hire a professional. Show families enjoying the land. Please submit all videos to Fay Ranches HQ for branding and approval. HQ will post the finalized video to your website listing, corporate video, and social media channels.

The goal of all Fay social videos is to showcase the Fay values and promote the lifestyle that those values represent.

I NT RO & EX IT BUMPER OPTIONS Intro and exit bumpers will be included on all branded videos. Your videographer is to submit the edited property video to HQ, where branding graphics and text will be applied in-house. This guarantees brand consistency for all Fay Ranches’ videos.

T I PS Shoot in the morning or evening Keep drone shots simple Have multiple models Have models bring multiple outfits Be strategic with the teaser image Keep music simple and quiet Shoot 4k+ and use screen grabs for photos

DO Keep it classy Shoot in HD Focus on lifestyle Include concise content Be educational Push to property Include a human element

D ON ’T Be boring Use cheap or cheesy effects Have lists, bullets or paragraphs Use off-brand fonts or colors

T EXT AND TITLES Text and title overlays can be used throughout the video to provide additional information. Submit required info to HQ, and text will be applied in-house.

BUSI N ESS S ET

‘AREN’T WE SOMETHING’ PACKET The AWS packet is a personal promotion tool to showcase the Fay Ranches marketing platform for listing appointments, whether delivered by mail or in person. Featuring a regional publication that Fay Ranches was published in or adding a featured article into your packet is always encouraged.

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Land Investor magazine

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Digital One-Sheet

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Marketing Strategy

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Regional Advertisement

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Business Card

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Property Brochure

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Branded Folder

GREGO FOUND

Licensed

RY W. F AY

ER / BR OKER

in Montan

a & Wyomi ng gfay@fayran ches.com o. (406) 58 6.4001 | c. (406) 581.5 665 FAYRANCH ES.COM 395 Galla tin Park Dr . , Bozema n, MT 5971 5

Invest & Enjoy

INFO@FAYRANCHES.COM 406.586.4001 • 395 Gallatin Park Dr. FAYRANCHES.COM