Crawford Family
Funeral & Cremation Services BRAND PL ATFORM
The DIG™ session
Observations & Insights
We’ve begun this process of brand evolution working with a brand that’s in its infancy. The outlines of the brand are there, yet need to be filled in to become a fully defined identity. Like a young tree with limbs growing in many directions, the Crawford brand can benefit from shaping and careful pruning in order to build a strong structure for many years of growth. It’s evident from the DIG session that the Crawford brand promise is rooted in innovation, sincerity, and a selfless commitment to providing a personalized funeral service. You provide a very specialized service, and like similar service-oriented businesses, creating genuine relationships with customers is paramount to building repeat business. The relationship is equally valued by your clients, too. For branding purposes, it’s important to develop company policies and procedures that demonstrate your commitment and differentiate your business from competitors. You’ve linked your brand to “excellence in all things,” which is manifested in at least two ways: your innovative and creative approach to producing funerals; and your commitment to “sweating the small details.” This brand promise puts great weight upon hiring the right personnel as funeral directors that also share this passion for excellence. It can’t just be a job, in other words. Your brand is very much oriented toward a modern interpretation of the funeral,
The Crawford brand benefits from adopting marketing tactics that are similar to the contemporary church: -- Relating to people “where they are” -- Making people comfortable in a casual and contemporary setting -- Focused on the spiritual transformation rather than traditional rituals -- Making sure that people’s needs are met
which has been driven by the baby boomer “me” generation, many of whom consider themselves young even at ages well beyond retirement. Your brand parallels and derives its power from the rise of the non-traditional, or contemporary “user-friendly” church.
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Brand Hierarchy In external marketing communications, the KISS maxim is an effective tactic: Keep It Short & Simple. We believe your brand can benefit from some simplification and structure with an eye toward the future.
We recommend: -- Shorten/simplify company names -- Define a logical structured relationship among elements of your company
This naming convention enables your brand name/mark to remain consistent yet flexible as your business grows.
CRAWFORD FAMILY FUNERAL GROUP
Funeral Services
Crawford Funeral Services
Ford Funeral Services
Cremation Services
Edmond Cremation Services
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Mission The simplest and truest of statements, the Mission answers the question “Why do we exist other than to make money?”
Vision The Vision is a roadmap for the future that explains how the Mission will be achieved.
Position A brand’s Position defines its unique and strategic place in a market or industry. It’s a declaration of what sets the brand apart from the competition.
Change the way people think about the funeral experience.
Use innovation, creativity and selflessness to create uniquely personalized memorial services that move beyond “traditional� to a re-envisioned way to celebrate lives.
Crawford Family Funeral Group offers a new and creative approach to the funeral experience for people who share our belief that the joy of life should never be overshadowed by the sadness of a situation. We help people celebrate the worth, the meaning, and the significance of a life by creating funeral experiences that are innovative and respectful, and as individualized as the people they honor.
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Principles A company’s Principles are its true character. They are the distinctive and internalized qualities that emerge when no one is watching.
Personality A brand’s Personality consists of the qualities and attributes it projects to the public. Ideally, a company’s Personality and Principles will intersect and share similar, if not identical, qualities.
Promise
The Promise is the synthesis of the Principles and Personality. It is the core value that serves as the genesis for the entirety of the brand platform.
Approachable • Friendly • Progressive • Selfless
Approachable • Excellence in all things • Innovative • Genuine
Creatively and compassionately honor lives and comfort those in need.
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Brand Essence A Brand Essence is the carefully crafted public address that says who we are and what we do. It introduces the world to the voice and personality of the brand.
Goodbye is never an easy thing to say. But with the right people, the right perspective, and the right words, it is possible to find a bright spot even in the darkest moments. At Crawford Funeral Services, we’re the people who care about people during the toughest time of their lives. We represent faith, hope and love. We are tears, laughter and a million memories worth holding onto. We are bright and inviting. Creative and compassionate. We’re helpful, hopeful and selfless. And we believe the joy of a life should never be overshadowed by the sadness of a situation. Because every life lived is a life worth celebrating.
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Brand Expression The Brand Expression is a phrase that embodies the brand’s personality and expresses the principal benefit or impact it has on the consumer.
Adelle
abc 123 —
ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
— abcdefghijklmnopqrstuvwxyz Modern Slab family by José Scaglione — The Adelle family draws inspiration from familiarity and readability of traditional serif typefaces while still being modern in both appearance and function.
abcdefghijklmnopqrstuvwxyz
— 0123456789 ! @ # $ % ^ &*( )_+
Trade Gothic
abc 123 —
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
— abcdefghijklmnopqrstuvwxyz Versatile family from Jackson Burke — The Trade Gothic family exploits the modern serif appearance in Adelle and brings the desired feel full circle. Together, they advance the brand with a modern yet familiar approach.
abcdefghijklmnopqrstuvwxyz
— 0123456789 !@#$%^&*()_+
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Color Your brand’s primary colors should evoke
Blue represents individuality. On its own,
PMS 298C
a sense of your brand’s personality, while
it carries tones of power and strength, but combined with other hues, it has a calming and peaceful nature.
differentiating it from competitors. For Crawford Funeral Services, we developed a custom color palette that illustrates the many facets of the company’s inherent qualities. Green is a soothing tone that symbolizes
PMS 345C
life and growth. It is an emotionally positive color that restores vitality and serves as a reminder to love and nurture.
Yellow is the most vibrant and noticeable
PMS 459C
of all colors. It inspires passion and creativity. Yellow conveys promise, hopefulness, and optimism.
75% Black
298C Shades
345C Shades
100%
10%
459C Shades
75%K Shades
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Logo Evolution The evolved brand mark is rooted by the insights we’ve extracted from the DIG brand discovery process. It’s a visual representation of the ultimate Crawford brand distillation and expression: Let your light shine. Light rays symbolize the many facets and colors of a life remembered, as well as Crawford’s inherent qualities. Anchored by our blue and green hues, this mark suggests that honoring life and individuality is the brand’s intrinsic purpose. Rays of color expand outward and upward simultaneously signifying lives touched, changed, and honored. Translucent beams suggest the ephemeral nature of light and life. The brand mark embodies the Crawford brand essence and mission—reflecting light, faith, hope and the creative celebration of memories.
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