NEIGHBORLY
BRAND GUIDELINES
MARCH 2017
25
DECISION-MAKING JOURNEY
Neighborly’s services can almost always be classified into one of the three categories below.
Each one of these distinct categories elicits a very different range of emotions from our consumers. Thus, determining which one you are marketing into at any given time will help make your message sharper and even more relevant.
Repair
Maintain
Enhance
I have been thinking about it for years, collecting inspiration, and I am finally ready to tackle the project: remodeling the bathroom.
It’s time. I really need my home professionally cleaned. I have done it once before and had a horrible experience. Now I am looking for someone good, but no one can recommend a truly great service. My home will soon be clean! You’re in my home! Excited Security Distrustful Affordability Scheduling
I just purchased a 10-year-old home with dreams of living happily ever after. A month after I moved, a pipe burst in my kitchen while I was at work.
I want this done right! Why is it taking so long? Considered Involved Cost Quality Anticipation
Now what?! Can I fix this myself? Panic Overwhelmed Frustration
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